TABLE OF CONTENT ABOUT VODAFONE • In1998,Vodafone Egypt (Ex Misrfone Telecommunication Company/Click GSM) entered the Egyptian telecom market as the second operator; a consortium between Vodafone international, Air Touch, and local/ international partners MISSION AND VISION • Mission: • ‘Connecting and empowering people and communities, accelerating the development of Egypt’ • Vision: • ‘We will be the communications leader in an increasingly connected world’ VODAFONE OBJECTIVE • demonstrating a responsible, ethical and honest behavior • We are committed to acting responsibly in all our activities to maintain the trust of our customers and our employees. THE ADVERTISEMENT https://www.youtube.com/watch?v=JThScxPjwDY • VODAFONE ADVERTISING OBJECTIVE • The first feeling of joy is always unique. • In addition of the feeling of Ramadan coming. PRODUCT OR BRAND ADVERTISING • The 2 advertising we chooses it is a brand advertisement because they did not show any products or service in the advertisement, they just wanted to do brand awareness. SOCIETY & ADVERTISING (THE INFLUENCES ON THE CONSUMER – ETHICAL ISSUES – LAWS AND REGULATIONS) • The influence on the consumer: they want people be happy and gather with each others • Ethical issues: they are talking about the first happiness and in specific ”In Ramadan”, Ramadan happiness is different from any happiness and it gathers all Muslims around the world together. • Laws and regulations: they did not show anything wrong, it just represented Egyptian people gathering in Ramadan and they were very happy and this is the aim of the ad to show people that Ramadan is happiness. ADVERTISING DESIGN (THEORETICAL FRAMEWORK – TYPES OF APPEAL) • Types of appeals: • Music, Emotions:(Happiness, Friendship, Peace, Love) • They were singing in the advertisement and it had music in it. Islam is a religion based on peace, Ramadan is one of the holly’s months for the Muslim community, hence,Vodafone used music in their ads to showcase how people appreciate this month and spread happiness • THEORITICAL FRAMEWORK • Personal values: Comfortable life, happiness and Mature love. • Some people are saying that Ramadan is boring and it is not like before and the happiness of the month is not the same. However,Vodafone decided to to this ad to convince people that Ramadan is different and it is the happiest month in the year and people can feel the joy like before and more. ABOUT ORANGE • Ora nge E g ypt (Egyptian: ,‫اورنچ مصر‬Orange Ma ṣr[2]), formerly M obinil,[3] is the first mobile network operator in Egypt, founded on March 4, 1998. Orange provides voice and data exchange services • Orange has international roaming agreements with 348 operators in 135 countries, being the first in Egypt to establish roaming agreements with the US and Canada MISSION AND VISION • Our vision • The digital era we now operate in is transforming our day-to-day lives, our behavior and our interaction with our environment. In this hyper-connected world, we all experience the digital transition in our own way, according to our preferences and possibilities. To be positive, this revolution must include everyone, but also adapt to every person’s aspirations and essentials.This is how it will become a human revolution, grounded in everyday life. • Our m ission • Our customers’ practices and needs are evolving. They want simple solutions that are truly useful. They seek flawless connectivity, personalized responses and good value for money. And this is what makes our mission so meaningful: to be "always in touch to connect what’s essential in your life." ORANGE OBJECTIVE • The service shall cover subscribers in Egypt and abroad pursuant to the license obtained in this respect. The Company has the right to carry out all importation exportation activities related to its objectives and carry out whatever works are needed including networks etc… THE ADVERTISEMENT • https://www.youtube.com/watch?v=xnzGeWTBYtQ ORANGE ADVERTISING OBJECTIVE • This advertisement aims to strengthen the relationship between neighbors to get closer like old times. PRODUCT OR BRAND ADVERTISING • Product advertising • In the same advertisement, they didn’t say anything about Orange or their services, but in the end of the advertisement they wrote this statement “ ” ‫اشحن انت وجيرانك نفس الكارت اكتر من مره‬, it is a product advertisement in an indirect way. SOCIETY & ADVERTISING (THE INFLUENCES ON THE CONSUMER – ETHICAL