BSB

6101

Advertising
Creative Brief
Created for Bahrain Business Incubator
Center (BBIC)

Prepared by: Amal Darwish ID: 201101509

Tutor: Mr. Tarek J. Abu-Asi
Class: 1
Due date: 3rd April 2014
BSB 6101: Integrated Marketing Communications

Amal Darwish 201101509

BSB 6101 Assessment 1

Contents
1.0-Executive-summary .................................................................................................3
2.0-Target-Market-&-Customer-Profile .......................................................................4
3.0-Advertising-Objectives-&-Message ...........................................................................5
3.1-Advertisements-Objectives ...................................................................................5
3.2-Advertisements-Message-(appendix-6.1-to-6.8) ......................................................6
4.0-Supporting-Rational ................................................................................................7
4.1-The-common-elements-between-most-of-the-advertisements ....................................7
4.2-Lampposts-and-online-newspaper-advertisements ...................................................7
4.3-Seminars,-posters-and-gift-items ...........................................................................8
4.4-The-flyer ............................................................................................................8
4.5-Placing the advertisements ....................................................................................9
4.6-Advertiement-Colours ..........................................................................................9
4.7-Radio-advertisement ............................................................................................9
4.8-Advertisement-General-Concept............................................................................9
5.0-Budget Allocation ................................................................................................. 10
6.0-Advertising-Schedule-&-Service-Checklist .............................................................. 15
6.1-Action-plan ....................................................................................................... 15
6.2-Service-checklist-(appendix-14) ........................................................................... 17
7.0-References ........................................................................................................... 18
8.0-Appendices .......................................................................................................... 19

Page 2 of 36

Amal Darwish 201101509

BSB 6101 Assessment 1

1.0-Executive-summary
Based on in-depth analysis-and-research, the target-market of this brief is mainly
Bahrainis in their twenties, workers-and-university-students. To capture these
audiences, seven media-channels are recommended; flyers, lampposts, radio, onlinenewspaper, seminars, posters and gift-items. Furthermore, the key-strategy of this
brief was to focus on-suitable design and -location for the advertisements. First, the
design has an eye-catching twist which is replacing the-characters' head with lamps to
represent the innovative-target-market. Regarding the media; questionnaire-1 showed
that the target-market spend considerable time in malls; mainly City-Center and Seefmall. Hence, 2,700-flyers will be distributed in them throughout the year, and 360
lampposts will take place in the streets that lead to these malls, as-well-as Manama
streets near workplaces to reach-the-worker-target-market. Moreover, the radioadvertisement stimulates emotions; the depression of being regular-employee and theconcerns-of-unemployment, to prove the benefits of self-employment. It will be
played in-two Bahraini FM-channels for three-months to capture the audience in
wide-scale. Meanwhile, the target-market prefers to read online-newspaper; hence anadvertisement will be put in Al-Wasat and Al-Ayam which are the most preferredonline-newspapers for the target-market, according-to-questionnaire-1. Besides,
seminars will be conducted in three universities1 to reach university-students. Theseminars topics will motivate students to become self-employed. Moreover, they will
be promoted using attractive-posters placed where student prefer to sit in; libraries,lobbies-and-cafeterias, as questionnaire-1 revealed. Finally, students will be given
gift-items after each seminar2 to remind them with the seminar-content which
enriches the brand-awareness. Eventually, the brief will cost a-total of-59,222BD
which will be spent professionally among the previous-activities throughout the-year.

University of Bahrain, Bahrain Polytechnic, Bahrain Training Institution

Pens, notebooks and key-rings
Page 3 of 36

Amal Darwish 201101509

BSB 6101 Assessment 1

2.0-Target-Market-&-Customer-Profile

Customer-insight
The questionnaire revealed that 70% of audience view themselves as innovators.
Whiles, 63% believe they are calculated risk-takers. Moreover, 90% of those aged
from 20-to-24 spend the most-time at university, whilst 77% of those aged from 25to-29 spend most of their times at work. Besides, 65% of customers of the entire-agegroup spend the rest of their times in malls (mostly-City-Centre and Seef-mall) after
university or work. Also, 55% prefer visual form of information, while 30% prefer it
auditory, and only 15% prefer reading text to perceive information 3. Additionally,
67% prefer online-newspapers rather than the printed ones. Moreover, 55% of them
wish to be both employees and business-owners and 95% said if they had the
resources available, they would start a business. Therefore, it is concluded that the
financial-level is the key barrier for them to start a business. Finally, they mostly want
independence, uniqueness, high-social-status, and multiple-financial-resources in their
future4 (questionnaires-2).

