smart shopping

SMART SHOPPING
In fulfillment of the requirement of the
Senior Course ADM 490
Presented to Dr. Kamal Draouni, Assistant Professor (NDU)
Presented by: Lara Khattar
Fall Semester 2013
NDU – Shouf Campus
Tuesday, January 7, 2014
Page |1
I want to thank all my professors for everything they have thought me and for their time
and dedication all of these years.
The dream begins with a teacher who believes in you, who tugs and pushes and leads you to
the next plateau, sometimes poking you with a sharp stick called "truth." ~Dan Rather
Special Thanks to:
Page |2

Dr. Kamal Darouni

Dr. George Ghaleb

Dr. Vatche Donarian

Ms. Mirna Karam

Dr. Khaled Fakih

Ms. Reema Saad
Table of Contents
I.
Executive Summary…………………………………………………………………. 5
II.
Mission Statement…………………………………………………………………… 6
III.
Situation Analysis…………………………………………………………………… 6
a) Target Market
b) Market Study
c) Competitors Analysis
IV.
SWOT Analysis……………………………………………………………………... 8
V.
The Big Positioning……………………………………………………………….… 10
a) Product Positioning
b) Product Differentiation
VI.
VII.
VIII.
IX.
Branding……………………………………………………………………………..
a) Communication Trigger
11
Marketing……………………………………………………………………………. 11
a) Marketing Objectives
b) Marketing Strategies
c) The Marketing Mix
d) The Pyramid Form
Advertising……………………………………………………………………….
a) Advertising Objectives
b) Advertising Strategies
c) Consumer Behaviour
i.
Qualitative Research
ii. Analysis of positioning (perceptual mapping)
15
Advertising Creative………………………………………………………………
a) Creative Objectives
b) Creative Strategies
c) Detailed Study of the Problem
i.
Using the Creative Approach
ii. Knowing the Communication Strategy
19
Page |3
d) Branding in Creativity
i.
New Product Brands Identity
ii. Developing Brand Personality and Brand Image
iii. Executing a Brand Personality Strategy
e) Brand Identity Elements
i.
Name
ii. Logo
iii. Tag Line
f) Six Thinking Hats
g) Mind Mapping
h) Creative Rationale
i) Big Idea
j) Creative Executions
k) Pretest Survey
X.
Media Planning……………………………………………………………………
a) Media Objectives
b) Media Strategies
c) Parameters of the Media Plan
d) Media Selection
i.
Target Audience
ii. Rationale Schedule
e) Media Tactics
f) Media Rationale
g) Media Book
37
XI.
Sales Promotion……………………………………………………………………
a) Sales Promotion Objectives
b) Sales Promotion Strategies
c) Communication effects of advertising and sales promotion
d) Tactics
45
XII.
Public Relations……………………………………………………………………
a) Public Relations Objectives
b) Public Relations Strategies
c) Tactics
48
XIII.
Accountability…………………………………………………………………….
Page |4
49
I. Executive Summary:
We are living in a society, in which people are increasingly adopting a busier lifestyle,
and there is an obvious upsurge in demand for goods and services that will help conserve
valuable time and energy whenever possible. Virtual Shopping Store is the solution.
A virtual store geared to smart phone users, with shoppers scanning barcodes of products
displayed in subway stations, park, at the mall, near your office, and at place where you
have to wait. So instead of wasting your time you can benefit from it by buying what you
want.
The idea is that you will find posters of a life-size store shelves filled with goods such as
food, electronics, clothes, groceries and many of other things which each carry a small
barcode. Shoppers download a related application on their smart phone and if you want
make purchases you simply scan the barcode with your smart phone (after downloading
the app) and the item is placed in your online shopping cart. This isn’t an online
supermarket, which we’ve seen before, but it’s an actual store location where customers
can purchase virtual items. Shoppers see the items on the shelves as if they were in a
grocery store. If they want to purchase them. Everything you scan will be delivered to
your home address or office depending on the address you provide.
In fact, consumers don’t have to be anywhere near the virtual store. If you’ve purchased a
product in the past and you simply want to order it again, you don’t have to physically
visit the virtual store. You can just go into your smart phone app and order it via the
product’s barcode.
Having a budget of $300,000 to accomplish this campaign. The campaign will be held for
five months. Various advertising and marketing techniques are being used to deliver the
right message for the target audiences. We named the virtual shopping store “Smart
Shopping” and we used a catchy slogan “Scan me Smarty”. Smart Shopping is new in the
market and has unique features.
Page |5
II. Mission Statement:
“Smart Shopping” will be the name of our new method of virtual shopping store.
Smart shopping mission and objective is to create a new life for people by improving the
shopping facilities. We, “Smart Shopping’ are adamant about combining all our efforts,
from understanding our market through research, to developing and implementing our
goals and objectives in a professional and creative way grandiose improvement and
change for the mutual benefit of people.
III. Situation Analysis:
The planning and decision-making process begins with a thorough analysis of the
situation facing the advertiser. Situation analysis involves of all important factors
operating in a particular situation. In many cases, this means that new research studies
will be undertaken.
 Target Market:
When an analysis of the company’s context has been completed, the marketing group
moves on to delineate the target markets to be served. A basic question to identify to
target audience is “To whom is the advertising to be addressed”?
Page |6

