media plan 2

8/3/2019 Media Plan 2

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INTRODUCTION

Advertising is paid, one-way communication through a medium in which the sponsor is

identified and the sponsor controls the message. Variations include publicity, public relations,

etc. Every major medium is used to deliver these messages, including television, radio,

movies, magazines, newspapers, video games, the Internet.

Advertising clients are predominantly, but not exclusively, profit-generating corporations

seeking to increase demand for their products or services. Some organizations which

frequently spend large sums of money on advertising but do not strictly sell a product or

service to the general public.

1.1 Origin of the Study

In todays world only academic education does not make a student perfect to become

competitive with the outside world. Practical Knowledge is highly needed to gain idea,

knowledge and experience.

The objective of the BBA program is to supply an adequate number of highly trained and

educated graduates to enhance the efficiency and effectiveness of managerial manpower in

business organizations.

1.2 Objectives of the Study

Primary objective:

The purpose of this report is to gather practical knowledge of constructing a media plan.

Specific objective:

To have some practical exposures that will be helpful for our future career.

1.3 Limitations of the Study

Lack of budget

Lack of proper cooperation

Lack of experience

Media Plan Objectives

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2.1 The main objectives of the campaign are to:

Generate awareness among target audience.

To build a positive impression of , 15th intake

Encourage current students to be motivated and have a positive impact.

Target Audience Analysis

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The target Audience for this advertisement is mainly focused by the outlook of the target

customer and what their needs are. Current target customers have the following insight in

their mind.

3.1 Target Audience:

The target audiences are

Existing and potential students of , 15TH INTAKE

Top business persons

Most of the people are around the Dhaka city.

TV Watchers

The people who listens radio and read newspaper.

Who seek for quality education facilities and environment

CAMPAIGN MESSAGE, MEDIA OPTION, CREATIVE EXECUTION

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Mainly we focus on the image (brand) of , 15TH INTAKE and provide the information about

, 15TH INTAKE for the sole purpose of creating awareness among Target Audience.

For that focusing we use four strategies that are:

Newspaper advertising,

Billboard advertising

Television advertising

4.1. The Campaign Message Beyond Excellence

The concept behind the Beyond Excellence campaign is that

To encourage learners in thoughts, actions and practice for establishing ethical,

cultural and social values in personal and national life

To create a center of excellence for higher education & research which will serve as

the dynamic institution for generating knowledge for transformation of an ideal

society.

4.2. Concept behind the Beyond Excellence Campaign

Concept behind the Beyond Excellence campaign is for that the students and the guardian

should Beyond Excellence and more concern about the future world and the choosing of

the university. , 15th intake invites multiple audiences to the University in a new way - to

explore the degrees, programs and opportunities that extend beyond what an external

audience might expect when they think of , 15th intake.

Beyond Excellence also invites students, and faculty and staff to extend their own internal

vision to new possibilities and to a future reality that may be very different from today.

As the competition for students and state and private support continues to grow, it is

15th intake recognized for excellence of education by getting educated with current,

relevant coursework which makes them hands-on skills that allow them to be

productive employees from the first day of employment

15th intake have leaned education that serves as the basis for lifelong learning by

providing the skills needed to lead a productive and enriching life in an ever-changing

world.

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MEDIA OPTIONS

5.1 NEWSPAPER:

The major classification of newspaper advertising is Display, classified, public notices, pre-

printed inserts

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For , 15TH INTAKE advertise we are going to use display .In this form we are going to

include copy, pictures, logo & other visual components, Slogan etc.

The selected newspapers are-

Daily star,

Daily Sun

Kaler Kantho,

Prothom alo.

5.1.1 Our Magazine & Newspaper Ad Is Going To Like The Following

This paper ad of , 15TH INTAKE has the information , 15TH INTAKE and the picture of

different features. The programs and the features are pointed here. The Bangladesh

University of Business and Technology and Committed to Academic Excellence written at

the right side. The logo used at the bottom right corner.

5.1.2 Reasons for Choosing the Newspaper:

Mass Medium penetrating every segment of society. Almost all consumers read the

news paper

Comprehensive in scope covering an extra ordinary variety of topics and interests

Timeliness papers primarily covert todays news and are read in one day

Credibility studies show that newspaper ads rank highest in believability; Tv

commercials are a distant second.

Selective Attention from the relatively small number of active prospects who, on any

given day, are interested in what the advertiser is trying to tell them.

Creative Flexibility An ads physical size and shape can be varied to give the degree of

dominance or reception that suits the advertiser purpose.

Active Medium rather than a passive one readers turn the pages, clip & save, write in

the margins and sort through the campaigns

A permanent Record in contrast to the ephemeral nature of radio & TV

5.2 TELEVISION:

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Today, the medium of television is available to advertisers in two principal forms broadcast

& cable TV.

