Project Topic: Effective utilization of Key Concept of

Advertising (with ref. to Phuensum General and

Book store)

ROYAL UNIVERSITY OF BHUTAN

GAEDDU COLLEGE OF BUSINESS STUDIES
GEDU, CHUKHA: BHUTAN

BACHELOR OF BUSINESS ADMINISTRATION

(BBA)

Module -702: Advertising Management

(Group Project: Effective Utilization of Key Concept of
Advertising-with special ref. to Phuensum General & Book
store, Gedu)

Submitted By: Group # One

BBA– VII Sem. (D)

Gyem Tshering (062)

Sonam Phuentsho(077 )

Tshering Dema(087)

Pema Choden(185)

Submission Date: 21th Oct. 2009

Submitted by Group # One, BBA-D, Mkt, 2009 1

Project Topic: Effective utilization of Key Concept of
Advertising (with ref. to Phuensum General and
Book store)

Module Leader: Mr. Umesh Jadhav

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Project Topic: Effective utilization of Key Concept of
Advertising (with ref. to Phuensum General and
Book store)

Chapter One

1) Introduction

Advertising is one of the basic requirements for every business to market their
products and services. No businesses can succeed without effective advertising. This
is because it is through advertisement where people come to know about the products/
services, gets information and will be informed about the current, present happening
around the world.

Our group is doing project on the effective utilization of key concept of advertising
which includes Creative strategy, creative ideas, creative execution, and creative
media to market the products effectively. We will be using all the key concept of
advertising to make creative ads and study the consumers’ behaviour and thus further
helping to boost their sales. This is because to progress in this scenario, it requires
great amounts of technological advancements, effective marketing strategies and sales
promotional activities in our company.

Today, for every business organization to maintain its success in the market it needs
plentiful amount of advertisement. Literarily, advertisement is conveyed as ‘a public
notice offering or asking for goods or services or ideas’ and the act of making
advertisement is said to be advertising. However, different individuals perceive
advertising in different form. Some says advertising is ‘truth well told’, and some says
advertising is ‘Salesmanship in Print’. In general, advertising can be interpreted as
communication process, a public relations process, or an information and persuasion
process depending on individual understanding on the subject.

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Project Topic: Effective utilization of Key Concept of
Advertising (with ref. to Phuensum General and
Book store)

In this modern world, it is very important to know and learn different things around
the world and for this one should be educated. For education, stationery products
should be made available through out the world and this can be done through effective
advertising. So with this concept, our group had chosen this topic to study the
performances of Gedu Book Stationery and consumer’s behaviour and to provide
recommendation.

1.1) Hypothesis:
1. “Performances of Phuensum General Book Store judgement”
2. “Comparing the strategies of DSB stationery, Thimphu and Phuensum General
Store, Gedu”
3. “Studying the attitude and perception of College students about the Phuensum
General store, Gedu”
4. “Creating an effective advertisement beneficial to promote the sales of Gedu
Book stationery”
5. “ To examine the effects of advertisements about the Phuensum General
Store”

1.2) Focus of Study:

As our study is about the ‘Effective utilization of the key Concepts of Advertising
(with special ref. to Gedu Book Stationery), therefore the main focus of our study is to
apply the four key concept of advertising in creating an effective ads for promoting
the sales of particular book stores. Our main focus will also be on studying the
performances of the book stores and studying the behaviour of the consumers and
providing recommendation. This study will also explore the reasons for their
performances (either stable or changing compare to the previous years).

1.3) Scope:
The scope for doing this project is to enhance the sales of Phuensum General Store. It
will be useful for the future study and those who are doing research on this topic can

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Project Topic: Effective utilization of Key Concept of
Advertising (with ref. to Phuensum General and
Book store)

use as their references. It will also help in making the people of Gedu locality aware
of the existence of Phuensum General Store, Gedu.
1.4) Objectives:
1. To study the performances of the Gedu book stationery (including its services
and products).
2. To compare the strategies used by DSB book stationery, Thimphu and Gedu
book stationery, Gedu.
3. To find out the behaviour of consumer (College students).
4. To create an effective and attractive advertising by using the key concepts of
advertising.
5. To examine on the effect of advertisement on Phuensum General Store.
6. To provide recommendations for better improvement.

1.5) Limitations:
1) Limited time: due to less duration, we could not collect much of data from
different stationery at Thimphu to do comparative study.
2) We could not do census study because of large number of population, so we
opted for sample study.
3) Limited financial resources.
4) Less information

1.6) Justification of the study

Since there is only one book stationary located in Gedu college and most of the people
of the locality are not aware of the existence of this book store, so we are very keen to
study about its performances (including the different types of products and services
available) and study the consumer’s behaviour (students and lecturers feeling about
the services rendered by them) and finally after collecting all the necessary data, our
main reason for doing this study is to design an very effective advertisement using the
key concept of advertisement to make the locality aware of the existence of the
stationery and at most to boost its sales by attracting more customers.

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Project Topic: Effective utilization of Key Concept of
Advertising (with ref. to Phuensum General and
Book store)

Chapter two

2) Literature review:
Phuensum stationery and book store is the only book store in the gedu locality. The
book store is located in the Gedu College of business studies premise. It caters to the
needs of all the residents of Gedu However present customers are college students
only. The stationery and the book store deals in all the stationery items, cards, gifts,
text books, printing and photocopying services. The book store also deals in cosmetics
and edible items. Most of the respondents apart from the college students are not
aware of the existence of the book store.

The book store was established in the year 2008 with the establishment of the college.
There were no studies conducted on the “Effective utilization of Key Concept of
Advertising to promote sales of the Phuensum Book store” in particular. However a
group of students from marketing department have done a project on the topic ‘The
Revival Of Bhutan Agro Industry’, their main focus of study was to see whether
Bhutan Agro Industry has really revived after suffering through such a great loss or
whether Government are providing them with some subsidies or not. The primary
objectives of the research were to address the following issues:
• To study about the marketing strategies adopted by Bhutan Agro that made
them to regain its position.