Gender: Male and Female

Age: 10 and above

Social Class: Upper, Middle, and Lower

Main Target: Working and Busy People

Direct Customers

Indirect Customers such as retailers
 Market Study:
Virtual Shopping have increased enormously. By creating a virtual store with merely the
pictures of the products we are able to increase the inventory costs and very likely
minimize additional market cost.
Moreover, it will help increase sales of smart phones which will be the next sale
generator. Lebanon has 1 million smart phones users, more than 25 percent of the
population. A state of telecommunication official has estimated that it will rise from 50 to
60 percent within 3 to 4 years. In addition, this shopping method saves time. Going to the
store, finding a place to park your car, entering the store and garbing the items you want,
then waiting at the cashier to pay, and finally driving back home. This process will take at
least 3 hours. Imagine doing this 3 times a month, this means 9 hours a month which is
completely a waste of time.
 Competitors Analysis:
The existence of vigorous competition is important to a market study. Competitive forces
lead to real product innovation, the efficient distribution of goods, and the absence of
inflated prices. Since our device is a new invention of shopping method in the market we
have no competitors at this stage. But we must be aware of rising new competitors.
Page |7
IV. SWOT Analysis:
The SWOT analysis provides information that is helpful in matching the firm’s resources
and capabilities to the competitive environment in which it operates. The following chart
shows how a SWOT analysis fits into an environmental scan.
Page |8

Analysis representing the internal environment of an organization
 Strengths:(positive)

Virtual shopping store are almost available everywhere

Products you buy are delivered to your home address

Instead of wasting time waiting for the bus, at the doctor, or at university
you can shop.

No staff required to monitor to stock new products, to replace old stock
and to make sure that things are in order

No spills, breakage, and pilferage

No robbery
 Weaknesses: (negative)

Customers are not able to use all their 5 senses like smelling and touching
the product

Analysis representing the external environment of an organization.
 Opportunities:(positive)

Rising the percentage of using smart phones

More geographical area to build on

Increase number of customers
 Threats: (negative)

Changing in economic conditions
 Risk if new competitors
 People are unfamiliar of using this new shopping method
 Politics- possibility war
Page |9
Finally, competitive advantage sustainable growth, and development come from
understanding the organization’s internal and external environment for developing the right
business market strategy.
V. The Big Positioning:
 Product Positioning:
Positioning involves a decision to stress certain aspects of our product. The key idea in
positioning is that the consumer must have a clear idea of what our service stands for.
What Smart shopping wants to position in consumers mind is the tangible and intangible
attributes of the virtual shopping stores. It is often said that positioning “is not what you
do to the product, but what you do to the consumer’s mind”.
Smart Shopping tangible attribute is the virtual display that you will almost find it
everywhere, that will make it easy for you to purchase without entering the actual store.
Smart Shopping intangible attribute is that you will no longer waste your time while
waiting, you can benefit from it.
Moreover, a brand positioning can develop through advertising, publicity, and word of
mouth. Since Smart Shopping is a new invention in the market everyone will talk about it
and it will position immediately in the consumers mind.
 Product Differentiation:
When we talk about product differentiation it directly refer to its unique selling point
(USP). We must differentiate Smart Shopping in its uniqueness and superiority. The first
change is from going to shop in a store to virtual shopping store. The second change is
that as you purchase you product they will directly be delivered to your home before you
arrive. The third thing is that you have two methods of paying either by your credit card
while you are purchasing or when you deliver the items. Smart Shopping differentiation
in it tangible and intangible attributes, life-style, and use occasions. With these
uniqueness and superiority you can enjoy your weekend instead of going to the store and
waste your time.
P a g e | 10
VI. Branding:
A brand is a name, term, sign, symbol, or design intended to distinguish the goods and services
of one seller from another. The idea is to select a unique name for a product or service so that
customers will be able to identify the item and find it in the marketplace. The name of the virtual
shopping store is “Smart Shopping” it help customers understand what the image that we are
trying to create.
 Communication Trigger:
The name Smart Shopping come from smartphones. Since, you are going to purchases
using your smartphones. This name reveal what a company do.
The slogan that we came up with: “Scan Me Smarty”.
We focused on the slogan because it elicits a consensual meaning among
those in the firm’s target market and evokes a positive feeling it also evokes curiosity
among consumers wondering what should they scan.
VII. Marketing:
 Marketing Objectives:
According to the marketing objective provided a group of goals set by
a business when promoting its products or services to potential consumers that should be
achieved within a given time frame.

Give Smart Shopping a new personality and attitude ( making it a part of the
consumer’s daily lifestyle )

Increase Sales

Enhance brand loyalty and credibility
P a g e | 11
 Marketing Strategies:
Strategic marketing planning starts with an understanding of the corporate mission and
objectives.

