Raghad Shafi

  

 

Advertising Communication

  

Jeddah College of Advertising

University of Business and Technology 

“Be not afraid of life, believe that life is worth

living, and your belief will help create the fact”

William James

Table of Contents

Resume

Biography

Business Card

Project 1: Modern Marketing Communication IMC Campaign

Project 2: Advertising Management 2 Pasta Delizia Concept

Project 3: Media Buying and Planning 2 Media Plan

Project 4: Research and Evaluation 2 Celebrity Effectiveness

Resume Raghad Shafi

Al-marwah Dist. Jeddah / +966566066416 / Raghadshafi@gmail.comObjectives:Seeking an internship in a well-known organization that will utilize my knowledge and allow me to grow.Education:Jeddah, Saudi Arabia (spring 2016)Bachelor degree on Advertising Communication, Jeddah College of Advertising Experience:Worked as PR representative at Hand Crafts Charity from 2012 to 2014 (part time).Worked as promoter at DDB and brand commandos Company from 2010 to 2012.Qclato Chocolate (2012- present) Managing social media accountsMaking phone calls for inquiring purposes.Communication Skills:Arabic and English.Computer proficiency (Microsoft Office). Cubase audio software.Volunteering work:Two months of volunteering work at Jeddah flood disaster.Organizing the first Saudi Media Informative conference at “Hayat Park”.

BiographyHello there, Basically you’re reading my biography, which means either you’re free to read the whole thing, or you’re on a rush and interested to work with me. Well, I’ll make it simple for you; I’ve struggled in my life for 4 years to figure out what my passion is and where. No, I don’t regret that, yes I wish I’m younger right now. I hate it when people keep saying about my major; “Are you really studying what makes us change the channel, or go to the toilet!!” Oh My God! Some people are really rude. Yes advertising is my major, my passion, my world, and I LOVE watching ads all the time. Whenever I’m free I open the TV on ads. I look for some, I analyze some, and I share some because I’m a good communicator, leader, and logical person. However, although my mother raised me to be a discerning, independent and rational person, sometimes I go crazy to satisfy an inner feeling in my personality. BTW, my name is Raghad Shafi and I’m an advertising communication graduate, ugh I made it.

Business Card:

Project: McDonald’s IMC Campaign in France

Class: Modern Marketing Communication

Instructor: Mrs. Reine Houssami

Semester: Fall 2015

Raghad Shafi

Aljouhara Alrasheed

Sara Abaalkhail

We were assigned in this project to collect a good example of an IMC campaign.In this campaign McDonald’s have created an Emojis for shy people in order to get them comfortable going out to the store by showing them the support with a city that is full of Emojis instead of people.

BETC France• BETC is an international advertising agency

that started from Paris, France 17 years ago.

• Their goal is “to be seriously surprising everyday... And that’s a lot of work”

• Now they have over 750 employees three times more than when they started, and the agency is spread over 6 cities and growing.

• Clients: Canal+, Ibis, MCM, Peugeot, McDonald’s, Lacoste, Evian, and Air France.

Pictogram (Emotion City)

“Come As You Are” campaign whether you are happy, sad, stressed or excited, you are always welcome at McDonald’s. (Message)

• The campaign launched in March 2015 in France.

• Pictogram/trendy/ Focuses on emotions.

• The French market.

IMC Campaign • Digital Posters:https://www.youtube.com/watch?v=7MclW0Srs8ghttp://www.shutterstock.com/video/clip-10019957-stock-footage-paris-france-may-mcdonald-s-updates-its-famously-minimalist-ads-in-france-to-include.html?src=rel/10019951:0/3p

• Print Magazine:

• Posters:

• OnlineWebsitehttps://www.mcdonalds.fr

Facebook:

• OnlineYouTube

Twitter

• Public Relations:

• Advertising Idea (Involve):• McDonald’s France partnered with French fashion retailer

Colette in launching an exclusive product line of T-shirts, scarves, tote bags, iPhone cases.

Project: Pasta Delizia Identity

Class: Advertising Management 2

Instructor: Dr. Abdullah Banakhr

Semester: Fall 2014

Raghad Shafi

Hana Merdad

Sura Albehairi

Ruba Khayat

We were assigned in this project to make several adjustments in the brand identity to fit into the Saudi market from an international point of view.

