1.
ARMENIA

2.
ARMENIA
Capital Yerevan
Language Armenian
Population 3 230 100
Territory 29743 sq km
Population analysis town – 2 069 400 people
village – 1160 700 people
Towns: Yerevan – 1 107 800 people
Gyumri – 147000 people
Vanadzor – 105000 people
Kapan - 45500 people
Gavar - 25800 people
Artashat - 25300 people
Ashtarak - 20800 people
Population split by age and region
Population split by age
Age % from population
male 47,20%
Female 52,80%
Before 15 30%
16 – 59 53%
60 and more 17%
Population split urban 60% vs. rural 40% –
total Armenia
Rular
40%
Urban
60% Rular Urban

3.
ARMENIA
Economy
• Armenia ranked 83rd on the 2007 UNDP Human Development Index, the
highest among the Transcaucasian republics. In the 2007 Transparency International
Corruption Perceptions Index (CPI), Armenia ranked 99 of 179 countries. In the 2008
Index of Economic Freedom, Armenia ranked 28th, ahead of countries like Austria,
France, Portugal and Italy.
Culture
• Armenians have their own distinctive alphabet and language. The alphabet was
invented in 405 AD by Saint Mesrob Mashtots . 96% of the people in the country
speak Armenian, while 75.8% of the population additionally speaks Russian although
English is becoming increasingly popular.
• Paradise has its active participation in different cultural ceremonies. In 1998 we
entirely organized the festival titled §Theatre Days in Armenia¦. We intensively have
participation in the organization of international film festival §Golden Apricot¦.
• We also organize substantial concert programs (close and open-air). In 2002 we were
on a great tour around RA, full of cultural programs and other interesting measures,
during which we had a group of 300 members from the USA.
• We organize the film shows and festivals for all the embassies, which take place in 2
biggest movie-theatres of RA (Moscow and Nairi Movie theatres).

4.
“Paradise ”
advertising agency

5.
We were the First in this sphere
in Armenia and still continue to
be the First but also with quality
and service provision.
”Paradise” LTD

6.
About Agency
History
“Paradise” Ltd. was founded in May, 1991..
• Account characteristics (education, years of experience, proven expertise);
Administrative stuff have high education and many of them devotedly work in our
firm beginning with opening day. Minimum experience is 10 years. It's important
that Paradise always encourages and has young, creative, smart and responsible
specialists.
We respected company doing business in the sphere of advertising, film production and
distribution, implementing various cultural projects. Paradise Holding included
“Paradise AGMA”- Moscow and “Paradise MGN”-California.
Our company provides full package of ATL, BTL, Creative services
• The company cooperates almost with all Armenian TV and radio channels.
In a same time “Paradise” is the exclusive owner of advertising on the following
channels:
h2 - Armenian Second TV channel (the largest, private Armenian channel), with
broadcasting coverage – all Armenia (3 million inhabitants) and Karabakh.
RTR - (a popular Russian channel), with broadcasting coverage – Yerevan and its
suburbs.
Mir- (interregional TV-channel) with broadcasting coverage – Yerevan and its suburbs.

7.
People structure
Advertising
Executive
Director
Client
Service
Sells
Department
Media buying
and planning
Post buy
analysis
Research
Creative
Design
Print
TVC and Radio
production
Technique
Sound
studio
Video
Print house

8.
AD Planning stages
All processes in ad:
– Are connected
with marketing
strategy
– Depend on each
other
Selection of aimed
audience
Research
effectiveness
Elaboration of
message concepts
Realization of
commenication
Task organization
Selection of message
carriers

9.
Elaboration of progress
tactics (ATL, BTL, PR)
Progress realization
Elaboration of creative and adv. materials
(testing)
Elaboration of brand and position
Advertiasing planning works
Aim (Tasks and resources)
Diagnostics of
market, competitors
and consumers
Analysis of
competitors’
messages
Channel analysis
competitors’ progress
Progress plan elaboration
Production
Stage 1
Stage 2
Stage 3
Stage 0
Stage 4

