This is an Integrated Marketing Communications plan around terrorism in Lebanon. Naja Faysal has worked on it closely with other people as part of another senior project presented for the NDU advertising committee.

1. ADM 490
Senior Study Project
“Terrorism in Lebanon”
Presented To
Mr. Kamal Darouni
January 2, 2006

2. Table of Contents:
1. Executive Summary
2. Mission Statement
1. Situation Analysis
i. Current Users
ii. Target Market Profile
iii. Competitor Analysis
4. SWOT Analysis
5. The Big Positioning
6. Campaign Objectives and Strategies
7. Marketing Objectives and Strategies
8. Advertising Media
i. Media Objectives
ii. Media Strategies
iii. Media Schedule
iv. Rationale
9. Advertising Creative
i. Creative Brief
ii. Creative Rationale
iii. Creative Executions
iv. Pretest survey
10. Sales Promotion
i. Objectives
ii. Strategies
iii. Execution
iv. Rationale
11. Public Relations
i. Objectives
ii. Publics
iii. Strategies
iv. Rationale
12. Posttest Survey
13. Direct Marketing
i. Objectives
ii. Target Markets
iii. Strategies
iv. Rationale
14. IMC Plan
15. Budgeting
16. Campaign Evaluation Plan

3. 1.Executive Summary: Terrorist acts have taken over many countries in the Middle East
exceeding those with foreign military occupation such as Iraq and Palestine. After the
September11 attacks on The USA, the world is now astound by terrorism that have shook
great countries such as England, Spain and more recently France. Since the assassination
of former Prime Minister Rafic Hariri, Lebanon became a constant victim of this
phenomenon: it witnessed a series of terrorist acts targeting civil areas in cities, and
political personalities and media personnel. In return, this has pushed the Lebanese
government and specifically the Directorate General of the Internal Security forces to
take actions for Lebanese citizens. An advertising campaign had to be launched to make
the people aware of the proper precautions against such acts. After research has been
done, we discovered that the way Lebanese dealt with similar situations in the past
differed from today’s attitudes. A full campaign including TV commercial, radio,
magazines, and newspapers had to be launched in a campaign period of one year.
Precautions have been taken so that the tourism sector will not be affected. PR events
were also included. A website is also set for the purpose of measuring the impact of our
campaign and to provide continuity for it.
2.Mission Statement: Our mission is to satisfy our society's demand for security by
providing the Lebanese citizens with the know-how to deal with terrorist acts.
3.Situation Analysis: •Lebanese people had to become completely aware about the
current situation, because it has taken its toll on the Lebanese society.
As “terrorism” means the use of force or threats to demoralize, intimidate and subjugate
especially as a political weapon, the continuous horror of bombings that Lebanon has
witnessed created a fear in Lebanon: “to return back to the three-decade Lebanese war

4. era.”
As the temper of terrorism and political conflicts arise in the Middle East, Lebanon is
now in the heart of such disastrous situations, for it has been shook by a series of terrorist
acts after the assassination of former Prime Minister Rafic Al Hariri. Further terrorist acts
such as bombings of cars and buildings followed this occurrence. Syria is the most
accused of the ongoing saga of political assassinations, which included other political
figures such as Marwan Hmadeh, Georges Hawi, Elias El-Murr, and journalists such as
Samir Kassir, and May Chidiac. Lately, with the assassination of Gebran Twaini after a
near two months sense of relief from terrorist acts, the overall sense of instability and
insecurity have taken over the minds of the Lebanese again. The UN Security Council
member’s close up look on the Lebanese situation is represented through the UN probe
into the assassination of Rafik Hariri. Internal resolutions included assigning new chiefs
of security. Here is the overall situation analysis in a mapping style including the
International and the internal approaches considered towards solving this phenomenon.
Terrorism
International Problem Internal Conflict
USA Europe Arab Countries Pro-Syrian Anti-Syrian
8th of March 14th of March
Solutions: Solutions:
UN Security Council Investigations: Changing the Security Forces Chiefs
Detlev Mehlis Report Reappointing new chiefs
Result: Terrorist Acts still resume
i. Current Users: The target audience is the young generation who are the heartbeat