• Employment opportunities created by this sector of the economy

• Growth challenges of Bhutan Agro

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Project Topic: Effective utilization of Key Concept of
Advertising (with ref. to Phuensum General and
Book store)

• To make some recommendations

They have also recommended on Developing marketing Strategies, through

advertisements, attractive packaging, quality products, etc. however, our research is
on developing effective advertisement for the Phuensum book store. We would be
using key concepts of advertising to develop advertisements to promote the sales of
book store. We would be suggesting creative ideas and strategies to the owner of the
book store.

Chapter tHREE

3) Operational Plan

3.1) Location of Study:

The project work on ‘ Effective utilization of The key concept of advertising’ was
carried out by the students of GCBS and is conducted in Gedu area including the
consumers (students, lecturers and others) and the shopkeepers of that particular shop
in Gedu and some Shopkeepers from Thimphu book stationery for comparative study.

3.2) Selection of Sample:

The sample size includes 40 numbers of peoples in total and the samples were
selected in the following manner:

Respondents No. of Samples

Shopkeepers of stationery (both from Gedu and Thimphu) 5
College Students 30
Lecturers and others 5
Total 40

3.3) Methodology

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Project Topic: Effective utilization of Key Concept of
Advertising (with ref. to Phuensum General and
Book store)

To do this project, we required both Secondary as well as primary data to collect the
necessary information. Therefore, for gathering Secondary data, we have referred the
following sources:
• Internet
• Journals
• Text books

For collecting primary information, we have used the following methods:

1. Personal Interview
For doing this project, we needed information about the present performance of the
Gedu Stationery such as like about their initial investment, weekly sales and their
opinion on need for advertisement. As well as to do a comparative study on different
stationery located at Thimphu (Pekhang, DSB, Mega). Therefore, for collecting such
information, we had a direct interview with the owner and the sales person of
Thimphu stationery and one sales person of Gedu Staionery.

2. Questionnaires
To know about the consumer behaviour or their thinking toward the Gedu Stationery,
we prepared questionnaires and these questionnaires were distributed to almost 20
students of Gedu College of Business Studies of different semester. It was mainly
prepared to get more customers opinion on the products and services provided by the
Stationery. The entire 20 questionnaires were valid and were used for preparing this
project. (Sample Questionnaire in Appendix 1).

Since one of our objective is to study the consumer behaviour (opinion on the
products and services provided by the Phuensum Stationery), we have made utilize of
all the information gathered in a significant manner. We have analyzed all the primary
data collected in Tabular form, Graphical representation with detailed interpretation of
all the information.

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Project Topic: Effective utilization of Key Concept of
Advertising (with ref. to Phuensum General and
Book store)

Chapter Four

4) Company’s Profile:

4.1) About Stationery

In our country, there are uncountable numbers of stationery shops and since education
is necessary for every individual, without the products which are sold by the
stationery shops, nothing can learn effectively. The word Stationery shop means
where different varieties of products which are necessary for schools and offices are
sold. The main aim of Stationery shops are:

• To experience their customers an

excellent standard of service every
time they contact them. This can be
done as their knowledgeable and
helpful staff will ensures it using
efficient, cost-effective systems and
processes.
• To provide high-quality services and
information to all their customers.
• To deal with any complaints promptly, openly and fairly. They will carry out
regular reviews of complaints and take appropriate action where required.
• To continually improve our service and welcome all customer feedback.
• To ensure all our customers are satisfied with the service they receive, and
measure satisfaction levels on an annual basis.
Their motto is to satisfy the customer’s needs and moreover to keep the flag of their
Name and fame flying in the global market of different kinds of stationery products.
Most of the products that every stationery shops hold and sell to their customers were:
Long notebooks, exercise long notebooks, practical record notebooks, memo pads,
Scribble pads, Conference pads, pens and pencils, registers, calendars, cards and
greeting, gifts, as well as printing and Xerox services. Such products and services
serve a number of purposes across various schools and offices.
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Project Topic: Effective utilization of Key Concept of
Advertising (with ref. to Phuensum General and
Book store)

Regarding the quality, it depends on the price and thickness incase of note books. That
is for thick and good quality paper note book, the price will be charged high and vice-
versa. However, most of the stationery shops, they put an efforts to ensure the quality
products that will help them in maintaining credibility of their products in the market.

All businesses are required by law to keep a written record of their day-to-day
business transactions. The purpose of double entry book-keeping is to ensure that the
records prepared under this convention, can be universally understood by anyone with
the authority to read them. Book-keeping is a set of rules that define how each kind of
business transaction should be written up into the accounting records. The best way of
coming to grips with the process is to follow a few simple transactions as they are
recorded in a set of manual daybooks. So, all the big stationery shops, they maintain
separate book-keeping for the customers as well as for entering their daily transactions
to avoid misstatement and confusion later.

4.2) About the performance of Phuensum General and Book Store

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Project Topic: Effective utilization of Key Concept of
Advertising (with ref. to Phuensum General and
Book store)

Phuensum General and Stationery was established in the year 2008 with the opening
of Gedu College of Business Studies. It was located inside the Gaeddug College
above the Thimphu- P/ling High-way and the owner was Mrs. Karma Choki. In the
beginning, their initial investment was 4.85 lakh with only stationery items like
notebooks, exercise long notebooks, practical record notebooks, memo pads, exercise
notebooks, long exercise notebooks, texts books and all other necessary stationery
products that are widely used by schools and office purposes. But later they
introduced other general products such as different gifts products, toys, snacks, cards,
cosmetics and now they are providing services like printing and Xerox.

Their weekly sale consists of Nu.45000 including both due and cash. Their major
sources of earning are from stationery items, Printing and Photocopy. In the future,
they are planning to diversify their products and also planning to provide more
facilities. Tshering, the sale person, said that they are earning profits but not up to that
extent so, in order to market their products and increase the sales, it is important to
advertise the Shop and make the people aware of it.

