1. 1
EMIRATES NEON GROUP
Project Submitted to the
MANIPAL UNIVERSITY – DUBAI CAMPUS
In the Partial Fulfillment of the Requirement for the Degree
of BACHELOR OF BUSINESS ADMINISTRATION
By
Aiysha Abdul Majeed / Ayesha Mushtaq Shaikh / Fatma Abdallah
Mohammed Binyas / Shibin Suresh / Yasir Ali
Under the Guidance and Supervision of
Mrs. Sina Aneesh
Manipal University
Department of Management Studies
Academic City, Dubai, UAE.
May 2016
2. Mrs. Sina Aneesh
Department Of Management Studies
Manipal University - Dubai Campus
Academic City
Dubai, UAE
______________________________________________________________________
CERTIFICATE
This is to certify that the project work entitled, 'Emirates
Neon Group', submitted to the Manipal University -Dubai
Campus for the award of degree of Bachelors of Business
Administration, is a record of the original work done by the
following members during the period of their study in the
Department of Management Studies, Manipal University
Dubai Campus, under my supervision and guidance.
1. Aiysha Abdul Majeed - Reg no: 1301133
2. Ayesha Mushtaq Shaikh -Reg no: 1501133
3. Fatma Abdallah Nassir -Reg no: 1401085
4. Mohammed Binyas -Reg no: 1301161
5. Yasir Ali -Reg no: 1401086
6. Shibin Suresh -Reg no: 1401091
Signature of the guide
3. DECLARATION
We, hereby declare that the matter embodied in this project
work entitled 'EMIRATES NEON GROUP' is the result of the
analysis of observation and is an original work and the same
has not been submitted for the award of any degree,
diploma, fellowship, associate ship or any other similar title,
to any other university.
Ayesha Shaikh Aiysha Abdul Majeed
Reg no: 1501133 Reg no: 1301133
Fatma Abdallah Nassir Mohammed Binyas
Reg no: 1401085 Reg no: 1301161
Shibin Suresh Yasir Ali
Reg no: 1401091 Reg no: 1401086
4. ACKNOWLEDGEMENT
First and foremost, our sincere praise and thanks to the
almighty god for his favor upon us in completing this study.
My deepest appreciation to all who supported and guided us
to write on our preferred topic and accomplish the project.
To Mrs. Sina Aneesh, for her academic guidance, kind
support and significant comments during the study.
To Mr. Ananathan Raman, for his constant support and
encouragement.
To all the other faculties who helped us in compiling the
information resources for our project.
And to all the Group Members involved in this project for
their co-operation and contribution.
5. TABLE OF CONTENTS
Certificate......................................................................................1
Declaration....................................................................................2
Acknowledgement.....................................................................3
CHAPTER 1 - Introduction.....................................................1-12
1.1 About ENG...........................................................................1
1.2 Mission and Vision...........................................................1-2
1.3 History..................................................................................2-5
1.4 Brand History....................................................................5-7
1.5 About HANIF MERCHANT............................................7-9
1.6 About REHAN MERCHANT..........................................9-12
1.7 Locations.............................................................................12
CHAPTER 2 - Advertising……………………………….13
2.2 About Advertising………………………………………….
2.2 Marketing Mix……………………………………………….
2.3 Types of Advertising………………………………………
2.4 Purpose of Advertising…………………………………...
2.5 Sales promotions and brand loyalty………………..
2.6 ENG Product and Services………………………………
2.7 ENG Hotel Services………………………………………...
2.8 ENG Product and Services……………………………....
2.9 ENG’s Consultancy………………………………………….
6. 2.10 Archetecture and Interior Design…………………..
2.11 Brands ENG has worked with………………………..
2.12 Why advertiding is necessary………………………..
2.13 ENG’s Competitiors………………………………………
CHAPTER 3 – Human Resources Development..........44
3.1 Human Resource Planning of ENG…………………..
3.2 Steps in Human Resource Planning Process……..
CHAPTER 4 – Conclusion……………………………………..55-57
CHAPTER 5 – Biblography…………………………………...58
7. 1
CHAPTER 1 - INTRODUCTION
1.1 ABOUT ENG
ENG was established as Emirates Neon by Hanif Merchant in 1976,
with just 27 employees focusing on creating neon signs. This 32-
year journey took us from our humble beginnings as a small
company with a single focus to our current position as a market
leader offering a diverse array of products and services that
together constitute a comprehensive range of communications
solutions.
Now grouped under the new parent company name of ENG
(Emirates Neon Group), our specialist divisions include: Brand,
Consultancy, Digital, Industries, Media, Outdoor, PR, Print, and
Signage.
1.2 MISSION AND VISION
Mission
ENG (Emirates Neon Group) is determined to provide effective
solutions to specialized industries, offering customers a consistently
timely, reliable and affordable service. ENG's mission is ultimately to
build a name for ourselves that is recognized regionally and
internationally and is associated with nothing but the highest
standards of quality and professionalism.
Vision
ENG's vision is simple; we aim to be the best at what we do. Our
energies are therefore focused on three distinct targets:
To achieve market leadership with innovative products and
services that set new trends across our industries.
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To identify and exploit new opportunities to sustain growth
and profitability.
To generate demand by consistently exceeding customer
expectations.
1.3 HISTORY
ENG's 32-year history has witnessed monumental changes in
infrastructure, resources, facilities, offices and manufacturing
capacities. Created by Hanif Merchant in 1976, and previously
known as Emirates Neon Group, the company has continually
assessed and reassessed the operating procedures and has steadily
paved the way for a metamorphosis from a sales focused Emirates
Neon into a brand name of ENG (Emirates Neon Group) synonymous
with the highest standards of quality and professionalism.
Milestones
1976 Mr. Muhammad Hanif Merchant established Emirates
Neon in the United Arab Emirates with 27 employees.
1980 Signed first contract with Emirates Petroleum for their
filling stations in the UAE.
1987 Opened a branch in Abu Dhabi and branches in other
Emirates.
1990 Installed first Tri-O-Vision on a Unipole at Al Ahli
stadium, Dubai-Sharjah Road & Established a separate division
for Outdoor advertising - Emirates Outdoor (now ENG
Outdoor).
1996 Did the first Dubai Shopping Festival Decorations
Projects for all Lamppost & Lighting Decorations.
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1997 Awarded the first ever Unipole Billboards contract by
Dubai Municipality for advertisement on the Sheikh Zayed
Road Highway and Al Ain Highway.
1998 Rehan Merchant joined ENG as Executive Director.
1998 Awarded the prestigious Emirates Office and Hotel
Tower, Dubai signage project to ENG Signage.