5. of our country. They are the ones who carried the yell for Independence in March 14.
ii. Target Market Profile:
University Students (boys and girls)
Age bracket 18-22yrs who usually:
• Like sport competitions and activities
• Depend financially on their parents
•Tend always to be different and to stand out from the crowd
•Go out to their favorite places, which are pubs, downtown area, crazy nights and
music concerts
•Hang out especially during the weekend, to dance, drink and unwind.
• Are mainly American and European trends followers in their fashion, look, taste in
music, and they tend to consume international brands.
•They care for the name and the notoriety of the brand.
Secondary Target Audience
Young People
Age bracket 23-28yrs who are:
•Lebanese youngsters, mainly those living in Beirut
•Freshly graduated, looking for a job or newly employed in different fields
•Fashion addicts, they care for their look, image and car brand
•Like to be in the trendiest places in town “to see and be seen”
•Tend to hang out every night in restaurants, pubs, nightclubs, and movies, in order to
escape from the daily stress, unwind, mingle, and have fun

6. iii. Competitor Analysis: The Middle East and the Arab world in general are caught in
the claws of social and democratic pressures towards change. The Lebanese people are
depending on changes in the political application of security policies in hope for
downsizing terrorism. The most famous blocks against fighting terrorism in Lebanon are:
Proterrorism: which is defined by the phenomenon of
advocating terrorism by giving
it an active or a passive support. The following factors contribute for terrorism:
• Τhe Pro-Syrian Regime: which is characterized by symbols of the authoritarian
Syrian presence in Lebanon, which was officially sponsored by the Syrian
intelligence practices before its militant departure from Lebanon. By this we
mean, MP’s in the government and other political figures, which arrived at their
political seats with the help of the Syrian intelligence. The Baath Party and Al-
Quawmi El-Souri consider Lebanon as part of greater Syria, and refuse the fact of
Lebanon having its Independence.
• The Israelites: who are considered as rivals for the Lebanese progress. They
attacked Lebanon and destroyed it back in the war period. They are placed as
secondary suspects after Syria. They want Israel and not Lebanon to become the
key of the Middle East and the link between the West and the East.
• Internal political conflicts: A third suspect could be Internal hands, which want to
put down conflicts by threatening other political strategic gatherings and making
use of the world accusing the primary suspect, Syria.
• Armed presence of groups other than the Lebanese army: Iranian-based resistance
activists, Hizballah or the Palestinian refugees in Southern camps are reasons for

7. foreign-armed assaults.
4.SWOT Analysis:
Strengths:
•Strong global public point of view and support from western countries like France, the
USA, and England
•Protests by Lebanese citizens against assaults
•The widespread media coverage of the protests against terrorist attacks
•The strong will of citizens to change the current reality
•The anti-terrorism sentiments by Lebanese demonstrators
•Awareness and the security patrol by the Lebanese army and the Internal Security forces
Weaknesses:
•Lack of cooperation between the government and citizens for attacking this problem
•
•Terrorism-fighting tools are limited
•Distribution of terrorist sympathizers and supporters
•Weak law enforcements concerning safety measures and illegal cars
•Mistrust or lack of credibility in Lebanese Internal security forces
• Internal conflicts between parliamentary representatives and political parties,
which weakens the effort towards fighting terrorism
• The Lebanese security system is being criticized by parliamentary figures
Opportunities:

8. •More roadblocks to check on possible terrorist movements and capture illegal and stolen
cars
•Sealing the borders with Syria with more spread of Lebanese army there
•The democratic reforms in neighboring countries of the Middle East
•Security forces should be present night and day also
•Precautions taken by citizens
•Employing new investigative methods for stopping terrorist plans ahead of time
•Wiretapping on telephones
•Organizing citizen parking control in which every citizen in a building should know the
regular cars that park in their parking space
•Applying tougher laws against susceptible cars which may be stolen for terrorist
activities
•Establishing a special unit from the police called "counter terrorism forces" whose role
is to: start a series of raids throughout the country, to dismantle any sophisticated network
that support the terrorist bombings
•Closing the borders between Lebanon and Syria
•Heavy privatization program aiming to restructure the finances of the country
•Establishing antiterrorism laws, which specifically criminalize committing a terrorist
act, or even plotting it, and impose a prison sentence up to 20 years, like the laws present
in Belgium
•Assigning police officers, detectives, and special agents nationwide to monitor
threatening countries like Syria for potential terrorist plots
•Cooperating and exchanging information gathered from foreign governments and

