UOB Upro+ Integrated Marketing: Advertising and Promotion Strategy

This report details the advertising and promotion strategy for the UOB Upro+ product launch, targeting Singapore's youth market. The campaign, scheduled to launch on Singapore Youth Day, aims to create product awareness and drive sales through various tactics, including public events, social media promotion, and celebrity endorsements. The report addresses ethical and regulatory issues, outlines the creative strategy involving incentives and collaborations, and presents a media plan that leverages diverse channels such as television, radio, and social media. The action plan includes specific tactics like using mascots and partnering with established brands to enhance credibility and brand image. The campaign's theme, "Live Stylist Cool," and tagline, "Styled Life, You Pro," are designed to resonate with the target demographic, encouraging them to invest early while enjoying their lifestyle. Desklib provides similar solved assignments and past papers for students.

Running head: ADVERTISING AND PROMOTION
ADVERTISING AND PROMOTION
Name of the Student
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Table of Contents
AdveeAdvertising strategy.........................................................................................................3
Reaction of the customer towards the product:......................................................................3
Purpose of the advertising strategy........................................................................................3
Ethical and regulatory issues..................................................................................................4
Creative strategy:...................................................................................................................4
Media Plan:............................................................................................................................5
Action plan and tactics...........................................................................................................6
References:.................................................................................................................................7

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Advertising strategy
Advertising strategy can also be defined as the blueprint to help an organisation to
increase the sales by creating awareness among the customer. An advertising strategy
addresses the key opportunity and problems that will have a huge impact on profit margins,
sells and goodwill of the company (Armstrong et al 2015).
Reaction of the customer towards the product:
The advertising campaign of UOB Upro+ will be carried out for 1 month. The
campaign will start from 2nd July 2018, the Singapore Youth Day. The campaign will be
launched at Central Business District. The campaign is organised to launch a product of
UOB. The campaign is supposed to generate the following reactions to their customers:
 The Campaign that UOB Pro+ is organising will grab the attention of the customer.
They will be fully aware of their product. (Kolb 2013).
 The product idea is new and it’s mainly for the youth of the Singapore. Youngsters
will invest more on these products as these are specifically made for them. A good
campaigning strategy will help in attracting the investors (Lou 2014).
 The advertising strategy will help in surviving in the fierce competition market. A
good campaigning strategy will create a sense of superiority among the customers and
they will choose those products. Consumers prefer to buy the products that have good
brand awareness.
Purpose of the advertising strategy
The purpose of the advertising strategy is to introduce their new product Upro+ in the
market. This will help in building awareness in the market. Building product awareness will
help in sales and making profit.

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The advertising campaign will help in communicating the main objectives of the
product. It will help in giving the details about the product to the customer.
Ethical and regulatory issues
The organisation should be aware of the following ethical and regulatory issues before
making the advertising strategy:
 The advertising campaign should not mislead the customer by delivering wrong
message to the customer. The message they will be delivering through the advertising
strategy should be true. False information to the customer about the product increases
the risk of criminal and civil litigation (Shapiro and Ossorio 2013).
 Maintaining the right balance between the positive and negative aspects of the
product is very necessary. An advertising strategy creates a good impression towards
the customer only when the organisation delivers both the aspects of the product
(Van Eemeren and Houtlosser 2015).
 The products that they want to promote should not hurt the sentiment of the
customer. The product should not create any controversy in the market.
Creative strategy:
Creativity is a key factor that needs to be considered while building an advertising
strategy. Creativity helps to gain more attention of the customer. This kick starts the buying
habit of the customer (Drewniany and Jewler 2013).
Upro+ has organised an opportunity for the customer to win free tickets for travelling
overseas. The organisation is also providing dining and retail vouchers to the customer. This
creative approach is adopted by the organisation in attracting the customer towards their
product. They also planned to provide discount and rewards like reward points, cash rebates
and etc.

5ADVERTISING AND PROMOTION
Customer always prefer to gain maximum advantage from the product, introducing
free air tickets and voucher will prompt them to buy the product. Upro+ has also uses a great
strategy of collaboration. Partnership collaboration with Airlines, Insurance Company, online
shopping, dining restaurants is a creative way of promoting the product. Collaboration with
well-known organisation will add to the credibility of the organisation and will help to
increase their brand image. Customer will prefer this product over other product as they have
a good brand image.
Media Plan:
Media plan is the blueprint of identifying and selecting particular media strategy that
will be used by the organisation to reach towards the customer (Jensen, 2013). Media plan
helps in effective promotion of the product with the help of different media outlets. Media
outlets include Newspaper, Magazines, TV, radios and Websites. Media plan helps in
identifying which media channel will be effective in reaching towards the product.
Upro+ has chosen the following media channels to reach towards it customers:
 Public events help in gathering a huge crowd and mass promotion. Upro+ has chosen
events like road show to reach to the customers. Secondary schools, Polytechnic
universities, junior college are targeted to promote their products.
 Mascots always create an impression to the customer. The organisation has
approached for using mascots for their product.
 Social media is an effective communication strategy nowadays it helps in mass
promotion in very low cost. Facebook, Line, Stomp, Instagram promotion will
promote their product and will help to reach to the customer (Duggan et al, 2015).

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 The most effective and traditional way of promoting the product is by using the
television and radio advertisement. It reaches to a larger customer base and is a very
cheap way of advertising.
 Newspaper advertisement is another way of promotion that will be used by Upro+.
This will be very effective if the product is placed carefully in the section of the
newspaper.
Action plan and tactics
Action plan and tactics define how all things will be done. Tactics means a specific
action that will be carried out for achieving a particular result. Upro+ is applying various
tactics to promote their products.
They are using Mascots and endorsing their products by the ambassadors. Yoona
from the Korean Band and Pierre Png actor from the Singapore media corp. will endorse their
product.
They have also used a variety of tactics like partnership with big brands and
promoting through road events and other kinds of promotion will help the Upro+. They have
also given the customised design that the customer will choose for their product. They can set
their own pictures in their cards.

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Work Week 1 Week 2 Week 3 Week 4
Outdoor promotion
Social media
campaign
Newspaper
advertisement
Promotion by
celebrity

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References:
Armstrong, G., Kotler, P., Harker, M. and Brennan, R., 2015. Marketing: an introduction.
Pearson Education.
Drewniany, B.L. and Jewler, A.J., 2013. Creative strategy in advertising. Cengage Learning.
Duggan, M., Ellison, N.B., Lampe, C., Lenhart, A. and Madden, M., 2015. Social media
update 2014. Pew research center, 19.
Jensen, K.B. ed., 2013. A handbook of media and communication research: Qualitative and
quantitative methodologies. Routledge.
Kolb, B.M., 2013. Marketing for cultural organizations: New strategies for attracting
audiences. Routledge.
Lou, D., 2014. Attracting investor attention through advertising. The Review of Financial
Studies, 27(6), pp.1797-1829.
Shapiro, R.B. and Ossorio, P.N., 2013. Regulation of online social network
studies. Science, 339(6116), pp.144-145.
Van Eemeren, F.H. and Houtlosser, P., 2015. Strategic maneuvering: Maintaining a delicate
balance. In Reasonableness and effectiveness in argumentative discourse (pp. 349-379).
Springer, Cham.
Zichermann, G. and Linder, J., 2013. The gamification revolution: How leaders leverage
game mechanics to crush the competition (p. 12). New York: McGraw-Hill.