INDIVIDUAL ASSIGNMENT

NAME: FATIMA SHAHID

CLASS: BBA-8 (MARKETING)
EP # 1802013
COURSE: DIGITAL MARKETING
SUBMITTED TO: DR AMMAR SIDDIQUI
 ANTIPLAGIARISM DECLARATION
Plagiarism, as I understand it, is stealing and utilizing someone else's ideas, writings, works,
or inventions as if they were one's own. Plagiarism, I understand, encompasses not just literal
copying, but also the wide use of another person's ideas without adequate attribution (which
includes the proper use of quotation marks). Plagiarism, as far as I'm aware, encompasses this
type of appropriation of content from textual sources and the Internet. I acknowledge and
understand that plagiarism is wrong.
This is my personal work, idea and concept and thing matching will be a pure coincidence. I
understand that plagiarizing someone else's assignment, in whole or in part, is unethical, and
that submitting identical work to others is a kind of plagiarism. I have never permitted
someone to replicate my work with the goal of passing it off as their own, and I will not do so
in the future.
FATIMA SHAHID
9 NOV 2021

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 PART 1
Choosing the most adequate advertising media: Case of Pakistan Tourism
Q1. Discuss the strengths and limitations of each of the four traditional advertising
media (Newspaper, Magazine, Radio and Television) vs. digital advertising in relation
to Pakistan’s tourism’s “Don’t travel now, so you can travel later” campaign.

STRENGTHS
NEWSPAPER DIGITAL ADVERTISING
People trust the information available in The Digital advertising mediums are much
newspapers a lot and especially during the more popular among the youth that most
pandemic days many people resume their likely travel and therefore through this
habit of reading newspapers. medium we can target the exact population.
In comparison to other conventional media, The digital media advertising is cheap and
these newspapers are also incredibly more effective as compared to print media.
inexpensive and accessible.
Furthermore, because people trust Also, through digital media advertising, we
newspapers more than social media, our can create a 2-way communication with the
campaign would benefit from this. tourists and effectively persuade them to
halt the traveling for a few days.
LIMITATIONS
Nowadays people don’t have too much time With digital media one advertisement
to read a lot, therefore, the chances of limitation is that in some areas of Pakistan
reaching the message to the target people still don’t have much internet access.
population is very low (especially the
tourists).
A newspaper's lifespan is quite limited. If an Sometimes people can get bored with too
advertisement is not noticed by the target much digital advertising causing higher
population within the required time period, chances of the message being ignored.
then it will be of no use and a waste of
money only.
Color commercials are the most effective Some online advertising platforms are
and catchy to the readers but they are few highly expensive.
and expensive.

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 STRENGTHS
MAGAZINE DIGITAL ADVERTISING
Magazines are colorful and appealing due to Digital advertising has a stronger influence
which it makes a strong impression on the if we choose bloggers and celebrity
audience. endorsements.
Since magazines have a long shelf life, their Also, in Digital advertising we can measure
content, including advertisements, has a the effectiveness of our working medium
lasting impact and this will be very much and change or optimize it accordingly.
beneficial as we don’t know when will the
pandemic end, therefore a medium will
work best which continues to work each
time they pick it up.
LIMITATIONS
Because just a small percentage of the Collecting and exploiting client data for
population reads magazines, we won't be digital marketing reasons raises a variety of
able to reach the masses with our message. legal issues.
Magazines are expensive not everyone buys If not prepared to handle negative criticism
them therefore our reach would be limited. our brand image would be affected because
digital advertising creates a 2-way
communication channel.
STRENGTHS
RADIO DIGITAL ADVERTISING
Our message can reach to those people who The sharing option available on various
are living in areas having no or less digital media tools helps a lot in spreading
technology. our message.
It is an easy to access medium therefore our Online collaboration with tourism
message can reach to masses anytime and companies can be done easily and increase
anywhere. the effectiveness.
LIMITATIONS
Nowadays very few people listen to the In digital marketing, if the advertisement is
radio. not catchy there is equal chances of the
advertisement being ignored.
To grasp the message, diligent listening is Digital marketing also increases the