9. foreign intelligence sources
•Marginalizing terrorist groups by implementing democracy in once dictatorship ruled
countries such as Iraq and Syria.
Threats:
• Financial risk for the country if terrorist acts resume
• Tension with Israel in the south, threats of an American attack in the region and
its repercussions on Lebanon.
• Fear of American presence in Lebanon will activate Jihadist actions in their place
of positioning
• Establishing links with Al-Qaeda based terrorist organization
• Setting up secret terrorist training camps in nearby countries
• Possible suicide bombings
• Radicalization of young Muslims
• A rapidly expanding and homegrown terrorist threat
• Connections created to individuals and groups that provide support to terrorist
operations in other countries
• The rising hatred and vengeance spirit shared between Lebanon and Syria, which
is making the divide grow deeper between them
• The remaining of the authoritarian pro-Syrian regime in Lebanon: Syrian
intelligence still exists
• The open borders with Syria allowing material support to terrorists in Lebanon
• Cars are being stolen and booby-trapped and placed for targeted assassinations
• Operating networks that recruit fighters for the insurgency in Iraq and possibly

10. Lebanon
• The illegal entry and residence in Lebanon for Syrians
• The possession of illegal weapons and criminal association with terrorist
enterprises and pro-Syrian intelligence
• The presence of weapons with Palestinian refugees
• Country risk and regional uncertainty
•
• The militia presence of the armed Iranian-based political party Houzballah
5. The Big Positioning: To Lebanese citizens who do not believe enough in the ability of
our Internal Security Forces to change our situation in Lebanon in facing terrorist acts,
and think that there are better efforts to be done for this case, we are the ones who are
calling everyone to join hands for putting a limit for terrorism, because together we can
achieve more and defeat terrorism.
5.Campaign Objectives:
Be recognizable
To enhance the image of Internal security forces
Create a sense of loyalty for citizens to Security forces
To announce that terrorist act is a very serious problem we should all solve
Create an emotional bond with our target audience
Establish that our campaign stands for anti-terrorism

11. Stand out versus other propagandas such as pro-terrorism acts shown in news
Create awareness of terrorism’s possible damages
Instigate motivation leading to action
Maximize the reach among our target
Campaign Strategies:
•Activate the partnership between the Government and the citizens
•Use the commanding slogan fight terrorism
•Promote our website: www.peace4life.com
•Share pain of war that Lebanese have passed through
•Hammering campaign the follow it with a reminder campaign
•Adopt a continuous and regular presence
•Use tears as an emotional trigger
•Select the appropriate media that fits the image:
•More selective use of the existing numerous media
•Greater use of targeted media
6.Marketing Objectives:
•Stop the decline of the tourism sector.
•Win more investment businesses.
•Climb the ladder of International standing
Marketing Strategies:
•Promote safety in a tourism campaign.
•Promote fair and low taxation policies, labor skills, safety environment, and political

12. stability.
•Adopt a new brand strategy
8.Advertising Media
i. Media Objectives:
•Acquire top of mind awareness
•Inform the target about all precautions to be taken
•Increase efficiency of media used
•To announce the launching of a website about terrorism
•Build the image and enhance “www.peace4life.com”
•Maximize reach among the target
ii. Media Strategies:
•Heavy presence in order to create maximum noise
•Ensure PR presence and direct mailings
•Select the appropriate media that fits the image
•Adopt a creative execution
•Ensure press coverage to inform about new services in the opening
iii. Media Schedule
Our media Plan’s objective is to establish a high awareness on Lebanon especially
that no TV commercial has ever passed on TV as plain TV commercial. We have
selected media vehicles that are heavily targeted to the market of 18+ audiences.
We shall launch 2 bursts
First Burst:

13. The launching phase from first of January 2006 till end of March 2006
Second Burst:
It is a complementary campaign (Follow up campaign): August-September
NB: Media Plan and Media Budget: Refer to the graph bound with the project.
iv. Media Rationale
TELEVISION: (used in 1st burst)
Used for our TVC that will be aired in the first 3 Months of the year because television:
•
Higher and more immediate coverage of any target versus other media
• Proven brand-building medium - creates “stature”
• Sound + vision
• Limited niche targeting opportunities
• Editorial relevance limited
• Relatively downmarket /down age
• Limited product explanation possible
• Visual appeal: It has the ability to grab attention and create appeal through the
combination of pictures, sound, and motion.
MAGAZINES (Used in 1st burst and second burst)
•High target audience affinity
•Editorial relevance