3
4

Which is why the advertisement activities focus on visuals, audit, then written advertisements
These future qualities were the most frequent options that target market selected in the questionnaire

Page 4 of 36

Amal Darwish 201101509

BSB 6101 Assessment 1

3.0-Advertising-Objectives-&-Message
3.1-Advertisements-Objectives5
Grab customer's attention
Lampposts6-(appendix-17.1)
Create-curiosity
Spread brand-awareness
Create brand awareness
Online-newspaperadvertisements-(appendixInform about BBIC services (by sending the
17.2)
clicker directly to the BBIC website)
Flyers-(appendix-17.3-&-17.4)) Create brand-awareness
Overcome the difficulties in explaining the
concept of entrepreneurship and incubation
Inform about BBIC's services, facilities, and
financing opportunities and declare who can get
these-services
Help to persuade audience to become selfemployed
Create brand awareness
Seminars
Demonstrate the concepts entrepreneur and
incubator
Inform about the BBIC services
Help to persuade students to become selfemployed
Motivate students to attend the seminars
Posters (appendix-17.5)
Inform about the seminars' time and location
Create awareness about the BBIC
Remind the students with the seminar content and
Gift-items
hence the brand will be kept in their minds7
Create brand-awareness
Radio-advertisement
Give a glance about BBIC services
These objectives are aligned with the corporate strategy-(appendix-5).

Overall, all the advertisements will constantly drive the customers towards the company's
website to get more information about BBIC services.
6

Note: Lampposts are used as a supporting material to the other brief activities.

The awareness would have been created previously by the seminars. Hence, gift items which
will be given after the seminars will be able to remind with the seminar's content and the
BBIC brand.
Page 5 of 36

Amal Darwish 201101509

BSB 6101 Assessment 1

3.2-Advertisements-Message-(appendix-6.1-to-6.8)
3.2.1-The-lampposts-and-online-newspaper:
"Your future can be exceptional, feel free to enlarge your dreams because BBIC can
help you to start a-successful business and fulfil these dreams".
3.2.2-Flyers:
Page-1: "use BBIC services to start your own business and become self-employed and
therefore achieve your dreams".
Page-2: the paragraphs under the following questions have these messages:

3.2.3-Radio advertisements:
"The BBIC understands your sufferings as employee or unemployed, or your
concerns about unemployment after graduation, and can help you stop them by
providing everything you need to establish a-successful business".
3.2.4-The-posters:
"Attend the seminar that will change your career-perspective to the best"
3.2.4-Slogan-"if-you-can-think-it-we-can-make-it":
It appears in all of the advertisement to communicate this message: "BBIC can
execute any business idea; you only need to have one."
3.2.5-seminars
"BBIC can help you develop your career-path; dont worry about employment-aftergraduation because you can become self-employed"

Page 6 of 36

Amal Darwish 201101509

BSB 6101 Assessment 1

4.0-Supporting-Rational
The-target-market: According to Mr. Abdullah Qudrat, Senior-Relationship-Officerat-the-BBIC, the majority of BBIC current customers are Bahrainis in thirties.
Therefore, this brief targets younger-customers (20 to 29) to attract new customer
range and increase the BBIC customer's pool. Furthermore, those aged less-than 20
are not targeted because 65% of them stated in the questionnaire that even if they had
the resources available, they would not opened their own businesses; which might be
due to their lack of independency and maturity to be in charge of a-business.
4.1-The-common-elements-between-most-of-the-advertisements
The-logo: (appendix-7)
The-slogan is based on 'play on words' appeal which is useful for this young targetmarket. Furthermore, it increases the brand-recognition and makes the target-market
understand the purpose of the-BBIC which is to turn customers business-ideas into
reality and simplify the process of starting businesses.
The-message (dream-big) is based on the adventure appeal. It makes the audiences
recall the happiness-and-excitement associated with their career-plans, ambitions and
aspirations. The message implies that they can enlarge their dreams because they can
be fulfilled by establishing a-business using BBIC-help. Consequently, the message
can grab the audience's attention and stay in their minds.
4.2-Lampposts-and-online-newspaper-advertisements
Headlines: The words (your) and (you) speak directly to customers which makes
them relate the advertisement to their personal-life. Moreover, the word (future) is
based on the emotional\personal-appeal as it calls some natural human emotions that
are associated with the future; excitement,-challenge,-happiness,-and-worries,
protection,-success8. Moreover, the headlines are in question form which is an
attention grabber. Additionally, these headlines link future with big dreams which
motivates audience to continue observing the advertisement and discover its content;
because these customers are concerned about their future and they aim for success and
status-(questionnaire-2).
Copy-print: The 'ID'9 eases the communication with the-target market because the
names are for Bahraini-people, the ages are within the target-market age and the
dreams are within their wants. Moreover, the copy-print "start-your-business, enjoyyour-life!" uses the-adventure-appeal through the excitement tone of the sentence.
Moreover, "your-business" and "your life" influence the-audiences because they make
them relate the-advertisement to their lives.
8

