ADVERTISING SALES & PROMOTION | INTEGRATED MARKETING COMMUNICATION | Submitted by :Submitted to: Aisha Rizwan BS(Hons) Management 7th Semester – 2011 – 20-15 | UNIVERSITY OF THE PUNJAB LAHORE INSTITUTE OF ADMINISTRATIVE SCIENCES | | |

TABLE OF CONTENT
Contents
ACKNOWLEDGEMENT 3 EXECUTIVE SUMMARY 4 HISTORY 7 Germany, France, and the Netherlands Lead the Way 7 British Magazines Appear 8 American Magazines 8 Mass-Appeal Magazines 9 The Saturday Evening Post 9 Youth’s Companion 10 Price Decreases Attract Larger Audiences 10 EARLY 20TH -CENTURY DEVELOPMENTS 11 NEWS MAGAZINES 11 PICTURE MAGAZINES 12 INTO THE 21ST CENTURY 12 INFLUENCE OF THE INTERNET ON THE MAGAZINE INDUSTRY 13 ONLINE-ONLY MAGAZINES 13 MAGAZINE-LIKE WEBSITES 15 PRINT MAGAZINES WITH ONLINE PRESENCES 15 PAKISTANI MAGAZINES 17 ENGLISH 18 URDU LANGUAGE 18 URDU MAGAZINES FOR CHILDREN 19 ENTREPRENEURSHIP DEVELOPMENT INSTITUTE 20 INTRODUCTION 21 VISION 21 MISSION 21 PORTFOLIO 22 STARTUP MAGAZINE 22 INTRODUCTION 23 MAGAZINE PROFILE 23 FEATURES 23 CREATIVE BRIEF 24 MEDIA PLAN 27 SITUATIONAL ANALYSIS 28 MARKETING ANALYSIS 28 PRINT MEDIA 28 DIRECT MEDIA 28 SOCIAL MEDIA 29 RADIO AD 29 MEDIA OBJECTIVES 29 MEDIA STRATEGY DEVELOPMENT AND IMPLEMENTATION 29 EVALUATION AND FOLLOW UP 30 PRINT ADS AND ITS DIFFERENT VERSION 31 RADIO ADVERTISEMENT 41 SCRIPT 41 PRINT IS NOT DEAD 42

ACKNOWLEDGEMENT

EXECUTIVE SUMMARY

EDI is an entrepreneurial company, launched in 2011, with an innovative vision in today’s chaotic arena. We are passionately committed to doing whatever it takes to help our clients be successful. By applying our insights and experience, we create inventive solutions that offer a smarter way forward.
Our wide spectrum of potential services includes Entrepreneurial Research & Publications, Organizing Entrepreneurship Conferences, Seminars, Trainings, Workshops, and Franchising services. We don’t just identify the problems but we transform them to powerful business ideas and add value by creating opportunities, affordable and practical options to help our clients achieve their highest entrepreneurial potential.

The magazine publication aims to enrich, enlighten and inspire entrepreneurs. We address your business problems and propose ideas for its growth. This publication also provides the franchising information, latest franchising opportunities and consultancy services to ensure small scale business success. The unique selling proposition (USP) of the magazine is that it is the sole publication in the market that specifically addresses the startup problems, current market scenarios for entrepreneurial mindsets. It is a medium for young and aspiring people out there to get information about giving their ideas a practical form. Startup also features success stories of true and seasoned entrepreneurs to motivate the youth.
Promotional camping’s development and formulating strategies to meet the marketing objectives.
Collaboration with other startup promoting organizations such as (plan9-tech hub) since its conception, Plan9 has incubated over 60 startups. A project of the Punjab Information Technology Board, Plan9 is Pakistan’s largest Tech Incubator that was launched in August 2012 to give budding entrepreneurs the opportunity to change their business dreams into a reality using technology as the key component. Today, after two years, Plan9 has evolved into more than just a technology incubator. It is now a whole eco-system for technological innovation and entrepreneurship along the lines of the Silicon Valley, with impact all over Pakistan.