14. •More detailed product explanation possible
•Very discreet targeting possible
•Low reach
•Sustain /support rather than launch
•Slow cover build
•Long lead times
NEWSPAPERS (Used in 1st Burst)
•Medium reach/fast build
• Relative segmentation (quality, mid and low)
• High target audience affinity
• Announce/inform rather than brand
• More detailed product explanation possible
• Short lead times/flexible
• Creative media possibilities high
RADIO (1st and 2nd Burst)
• High cover / high frequency
• Out-of home opportunity (drivers)
• Variety of editorial formats (Music form, news)
• Creatively flexible
• Inform rather than brand (promotions, sales)

15. • Close to the purchase point
• Low cost support medium (visual transfer from TV?)
• High repetition = irritation
OOH (1st and 2nd Burst)
•Mass Media
•High reach
•High Frequency
•Geographic flexibility
•High production values.
•Low Attention levels
•Expensive
•Short Timing
•Low Editorial Relevance
•Impactful with simple messages
•Differing site quality
Our Primary Target Audience:
•Read social magazines
•Listen to English Hit stations
•Regular out goers especially in the evening (billboards)
•Addicted to the net
•Always use mobile and are interested in SMS messages

16. Our secondary target audience
•Read Magazines
•Observe Billboards
•Receive Direct Mailings and enjoy catchy and creative presents
•Listen to light music Stations
•Subscribe in some Magazines and might connect to the Internet
•Might watch TV in the morning
9.Advertising Creative
As an aspect of social responsibility, our campaign is public service advertising. The idea
for our campaign was formed in order to create a fundamental reshaping of behaviors and
social attitudes towards terrorism. Some terrorist acts are being accepted just because the
victim was someone undesired or an enemy. Now, our campaign want to turn that attitude
around- to make young adults primarily and older adults secondarily refuse any act of
terrorism no matter what its motives are.
Raison D’etre of this Brief:
We need to come up with a campaign about “Anti-Terrorism”.
Following the crisis happening in Lebanon through a series of bombings and
assassinations of reporters and politicians, the Lebanese society urgently needs a
campaign to reject these terrorist activities and to inform Lebanese citizens about the
danger of these activities on humanity and on peaceful life.
Due to the critical situation that makes Lebanon under attack, the government wants the
people to contribute and help in protecting the public security. Moreover, the media is not
doing campaigns telling people what to do and when and how. The media concentration

17. is to cover the terrorist acts and analyzing the situation behind the act. That’s why Anti-
Terrorism organizations want to launch two-way campaign:
1- Is to make the citizens a part of the police system where they can effectively
contribute in public security.
2- Is to justify the first campaign by emotional and sensational advertising evoking
patriotism feeling defending our liberation and our unity
We can hope to:
•Witness positive perception of the security system in the country
• Support military movements on the ground
• Build a two way relation between the security forces and the population
• Establish an easy, fast, and interactive network between security forces and the
population by using hotlines and other means of communication between them,
where they can receive information that may help in preventing terrorism or
helping in investigations
• Instigate Immediate response of the population when they sense an act of
terrorism is due to occur
• Deal with the situation as an emergency, and evoke patriotism as the only way out
of this situation
• And most of all we hope to witness a new era of security that protects the citizens
and the personnel of the country
Who is the consumer?
The consumers are actually all the Lebanese citizens.
The first target will be the young people. The youth are the power of change and they are

18. those who can easily be motivated to inherit the police role and be part of the system.
They are angry about the assassinations and want change, so they can easily be
influenced by emotional audio/visuals of past terrorist activities. They can easily be
targeted and mostly they are the future of the country, this campaign will evoke their
patriotic feeling and attachment to the country.
The second target will be the older segment of the young generation, who know that the
only way out is to help the government in the construction of its security.
What the consumer thinks and does now?
The Lebanese people now are afraid. They don’t know their future. They feel that nothing
have changed after the withdrawal of Syrian forces; in contrast they feel that the safety of
themselves and their leaders is in danger of other terrorist acts. They also continue to
suffer from the economical situation. Lebanese now are afraid more than ever from
terrorism; the first time they feel it near them not just on the News. On a national scale,
we witness a general hopelessness and lack of trust in tomorrow. This is why we should
hang on to any beam of hope we can find. Our campaign has a very clear aim: safety of
the Lebanese people, reporters, and politicians from terrorism through a strategic plan
from the government and through the contribution of the Lebanese people in helping to
reestablish the security of the country.
What is the single MOST important thing to say?
Help us to fight terrorism
As a result, how will the consumer think and do in the future?
This campaign should tell the Lebanese people that Lebanon now is under attack and this
critical situation requires all Lebanese to be responsible in protecting their country from