Pasta Delizia is a fast gourmet restaurant that is going to be established in Al-Riyadh city, Saudi Arabia. They needed to find the required acceptance in the Saudi market.

Introduction

Criticism of Pasta Delizia Project:

1- Taking a big risk by

✤ Rebranding the whole brand.

✤ Creating a big campaign.

✤ No guarantees of succeeding.

✤ Risky concept mistakes that prevented our campaign from succeeding.

ExplanationThe client has a totally different background and culture and is afraid from investing in a risk-full campaign for the opening, specially in a very different country with different background and culture.

Example

Criticism of Pasta Delizia Project:2- The Client’s BudgetBeing too creative for a new brand can harm the brand image rather than building a strong one.

Also it can exceed their budget, for, creativity might not have limits sometimes.

Example

Strengths

✤ The publishing idea is new in the market.

✤ Using Parody technique to grab attention.

✤ Using the saudi appearance in our media plan.

✤ Focusing on our target audience interests and make it our main idea.

✤ Using social media as our main communication way because of its strength nowadays.

Weaknesses

✤ Risky campaign.

✤ Risky concept.

✤ People might not adjust to the campaign idea.

✤ Some might dislike the parody or the messy idea.

✤ Lack of brand awareness

Opportunities

✤ Reaching the younger generation by the parody campaign.

✤ Expanding market share.

✤ More profit by less advertising cost.

✤ Healthy and organic fast food.

Threats✤ Well known competitors.✤ Competitors have similar products.✤ Competitors have launched advertising

campaign.✤ Competitor opening shop nearby.

SWOT Analysis:

Project: The Voice Media Plan

Class: Media Buying and Planning 2

Instructor: Mr. Bandar Momenah

Semester: Fall 2015

Raghad Shafi

Get 18 to 35 years old males and females

To watch The Voice

By reaching them through printed Media

The Voice Target Audience: Primary:• Age: Between 20 and 35.• Gender: Both males and females.• Income: low, middle, and high income.• Nationality: Saudis and expats.• Geographic: Saudi Arabia.• Life style: music lovers.

Secondary:• Age: 35 and above.• Gender: Bothe males and females.

Competitors Media Used: Okaz and Al-Sharq Al-Awsat (KSA) Newspapers:

MBC half page e.g. at Al-Madinah Newspaper:

Suggested Media Plan for the First Weekend:

Title Size Position Frequency

Okaz ½ Page Horizontal

Inside Page 2

Al-Riyadh ½ Page Horizontal

Inside Page 2

Al-Hayat (KSA) ½ Page Horizontal

Inside Page 2

Al-Watan ½ Page Horizontal

Inside Page 2

Al-Yaum ½ Page Horizontal

Inside Page 2

Sayidaty Full Page Inside Page 1

Suggested Media Plan for the Second and Third Weekends:

Title Size Position Frequency

Okaz ¼ Page Inside Page 4

Al-Madinah ¼ Page Inside Page 4

Al-Riyadh ¼ Page Inside Page 4

Al-Hayat (KSA)

¼ Page Inside Page 2

Al-Yaum ¼ Page Inside Page 4

Al-Watan ¼ Page Inside Page 2

Sayidaty Full Page Inside Page 1

Reasons for The Chosen Titles and Sizes:1. The chosen titles were based on the geographical targeting

segment that covers the whole KSA regions. 2. The sizes recommendations are bigger in the first week to grab

more attention and smaller the second week to remind people about the show date and time.

3. The Western region were targeted by more titles due to the population size.

Media Plan:

Grand Total: 714, 568 SR.

Project: Celebrity Endoresment

Class: Research and Evaluation 2

Instructor: Ms. Deema Sonbol

Semester: Spring 2014

Raghad Shafi

Hana Merdad

Mariam Mobi

Rehaf Al-Haidari

We were assigned in this research to conduct information from the Saudi market to analyze the consumer behaviors and preferences. The research covered different prospective such as; ad effectiveness, celebrity endorsement, and brand equity. However, focusing on Nespresso George Clooney’s campaign what else, as an example of celebrity endorsement.

Based on mixed method approach, this research has proven that Nespresso must take in mind that customers are aware of the raising competition which led to better quality and more convenient prices. Therefore, the brand must have variety in their advertisement to differentiate themselves from other brands, which will make them unique, special, and enable them to reach a higher market share. Therefore, would make them the superior in the market and make them the market leader company between the coffee brands.