Most of the people expect happiness and success in their future, especially this particular
target market who are sophisticated innovators. However, thinking about the future also
evokes the feeling of worries and the need for protection because the future is full with
mysteriousness and uncertainty.
9

"The name, age, dream"

Page 7 of 36

Amal Darwish 201101509

BSB 6101 Assessment 1

Pictures: a man or women dressed formally and their heads are replaced with lamps.
This twist grabs the attention and also represents the target markets' innovativepersonality. In-particular, the lampposts advertisements once uses the picture of a man
and another for a woman, in-order-to represent, attract, and reach the entire targetmarket that is made from both genders. However, the online-newspaper advertisement has a limited space that shouldnt be overloaded with-more-than-onepicture-as it must be simple and clear, to be understood fast by the audience. So, using
the male picture was the best option because males make the largest gender in the
target-market (Bahrain-census,-2010).
4.3-Seminars,-posters-and-gift-items
The seminars only target university students-(20-24) as they will be conducted twice
during each semester in three universities; University-of-Bahrain, BahrainPolytechnic and Bahrain-Training-Institution; the most desirable universities for
Bahraini students-(questionnaire-1). Check appendix-8-for-details.
These seminars will be advertised through posters which share almost the same design
of lampposts-2&3. However, the posters uses the text "make-sure-you-attend-theseminar-that-can-change-your-career!" and "are-you-ready-for-the-two-hoursthat-will-allow-you-to-achieve-your-dreams?"; these two texts motivates the
students to attend the seminar. They speak about career which is the main thing that
university students are concerned about and it-is-also one of the things that the target
market seeks for-(questionnaire-2). The posters use scarcity appeal (limited seats) to
promote attendance. After each seminar, the students will be handed gift items
(appendix-9).
4.4-The-flyer
The concept of page-1 and especially its copy print10 implies to customers that they
can be in control of their lives by being in control of a business. Moreover, it
motivates them to use their ability in taking-risks (questionnaire-2)-to challenge the
usual which is (having a boss) to-become (their own boss). Moreover,
customers will be reminded with their need to be unique and independent. This can
grab their attention because it speaks to one of their wants. So, they will be able to
relate to the advertisement content.
Page-2 of the flyer introduces the BBIC and informs about its services using formal
language to match the advertisement serious content. However, the last paragraph
(who-can-get-our-services) uses simple language with enthusiasm tone; to:
1. Suit the target-market young age
2. Attract their attention
3. Match the message of this paragraph which is about the simplicity to obtain
BBIC services.

10

"Dont wait for a job vacancy, be your own boss!"