Like the newspaper, the magazine has a complex history shaped by the cultures in which it developed. Examining the industry’s roots and its transformation over time can contribute to a better understanding of the modern industry.
HISTORY
After the printing press became prevalent in Europe, early publishers began to conceptualize the magazine. Forerunners of the familiar modern magazine first appeared during the 17th century in the form of brochures, pamphlets, and almanacs. Soon, publishers realized that irregular publication schedules required too much time and energy. A gradual shift then occurred as publishers sought regular readers with specific interests. But the early magazine was unlike any other previous publication. It was not enough of a news source to be a newspaper, but it could not be considered pleasure reading either. Instead, early magazines occupied the middle ground between the two.
Germany, France, and the Netherlands Lead the Way
German theologian and poet Johann Rist published the first true magazine between 1663 and 1668. Titled Erbauliche Monaths-Unterredungen, or Edifying Monthly Discussions, Rist’s publication inspired a number of others to begin printing literary journals across Europe: Denis de Sallo’s French Journal des Sçavans (1665), the Royal Society’s English Philosophical Transactions (1665), and Francesco Nazzari’s Italian Giomalede’letterati (1668). In 1684, exiled Frenchman Pierre Bayle published Novelles de la République des Lettres in the Netherlands to escape French censorship. Profoundly affected by a general revival of learning during the 1600s, the publications inspired enthusiasm for education.
Another Frenchman, Jean Donneau de Vizé, published the first “periodical of amusement,” Le Mercure Galant (later renamed Mercure de France), in 1672, which contained news, short stories, and poetry. This combination of news and pleasurable reading became incredibly popular, causing other publications to imitate the magazine.
This lighter magazine catered to a different reader than did the other, more intellectual publications of the day, offering articles for entertainment and enjoyment rather than for education, with the arrival of the 18th century came an increase in literacy. Women, who enjoyed a considerable rise in literacy rates, began reading in record numbers. This growth affected the literary world as a whole, inspiring a large number of female writers to publish novels for female readers. Abby Wolf, “Introduction,” 19th Century Women Writers, PBS, This influx of female readers also helped magazines flourish as more women sought out the publications as a source of knowledge and entertainment. In fact, many magazines jumped at the chance to reach out to women. The Athenian Mercury, the first magazine written specifically for women, appeared in 1693.
British Magazines Appear
Much as in newspaper publication, Great Britain closely followed Continental Europe’s lead in producing magazines. During the early 18th century, three major influential magazines published regularly in Great Britain: Robinson Crusoe author Daniel Defoe’s the Review, Sir Richard Steele’s the Tatler, and Joseph Addison and Steele’s the Spectator.
Great Britain’s first magazines emerged during the early 18th century, shortly after publishers had popularized the format in Europe.
All three of these publications were published either daily or several times a week. While they were supplied as frequently as newspapers, their content was closer to that of magazines. The Review focused primarily on domestic and foreign affairs and featured opinion-based political articles. The Spectator replaced the Tatler, which published from 1709 to 1711. Both Tatler and Spectator emphasized living and culture and frequently used humor to promote virtuous behavior. Abby Wolf, “Introduction,” 19th Century Women Writers, PBS and Spectator, in particular, drew a large number of female readers, and both magazines eventually added female-targeted publications: Female Tatler in 1709 and Female Spectator in 1744.
American Magazines
The first American magazines debuted in 1741, when Andrew Bradford’s American Magazine and Benjamin Franklin’s General Magazine began publication in Philadelphia a mere 3 days apart from each other. Neither magazine lasted long, however; American Magazine folded after only 3 months and General Magazine after 6. The short-lived nature of the publications likely had less to do with the outlets themselves and more to do with the fact that they were “limited by too few readers with leisure time to read high costs of publishing, and expensive distribution systems.” Joseph Straubhaar, Robert Larose, and Lucinda Davenport, Media Now: Understanding Media, Culture, and Technology (Boston: Wadsworth, 2009). Regardless of this early setback, magazines began to flourish during the latter half of the 18th century, and by the end of the 1700s, more than 100 magazines had appeared in the nascent United States. Despite this large publication figure, typical colonial magazines still recorded low circulation figures and were considered highbrow.
Mass-Appeal Magazines