Inform Users about new products and features

Increase Sales can be accomplished through price changes, contests, or coupons
 The Marketing Mix -5 P’s:
Marketing function represents research and development, the 4 classical P’s : ProductPrice-Place-Promotion and a fifth interactive P for people.
1- Product: A product is anything that can be offered to a market to satisfy a certain need
or want..Smart Shopping focuses on the quality, features, and packaging of the product
and the whole shopping process. In addition, Smart Shopping have more than just
physical attributes. We also focus on the intangible attributes such as customer
satisfaction and benefits that they take from the virtual shopping store.
2- Price: The price of a given good or service is the amount of money for which that
good or service can normally be exchanged, under uniform conditions, at a specific time
and place. Generally there are four factors influencing price: Demand, Cost, Selling
Prices, and Company Objectives. So, when you go to shop at Smart Shopping check your
payment list against the prices at other shops. If your comparable grocery shopping
would have been cheaper there, we’ll give you a voucher for the difference (up to $10).
Our company objective is to make a mutual agreement between the seller and buyer at an
acceptable price.
3-Place: Smart Shopping is all place. You can find it at the bus station, airport,
restaurant, hospital, near your office, home, or collage. It is almost everywhere, just to
make it easier for you. In addition, no distributor are required for passing the products
P a g e | 12
from the producer to the consumer. Because everything is monitories, no staff to stock
new products on the shelves. Everything is done with a click.
4- Promotion: They are incentives that are directly offered to a firm’s customers or
potential customers. A regional promotional campaign is to be launched in order to
induce people for trial. Furthermore, an important advertising campaign will strengthens
our position and will make the customer more aware of our new shopping method.
In order to meet our objectives, we found that public relations, sales marketing, television
commercials, print ads, and promotional materials will be used in a tactical manner to
back up our advertising campaign.
5- People: The users of Smart Shopping should consider that we are the most credible,
reliable, cheaper, friendly and trustworthy. We should become and remain their top of
mind choice.
 The Pyramid Form:
In order to understand the related functions of the 4 P’s in relation to the fifth P, People,
and the pyramid form below defines the role of each and describes the techniques utilized
to reach an effective communication system.
P a g e | 13
At the top the pyramid stands “People”. Under “People” is the research and development
which is to collect data. Under it comes Product, Price, Place, and Promotion. Then we
have the feedback of people. It is a cycle.
P a g e | 14
VIII. Advertising:
The advertising plan should only be developed once the overall marketing objectives and
strategies has been created. Advertising is often regarded as a process of relatively indirect
persuasion, based on information about product benefits, which is designed to create favorable
mental impressions that turn the mind toward purchase.
In terms of techniques, advertising uses two different approaches depending on its objective and
strategy.
 Advertising Objectives:
Advertising media objectives identify the directions or path of the advertising campaign
decisions. They are goals or a set of specifications that carefully represent how each
activity can assist the company’s marketing plans. Here are the company’s objectives:

Obtain favorable attitude about Smart Shopping and encourage action to repeat
purchase

Develop a creative media buying ideas to reach bigger audiences in a low cost
 Advertising Strategies:
For the advertising strategies the best advertising media strategies are approaches that
match as many objectives as possible within the budget limits. Here are the strategies:

Distinguish Smart Shopping by its unique attributes by developing viral
marketing and website

Have ATL presence further to barter deals with media and mainly with TV
stations such as MTV, LBC, NTV, and FTV

Have a yearly presence in major Lebanese magazines and send SMS
The consumer tends to remember just one thing from an advertisement, one strong claim
or one strong concept.
P a g e | 15
 Consumer Behavior:
Consumer behavior is the study of the processes involved when individuals or groups
select, purchase, use, or dispose of products, services, ideas, or experiences to satisfy
needs and desires.
Understanding Consumer behavior is a good business. We need to collect knowledge and
data bout customers. It will help us to define the market and identify threats and
opportunities to Smart Shopping.
We made a primary research that involves the collection of original, data specifically
collected for the identified problem and generally entails some sort of target audience
interviewing or observations.
 Qualitative Research:
It is a kind of research that depends heavily on using open-ended, probing questions so
that consumers can discuss their thoughts and feelings. The advantages of qualitative
research include:

Observing behavior in its natural, no contrived setting

In-depth understanding of the problem being studied, and especially exploring
certain phenomena that have not been investigated before.

Generating research hypotheses for quantitative research.
In this qualitative research we used a research methodology of a focus group:
Opinion 1: My name is Joanna, I’m 28 years old and I work as a salesman in an insurance
company. I am always busy and what I face a lot in my work is that I have to wait for the
clients. So definitely Smart Shopping will be the solution. Instead of waiting I could save
time and purchase what I need, and it will be delivered home before I arrive.
P a g e | 16
Opinion 2:I’m Walid and I’m 33 years old. One of the thing that I really hate to do is
shopping. I hate going to the mall, because it is crowded and I have to wait for around 30
min at the counter. But with Smart Shop I think I would no longer face problems in
shopping.
Opinion 3: My name is Micheal and I am an air hostess, whom I travel a lot. One of the
problem that I face is when I return back home late to eat I open my fridge and find it
empty.
But now with Smart Shopping I come home and find my fridge full. This is because I am
able to shop at the airport. It is a great idea for travelers.
Opinion 4: I’m Mona, virtual shopping store is a great idea. Just think, no more pushing a
heavy cart, emptying that cart at the register, loading up the car or unloading the car. All
of those things would become inconveniences of the past. Back in the old days, we had to
actually load what was called a grocery shopping cart with the foods we wanted to buy.
We had to make several trips back and forth to the car to get it all in our house when we
got home. It’s interesting how things progress.
Accordingly, we can see that Smart Shopping is a great invention. That it will make
consumers life easier and more practical for shopping.
Smart shopping will help them to manage their time and benefit from it.
 Analysis of the positioning:
One way of analysis your position in the market is through perceptual mapping.
Every market has a structure based on strengths of brand attributes. The positioning in a
market can be illustrated by perceptual map.
Perceptual maps are derived from customer data measuring similarities among brands.
Customers are asked to rate each pair
P a g e | 17
 Perceptual Mapping
High Quality