Broadcast TV reaches its audience by transmitting electromagnetic waves through the air

across some geographic territory.

Cable TV reaches its audience through wires, either strung from telephone poles or laid

underground.

We are using Broadcast TV for Our ad Champaign. An ad of 30 seconds has been prepared

for this purpose.

Selected Channels:

BTV

nTV

ATN

Channel i

Desh TV

The story board for the TV ad is given in the following page so that readers can get a realistic

view of the advertisement.

Scene Description Scene Dialogue

1. The Activities and skills of the students of , 15TH INTAKE

Message: Skill

2. Students and teachers in the class.

Message: Highly Qualified Faculty Members.

3. Students are discussing together in research room.

Message: Committed

4. Extracurricular Activities

Message: Social

5. Students at outing

Message: Life

6. Classroom of , 15TH INTAKE and designed logo and background.

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Message: Beyond Excellence

5.2.1 Reasons for using the TV medium:

Selectivity TV offers specialized programming aimed at particular types of viewer.

Flexibility Broadcast TV ads need to be short because of the high costs of production

and airtime.

Testability

5.3 Billboard:

Outdoor Advertising uses scientifically located structures to delivers an advertisers message

to markets around the world. Types that include prospects outside their home include

Bulletins

Poster Panels (Bill Boards)

8-sheet posters

Spectaculars

Transit

For our , 15TH INTAKE ad campaign we are going to use billboards which is suitable for our

country trends & supports our budget

5.3.1 Reason for Choosing Billboard

Accessibility: outdoor carries the message 24 hours per day and cannot be fast for warded,put aside.

Cost: Billboard offers the lowest cost per exposure of any major advertising medium.

Impact: It is ideal for those with short simple message, which complements our ad

Creative flexibility: It offers large display & the spectacular features of lights, animation,

and brilliant color.

Location: It can target consumers by activity, reaching shoppers on our way to the place

from where they buy, like that if we place our billboard near of our competitor university it

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will influencing the students and the guardians just before they get the information of other

university

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MEDIA COST & SCHEDULE

9.1 TV Media (Cost):

We have an amount of tk100,000 or Tk. 70,00,000 to advertise for a month. In addition we

also have tk 25000 or tk. 1, 75,000 for our non-advertising (promotional) activities.

Channel

s

Period Time

s

Amoun

t

Day

s

Sub

total

Total

BTV Fixed position 1

times

30000 5 150000 150000

Channeli

Just before

news

1 time 20000 10 200000

600000

1st mid in

News

1 time 20000 12 240000

Fixed position 2

times

10000 4 80000

Mid breaks in

film or

program

2

times

8000 5 80000

nTV

Just before

news

1 time 20000 15 300000

950000

Fixed position 1 time 10000 20 200000

Mid breaks in

film or

programs

2

times

7500 20 300000

1st Spot

1st Mid

in News

1 time 30000 5 150000

ATN

Bangla

Before news 2

times

15000 10 300000

540000

Mid breaks in

film or

programs

2

times

12000 10 240000

Desh TV Standard

package offer

1 time - 30 300000 300000

Total 254000

0

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9.2 News Paper (Cost):

9.4 Billboard (Cost):

The billboard cost has been estimated on an average Tk 3,00,000.

9.5. Total TV, Newspaper, Radio and Billboard Cost:

Medium Cost

TV Tk 2540000

Newspaper Tk 2770000

Billboard Tk 300000

Total Tk- 5610000

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Name Position Inch Amount

(Tk.)

Day Sub total (Tk.)

Prothom alo Back 10x7 6500 7 1520000

Kaler Kantho 3rd

page 10x7 3000 5 450000

Daily Sun Inner 10x7 2300 5 370000

Daily star 3rdpage 10x7 3000 5 430000

Total 3272500


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CONCLUSION

Advertising is very important promotional tool in business sector. As it is a very expensive

promotional tool, so media planning is very important. A good media plan can make an

advertisement effective. So all the relevant factors should be considered to prepare an

effective media plan.

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BIBLIOGRAPHY

WELLS, WILLIM, D., ADVERTISING-PRONCIPLES & PRACTICE, PEARSON,

7th

en.wikipedia.org/wiki/Advertising, Date 15.05.2011, Time 12.05

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APPENDIX

1. Shot 1: Students of 15th intake in different places at campus ( 2 sec. ).

2. Shot 2: Students of 15th intake in different places at campus ( 3 sec. ).

3. Shot 3: Faculty teaching in class room ( 5 sec. ).

4. Shot 4: Students of 15th intake in computer lab ( 4 sec. ).

5. Shot 5: Common room ( 4 sec. ).

6. Shot 6: Group study ( 5 sec. ).

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