10.
About agency
Services
• Preparation of TV-Commercials (informative, performing, computer-animated).
Having a fully equipped video studio, “PARADISE” produces not only TV-
commercials and videos, but also ensures the full production cycle.
• Placement and broadcasting of TV and radio Commercials on almost
mentioned channels.
• Design, printing and polygraph: The “Paradise” has the latest technologies of
digital printing. Operative digital printing house. Preparing all kinds of POS materials.
• Film Production: Having achieved commercial success in producing a number of
films (“Vodka Lemon”, “Svolochi”). “PARADISE” is now paying more attention to the
professional approach to the production process. In this sphere of activity the
company cooperates with partners from abroad as well.
• Film Distribution:
• Having access to the international market, the company purchases foreign films and
disseminates them through “PARADISE-Video”.
• Shortly, “Paradise” Ltd. is the only company in Armenia that offers full services in
ADVERTISING and PR. with the most preferable prices.
• It also provides advertising in “Moscow” Cinema (during the films).

11.
About agency
Services
• Adaptation in local language of films, pos
materials, TVC’s etc.); ٧
• Our company is seriously engaged in
adaptations. 1995 we have won the tender of
adaptation for P&G and till today we do the
adaptation for many foreign companies.
• For our clients, we do adaptation with the best
sounds and appropriate synchronization.

12.
• Our main goal is to assist companies in
promotion their goods and services on both local
and foreign markets using advertising
techniques.
• ATL-We provide advertising services such as
media buying and planning, outdoor
advertising, graphic design, printed ad etc.
• BTL-We are specialized in providing full range of
BTL (Below-the-Line) services, which includes
sampling, consumer promotion, trade
promotion, special events etc.
About Agency

13.
About agency
ATL Activities:
• Media Buying (Contracting and Negotiation);
• Media Planning;
• Media Verification (Post Buy Analysis);
• BTL Activities:
• Sampling;
• Sponsorship of local events;
• Event management;

14.
BTL
Promo actions Vivacell
Promo actions Nemiroff

15.
Promo action for O.P.I
Promo action for O.P.I
BTL

16.
Sampling
Armenian Development Bank
Sampling
Hagenas In Mariott Armenia
Hotel
BTL

17.
Design, printing and
polygraph:
• Digital printing
• Design
• After printing processing
• Offset printing
• Wide format printing

18.
Outdoor
 BB’s 6x3, 9x3,4x3 ;
 LB’s 2x1,25;
 CF’s 1,2x1,8
Price of rent is 15-45$ per 1
square meter per
month.(Depends on location,
period of order)

19.
Advertising during the films in the
Moscow cinema.
Based on media strategy and type of
films/cartoons we will offer to advertise before
starting the films in Moscow cinema. Put logos
on the tickets, to put banners the front of the
cinema, to show the TVC on the monitors inside
Moscow cinema.

20.
Agency Credentials
And we make favorable conditions during the whole period of our
cooperation planning the advertisement campaign with maximum
efficiency.
• Exemple campaign of innovative usage of media to beat media
clutter and deliver message in an ective/efficient way (beyond 30”
buying prime time thinking);
For example we take Nycomed-Austria firm, for which we do a number of
services: Adaptation, mediaplanning, publishing works, brochures,
booklets-ATL-package. Their clips are generally ready, but there are
some cases when Paradise company has made them. And right now
we have an order of ad clip, and it is on the working stage. At the
end of the work we will organize a press-conferance and to have a
full idea of it the ad clip will be represented during medical
programs.
Our skill is our private approach to each client. “Client is always right” we
are being led with this motto.

21.
Cooperation
(present and last)
Clients
• “Procter & Gamble”,
• “Dirol-Cadbury”,
• “Ferrero”
• “Coca-Cola”,
• “Colgate-Palmolive”,
• “Nycomed-Austria”,
• “Novartis”,
• “Sagmel”,
• “Nivea”,
• “Mars”
• “Nestle”
• “Unilever”
• “Fratti NV”,
• “Rocolor”,
• “Johnson&Johnson”,
• “Krewel Meuselbach”,
• “Gallina Blanka”,
• “Sadia”,
• “Barf”
and others
Local companies
• “Royal Armenia”
• “Mona Group”
• “Vipo corporation”
• “Gremko”
• “Euro term”
• “InecoBank”
• “AmeriaBank”
• “AnelikBank”
• “Ceramica”
• “MAP”
• “Interflora”
• RA “Ministry of Finance”
• “Vedi”
• “Armenia Lada”
• “Valencia-Water-World”
• “Atenk”
• “SAVA”
• “Fora”
• “MMM” and othrs
References: Any organization can give the letter of introduction, whom we have cooperated with and work now.
Represent some of their names P&G, Dirol Cadbury, in local company for example Ceramica…