1998 Established ENG Print as an offshoot to cater to market
print requirements.
1999 Installed the first ultra-bright LED sign (Video Wall) in
the UAE, at the Strand Cinema Building, Bur Dubai.
1999 Established ENG Digital to develop digital ambient
media.
2002 Established ENG Industries to cater to castings, traffic
signs business in the UAE and the Middle East Region.
2004 Established the Scrap Metal Trading & Aluminum
Recycling Divisions in ENG Industries.
2004 Started regional market push by setting business in
Oman.
2005 Established ENG Consultancy.
2005 Established business in Bahrain.
2005 Entered into a Joint Venture with Roof Internationals in
Kuwait in Outdoor Media.
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2006 Foray into TV media by acquisition of Max Media; an Ad
Sales and Events firm with tie ups with the Star TV Network
Channels, Fox Sports, Neo Sports
2006 Started ENG business with offices in North Africa.
2006 Established ENG Media for media buying and planning;
consolidation of ads sales via media sales representations and
media ownership.
2007 Started ENG business with offices in East Africa, China,
Pakistan and the United Kingdom.
2007 Established a new architectural and interiors division in
ENG Consultancy in China.
2007 Acquired a branding, marketing, web solutions and PR
Company in the UK called THINK.
2007 Foray into Publishing and Broadcast media by acquisition
of 100 Publishing
1.4 BRAND HISTORY
Clear skies and broad horizons
Hanif Merchant arrived in Dubai over 30 years ago with just a dream
to create a sustainable family business, which he did with Emirates
Neon. The seventies were tough – margins were small and the work
was labour intensive, but Hanif Merchant slowly built a business
creating neon signage that the growing petrochemical and leisure
industries would come to see as an essential part of their image.
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Hard work and tough beginnings
Making neon signs takes exceptional skill, patience and no small
amount of physical strength. It also requires a creative
understanding of the image and message each individual client
wants to project. No two jobs were the same and each
presented Hanif Merchant with new challenges, and every
successful new sign pushed the limits just a little further until the
neon signs made by Emirates Neon were almost as well known as
the multi-national companies who used them.
Signs of growth
The end of the seventies brought consolidation and invigorating
new business opportunities as Emirates Neon grew to dominate the
signage sector in the early 80s. As Dubai expanded and broadened
its horizons, so Emirates Neon offered new and better services to
clients – multi-national oil companies with international scope and
high standards. Emirates Neon flourished.
Coming of age
Hanif Merchant's son Rehan Merchant took control of Emirates
Neon in the early nineties, with the clear objective to develop a
highly successful family business into a far-reaching international
media organization. Building up sales, driving new processes,
expanding the offer to clients from signage into broader media
provision - the new company began to spread its wings –
adding digital printing, project management, signage construction.
New challenges
Establishment and consolidation in Dubai led naturally to wider
participation in the growing business centres of the Gulf and
beyond. Emirates Neon became Emirates Neon Group and
then ENG to reflect its group status and expanding offering. Rehan
Merchant expanded Emirates Neon into new areas of business –
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powerful design and media consultancy services, far-reaching media
buying, as well as moves into TV advertising on popular satellite
channels.
The new pioneers
New territories await ENG’s unique combination of pragmatic
business sense and extensive experience, bringing new challenges
and new opportunities. Under the guidance of Hanif Merchant,
Emirates Neon Group has exercised fresh acquisitions and a thriving
workforce are now delivering significant new services across the
world in some of the most demanding and exciting markets. As one
chapter ends, so another begins everyone at ENG is proud to be part
of this extraordinary global success story.
1.5 ABOUT HANIF MERCHANT (The Owner)
Hanif Merchant is the Founder and Chairman of Dubai, Emirates
Neon Group. The holding company, Dubai 9 Group is a UAE-based
investment company with holdings in more than a dozen countries
across four continents. Established in 1971, the Dubai 9 Group has
ventures in the fields of signage and visual communications, media
and advertising, executive training, human capital consulting,
consumer electronics, aluminum and steel fabrication, industrial
coating, destination development, hotels and resorts.
The Group’s portfolio includes companies such as Emirates Neon
Group (the biggest signage and visual communications company in
the Middle East), Ruwaad Holdings, Leading Concepts and
Paradigmz.Dubai 9 Group also is a stakeholder and one of three
founding members of Enshaa Holdings, whose projects, through
Emirates International Holdings and Emirates Sunland, include the
Palazzo Versace Resort Development in Dubai and the Palazzo
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Versace Resort on Australia’s Gold Coast, in addition to many other
real estate developments.
Hanif Merchant in his role as Founder and Chairman of Ruwaad
Holdings is responsible for setting the strategic direction of the
company and for providing strategic counsel of all its initiatives.
Ruwaad Holdings, a wholly owned subsidiary of the Dubai 9
Group, is a real estate, hospitality and tourism investment and
development company that focuses on creating iconic destinations
with a strong focus on entertainment, hospitality and lifestyle in the
Middle East, Africa and Asia. The company is in the process of
creating a number of unique, high-end developments in cooperation
with leading global brands in the real estate, lifestyle, hospitality,
tourism and leisure entertainment industries.
Hanif Merchant has extensive experience across four continents as a
very successful entrepreneur. His ambition and vision is what can be
observed as the Dubai 9 Group today. His experience spans across
business start-ups, business operations and strategic partnerships.
Over the past five years, the Group has registered tremendous
growth year after year, and Mr. Merchant has played an
instrumental role in this achievement.
Hanif Merchant holds various degrees and certificates in Business
Management and he has also attended executive education courses
at the Stanford Graduate School of Business, USA; the Michigan Ross
School of Business, USA; the Columbia Business School, USA, and the
Center for Creative Leadership.
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1.6 REHAN MERCHANT
Rehan Merchant is the Group CEO of ENG (Emirates Neon Group),
one of the fastest growing media empires in the MENA Region. In
less than a decade after taking management control from
his father who founded the company in the mid 70s, Rehan has
transformed the UAE focused signage company into an international
visual communications and media solutions conglomerate that is
spread geographically over Asia, East Africa, North Africa, Gulf
and Europe.
During his tenure, the company has experienced more than a 5 fold
increase in revenues brought by a number of well executed and
strategic acquisitions and mergers. The company now boasts
revenues of over $100m annually, employs 1200 individuals and has
varying interests in over 20 companies worldwide.
Merchant is a Bachelor in Science with Honors from one of UK’s top
Management universities (in Business Research) the University of
Lancaster, and has specialization in Strategic Marketing and
Organisational Studies. He started his professional career in 1997 in
various other businesses before joining ENG in 1998 as trainee and
within a year gained operative company control.
