AD WORK

complete analysis
Group members

 Usama Iqbal 14220920-049

 Umer Butt 14220920-036
 Saqlain Wakeel 14220920-068
 Saqlain Haider 14220920 -031
 Hafiz Ateeq 14220920 -025
 Introduction and History

 The first PIPS School System branch was established in 1995 by its Chairman;
Mr. Umar Farooq and after undertaking further expansion, it eventually lead
to the development of an innovatively customized education model. Along
with his talented staff, through their innovation and hard work over the
years, PIPS School System has had made a reputable place among the top best
private schools in the country.
Our Vision
 Provision of an environment conducive to learning, where all our students can
succeed, become responsible and contributing members of the society. And
the development of an aptitude in them, that will allow them to meet
personal, professional and civic challenges in their upcoming futures.
Our School's Mission

 Maximize the potential of every student, through an active partnership

between our students and the school. We aim to achieve this by providing a
positive, secure and caring atmosphere, where individual differences are
acknowledged and appreciated, and by the promotion of mutual respect,
understanding and effective communication
Ad Story Line
 The add basically starts with the general conversation of two friends
discussing about ones issue in finding a better school for his nephew
 The other respondent recommends him pips school and they both visit the
school and facilities themselves and meet with the principle
 Message of principal is added at end to describe their approach towards
society and to demonstrate what in what things pips is better than others.
Ad Work Starts

Segmentation:
This ad is most probably geographically
segmented as this ad clearly demonstrates
that this designed for the local public of
ghakkar division
Target Market

 The target market of this add will be

parents who are looking for getting their
children admitted in schools.
Positioning Statement

 PIPSdevelop its position in that specific market as

the most well-developed school in terms of
technology and facilities in that region.
Market Definition

 The market definition of this add would be that

all the parents who are searching school for their
kids in ghakkar region would be our specific
market
Hierarchy of Effects Model

 Cognitive Effective Conative

Awareness

 This add basically goes for the cognitive stage and in

awareness stage the first respondent is informing(creating
awareness) in him about new opening of school and
talking about its specifications.
Means end Chain

Attributes Benefits Beliefs

Standard Education Better child development Wisdom

Good Atmosphere Money Saving Inner peace
Reasonable fee
 Attribute
 Best Quality education
 Benefits
 Better child development
 Personal Value
Executional Framework
 Show wisdom  

 Leverage point
 Show wisdom by focusing pips for better development of your child
 Creating an advertisement

Message Strategy Executional framework

Medium Used

Cognitive Television(Visual) Informative

Slice of Life
APPEAL Leverage point

Show wisdom by
Rationality Means end chain providing best
education
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Arguments for Selection

 Message Strategy
Strategy used is cognitive in the awareness section as the first respondent is informing the second
one to go and visit pips school
 Medium Used
Medium used here is visual as basically it is a television add
 Appeal
Appeal most suitable is rationality as it becomes an obvious choice after observing thatshould be a
rational decision to go for selecting pips school system
 Theoretical Framework
Here the framework used is from slice of life as it shows general conversation between two people
 Leverage point
Leverage point of this add basically demonstrates that by providing best quality education you
show wisdom
 Lots of thanx

 Get ready for pips