Smart Shopping
High Price
Low Price
o Indirect Competitors
Low Quality
P a g e | 18
IX. Advertising Creative
“Creativity is seeing something new when you look at something old; it is all heart of civilization
and is the driving force of revolution” - David Ogilvy. It is an accepted fact that there should be
an element of creativity in an advertisement. This creativity is something new, unique, extreme
attractive and appealing to the consumers. In fact, advertising itself is advertisement creative
process Simply, creativity is “ Thinking Out of the Box” .
 Objectives:

Attention of Smart Shopping ad

Interpret the ad in the way the advertiser intended it to be
 Strategies:

Choosing the right ad that have ability to stimulate our target consumers

Differentiate Smart Shopping ad than others
When we talk creativity, there are two important prerequisites to look at for a successful
advertising message. First, an individual must be exposed to the ad and pay some attention to it.
Gaining a consumer’s attention is usually the first step in creating effective advertising.
In a second step a consumer who does pay attention to an ad must interpret it in the way the
advertiser intended it to be interpreted. Each of these steps attention and interpretation play an
important role on individuals.
 Define the Problem:
Introduction of creativity in an advertisement should be treated as a problem which is to
be solved by finding out good idea and its effective executions. For this, various
alternative solutions are available. Such solutions may be:
P a g e | 19

Developing rational support in the proposed advertisement

Overcoming customer resistance to the product

Securing popularity to the brand name of the product

Demonstrating special benefits in advertisement unique manner

Indicating utility of the product to target audience
 Detailed Study of the Problem:
Developing creative advertisement needs long period. For this, which of the
alternatives solutions is convenient should be studied constantly. After selecting one
specific alternative, the whole attention should be concentrated in that alternative so as to
develop advertisement. Detailed study of the product, market environment is required to
be made in order to select one area in which creativity can be introduced effectively.
 Using the creative approach
Our goal is to achieve positive brand awareness and strong brand loyalty. We plan to
grab the attentions of new customers and to interact with the audience in order to provide
a good positioning for Smart Shopping in the target market.
Every time the consumer mentions Smart Shopping, they should have the ultimate image
of its need, time efficiency and comfort.
The following questions will summarize the purpose of this study as well as reinforce the
campaign:
Where are we now?
Smart Shopping is new to the market. At this time we have no competitors. Smart
Shopping is leading the market it indicates utility for the target audience.
P a g e | 20
Where could we be?
We are living in a society in which people are increasingly adopting a busier lifestyle,
and there is an obvious upsurge in demand for goods and services that will help conserve
valuable time and energy whenever possible.
This is about bringing the store to the people if the people won't come to the store.
Smart Shopping is part of a long-term investment in a sector that will only keep growing.
How can we get there?
The novel grocery shopping method undoubtedly delivers superior customer value and
satisfaction. With more Millennial reaching adulthood, this technology oriented shopping
service is likely to become a profitable marketing strategy for the future.
We must look into the benefits of Smart Shopping, whether real or perceived, leading to
the energy of creativity, the most likely used is the Lateral Thinking method.
Lateral Thinking (divergent)
-
Positive
-
Seeks directions
-
Provocative
-
Investigates all possibilities
As far as the medium is concerned, we must choose the temperature of the information
or the definition of the image. By using hot words, the message is delivered by itself.
 Knowing the communication strategy
SENDER
MESSAGE
RECEIVER
Convinced by Creative Manager
Decoder
Encoding
Consumers with Particular
Advertiser
( I ) High / Low Involvement
P a g e | 21
Advertising Agency
( II ) VIPS
Demographics and Psychographics
( III ) Consumer’s Motivation
( I ) Linking Strategy with the Thinking / Feeling and High / Low Involvement:
Smart Shopping is in the Feeling / Low Involvement since it is self-satisfaction. It gives
consumer a feeling of comfort and relaxation. At the same time it is a low involvement since
consumers do not pay to buy the Smart Shopping they only pay for the product they purchase.
( II ) The Four VIPS:
To be affective an advertising message should be checked to see that it has the following
qualities:
VISIBILTY
IDENTITY
PROMISE
SINGLE-MINDEDNESS
The aim of this strategy is geared to extend the TV commercial life cycle by diminishing
the avoidance created by the clutters of commercials during the breaks. These creative
ideas used in commercials, promotions, sponsorship and below-the-line activities have
increased brand loyalty and created “opposite clans” of consumers linked by common
interest and lifestyle.
Visibility
Identity
Promise
Single– Mindedness
( Style )
( Character )
( USP )
( Continuity )
Working People
Comfortable
Time Efficiency
Always to Depend on
( III ) Consumer Behaviours Motives:
Behaviour
Action
Product
Innovation
Changing people’s habit
Smart Shopping
P a g e | 22
For advertising to work effectively, as it is both an art ( creative ) and a science ( disciplined ), its
objectives ought: to specify the communication effects on the target audience identifying the
prospects who are most likely to respond, ought to state problems focusing the effort on a
problem that can be solved, and ought to position the product in the consumer’s mind.
So, depending on what would be said to the targeted audience about Smart Shopping method,
the advertising campaign aim is to achieve its objectives and deliver its message the best way
possible.
 Branding in Creativity:
 New Product Brands Identity
Smart Shopping is a new shopping method in the market. New brand is the best used
when the item is truly revolutionary and unique to the market. In this case the attributes
of Smart Shopping are so powerful they overcome customer’s unfamiliarity with the new
brand name.