With hands on experience in every technical and engineering aspect
of the business, it did not take long for him to bring on a new set of
clients, consultants, architects and European automation ideas to
ENG. His starting success was in 1998 when the company was
awarded the prestigious Emirates Office and Hotel Tower.
With the goal of providing clients with comprehensive
communication solutions, Merchant established the ENG
Print division in 1998 to cater to the print requirements of the
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market. The division now leads the industry with high quality
images and speedy execution of campaigns. During these initial
years, Merchant pioneered numerous outdoor media in the Middle
East including the introduction of Digital technology for outdoor
advertising.
A visionary, he predicted the potential of outdoor advertising in the
Gulf early on and invested heavily in the medium- the ENG
Outdoor division currently leads the industry with inventory
investments that surpass $100m and is experiencing unprecedented
growth.
With the Gulf markets opening up to the world, Merchant
established ENG Industries in 2002 to support the region’s
development; the division manufactures road & traffic signage in its
state of the art facilities that employs top-level creative minded
engineers. Immense regional growth also saw this division catering
to castings, scrap metal trading and aluminum recycling.
Merchant started ENG’s international journey by setting up
operations in Oman and Bahrain in 2004 and successfully
establishing a joint venture with Kuwait’s leading outdoor
company, Roofs International. The period also saw Merchant
expanding the company’s offerings to include a variety of services
including architectural, interior design and way finding design
consultancy by establishing ENG Consultancy in 2005.
In the same year Merchant acquired the region’s leading Television
advertising sales and events Company, Max Media and formed ENG
Media whose services span media planning & buying and who are
represented by a dedicated advertising sales team. Year 2007 saw
Merchant secure the acquisition of the UAE based 100 Publishing
which brought into the group includes a network of radio stations
and enabled Merchant to launch a publishing arm to the business. In
its first six months of operation the publishing division has launched
titles in both the B2B and B2C platforms; most prominent of which
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include Insider, a weekly celebrity gossip title and IQ, the only
weekly men’s magazine in the UAE.
In the past two years, Merchant has launched the outdoor side of the
business into international markets setting up office from as wide
afield as Kenya, Egypt, China, Pakistan and the UK.
In 2008, he extended the ENG brand to include Brand consultancy
and PR.
As a result of his unflagging ambitions and ability to turn around
companies, Merchant sits on numerous advisory boards including
the Dubai9 Group, Ruwaad, Greater Metropolitan Asia, East African
Investments and 100 Publishing.
1.7 LOCATIONS
ENG has offices all around the world such as:
Abu Dhabi, Al Ain, Dubai, Fujairah, Jebel Ali Free Zone, Sharjah,
Bahrain, China, Egypt, Kenya, Kuwait, Oman.
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CHAPTER 2 - ADVERTISING
2.1 ABOUT ADVERTISING
Advertising is a form of marketing communication used
to promote or sell something, usually a
business's product or service. Advertising by a government in favor
of its own policies is often called propaganda. The purpose of
advertising may also be to reassure employees or shareholders that
a company is viable or successful. Advertising messages are usually
paid for by sponsors and viewed via various old media; including
mass media such as newspapers,
magazines, Television, Radio, outdoor advertising or direct mail;
or new media such as blogs, websites or text messages. Commercial
ads seek to generate increased consumption of their products or
services through "branding," which associates a product name or
image with certain qualities in the minds of consumers. Non-
commercial advertisers who spend money to advertise items other
than a consumer product or service include political parties, interest
groups, religious organizations and governmental agencies. Non-
profit organizations may use free modes of persuasion, such as
a public service announcement.
2.2 MARKETING MIX
The marketing mix was proposed by Professor E. Jerome
McCarthy in the 1960s. It consists of four basic elements called the
"FOUR Ps". Product is the first P representing the actual
product. Price represents the process of determining the value of a
product. Place represents the variables of getting the product to the
consumer such as distribution channels, market coverage and
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movement organization. The last P stands for Promotion which is
the process of reaching the target market and convincing them to
buy the product.
2.3 TYPES OF ADVERTISING
Virtually any medium can be used for advertising. Commercial
advertising media can include wall paintings, billboards, street
furniture components, printed flyers and rack cards, radio, cinema
and television adverts, web banners, mobile telephone screens,
shopping carts, web popups, skywriting, bus stop benches, human
billboards and forehead advertising, magazines, newspapers, town
criers, sides of buses, banners attached to or sides of airplanes
("logojets"), in-flight advertisements on seatback tray tables or
overhead storage bins, taxicab doors, roof mounts and passenger
screens, musical stage shows, subway platforms and trains, elastic
bands on disposable diapers, doors of bathroom stalls, stickers on
apples in supermarkets, shopping cart handles (grabertising), the
opening section of streaming audio and video, posters, and the backs
of event tickets and supermarket receipts. Any place an "identified"
sponsor pays to deliver their message through a medium is
advertising.
MEDIUM 2015 2018
Television advertisement 37.7% 34.8%
Radio advertisement 6.5% 5.9%
Outdoor Advertisement 6.8% 6.6%
Newspaper Advertising 12.8% 10.1%
Mobile Advertising 9.2% 18.4%
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2.3.1 Television advertising
Television advertising is one of the most expensive types of
advertising; networks charge large amounts for
commercial airtime during popular events.
2.3.2 Radio advertising
Radio advertisements are broadcast as radio waves to the air from a
transmitter to an antenna and a thus to a receiving device. Airtime is
purchased from a station or network in exchange for airing the
commercials. While radio has the limitation of being restricted to
sound, proponents of radio advertising often cite this as an
advantage. Radio is an expanding medium that can be found on air,
and also online.
2.3.3 Online advertising
Online advertising is a form of promotion that uses the Internet
and World Wide Web for the expressed purpose of delivering
marketing messages to attract customers. Online ads are delivered
by an ad server. Examples of online advertising include contextual
ads that appear on search engine results pages, banner ads, in pay
per click text ads, rich media ads, Social network advertising, online
classified advertising, advertising networks and e-mail marketing,
including e-mail spam.
Magazines 6.5% 5.3%
Desktop Online Advertising 19.9% 18.2%
Cinema 0.6% 0.7%
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2.3.4 Billboard advertising
Billboards are large structures located in public places which
display advertisements to passing pedestrians and motorists. Most
often, they are located on main roads with a large amount of passing
motor and pedestrian traffic; however, they can be placed in any
location with large amounts of viewers, such as on mass transit
vehicles and in stations, in shopping malls or office buildings, and in
stadiums.
