overall

A Report on Advertising Campaign & Media Plan ofBUBT

1.0 INTRODUCTION

Today Advertising finds itself in a serious bind. 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 today’s 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.

The report titled “Advertising Plan and Media Plan of Advertising campaign of

BUBT”

1.2 Objectives of the Study

Primary objective: The soul purpose of this report is to gather practical

knowledge of

How ads work

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With what results

Efforts needed to perform an advertising campaign

Selection of media for better results

How to construct a media plan within a given budget

To increase our ability & skill for future steps.

Secondary objective:

To have some practical exposures that will be helpful for our

future career.

To facilitate ourselves in applying our theoretical knowledge in

practical level of operation on an organization as to find out the

differences between theory and practice.

1.3 Limitations of the Study:

Lack of time

Lack of Records_ Sufficient books, publications, facts and figures are not

available. These constraints narrowed the scope of accurate analysis.

Large scale research was not possible due to constraints and restrictions

posed by the organization.

Unfamiliarity with Business Mechanism in an organization.

To protect the organizational confidentiality some parts of the report are

not in depth.

Lack of money

Lack of proper cooperation.

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2.0 CAMPAIGN OBJECTIVES

The main objectives of the campaign are to:

Generate awareness among 90% of target audience.

Highlight BUBT role in providing a better education facilities for Target

customer

To build a positive impression on the market.

Increase the student in different program after campaign has conducted.

Attract students from those intending to admit in other universities.

Encourage current student and their guardians to be motivated and have a

positive impact.

3.0 ABOUT BUBT:

Bangladesh University of Business & Technology (BUBT) has been established

by Dhaka Commerce College which was recognized twice as the best college in

the country for method of teaching, excellent results and academic discipline. The

college authority, being inspired by this success, thought of creating an

outstanding opportunity for higher education and thus founded the University

under Private University Act in the year 2003 in the model of North American

Universities with the approval of the University Grants Commission (UGC) and

the Ministry of Education, Government of Bangladesh.

Mission

The University has been established to provide education with outstanding quality

relevant to the needs of the modern society.

Objectives

The principal objective of Bangladesh University of Business & Technology

(BUBT) is to produce highly skilled manpower to contribute to the national

development as entrepreneurs, academics, professionals and administrators.

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The following objectives are within the focus of overall activities of BUBT:

To maintain and excellent academic environment for imparting higher

education in different fields.

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 that will

serve as the dynamic institution for generating knowledge for

transformation of an ideal society.

4.0 SWOT ANALYSIS:

SWOT Analysis is a very effective way of identifying a Company Strengths and

Weaknesses, and of examining the Opportunities and Threats it face. Carrying out

an analysis using the SWOT framework helps a company to focus on it activities

into areas where it is strong and where the greatest opportunities lie.

4.1. Strengths

Reasonable cost compared to other universities

Safe & well protected campus.

Highly qualified faculty members

Well-furnished cafeteria and common room.

Advance learning equipments and Modern teaching method.

Non political and smoking free campus.

Attractive waiver facilities

Quality education & practical approach to education

Built-in image from Dhaka Commerce College

Student counseling & other extra-curricular activities

4.2. Weakness of BUBT:

Lack of recognition to public.

It is situated in a backward area of Mirpur.

Organizational hierarchy is improper in the time of quick decision making.

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BUBT’s financial health is week and that’s why it could not arrange much more

program.

Inadequate campus

Lack of promotional activities

4.3. Opportunities

BUBT is committed to its students to provide quality education and this criterion will

be helpful for BUBT to be a reputed university in the future.

The percent of students needing graduation and under-graduation is increasing day

by day. So, its market opportunity is very potential.

If BUBT expand its space it can provide education to more students.

4.4. Threats

New government rules and regulations regarding Private Universities is a

threat for BUBT.

Political vulnerabilities & unrest.

Competitive pressures of other educational institutions.

High promotional campaign by other Competitor

5.0 SEGMENTATION, TARGETING & POSITIONING

5.1 Segmentation

BUBT segmented their market in order to the program category. As BUBT offers

both the graduate and undergraduate programs so they the students or guardian

who are seeking for the different programs.