All this changed during the 1830s when publishers began taking advantage of a general decline in the cost of printing and mailing publications and started producing less-expensive magazines with a wider audience in mind. Magazine style also transformed. While early magazines focused on improvement and reason, later versions focused on amusement. No longer were magazines focused on the elite class. Publishers took advantage of their freshly expanded audience and began offering family magazines, children’s magazines, and women’s magazines. Women’s publications again proved to be a highly lucrative market. One of the earliest American women’s magazines was Godey’s Lady’s Book, a Philadelphia-based monthly that printed between 1830 and 1898. This particular magazine reached out to female readers by employing nearly 150 women.
The Saturday Evening Post
The first truly successful mass circulation magazine in the United States was The Saturday Evening Post. This weekly magazine first began printing in 1821 and remained in regular print production until 1969, when it briefly ceased circulation. However, in 1971 a new owner remodeled the magazine to focus on health and medical breakthroughs. From the time of its first publication in the early 1800s, The Saturday Evening Post quickly grew in popularity; by 1855, it had a circulation of 90,000 copies per year. Saturday Evening Post,
Widely recognized for transforming the look of the magazine, the publication was the first to put artwork on its cover, a decision that The Saturday Evening Post has said “connected readers intimately with the magazine as a whole.” Saturday Evening Post, Certainly, The Saturday Evening Post took advantage of the format by featuring the work of famous artists such as Norman Rockwell. Using such recognizable artists boosted circulation as “Americans everywhere recognized the art of the Post and eagerly awaited the next issue because of it.” Saturday Evening Post,
The Saturday Evening Post popularized the use of artwork of its cover, setting a standard for other publications to follow.
But The Saturday Evening Post did not only feature famous artists; it also published works by famous authors including F. Scott Fitzgerald, Sinclair Lewis, and Ring Lardner. The popularity of these writers contributed to the continuing success of the magazine.
Youth’s Companion
Another early U.S. mass magazine was Youth’s Companion, which published between 1827 and 1929 when it merged with The American Boy. Based in Boston, Massachusetts, this periodical featured fairly religious content and developed a reputation as a wholesome magazine that encouraged young readers to be virtuous and pious. Eventually, the magazine sought to reach a larger, adult audience by including tame entertainment pieces. Nevertheless, the magazine in time began featuring the work of prominent writers for both children and adults and became “a literary force to be reckoned with.” “Youth’s Companion,” Nineteenth-Century American Children and What They Read: Some of Their Magazines,
Price Decreases Attract Larger Audiences
While magazines such as The Saturday Evening Post and Youth’s Companion were fairly popular, the industry still struggled to achieve widespread circulation. Most publications cost the then-hefty sum of 25 or 35 cents per issue, limiting readership to the relative few who could afford them. This all changed in 1893 when Samuel Sidney McClure began selling McClure’s Magazine, originally a literary and political magazine, at the bargain price of only 15 cents per issue. The trend caught on. Soon, Cosmopolitan (founded 1886) began selling for 12.5 cents, while Munsey Magazine (1886–1929) sold for only 10 cents. All three of these periodicals were widely successful. Frank A. Munsey, owner of Munsey Magazine, estimated that between 1893 and 1899 “the ten-cent magazine increased the magazine-buying public from 250,000 to 750,000 persons.”
For the first time, magazines could be sold for less than they cost to produce. Because of greater circulation, publications could charge more for advertising space and decrease the cost to the customer.
By 1900, advertising had become a crucial component of the magazine business. In the early days of the industry, many publications attempted to keep advertisements out of their issues because of publishers’ natural fondness toward literature and writing.
However, once circulation increased, advertisers sought out space in magazines to reach the larger audience. Magazines responded by raising advertising rates, ultimately increasing their profitability. By the turn of the 20th century, advertising became the norm in magazines, particularly in some women’s magazine, where advertisements accounted for nearly half of all content.
EARLY 20TH -CENTURY DEVELOPMENTS
The arrival of the 20th century brought with it new types of magazines, including news, business, and picture magazines. In time, these types of publications came to dominate the industry and attract vast readerships.
NEWS MAGAZINES
As publishers became interested in succinctly presenting the fresh increase of worldwide information that technology made available during the late 19th and early 20th centuries, they designed the newsmagazine. In 1923, Time became the first newsmagazine that focused on world news. Time first began publication with the proposition that “people are uninformed because no publication has adapted itself to the time which busy men are able to spend simply keeping informed.