2.3.5 Mobile billboard advertising
Mobile billboards are generally vehicle mounted billboards or digital
screens. These can be on dedicated vehicles built solely for carrying
advertisements along routes preselected by clients, they can also be
specially equipped cargo trucks or, in some cases, large banners
strewn from planes. The billboards are often lighted; some
being backlit, and others employing spotlights. Some billboard
displays are static, while others change; for example, continuously
or periodically rotating among a set of advertisements. Mobile
displays are used for various situations in metropolitan areas
throughout the world, including: target advertising, one-day and
long-term campaigns, conventions, sporting events, store openings
and similar promotional events, and big advertisements from
smaller companies.
2.3.6 In-store advertising
In-store advertising is any advertisement placed in a retail store. It
includes placement of a product in visible locations in a store, such
as at eye level, at the ends of aisles and near checkout counters
(a.k.a. POP – point of purchase display), eye-catching displays
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promoting a specific product, and advertisements in such places as
shopping carts and in-store video displays.
2.3.7 Coffee cup advertising
Coffee cup advertising is any advertisement placed upon a coffee
cup that is distributed out of an office, café, or drive-through coffee
shop. This form of advertising was first popularized in Australia, and
has begun growing in popularity in the United States, India, and
parts of the Middle East.
2.3.8 Street advertising
This type of advertising first came to prominence in the UK by Street
Advertising Services to create outdoor advertising on street
furniture and pavements. Working with products such as Reverse
Graffiti, air dancers and 3D pavement advertising, for getting brand
messages out into public spaces.
2.3.9 Sheltered outdoor advertising
This type of advertising combines outdoor with indoor
advertisement by placing large mobile, structures (tents) in public
places on temporary bases. The large outer advertising space aims
to exert a strong pull on the observer; the product is promoted
indoors, where the creative decor can intensify the impression.
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2.4 PURPOSE OF ADVERTSING
Advertising is at the front of delivering the proper message to
customers and prospective customers. The purpose of advertising is
to convince customers that a company's services or products are the
best, enhance the image of the company, point out and create a need
for products or services, demonstrate new uses for established
products, announce new products and programs, reinforce the
salespeople's individual messages, draw customers to the business,
and to hold existing customers.
2.5 SALES PROMOTIONS AND BRAND LOYALTY
Sales promotions are another way to advertise. Sales promotions
are double purposed because they are used to gather information
about what type of customers one draws in and where they are, and
to jump start sales. Sales promotions include things like contests
and games, sweepstakes, product giveaways, samples coupons,
loyalty programs, and discounts. The ultimate goal of sales
promotions is to stimulate potential customers to action.
One way to create brand loyalty is to reward consumers for
spending time interacting with the brand. This method may come in
many forms like rewards card, rewards programs and sampling.
2.6 ENG PRODUCT AND SERVICES
2.6.1 Large Scale Outdoor Mediums
Oversized images are ideal for brand building and product
awareness. Most importantly, they help to communicate the
emotion that characterizes your company’s products and services.
The range of large-format solutions include unipoles (billboards),
23. 17
bridge banners, wall banners, scaffolds and rooftops, offering a wide
selection of hard-hitting options to choose from.
2.6.2 Small Scale Outdoor Mediums
Small-format media vehicles are terrific for tactical campaigns. Easy
to install banners, flags, mupis and lamp posts are ideal for
displaying promotional material that might need regular or urgent
changing throughout the marketing campaign.
2.6.3 Digital Outdoor Mediums
Whether you want a single, digital sign or dozens networked
together for multiple locations; Plasma and LED screens offer the
ability to tailor the communications with up-to-the-minute, location-
appropriate information, targeting very specific segments of their
market.
2.6.4 Transit Mediums
Taxis, buses and mobile trucks are all highly effective means of
delivering messages to a specific location at a specific time. Hard to
miss when properly branded, transit media is an increasingly
important element in the marketing mix.
2.7 ENG HOTEL SERVICES
2.7.1 Furniture, Fixtures and Equipment
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They provide the highest quality of fixed kitchen and laundry
equipment including cold rooms and kitchen hoods, health club
equipment, computers with their associated equipment and
software, all loose furniture, decorative lighting, carpets, curtains
and bed covers.
2.7.2 Hotel Art
The Hotel Art will offer contemporary designs that will look at
transforming the look and feel of ordinary wall interiors into an
extraordinary piece of art.
2.7.3 Façade Lighting
Special features of the architecture without impairing them and
gives any building their own character, making them popular
attractions in the cityscape both day and night.
2.8 ENG PRODUCTS AND SERVICES
2.8.1 Transit Prints
Vehicle graphics are a popular outdoor advertising medium used by
local and national advertisers across the globe. Recent worldwide
studies reveal that an average of three hours is spent on the roads
daily, whereas the average time spent reading a morning newspaper
is just over four minutes.
2.8.2 Environmental Graphics
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The UAE’s huge consumer culture depends largely on the innovative
use of the retail medium for communication; and ENG knows just
how to use it.
2.9 ENG’s CONSULTANCY
ENG Consultancy has a dedicated team of graphic designers and
project managers, who have years of experience working on
complete branding solutions. With a team of such talented
individuals, the attitude to all projects is pragmatic and holistic
rather than complex and inflexible.
ENG Consultancy provides a 360- degree approach to project
management; including activities like planning, concept design,
concept development, and contract management.
2.9.1 Environmental and Way-Finding Signage
Navigation from place to place is a fundamental human activity and
an integral part of everyday life. Where are you? Where are you
heading to? People use their knowledge and previous experiences to
find their way in the build environment. Way finding has the
function to inform people of the surroundings in the (unfamiliar)
build environment, it is important to show information at strategic
points to guide people into the right directions. Complex structures
in the build environment are interpreted and stored by the human
memory. Distances, locations and time may be remembered
differently than as they appear to be in reality.
26. 20
2.9.2 About
ENG provides way-finding consultancy and analysis and designs
signage systems for cities, hospitals, malls and hotels. Their job is to
make it easier for people to find their way around complex sites and
facilities and they do this by specializing in the delivery of
engineering and way-finding designs.
Designing a way-finding system can be complex as it should
integrate with the surrounding architecture, landscape and interior
design. Through way-finding analysis combined with careful
planning and implementation of appropriate systems, they can help
your organization follow a logical path. They see way-finding as
much more than just a series of signs, and therefore plan
comprehensive systems to solve complex problems of
disorientation.