The total age groups are 20-40 for the available programs.

The mid level income people are the major segment of BUBT.

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5.2 Targeting

As like the segmentation BUBT divide their target market in accordance with

product category. BUBT target the HSC passed students for their undergraduate

programs

In the undergraduate program, they also targeted that some students have choice

for different programs.

For the graduate program they targeted the people the people who have completed

their BBA or Honors.

5.3 Positioning

BUBT mainly positioning on the basis of the quality of their university and

education facilities. BUBT is founded by Dhaka Commerce College. We try to

give up the thinking power of target audience through our ad. So they can identify

that BUBT has much more facilities and an educational environment than the

other university.

6.0 MARKET ANALYSIS

The market is very sensitive, because education is the backbone of the nation and

BUBT is one of the providers. BUBT is not a renowned university so to entry in

market is so competitive. Students also increasing day by day and they become

more informative than before. Guardians also now can gather easily information

about any university and choose the best one.

The following sections look at the market characteristics and trends to determine

the market situation in the industry

Market Characteristics

As mentioned earlier, the market more continuously growing. However, the

requirement of the various students are not the same. They also want the

educational facilities and also the environment.

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Market Condition

The very prospective and fast growing university industry of Bangladesh is

experiencing an intense competitiveness. Every university try to give the best

knowledge and facilities to their students. Most of the university have attractive

ad of their university.

7.0 REASONS FOR INITIATING ADVERTISING CAMPAIGN

Like every advertising campaign, we have some strong reason for this campaign.

The reasons are below:

Because of high competition in the market, BUBT needs to come

with their core competitive advantages.

Because of competition market becomes more saturated and the

threat of new entrants is growing.

Increase the image of BUBT.

8.0 SITUATIONAL ANALYSIS

The situational analysis is designed to take a snapshot of where things stand at the

time the plan is presented. This part of the Marketing Plan is extremely important

and quite time consuming. For many, finding the numbers may be difficult. The

situational analysis covers the following key areas:

Product;

Target market;

Distribution;

Competitors;

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8.1 Current Product Analysis

In this section we will describe BUBT’s current Program(s) offerings in terms of:

Attributes:

BUBT Provide the latest digital technology for provide education.

BUBT tries to provide special fee waiver based on semester results.

Free internet and email facility

Pricing:

ProgramTuition fee per

credit hour taka

Total tuition fee Taka

Total semester fee

Taka

Total cost for the

program Taka

BBA 1400 1,73,600 48,500 2,22100B.A Hons in English 1000 1,20,000 40,000 1,60,000B.Sc Hons in Economics 1000 1,20,000 45,000 1,65,000B.Sc in CSIT 1400 1,75,000 54,000 2,29,000B.Sc in CSE 1400 1,79,000 65,000 2,44,200MBA 1400 89,600 31,000 1,20,600EMBA 1400 63,000 27,500 90,500LL.B (2 Years) 60,000M.Sc in Math. (1Years) 45,000

.

Distribution

BUBT has their only campus and office in Dhaka Commerce Road,

Mirpur-2.

Promotion

BUBT is not the most innovative company in terms of the promotional

campaign.

BUBT mainly advertises in newspaper..

Public relation of BUBT is not too good because people don’t care about

them.

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8.2 Describe the Current Target Market:

Examine in detail the company’s current target market(s). Obviously to do this

section correctly takes a great deal of customer-focused research.

The target market approach:

Segmentation approach is used for targeting the people.

Demographic/psychographic profile of the market:

They have program based profile of the market. Some students like to study BBA,

some are interested in computer technology or CSIT.

And also other program for for the respective students, like LLB,B.A (Hons) in

English, M.A in English, EMBA

The characteristics of targeted customers:

Needs/benefits sought by market:

Highly qualified faculty members

UGC approval

Own Campus

Computer lab and library

Attractive waiver system.

Attitudes

The target market attitude towards BUBT is not so good because of

that in the market BUBT has not renowned yet.

But they have their prospects to some consumers mind that BUBT has

potential to improve.