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required. competition and, in this case, Pakistan
tourism can lose the tourists it has gained
after a lot of hard work.
STRENGTHS
TELEVISION DIGITAL ADVERTISING
Television advertisements are highly The information we are trying to deliver
effective as the highest ratio of the will be available on the digital mediums
population watches it and especially during anytime and for longer than any medium.
the pandemic days. The longer the information is available the
higher the chances of acceptance.
Empathy and feeling are fostered. Good The advertisement is easy and cheap to
television commercials are more than just change or edit on digital mediums rather
walking, talking messages. You choose how than any traditional media.
you’d like your audience to respond (Smile,
laugh, cry, make a move, or anything else).
LIMITATIONS
Producing TV advertisements is highly Requires SEO and other methods to keep
costly plus you also have to buy appropriate your advertisement on top so that it can be
air time that adds more to cost. seen by people.
Frequency is very important in TV Digital media has a range of platforms
commercials. They must be seen several sometimes choosing the right ones is too
times before they are remembered by the complicated.
public.

Q2. In light of the discussion about the strengths and limitations of each media, what is
the most appropriate medium (or media) to employ for this campaign. Explain why and
how.

Ans: People have curtailed their consumption of newspapers and magazines as a result of
covid-19, as they may transfer germs and viruses. Therefore, these two mediums are
completely eliminated from the list. Radio is not suitable because it is not a trending
communication medium nowadays. Television is a suitable medium; it targets the mass
population but is very much expensive.

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Therefore, from the above mediums, the most suitable medium is the digital advertising.

REASONS FOR CONSIDERING DIGITAL ADVERTISING:

1. The most important thing to be considered is that digital advertising provides you an
opportunity to target a range of populations according to your preferences (like a specific
age group, region, even at a specific time).
2. Secondly the digital advertising is much lower in cost than television. Therefore, during
these tough days for our economy, we can save our money by choosing a cost-effective
advertising platform.
3. And furthermore, changes and optimization of the advertisement are easy and cheap in
digital advertising.
4. Most of the tourists are youngsters and they are present online on different social media
platforms (like Facebook, Instagram, etc.) therefore targeting them there would be very
effective.
5. Plus collaborating with the hotels and tour management organizations with our campaign
“Don’t travel now, so you can travel later” will be easy and safe. This online
collaboration first itself promotes distancing and secondly will produce more effect on the
tourists’ side. We can collaborate through going live, creating posts and other engaging
activities.
6. Another significant advantage it is that it easy to measure the effectiveness of an
advertising campaign through tools like google analytics and others. So, we can analyze
and target people accordingly to spread the message.
7. Digital media also provides a 2-way communication path which will help us to
understand the objections of people and provide them with solutions regarding the
traveling and safety issues.

SOME SUGGESTIONS:

For this campaign “Don’t travel now, so you can travel later” a video advertisement should
be developed which will deliver two important messages. The first is the optimism and
encouragement that we will soon recover from the deadly pandemic and that our lives will be
better soon. While the second, will emphasize social distancing and staying at home for the
safety of yourself and your loved ones.

It is also recommended to hire celebrities in the advertisements that are recognized and
influence the target population a lot. The theme of the video message should be delivered

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clearly and should be emotional and hopeful so that viewers can immediately connect with
the message. And also, in the last a short radio message or message between phone calls is
recommended as through it our message can reach to remote areas as weli so that the people
there also take precautions and avoid hosting and welcoming the tourists.

To keep it engaging we can develop 2 to 3 different video messages or 2 to 3 connecting

videos delivering the message through some sort of story being displayed on screens.

PART 2

Q.3 Identify the benefits that accrue to the organization and its customers if a valued
relationship is developed between the two parties in context of digital marketing. (Do
include practical and relevant examples to justify)

Ans: Pakistan was named the top vacation destination for voyagers for the year 2020 by
Condé Nast Traveler, a luxury and lifestyle publication located in the United States, on
December 15th, 2019. Since the year 2018, Pakistan's travel sector has grown, contributing
over 7.1 percent of the country's GDP and opening doors to new economic opportunities. It
brings progress, foundation, new money inflow, and open employment in the country, thus it
was a wise move by the government to establish Pakistan Tourism Development
Corporation to work with regions, domains, and districts to provide a secure environment for
visitors and provide excellent help.