Although the periodical struggled during its early years, Time hit its stride in 1928 and its readership grew. The magazine’s signature style of well-researched news presented in a succinct manner contributed greatly to its eventual success. Several other newsmagazines came onto the market during this era as well. Business Week was founded in 1929 with a focus on the global market. Forbes, currently one of the most popular financial magazines, began printing in 1917 as a biweekly publication. In 1933, a former Time foreign editor founded Newsweek, which now has a circulation of nearly 4 million readers. Today, Newsweek and Time continue to compete with each other, furthering a trend that began in the early years of Newsweek.
PICTURE MAGAZINES
Photojournalism, or the telling of stories through photography, also became popular during the early 20th century. Although magazines had been running illustrations since the 19th century, as photography grew in popularity so did picture magazines. The most influential picture magazine was Henry Luce’s Life, which regularly published between 1936 and 1972. Within weeks of its initial publication, Life had a circulation of 1 million. In Luce’s words, the publication aimed “to see life; to see the world; to witness great events; to watch the faces of the poor and the gestures of the proud; to see strange things.
It did not disappoint. Widely credited with establishing photojournalism, Life captured the attention of many on first read. With 96 large-format glossy pages, even the inaugural issue sold out. The opening photograph depicted an obstetrician holding a newborn baby with the caption “Life begins”.
While Life was the most influential picture magazine, it was certainly not the only photo-centric publication. Popular biweekly picture magazine Look printed between 1937 and 1971, claiming to compete with Life by reaching out to a larger audience. Although Look offered Life stiff competition during their almost identical print runs, the latter magazine is widely considered to have a greater legacy. Several other photo magazines—including Focus, Peek, Foto, Pic, and Click—also took their inspiration from Life.
INTO THE 21ST CENTURY
During the late 20th and early 21st centuries, the advent of online technology began to greatly affect both the magazine industry and the print media as a whole. Much like newspaper publishers, magazine publishers have had to rethink their structure to reach out to an increasingly online market. INFLUENCE OF THE INTERNET ON THE MAGAZINE INDUSTRY
In March of 2010, Consumerist published a story titled “Print edition of TV Guide tells me to go online to read most of cover story.” According to the article, TV Guide printed a story listing “TV’s Top 50 Families,” but shocked readers by including only the top 20 families in its print version. To discover the rest of the list, readers needed to go online. Phil Villarreal,“Print Edition of TV Guide Tells Me to Go Online to Read Most of Cover Story,” Consumerist (blog), March 30, 2010. As dismayed as some readers were, this story reflects an ongoing trend in magazine journalism: the move toward online reporting.
Just like their newspaper cousins, magazines have been greatly affected by the influence of the Internet. With so much information available online, advertisers and readers are accessing content on the Internet, causing declines in both revenue and readership. These changes are forcing magazines to adapt to an increasingly online market.
ONLINE-ONLY MAGAZINES
In 1995, Salon launched the first major online-only magazine at www.salon.com. “Salon, the award-winning online news and entertainment website, combines original investigative stories, breaking news, provocative personal essays and highly respected criticism along with popular staff-written blogs about politics, technology and culture. Salon, “Salon Fact Sheet
Like many print magazines, the site divides content into sections including entertainment, books, comics, life, news and politics, and technology and business. With an average of 5.8 million monthly unique visitors, this online magazine demonstrates the potential successes of Internet-based publications. Salon, “Salon Fact Sheet, Other online-only magazines include Slate and PC Magazine. All three magazines, like most online publications, support themselves in part through ads that appear alongside articles and other content. Founded in 1996, Slate is a “general interest publication offering analysis and commentary about politics, news, and culture.” Slate, “About Us: Everything you need to know about Slate, Considering itself “a daily magazine on the Web,” Slate offers its readers information on news and politics, arts, life, business, technology, and science via online articles, podcasts, and blogs. Slate, “About Us: Everything you need to know about Slate,” The successful magazine has been recognized with numerous awards for its contributions to journalism.