19. destruction. We want them to be united, democratic, and helpful in preventing terrorism
and the investigations. We also want them to build their political decisions for the sake of
Lebanon and only Lebanon without sectarianism and discrimination among each other.
We want them to be united in fighting against terrorism in Lebanon.
Tone and Manner
Informative and sensational
Executional Mandatories
ATL requirements (+ sizes)
• Press ad
• Outdoor: 4*3; 14*4
• Radio announcement
• TVC
BTL requirements (+ sizes)
• Banners
• Seminars
• Conferences
• University events
• Building an informative website
Languages…
• English and Arabic
TVC Rationale: We wanted to show images that reflect on everything the political
situation of Lebanon has led us to. In a kind of documentary, we shall run slides of
inatructions given by the Ministry of Interior to the citizens to follow in order to

20. cooperate in the fight against terrorism. More of the TVC is explained in the Creative
brief.
Print Ad 1 Rationale “Defeat Terrorism”: In this ad, we wanted to say to our target
that terrorism is threatening the world, and mankind. The symbolic imagery is used to
express the fear intimidated by terrorism. The bomb is terrorism. We chose to apply the
duotone mode in our use of colors with the stress on the black color and white colors,
with more stress on the black and white colors, with more stress on the black to express
the mourning of the assassinations that Lebanon has witnessed due to terrorist acts.
Print ad2 Rationale” Before time runs out: The baby is crying as he is threatened by a
time bomb. From this ad, we incite our audience to see how terrifying and deadly
terrorism is. In this way, we are inviting them to action so that they fight terrorism before
time runs out and innocent people die. The Duotone effect is also applied to make the
viewers concentrate on the message and not on the details of our visuals.
Print Ad3 Rational “Wipe away my tears”: We hope that terrorist acts will stop one
day because it is not only hurting our present but also our future. When we say that, we
mean to express our thought that: “The children of today are the promise of tomorrow.”
We hope that terrorism will not threaten the lives of our children, so we are all be united
to care for and about children, so that no child will have to live in the darkness of
terrorism.
Radio Ad:
Is there a war for a good?
There is a goodwill war.
Is there a peace bomb?

21. Bombs can make you pieces
Is there an innocent crime?
Some crimes are justifiable.
Is killing innocent people justifiable?
Sometimes a kill is for a good cause
For a good cause, can I kill you?
What?!!!!!!
You never win, when a soul is in a coffin
Defeat terrorism, enter www.Peace4life.com
TVC STORYBOARD

23. Print Ad 1:

24. Ad2

25. Print Ad 3:
v. Pretest survey: Before setting our campaign to start, we shall use stimulated test
marketing. We want to ask 30 to 40 qualified clients to answer the questions on our
familiarity and our preferences. We shall invite students aged between 18 and 24 to look
at our TV commercial and print ads, including where it requires to be changed. We have
reasons to believe that our ads suit 90 % the objectives of the campaign, but few
adjustments had to be made taking into consideration the sample’s remarks and the
survey results, we suggest the following:

26. •Re-shoot the print ad using a background for the bombed baby
•Put more dynamic in the visuals: the baby has to be in motion
and create an atmosphere with the baby
•The visuals reflect the concept: the babies have the adequate expression according to
the situations.
•The situations presented are motionless…the visuals of the baby is static and should be
more alive, more dynamic.
•The babies have to be in situation, in action….That’s why we should avoid empty
background)
10. Sales Promotion
i. Objectives:
• Recruitment of new believers in the need for fighting terrorism
• Offering continuation for our campaign
• Create an emotional bond between our target and our website
• Strengthen the relationship between the brand and our target
ii. Strategies:
• Give out goody bags
• Offer promotional items on www.peace4life.com
• Assure the presence of the attention grabber
• Sell t-shirts, stress balls, etc… which fit the situation that the Lebanese are living

27. iii. Execution:

29. iv. Rationale: Promoting the dream by convincing our target that terrorism is the most
serious problem in Lebanon and fighting it needs all our nation’s efforts to be regrouped.
We want to go in depth in the minds of our target by making the issue of terrorism
viewed and thought-of everyday through T-shirts, caps, etc… The goody bags contained
leaflets on all the TV ad slides, suitable for our target , promotional items…