In its report, the magazine also praised the country's beautiful scenery. Condé Nast Traveler
notes, "Pakistan possesses more peaks taller than 22,965ft than China and Nepal
combined, making it an almost magnetic place for adventure tourists and brave hikers."

PAKISTAN TOURISM DEVELOPMENT CORPORATION

(PTDC) was established as a Public Corporation Limited by Shares on March 30, 1970, under
the abolished Companies Act 1913 (now the Companies Ordinance, 1984). The Government
of Pakistan owns PTDC (99.75 percent share). This corporation's main goal is to promote and
enhance Pakistani tourism. In order to promote the idea of staying at home, PTDC is in
charge of creating an awareness campaign against traveling in Covid-19. Pakistan's
government has recently expressed a significant interest in promoting the tourism business
globally in order to generate more foreign cash from the country's naturally endowed tourist
attractions. It has the potential to strengthen the economy as well as increase worldwide
awareness.

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BENEFITS THAT ACCRUE TO THE ORGANIZATION AND ITS CUSTOMERS IF
A VALUED RELATIONSHIP IS DEVELOPED BETWEEN THE TWO PARTIES IN
CONTEXT OF DIGITAL MARKETING.

The Pakistan tourism and travel sector, which includes car rentals, restaurants, tour operators,
hospitality and rental agencies associated with the travel industry, has aided in the expansion
of this small-scale business. Pakistan is gaining a lot of attention from internet media activists
and bloggers and vloggers from all around the globe the cuisine, culture, and hospitality that
YouTubers and food critics have received from Pakistan. Some examples of such social
media presence are Travel Beautiful Pakistan (it is a travel company that posts pictures of
various beautiful places of Pakistan inspiring people globally to visit themselves).

Currently, in Pakistan, the travel industry advancement activity has provided outdoor places
in KPK for destination vacations, that focuses to encourage conservative and multifunctional
convenience to convey more accommodation to the vacationer going to far areas where it has
safe and pleasant resting places with rooms, kitchen, washroom, stopping and playing zones
for children, and having a bonfire in the evening. The outdoor unit is built of wood and fiber
and makes a little effect that has piqued people's curiosity in continuing to live the
experience. Many event planners posted the details of destination weddings in different
places of Pakistan promoting its natural beauty, hospitality and tourism.

On the one hand, the pleasant views of natural sceneries and, on the other, all the necessary
conveniences are required to make the experience even more energetic and beneficial. These
units were used all around the world and are now available in Pakistan for daring family
vacations. These instances have already been introduced in Bishigram, Thandiani, and Sharan
Forest Kaghan, and they are currently on their way to Swat, Biyari, Gol, Anakar, and Alalai
Areas, as well as Gabin Jabba. The Prime minister of Pakistan also took part in the promotion
campaign and promoted tourism in Pakistan through digital platforms as well as special visits
to such places like recently he visited Nandana Fort where Al-Beruni measured the
circumference of Earth, this is all indirect marketing of tourism in our country.

Here the PTDC delivers a consistent customer experience through all its digital marketing
initiatives. It connected with the customers’ touchpoints and work on them to satisfy
customer demands, boost happiness, and offer an excellent experience by being customer-
centric and concentrating on customer relationships. Hence getting customer loyalty,
satisfaction and building a brand value. Also, the PTDC increases its profitability because

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Loyal customers spend more with brands; in fact, when it comes to purchasing decisions,
customers are now prioritizing customer experience over cost. Organizations also get the
benefits of word of mouth. Tourists on the other hand receive a lot of care and satisfaction.
Their needs are addressed the organization cares about them and showed them with its
efforts. Hence from the above example the idea of getting mutual benefits if a valued
relationship developed can be understood easily.