Developing Brand Personality and Brand Image
There is another way in which advertising can make brands more desirable to consumer,
which is the development of brand personality. As will become clearer shortly, the task of
creating a brand image often needs to move beyond attributes or feelings, we need to
create an advertisement that includes the ultimate consequences of product use and the
relationship of product use to people’s life-style, needs, and values. Advertising that
creates a goodwill or reinforces a brand’s personality serves to increase the asset value of
the brand.

Executing a Brand Personality Strategy
Once brand personality has been researched and targeted, advertising must be
developed that creates, reinforces, or changes that target personality.
P a g e | 23
One of the key advertising elements that we used to contribute to a brand personality is the
“Executional Elements”
In Smart Shopping advertisement we must focous on elements such as the choice of music in
the TV and radio commercial, visual direction and colour schemes used in the print and outdoor
ads. They can all contribute substantially to a successful advertisement.
 Brand Identity Elements:

Name
A brand’s name is one of its most important assets. Smart Shopping is a name that drives
triggers to consumer to try it or know more about it. It’s more like a challenge that if your
smart you are able to use Smart Shopping.

Logo
A logo is a visual symbol that Smart Shopping uses to identify itself to consumers.

Tag line
A tag line or a slogan is the short phrase typically used with a brand name or logo. For
Smart Shopping tagline I came up with: “SCAN ME SMARTY”
P a g e | 24
 Six Thinking Hats:
Using the six thinking hats helps in decision-making and problem -solving. There are six
different coloured thinking hats, which are: White, Red, Black, Yellow, Green, and Blue.
Effective use of the six thinking hats can:
o Improve meeting outcomes
o Lead to more creative thinking
o Improve decision making and communication
P a g e | 25
 Mind Mapping:
P a g e | 26
 Rationale:
For the rationale we want to target offline and online consumers. For the offline we have
magazine, and outdoor. In the online we have TV commercial and banner ad.
 TVC
In the TV commercial I want to show how people is suffering from going to the
supermarket to buy their needs, In the first scene we have a girl searching for a product
but she is having a problem in finding it, Then the girl ask the salesman were can she find
what she wants, and she found out that she must go to the last floor in the market, The
girl gets angry, and when she went to the counter it was crowded. So she tried to go to an
empty one, and there is a scene that transfers here to the virtual shopping store. A voice
over start to talk to the girl how she can use Smart Shopping.
 Magazine
I intended to show in the magazine that it is a creative medium. Most of the ads are
moving toward online medium because you can be more creative and interactive with
consumers, But this doesn’t mean that you can’t do this by a magazine. The magazine
advertisement consists of double spread pages, the first page contain the Smart Shopping
virtual screen, and on the second page we have a house. Between the double spread
pages, there is a page that is folded in half. On the first side of the page, we the consumer
scanning the barcode and buying a product from smart shopping. When the page is
flipped, we see the delivery guy in front of the consumers house holding the product that
the consumer has purchased.
 Billboard and the Banner ad
In the billboard and banner ad I want it to be simple. We have the logo in the middle and
under it a barcode. At the top we have the slogan which is “Scan me Smarty”. My
message here is to show the way of using Smart Shopping. You just need to scan the
product using your smart phone.
P a g e | 27
 Big Idea:
For every idea out there, there’s a way to get it. My idea was inspired from a logo of an
application that is found on my phone. The logo is about a trolley trying to reach the
counter. Smart Shopping main idea is about time efficiency.
Since we are living now in a techno world, and everyone is using the internet because of
its fast speed. So, I tried to link shopping with the internet because of its fast speed that
will satisfy consumers.
My main aim is to focous on consumers needs. How I am going to position Smart
Shopping in their minds. So in my TV commercial I want to show the negative side of the
old shopping method, and to convince consumers that it is a waste of time.
Even in my magazine ad I intended to show consumers how Smart Shopping is fast and
that it can satisfy their needs. That there is no other faster way of shopping except Smart
Shopping
 Creative Execution:
1. Magazine Print ad
Something so simple and so clear, straight to the point and leaves the viewer smiling; here
we have a classic example of the GOOD ADVERT.
This is an excellent operation marketing placed in a magazine, with the use of a half
paper between two pages. I actually love it because it's almost saying so much without
showing much of anything at all.
P a g e | 28
First Page
P a g e | 29
Second page when you turn it
P a g e | 30
2- TVC Storyboard
For the TVC I followed two strategies. First the demonstration strategy which show how you can use Smart Shopping. Second I used the slice of
life strategy in which the consumer has a problem, and Smart Shopping will be the solution.
P a g e | 31
P a g e | 32
3- Billboard:
P a g e | 33
4- Banner ad on Facebook:
P a g e | 34
 Pre-test Survey:
Please take a few moments to fill this survey.
We’re conducting an opinion survey about using virtual shopping screen. Your response will
help us understand the way people are familiar towards virtual shopping. Your answers are
highly appreciated and will be taken into consideration. You only need to check a box for the
answers. This survey will take about 2 minutes.
1- Your Gender:
□ Female
□ Male
2- Your Age:
□ 17 and below
□ 18 – 22
□ 23 – 30
□ 31 – 50
□ 51 and above
3- Your occupation:
4- How often do you go shopping?
□ Once a week
□ Two or three purchases a month
□ Once a year
□ Never
5- Do you think shopping from the internet saves time?
□ Yes
□ No
□ Sometimes
□
P a g e | 35
6- When do you think virtual shopping screen is essential?
□ When I am waiting in a crowd
□ When I am at university and waiting for my class
□ When I am waiting for the bus
□ When I am waiting for my airplane at the airport
7- Do you think you have a channel power, using the virtual shopping screens, that
they are found almost everywhere and that you can shop at any time of the day?
□ Strongly agree
□ Agree
□ Disagree
□ Strongly disagree
8- At last do you like the idea of virtual shopping screens?
□ Yes
□ No
Thank you so much for your time.
P a g e | 36
X. Media Planning
 Objectives:
In selecting media for Smart Shopping advertising plan; we have one objective, which is

