5.0 Category Need
After identifying the target customers, it was vital to identify and describe their category need. PINK & BLUE aims to position its products in the category of “comfort and safety for babies” highlighting the high level of importance parents attach to both these aspects for their newborns. Under this category need are sub-category needs like, “creative furniture ideas at reasonable prices” and “customized offerings to provide personalization”. In today’s age, children desire to associate their belongings with their personality. Therefore, providing customization adds to the value proposition for the company. This is the present category where the company is positioned. It intends to position itself in the future as the company offering a well diversified range of baby products like clothing apparel, toys and baby care.
6.0 Key Benefit
Since PINK & BLUE is a new entrant in the market for baby furniture, it cannot adopt central positioning because that is usually adopted by market leaders. They emphasize on a set of aspects that they deliver the best. PINK & BLUE uses differentiated positioning of at least one key benefit. They differentiate on providing customized products like themed baby cribs, fairytale style bunk beds, space efficient prams for triplets, etc. Providing products that suit to the target customer’s particular needs provides a competitive edge to the company. Furthermore, personalization breeds personal relations with customers as well. PINK & BLUE also makes use of the Emotional selling proposition (ESP), to market its products. It refers to the emotions a customer attaches with a company. PINK & BLUE target the maternal instincts of parents and reassures its customers about their baby’s comfort and safety. These emotions of reassurance are generated in the ad campaigns as well.
7.0 Advertising Campaign
7.1 Creative Strategy
A creative strategy enables the company to highlight the feature that would be the most beneficial to them. The creative strategy helps explain how the message would be communicated to the customers. A typical strategy should be able to identify the core concepts. The creative strategy should enable the consumer to identify the main benefit of the company through its advertising campaign. PINK & BLUE boasts to provide superior comfort and the option of customization. This would be the ‘big appeal’. Every company aims to provide a unique product or service to gain competitive advantage, for example IKEA provides quality furniture at low prices by eliminating transportation and set up costs. The unique element provided by PINK & BLUE would be its customization. PINK & BLUE does not aim at providing furniture but comfort. Therefore the advertisement created should convey the factors that provide a competitive edge.
7.2 Advertising Objectives
The initial step is to create an objective. The objective helps to define the specific purpose for which the advertisement was created. One of the primary objectives of PINK & BLUE is to create awareness. Since it is a brand new company, the first step is to create recognition in the market. An advertising campaign provides a company with a course of action in order to market the products/services to the target audience. The main purpose that these advertising campaigns serve is to promote the developed product/service. The different kinds of marketing tools used in advertising campaigns are: Print media and electronic media.
The main objectives for the advertising campaign for PINK & BLUE:
- To inform the target customers about the incorporation of the brand.
- To cater to the needs of the target audience of PINK & BLUE and promote its furniture, its cutting edge products and other available services to the customers.
- To gain a competitive advantage over it’s competitors.
- To target the creativity of the target audience. PINK & BLUE allows the customers to create their own furniture according to their needs and wants. Hence, this campaign will aim at communicating to the target audience about offerings of customization by the company.
- To reward loyal customers.
In order to achieve these objectives, marketing tools such as print media, electronic media and internet/interactive media will be used.
7.3 Appeal
While creating an advertisement the company should define which appeal they would exploit. There mainly are three kinds of appeal, Rational Appeal, under this appeal marketers use logical arguments to convince customers about their products. Secondly marketers may use Emotional Appeal; here the marketers target the emotional factors that influence consumers to buy products such as looks, status and popularity.
The targeting campaign aims to exploit the maternal instincts of expecting mothers and the emotions mothers have for their children. Another type of appeal is the Moral Appeal, where the company directs at the consumers sense of what is right and what is wrong. Among the three appeals PINK & BLUE chooses to advertise through the emotional appeal.
7.4 Pretesting of Advertisements
Pretesting ensures efficiency; it identifies the weak spots within an advertising campaign and allows marketers to correct the errors.
The rough drafts created for the TV commercial and the print ad were shown to the target group of PINK & BLUE i.e. expectant mothers and families with young children between the ages of 0-12.
The story board for the TV commercial was greatly appreciated by the audiences. The message of customization and comfort depicted through the storyboard was well comprehended by the audiences at large. Due to this success, the idea displayed in the story board was converted into a TV commercial.