Q4 What segments should be targeted by the organization for a successful digital

marketing program? Justify your answer. Also, explain why targeting the right
customers is imperative to the success of the relationship marketing program in context
of marketing mix. Also suggest price strategies mechanisms in Pakistan, considering
different consumer segments

Ans: SEGMENTS FOR SUCCESSFUL DIGITAL MARKETING PROGRAM:

PTDC will concentrate on two broad types of business sectors:

International: In the global market, there are a rising number of people looking for new
experiences, information about civilizations, and global exploration. As a result, there might
be a variety of sections for the global market, ranging from LSM 7 to LSM 10 (expectation
for everyday comforts measure). They are most often single men and women in groups and
families. To this market, PTDC can advertise and provide new modern administrations, as
well as help worldwide bloggers and commenters assess the friendliness and experience, and
provide them a safe and secure environment. PTDC can provide famous celebrities,
influencers, or bloggers from all over the world with a sponsored visits to famous tourist
attractions of Pakistan. As we have discussed already that digital marketing will be the best
therefore when these people will post thousands of people will be influenced.

Local: Pakistan is frequently recognized for its outstanding natural beauty, with its traditions
and richness in social heritage attracting a great deal of tourist curiosity and attraction,
therefore also a collaboration with educational institutions (for a picnic, educational trips,
etc.) will also be a good initiative. Also organizing cultural activities of different festivals at
such places will also attract locals to explore their beautiful country. PTDC should also
organize Trekking and expeditions in collaboration with different tour management agencies
that will attract the 60% population of our country (youth).

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WHY TARGETING THE RIGHT CUSTOMER IS IMPORTANT?

We all know that 5-10 years from today no one knows how beautiful and safe Pakistan is and
even we didn’t have explored our country that much. By now by the Grace of Almighty Allah
and the right strategic planning of our government tourism contributes to our GDP by 7%
before the pandemic. Let’s see how PTDC chooses and work on the right marketing mix.

Product: PTDC has done a great job in identifying the most suitable tourism points all over
the country. Like in the coastal regions of the country government has promoted new beaches
and islands like (Charna Island, Kund Malir, Astola island, Ormara beach, etc.). In the
northern areas tourists points like (Babusar top, Kumrat valley, Rama meadows, umbrella
waterfall, and many others). It also identified many religious, cultural and educational sites
(like Shigar fort, Hingol National Park, Nandana fort, etc.)

Place: Our government has also ensured to be on social media where the customers will
search for them. We have our tourism websites a lot of tour agencies that are providing
quality services to both local and international tourists. Some of the famous are getout.pk,
easytrips.pk, Pakadventures.pk and many others.

Promotion: A major part is discussed above how through targeting tourists by social media
platforms, Prime Ministers tweets and visits, influencers and bloggers tourism are being
promoted in Pakistan. Also, additional services like Scuba diving, cable car, horse riding
etc. are being used to attract people to different places.

Price: The tour packages are provided in different ranges keeping in mind the needs of every
customer type. From a single room to complete houses are being rented to tourists, Different
vehicles are available, food facilities are being provided at different places all at reasonable
prices to satisfy the customers.

PRICE STRATEGIES MECHANISMS IN PAKISTAN:

The domestic tourism market in Pakistan is where we need to minutely observe and identify
the existing market segments. After that, all the above advertising strategies work. And is it
equally important to customize a pricing strategy for each segment in order to gain a
competitive advantage. As correct pricing can boost the revenues of an industry.

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Tourists in Pakistan are divided into the following categories:

There are several types of tourists who travel for various reasons, and these groups exist in
the Pakistani market.

1. Tourists who are traveling with their families: Families can be provided off on prices of
on hotel rooms and transportations and other recreational facilities provided there.
Because a little low price on the bulk of customers is not a bad idea. Also, families should
be provided with such shops or facilities they can buy traditional gifts for their relatives.
2. Health tourists: They should be provided free or low-priced transportation; this will
attract them to travel and explore the place because they have purposely come for a
medical cause not to travel.
3. Tourist groups: Tourist Groups should be provided off on prices of recreational activities
like scuba diving, Cable cars, etc., because they have only come there for entertainment
and should be cared about that.
4. Tourists on business: They should be provided off on restaurants and cafes. Business
tourists should be attracted through different seasonal things through low pricing to turn
them into family tourist/group tourist/solo tourist.
5. Solo adventurers: Solo adventurers should be offered assistance in taking photographs,
shopping completely free.
6. Incentive Tourists: They should be cared for and welcomed with a warm heart, but they
are already sponsored therefore no pricing strategy should be considered for them.