2.9.3 ENG’s Clients
Over the past years we have worked on several large-scale projects
Which include Raffles Hotel, Wafi City extension, Bahrain Financial
Harbour, Al Wahda Mall, Al Khalidiyah Mall, Al Raha Mall, RAK FZE
Urban Planning, Singapore Gardens, Waterfront Luxury Apartments,
Radisson SAS Dubai Media City, Le Meridien Al Aqah, Sheikh Jaber
Stadium, Yu Yuan Renaissance Hotel, DXB Exhibition City, JAL
Fujairah Resort, Capital Towers, Dubai Airport Terminal &
Concourse 1, Bonnington Towers and much more.
2.10 ARCHITECTURE AND INTERIOR DESIGN
ENG has an exceptional combination of expertise in hotel
architecture and interior design. They have experience in the design
and management of hotels across the world.
27. 21
They have thorough detailed knowledge of the property markets,
building technology, energy, space planning and interior design, and
ensure that their clients achieve effective, efficient, commercially
viable buildings that are successful environments to work in.
They are constantly investing in technology. They use state-of-the-
art, fully integrated CAD technology and implement quality control
procedures through all stages of design.
ENG also provides 3D modeling, visual walk-through, and computer
generated videos so that clients can explore design concepts in
greater depths. They develop art, accessory and graphic signage
programs and their presentation media includes drawings, sketches,
perspectives, renderings, colour, material boards, photographs and
models.
Every ENG product begins with specific, clearly defined aesthetic,
marketing and budgetary goals. Their reputation rests on the single
most important test of achieving these goals: our clients’ success in
the marketplace.
2.10.1 ENG Architectural Design
Project List
Nanning Crowne Plaza
Guangxi Province China
Architectural Design & Interior Design
5 Star Hotel Hong Qiao, Shanghai
Architectural Design & Interior Design
Crystal Commercial Plaza
Tian Jin China
28. 22
Architecture Refurbish Design
5 Star Business Hotel
Cheng Du Sichuan Province China
Architecture, Interior Design
Tai Cang Jiangsu Province China
Architectural Consultancy & Interior Design
Crystal Plaza
Tian Jin China
Architectural Design & Interior Design
5 Star Business Hotel
Cheng Du Sichuan Province China
2.10.2 ENG Interior Design
Project List:
Sofitel
Boao Hainan China (with WAI)
Interior Design
Marriott Hotel
Sanya Hainan China (with WAI)
Interior Design
Qing Pu Crowne Plaza, Shanghai
Interior Design
Regalia Service Apartment
Shanghai
Interior Design
Jiang Yin Crown Plaza Hotel
Jiangsu Province China
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Interior Design
Chang Shu Holiday Inn Express
Jiangsu Province China
Interior Design
Wu Jiao Chang Holiday Inn Express, Shanghai
Boutique Hotel, Shanghai
Nanning Crowne Plaza
Guangxi Province China
Crystal Plaza
Tian Jin China
Hong Qiao Shanghai
Cheng Du Sichuan Province China
Crystal Commercial Plaza
Tian Jin China
Architectural Refurbish Design
Tai Cang Jiangsu Province China
2.10.3 ENG 3D Design
Project List:
Tai Cang Jiangsu, Province China
Chang Shu Holiday Inn Express , Jiangsu Province China
Qing Pu Crowne Plaza, Shanghai
Chang Shu Holiday Inn Express, Jiangsu Province China
34. 28
Nestle is a Swiss transnational food and beverage company. Its
world's leading nutrition, health and wellness company Twenty-
nine of Nestlé’s brands have annual sales of over 1 billion
(about US$1.1 billion). Nestle has more than 2,000 brands, from
global icons to local favorites.
Sony Corporation commonly referred to a Japanese
multinational company corporation headquartered in Tokyo, Japan.
Its diversified business includes consumer and professional
electronics, gaming, entertainment and financial services. The
company is one of the leading manufacturers of electronic products
for the consumer and professional markets.
35. 29
The Volvo group is a Swedish company. Its core activity is the
production, distribution and sale of trucks, buses and construction
equipment, Volvo also supplies marine and industrial drive systems
and financial services. Although the two firms are still often
conflated, Volvo Cars
Du is a telecom operator in the United Arab Emirates.
Although Emirates Integrated Telecommunications Company is its
legal name, it was commercially rebranded as du in February 2007.
The company had 4.5 million subscribers as of the end of March
2011.
36. 30
Al Ain Dairy has played an active and influential part in the growth
of the UAE’s dairy industry over the last 25 years. As the first dairy
farm established in the country in 1981, under the directives of the
late H. H. Sheikh Zayed Bin Sultan Al Nayhan, Al Ain Dairy has led
the way in producing innovative and diversified products according
to consumer taste and market demands.
The Papa John's American pizza restaurant franchise was founded in
1983. Papa John's has over 4,700 establishments around the world,
including around 3,500 in the U.S. and over 1,200 spread amongst
37 other countries and territories.
37. 31
The Cable News Network (CNN) is an American basic
cable and satellite television channel. It was founded in 1980 by
American, as a 24-hour cable news channel. CNN executive officially
described the channel as "no longer a TV news network" and instead
as "a 24-hour global multiplatform network television households
(82.7% of households with at least one television set) in the United
States.
Ferrari World Abu Dhabi (Arabic: ظبي أبو فيراري عالم) is an amusement
park located on Yas Island in Abu Dhabi, United Arab Emirates. It is
the first and only Ferrari-branded theme park and has the record for
the largest space frame structure ever built. The foundation stone
for the park was laid on 3 November 2007. It took three years to
develop the park and it officially opened to the public on 4
November 2010. Ferrari World Abu Dhabi covers an area of 86,000
square meters. Ferrari World Abu Dhabi was named the "Middle
East's Leading Tourist Attraction" at the World Travel Awards 2015.
38. 32
Mashreq bank is one of UAE’s leading financial institutions.
Established in 1967 by the Al-Ghurair Group, it is the largest private
sector bank in the UAE. With more than 45 years of experience in
the UAE banking and financial services market, Mashreq bank is
well established as a leading commercial and retail bank. We have a
wide spread network with 44 branches in the UAE and 20 branches
/ representative offices in MENA, Asia, Europe and United States
enabling us to finance regional trade flows.Mashreq bank has been
publicly listed since inception and has been listed on the Dubai
Financial Markets since the creation of the local stock exchange
Toshiba is a Japanese multinational company. Corporation
headquartered in Tokyo, Japan. Its diversified products and services
include information technology and communications equipment and
systems; Toshiba was founded in 1938 as Tokyo Shibaura Electric in
Tokyo, Japan. Its diversified products and services include
information technology and communications equipment and
systems, electronic components and materials, power systems,
industrial and social infrastructure systems, consumer electronics,
household appliances, medical equipment, office equipment, lighting
and logistics.
