Cerelac Advertising Campaign
Cerelac Advertising Campaign
Introduction:
Advertising as defined by Cavusgil, Knight and Rosenberg (2008) is a method of conveying a message encoded in language, various symbols, colors and other attributes, each of which may have a distinctive meaning.
Advertising can also be defined as a paid, non-personal communication about products, services or ideas by an identified sponsor through the mass media in an effort to persuade or influence consumer behavior. It is an important tool of marketing where it helps a consumer to choose the best product or service from various different products or services being offered.
Advertising can be done by a number of means and using any number of mediums like television, newspapers, billboards, magazines, Internet, word-of-mouth etc. It informs the buyers about the availability of a certain product or service in the market and encourages them to buy it.
About the Ad Agency:
‘Advertising agencies are external specialist in planning and handling mass-selling details for the organizations that want to advertise. They play a useful role, as they bring experience and expertise to individual clients while work closely to achieve the adverting objectives.’ (Perreaul, McCarthy, 2003).
Promoseven is the ad agency that has been chosen to lead this advertising campaign. Promoseven is a network of agencies that has evolved from Fortune Promoseven, which was one of the leading regional agencies in the Middle East. They have been in business for almost 40 years, established in Beirut in 1968. Their head office is based in Dubai, United Arab Emirates. Some of their major Clients include McDonalds, Coca Cola, L’Oreal, MasterCard, Dubai Duty Free, Carrefour, Nescafe, and Hewlett Packard. Promoseven sweeps Dubai Lynx 2008 with most wins and Tops Agency Network Creative ranking with 223 points. (Bayt.com, Inc., 2010)
Why this Agency?
Promoseven is a regional agency, but has an office in Oman. They are familiar with Oman’s unique
Introduction:
Advertising as defined by Cavusgil, Knight and Rosenberg (2008) is a method of conveying a message encoded in language, various symbols, colors and other attributes, each of which may have a distinctive meaning.
Advertising can also be defined as a paid, non-personal communication about products, services or ideas by an identified sponsor through the mass media in an effort to persuade or influence consumer behavior. It is an important tool of marketing where it helps a consumer to choose the best product or service from various different products or services being offered.
Advertising can be done by a number of means and using any number of mediums like television, newspapers, billboards, magazines, Internet, word-of-mouth etc. It informs the buyers about the availability of a certain product or service in the market and encourages them to buy it.
About the Ad Agency:
‘Advertising agencies are external specialist in planning and handling mass-selling details for the organizations that want to advertise. They play a useful role, as they bring experience and expertise to individual clients while work closely to achieve the adverting objectives.’ (Perreaul, McCarthy, 2003).
Promoseven is the ad agency that has been chosen to lead this advertising campaign. Promoseven is a network of agencies that has evolved from Fortune Promoseven, which was one of the leading regional agencies in the Middle East. They have been in business for almost 40 years, established in Beirut in 1968. Their head office is based in Dubai, United Arab Emirates. Some of their major Clients include McDonalds, Coca Cola, L’Oreal, MasterCard, Dubai Duty Free, Carrefour, Nescafe, and Hewlett Packard. Promoseven sweeps Dubai Lynx 2008 with most wins and Tops Agency Network Creative ranking with 223 points. (Bayt.com, Inc., 2010)
Why this Agency?
Promoseven is a regional agency, but has an office in Oman. They are familiar with Oman’s unique
References: Books: • Baack Donald, Clow Kenneth , 2002, Integrated advertising, promotions, and marketing communications, Third edition, Pearson Education, New Jersey - USA • Brassington Dr. Frances, Pettitt Dr. Stephen, 2003, principles of Marketing, third edition, Prentice Hall, England. • Canvusgil Tamer, Knight Gary, Riesenberger John, 2008, International Business – Strategy, Management and the New Realities, Pearson education, upper saddle River New jersey. • Bovee Courtland, Thill John, Dovel George, Wood Martian, 1995, Advertining excellence, The Mc Graw-Hill, USA Websites: • Ehow, 1999-2010 [online], http://www.ehow.com/, [date visited: 9 June 2010] • TechTerms.com, 2005-2010 [online],http://www.techterms.com/definition/media, [Date visited: 10 June 2010]. • Nestle, 2010 [online],http://www.nestle.com/AllAbout/AllAboutNestle.htm, [Date visited: 10 June 2010]. • Entrepreneur Media, 2010 [online]http://www.entrepreneur.com/encyclopedia/term/82454.htm, [Date visited: 18 June 2010] • Bayt.com Inc., 2010 [online], http://www.bayt.com/en/company/?xid=302737, [Date visited: 18 June 2010].