Their main customers are the college students and lecturers. Since it was located
inside the College, they cannot attract more customers, though they wish too.
The objective of the Phuensum Stationery and Book Store is to promote sales with
customer satisfaction, improve and maintain good services, build customers relation
and lastly to earn profit. In maintaining good customer relation, the present sales
person Tshering and Namgay are having good interpersonal skills. They know how to
deal with the customers. To promote sales with customer satisfaction, they are
charging according to M.R.P in on note books, text books and stationeries. They are
also charging reasonably on photo coping services.

Chapter five

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Project Topic: Effective utilization of Key Concept of
Advertising (with ref. to Phuensum General and
Book store)

5) Data Analysis and Interpretation:

5.1) Findings and Analysis regarding Consumer (College Students)
As we all know that before introducing any ads to make our business popular and
known to all the society, it is very important to study the consumer behaviour
(behaviour here includes attitude, perception, personality of different consumer) and
know their opinion on the need of ads. If any business make ads without studying the
behaviour of consumers, then there is high risk of incurring losses, if the ads is not
that much necessary for the consumer’s attraction. So the behaviour of consumers
plays and important role in determining the needs of the ads or not.
So, we have conducted small survey on studying the consumer behaviour ( students of
GCBS) about the products and services provided by the stationery and to get opinion
on the needs and importance of ads to increase the sale of the stationery.

Following is the analysis drawn from the data collected from the students of Gedu
College of Business Studies:
• Around 60% of the students, they visit the Book Stationery shop everyday, 40
%, they go twice in week and only 20% visit whenever required.
• Almost 70% of the students stated that they are satisfied with the products
available in the shop and services provided by them, but 30% feels that there is
need for more services facilities like availability of essential text books,
additional printing and Xerox machines.
• Regarding the prices charged by them, around 60% says that it is reasonable
and affordable but 40% feels that the prices are high compare to other shops
and they recommend reducing it to reasonable.

The following graph describes the main purpose of visiting the book stationery:

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Project Topic: Effective utilization of Key Concept of
Advertising (with ref. to Phuensum General and
Book store)

From this graph, we can see that 45% of the students, they visit the Book Stationery
for the purpose of Xerox. This is because there is no Xerox facility available in our
college. Around 25% of the students, they go for purchasing books and other
stationery items. 20%, they go to stationery shop for printing. This is because of the
limited number of printer and large number of students in the college. Only 10 % of
the respondent, they go for other purpose like buying gifts, cosmetics and snacks.
From the respondents, it is known that most of the student, they spend their maximum
money on buying books, printing and doing Xerox.

By looking at this graph, we can say that stationery items are necessity for all
educated peoples. And the performances of Phuensum General and Book Store, Gedu
for the year 2008 to mid 2009 is good and effective.

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Project Topic: Effective utilization of Key Concept of
Advertising (with ref. to Phuensum General and
Book store)

The pie diagram below shows that opinion of the students for requirement of ads
to increase the sales of Phuensum Stationery:

Around, 95% of the students, they says that since this Phuensum Book Stationery is
known to only the students of GCBS, and many of the locality were unaware of its
existence, it is necessary to make an effective ads on it and then advertise using any
form of media to make its existence known to the Offices and other schools in Gedu
locality to attract more customer and then have more sales.

5.2) Comparative study with regard to strategies used by DSB book

stationery, Thimphu and Phuensum Book Store, Gedu.

1) Location strategy
DSB book stationery is known through out the country for their available products.
The book stationery is situated in the capital of the country that is Thimphu with the
maximum population of the country. This was supported by many customers of the
shop. On the other hand, their location of the shop is located in the heart of Thimphu
town. DSB book stationery is located in the well known JoJos building where there
are different outlets present other than DSB stationery. This is how they attract their
customers.
On the other hand, Gedu book stationery is not old and famous like DSB book
stationery. It is only one and half years old of establishment. Since, the book

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Project Topic: Effective utilization of Key Concept of
Advertising (with ref. to Phuensum General and
Book store)

stationery is founded only for the Gedu college of Business studies (GCBS), therefore,
the shop is located inside the college compound. Therefore, it doesn’t serve other
customers than college students because of the location.
So, when the two shops are being compared, DSB’s strategy in terms of location is
more advanced as being compared to Gedu book stationery.

2) Pricing strategy in terms of printing and photocopying

There isn’t much difference between the prices of the products in terms of notebooks,
textbooks, pen, pencil, gift wrappers, etc which are offered by DSB and Gedu book
stationery. The price charges for these items are almost same. For both the stationery,
products such as texts books and other stationery items at sold at the MRP rate, only
difference is regarding the gifts and other items. But, in case of printing and
photocopying, the price charges by DSB are much higher than what is charged by
Gedu stationery. In terms of pricing, Gedu has better strategy than DSB.

3) Advertising strategy
Advertising plays a vital role to make aware of the products in the market and to
attract more customers. When it comes to DSB book stationery, the people from all
over the country knows the existence of the shop through all types of media like
newspapers, BBS, radio, and also through mobiles. Thus, it shows that DSB is giving
ads of their products. Since, DSB book stationery business being big, they frequently
advertise their products through the mentioned media above on timely basis whenever
they requires. This is how people come to know about their existence in the market.
But, it is just the opposite for Gedu book stationery where most of the local people
other than students are not aware of its existence. This is mainly because of not
advertising their shop even through local channel television.
From the study, it can conclude that DSB book stationery has adopted good strategy
in terms of advertising their products as compared to Gedu book stationery.

4) Discounts and Gifts strategy

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Project Topic: Effective utilization of Key Concept of
Advertising (with ref. to Phuensum General and
Book store)

As per DSB book stationery in Thimphu, whenever, the customer purchases in bulk,
they offer discount mostly from 10 to 15 %. They said that they offer discount
according to their amount of purchases. Moreover, they provide free gifts to their
customers who buy in bulk. This is one of the strategies adopted by DSB to retain old
customers and to attract new customers as well.
But, the above strategy has not adopted by Gedu book stationery whether their
customers’ purchases in bulk or not as compared to DSB stationery.