8.3 Competitor Analysis and Promotional Activity:

All of the public and private universities, who offer the same program as BUBT,

are the competitors of BUBT. Competitors include Local, National, Regional,

International Universities. But appearently the Private Universities of our country

are the primary competitors of BUBT. The list of private Universities of

Bangladesh are given in the followings:

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1. Ahsanullah University of Science and Technology 2. American International University - Bangladesh (AIUB) 3. ASA University Bangladesh 4. Asian University of Bangladesh 5. Atish Dipankar University of Science and Technology (ADUST) 6. Bangladesh Islami University 7. Bangladesh University 8. Bangladesh University of Business and Technology (BUBT) 9. BRAC University 10. City University 11. Daffodil International University 12. Darul Ihsan University 13. Dhaka International University 14. East Delta University 15. East West University 16. Eastern University 17. Gono University 18. Green University of Bangladesh 19. IBAIS University 20. Independent University, Bangladesh (IUB) 21. International Islamic University Chittagong 22. International University of Business Agriculture and Technology (IUBAT) 23. Leading University 24. Manarat International University (MIU)

25. Metropolitan University 26. North South University 27. Northern University Bangladesh 28. Premier University 29. Presidency University 30. Prime University 31. Primeasia University 32. Royal University of Dhaka 33. Shanto-Mariam University of Creative Technology 34. Southeast University 35. Southern University 36. Stamford University 37. State University of Bangladesh 38. Sylhet International University 39. The Millennium University 40. The People's University of Bangladesh 41. The University of Asia Pacific 42. United International University 43. University of Development Alternative (UODA) 44. University of Information Technology and Sciences (UITS) 45. University of Liberal Arts Bangladesh (ULAB) 46. University of Science and Technology Chittagong (USTC) 47. University of South Asia 48. Uttara University 49. Victoria University of Bangladesh 50. World University of Bangladesh

Now we are describing about some of the competitor universities position &

promotional efforts. They are given in the followings-

Daffodil International University

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http://www.varsityadmission.com/University_Info/?University_ID=249


































































With the approval of the Ministry of Education under the Private University Act

of 1992 and its amendment in 1998 the Daffodil International University came

into being on 24th January 2002. The prime initiative of country's leading

conglomerate Daffodil Group is Daffodil International University. This is a social

commitment to the nation for their further education in higher education. Daffodil

International University is accumulation of core educationists of the country to

build future Bangladesh.

DIU offers bachelor degrees in the different spectrum of disciplines and provides

the country's highly supported programs in many fields, including in IT, Tele-

communications, Liberal Sciences, Medical Technology and Business.

Particularly strong programs can be found in the faculty of Business, Information

Technology, Engineering and Sciences.

Promotional Activity of Daffodil International University:

Daffodil International University provides only newspaper ads in recent days.

They do not provide the TV ad of their university recently though they have got

some TV ad.

Daffodil International University Recent Print Ad:

This ad of Daffodil International University given for the admission of 19 th batch

of Spring, 2008 semester. They provide the last date of application, admission test

date, team of distinguished academicians and their programs. This is colorful so

the readers are attracting to see the ad.

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BRAC University Bangladesh

BRAC University was established by BRAC in 2001. From a modest beginning

almost thirty years ago, BRAC has today grown into one of the largest non-

government development organizations in the world. It works in a number of

closely related areas such as poverty alleviation, rural health care and non-formal

education among many others to bring about socio-economic changes for a large

number of our people, mostly women and children, whose lives are dominated by

extreme poverty, illiteracy, disease and malnutrition. BRAC continually revisits

its approaches to ensure its effectiveness as a catalyst for change. BRAC

recognizes that development strategies, information technology and effective

management can play significant roles in modernizing Bangladesh and in securing

meaningful jobs for the Bangladeshi workforce at home and abroad.

Promotional Activity of BRAC University, Bangladesh:

BRAC University provide only newspaper ad of their university. They also has

promotional campaign such as concerts, job fair etc.

BRAC University Recent Print Ad:

This ad of BRAC university is given for their Undergraduate admission Spring

2008. They provide their program name, eligibility requirement, waiver

information and their different features.