39. 33
2.12 WHY ADVERTISING IS NECESSARY
2.12.1 Crucial for a launch
Advertising is crucial for the launch (introduction) of a brand new
product, service or idea in the market. If the advertisement of any
concerned product, service or idea is done correctly at a right place,
through proper media, and within a particular time constraint, can
attract many new customers. It helps to capture the market and
increase sales of an advertiser. It is also essential for announcing an
upcoming event. It acts as an open invitation that maximizes the
chances of event attendance. However, if people are unaware of any
such happening, they may not show up. As a result, the event may
not get an expected response. Hence, it also contributes to the
success of an event.
2.12.2 Source of revenue
Advertising is a prime source of revenue for publishers of mass
media like newspapers, TV channels, magazines, websites and so on.
The input cost involved in processing any valuable information is
usually higher than its selling price. A publisher's expense rises due
to various data gatherings and information-processing activities like
research (investigation), professional writing, editing, proof-
reading, publishing in the form of printing or digital web hosting
and distribution. It pays publishers their input costs and in return
use their media platform as a medium to reach maximum number of
people. Indirectly, because of it, customers of publishers (who are
mostly readers or viewers) also get affordable access (or sometimes
even free access) to high-quality information databases.
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For example, newspapers sell for pennies, although their input costs
are very high. Most online websites give free and unlimited access to
their information database for 24x7 because most of their input
costs recovers from sponsors and ad-networks.
2.12.3 Sales promotion
Advertising is done to promote goods, services, ideas, and events.
Advertising promotes goods services ideas and events
It is for the promotion of:
Consumer goods under cosmetics, electronics, eatables,
stationary, jewelry, textiles, etc.
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Services provided in sectors like banking, insurance,
hospitality, air travel, consultancy, healthcare, education, so
on.
Ideas. For example, an entrepreneur encourages the general
public to invest in his business ideas.
An event during a festival or gatherings likes exhibitions,
ceremonies, rallies, etc.
2.12.4 Increases sales
Advertising spark an interest of advertised products and services in
the masses. Interest creates demand in the market. The growing
demand soon results in higher sales. Eventually, the advertiser
fulfills his main goal of investing in an advertisement. However, to
continue with such a growth in sales, the advertiser or merchant
must also maintain a good price-quality ratio along with regularly
running his ad campaigns.
2.12.5 Maximizes profit
Advertising helps in increasing sales and control the cost borne by
the advertiser. It helps to widen the gap between his sales and
incurred cost. With maximizing sales and lowering cost, the profit of
an advertiser grows. Thus, it aids in maximizing the profit of its
advertiser.
2.12.6 Consumer awareness
Advertising creates awareness by informing consumers.
Awareness: It creates awareness among consumers about the
availability of any particular product or service in the market. It
42. 36
attempts to convey them why an advertised product or service is
better than other alternatives currently available in the market.
Information: It informs a consumer, mainly about; various feature
benefits, price and use of an advertised product or service. It also
gives information about the brand name or trademark used the
address of a manufacturer or a service provider, and other relevant
details to the consumer.
2.12.7 Educate the society
Advertising has a remarkable ability to reach masses and educate
the society. Therefore, many Governments and even Non-
Governmental Organizations (NGO) often take help of
advertisements to reach and educate people on important social
issues.
Creative ads released in the public interest teach people about:
Family planning,
AIDS awareness,
Saving water and electricity,
Giving children compulsory education,
Providing a right kind of nutrition to the mother and her new-
born infant,
Abolishing child labor, etc.
2.12.8 Is Art, Science, and Profession
Advertising is all; art, science, and a profession.
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Art - because it needs creative skills.
Science - because it depends on systematic and scientific
planning.
Profession - because it's a work of professional agencies
who follow certain business ethics or a code of conduct.
2.12.9 Demands creativity
Advertising is impossible without creative thinking. In other words,
creativity is the essence (main ingredient or soul) of it.
For an advertisement to be successful, it must have some core
aspects or fundamental characteristics in it.
The five must of an advertisement (ad)
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Creative
Original
Not a copied one,
Artistic
Attractive or appealing to large masses.
Professional AD agencies must hire people with creative minds to
make advertisements original and appealing to people. For this,
experts who think ‘Out of the box’ and bring newer concepts, catchy
jingles, and display innovative presentation skills must be selected.
2.12.10 Element of a marketing mix
Advertising is an element of a marketing mix. It supports sales
promotion. In today's competitive world, it is getting difficult to sell
something. Consumers now-a-days are more cautious and better
aware of things they buy and use. They don't easily break their
loyalty towards their favorite goods or services unless and until
45. 39
something new allure them in unique way and compel them to give
it a try.
2.12.11 Target oriented
Advertising is target-oriented in nature. In general, target oriented
means to pay close attention to or keep one's focus only on a
particular thing at a given time. In the context of advertising, it
means to focus on (i.e. target), or deliver attention towards, purely
on a particular group or class of consumers. Advertising is effective
only if it is focused or target-oriented.
2.12.12 Persuasion for results
Advertising uses persuasion to make people act in a desired
direction.
It pursues people to:
Purchase (buy) products
Subscribe a service
Invest in ideas
Attend events
The persuasion works in the following six stages:
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1. Give a creative and compelling presentation of a principal
message.
2. Grasp people's attention, repeat exposure and stimulate their
senses for a quicker recognition.
3. Give comprehension on the value (importance) of the message.
4. Gain acceptance (belief) of the message.
5. Make a possible encounter and easy identification (retention).
6. Change people's behavior and let them act (give result) as
expected.
2.12.13 Monitor demand and supply
Advertising, if done repetitively, helps in generating higher demand
in the market for advertised products and services. The rising
demand must get fulfilled with an equivalent amount of supply of
products and efficient delivery of services. Proper care must be
taken to monitor the demand and supply function so that none of
the demand remains unfulfilled.
If supply is not at par with the increasing demand, then the market
may soon lose confidence and demand's downfall may take place. If
47. 41
this happens, the sale will also fall, and the money spent on
advertising won't get recovered. Eventually, this may lead to losses.
Thus, when advertising results in higher demands, an appropriate
supply must be ready to compensate it. The demand and supply
function must be well monitored to check that such compensation is
proper.
2.12.14 Builds brand's image
Advertising creates goodwill and helps in building a brand's image
in the market. Repeated advertisements make branded products
and services very popular. People tend to show a more trustworthy
attitude towards advertised brands over non-advertised ones. Well-
known branded products are usually made from quality raw
materials and hence are preferred by most consumers. As a result,
the demand for branded products increases. The rise in popularity
and building of trust gradually helps to increase the value of the
brand name. Eventually, this boosts sales of branded products and
services. It also popularizes the reputation of that entity who owns
these brands.