5.3) Competitors:
For any business to succeed, it is necessary to know almost as much about their
competitors as they do about their own company and customers. Unfortunately, many
small business owners make the mistake of waiting until a competitor has opened up
shop across the street and is cutting into profits to find out who and what they’re up
against.
A competitive analysis allows identifying their competitors and evaluating their
respective strengths and weakness. By knowing the action of the competitors, the
business can have a better understanding of what products or services should offer
how they can market their products, and how to position their business.

However, for Phuensum Book Stationery, there aren’t any competitors within the
Gedu Locality, so the owner is not concern about its competitor, but once the
competitors exists, the owners should taken into account the above mentioned points.
Since there is no competitor, it is advantage/scope for Phuensum Book Stationery to
capture almost all of the customers in Gedu locality and others.

Advantages:
Gedu is a town in south-western Bhutan. It is located in Chukha District. The
population of Gedu Locality was 4,288, among which 2000 were students and 500
were employees and for these people, the stationery items were their necessity. In
addition to these, there are various numbers of people passing Thimphu-
Phuentsholing High-way for various reasons. So since there is only one Stationery in

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Project Topic: Effective utilization of Key Concept of
Advertising (with ref. to Phuensum General and
Book store)

Gedu Locality, many people may visit it and buy something either stationery items or
other available products. This may increase their sales and future diversification. So it
is advantage for Phuensum Book Stationery to adopt different strategies to attract
those customers and this can be done by creating an effective advertisement.

5.4) Key concepts of advertisings

From the survey conducted, it was known that till now, Gedu Stationery has not
adopted any strategies or used any form of advertisement to market their products and
to attract more customers. Even through interview of some students, it was driven that
the requirement of effective ads is necessary to promote sale of the Phuensum
Stationery in the Gedu locality and the salesperson of the stationery himself wants to
use some of the strategies and advertise their shop in the future, so therefore we are
designing one effective ads using the key concept of advertising and for this we use
our own creativity and knowledge.

Effective ads work on two levels. First, it should satisfy consumer’s objectives by
engaging them and delivering a relevant message. Secondly, it must achieve the
advertiser’s objectives. Initially, consumers are interested in watching an ad for its
entertainment value or to satisfy their curiosity. If the ad is sufficiently entertaining,
the watcher may remember it. However, they may then learn that the ad relates to a
personal need and provides relevant information about how to satisfy their need.
Further, such ads may reinforce their product decisions and remind her of how her
needs have been satisfied.

The advertiser’s objective differs from the consumer’s. Ultimately, advertisers want
their consumers to buy and keep buying their goods and services. To move consumers
to action, they must gain their attention. They must then hold their interest long
enough to convince them to change their purchasing behaviour, try their products and
stick with their products. Such objectives of both advertiser and consumer can be

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 Project Topic: Effective utilization of Key Concept of
Advertising (with ref. to Phuensum General and
Book store)

achieved creating an effective ad, which can catch many consumers. Following are the
four key concepts of advertising:

Creative Strategy

Elements Creative Idea

Creative Execution

Creative Media

1) Advertising strategy
Advertising strategy is the logic behind the message. It is driven by all the marketing
and advertising objectives for their company’s’ growth. This advertising strategy is
mainly created to meet specific objectives, differentiate the similar products, to build a
distinctive brand personality of the particular company and to capture their targeted
customers and reach the message to them most effectively. For example: in this
competitive market, almost all the products produced by different company are similar
such as home products (cleansers, light bulb), personal care (toothpaste, toilet paper,
cold remedies) and food of all kinds. So, in order to differentiate these products and to
attract more customers, the advertiser uses creative strategy different form their
competitors. The main reason for developing creative strategy is to detain the targeted
audience. For this, firstly, the advertiser need to know the empathy and keen
awareness of the audience – how they think and feel, what they value and what type
of ads make them take notice.

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Project Topic: Effective utilization of Key Concept of
Advertising (with ref. to Phuensum General and
Book store)

Therefore, form the survey conducted on the behaviour of college students, it was
known that they prefer commercial advertising than social advertising. Commercial
advertising which is entertaining and informative that will capture majority of the
customer’s mindset at first time. Therefore, we will be creating awareness among our
target customers by letting them know about the existence of Phuensum book store in
Gedu through effective advertisement. The main motive behind our advertisement is
to attract the students of Gedu higher secondary school, people of the Gedu locality as
well as those people who passes through Thimphu- Phuentsholing High way.
We will inform our target customers with regard to availability of quality products at
reasonable price in Phuensum book store. We will also look for a media that will be
the best medium in reaching our messages to the target customers. Some of the
creative strategies were:

1) Using AIDAS theory of selling:

It is one of the objectives of the advertiser to gain the attention of consumers and hold
their interest.
• Securing Attention

The shopkeepers should be friendliness, genuine smile and total focus should be on
their customers.
• Gaining the Interest

The demonstration and display of the varieties of products in Store must intensify the
interest of the customers. That is the display of sample products must be kept with
decoration and in an attractive way so that customers’ interest for the products arises
out of influence.
• Kindling Desire

In order to fulfil the desire to purchase different products, the shopkeeper must
mastery in different languages to have an influential communication and close
interaction. They should give politeness, prompt and keen response to their
customers’ queries.
• Inducing Actions

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Project Topic: Effective utilization of Key Concept of
Advertising (with ref. to Phuensum General and
Book store)

The details information of product friendliness and their conveniences must be

demonstrated transparently without hesitation by the shopkeeper, this way the general
customers get induced to hold the products. They must ensure the after-sales services
for some products if necessary.

• Building Satisfaction
Shopkeeper must ensure that customers are satisfied with their decision of buying the
particular products. They must help their customers to make their buying decisions by
showcasing different products.