Page 8 of 36

Amal Darwish 201101509

BSB 6101 Assessment 1

4.5-Placing the advertisements

The location of each advertisement is crucial aspect to reach the target market. Please
check-(appendix-10).
4.6-Advertiement-Colours
The advertisement design has 2 main colours; blue and purple. Blue inspires trust,
honesty and dependability which the brief aims to communicate to make the
audiences trust the BBIC-sincerity and ability in helping them. Meanwhile, purple
implies life-quality and wealth which are the benefits of establishing a-business that
should be communicated to the-customers. Purple also inspires creativity and
innovation which are two essential-traits of the target-market (appendix-11) (Colormeanings-in-business,-n.d).
4.7-Radio-advertisement
The concept of this advertisement is to focus on the emotional\personal appeal by
evoking the concerns of unemployment and\or the depression of working for someone
else. Dramatic music is used since music appeal increase the advertisementpersuasiveness. Also, the serious-manner and tone of the speaker suits the type of
BBIC services and also shows the seriousness of the problems shown in-addition to
the-sincerity of the fact that BBIC appreciates these issues of the Bahrainicommunity. The radio-advertisement will be played in several-periods to capture-the
target-market-(appendix-12).
4.8-Advertisement-General-Concept
Check-appendix-13

Page 9 of 36

Amal Darwish 201101509

BSB 6101 Assessment 1

5.0-Budget Allocation11

11

Kindly note that some months exceeded 5,000 BD because some of the other month's
budget is not fully used; meaning that the rest of this budget will be allocated to the other
months.
Page 10 of 36

Amal Darwish 201101509

BSB 6101 Assessment 1

Page 11 of 36

Amal Darwish 201101509

BSB 6101 Assessment 1

Page 12 of 36

Amal Darwish 201101509

BSB 6101 Assessment 1

Page 13 of 36

Amal Darwish 201101509

BSB 6101 Assessment 1

Page 14 of 36

Amal Darwish 201101509

BSB 6101 Assessment 1

6.0-Advertising-Schedule-&-Service-Checklist
6.1-Action-plan12

12

The visual advertisement activities are given the priority in frequency throughout the entire
year, then auditory(radio), then written advertisements for the reason that the target market
prefer visual, audit and lastly written information (questionnaire-2)
Page 15 of 36

Amal Darwish 201101509

BSB 6101 Assessment 1

Page 16 of 36

Amal Darwish 201101509

BSB 6101 Assessment 1

6.2-Service-Checklist-(appendix-14)
Tasks
Determining the target-market using secondary and primary-resources
Setting the-advertisements-objectives-and-message
Creating the actual-advertisements designs and the radio-scenario
Fixing the total-budget of the-brief
Setting the brief-schedule (action-plan) for the entire-year
Final-material delivered from publisher
The launch of the-brief

Page 17 of 36

Amal Darwish 201101509

BSB 6101 Assessment 1

7.0-References
Al-Ayam newspaper, phone number: 17 617 777
Ali Ebrahim, Al-Wasat newspaper phone number: 17 596 999
Anonymous (n.d). Color meanings in business. Retrieved from http://www.empoweryourself-with-color-psychology.com/color-meanings-in-business.html
BBIC. (2014). Incubations program. Retrieved from
http://www.bbicbahrain.com/incubation.php
Business dictionary. (n.d). Entrepreneurship. Retrieved from
http://www.businessdictionary.com/definition/entrepreneurship.html
Central Informatics Organisation-a. (2010). Bahraini population (15 years ) by age
groups and highest educational level - census 2010. Retrieved from
http://www.cio.gov.bh/cio_ara/English/Publications/Census/Education/2_6_4.pdf
Central Informatics Organisation-b. (2010). Population (15 years ) by marital status,
age groups, nationality and sex 2010 census. Retrieved from
http://www.cio.gov.bh/cio_ara/English/Publications/Census/Marital/2.pdf
Central Informatics Organisation-c. (2010). Population by age groups, nationality and
sex - 2010 census. Retrieved from
http://www.cio.gov.bh/cio_ara/English/Publications/Census/Population/1.pdf
Central Informatics Organisation-d. (2010). Population, housing, buildings,
establishments and agriculture census. Retrieved from
http://www.cio.gov.bh/CIO_ARA/English/Publications/Census/2011%2009%2018%
20Final%20English%20Census%202010%20Summary%20%20Results%20%20Review%201.pdf
Ebrahim Ridha, I print company phone number: 77 001 188
Eyad, Bahrain radio phone number: 17 788 277
Halas karma, sales executive of bms Bahrain media W.L.L, phone number: Tel 17
585 303
Mr. Abdullah Qudrat, Senior-Relationship-Officer-at-the-BBIC, phone number 17
358 814
Patrick Aoun, General Manager, Group Plus, Mob: 3 947 7727

Page 18 of 36

Amal Darwish 201101509

BSB 6101 Assessment 1

8.0-Appendices
Appendix 1: proportion of Bahrain population by nationality

Reference: (Central Informatics Organisation-d, 2010).