Information and persuasion: Selecting media that can provide information of the
Smart Shopping product to the target consumers and to promote them.
 Strategies:

Be present on TV, Online, Outdoor, and Magazine in peak time and peak seasons
and to sponsor programs on TV that have high ratings
 Parameters of the Media Plan:
There are three main ways in which a media plan can vary: reach, frequency, and
continuity.
1. Reach: Reach is defined as the number of target audience individuals exposed to
Smart Shopping advertising.
2. Frequency: Frequency is the number of exposures, per individual target audience
member. Individuals may be exposed to the advertising once, twice, three times,
or many times between purchases. The most difficult decision in media strategy is
how many times the target audience needs to be exposed to the advertising, per
purchase cycle, to maximize the chance that they will purchase the brand. So
enable to let Smart Shopping reach consumers they must be exposed to it more
than three times.
3. Continuity: Continuity is the distribution of exposures, over successive purchase
cycles, for the average target audience member for the entire planning period. The
planning period usually contains multiple purchase cycles.
P a g e | 37
 Media Selection
 Target Audience:
Men and Female / Age between 10 years and above / Working People/Social class: Upper-MiddleLower.
MAY
JUNE
JULY
AUGUST
SEPTEMBER

TV

OUTDOOR





MAGAZINE





SOCIAL MEDIA





 Rationale Schedule:
The campaign duration is 6 months. It will start in May and ends in September. In May we will
have TV, Magazine, Outdoor and Social Media ads. We need to have ads in almost most every
medium depending on the company’s objective so that everyone will notice
In June and July we have advertisements in Magazine, Outdoor, and Social Media.
In August we will have a recall so we need to put ads on TV, Outdoor, Magazine, and Social
Media.
September there will be no longer for TV commercial, we will only need to advertise on
Magazine, Outdoors, and Social Media.
P a g e | 38
 Tactics:
1) TV:
 MTV
 LBC
 FTV
 OTV
 NTV
 Programs: News, Entertainment, and Comedy
 Duration of the spot: 30’’
News (daily)
Comedy(weekly)
Entertainment(weekly)
Total
LBC
MTV
FTV
OTV
NTV
3
2
2
6
4
2
2
8
3
3
2
2
6
4
1
1
2
Frequency
17
7
5
29
Cost/Program($)
$3,000
$1,500
$3,000
$9,000
 Sponsorship Programme: For 1 month MTV- Dancing with the Stars
Total
Cost($)
$51,000
$10,500
$15,000
$76,500
$40,000
 Grand Budget for1 month + 1 month sponsorship
 2 months Grand Budget + 1 month sponsorship
$116,500
$193,000
TV Rationale:
For advertising of consumer products and services, the best primary medium is almost always television.
Television is undeniably the single most effective medium for achieving overall communication
objectives and producing sales.

For MTV and LBC they are the leaders among the other TV stations. They have a high rate of
viewer ship. They are also known that they have less political views not as other channels.
Their News are being exposed by high rank of people. They also have a high rate on their
comedy and entertainment programmes.

For FTV, it’s for people who have a specific political view. It’s for Mostakbal people.

For OTV, it’s for people who have a specific political view. It’s for Awnyeh people.