PC Magazine differs somewhat from Slate or Salon in that it was originally a print publication. First published in 1982, the computer magazine published hard-copy issues for over 15 years before announcing in 2008 that its January 2009 issue would be its last printed edition. In an open letter to its readers, PC Magazine discussed the transition:
Starting in February 2009, PC Magazine will become a 100-percent digital publication. So, in addition to our popular network of Websites … we’ll offer PC Magazine Digital Edition to all of our print subscribers. The PC Magazine Digital Edition has actually been available since 2002. So for thousands of you, the benefits of this unique medium are already clear. And those benefits will continue to multiply in the coming months, as we work hard to enhance your digital experience. Lance Ul an off, “PC Magazine Goes 100% Digital,” (2008), PC
While it is perhaps fitting that this computer-focused publication is one of the first print magazines to move to an entirely online form, its reasons for the transition were financial rather than creative. In describing the decision, Jason Young, chief executive of Ziff Davis Media, said, “The viability for us to continue to publish in print just isn’t there anymore.” Stephanie Clifford, “PC Magazine, a Flagship for Ziff Davis, Will Cease Printing a Paper Version,” New York Times, November 19, 2008,
Unfortunately for the magazine industry, Young’s sentiment reflects a trend that has been building for some time. Several other publications have followed in PC Magazine’s footsteps, making the move from print to online-only. Journals such as Elle Girl and Teen People that were once available in print can now be viewed only via the Internet. As printing costs rise and advertising and subscription revenues decrease, more magazines will likely be making similar shifts.
MAGAZINE-LIKE WEBSITES
In recent years, websites that function much as magazines once did without officially being publications themselves have become an increasingly popular online model. For example, Pitchfork Media is an Internet publication on the music industry. Established in 1995, the site offers readers criticism and commentary on contemporary music and has many of the same features as a traditional music magazine: reviews, news, articles, and interviews. Whether the site is capitalizing on the success of print magazines by following their format or if it is simply responding to its readers by providing them with an accessible online experience is a debatable point. Of course, the website also has many features that would not be available in print, such as a streaming playlist of music and music videos. This hybrid of magazine-like content with new-media content offers a possible vision of the digital future of print publications.
PRINT MAGAZINES WITH ONLINE PRESENCES
Indeed, most print magazines have created websites. Nearly every major print publication has a site available either for free or through subscription. Yet there are intrinsic differences between the print and online media. Bernadette Geyer, author of a poetry chapbook, What Remains, discusses the practical contrasts between online and print journals:
I will read a print journal cover to cover because I can bookmark where I left off…. Simply taking all the of the content of what would have been a print issue and putting it online with links from a Table of Contents is all well and good in theory, but I have to ask, how many people actually sit and read all of the contents of an online journal that publishes several authors/genres per issue? Bernadette Geyer, “Online vs. Print Journal Models,” Bernadette Geyer: Livin’ the Literary Life in the Exiles of Suburbia (blog), March 9, 2010,
Her question is a good one, and one which most magazines have already asked themselves. In light of this dilemma, magazines with online editions have sought ways to attract readers who may not, in fact, read much. Most websites also include online-only content such as blogs, podcasts, and daily news updates that, naturally, are not available in print form. The additional features on magazines’ websites likely stem from a need to attract audiences with shorter attention spans and less time to devote to reading entire articles.
Another way that magazines court online readers is by offering back-issue content. Readers can browse old articles without having to remember in which issue the content first appeared. The cost for this varies from publication to publication. For example, CooksIllustrated.com reprints recipes from previous issues as part of a paid online membership service, while CookingLight.com offers back issues for free. Some magazines have online archive collections, though those collections generally do not print entire articles or complete issues. Time, for example, offers “hand-picked covers and excerpts from the best articles on a wide variety of subjects.” Time, “Time Magazine Archives,” Time suggests that one should “use them as chronological guides to Time’s past coverage of a person, event, or topic.” Time, “Time Magazine Archives,” Still, even without the entire collection online, there is a distinct benefit of being able to search back for articles from 1923 from a computer.