Appendix 2: Bahrain population by nationality

Reference: (Central Informatics Organisation-d, 2010).

Page 19 of 36

Amal Darwish 201101509

BSB 6101 Assessment 1

Appendix 3: Bahrain Population by Age Groups, Nationality and Sex

Reference: (Central Informatics Organisation-a, 2010).

Appendix 4: Bahraini population by age groups and highest educational level

Reference: (Central Informatics Organisation-a, 2010).

Page 20 of 36

Amal Darwish 201101509

BSB 6101 Assessment 1

Appendix 5: Advertisements objectives

The objectives are aligned with the corporate strategy for several reasons. To
illustrate, creating awareness will lead to creating an image of the BBIC that will
allow the audience to view BBIC as the 'one stop shop for potential entrepreneurs
and young Bahraini business persons. The motivational statements in advertisements
will show how the BBIC believe in the creativity, capability, and the individual
potential of the Bahraini entrepreneurs. Moreover, the efforts of these advertisements
will collectively lead to persuading and encouraging the customers to become selfemployed instead of waiting for job vacancies in other businesses.
Appendix 6: the advertisement message
Appendix 6.1
Slogan

If you can think it, we can make it!

Message

Dream big!

Appendix 6.2: Lampposts

Lampposts 1
Picture

BBIC logo

Copy print

If you can think it we can make it!

www.bbicbahrain.com

Colours

Purple and blue

Lampposts 2
Headline
Picture

Copy print

What is your future plan? Dream big!

A young girl dressed in formal. The head is
replaced with a lamp.
BBIC logo
Name: Fatima
Age: 27
Dream: Borsch
Start your business enjoy your life!
Visit our website: www.bbicbahrain.com

Colours

Purple and blue

Page 21 of 36

Amal Darwish 201101509

BSB 6101 Assessment 1

Lamppost 3
Headline

How do you picture your future? Dream

big!

Picture

A young man dressed in formal style. The

head is replaced with a lamp.

Copy print

BBIC Logo
Name: Ali
Age: 22
Dream: 10,000 BD\month
Start your business enjoy your life!
www.bbicbahrain.com

Colours

Purple and blue

The most important elements that help to deliver that overall message of the
lampposts are the following:
1. The headlines message (What is your future plan? Dream big!) (How do you
picture your future? Dream big!): your future can be exceptional, feel free to
enlarge your dreams.
2. Copy print message (start your business enjoy your life): the BBIC can help
you start a successful business, make profits and hence enjoy a wealthy life.
Appendix 6.3
Flyer
Page 1
Headline
Dream Big!

Page 2
If you can think it we can make it!

Picture

BBIC logo

BBIC Logo
Tamkeen logo
BDB logo

Two Pictures of the BBIC (the building

and one of the services room)

Young man and a woman

dressed in formal style. The
heads are replaced with lamps.
The female lamp is in pink.

Copy print

Bahrain Business incubator can Who are we?

help you establish your own
business!
"Business incubation is a business
support process that accelerates the
Dont wait for a job vacancy, be successful development of start-up and
Page 22 of 36

Amal Darwish 201101509

BSB 6101 Assessment 1

your own boss!

fledgling companies by providing

entrepreneurs with an array of targeted
resources and services" (BBIC, 2014)13.
Entrepreneurship is"the ability to
organize, develop, and manage a
business along with the risks associated
with it to generate profits" (Business
Dictionary, n.d).
What do we do?
"Our main goal is to produce successful
firms that will leave the program
financially viable and freestanding. The
incubator provides the provision of
management
guidance,
technical
assistance and consulting tailored to
young growing companies. We also
provide clients access to appropriate
rental space and flexible leases, shared
basic business services and equipment,
technology support services and
assistance in obtaining the financing
necessary for company growth"(BBIC,
2014).
Who can get our services?
You only need to be Bahraini. Just
come up with a unique business idea
and show us your business plan!
No certificate required!
No age limit!

for more information:

www.bbicbahrain.com
Colours

Purple and blue

Appendix 6.4
Posters:
Poster 1
Headline
Picture

13

How do you picture your future?

