1. Name: LUMINOUS Advertising Agency
Vision: To become the leading demand-creator for brands in Bangladesh.
Mission: To develop and implement demand-creation ideas for brands and
clients by mining brands, category, consumer and
market insights.
Philosophy: Creatively Veracious
Moto: Truths are our guiding light.
Telling truth well is our strength.
Every great brand is founded on a powerful truth. We turn
brand truths into business transformations. At Luminous- we are on a quest for
truth. We seek superior knowledge- the truths about our clients’ products and
needs, the consumer and the marketplace. We seek inspired execution and
strategic insights about the truth in a breakthrough manner for consumer oriented
communications strategy that is persuasive and memorable.

2. While some shoe brands are fleeting, the Hush Puppies brand hit the
ground running in 1958. It has the distinction of being the world’s
first casual shoe.
The oddly named brand originated from a Southern food (fried corn
fritters) called “hush puppies.”
History
A company salesman discovered that farmers also used these hush
puppies to quiet barking dogs. At the time, tired feet were known as
‘barking dogs’ and the salesman reasoned that his soft, lightweight
comfortable shoes could quiet them, too.” Hush Puppies became the
shoe’s trademarked name in 1958. Hush Puppies shoes were
distinguished by their casual look of brushed suede and a crepe sole.
Apparently the style was a good match for the late ’50s.

3. Hush Puppies
Parent
Company Wolverine Worldwide
Introduced 1958
Product Type Footwear and apparels
Sector Lifestyle and Retail
Slogan
We Invented Casual; More comfortable than feet;
Good look never felt so good
USP Leather Tannings
Segment Premium and Middle Segments
Target Group
Casual and Comfort footwear for men, women and
kids.
Country United States

4. The company wants the target audience to
notice that the brand really provides the
features it promises on the commercial despite
anything else. The company expects that the
clients really feel that the Hush Puppies shoes
provide comfort and relaxation just by wearing
them, because those characteristics are
invaluable. Our ad agency’s strategy to achieve
this objective could be the fact of showing a
man wearing its shoes in a relaxed environment,
in which clients feel themselves as if they fit in
the same situation.

5. To give our ad the best chance of getting the results you want, there are
some important things we must do:
1. We will state what your unique competitive advantage is
2. We will create a compelling, attention-grabbing headline
3. We will offer an irresistible bargain
4. We will explain the benefits of your product or service—listing benefits
is more important than listing features
5. We will make our ad an advertorial—people read news articles 7 times
more than advertisements
6. We will offer a risk-free guarantee for doing business with you
7. We will create a call-to-action that will trigger a response
8. We will create a sense of urgency to compel your viewer to act quickly
9. We will use a testimonial from a current client
10. We will use exciting graphics that correlate with your headline
In addition we believe that if we give our customer more than they are
expecting, they will be satisfy and loyal to us.

6. To impress target Audience:
Hush Puppies’ target audience is men and women between 20
and 40 years old, belonging to classes between C+ and A+. The
target audience for the shoes can be described as people who
seek comfort. Women should be natural, mature, free, relaxed
and simple. More exclusively, the target market should be
people who worried about their surroundings and people that
like to feel comfortable with themselves and with the
environment. People who project a successful social and
familiar life, and that in addition enjoy the feeling of being
comfortable in their daily lives. Their Shoes or clothes should
be comfortable ( physically and psychologically) before
anything else. Hush Puppies understand this. They target
people who are prudent. Lots of brands can learn from the

7. To beat competitors:
Hush Puppies has been competing with other international brands
for world market directly and indirectly . ECCO, CLARKS,
TIMBERLAND, direct competitors who focus on casual footwear
ranked on the same class, are the main competitors. Some famous
athletic brands such as NIKE, ADDIDAS, and NEW BALANCE
turn to be the indirect competitors by developing new product line of
casual footwear as well. Beside these BATA, APEX, BAY
EMPORIUM are competitors in the perspective of Bangladesh. All
competitors are taking intensive marketing actions for their
expansion to the rest of the world. That’s why by analyzing their
advertisements we are planning and taking strong advertising
policies to beat these competitor brands.