The rough draft for the print ad was also shown to this audience. However, the main aim of the ad that is comfort and customization failed to be understood by the audience. They claimed that the graphics used in the ad were not adequate enough to grasp the attention of a potential customer. They also said that the ad was not sufficient enough to convey the message that the furniture at PINK & BLUE actually provides comfort not furniture and that the furniture can be customized. Hence, in adherence to this feedback, a new ad was created to be displayed in various magazines and newspapers. The ad was created with new graphics and aimed at conveying the same message of comfort and customization. When the new ad was revealed to the audience, it was greatly accepted and appreciated. The audience then presented their opinions and thoughts on how the new ad communicated the message of comfort and customization in a more understandable way. This ad was later given for printing and was published in newspapers and magazines.
7.5 Integrated Marketing Communications
Media strategy refers to a mechanism used by an advertiser to evaluate and select an appropriate media vehicle to communicate their message to their target consumers (Lake 2011).
This process involves various components such as defining the media objectives, deciding on a marketing strategy to achieve those objectives, choosing from many media vehicles, such as print and electronic media, to carry out their advertising messages, using other supporting communicative tools such as sales promotions, direct marketing, personal selling, public relations, etc , determining the reach and the coverage of target consumers and finally deciding on the scheduling pattern to be followed for each medium.
PINK & BLUE being a new company in the market of selling furniture for babies and children, its main objective is to create awareness about the incorporation of the brand. The main media vehicles that will be used to achieve this objective will be advertising, through print, electronic media and internet/interactive media. This will be supported though the technique of sales promotion.
7.5.1 Scheduling Pattern
The scheduling pattern for the media vehicles used will be as follows. Print advertisements will be used first. Before the store, PINK & BLUE is launched; adverts will be featured in major newspapers like Gulf News and Khaleej Times every day, before the opening of the store, to inform the consumers about the opening. Advertisements will later be featured in these newspapers once a week.
Later ads will later be presented in magazines on a weekly basis to create and main the interest of the target consumers towards PINK & BLUE.
Electronic media in the form of advertising through television will be used to create awareness for the store and generate curiosity towards obtaining more information especially about many promotional activities.
7.5.2 Advertising
“Advertising is the ‘’grease that drives’’ the promotion’’ (Cherly Munson, 2010). Advertising is the most effective when a company wants to reach to a larger audience. Since PINK & BLUE aims to promote it products using Integrated Marketing Communications, it was decide that more than one media would be used to attain the attention of the target market. However the different advertisements will be launched at different times. The media used Print Media, Electronic Media and Internet. Print media would be used to advertise the opening of PINK & BLUE and once the brand has settled different media’s like electronic and internet would be used to inform customer about upcoming sales and promotions. This decision was undertaken to learn how successful the launch if PINK & BLUE is and accordingly make the electronic advertisements and the internet.
7.5.2 a) Primary Media (Print Media)
The print medium will be used as the primary medium of advertisement by PINK & BLUE. This medium is chosen as print media includes newspapers and magazines. This medium has a wide reach of the target consumers that includes expectant mothers and families. Newspapers and magazine viewers are leisure readers and give time and devote their attention to the ads featured in newspapers and magazines.
Since, the target customers are mothers, families with children in the age group of 0 – 12, they are bound to read or come across newspapers or magazines that will publish adverts displaying the furniture sold at PINK & BLUE.The newspapers chosen that will feature ads of PINK & BLUE are Khaleej Times, Gulf News and Xpress newspaper.
These newspapers are English newspapers and have the highest subscription rates in the region, particularly Khaleej Times and Gulf News.
Magazines will also be used as source to advertise furniture of PINK & BLUE. Expectant mothers, who care for the comfort of their baby well in advance, will read various books and lifestyle magazines comprising of information relating to the care, safety and comfort of newborns.
Hence, they will browse through popular magazines in United Arab Emirates like Ahlan, Friday and Weekend. (Friday and Weeend being supplements of newspapers Gulf News and Khaleej Times respectively) PINK & BLUE will also feature its advertisements in magazines that are mainly addressed at women. These magazines include Viva, Aquarius, Marie-Claire, etc. Outdoor advertising will also be used in the form of billboards and posters.
Billboards featuring the adverts, displaying the furniture sold at PINK&BLUE will be placed at prominent locations including roadways and highways to attract the attention of the masses. Transit posters bearing the advertisements of PINK&BLUE will be exhibited in metro stations and on buses.