A young man dressed in formal. The head
is replaced with a lamp.

The in-text citation will not be shown in the flyer.

Page 23 of 36

Amal Darwish 201101509

Copy print

BSB 6101 Assessment 1

BBIC logo
Name: Ali
Age: 22
Dream: 10,000BD\month
Where: Hall 12
When: 1st, March
What Time: 12:00 pm to 2:00 pm
Are you ready for the two hours that will
make you achieve your dreams?!
Seats are limited!
If you can think it we can make it
www.bbicbahrain.com

Colours

Purple and blue

Poster 2
Headline
Picture

Copy print

How do you picture your future?

A young woman dressed in formal. The
head is replaced with a lamp.
BBIC logo
Name: Fatima
Age: 27
Dream: Porsche
Where: Hall 12
When: 1st, March
What Time: 12:00 pm to 2:00 pm
Are you ready for the two hours that will
make you achieve your dreams?!
Seats are limited!
If you can think it we can make it
www.bbicbahrain.com

Colours

Purple and blue

Page 24 of 36

Amal Darwish 201101509

BSB 6101 Assessment 1

Appendix 6.5
Online newspaper: exactly the same design of lampposts 3
Appendix 6.6
Two Seminars
The representatives of the BBIC shall be sent twice to the three main high educational
institutions in Bahrain; university of Bahrain, Bahrain Polytechnic, and Bahrain
Training Institution. During the seminar, the representative should mainly talk about 4
subjects (what is the BBIC, What services does it provide, what is the meaning of
entrepreneur and incubator, and what are the required conditions to obtain BBIC
services). The second seminar will be about successful stories about businesses or
entrepreneurs which used BBIC services and became successful business people.
Appendix 6.7
The Gift Items
After the first seminar, pens and notebooks will be given to students. They will have
the colours, slogan, and logo of the brand. In addition, the first few pages of the
notebook with the have the same design, copy print and thus will have the same
message and objective of the flyer.
After the second seminar, key rings will be given to attending students. They will
have the brand and slogan of the BBIC.
The number of gift items given will be equal to the number of chairs in each seminar
hall. (The actual number will be shown in the budget and action plan).
Appendix 6.8
Radio scenario
Are you looking for a job? How painful is that journey?!
Are you an employee?! Do you think that you earn what you really deserve?!
Are you a student and worried about unemployment?!
This advertisement can change your life!
Bahrain business incubator is a governmental organization that helps Bahraini
innovators to start their own business; so that you dont have to be unemployed and
you dont have to be a regular employee!
We can provide you with consultation, place, money, for no profit!
Go to bbicbahrain.com
Remember, if you can think it we can make it!
Appendix 7
Logo
Tamkeen and BDB logo will also be included in the flyers. To justify, Mr. Abed Allah
Qudrat said that these two organizations provide essential support to the BBIC, and in
fact the BBIC cannot provide any of its services without their support. Moreover, the
rest of the media advertisement will only have the BBIC because the brief aims to
mainly focus the attention on the BBIC and introduce it to the audience.
Appendix 8
Seminars
Two seminars will be done in each semester of the year. The first seminar will discuss
the following topics to achieve the next objectives, as the illustration shows.

Page 25 of 36

Amal Darwish 201101509

BSB 6101 Assessment 1

The second seminar will bring some of customers, minimum 3 customers, who used
the BBIC services to start a business and ask them to speak about their experience in
dealing with the BBIC. This shall empower BBIC credibility and motivate the
students to use its services and. Eventually; the seminars can start changing the
mentalities of students from wanting regular jobs to owning businesses.
The same 2 seminars will be conducted in the first and second semesters of the year to
capture as many as possible of the students.
Appendix 9
Gift items
After the first seminar, the students will be given pens and notebooks with the brand
logo, slogan, colours and message of the BBIC. After the second seminar, students
will be handed key-rings with the logo and slogan of the BBIC. Consequently,
whenever the students use these items they will remember the seminar content and the
BBIC, which will increase the brand awareness. However, The notebook will have an
additional objective; the first two pages of the notebook will have a summary of the
seminar topics (what is the BBIC, what services does it provide, what is the
meaning of entrepreneur and incubator, and what are the required conditions to
obtain these services) plus the contact details of the BBIC. Hence, it will support
achieving the seminar objectives.
Appendix 10
Placing the advertisements
The lampposts will be placed in the streets that lead to the popular malls that the
target market selected in the questionnaire (City Center and Seef mall). Malls were
chosen because participants stated that its the place they spend most of their time in
after university or work. Moreover, lampposts will also be placed inside Manama
streets to target those aged from (25 to 29) because the questionnaire revealed that the
majority of them are employees. Hence, Manama is suitable area to target them as it is
crowded with workplaces. The lampposts are seen as effective in Bahrain because car
transportation is the main transportation system used in the country due to the small
size of it. Therefore, people are used to spend some time everyday in the street.
Hence, the lampposts will be able to capture them in daily basis. However, the
lampposts are used as a supporting media to the other medias used in this brief.
The posters will be placed in the libraries, lobbies (especially business lobbies since
they have the most business oriented students) and cafeterias of the universities
Page 26 of 36