PAKISTANI MAGAZINES

ENGLISH * Engineering & Industrial Review (EIR) (Pakistan), Engineering & Industrial magazine, Karachi (EIR) * Engineering & Industrial Review (EIR) (Bangladesh), Engineering & Industrial magazine, Dhaka (EIR) * Aurora (Pakistan), Marketing and Advertising magazine, Karachi (Dawn Group of Newspapers) * Humsay, online English media magazine (Hum Network Limited) * Newsline, monthly current affairs magazine, Karachi * Fashion Central (Pakistani magazine), Lahore * Pakistan & Gulf Economist, weekly magazine on Business & Economy of Pakistan, Karachi * Shaheen Annual Youth Magazine, English| Urdu | Saraiki |Pashto magazine from Allama Iqbal Medical College, Lahore * Pakistan Textile Journal, monthly textile magazine, Karachi * Pakistan & Gulf Economist, weekly magazine on Business & Economy of Pakistan, Karachi * Spider, monthly computer magazine, Karachi (Dawn group) * Medisearch, Quarterly magazine for Health Wellness Fitness Nutrition, Karachi * Herald, news magazine, Karachi (Dawn Group of Newspapers) * The Cricketer, monthly cricket magazine, Karachi
URDU LANGUAGE * Aanchal, Karachi * Adventure Monthly, Karachi * Sheet, Karachi * Akhbar e Jahan, Karachi * Audio Video Satellite, Karachi * Computing, Karachi * Family Magazine, Lahore * Global Science, Karachi * Humshehri, Lahore * Jadeed Adab, literary magazine, Khanpur and Germany * Nida e Millat, Lahore * Pakistan Post, Karachi * Super Star Dust, Karachi * Suspense Digest, Karachi * Jasoosi Digest, Karachi * Urdu Digest, Lahore * STAR TIMES International, Gujranwala

URDU MAGAZINES FOR CHILDREN * Hamdard Naunehal, Karachi * Taleem-o-Tarbiat, Lahore * Monthly Phool, Lahore

ENTREPRENEURSHIP DEVELOPMENT INSTITUTE
(Together we create)

INTRODUCTION

EDI is an entrepreneurial company, launched in 2011, with an innovative vision in today’s chaotic arena. We are passionately committed to doing whatever it takes to help our clients be successful. By applying our insights and experience, we create inventive solutions that offer a smarter way forward.
Our wide spectrum of potential services includes Entrepreneurial Research & Publications, Organizing Entrepreneurship Conferences, Seminars, Trainings, Workshops, and Franchising services. We don’t just identify the problems but we transform them to powerful business ideas and add value by creating opportunities, affordable and practical options to help our clients achieve their highest entrepreneurial potential.

VISION

Our vision is to become an internationally acclaimed entrepreneurial company that serves aspiring entrepreneurs and entrepreneurs through excellence in entrepreneurship education, training, consultancy and expert advice.

MISSION * To make positive difference in the lives of aspiring entrepreneurs so they can achieve their highest entrepreneurial spirit and to succeed together with passion and trust. * To provide an opportunity for aspiring entrepreneurs to be successful in their own ventures using well established EDI marketing and operating systems. * To provide innovative services and quality events on an ongoing basis to make people inclined towards entrepreneurship. * To provide continuous support and assistance to entrepreneurs through trainings and mentorship. * To expand the entrepreneurs network throughout Pakistan and across the world.
PORTFOLIO
* Conferences * Magazine (StartUp) * Build your dream (Workshops) * Franchises * Memberships

STARTUP MAGAZINE

INTRODUCTION

The magazine publication aims to enrich, enlighten and inspire entrepreneurs. We address your business problems and propose ideas for its growth. This publication also provides the franchising information, latest franchising opportunities and consultancy services to ensure small scale business success. The unique selling proposition (USP) of the magazine is that it is the sole publication in the market that specifically addresses the startup problems, current market scenarios for entrepreneurial mindsets. It is a medium for young and aspiring people out there to get information about giving their ideas a practical form. Startup also features success stories of true and seasoned entrepreneurs to motivate the youth.
MAGAZINE PROFILE

Cycle Quarterly
Circulation 3,000 (KLI)
Readership: Entrepreneurs, young students, corporate & academicians
Areas: Entrepreneurship, business startups, Growth strategies, Marketing
FEATURES
* Success stories * Startups * Startup basics * Marketing * Strategy * Franchising * Technoprenuership * Lifestyle * News & events

CREATIVE BRIEF

MEDIA PLAN

SITUATIONAL ANALYSIS

Presently there are certain magazines and newspapers such as the news, dawn and certain others which cater to the target market with idea of entrepreneurship but STARTUP is entirely based on ENTERNPENURESHIP and its practices. So the distribution is being held at the bookstores, whereas online subscriptions are also available to the consumers.
MARKETING ANALYSIS

We intend to create marketing awareness through various media such as print media, electronic media and digital media and sponsorship and so on. Facebook, twitter and instagram pages have been formed. Different blogs are also made. In print media we are making posters, broachers and standees are also being made and placed at different bookstores and universities. We are also sponsoring various events to create awareness about our brand. Radio ads and prints ads are also to be made and are to be aired.
PRINT MEDIA

