• Cyberian's Gold

    Total Marks 5
    Starting Date Wednesday, January 22, 2020
    Closing Date Tuesday, January 28, 2020
    Status Open
    Question Title Advertising & Integrated Marketing Communication (IMC)
    Question Description

    Advertising & Promotion (MKT621) Fall, 2019

    Graded Discussion Board No. 1

    Due Date: January 28, 2020.

    Total Marks: 05 Marks

    Weightage: 03

    Topic: “Advertising & Integrated Marketing Communication (IMC)”

    NOTE: There is no grace period in case of GDB

    Learning objectives:

    The core objective of this activity is to acquaint students with different tools of promotional mix that could benefit a newly born organization in spreading its advertising message and grabbing attention of target market.

    Learning Outcomes:

    After attempting this GDB, students will be capable enough in terms of selecting promotional mix tools that could help them in reaching their target audience efficiently and productively.


    In the last few years IT based services have deeply penetrated their roots in Pakistan. Talking very specifically about online taxi services Careem and Uber, they have brought a 360 degree change in the mode of commutation. In Pakistan, previously people had an option of traveling via local busses, taxis and auto rickshaws. But these online taxi service companies have raised the standard as well as comfort level of travelers by introducing cars, auto rickshaws, and motor bikes as a mode of commutation that can be operated through online mobile application. Passengers can book their rides anytime and the desired vehicle will arrive within a couple of minutes at their doorstep; means no hassle to rush towards main bus stops to ride on.


    In the last few months a new mode of commutation has been introduced by two internationally renowned companies; Swvl and Airlift. Founded by a Pakistani in 2019, Airlift is currently operating in Karachi and Lahore. The owner has utilized Toyota Hiace and Coasters and converted them into public vans. These vans are operated through online mobile application and give pickup and drop-off to the passengers from and till dedicated bus stops. In order to book a ride, passenger has to use mobile application and upon successful booking the passenger receive boarding pass as confirmation through email which is supposed to be shown to the van driver before riding on. The mobile application of Airlift is little tricky for the beginners as compare to the mobile apps of Uber and Careem that are way user friendly. Airlift commutes through different routes of the city and each van carries passengers that have similar routes. All the vans are in good condition and have comfortable sitting arrangements. Airlift is offering a very pocket friendly and very economical traveling fair i-e Rs.50 maximum for travelling till the desired destination. Founded in 2017, Swvl is an Egyptian based bus transportation network company and has also started its operation in parallel with Airlift in Pakistan. Both the companies are operating in the similar capacities and are the major competitors of each other. As far as its advertising and promotion of Airlift is concerned, the owner has just on aired an animated ad on social media and that’s it. No media campaign is run over other medium of communication, this is the reason why until now majority of the people are still unaware about its operations and even existence.

    Point of discussion:

    After reading the above scenario, do you think that a simple animated Ad on social media would serve the purpose for Airlift in near future or it would require a blend of some operational changes and usage of different promotional mix tools to gain maximum exposure and compete with Swvl? Discuss with the help of logical arguments.

    Marking Scheme:

    The total marks of this GDB are 05; give any 5 logical arguments to support your answer, each argument carries 1 mark. Avoid irrelevant text/material while answering the question.

    Student’s Guide:

    Keep your discussion with the mentioned scenario and irrelevant answers and material will not be graded. 
    Do not copy/paste the text/paragraphs from the reference links.
    Be careful from those blogs who are promoting cheating culture among our students and killing their creativity and critical thinking. Answers copied from such blogs will be straightaway marked as zero. Similarly any relevant or irrelevant material copied from internet sources will get the same treatment. It can seriously damage your grades.


    For acquiring the relevant knowledge, do not rely only on handouts but also watch the course video lectures and read additional material available online or in any other mode.

    Important Instructions:

    Your discussion must be based on logical facts.
    The GDB will open and close on above specified date and time. Please note that no grace day or extra time will be given for posting comments on GDB.
    Use the font style “Times New Roman” and font size “12”.
    Your answer should be relevant to the topic i.e. clear and concise.
    Do not copy or exchange your answer with other students. Two identical / copied comments will be marked Zero (0) and may damage your grade in the course.
    Books, websites and other reading material may be consulted before posting your comments; but copying or reproducing the text from books, websites and other reading materials is strictly prohibited. Such comments will be marked as Zero (0) even if you provide references.
    You should post your answer on the Graded Discussion Board (GDB), not on the Moderated Discussion Board (MDB). Both will run parallel to each other during the time specified above. Therefore, due care will be needed.
    Obnoxious or ignoble answer should be strictly avoided.
    You cannot participate in the discussion after the due date via email.
    Questions / queries related to the content of the GDB, which may be posted by the students on MDB or via e-mail, will not be replied till the due date of GDB is over.
    For planning your semester activities in an organized manner, you are advised to view schedule of upcoming Assignments, Quizzes and GDBs in the overview tab of the course website on VU-LMS.

    Note related to load shedding: Please be proactive

    Dear students,

    As you know that Post Mid-Term semester activities have started and load shedding problem is also prevailing in our country. Keeping in view the fact, you all are advised to post your activities as early as possible without waiting for the due date. For your convenience; activity schedule has already been uploaded on VULMS for the current semester, therefore no excuse will be entertained after due date of assignments, quizzes or GDBs.

    “Good Luck”

  • Cyberian's Gold

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