Amal Darwish 201101509

BSB 6101 Assessment 1

because it is the area that the students stated that they spend most of their times in,
according to questionnaire-2. Consequently, the student's will be captured on the wide
scale. Consequently, the majority of the students to be acknowledged about the
seminar which will increase the seminar attendances.

Newspaper advertisement: questionnaire-1 has revealed that 70% of the target

market read the newspapers very often and they prefer online newspaper, Al-Wasat
and Al-Ayam were reported most frequently as the most popular newspapers to the
target market, according to questionnaire-1. Consequently, the newspaper ad will take
place in the side banner (or left banner) of Al-Wasat & Al-Ayam online newspaper;
this location was chosen specifically because it is an attractive\clear side of the
newspapers.
Flyers will be distributed in malls because the target-market spend most of their times
there after work or university (questionnaire-1). It will be distributed over separate
months to capture the audience in the wild scale. The flyers will be distributed during
the salaries week14 (26th to 30th) since people increase their visits to the malls in it.
Also, the flyers will also be distributed in the three universities in the libraries, lobbies
and cafeterias; the most preferred places for students (questionnaire-1)
Appendix 11
Colours
Throughout these colours customers shall feel that the BBIC is a save destination for
their precious business ideas and it is dependable and supportable for their businesses.
These colours will also help to communicate the benefits of the BBIC services that
lead to establishing a business; success and wealthy life. However, the female lump is
pink because this colour is very useful to speak to the females of the targeted audience
as it inspires nurturing and compassion (Color meanings in business, n.d).
Appendix 12
Radio
Channel
Frequency\week Time of the day
Month
Bahrain FM 15
8:00 am
May
96.5
3:00 pm
October
8:00 pm
November
Bahrain FM 10
98.4
Justification: these months are chosen because they are the usual working\studying
months for the target market. Therefore, 8:00 am is suitable because that is when most of
the workplaces\universities start. Meanwhile, 3:00 pm is when most of these end.
Additionally, 8:00 pm is likely to be the time when target market usually goes out after
work or university. Thereafter, in these specific times, the target market is likely to be
driving and listening to the radio. Also, two different channels are chosen to suit the
different preferences of target market. Consequently, customers will be captured in wide
scale.

14

Dates of time periods are written in the advertisement schedule section of the report.

Page 27 of 36

Amal Darwish 201101509

BSB 6101 Assessment 1

Appendix 13
The general concept of the advertisements
The general concept of the advertisements brief is to ease and concentrate the
communication with the target market by linking the elements of the advertisement with
their traits and characteristics, along with the BBIC and brief objectives. Moreover, the
concept of these creative brief advertisements includes the heavy focus on the adventure
appeal, emotional\personal appeal as well as the scarcity appeal and music appeal.
Additionally, all of the advertisements constantly drive people towards the BBIC
website where they can find more information meaning that all of them share the
objective which is to inform about the BBIC services.
On the long run, the effort of these advertisements will lead to changing the orientation
of the mentality of Bahraini people to be self-employed as they will be bombarded with
motivational sentences such as (dont wait for a job vacancy) and (how long have you
been searching for a job) ?! , which will achieve the corporate objective.
Appendix 14
Determining the target market:
Searching using secondary resources
Finding the demographics characteristics of the target market in the latest edition of
Bahrain Census which is edition 2010
Searching using primary resources
Creating the questionnaire questions
Distributing the questionnaire
Analyzing the questionnaire results
Asking Mr. Abdullah Qudrat about the current customers of BBIC
Setting the advertisements objectives and message:
Setting the advertisements objectives aligned with the corporate strategy
Setting the advertisements messages in the manner that can suits the target market and
communicate the benefits to them
Creating the actual advertisements designs and the radio scenario:
Fixing the total budget of the brief:
Contacting the companies that can produce and\or publish the advertisements
Select the most efficient companies in terms of quality and price
Calculating the final cost of the advertisements
Setting the brief schedule (action plan) for the entire year
Final material delivered from publisher
The launch of the brief:
Putting the lampposts
Distributing the flyers
Putting the posters in the universities (UOB, BP, and BTI)
Conducting the seminars in the universities and giving the gift items to the students
Launching the advertisement in Al-Wasat and Al-Ayam online newspapers
Launching the radio advertisement on Bahrain FM 96.5 & FM 98.4