2) Membership
The book store would be introducing a scheme that is aimed at building a loyal
customer base. The scheme would be benefiting both the customers and the book store
itself. In this scheme, the customers are required to pay a membership fee of Nu.200
and this amount is refundable. After the payment of the membership fee, the book
store will issue him or her membership card. So that particular customer is given a
10% discount on the purchase of any stationery items and at the same time they can
withdraw their membership. Once the customers become a member of the Book store
they would naturally buy any products sold by it, so the book store will also have
customers for its new line of products.

3) Sale of second hand Books

One of the strategies of the book store will be to buy used text books from the
students. The price of the text books will be paid to the students depending on the
condition of the books. These books will be sold back to the students at 10% more
than the cost of acquisition. These will mainly benefit the students of Gedu College of
business studies; the students will be getting the books on time at a cheaper price.
4) Offers on special occasions

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Project Topic: Effective utilization of Key Concept of
Advertising (with ref. to Phuensum General and
Book store)

On special occasions like friendship days, teachers day, college foundation day etc.
the book store can sell their products at discount for purchasing in bulk, free wrapping
for the gifts and extra offers.

5) Open Book Fair

In the beginning year of the Schools and College, the Phuensum Book Store can open
book fair including all the necessary stationery items for the students. They can carry
this fair within the College Campus as well as in the Schools by displaying and
explaining about the new arrival and existing products.

6) Lectures and Drama

Using a combination of two basic literary techniques to reach the haed and heart of
the consumer: Lectures and Drama. Lecture means using a serious instruction about
particular product given verbally. The speaker present evidence and uses a techniques
such as an argument to persuade the audience. A lecture can deliver a dozen selling
points in second, get right to the point and so on. Drama, it tells the story of their
products, it can be funny as well as serious. Through such drama, viewers can get
lesson and knowledge about the new products.

7) Buy two and get one free scheme.

The book store can have a buy two and get one free scheme at the end of the year.
This scheme would help the book store to get rid of the old stocks and to increase the
sales of the stationery shop at the end of the year.

2) Creative idea

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Project Topic: Effective utilization of Key Concept of
Advertising (with ref. to Phuensum General and
Book store)

Behind every effective advertisement is a Big idea, a creative concept that

implements the advertising strategy so that the message is both attention gaining and
memorable. This is the ‘art’ side of creative advertising. A big idea that expresses an
original thought involves a mind-shift. Actually, idea means a new combination of
thoughts. According to advertising legend James Webb Young, he claims that “the
ability to make new combinations is heightened by an ability to see relationship.”
Thus, an idea is a thought that comes from placing two previously unrelated concepts
together.
Four characteristics of creative concept:
1) Focus: the term ‘Single-minded’ and ‘main mind’ were used to describe
creative concept that were narrowly focused.
2) Uniqueness: An approaches that ‘no one has ever seen before’ is another
characteristic.
3) Generative ness: A good creative concept ‘has leg’-that is, it can extend
beyond the initial execution into related ideas to permit the development and
evolution of ads.
4) Truth/honesty: Good creative concepts find ‘some truth about the product,’ an
authenticity and relevance to the product and the audience.
Therefore, by using these characteristics, we have used our idea to create an effective
ad to attract audience’s attention and stick in their memory.
Before coming up with a creative idea for the advertisement, we have kept the
following things in the mind and used our idea:
• The target market
• Product benefits
• The brand
• And the reason people should buy the product from that particular shop.
Regarding the creative idea, we have created a song related to the book store. The
lyrics of the song will include;
• The location of the book store
• The types of stationeries items available in the book store
• The availability of quality products

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Project Topic: Effective utilization of Key Concept of
Advertising (with ref. to Phuensum General and
Book store)

• Availability of stationery items at a reasonable price

We will also develop note book stickers for students to write their names, with the
name of stationery shop printed on it. We will be distributing these stickers at free of
cost to those who purchase the stationery items in bulk. The next thing is to feature
the Phuensum book store in the annual school magazine of Gedu higher secondary
school and other schools and offices within the Gedu locality as well as in the college
news letter with a beautiful display of the items available in the book store along with
its brand name.

3) Creative execution
There are many ways to execute any ad. An execution is the form in which the ad’s
message is presented. The executions details are the specifics about how the message
will look, read, and sound in its finished form.

As we have mentioned earlier, we would be developing a song, advertising Phuensum

book store. We would be looking out for the best talents with a good voice of both the
college and the high school for recording the song and making live performances.
Performing

The lyrics of the song will be in Dzongkha and English

Submitted by Group # One, BBA-D, Mkt, 2009 23

Project Topic: Effective utilization of Key Concept of
Advertising (with ref. to Phuensum General and
Book store)

Submitted by Group # One, BBA-D, Mkt, 2009 24

Project Topic: Effective utilization of Key Concept of
Advertising (with ref. to Phuensum General and
Book store)

Phensum Book Store advertising song.

In this joyful college of Business Studies,

We the students and people of Gedu
During the special moment of our learning,
For one and all Excellencies there lies a astounding Phuensum Books Store.
By the eminent and Finest Author s throughout the world,
With their accepted and admired Textbooks
Which is associated and related for the Academic reasons,
Every student will get from the Phuensum bookstore

In this joyful college of Business Studies,

We the students people of Gedu
During the special moment of working,
For one and all Excellencies there lies a striking Phuensum Books Store.
For both the students and lecturers of this College,
To live and act as elegant and be joyful in this lovely college
Everyone will get all geniuses of creams and scents,
From one and only Phuensum Book Store

In this joyful college of Business Studies,

We the students and people of Gedu
During the special moment of learning,
For one and all Excellencies there lies a eye-catching Phuensum Books Store.
For someone’s beloved and sweethearts,
Likewise even to our adored and forever friends.
To send one of memorable and attractive gift for each others,
We the business students of this College

Submitted by Group # One, BBA-D, Mkt, 2009 25

Project Topic: Effective utilization of Key Concept of
Advertising (with ref. to Phuensum General and
Book store)

We would be also distributing free note book stickers to the students of the Gedu
higher secondary school. The design of the note book sticker will be as follows:

NAME:…………………………………………….
SUBJECT:…………………………………………
STD:……………………………………………….
SEC:……………………………………………….
SCHOOL:…………………………………………

The products

Tangible Intangible
Characteristics: Message Characteristics:
• Size strategy to • Style
• Feature represent the • Quality
• Colour products • Prestige
• Durability • Warranty
• Package • Brand name
• Others • Others
Advertising
Message

Products
Interpretation and
Evaluation

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Project Topic: Effective utilization of Key Concept of
Advertising (with ref. to Phuensum General and
Book store)

4) Creative media
After developing all the strategies, ideas and execution, next is to choose creative
media to advertise the identities of the products and the company itself. Every
message has to be delivered somehow. Most advertiser use media- communication
channels that reach a broad audience, such as television, print media or internet.
Media are used to deliver a reminder message for the viewers about the new arrival
products available, information about the products and usage of the products. Using a
number of media distributes the message more widely because different media tend to
have different audience profiles. That some people reject certain media: for example
some think that ads on Television and print are more trustworthy than internet. So it
depends on the advertiser to choose the right media for advertising their message to
save their money and time.

Therefore, since our target customers are the people of Gedu locality and those who
pass Thimphu - Phuentsholing high way, to make them aware of the existence of the
Phuensum Book Stationery and products and services available, we will be using
following creative media which are registered to Gedu locality:

1) Notice board
Notice board is the board where many news and announcements of up-to-date
programme are notify. It is available in all the institutes, schools, offices and so on.
Most of People by accidentally go through notice while passing by. Therefore, we will
make our advertisement about the Phuensum Book Stationery on the notice board of
Gedu Higher Secondary School, Geaddug College of Business Studies, other schools
of Gedu locality and other offices.

Submitted by Group # One, BBA-D, Mkt, 2009 27

Project Topic: Effective utilization of Key Concept of
Advertising (with ref. to Phuensum General and
Book store)

2) Sign Board
Sign board are usually used to show the address
and direction of the shops. It will of different
types such as metal, wood and others. We will
be using metal sign broad with colourful
printing consisting of Clear Name of the shops:
Phuensum Book Store, some picture of
stationery items and arrow showing the direction of the location of shop. At present
there is sign board made for Phuensum Book Stationery which is colourful and
attractive but it is inside the college where the outsider cannot see. Therefore, will
keep one sign board near our College gate where all the people passing the high way
and those visiting the college can see it.

3) College News letter

College Newsletter is newly launched and it contains various information about the
college, activities, students and faculties, creative writings and eminent visits and
professors in the college. Through this newsletter, students can learn through
contribution, outsiders can learn about our college and college itself can project its
image to the public. This newsletter will be distributed in all the organization and
schools. Thus, we will make our ads on Phuensum General and Book Store by writing
about the importance of stationery in the college Newsletter where all the viewers can
read and get to know about the existence of the Phuensum General and Book Stores.

4) Local channel
Since most of the people of Gedu Locality were not aware of the existence of
Phuensum General and Book Store, in order to attract the people of Gedu Locality and
make them known about it, we will advertise about location, and the products and
services available in Phuensum General and Book Store through local channel.

5) Shows

Submitted by Group # One, BBA-D, Mkt, 2009 28

Project Topic: Effective utilization of Key Concept of
Advertising (with ref. to Phuensum General and
Book store)

There are various shows conducted in different organizations and schools such as
Annual Variety show, Extra-vecangza Show and Cultural programs. So we will show
our program that is song related to Phuensum Book store by hiring one good singer to
sing the song in these different shows.

6) Annual school magazine

We would be advertising the book store in the annual school magazines of different
schools of Gedu locality. We will have a pictorial depiction of the book store in the
magazine. We will display all the pictures of the items available in the book store. The
page would be designed with lots of attractive pictures, so that an individual is
attracted and understands it without any difficulty.

Submitted by Group # One, BBA-D, Mkt, 2009 29

Project Topic: Effective utilization of Key Concept of
Advertising (with ref. to Phuensum General and
Book store)

5.5) Effects of advertising:

Advertising by its very nature receives wide exposure. Further more, it presumably
has an effect on what people buy and thus on their other activities. Because of this
exposure and because of its role as a persuasive vehicle, it is argued that it has an
impact on the values and lifestyles of the society and that this impact can be both
positive and negative. It influences the lives in many ways. The advertisement helps
us to allocate our limited financial resources amongst the innumerable choices
available to us. By providing information, they help us to make better choice.
Advertising announces the existence of a new good, previously unknown and
unnoticed by the general public. It raises awareness and conveys information about
new, possibly imported goods.

Following can be the after effect of advertising on Phuensum Bookstore.

1. Creates Awareness
Advertising create awareness about the company and its products and more over
awareness increases when advertising is combined with an appropriate promotion.
After advertising, awareness will be created among the Gedu region. For any business
to succeed in promoting its products and services, awareness is very important. If the
customers are aware then only they purchase it or use it in the case of services. This
advertising will create awareness of Phuensum General and Bookstore and to target
entire Gedu locality as the customers. Presently the customers for Phuensum
Bookstore are the student and lecturers of Geaddug College of business studies. The
office workers, students of Gedu middle secondary school and general public are not
much aware about the presence of Phuensum Bookstore which is located inside the
Gedu College campus. Therefore, through creating such advertisement, all the
customers will know about the existence of the Phuensum General and Bookstore.

2. Provides information about certain products.

Submitted by Group # One, BBA-D, Mkt, 2009 30
Project Topic: Effective utilization of Key Concept of
Advertising (with ref. to Phuensum General and
Book store)

Advertising does not only underline the benefits of a certain product but also enrich a
brand with symbolic values so that customers can enter in an empathic relationship
with the brand, leading to positive attitudes for a wide variety of products across
different categories. It gives information about the new arrival of the products, prices
of different products, special offers, quality of the products and services and make
them better economic decision. so on.