ISSUES – LAWS AND REGULATIONS) • The influence on the consumer: All people have good and bad habits, but this advertisement aims to make people love their neighbors even if they have bad habits and live in peace. • Ethical issues: • First of all, not all humans are the same . So, everyone could be mistaking. This advertisement shows us the human differentiation from different perspectives. We have also learned that neighbors should be patient in any hard circumcintes “’6rof” , as we said; one hand can not clap. On the other hand, being annoying especially with your neighbors will not give you a comfortable life. As a result, ethics is the key to collaborate all society . • Laws and regulations: • All Muslims believe on the respective of neighbors .according to the prophet Mohammed piece up on him we have to care of our neighbors no matters how far they are from us. Therefore, our culture is respectively following this structure step by step, which lead to live a peaceful life. ADVERTISING DESIGN (THEORETICAL FRAMEWORK – TYPES OF APPEAL) • Types of appeal: • Music, Emotions ( peace and love ) • They used music in the advertisement, to reach people’s hearts and shows peace and love between them. • Theoretical Framework: • Personal values: Freedom, Fun, Excitement and Happiness. • They want people to live a happy life and ignore people’s bad habits. Just live your fun and excitement life and don’t be negative. REFRENCES THANK YOU Midterm Brief Module code and title Assignment title/No. Grading percentage Deadline/ Hand-in AMAN304 – The Role of Advertising in Business Midterm 20% Monday March 4, 2019 9:00am (Presentation and Moodle submission) Assignment description: Students will work on this project in groups of 2-3, their main task is to choose a recent Ramadan 2018 advertisement campaign and provide a detailed analysis. The analysis will be submitted as a presentation. Tasks to be covered: The Analysis Content: (12 marks) • Choose 2 Ramadan advertisement campaigns. (The use of competitors is preferable) • Provide a brief company overview of the advertised brand. (2 marks) • Using the course material, analyze the following: (10 marks) o The Business Objectives (1 mark) o The Advertising Objectives (1 mark) o Product or Brand Advertising? (1 mark) o Society & Advertising (The influences on the consumer – ethical issues – laws and regulations) (3 marks) o Advertising Design (Theoretical framework – types of appeal) (4 marks) The Presentation: (5 marks) • The presentation must not exceed 10 minutes. • You should be dressed formally. • You must use PowerPoint or any form of presenting material. • There will be a question and answer section after the presentation. Be prepared! • Eye contact is important, limit the focus on the slides and focus more on your audience. Additional requirements: (3 marks) • • Grammar and spelling Overall quality of the presentation slides Referencing your work: Harvard referencing is required when using any book, article, journal or online references in the assignment Plagiarism and cheating: Your attention is drawn to the University’s stated position on plagiarism. THE WORK OF OTHERS THAT IS INCLUDED IN THE ASSIGNMENT MUST BE ATTRIBUTED TO ITS SOURCE (a list of references and bibliography must be submitted). Please note that this is intended to be an individual piece of work. Ensure that you read through your work prior to submission. For some assignments you may be asked to use the University Plagiarism detection service ‘Turnitin’. Action will be taken where a student is suspected of having cheated or engaged in any dishonest practice. Students are referred to the University regulations on plagiarism and other forms of academic irregularity. Students must not copy or collude with one another or present any information that they themselves have not generated. Assignment Submission: Written assignments should be submitted BOTH a printed copy via Submission office and a soft copy via the module. The assignment will not be accepted by Handing in one version of the copy. Other forms of copy will be handed in as advised by the instructor in class. If you miss your presentation, this will lead to automatically losing your full grade. There will be no make-up presentations. Note: Late submission by one minute will be considered a one-day late submission, which will cause a loss of 10% for each day.
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