ADVERTISING STRATEGIES OF UFONE

Advertising strategy consists of two major elements: Advertising Message & Advertising Media. Ufone has the following strategies regarding the Message and Media of advertising:-

ADVERTISING MESSAGE:

Message Content --»The very first content of Ufone’s advertising message was humor, and then in its blooming stage it shifted its message content to youthful excitement. Recently Ufone has again adopted humorous theme for its message content. This time Ufone is winning the hearts of people through humor and it has increased RPI of Ufone. Ufone has already generated much revenue through it.

Message Format --»The format of Ufone’s advertisements has always been very colorful and eye catching. The shocking Orange & Green colours used by Ufone have always attracted people. These colors look beautiful on wall printing of Ufone.

Message Source --»The very first Ufone advertisements had Faisal Qureshi as its message source. Afterwards Ufone hired non-celebrity young models for its youthful message theme. Ufone also hired three lollywood queens i.e. Meera, Jia Ali and Veena Malik with Mikaal in an advertisement of “Baat Ban Jaye”. This advertisement created a big controversy regarding the erotic and sexually attracting acts by the three female models. Due to negative response by people Ufone had to vacate its billboards and eradicate its banners, posters etc overnight, as directed by CEO and CMO of Ufone.

But now Ufone has again hired a comedian trio featuring Faisal Qureshi, Mikaal & Hammad. The strategy behind hiring this trio is that they are economical and are personal favorites of people.

ADVERTISING MEDIA: To increase the reach and frequency of advertisement Ufone is using repetitive strategy for its advertisements. And the humorous theme always makes the ads more appealing and engaging the minds of customers. Ufone advertise in the following media types:-

Print Media --»Ufone tries and print ads in all leading newspapers including The Dawn, Jung, Nawa-i-Waqt, Khabrain. Ufone place its ads in all leading magazines as well i.e. Sunday magazine, akhabr-e-jahan, Libas, Mag etc

Broadcast Media --» It is the prior choice for Ufone. It includes the electronic media television and radio. Ufone is advertising in all Pakistani channels including GEO, Hum, ARY, Indus, TV one, HBO, Cartoon Network etc (except MTV Pakistan). Ufone also plays its ads on local channels like WASEB and Punjab TV.

Display Media --»This type of media is the second choice of Ufone where it carries out its most of sales promotion and advertising. Ufone advertise using billboards, hoardings, signs (on Shop boards etc), posters, wall paintings etc. SME Multan has used a new and innovative vehicle in display media i.e. Ufone’s painted rickshaws.

Online Media --» Internet is the online media. Ufone places flashing ads on famous portals like coolbuddy.com, pakfellows.com etc. But Ufone is not carrying out direct mail or direct e-mail advertising.

Events --» Ufone has sponsored many events in the past and holds future plans concerning it. The famous event sponsored by Ufone in 2006 was a series of musical concerts did all over Pakistan, featuring Mikaal Hassan and Junoon, it named UROCK.