7.5.2 b) Secondary Media (Electronic Media)
The secondary medium that will be used is the use of electronic media. This includes advertising through television. PINK&BLUE will air a commercial advertisement depicting the features of PINK & BLUE. This medium will be used as it helps reach a major proportion of the target consumers. It is an expensive media to use comparatively to the others but it will be only used to make the make the people aware and inform them about major sale and price reductions.
Advertising through television will only be used after the launch of the store and when the store has major sale and price reductions and other promotional activities.
7.5.3 Secondary Media (Internet/Interactive Media)
One of the supporting secondary medium that will be used consists of internet/ interactive media. With the onset of technological advancement, advertising through electronic media has gained unprecedented significance. People across the globe have become technologically advanced and have access to computers and the internet. Hence, advertising through the internet will provide a wide reach as well as it is cost effective.
PINK & BLUE will also make their presence felt online by developing a website, pinkandblue.com. This website will consist of the various product offerings that are sold by PINK & BLUE.
Customers will also be allowed to purchase products online. Social networking sites like Facebook, Twitter, MySpace is being used by people all across the globe.
Hence, PINK & BLUE will use the social networking Facebook to advertise and make itself known on the web circuit.
A group will be set up on this website where people can become members and can view the furniture being offered at the store and gain updates about the upcoming sales and other various promotion activities. This will serve as an effective tool as it will help gain effective feedback and suggestions by the customers. Banner-advertisement, will be featured on other websites such as Facebook, free-banners.com, Google amongst the others. On clicking these ads on these sites, the consumer will be re-directed to the company’s main website.
7.5.4 Sales Promotion
Another communication tool that will be used to support the advertising campaign is sales promotion. This is a technique adopted by advertisers to generate sales for a product or service over a period of time (eHow, 2011).
PINK&BLUE being a new company in the market that offers furniture for babies and children will use sales promotion as a method to provide an incentive for the trial and purchase of their offerings. This can be done through offering coupons, rebates, discounts, price-off deals etc. PINK & BLUE will use this technique to increase sale of their products.
Sales promotion differs when it is for a newly launching company and an established company. When it is being launched, PINK & BLUE will offer early bird discounts up to the limit of 30%. The first 200 customers to spend an amount of AED 500 will get 10% cash back. The first 300 customers will get a chance to participate in a lucky draw, out of which 10 people get a chance to win a free nursery make-over comprising of nursery interiors and furniture provided by PINK & BLUE. When new companies are advertised in print media, one of the major doubts is whether people will actually arrive for the opening. To tackle this issue, the advertisements featured in newspapers will contain coupons that when presented can be redeemed for a free crib mobile. This will give potential consumers a push to go to the store.
The above promotion was to aid in the launch of the company. 1-2 months after the launch, sales up to 25% will be offered during seasonal periods of Dubai Shopping Festival (DSF) and Dubai Summer Surprises (DSS).
Gift vouchers will also be available to cater to the baby shower gifting market. These vouchers will come in AED200, AED500 and AED1000 denominations.
7.5.4 a) Sponsorship
It is also called event marketing, and it is a vital part of the IMC. Sponsorship helps to create awareness about a brand and builds long term relations with customers (Mayo, 2011). PINK & BLUE aims at sponsoring children’s events that occur during the year. For example, the Mickey’s show put up Mall of the Emirates. These shows attract a large number of families with children in the age group of 0-12. Also there is the Dino Live stall put up at Jumeirah Beach Residence. At the close of summer vacation, when majority of the children are in town and ready to be back school, PINK & BLUE aims at sponsoring events in the Dubai Summer Surprises (DSS) in shopping malls. These events can be at a relatively smaller scale than the other shows. Such events will focus more on activities to attract children. For example, making name plates through sand painting. This will bring the idea of name-customization in their minds. To capitalize on these thoughts, pictures of the store, and furniture offered will also be displayed for parents and children to see.
7.5.5 Public Relations
Public Relations are when a company communicates to establish a relationship with its stakeholders, customers, and government. The main goal of public relationship is building of prestige and image through formal communication. Few months after the launch of PINK & BLUE, the audience will be aware of the product. To re-instill their loyalty in the company PINK & BLUE would request magazines like Weekend and Friday to do a two page article highlighting the different features PINK & BLUE offers. Features such as customization and superior comfort would be highlight. The main benefit PINK & BLUE would receive is that the article would be able to communicate a lot more information about the brand than advertisements would. Also it creates a prestigious image about the company in the minds of the consumers. This is so because the consumers would believe in a magazine article more than word of mouth.