In print media we are using media vehicles such as newspapers and different magazines to promote and create awareness about the magazine. We are also publishing ads on the backside of the utility bills. Different pamphlets will also be distributed in various colleges and universities and among different office and working areas. Posters will also be displayed in universities and colleges.
DIRECT MEDIA

In direct media we will use direct mails, telemarketing and electronic teleshopping. Under direct mails we will send emails to different professionals, students and the target market by using the database provided by some research companies such as Neilson and Aftab associates. In telemarketing we will send text messages using the same database as used for the direct mail. Since we are also providing online subscriptions along with that we are facilitating our users with online orders of the magazine.

SOCIAL MEDIA

Media vehicles for this purpose will be Facebook, twitter and instagram. Different blogs have been established on twitter. Facebook page has also been made along with instagram account.
RADIO AD

The radio ad will be broadcasted on different radio channels such as radio 1 FM 91, 89 and 106.2 hum FM and so on. The radio ad will emphasize on benefits provided by the magazine, the consultancy they are providing to the professionals and the students and where the magazine will be available.
MEDIA OBJECTIVES

We want to create awareness among the target market through the following: 1. Use print and direct media to provide coverage of 75 to 80% of the target market over a period of six months. 2. Reach 70% of the target audience at least 3 times over the same 6 month period. 3. Create a positive brand image through creativity. 4. Supporting the long term goal of becoming one of the leading entrepreneurship firms. 5. Retaining and sustaining our customers
MEDIA STRATEGY DEVELOPMENT AND IMPLEMENTATION

Having determined what is to be accomplished, we must consider how to achieve these objectives. For this we have classified our strategies into Target market coverage, geographic coverage and scheduling, how much reach and frequency is needed so as not to reach the stage of over exposure. We want the business professionals, new entrants in the market, entrepreneurs and corporate businesses that need to have a separate identity, youngsters; university students to receive the most media. Our optimal goal will be full market coverage but this is a very optimistic scenario. Talking more realistically we want to achieve partial market coverage but to avoid waste coverage. The reach and frequency of our advertising campaign will vary according to the levels of awareness, attitude change or buying intentions etc.
EVALUATION AND FOLLOW UP
All plans require evaluations to assess their performance, so will we, after completion of 6 month period. We will see how well did our media plan contribute in attaining our overall marketing and communication goals and objectives, also how well our strategies achieve media objectives. If the strategies are successful, they should be used in future plans. If not the flaws will be analyzed.

PRINT ADS AND ITS DIFFERENT VERSION

RADIO ADVERTISEMENT

Duration: 30 sec
Characters: 2 (1 Male) (2 Female)
Medium of Communication: Urdu
Delivery style: Conversational
SCRIPT

Male: yar meri perhai mukamal ho gai hai ab main apna business start kerna chahta houn.
Female: ye to bohat achi bat hai wese bhi ajj kal nokrian kahan milti hain.
Male: mager is silsily main mujhe guidance chahaye ho gi.
Female: aray han! Pakistan main naya magazine startup k nam say shuru ho raha hai jo graduates ko apna busness start kerny main mukamal guidance provide kery ga.
Male: phir to main aaj he ja ker kharid leta houn.
(Recording is being attached with the report.)
Note: we will be using the same advertisement on Television if needed otherwise we will be more inclined towards below the line activities to cater the targeted audiences , such as contest ( as we are rendering best 100 startup award expo 2015 ) .further details will be provided with if required.

PRINT IS NOT DEAD

Some have predicted the death of the magazines, just like they have predicted the death of the newspapers in the 90’s, but neither newspapers died, and neither will the magazines. There will still be printed magazines, no matter how popular tablet editions are. Yes, the numbers will drop but they will never die.
I Pad is a great tool, and it brings new possibilities in magazine production for sure, but it cannot replace that feeling of paper between your fingers. That smells of freshly printed pages. There will always be a need for printed magazines.
Magazines shape our lives, telling us what to wear, what to eat, what to think about ourselves and the world around us. Although this is the age of the Internet, we continue to enjoy magazines, admire their pages, editorials, headlines. Is there anything nicer than to come home after a hard day’s work, put on slippers, sit back in a sofa and read a favorite magazine that you just grabbed at the local newsstand? And so from issue to issue…

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