8. Benefit & Support:
Hush Puppies is providing the market with a wide range of fashionable shoes with an
unprecedented selection. Currently, Hush Puppies seeks to fulfill the following benefits
that are important to their customers:
Selection: The widest selection of fashionable shoes in the global area.
Accessibility: The central location and wide range of business hours designed to
accommodate all customers’ needs.
Customer service: The patron will be impressed with the degree of care that they
receive.
Competitive pricing: All products will be priced competitive to the local market.
Technologies: Hush Puppies’ aim is to establish the premier non-athletic footwear
company. To reach this vision, Hush Puppies developed a plan based on the tenets of
product innovation, brand development, service excellence and community service,
combined with Hush Puppies’ outstanding technology - Bounce Technology, Storable
Construction Technology, Water Repellent Technology, etc – although there are still
potential problems and even more stress competitions, Hush Puppies can still see a
promising future.

9. Key Consumer Benefit:
Hush Puppies’ strive to constantly evolve world renowned comfort, bringing the
consumers the most advanced technologies available in footwear today.
Whether it is their water, stain and scuff resistant Worry-Free Suede®, or
their newest exclusive technology, Wave Reflex® featuring extreme flexibility.
They strive to provide consumers with important product benefits that enable
people to find one more reason to relax.
Distribution Situation:
The products of Hush Puppies are sold through major department stores and
shoe and clothing stores.
To increase the distribution of their products in better-grade retailers and on
the internet, Hush Puppies periodically implement variable activities for the
sales promotion.
Hush Puppies keep collecting available individual information and feedback from
customers on the internet and apply certain technology to keep track of its
customers and goods or services they are ordering.
Hush Puppies use third-party advertising companies to serve advertisement on
its behalf. These companies help Hush Puppies to measure advertising
effectiveness.

10. We love to work closely with our clients, developing
everything from professional brand identity to printing,
producing and delivering the promotional materials - as per
our clients expectations.
This experience has seen us develop excellent professional
relationships with large advertisers, as well as helping
smaller companies to develop and expand their market
share.
Our end products are of the highest standards and excellent
value for money.
We are very much concern about how we deliver our
advertisement. We care for our client's choice. As per your
requirements we will keep comfort in our advertisement.
We’ll try to make the advertisement trustworthy, durable,
modern and innovative.

11. The plan would include a detailed budget,
setting out all the costs for the campaign and
indicating when the costs will fall. The
campaign is designed to meet measurable
objectives. “Luminous Ad Agency” will try to
deliver the best advertisement for your brand
at minimum cost.

12. Hush Puppies uses a Basset Hound as
its logo.
Basset Hound:
Hush puppies’ logo :
We assure you that we will use your original brand

13. Our decided tag line for Hush
Puppies-
“Bold your uneven way”

14. Graphic Design
Logos
Brochures & Catalogs
Posters
 invitations
Corporate Identity
design,
Branding & image
building
Advertising… art
direction & copywriting.
Websites &
Get your website to
the top of Google.
Illustration…
cartoons, murals, digital
images.
FaceBook Page
Advertising campaign
 E-Marketing
Press campaigns,
Media channels like
TV, Radio, Press,
Internet and Outdoor
advertising.
Events management

15. Door-to-door free Samples
Coupons
Cash Refund Offers (rebates)
Price Packs (cents-off deals)
Premiums (gifts)
Frequency Programs
Prizes (contests, sweepstakes, games)
Patronage Awards
Free Trials
Free Goods
Tie-in Promotions
Cross-Promotions
Price-Off (off-invoice or off-list)
Product Warranties

17.  Newspapers: Flexibility; good local market coverage.
 Television: High attention; high reach
 Direct mail: Audience selectivity; personalization
 Radio: Mass use; low cost
 Magazines: Prestigious; high-quality reproduction
 Outdoor: Flexibility; high cost; low competition
 Yellow Pages: Excellent local coverage; high believability; low
cost
 Newsletters: full control; interactive opportunities; relative
low costs
 Brochures: Flexibility; can dramatize messages
 Mobile phone: Many users; opportunity to give personal touch
 Internet: High selectivity; very much low cost
 Public Vehicles: Passengers of different class and types travel here

33. Thanks for watching