8.0 Measuring the Campaign’s Effectiveness
“Advertising is not an exact science.” (AllBusiness, n.d.).
There are no marketing journals which provide a foolproof way to measure the success of an ad campaign. But on the other hand, if the course of action for the advertising campaign has been defined beforehand, then there are techniques available to estimate if the advertisements are hitting the bulls’ eye. Pink&Blue’s primary goal was to create awareness of the existence of the company and the products it offers. Looking from the AIDA model, Pink&Blue aimed at creating awareness through its print advertisements, generate interest among expectant mothers and nurseries through its emphasis on customized baby furniture, then arouse a desire to buy the furniture by promising quality at reasonable prices and finally elicit an action of purchase.
The evaluation methods can be tailored according to the specific marketing goals of the company. The various techniques of measuring effectiveness are:
- Monitor sales revenue:
A month after incorporation, the sales should be recorded to identify consumer purchase patterns. This will highlight whether the awareness campaigns worked and reached out to the target consumers. Even after the awareness stage has been fulfilled, sales revenue should be monitored to track the rise and fall of purchases. Furthermore, the sales should be compared before and after the ad campaign has been put into place. This gives a clearer idea about the ad’s effectiveness.
- Brand monitoring:
Brand monitoring is a much more complex task as compared to before. Due to the emergence of the various media outlets, there is a wider range of channels where the brand may be cited in a negative or positive light. From TV’s, newspapers and radios, it has come to social media, blogging and voicing views at public portals. Just a mere tweet creates enough negative buzz that leads to losing out on customers. Therefore, brand managers at Pink&Blue aim at monitoring the brand from all aspects. Print media channels are monitored to understand if they are reaching the right customers at the right time. For example, coupons can be attached in print ads that customers can redeem for a free crib mobile.
The coupons can be coded so that upon arrival it can be ascertained that which newspaper, publication or magazine had the maximum readers. With the help of this information, managers can make decisions of either increasing frequency of ads in newspapers which performed poorly or sticking to the good performing newspapers.
For online media, the click through rates can be calculated, i.e., the number of people who clicked on the banners on a website. Online traffic can be tracked before and after an ad campaign to fully understand the effectiveness of the same. How long the customers are spending on each page can also be monitored. Also tie ups can be made with companies providing specific monitoring services like keeping track of customer’s comments or tweets about the company. This will help Pink&Blue to monitor what the customers are saying, build on positive comments and react to negative. Also they will learn what the customers think about the company in comparison to the competitors. (Yalert, n.d)
- Surveys:
After the initial ad campaigns are conducted, surveys will be distributed, both paper-based and online, to understand how many people are aware of the company. Out of the people aware, it will then be ascertained whether their reason for awareness was the print and online ads or word of mouth advertising. With this method, Pink&Blue will be able to identify its prime vehicle for marketing its products. It will also highlight whether the ads were effective or not. The paper-based surveys will be given to customers at the payment counter, or while they wait the queue. The online surveys will be sent to the target market at large.
9.0 Conclusion
The report summarizes on a newly launched furniture company PINK & Blue. Many marketing concepts are embedded in the making of the company. The report mainly focused on Integrated Marketing Communication since it is it pivotal point of any company while creating an advertising campaign. The report also talks about measuring the effectiveness which throws light on how important it is not stop after the advertisement is created, but to go on to improve the campaign as per the needs of the consumers.
10.0 Reference List
AllBusiness, n.d, ‘Metrics for Measuring Ad Campaign Effectiveness’, AllBusiness [online], Available: , [Accessed 18 March 2011].
eHow,2011, ‘Definition of Sales Promotion’ , eHow. Available: [Accessed 16 March 2011].
Lake, L. ,2011, ‘Media Strategy’ , About. Available: [Accessed 15 March 2011}.
Mayo,C. 2011, ‘Marketing Communication’ , Reference for Business. Available: . [Accessed 28 March 2011].
Mind Tools,n.d., ‘AIDA: Attention-Interest-Desire-Action’ , Mind Tools . Available: [Accessed 29 March 2011].
Yalert, n.d, ‘Brand Monitoring’, Yalert [online], Available: . [Accessed 18 March 2011].