3. Builds trust
Marketer increases the value of its products by offering an extra incentive for
purchasing in bulk and through advertising and such sales promotion and advertising
help builds trust among the existing customers. When trust is build, the customers can
compromise with kind of problems faced with the Bookstore. They will actually like
to purchase goods from this Bookstore and becomes loyal customers. Advertising will
show what kinds of items are available in this book store, gives true information about
the quality and price, so that the new customers will know about it.

4. Distinctive Identity
Phuensum Bookstore will have distinctive identity after advertisement. Customers for
example many of the students of the college still don’t know the name of Bookstore. It
becomes a part of negligence from the customer’s side. We often go to the book store
but many of us don’t know the it’s name though it has a sign board. The advertising
will help in creating a distinctive identity among the Gedu locality. Even since there is
no competitor, it will be easy for the people to identify the Phuensum General and
Book Store as soon as they get ads about the Book Store.

5. Increase Market Share

Once the business is launched, advertising creates awareness and it can attack more
customers. For example: when peoples are looking College Newsletter or any notices,
they will find information about the Phuensum General and Book Store and they

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Project Topic: Effective utilization of Key Concept of
Advertising (with ref. to Phuensum General and
Book store)

become aware of it, they come to purchase items and if they like it they will tell to
other people and in this way the market share will increase.

6. Complete control
The Bookstore will have complete control over the functioning of its activities after
advertising. It means all the customers will know what types of items are available in
the Bookstore and there will be no chaos among the availability. The Bookstore can
further improve its services by keeping enough stock and can so that there will not
occur the problem of shortage.

7. Maintains or enhance brand equity

Advertising plays important role in establishing and maintaining brand names. A
brand name identifies the sources of products and provides a constructs by which a
buyers can store information about that source. So if Phuensum advertise their shop
using different media, then the locality can know what types of products are sold, their
sources and may purchase more.

8. Increase sales
Advertising promote goods, services and images of the company. It creates
impression on the customers as well as develop good customer relation base and they
become loyal customer. Once they become loyal, they can give both good as well as
bad feedback on the products and services provided by the particular shop. By getting
such feed backs from customers, the shopkeeper can develop and introduce new
products and strategies that satisfy the needs and wants of the consumers and
therefore, their sales

9. Easy to reach
Advertising make it easier to reach the good by showing where the products can be
bought (“Point of sale”) or location of the Shop. Advertising is also extremely
important since it places a specific identity in the short list of consumer's mind. When
asked to name of a certain Shop (e.g. stationery shop), the consumer will promptly

Submitted by Group # One, BBA-D, Mkt, 2009 32

Project Topic: Effective utilization of Key Concept of
Advertising (with ref. to Phuensum General and
Book store)

answer with the most advertised "known" Name he/she is aware of. Visual advertising
will tend to provoke "recognition" of the product and services when displayed in the
shop, whereas word-based advertising will reinforce remembering the name of the
shop, so that the consumer will explicitly request the necessity goods to the seller and
get easily.

10.Connects a good to a need

More significantly, advertising connects a good to a need, suggesting that by

consuming the good and services, the need will be fulfilled. A common method is to
link the good to the most fundamental and universal needs, most deeply felt, whereas
without advertising - the good would be considered as of a much narrower application
and utility. More drastically, it has been argued that advertising creates needs, which
earlier were not felt. In so doing, advertising tend to raise an entire category of
products to higher ranking in terms of perceived needs. Therefore, since stationery
items are need for the Schools students and office workers, they can get connected to
stationery items easily through advertising on Phuensum General and Book Store.

11.Stimulate introduction of new products.

Advertising encourages new products product development by providing an

economical way to inform potential buyers of the resulting new products or product
improvement. In many situations, innovation requires large research and development
expenditures and substantial investments in production facilities. Advertising
contributes by informing consumers about the existence of the innovation and
encourages competition.

Thus, these are the benefits of using advertisements for advertising their company and
its products and services. Phuensum General and Bookstore can have lots of these
benefits if they make an effective ad.

Chapter six
Submitted by Group # One, BBA-D, Mkt, 2009 33
Project Topic: Effective utilization of Key Concept of
Advertising (with ref. to Phuensum General and
Book store)

6.1) Conclusion:

We have done our project on the effective utilization of key concept of advertising.
As we all know that advertising is one of the basic requirements for every business to
market their products and services. In this modern era no business organisations can
promote their sales without effective advertising. Advertisement is the medium which
informs about the happening around the world. According to the American
Association, “Advertising is any paid form of non-personal presentation of ideas,
goods and services by an identified sponsor.”

Our main focus is to develop an effective ad for Phuensum General and Book store to
promote its sale by using the key concept of advertising. Before creating strategies
and ads for the Phuensum general & book store, we have identified the target market,
the benefits of the products and the reason why people should buy the products from
the book store and conducted small research to know the interpersonal factors of the
consumers regarding the need of ad for Phuensum General and bookstore or not.
Hence our survey was successful and it was concluded that there is need for ad.

Therefore, we have created advertisements and strategies that will help the Phuensum
General & book store to increase their sales.
We have created different strategies for the book store like:
 Using AIDAS theory of selling:
 Membership
 Sale of second hand Books
 Offers on special occasions
 Open Book Fair
 Lectures and Drama
 Buy two and get one free scheme.

Submitted by Group # One, BBA-D, Mkt, 2009 34

Project Topic: Effective utilization of Key Concept of
Advertising (with ref. to Phuensum General and
Book store)

We have also done a comparative study with regard to strategies used by DSB book
stationery and Gedu Book stationery. Upon the comparison of the two shops, DSB’s
strategy in terms of location is more advanced as being compared to Gedu book
stationery. As per the study, it is known that most of the student, they spend their
maximum money on buying books, printing and doing Xerox. Apart from these, we
have created an effective ad on Phuensum General and book store that is composing a
song related to it, making the book name sticker with the logo of the book store and
we will advertise such ideas through various media. Since our target market is within
Gedu locality, we are focusing on regional media such as notice board, sign board,
shows, and so on.

We have also examined the effects of advertisement mainly the benefit that Phuensum
General & book store could generate using an effective ad and different strategies
provided. Some of the benefits are increase in sales, creating awareness, increase its
market share, provide information about its products and services, etc.

