INTRODUCTION:

In this assignment am discussing about the advertisement of National bank of

Pakistan which was published in Dawn news paper for December30, 2009,
December 31, 2009, January 17, 2010. This is the home remittance campaign in
which NBP showing to his shareholders that it achieves major miles stones in
home remittance.

I met with the product manager and the marketing head of this whole campaign
and ask them about their views regarding my queries which I will explain below:

Discussion between me, product manager and marketing head:

What is the basic reason to run this campaign?

The basic reason is to run this campaign is to informed share holders that we
achieved our goal in home remittance.

What is the cost of this whole campaign?

This campaign is cost us 10M.

Do you think you can achieve your objectives through this advertisement?

Yes almost 80% shareholder called management and appreciate them.

What is the major reason that your advertisement is not regular as compared to
other banks?

It is very wrong perspective that our advertisement was not regular. We almost
given add in the all news paper from different sources he shows me some add as
well and define their views about it.

Who were the persons involved in creation for this add?

Ever thing is defined by the management and marketing head and their sub
ordinates is basically involved in the whole process i.e. font color, graphics.
Why do you think that this is some thing high in the mind of the people (lines
which is given in advertisement)?

The reason is to given this line in the advertisement is to ensure share holder that
we are the number 1 bank for cash payments over counters.

How do you define your target market for this particular offer?

We normally target different people by using different news papers actually our
bank is not that much indulge in corporate products so normally our target
market is the people who are ministers and a part of government.

Why do you publish it on 30th December 2009?

Because it is the end of the year and our management want to give good
impression on shareholders.

The rating that you selected is Gold, Platinum or Silver?

It is Platinum because NBP have a good good will over international market as
well.

Do you think this rating is reliable?

Yes, this rating is very reliable because NBP has very good market in all over the
Pakistan.

What is the rate of your advertising for promotion of ‘’Home remittance’’?

Publication size Position Status Rate Amount

s (cm) s
The News 108 Front color 497.50 188,055.0
Combined page 0
Business 108 Front color 504.38 190,655.6
Recorder Page 4
Combines
Jang 108 Front Color 530.00 200,340.0
Combined Page 0
Extra discussion:
There is many advantages that national bank of Pakistan always received first is
that the cost of every advertisement is officially on 40% discount rate because it is
the government bank so it is easy for the bank to run campaigns every time so
normally bank coming up with their campaign at a time when there is some
special event and need of campaign is necessary or optional. The lay out, graphics
is set by the management by knowing international standards.NBP is normally use
silent kill strategy because according to the head of marketing bank target market
are those people who sitting at the post of finance minister or minister so in NBP
adds they show different strategies which is really helpful for the bank to deliver
his message. When I asked him that why NBP add is not regular in this era of
competition so he replied that it is your thinking that NBP add is not regular he
added that we are regular and almost every day we published our add in different
news paper i.e. the news combined, Baluchistan times Quetta, Wahdat Peshawar,
Business day Karachi. We also published our advertisement in Forbes and other
well know business magazine.

ACKNOWLEDGEMENT:

I have learned so much from this assignment i.e. that how a Bank(NBP) will
perform their marketing campaign and this is a great experience to met people of
marketing and I received many information which is really give me a part of
learning.