11.0 Appendix
11.1 Marketing Mix - 4 Ps and 4Cs
A marketing strategy is created and developed to market the product or service that is manufactured or provided by a particular firm. A marketing strategy consists of 4 Ps namely, Product, Price, Place and Promotion. These are the most important elements in the marketing strategy. However, it is also very important to comprehend what the customers want from the product. A firm should just not seek to develop products or services from a business perspective. Hence, when an Integrated Marketing Communications strategy is planned out, understanding the customer and they’re needs and wants to extremely significant. For this reason, the 4 Cs marketing mix was developed in accordance to the customer’s needs and wants. The components of this strategy include Customer Value, Cost, Convenience and Communication
The Integrated Marketing Communication strategy developed for Pink and Blue seeks to blend the 4Ps and the 4Cs.
Product
Product refers to the product offerings of the firm. It includes the product it self, quality, design, brand name packaging and all the other aspects.
At Pink and Blue, a range of products are offered for the target group, i.e. expectant mothers and families with children. The products offering include nursery furniture such as cribs, cots, dressers and wardrobes, bassinets, changing tables, highchairs, cradles and swings, nursery bedding, baby monitors and also nursery interiors such as wallpapers, pictures and lighting. PINK & BLUE also offers baby carriers like prams and car seats to help the parents during the times of travel. It also provides bath accessories such as bath towels, baby wraps, bath mats and shower curtains and many other accessories. The furniture offered to children between the age group of 5-12, includes beds (that can be customized), study tables, computer tables, bean bags, storage products among the others. Various wallpapers and flooring according to the taste of the children, are also offered. PINK & BLUE sells furniture at a wholesale price to nurseries and play schools. The products for sale include wallpapers, flooring, tables, chairs, bulletin boards, pictures and frames, etc.
Customer Value
This element of the marketing mix from the customer’s perspective focuses on what the customer wants and needs from the product. PINK & BLUE’s target customers include expectant mothers. This target group needs and wants includes comfortable furniture, among many other things, that for their soon to be born babies. Another target group includes families with children between the age group of 0-12. This group is constantly in search of furniture to meet the needs of both the parents and their children. PINK & BLUE provides unique and colorful furniture that can be customized to suit the needs and wants of this particular target group. Hence, PINK & BLUE offers products which seek to satisfy the needs and wants of their target group. By satisfying their needs and wants, PINK & BLUE can help deliver value to their customers.
Price
This element in the marketing strategy refers to monetary item paid for the product or the service that is obtained. Competitor analysis was first used to determine the floor price for the furniture. The furniture will then be priced accordingly to the customization as per the customers. The nursery furniture like cribs, cots, etc will start from the price range of AED 600. The bathroom accessories start from the range of AED 60. Travel accessories start from the price of AED 150. Furniture for the children between the ages of 5-12 starts from the price AED 70. All of these furniture items can be customized and will be priced according to their customization. Furniture that is sold at wholesale prices to nurseries and playschools can be negotiated accordingly.
Cost
This refers to the cost that needs to be paid by the customers. This often relates to the value as perceived by the customers. PINK & BLUE offers its customers the choice of customizing the furniture that they purchase. Hence, if the customers customize the furniture, it will be held as more valuable in the minds of the customers.
Place (Location)
This component in the strategy refers to the system through which the producers/sellers make their product or service available to the buyers/consumers
PINK & BLUE manufactures it’s own products and makes it available to their customers by selling their furniture in a store that is located in Jumeirah1 in the city of Dubai. The store is placed directly opposite Mercato Mall. This location was chosen as it is right in the middle of a well populated residential area and since it is on the main road, it will be easily visible to the on-lookers driving through the road.
Convenience
This component of the marketing mix from the customer perspective corresponds to the place component of the marketing strategy. The products/services must be available by the firms to their consumers according to their customer’s convenience. PINK & BLUE is located in Jumeirah 1, an area that is densely populated with many families with children. Hence, if these families need furniture for their children, they can acquire so from PINK & BLUE.
Promotion
Promotion refers to the element that the firm or the advertisers use in order to communicate the firm’s product offerings to the customers at large. This promotion mix includes advertising, sales promotion, personal selling, etc.
The promotion mix used for the promotion of PINK & BLUE includes advertising, sales promotion, public relations.
Communication
In order to make the consumers well aware of the products or service that is being offered by the firm, it needs to use effective communication. PINK & BLUE uses the Integrated Marketing Communication efforts to communicate their message to their target group. PINK & BLUE uses Print Media including billboards, magazines and newspapers, Electronic Media like radio and Internet/Interactive Media like an online website, social media marketing and banner advertising.