Submitted by Group # One, BBA-D, Mkt, 2009 35

Project Topic: Effective utilization of Key Concept of
Advertising (with ref. to Phuensum General and
Book store)

6.2) Recommendation:

1. As printing and Xerox service are necessity for

students to print their assignments and Xerox many
handouts, it will be good if Phuensum General & book
store can increase the number of printing and Xerox
services so that both the students and shopkeepers can
get benefited. That is students can get their materials
within no time and shopkeepers can generate more revenue.

2. The opening and the closing times of the bookstore should be extended; it can be
kept open during the lunch time and holidays because students have to submit
their assignment on time and when there is no printing services available in
college, they can go and get printed from the book store. But the problem is that
the shopkeepers of the book store are not available during the lunch time when
there is need for it.

3. The book store should work towards building a good relation with its suppliers.
It will ensure timely supply of the materials.

4. The book store should increase the area of its shop as well as need to change its
location if they want to capture the whole market of Gedu and those people who
passes the high-way.

5. The display of the stationery items and books in the shop needs to be improved
such as any novels, magazines and periodicals.

6. They should bring in the essential text before the academic session begins.

7. They should increase the number of sales person in order to increase the pace of
the services provided and to give prompt services to the students.

Submitted by Group # One, BBA-D, Mkt, 2009 36

Project Topic: Effective utilization of Key Concept of
Advertising (with ref. to Phuensum General and
Book store)

8. The Phuensum General and book store should provide the stationery items and
books at a discounted price to the customers purchasing in larger quantity.

9. It is important to use an effective ad to capture the market, so we recommend

Phuensum General and Book store to use the effective advertisement created
using the key concept of advertising.

10. We also would like to recommend that while making an ad and advertising it to
the public, they should take into consider the impact of advertising on the society
as well as should know their social responsibility.

Bibliography:
Books
Submitted by Group # One, BBA-D, Mkt, 2009 37
Project Topic: Effective utilization of Key Concept of
Advertising (with ref. to Phuensum General and
Book store)

1. Belch G.E & Belch M.A : “Advertising and Promotion” - An integrated of

Marketing Communication’s Perspective. Sixth Edition, Tata Mc Graw Hills ,
New Delhi

2. Jain S.C : “Marketing Planning and Strategy” Fourth Edition, South Western
Publishing Co. U.S.A

3. Aaker D.A & Day G.S: “Marketing Research” Fourth Edition. Printed in
United States of America

4. Sharma S.& Singh R.: “Advertising- Planning and Implementation” Prentice

Hall of India, New Delhi

5. Wells W. & Moriarty S. & Burnett J.: “Advertising – Principles and Practice”
Seventh Edition, Prentice-hall of India Private Limited, New Delhi

6. Batra R & Myers J.G & Aaker D.A: “Advertising Management” Fifth Edition,
Prentice-Hall of India Pvt Ltd, New Delhi

Web sites references

• www.keyconceptsofadvertising.com
• www.effectsofadvertising.com
• www.roleofadvertising.com
• www.advertisingmedia.com
• www.Wikipedia, the free encyclopedia

Appendix:
Questionnaire for Students
Dear friend,

Submitted by Group # One, BBA-D, Mkt, 2009 38

Project Topic: Effective utilization of Key Concept of
Advertising (with ref. to Phuensum General and
Book store)

We the students of GCBS of marketing VII Semester is doing project

on the effective utilization of key concept of advertising (with special ref. to Gedu
Book Stationery) for the module # 702: Advertising Management. Our main aim is to
study the performance of the Stationery (including the products and services provided
by them) and to study the behaviour of the consumers and further to create effective
ads to using the key concepts of advertisement to promote its sales.

1) How many times do you visit book store?

a) Every day
b) Once a week
c) Twice a week
d) Any other ………….

2) For what purpose you visit the stationery? Tick more one
a) to purchase Stationery items
b) for printing
c) for Xerox
d) other purpose (specify)

3) Are you satisfied with the products and services available in the stationery?
a) Yes
b) No

4) Which item do you purchase the most?

a) Gifts
b) Books
c) Cosmetics
d) Snacks
e) Any other……………

5) The prices charged by them are reasonable?

a) yes
b) No
If No, comment on it……………………………………………………………………
Submitted by Group # One, BBA-D, Mkt, 2009 39
Project Topic: Effective utilization of Key Concept of
Advertising (with ref. to Phuensum General and
Book store)

6) Apart from the facilities available, is there any requirement for additional
facilities?
a) Yes
b) No
If yes, please mention it……………………………………………………………….

7) According to you, the services provided by the shopkeepers is:

a) Excellent
b) Satisfactory
c) Require improvement
d) No idea

8) Do you think that advertisement is necessary to make the products aware to

the consumers?
a) Yes
b) No

9) Which type of advertisement you prefer the most?

a) Social ads
b) Commercial ads

10) Which media is most effective and attractive?

a) T.V
b) Radio
c) Newspaper
d) Sign boards
e) Any other…………….

11) Any other suggestion………………………………………………………

Interview Questions:

Submitted by Group # One, BBA-D, Mkt, 2009 40

Project Topic: Effective utilization of Key Concept of
Advertising (with ref. to Phuensum General and
Book store)

1. What are the different products you sell in your stationery shop?

2. What is the daily sale of your stationery shop on an average?

3. Which item sells the most and who are your customers?

4. What are the problems faced by your stationery shop?

5. Do you think the location of the shop is very important to attract customers?

6. Do you feel that advertising is very important to attract customers?

7. Do you advertise your shop? If no skip to question no 12.

8. Does your shop hire any advertising agency to design ads for your shop?

9. What are the different Medias you use to advertise your product?

10. Do you design your ads for a particular target customer?

11. Do you find increase in sales after advertising?

12. Do you carry out any promotional activities? If yes, what sort of activities do

you carry out?

Submitted by Group # One, BBA-D, Mkt, 2009 41