Instructions: This is your internet based test. It has a weight of 10% of your final mark. You are allowed to consult resources such as books, newspapers, magazines and the internet. But, you are not allowed to share questions and answers with each other. The exam covers basic questions but may also ask you questions unrelated to marketing. Thank you very much!
RED
MARKETING BLOG
My favorite ad! With the essentials of marketing, the 4 Ps :)
The price is not stated in the advertisement. But I believe their main purpose for the advertisement is not to tell the price of the tickets upfront. And instead, I believe that Jetstar wants buyers who are buying air tickets to contact them to know the price.
Promotion
Jetstar is having a promotion called “The Jetstar Price Beat Guarantee” which states that if one is able to find a lower internet fare for the same route for a comparable fare and time, call Jetstar to order for the air ticket and they will beat it by 10% which actually means they will give the buyer a discount of 10% on top of the lower internet fare which is found on the internet.
Place
This advertisement has been aired on the television channels of Singapore. I believe that the reason for doing so it to target people but not just the general public but women living in Singapore to travel.
Why women? If you noticed in the advertisement, most of the characters used in the advertisement are all women and I believe that Jetstar Asia is trying to attract women in Singapore to call Jetstar Asia to find out more about the cheap flights prices and at the same time encouraging them to travel overseas.
Organisational Culture
I believe the organizational culture is a friendly culture as that is what I felt after watching the advertisement. The reason being so is because all the characters in the advertisement are smiling and also, Joanne Peh which is one of the actresses in Singapore is shown on the advertisement that she is enjoying herself and she does not look like she is working but instead having fun and enjoying.
Also, I noticed some of the Jetstar Asia staff who are in the advertisement are also participating in the advertisement for example some of the ladies who are wearing Jetstar Asia’s uniform saying “10%” so I believe that Jetstar Asia wants to show that everyone working in Jetstar Asia is part of the Jetstar Asia’s ‘family’.
BCG (Business Portfolio Analysis)
I analysed the JetStar Asia flights and it is a star soon as Jetstar’s flight sales are still the its biggest source of revenue and at the end of March 31, 2008, Jetstar Asia had an increase of 20% in the number of passengers carried a passenger load factor of over 75% and an increase of 4% over the previous year. (Information source is from Wikipedia)
Price: The price of the Coca-Cola is not stated in the ad but it's normally about a dollar
Place: The places where Coca-Cola can be found are usually places like the vending machine, supermarkets, beverages stall, etc.
Promotion: This ad is promoting Coca-Cola by showing that it is a drink that even the insects species are attracted to. In this ad, the insects work together to "steal" the coke, bring it away, open it, pour it into leaves that look like cups and share it among everyone. towards the end of the ad, you see two of the insects bringing their cups together like a form of celebration and the slogan "open happiness". from these, you can probably infer that the advertisers are trying to relate teamwork, joy, celebration and happiness to the drink. as a consumer, not only is the ad creative and out of the box, its uniqueness also leaves an impression on the consumer.
Place Not Stated. But the environment is a pub, named GreenSpace. The color of Heineken.
Promotion Heineken connects people from varies ages. Either an adult or elderly. No matter are you a working adult or a chef, Heineken is the universal language. The popping of ears represent the opening of Heineken bottles.
Product: The product for this commercial by an award-winning director is neither a good nor a service. It is a message brought from the Ministry of Community Development, Youth and Sports for people to start cherishing their loved ones. It also implicitly showed that a mixed-racial marriage does end up happy, which could be seen from the Indian woman who still missed her Chinese husband so much when he passed away. Mixed-race marriages are traditionally frowned upon by the Singaporean society and it is only lately that people started to choose a spouse of a different race. The commercial also encouraged friends of many different races, as can be seen from the funeral attendees who were Indian, Malay, Chinese, Peranakan etc.
Price: As the commercial does not promote a good or service, there is no price involved here.
Promotion: The commercial was aired frequently and sometimes during television primetime slots. This enabled a large audience to watch and grasp the meaning behind it. The success of the ad was set when people started uploading it on video streaming site Youtube, to share this internationally. Therefore the audience of the commercial is now not just based in Singapore, but also globally. The ad is also rather long, around 3 minutes, but it captured people’s attention so people will still watch it.
Place: MCYS is a Singapore ministry and messages are easily disseminated to the public through ads, commercials and the internet.
Cheryl - 10 January
Shumin - 15 January
Chuan Yu - 3 February
Jonathan - 24 February
Grace - 2 March
Alison - 31 March
Adeline - 20 April
Halena - 23 April
Julinda - 9 May
Sheryl - 29 May
Billy - 31 May
Amanda - 4 October
Bernice - 22 July
Francine - 30 July
Bryan - 31 July
Matthew - 31 July
Joshua - 15 August
Janell - 21 August
Sin Yee - 6 September
Ronny - 14 September
Shine - 15 October
Marcus - 5th November
Pei Qing - 10 December
Sheena - 27 December
Apple - 14 February
Cheng Xi - 21 October
Cynthia
Eugene
Glenn - 2 January
Glory - 29 October
Istiana
Juo Wi - 2 Febuary
Justine
Kay Yong
Mabel
Matthew - 31 July
Melissa
Prasana
Shaun
Shawnald - 11 June
Sing Yee
Thye Leng
Wei Ling
Yee Hong
Zhi Qiang
April 2008 past