Question

‘Swadisht', an online food delivery platform, has been in business for the last ten months. It is now planning to launch its advertising campaign ‘Bhook Lage Toh Swadisht Khao'. The campaign aims to inform and improve its brand image as a household, friendly and trustworthy service. This advertising campaign is for working professionals who often struggle with time constraints for cooking at home and also for teenagers who love ‘Swadisht' food.

Identify and state any two rules considered by ‘Swadisht' online food delivery platform, while planning to launch its advertising activity.

Hint:

To remember the four rules of advertising, use the acronym ATMC: Aim (Why?) $\quad | \quad$ Target (Who?) $\quad | \quad$ Media (How?) $\quad | \quad$ Competitors (Others?) Clearly defining your Aim and Target is the first step toward launching a successful marketing campaign.

Answer 1

Step 1: Identifying the Rules of Advertising Planning:
According to the entrepreneurship curriculum, businesses must evaluate four fundamental rules before planning or booking any form of advertising: (1) Aim, (2) Target, (3) Media, and (4) Competitors. Based on the Swadisht scenario, the two rules clearly considered are Aim and Target.

Step 2: Detailing Rule 1 -- Aim (Purpose):
The "Aim" represents the primary purpose of the advertising campaign.

• Application: The text states that Swadisht's campaign aims *“to inform and improve its brand image as a household, friendly and trustworthy service.”*
• Explanation: The company has established a clear objective—focusing on brand-building and customer trust rather than simply promoting short-term sales discounts.

Step 3: Detailing Rule 2 -- Target (Audience):
The "Target" represents the specific consumer segment the business wants to reach and influence.

• Application: The text states that the campaign is designed *“for working professionals who often struggle with time constraints for cooking at home and also for teenagers who love Swadisht food.”*
• Explanation: Swadisht has identified two distinct target audiences, allowing them to tailor their advertising message and choose the most effective communication channels to reach those groups.