30. 11. Public Relations Objectives:
•Impacting the Lebanese society.
•Creating an International echo
•Producing wide word of mouth spread
•Re-establishing credibility for the government
•Revolutionizing against current terrorist acts
Public Relations Strategies:
•Creating a "peace4life" concert
•Inviting hereabout all embassy representatives in Lebanon
• Promoting event for university students
•Using the “Defeat Terrorism” headline in our events
•Insert press releases to inform about new services in website
•Ensure press coverage in our events
•Bargain for articles in political magazines
• To organize a conference followed by a cocktail under the name of “peace4life”
• Brochure to be distributed with the folder of the congress
•
iii. Publics:
• Opinion leaders
• University students
• University professors
iv. Public Relations Rationale:

31. We must not only reach out to citizens through inclusion and protection, but also to
empower them with the knowledge that a world of peace, equity, tolerance, security and
freedom depends on ensuring that terrorist acts should be excluded.
12. IMC Plan
• Maximization of synergies through message
• Consistency and Interactivity between external and internal communication tools.
. 2 Phases: Launch, and Follow-up
• Launching Campaign: Focus on new take-off
Launch: One to One Contact with target:
Personal letter
Follow-up: Direct Marketing Campaign
Press Relations
Event Marketing
Press Campaign
Informative Brochure
Objective:
To be always present in people’s mind and to inform them about all “peace4life” news
Tools:
• Documentary about “peace4life” and its offers
• Media :
• Informative articles in specialized sections of magazines
• Sponsoring of Radio and TV specialized programs

32. • Press campaign
• Development of Customer Relationship Program & Tools
• Interactive web site
11. Direct Marketing
i. Objectives:
• To induce trial purchase
• Meet with organizer’s expectations
• Produce a response rate over 10%
• Build the brand image
• Inform customers about promotional events by www.peace 4life.com
• Spread word of mouth about www.peace 4life.com products.
ii. Target Market:
• University students
• Surfers on the net
• www.peace 4life.com frequent visitors
iii. Strategies:
•Informative CD’s:
To be sent to our target audience in order to encourage them to register as visitors
in our website
•Invitation Cards:
To be sent to our target audience so that we can introduce our conference
•Initiate personal contact with the target
-Go along with one to one advertising “personalized”

33. - Impressing the target with personalized gifts on special occasion
- Golden membership card for regular clients
- SMS new services to our customers (data base)
Mechanism:
Mechanism
• Cocktail including a welcoming address, lighting projection, and entertainment
Distribution of terrorism campaign brochure which includes our TVC
• Press and TV coverage
• Direct Marketing Drive (personalized letter for opinion leaders and responsible of
political parties in universities + e invitation card for the conference on how to
enter the grassroots solution towards terrorism)
• Distribution of brochures and sales promotion item
iv. Rationale: WE used direct marketing so that we deliver to our target out ideas in
person-to-person format. The message we deliver shall be motivational in order to
encourage our target to visit our website: ”www.peace4life .com”. We shall sent e-mails
for key personnel to invite them to our concert, conference, etc…SMS are to induce a
reaction in our target’s mind. For example: “Your life is in stake, defeat terrorism before
time runs out, visit: www.peace4life.com.
Production of ads: A meeting should be set up between production house
(casting agency), advertising agency, and client.
On the pre-production meeting you agree on casting of talent and choosing the
appropriate location (indoor or outdoor).
The second meeting should schedule the following:
• At what time does the shooting start?

34. • What dresses to prepare?
• Who are the final cast of production?
• What are the location specifics?
• Go through the details of shooting:
• Day 1: Taking attendance at 7:30
• Day 2: Setting up for the shoot:
• Day 3 etc…
• 1st shot: where should it take place
• What is the scenario of the first shot?
• Setting up for the second shot.
• On every shot taken during the production of the TVC, a photographer
should take a still picture of the shot.
• The photos are then sent to the agency.
• The agency puts it on a CD.
• The agency sends it to the client for approval.
• The client sees the layout and approves.
• Then the still layout is sent of the magazine.
• A post-production meeting is then scheduled. After that the client
approves on colour, editing, and voice over. Then the ad is sent to media
for airing.
For the print ads:
• First, research to decide whether to go for the production house (TV) or