11.2 AIDA Model
Advertising is a dynamic concept that is subjected to change according to the conditions in the market. Advertisers use a variety of models to help communicate their message to the consumers. However, their message remains the same. They all seek to create awareness and then persuade the consumer to buy the product/service.
The AIDA is a model used in the field of advertising to attract consumers and convince them to buy the products/services offered.
The AIDA model consists of 4 elements. These are: Awareness, Interest, Desire and Action.
Source: (Mind Tools,n.d.)
3.0 Advertisements
3.1 TV Commercial
TV commercials usually depict a story. When in design stage, these stories are depicted through a series of illustrations that are sequenced to be converted into an ad. These illustrations are called a storyboard. The storyboard created for PINK & BLUE was conceptualized keeping the big appeal in mind. It aimed to communicate the message of the company’s offerings of customized products which are comfortable.
Scene 1:
The story starts with the protagonist, a 7 year old boy, at his friend’s house. The friend shows him to his newly furnished bedroom, which consists of a race car bed, wallpapering done to depict a race flag and the sign “Get, Set, and Go”. Also there is a night lamp in the shape of a traffic signal. The protagonist is left in awe at this sight.
Scene 2:
Meanwhile, in the kitchen, mothers of the respective boys are discussing a new furniture store in town, called PINK & BLUE. The mother who refurnished the boy’s bedroom informs the protagonist’s mother about the location of the store and the fact that this store provides customized bedroom sets. She also mentions the discount being offered due to the launch. This shows word of mouth advertising. The protagonist’s mother takes the idea into consideration.
Scene 3:
Here, the protagonist is seen back home, in his bedroom. He is shown as unhappy with the décor of his plain bed, nightstand and chest of drawers. The teddy bear falling loosely out of his hand narrates his discontent. Also there is football in his room, which shows his interest in the game. In addition, the door to his room is illustrated as being ajar, with his mother peeking in. She sees him upset with his current room décor and she thinks about what her friend told her earlier that evening.
Scene 4:
The next scene shows the boy visiting the PINK & BLUE store in Jumeirah with his parents. The store is illustrated as advertising its launch with a “NOW OPEN” sign, along with the sales promotion signs. Also through the glass doors, the different kinds of products at offer are visible. On the ground floor is furniture for babies, like, cribs, prams, bassinets, etc. On the first floor there are themed beds like a castle bed. This brings forward the idea that the company is new, it is having sales promotion, and it offers furniture.
Scene 5:
In the final scene, the protagonist is shown in his new room, which is designed by PINK & BLUE on the theme of football. There is a football shaped bed, with a similar night lamp. There is a jersey framed on the wall. Also the rug under the bed depicts the football field. Also the study table is converted to have a dual purpose. It is a study table as well as there is a net below to score goals. The boy is seen as dreaming of sleeping soundly in his new bed, content with his room décor. This represents his perceived comfort and his satisfaction with the brand.
3.2 Depiction of the Print Advertisement
Since PINK & BLUE is a new company, one of its main objectives of marketing is to create awareness of its incorporation. This was done through its print ads. The print ads were designed to create awareness about the launch and to communicate the benefit provided by the company. Another aim was to position the brand in minds of consumers as a company with a competitive advantage.
The advertisement creates awareness about the company with the company name and tag line mentioned on top. The tag line, “…because your child needs its space”, represents children getting a say in decorating their room. Also how children nowadays are increasingly feeling the need to differentiate themselves from others. Then the benefit provided by the company is communicated through imagery. A mother with a new born baby is shown thinking of decorating her newborn’s room with themed beds, for example, fairy tale theme or sailor theme. It appeals to the emotional maternal instincts of mothers and attracts families as well. The write up in the middle of the ad brings forward the concept of comfort. It says that children will be so comfortable that they will feel at home even while sleeping. Therefore, the ad has highlighted the two main appeals of PINK & BLUE which is customization and comfort. Finally, basic details about location and telephone number are given. The colour scheme is kept simple and elegant, to highlight the logo and company name. The ad also mentions the company website, , to capitalize on its internet presence.
Name: ___________________
Mobile Number: __________________
(Contact for future promotions YES No)
Date of Visit: _________________
Email Address: __________________________
Suggestions:
______________________________________________________________________________________________________________________________________________________