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Stamford University

Stamford University is a private university with great education in Bangladesh. Its

primary purpose is to improve the educational standard of Bangladesh up to

Global Standard Education “GSE” by providing international standard

education and creating educational opportunities for higher degrees for all walks

of life. Stamford University is based on these principles:

° Education should be open to all and irrespective of gender, religion, cast, color,

age, time and place.

° Education should be of international standard and must have universal

recognition.

° Education is a life-long process and must be relevant to the student's

aspirations.

° Study and students should be the first priority and the primary function of

faculty/staff/administration should be to help the students in succeeding

academically and in the transition from university life to productive life as

members of society.

° To provide a quality education to students, free from parochialism and make

them cosmopolitan and global in the true sense.

Promotional activity of Stamford University:

Stamford University provide only newspaper ads in recent days. Couple of years

ago they provide the TV ad of their university.

Stamford University recent Print Ad:

This ad of Stamford University is given for the MBA seeker student. This is a

black and white ad. They provide the name of their achieved certificates. They

also provide their specialization areas of MBA program and the mode of study

and the class time.

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North South University

North South University (NSU), the first private university in Bangladesh, was

established by a group of philanthropists, industrialists, bureaucrats and

academics. The government of Bangladesh approved the establishment of North

South University in 1992 under Private University Act (PUA) 1992. The

university was formally inaugurated on 10 February 1993 by Begum Khaleda Zia

the then Prime Minister of Bangladesh. The honorable President of the People's

Republic of Bangladesh is the Chancellor of NSU.

The university follows an American system--semesters, credit hours, letter grades,

one examiner system etc. Its curriculum when first introduced, were reviewed by

relevant departments of University of Illinois, Urbana-Champaign, and University

of California at Berkeley, USA and duly approved by UGC. The academic

programs are continually updated and adapted to meet the local needs.

Promotional Activity of NSU:

North South University provide only newspaper ad of their university. They also

has promotional campaign such as concerts, job fair etc.

North South University Recent Print Ad:

This newspaper ad of North South University Provide for their Undergraduate

Admission SPRING 2008. They provide the admission test date, tuition waiver

and scholarship, admission eligibility, undergraduate programs and the NSU

features. This is a black and white ad and have no picture. Because of the North

South university is a reputed university so they don’t have any attractive picture

or color here.

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American International University - Bangladesh (AIUB)

American International University - Bangladesh (AIUB) is a government

approved private university founded in 1994 by Dr. Anwarul Abedin. The

university is an independent organization with its own Board of Trustees.

American international university-Bangladesh (AIUB) envisions to promote and

create a learning environment through state-of-the-art facilities and tools; highly

competent faculties and staff; expanded frontier of research-based knowledge; and

international standards supportive of the new horizons in the diverse fields of

disciplines and the enunciated development perspectives of the country.

Promotional Activity of AIUB:

American International University provide only newspaper ad of their university.

They also has promotional campaign such as concerts, job fair etc.

American International University Recent Print Ad:

This newspaper ad of American International University Provide for their

Academic programs of summer semester 2007-08. They provide the admission

test date, academic programs and the AIUB facilities. This is a colorful ad and

have picture of their convocation ceremony.

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University of Liberal Arts - Bangladesh (ULAB)

University of Liberal Arts - Bangladesh (ULAB) is a government approved

private university founded in 2004. The university is an independent organization

with its own Board of Trustees. The Present Vice-Chancellor is Professor Rafiqul

Islam

ULAB has its own campus located in Satmasjid Road, Dhanmondi, Dhaka. Total

students approximately 1500. ULAB offers 10% to 100% tuition fee waiver based

on Average GPA of SSC & HSC results.

ULAB’s unique curriculum is designed to help students succeed in today’s

professional world, and also to have the ability of life-long learning & progress.

The faculty, facilities and environment ensure and education fit for the globalized

era, and graduates who will lead through excellence and service.

Promotional Activity of ULAB:

University of Liberal Arts provide only newspaper ad of their university. They

also has promotional campaign such as concerts, job fair etc.