Page 28 of 36

Amal Darwish 201101509

BSB 6101 Assessment 1

Appendix 15: Questionnaire1

Please answer the following questions:
A. Please tick the option that suits you (choose one option only)
1. Age
2. Gender
3. Occupation

O 18-19
O 20-24
O 25-29
O 30 or above
O Male
O Female
O Employed O Unemployed
O Student

4. If you had all the resources available, would you use it to open your own
business?
O Yes
O No
5. Do you prefer the print newspaper or the online newspaper?
O Print newspaper
O Online newspaper
O I dont read newspapers

6. What is your favourite local newspaper? (ignore this question if you never
read newspapers)
------------------------------------------------------------------------------------------------------B. Please rate the following options
1. Where do you spend the most of your time? Rate the following from 1 to
6. (1 being the most time spent and 6 being the least time spent) put a star
next to the option you never go to.
O Home
O University
O Work
O Restaurants
O Malls
O Other, (please specify): ..............................
2. In your opinion, what is the university that is most preferable among
Bahrainis?
O University of Bahrain (UOB)
Page 29 of 36

Amal Darwish 201101509

BSB 6101 Assessment 1

O Bahrain Polytechnic (BP)

O Bahrain Training Institution (BTI)
O AMA
O Other: ...........................
3. If you are a university student, where do you prefer to spend your time in,
after or before classes? Please specify:

4. How often do you read newspapers?

Everyday

Never

Thanks for your time!

Page 30 of 36

Amal Darwish 201101509

BSB 6101 Assessment 1

Appendix 16: questionnaire 2

Please answer the following questions:
1. Age
O 18-19

O 20-24

O 25-29

O 30 or above

2. What do you prefer to be?

O An employee in a governmental or private organization
O Self-employed (owner of a business)
O Employee in an organization and also self-employed
3. What mall do you prefer to spend your time in?
O City canter
O Seef mall
O Country mall
O Other, please specify: .................................
4. Do you see yourself as a calculated risk taker?
Extremely

Never

5. Do you see yourself as an innovator?

Extremely

Never

6. In what form do you best receive information?

O Sees it (using Illustrations, pictures and visuals)
O Listens to it (using auditory, sounds)
O Read it
1. If you are a university student, what areas do mostly stay in, other than
classes?
------------------------------------------------------------------------------------------------------2. Circle the top 3 things that you seek for your future:
High Income

Routine Job

Kids and Family

High Social Status

Uniqueness
Multiple Financial Resources

Promotion in Your Job

Page 31 of 36
Thank You

Independent

Amal Darwish 201101509

BSB 6101 Assessment 1

Appendix 17: Advertisement designs

Appendix 17.1: Lampposts advertisement

Page 32 of 36

Amal Darwish 201101509

BSB 6101 Assessment 1

Appendix 17.2: Newspapers advertisement (the same design of one of the

lampposts)

Page 33 of 36

Amal Darwish 201101509

BSB 6101 Assessment 1

Appendix 17.3: The flyer page 1

Page 34 of 36

Amal Darwish 201101509

BSB 6101 Assessment 1

Appendix 17.4: The flyer page 2

Page 35 of 36

Amal Darwish 201101509

BSB 6101 Assessment 1

Appendix 17.5: The posters

Note: the time will be changed according to the schedule, while the place will vary
from a university to the other.

Page 36 of 36