Introduction

Brand Name: MPH BOOKSTORES

Advertising Problem: 
Due to intense competitors from other bookstore franchises, MPH faces the problem of their customers having preferences over other bookstore names. They also have customer perception of not having as much selection of books although they have a much larger selection for local Malaysian publications compared to other rival bookstores. Big promotions are also not well advertised to attract customer’s attention as well as a rather outdated design.

Advertising Objective: 

Objectives: 
• To position MPH as the number 1 bookstore to go for Malaysian publication. 

• To achieve show the variety of book genres available to customers from MPH Bookstores.