22.
Armenia
Media Market Overview
Focus on TV
satellite
6% cable
4%
Terrestrial
90%
Terrestrial cable satellite
TV PENETRATION SPLIT
•It's necessary to pay attention to the
fact, that there are more than 20 usual
TV channels in Armenia, and the
terrestrial TV watching channels make
the great part.
There are no researches, but we have observed this inf ourselves and received such results.

23.
Armenia
Media Market Overview
Focus on media Market
Advertising (detailed by segment)
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
1st Qtr
TV
Radio
Outdoor
Press
internet
Except TV there are no researches , but we have observed this info ourselves and received
such results.

24.
TV CHANNELS
Coverage
• H1 (Armenian Public Television)– All Armenia and Karabkh
• h2 (Armenian Second TV channel) – All Armenia and Karabakh
• RTR-Planet (Russian TV channel) – Yerevan and suburbs
• ORT(First Russian channel) – Yerevan and suburbs
• Shant (Armenian channel) – Yerevan, Gyumri, Vanadzor, Gavar
• Armenia (Armenian channel) – Yerevan, Vanadzor,suburbs
• Ararat (Armenian channel) – Yerevan
• Dar 21 (Muz TV) (musical channel) – Yerevan
• ALM (Armenian channel)-Yerevan and suburbs
• Kentron(Armenian channel)-Yerevan
• Erkir Media (Armenian channel)-Yerevan
• ArmenAkob(Armenian channel)-Yerevan
• Mir (interregional TV-channel) – Yerevan
• TV5 (Armenian channel)-Yerevan
• AR(Armenian channel)-Yerevan
• Yerevan(Armenian channel)-Yerevan
• HayTV(Armenian channel)-Yerevan

25.
Radio Stations
•Public Radio 107.6 FM All Armenia
•Russkoe Radio 104.9 FM Araratyan and suburbs
•Ardzagank 103.5 FM Araratyan and suburbs
•Radio Hay 104.1FM Yerevan and other cities
•Radio Avrora 100.6 FM Yerevan
•Radio Jazz 103.8 FM Araratyan suburbs
•FM 107 107 FM Yerevan and go 80km
•City FM 106 FM Araratyan suburbs
•Auto Radio 89.8 FM Yerevan
•Hay FM 105.5 FM Yerevan
•Ararat FM 90.7 FM Yerevan
•Radio Van 103 FM Yerevan, Norhachn, Abovyan, Hrazdan

26.
Channels Average R% September 2008
2008
Month september
Variable AMR %
ChannelTarget
Total Individuals
H1 4,17%
H2 1,69%
Armenia 3,35%
Shant 3,28%
Kentron 0,39%
ORT 0,90%
RTR 0,39%
Noralik 0,79%
Ararat 0,45%
ArmenAkob 0,75%
DAR21 0,38%
ErkirMedia 0,38%
AR 0,50%
AMR % Total Individuals
0,00%
0,50%
1,00%
1,50%
2,00%
2,50%
3,00%
3,50%
4,00%
4,50%
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27.
TOP 10 advertisers (USD)
January – September 2008
Target Custom Period
YEREVAN
01.01.08-
30.09.08
AdvertisVariables
Investment
IDEAL CHAIN STORE 786 638 599
VIVACELL MOBILE OPERATOR CJSC 770 498 493
BEELINE 403 784 856
JERMUK GROUP CJSC 323 913 920
GRAND CANDY JV CO LTD 289 960 088
ASHTARAK KAT CJSC 263 579 950
P&G 250 271 602
MOBBIS LLC 243 623 560
CERAMICA LLC 224 163 172
NOR TUN BUILDING MATERIALS SHOP 221 671 129
0
100 000 000
200 000 000
300 000 000
400 000 000
500 000 000
600 000 000
700 000 000
800 000 000
900 000 000
IDEAL
CHAIN
BEELINE
GRAND
CANDY
JV
P&G
CERAMICA
LLC
Series1

28.
Thank you!