2.12.15 Generates employment
Advertising agencies are constantly in search of newer creative
ideas to cope with the rising demands from their clients
(advertisers). Each ad assignment (project) requires a high-level of
mental labor. There are deadlines within which projects must be
completed and submitted. Furthermore, the concept of an ad must
be also welcomed (approved) by the advertiser. Overall, this creates
a demand of creative people and thus opens new employment
opportunities in the field of advertising.
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It provides employment to deserving candidates who are creative
thinkers, directors, cinematographers, artists, models, graphic
designers, sales representatives and managers.
2.13 COMPETITORS
Many companies spend a lot of time focusing on similar companies
in their industry - ignoring alternatives in other industries. This is a
waste of time, effort and resource. It is also likely to result in the
alternatives stealing market share from the company.
Part of any competitor intelligence system should be a process for
monitoring major competitors and the overall competitive
environment. The decision on who is a major competitor should be
based on who competes for your customers.
Until news surfaces that there is a move up-market, the focus needs
to be on those companies that are actively competing. Other
companies fall into a category of potential competitors. It is essential
to watch them to see what their long term plans are. But their day-
to-day activity is less important.
A lot of competitor research focuses on the competitor - ignoring
why customers choose competitors. Understand the customers and
why they buy from you, and you can keep them happy, continually
satisfying their needs. Fail to satisfy these, and they will seek out an
alternative - your competitors. Ultimately, it is the customer's values
who decide who your competitor is, not us. If the customer values
another company's products more than yours, then that company is
a competitor.
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2.13.1 ENG’s COMPETITOR S
Walnut Communications was started in 2008 as an Agency to
pursue the fields of Advertising, Digital – Web and Time Lapse
Photography. Walnut was established to bring together Design,
Technology and Advertising.
Their efforts over the past 3 years have given them the opportunity
to provide their services to some reputed brands both locally and
internationally thus exposing themselves to a variety of challenges.
Each project has provided them with a unique opportunity to
challenge them and push the boundaries of Creative Thinking. Their
unique approach to projects allows them to exceed expectations
they set for themselves as an Advertising Agency. In less than 3
years, they have over 50 satisfied clients and counting.
Their portfolio is spread across various genres, right from Industrial
to FMCG, from stationery branding to television commercials, no
challenge is too small thus no challenge is too big. Limiting has
never been a strong point at Walnut Communications and therefore
each project has given them the chance to learn, grow and apply
new methods & ideology.
They don’t believe in being the biggest but in being the best.
They believe in listening to their clients and help them communicate
their brand better. Walnut communications believe that marketing
communication is a science of connecting a brand with its target
consumer. A brand needs to have a clear position, defined value
system and distinct personality traits before the creative process
starts. No hidden agendas, no hidden costs, just an up front and
honest approach to our work with the flexibility, creative spirit and
response time designed to create powerful advertising campaigns
and branding solutions that reach the hearts and minds of the
consumers our clients need to influence.
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They believe that marketing communication is a science of
connecting a brand with its target consumer. A brand needs to have
a clear position, defined value system and distinct personality traits
before the creative process starts. If an advertising message does
not catch consumer attention, its gross wastage of marketing is
dollars.
To them, Graphic Design is so much more than the use of graphic
elements and text to communicate an idea or concept. And they
immerse themselves in graphic obsession for one reason, and one
reason only, to make its clients look good.
Brand is the image of the product or service in the market. Its more
than just the client’s logo, tag line, website or brochure - it’s all those
things as one and doing them all the right way. They can help by
creating a branding strategy that will present a professional,
consistent and entertaining image that will attract loyal customers
who want to experience whatever the client has to offer.
Their services include:
Strategic Ad Campaigns
Print Commercials
Corporate & Retail Branding
Logo Design and Development
Corporate Stationeries
Royal Outdoor Advertising owns different locations in Dubai,
Sharjah, Ras Al Khaimah, Fujairah Ajman and Al Ain as well as other
locations within UAE. Their strategy is to provide a total, integrated
and comprehensive solution to the advertising agency and the
consumer.
51. 45
Outdoor Advertising has been also known as the “Third space”
which is the time people spends Out-of-Home and Out-of-Office.
Previously it was dead time a time to get from A to B as quickly as
possible. With the advent of phone and connectivity,
it has become a much more active space allowing the consumers to
engage with the advertiser on the go.
Outdoor advertising is the fastest growing traditional medium in the
UAE, with advertising on billboards, Bridge banners,
Lampposts, flags being the number one.
The company provides a wide range of services to their clients.
The company services include:
Outdoor Media
Uni poles
Lampposts
Mini poles
Roof Tops
Flags
Bridge Banners
Wall Banners
Side Hoardings
52. 46
CHAPTER 3 - HUMAN RESOURCES DEVELOPMENT
3.1 PROCESSES IN HUMAN RESOURCE MANAGEMENT
The HR Management is about managing the development and the
performance of employees employed in the organization. Many
organizations say that employees are their most valuable assets.
Each organization works towards the realization of one vision. The
same is achieved by formulation of certain strategies and execution
of the same, which is done by the HR department. At the base of this
strategy formulation lie various processes and the effectiveness of
the former lies in the meticulous design of these processes.
The following are the various HR processes:
Human resource planning (Recruitment, Selecting, Hiring,
Training, Induction, Orientation, Evaluation, Promotion and
Layoff).
Employee remuneration and Benefits Administration
Performance Management.
Employee Relations.
The efficient designing of these processes apart from other things
depends upon the degree of correspondence of each of these. This
means that each process is subservient to other.
3.1.1 Human Resource Planning
Generally, we consider Human Resource Planning as the process of
people forecasting. It also involves the processes of Evaluation,
Promotion and Layoff.
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Recruitment - It aims at attracting applicants that match a certain
Job criteria.
Selection -The next level of filtration. Aims at short listing
candidates who are the nearest match in terms qualifications,
expertise and potential for a certain job.
Hiring - Deciding upon the final candidate who gets the job.
Training and Development: Those processes that work on an
employee onboard for his skills and abilities upgradation.
3.1.2 Employee Remuneration and Benefits Administration
The process involves deciding upon salaries and wages, Incentives,
Fringe Benefits and Perquisites etc. Money is the prime motivator in
any job and therefore the importance of this process. Performing
employees seek raises, better salaries and bonuses.
3.1.3 Performance Management
It is meant to help the organization train, motivate and reward
workers. It is also meant to ensure that the organizational goals are
met with efficiency. The process not only includes the employees
but can also be for a department, product and service or customer
process; all towards enhancing or adding value to them.