35. we choose to buy rushes.
• We bring a photographer or we use stock photo galleries.
14. Post-Tests: A group of students viewed the ads and found out that the campaign is
acceptable and up to the associated goals. After applying recall research, which is a
technique used to judge the effectiveness of an ad by testing the respondent’s ability to
remember it or any of its specifics, the campaign proved to be effective.
After launching the campaign, we should measure the level of application of anti-
terrorism acts in order to see the level of satisfaction or dissatisfaction cause our job does
not end when the campaign is over. We should monitor post launching satisfaction of our
product idea of anti terrorism, and post launching actions. We should measure the
viewer’s satisfaction by setting a small interview with them. Then scale the level of
performance/expectations of the campaign. These feelings influence whether the
customer shall be receptive to our campaign again and talks favorably or unfavorably
about it to others.
•After performing this little survey over20 targeted viewers, we can define the trends,
likes and dislikes over this new concept for fighting terrorism.
•100 % of the questioned persons found this campaign very convincing and loyal to our
concept of Anti-terrorism.
•92% of the questioned sample understood the messages intended through this campaign,
as resistance, seriousness of problem and the need to cooperate with the government
•85% of the questioned university student s preferred the crying girl visual and the time
bomb ad
•They found that the human presence presents the threatening of terrorism on us. They

36. found the messages are straight to the point rather more than the corporate ad which
featured the globe and not Lebanon for example.
•80 % found the TVC very informative and benefitial.
Getting the Campaign Approved:
A meeting with the client should be scheduled after approving the following steps:
After doing these steps, we should seek the final approval of the client so he can judge
whether the campaign is acceptable and it meets the company's goals.
After the management is satisfied,
15. Campaign Evaluation: To finally evaluate the campaign a final interpretation
should be done by comparing the visitor's to our Anti-terrorism site before launching the
campaign and after it. A questionnaire could be set up to find the viewpoints of people to
the PR campaign conducted by our agency.
Before heading off with our campaign, we should conduct concept testing and creative
testing.
During the campaign, we should measure activated interactive advertisements, number of
people visiting the agency, number of ticket sales, number of visitors to our conference,
Internet visitors to our website, feedback responses in our exhibitions.
After the release of our advertising campaign, we should apply user surveys, and analyze
the results of the evaluations of the testing during the campaign.We have reasons to
believe that the set objectives were reached, according to several criterias:

37. Objective:
The objective of our Evaluation Plan is to assess the success of our plan to increase
awareness of “peace4life” and stress the anti-terrorism benefits.
Strategy:
To measure sales volume of” “peace4life”:
Tactics: -Compare sales volume of “peace4life” prior to advertisements and one year
after the advertisements first appear
·
·
To· measure increased awareness of “peace4life”
Tactics: -Conduct a random sample survey of“peace4life” visitors measure increased
awareness of the terrorism
·Tactics: -Look at the impact of “peace4life” sponsored events by knowing the number
of clicks of “peace4life”” by comparing clicks before and after the events.
-Conduct a survey as people are entering and leaving the events to see if their awareness
of “peace4life” has changed
·
·
To· measure increased awareness of “peace4life”.
Tactics: -Conduct focus groups on awareness one month before advertising for
“peace4life”” begins and one year after the ads first appear
To measure increased awareness of “peace4life” ·advertisements

38. Tactics: -Conduct focus groups to test unaided recall “peace4life” of advertisements and
the information presented in the ads
-Conduct one-on-one interviews with randomly selected “peace4life” consumers to test
unaided recall
·
·
To· measure audience attitude towards the “peace4life” brand
·Tactics: -Conduct focus groups and one-on-one interviews
-Conduct a survey as people are entering and leaving the events to see how their attitudes
towards “peace4life” have changed
To measure change in audience attitude towards “peace4life” advertisements
• Attendance for our concert:
These results can help us determine the rate of response for the PSA oriented events,
which are rather limited in this country
The concert:
• The Launch will be the talk of the town thanks to the media coverage, it’s important to
keep up the pace and act before the wave is over
• This kind of event showed it’s efficiency in covering the whole target
• The event created a “peaceful” mood that could later be associated to anti-
terrorism

39. References
•"Terrorists in Europe find base in Belgium" ,Herald tribune: Monday October 10,2005
•Darouni Kamal, Advertising and Marketing Communications in the Middle East, Notre
Dame University-Louaize, Printed in Beirut –Lebanon 2nd edition 2002
•Arab Ad, August2oo5 issue