For NTV, it’s for people who have a specific political view. It’s for Tahseen Khayat, “8 azar
people, who are with Syria.
P a g e | 39

Communication Vehicles:
As for the sponsorship MTV have a high viewer ship especially at their entertainment
programme like “Dancing with the Stars”. It targets all working people and family members at
different ages. So, when it comes on choosing a specific communication vehicle the programme
must be a local one. One of the best Lebanese programs that have a high ratings and it almost
target all consumers is “Dancing with the Stars”. Moreover, this program is viewed on the
number one Lebanese channel “MTV”. Smart Shopping can be the sponsor to this program
that will attract almost all the Lebanese population; especially that the program is viewed at the
peak time. So it will have a high reach. Moreover, Smart Shopping can insert their product in
the programme. Such as displaying Smart Shopping logo at the bottom of the screen while
viewing the programme . It will increase brand awareness and generate positive feelings toward
the brand and the goals.
P a g e | 40
2) OUTDOOR- Branding Buses:
Billboard - 4×3
 Supermarket
 Focus Beirut
 Central Beirut
MAY
JUNE
JULY
Supermarket



Focus Beirut


Central Beirut


Total
3
3
3
AUGUST
FREQUENCY
Num.of
Panels
Cost/Panels
($)
Total Cost($)
5
25
$3,000
$15,000

3
30
$5,950
$17,850

3
20
$4,500
$13,500
11
75
$13,450
$46,350

1
 Grand Budget for 5 months:
SEPTEMBER

1
$46,350
Outdoor Rationale:
An “oldie”, but still one of the best methods in existence, is known as outdoor advertising. Having
existed for hundreds of years, it is equally effective in today’s age. Given all inventions of modern
media, outdoor advertising signs have reached new technological peaks and attract a broader audience
range than ever before. Several advantages occur when utilizing outdoor advertising agencies to
develop an outdoor marketing campaign. Outdoor advertising anything outdoors means 24-hour
exposure to the public eye. Outdoor advertisements are one of the most cost efficient ways to reach
potential customers and clients. Moreover, it is a state of the art The latest technology now available is
such that can create incredibly eye-catching advertisements. Billboards are now actually interactive
and tri-vision permits 3 various ads to be displayed on one sign.

In May, June and July we have 3 networks since it is only over Beirut. Definitely there is a
network for supermarket because large number go to supermarket and are being exposed to it so
they can see the ad and go for Smart Shopping. They are exposed to it while they are walking to
the store which will get their attention.
P a g e | 41

In August and September we have 2 networks. In these 2 months since it is vacation and everyone
is out so it will be crowded. In this case It targets while people who are stuck in traffic and going
to work. Focus Beirut and Central Beirut to cover the whole area.
3) MAGAZINE:



Mondanite
Laha
Al Hasnaa



1 insertion per each magazine-Monthly Magazine
Cost of 1 page: $1,900
Total cost for the 3 magazines:$5,700
 Grand Budget for 5 months: 5,700×5=
$28,500
Magazine Rationale:
By using magazines as a medium for advertising, an appeal can be made to a large body of
persons with similar tastes or covering a large area. Magazines generally have a longer life
than other types of press advertising. The results of such advertising can be spread over an
extended period as magazines are often preserved and filed by the readers.

Al Hasnaa magazine have a large loyal customer. Most people actually buy Al Hasnaa
because it is a magazine for all, that target all people with all ages, and it have a good
reputation.

Mondanite and Laha magazine is a magazine that have a high rate of people buying it. It
contain lots of ads that target many people.
P a g e | 42
4) Social Media:

Facebook
 Pay-per-click costs $8,000 for 10,000 clicks
 Grand Budget for 2 months: 8,000×2=
$16,000
Social Media Rationale:
Social media provides a way for businesses to increase their "word of mouth" advertising for
online advertising we say “word of mouse”. Word of mouth has always been a powerful method
of promoting products and services. Social networking makes it possible to establish
relationships and build trust online, which allows businesses to indirectly market their products
and services to people who are more receptive to the marketing messages you are sending out.

As for social media, as we know that nowadays most people refer to social media as
facebook, twitter and others. So there is a huge target in facebook. A Pay-per-click is a
better way to use, because you can measure how many people have actually entered your
web page. It target a large number of people from all ages.
P a g e | 43
Media Book is attached with this file
P a g e | 44
XI. Sales Promotion
It may be tempting to think that a high-quality advertising programme completes the task
of promotion. It does not. A fully integrated marketing communication programme
includes additional key activities which is Sales Promotions.
Sales promotions consist of all of the incentives offered to customers and channel
members to encourage product purchases or to move sales forward.
 Sales Promotions takes two forms:
1. Trade Promotions: For Smart Shopping we need to sell it first to retailers. Trade
Promotions consist of the expenditures or incentives used by the manufactures and other
members of the marketing channel to purchase goods for eventual resale. So first Smart
Shopping must sell their virtual screens to the retailers and then the retailers use Smart
Shopping screens to let consumers purchase their products using Smart Shopping.
2. Consumer Promotions: Consumers promotions are the incentives that are directly
offered to a firm’s customers. Consumer promotions are aimed at those who actually use
the product. Smart Shopping must use several promotion offers to attract consumers to
try it.
 Objectives:

Give incentives for consumers to try Smart Shopping

Increase and support top of mind awareness

Seek a long-term engagement, and try to influence the attitude of the buyer

Boost sales, in both trade and consumer-oriented campaigns
 Strategies:

Electronic messages will be sent such as pop-ups, every time certain popular
websites are searched for in order to reach a large target audience.
P a g e | 45
 Used a price reduction by the amount of 10% on the products that they will
purchase using Smart Shopping.
 Let consumers get engage in Smart Shopping by playing a game on the virtual
screen and if they win, it will charge less on the products that they are going to
purchase.
 Communication effects of advertising and sales promotions:
Promotions work on the same five communication effects as advertising.
The manager should think of the prospective buyer in the target audience as having the
five basic communication effects to be inserted in his or her head and decide using the
combination of advertising and promotion will be the best means of achieving these
effects. But, a point is that the best promotion offers are those which work on brand
attitude. These are the consumers franchise building ( CFB).
P a g e | 46
 Tactics:
The sales promotions techniques that are most effective in generating trail for Smart
Shopping.
1. Coupons: Smart Shopping offers a 10% of price reduction to the consumers who uses
Smart Shopping after 12 am. This type of coupons is offered digitally a message is sent to
their Smart Shopping account.
2. Premiums: When a consumer uses Smart Shopping for five consecutive times he/she will
win a voucher of $50 to be able to use them with Smart Shopping. This type of premium
is called Free-in-the-mail premiums it is when individuals receive gifts for purchasing
products. Consumer will get more engaged and he/she will have more incentives to
purchase several times using Smart Shopping.
3. Price-offs: Messages or emails will be sent to customers when there is sale or price-offs
on the products of Smart Shopping.
Companies make considerable investments in sales promotion as a strategy for building
and maintaining brand dominance. Although you might believe most of a company’s
promotion budget is spent on media advertising, the various sales promotion activities
taken as a whole involve much larger expenditures.
P a g e | 47
XII. Public Relations
Public Relations is the management, through communication, of perceptions and strategic
relationships between an organization and its internal and external stakeholders. Public relations
is an effective way to give the press a thrust to talk more about Smart Shopping which will create
once more, a positive word of mouth. In this case special events, press release and media
relations will take place to seek publicity, in order to be able to interact with the public and listen
to what they have to say. Public relations will also increase awareness of Smart Shopping events
that are taking place as well as promoting the brand name.
 Objectives:

Assess Smart Shopping reputation

Prevent or reduce image damage

Increase public awareness
 Strategies:

Location branding and sponsoring public events

Press releases

Invitations will be sent to journalists and media people for all Smart Shopping
private events. This will build a good relationship with the media and create
positive publicity.
 Tactics:
1. To build a brand loyalty and other positive feelings toward Smart Shopping we
must utilize sponsorships. These programs make it possible to meet with
prospects, customers, vendors, and others in unique situations. Sponsorship
marketing means that Smart Shopping will pay money to sponsor a programme
( it will be dancing with the stars because it have high ratings).
P a g e | 48
2. Event Marketing is another way to booth publicity of Smart Shopping. Event marketing
involves supporting a specific event. Smart Shopping can support in the development and
promotion of products that are environmental safe. Since most consumers favour green
marketing. They can encourage green marketing for the safe of the environment. Moreover,
Smart Shopping can display products that are safe to the environment.
XIII. Accountability
 Evaluation and Control:
The final stage of advertising research is campaign evaluation. Methods of evaluation are
chosen to match the objectives being used. Assessing an IMC program often involves
examining the effects of individual advertisements. These efforts are conducted in three
major ways. First we have the message evaluation which is the communication process.
You have the sender, encoding, transmission devices, decoding, receiver and the
feedback. It examines the message and the physical design of the ad and the cognitive,
affective and behavioral elements. If the communication process has succeeded then the
message evaluation will be positive.
Second, we have the online evaluation metrics it examine online advertising and
marketing campaigns. Smart Shopping can produce software that can be used to measure
traffic on a website and then provide a post-purchase analysis.
Third, is the behavioral evaluation it is a method used to examine visible customer
actions, including making store visits, inquires, or actual purchases.
By using one of these methods, you can measure if the message has achieved its
objective.
P a g e | 49
References
 Books:
1. Marketing Management
Text and Cases 7th edition
Authors: Douglas J. Dalrymple and Leonard J. Parsons
2. Advertising Management 4th edition
Authors: David A. Aaker, Rajeev Batra, and John G. Myers
3. Advertising and Promotion Management
Authors: John R. Rossiter and Larry Percy
4. Advertising and Marketing Communications in the Middle East 3rd edition
Author: Kamal G. Darouni Assistant Professor at Notre Dame University
5. Integrated Advertising, Promotion, and Marketing Communications
Global edition - 5th edition
Authors: Kenneth E. Clow and Donald Baack
6. Creative Strategy in Advertising 9th edition
Authors: Bonnie L. Drewniany and A. Jerome Jewler
7. Public Relations Strategies and Tactics 9th edition
Authors: Dennies L. Wilcox and Glen T. Cameron
 Websites:
8. Jim Zemke. “How to buy using virtual stores” .Retrieved date October 14.
http://www.dailymail.co.uk/sciencetech/article-2021064/How-buygroceries-virtual-supermarket--train-platform.html
9. Brayn Kerthy. “World first virtual shopping store” . Retrieved date
October 23.http://techandfacts.com/worlds-first-virtual-shopping-storeopens-in-korea/
10. Paul Clow. “New Shopping method using Technology”. Retrieved on
November 1. http://www.bitrebels.com/technology/the-worlds-first-virtualsupermarket-opens/
11. Steve Raybould. “Advertising Models”. Retrieved on November 18.
http://www.slideshare.net/SteveRaybould/advertising-models
P a g e | 50
P a g e | 51