Nowadays there is an automated performance management system
(PMS) that carries all the information to help managers evaluate the
performance of the employees and assess them accordingly on their
training and development needs.
3.1.4 Employee Relations
Employee retention is a nuisance with organizations especially in
industries that are hugely competitive in nature. Though there are
54. 48
myriad factors that motivate an individual to stick to or leave an
organization, but certainly few are under our control.
Employee relations include Labor Law and Relations, Working
Environment, Employee health and safety, Employee- Employee
conflict management, Employee- Employee Conflict Management,
Quality of Work Life, Workers Compensation, Employee Wellness
and assistance programs, Counseling for occupational stress. All
these are critical to employee retention apart from the money which
is only a hygiene factor.
All processes are integral to the survival and success of HR
strategies and no single process can work in isolation; there has to
be a high level of conformity and cohesiveness between the same.
3.2 STEPS IN HUMAN RESOURCES PLANNING PROCESS
3.2.1 Analyzing Organizational Objectives
The objective to be achieved in future in various fields such as
production, marketing, finance, expansion and sales gives the idea
about the work to be done in the organization.
3.2.2 Inventory of Present Human Resources
From the updated human resource information storage system, the
current number of employees, their capacity, performance and
potential can be analyzed. To fill the various job requirements, the
internal sources (i.e., employees from within the organization) and
external sources (i.e., candidates from various placement agencies)
can be estimated.
55. 49
3.2.3 Forecasting Demand and Supply of Human Resource
The human resources required at different positions according to
their job profile are to be estimated. The available internal and
external sources to fulfill those requirements are also measured.
There should be proper matching of job description and job
specification of one particular work, and the profile of the person
should be suitable to it.
3.2.4 Estimating Manpower Gaps
Comparison of human resource demand and human resource supply
will provide with the surplus or deficit of human resource. Deficit
represents the number of people to be employed, whereas surplus
represents termination. Extensive use of proper training and
development programme can be done to upgrade the skills of
employees.
3.2.5 Formulating the Human Resource Action Plan
The human resource plan depends on whether there is deficit or
surplus in the organization. Accordingly, the plan may be finalized
either for new recruitment, training, interdepartmental transfer in
case of deficit of termination, or voluntary retirement schemes and
redeployment in case of surplus.
3.2.6 Monitoring, Control and Feedback
It mainly involves implementation of the human resource action
plan. Human resources are allocated according to the requirements,
and inventories are updated over a period. The plan is monitored
strictly to identify the deficiencies and remove it. Comparison
between the human resource plan and its actual implementation is
done to ensure the appropriate action and the availability of the
required number of employees for various jobs.
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CHAPTER 4 – CONCLUSION
Determining what should be considered new advertising is
problematic because today’s advertising phenomena parallel
existing and established precedents. It is necessary to look at
underlying forces behind advertising creation and consumption. In
the traditional media environment, consumers and advertisers had
conflicting interests. These underlying tensions take form and are
manifested by the technological innovations. Technology enables
both advertisers and consumers to achieve their respective goals.
Advertisers began to shift strategies from mass advertising to
catering to consumer desires. This fundamental shift to advertising
serving as entertainment through digital media technologies is
characterized as advertainment. The nature and characteristics of
advertainment contribute to various effects on society.
Amateur forms of advertising, including consumer-generated
advertising and fan culture, are forms of advertainment that have
consequences for both consumers and producers. It appears as if
consumers are becoming more creative, but this is not the case.
Instead, market and technological forces facilitate this creation by
providing cheap and easy-to-use platforms to create and host
content. Furthermore, these forces are causing consumers to
become more extrinsically motivated to create content. Companies
are constrained by the forces of social norms, technology, and
market. One consequence for companies is that they are more
dependent on the consumer because consumers trust professional
advertisements less than word of mouth advertising, so they need to
explore alternate forms of advertising to connect with consumer’s
social norms. In addition, consumer-generated advertising and fan
culture provide cheap labor, meaningful viewing, and free publicity
57. 51
for companies, further increasing advertiser dependence on
consumers.
The business model for advertising is shifting from a mass
marketing strategy to a market segmentation strategy in which
consumers are broken down into segments with similar
demographics. This results in advertainment ads that are more
relevant and enjoyable to their targets. Advertisers are able to
familiarize themselves with these consumer segments and their
preferences due to new technological affordances such as click
stream monitoring, polls, surveys, etc. Further, other technological
advancements, such as the two way interface of the internet and the
lack of supply constraints online, allow advertisers to rely on a pull
strategy of marketing in which customers actively search for ads
that interest them. Blogs, videos, etc. allow consumers to create
hype about what they like or do not like. This feedback mechanism
also informs advertisers of what tactics consumers favorably
embraced. This feedback process is furthered in that it has become a
social norm for consumers to be vocal about their preferences
online. Since such user comments not only to alert advertisers to
their opinions of advertainment, but also alerts other potential
customers, advertisers have even more incentive to please
consumers. Since consumers are unable to escape advertising, they
have embraced it on their own terms: they have demanded the
power to dictate what they want to see in ads (i.e. advertainment).
The overarching change resulting from the pull model and
advertainment is that ads are no longer merely about the product
they are advertising, rather, they become about the consumers
themselves, focusing on their satisfaction. This may have an
effect on products in that if a company has to spend less time
promoting the actual products (i.e. they are free from the constraint
of keeping ads product-related), they can devote more time to
58. 52
developing their products, ultimately increasing consumer
satisfaction.
We aimed to analyze the impact of new forms of advertising on
current society. We determined that technology is causing an arms
race between consumers and advertisers. Furthermore, we
determined that amateur-generated advertising and fan culture
provides opportunities to change creative motivations, which leads
to an increasing dependence on the consumer to create content for
the advertiser. Lastly, we determined that technology caused
consumers to have more power to dictate what ads they wanted to
see, thus forcing advertisers to change their advertising strategies
and business models.
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CHAPTER 5 – BIBLOGRAPHY
Journals:
International Journal of Research in Marketing and advertising
Other Sources
http://www.marketing-
intelligence.co.uk/help/Tips/tip00q1.htm
http://www.royaloutdooradv.com/page4.php?view=thumbnai
lList&category=10&image=43
http://www.walnut.ae/
http://engworldwide.com/
http://advertising.about.com/od/advertisingprojects/a/Differ
ent-Types-Of-Advertising-Methods.htm
http://accountlearning.blogspot.ae/2013/01/human-
resource-planning-process-or.html
https://www.entrepreneur.com/article/77408