Q5 Suggest the ways in which organization management may encourage long-term

profitable relationships with the selected segments in context of products and services.
(Do include practical and relevant examples to justify)

Ans: TRANSPORTATION FACILITIES: PTDC should work to provide a well-developed

and safe route to tourist destinations like many roads in northern areas are narrow and not
properly laid down. These routes are risky and any accident can ruin the progress it has
gained up till now. Also, for international tourists’ visa process should be made easy.

SECURITY: PTDC should also work on the safety of tourists from terrorists, thieves and
wild animals. A special task force should be developed along with the motorway police that
will only look after the tourists’ sites. Also, PTDC should collaborate with the forestry
department to hire hunters for the protection of tourists from wild animals, the special task
force should also be trained for dealing with wild animals.

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GARBAGE: It is topmost responsibility of PTDC to keep the tourism sites clean. People
should be charged for causing pollution at any site. Furthermore, a proper dumping and
recycling system should be developed to maintain the beautifulness of the place.

HOSPITALITY INDUSTRY: Our government is doing a great job and it has been
promoting tourism very well for the last 5 to 6 years. But unfortunately, it also hast to pay
attention towards the hospitality industry. From luxurious to cozy and low-priced good
accommodation facilitates should be developed for catering to national and international
tourists.

UNEXPLORED RELIGIOUS TOURIST SITES: Pakistan has many Christian, Buddhist

and Sikh religious cities to be attracted by tourists like (Dhamarajika Stupa and Monastery,
Gurdwara Panja Sahib famous located in Hasan Abdal, and Gurdwara Rori Sahib, St Andrew
Church-Stained glass). These sites should also be maintained as a cultural heritage to promote
tourism.

IGNORED CULTURAL HERITAGES: Many of our important cultural heritages like

(Moen-jo-Daro, Harappa, Ranikot fort, etc.) are not being given proper care and attention and
are left to be diminished. It comes in one of the foremost duties of PTDC to protect and
maintain or cultural heritage and develop tourism through it.

TOUR GUIDES AND COMMUNICATION CHALLENGES: We are attracting tourists

with great pride and enthusiasm but unfortunately have ignored some basic issues one which
is the tour guide. PTDC should work on developing a team of properly trained and secure
tour guides that knows different local and foreign languages to provide ease of traveling and
communication to our tourists.

However, the epidemic has resulted in serious monetary consequences throughout the world,
and as a developing economy, Pakistan has also faced a decline in the tourism industry. The
question now is what measures the government will take to maintain this sector and the future
fate of the tourism industry in this country. Summer has the greatest rise, but a major fall in a
pandemic is to be expected. The government must take meaningful measures to maintain
tourist interest and to assist this growing sector. This area has the potential to conduct out
substantial unfamiliar commerce in order to restore depreciated currency and provide job
opportunities in both formal and informal settings in order to reduce poverty and
unemployment. To expand and accrue to the economy, Pakistan's government hopes to
compete globally with the top nations in the tourism sector by 2025.

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 REFERENCES

▪ https://info.zimmermarketing.com/blog/pros-and-cons-of-newspaper-advertising
▪ https://imagine-express.com/benefits-magazine-advertisements/
▪ https://www.nibusinessinfo.co.uk/content/advantages-and-disadvantages-digital-
marketing
▪ https://smallbusiness.chron.com/manage-radio-advertising-campaign-23936.html
▪ https://blog.siasat.pk/conde-nast-traveler-pakistan-best-holiday-destination/
▪ https://worldnaturenews.com/2020/02/08/pakistan-worlds-best-travel-destination-for-
2020-by-conde-nast-traveller/
▪ https://www.ngdata.com/what-is-customer-relationship-marketing/
▪ https://tourism.gov.pk/
▪ https://blog.graana.com/tourism-in-pakistan-tourist-attractions-challenges-and-potential/

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