Marketing and Consumer Behavior

Topics: Marketing, Advertising, Advertising agency Pages: 29 (7399 words) Published: February 10, 2013
Marketing and Consumer Behavior
Reg No
Content Page

1.0 Back ground of the organization 3
2.0 Task One – Marketing Principles 5
3.0 Task Two – Communication19
4.0 Task Three – Communication Advertising and Media25 5.0 Task Four – Consumer Behavior35
6.0 Tack Five – Channel Behavior 42

1.0 Background of the Organization.
Triad (Pvt) Ltd.

Triad advertising agency was established over seventeen years ago in 1993. During its time triad was able to be the number one advertising agency in Sri Lanka.

Triad was established in an industry which was dominated by agencies which had tie-ups with international advertising giants such as JWT, Leo Burnett, LOWE and Ogilvy and so on. Triad as the only fully Sri Lankan owned advertising agency identified there was a vacuum in the market for creative work which was based on local insights due to the fact, at that given time almost all the campaigns was first thought and executed in English and then translated to Sinhala with a notable difference despite the fact that 90% of the market consist of Sinhala and Tamil speaking consumers.

Based on this market need, Triad’s proposition was to provide creative business solutions which are based on local culture and social insights for local business entities.

As an advertising company Triad was able to accomplish numerous achievements such as winning the first ever advertising award in Ad Fest for Sri Lanka and be named as the number one agency in Sri Lanka for three consecutive years in Chillies (Local advertising awards) which proves its creative capabilities. Furthermore Triad has claimed the best advertisement award in two consecutive years (2009 & 2010) in “Sumathi Awards” which is a reputed local advertising award. Triad has also won the most number of awards at Effies (2009) which further establish that its creative work actually works for the client.

Currently triad handles more than 20 clients and few of the key clients are People’s bank (Leading government bank), Mobitel (Mobile telecommunication provider), Keells Super (Second largest supermarket chain), Sri Lanka Insurance (number one insurance provider in Sri Lanka) and NOLIMT (biggest fashion retail store in Sri Lanka).

Apart from Triad as an entity, it has created different companies under Triad which specializes in different aspects of marketing.

Emagewise is one of the companies under triad which specializes in annual reports, corporate profiles and investor presentations and so forth. Emagewise is an award winning design house with high profile clientele such as Jhon Keells Holdings, Hatton National Bank, Ceylon Tobacco and Aviva is to name a few.

Hard Talk was established as a separate entity few years back in order to provide focused attention to clients Public Relations efforts. Hard Talk allows the client to manage an annual PR plan and with the clients understanding of the importance of PR in the highly competitive market the clientele for Hard Talk is rapidly increasing.

Ad Pack is the event production arm of Triad. Ad Pack specializes in event production and coordination. It also collaborates with third party entities and undertakes print production work and activations.

Triad Hot is the newest company which was established under Triad. Triad Hot is virtual advertising agency that undertakes tasks such as press advertisements, leaflets, brochures etc. Triad Hot acts as a channel that allows triad to accesses local clients who are difficult to reach because of location and more importantly it makes Triads reach global.

Since triad has companies that specializes in different marketing arias under it campaign executions becomes more effective and efficient further increasing their foothold in the industry.
2.0 Task One – Marketing...
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