University of Liberal Arts Recent Print Ad:

This newspaper ad of University of Liberal Arts Provide for their Academic

programs of spring semester 2008. They provide the message, programs name

address, admission facilities. This is a colorful ad and have picture of their own

building.

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9.0 TARGET AUDIENCE ANALYSIS

The target customers for this campaign are mainly focused by the outlook of the

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

following insight in their mind.

Existing customer seeks more emphasis on the quality and organized

activities by BUBT.

Audience seeks more promotional activities from BUBT.

Target audience needs the standard academic curriculums.

They want that the university have well skilled full time faculty members.

Customers need spacious air conditioned classroom with modern teaching

and learning equipments.

Students also need the computer lab and internet facility.

The guardian of the respective students need a well protected campus,

nonpolitical and non smoking environment.

9.1 Target Audience (for Campaign):

The target audiences for campaign are

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

Middle-higher income group

Female and male both.

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10.0 CAMPAIGN MESSAGE, MEDIA OPTION, CREATIVE

EXECUTION:

Mainly we focus on the image (brand) of BUBT and provide the information

about BUBT for the sole purpose of creating awareness in the market.

For that focusing we use four strategies that are:

Newspaper advertising,

Billboard advertising

Television advertising

Radio Advertising

10.1. The Concept behind the “Committed To Academic Excellence”

The concept behind the “Committed to Academic Excellence” campaign is that

Ω To maintain an excellent academic environment for imparting higher

education in different fields

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

ethical, cultural and social values in personal and national life

Ω 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.

10.2. Concept behind the “Think More” Campaign

Concept behind the “Think More” campaign is for that the students and the

guardian should think more and more concern about the future world and the

choosing of the university. BUBT 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 BUBT.

Think More 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.

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

is important that we present clear and consistent messages about the strengths of

BUBT. While BUBT has many attributes, some messages we suggest

emphasizing

BUBT recognized for excellence of education by maintaining current,

relevant coursework which produces graduates with the hands-on skills

that allow them to be productive employees from the first day of

employment

BUBT provides an 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.

University education does not end when a degree is awarded. It challenges

students and other stakeholders to Think More.

Through research, we discovered that our target audience (From whom we collect

data) and BUBT students and guardians were all very positive about the concept.

11.0 MEDIA OPTION: NEWSPAPER:

The major classification of newspaper advertising is Display, classified, public

notices, pre-printed inserts

For BUBT 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, Amar desh, Jugantor, Prothom alo.

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

This paper ad of BUBT has the information BUBT 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.

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11.2. Reasons for Choosing the Newspaper:

Mass Medium penetrating every segment of society. Almost all consumers read the news paperComprehensive in scope covering an extra ordinary variety of topics and interestsTimeliness papers primarily covert today’s news and are read in one dayCredibility 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 campaignsA permanent Record in contrast to the ephemeral nature of radio & TV

12.0 MEDIA OPTION: TELEVISION:

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:

BTVnTVATN Channel iRTV

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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 Building and environment of BUBT

Message: Bangladesh University of Business & Technology

Voice: Think of a University with every thing you are looking for

2. Students and teachers in the class.

Message: Highly Qualified Faculty Members.

Voice: Regular classes started by professors with real world experience

3. Faculty members are discussing together in research room. Highly qualified

faculty members

4. Teachers and the students are in the classroom with multimedia presentation

Message: Well equipped Class room with advanced teaching method

Voice: Inter active learning in a practical approach to education

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5. Lab class full of students with computer Well equipped

classroom

6. Students reading in the library

Voice: Repository of knowledge & workshop programs

Message: Rich library and laboratory

7. Big cafeteria with full of students, who are taking meals.

Voice: Students with unique background sharing common interest

Message: Attractive & Demanding Programs in different discipline

8. Picture of V.C. Sir

North American & European Standard Academic Curriculum

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9. Picture of reception room with students, guardian and staffs.

Voice: With the vision of academic excellence, Bangladesh University of Business & Technology is a gate way to analyze opportunities

Messages: Free foundation classes

10. Building of BUBT and designed logo and background.

Message: Think More

Bangladesh University of Business & Technology

Committed to Academic excellence.

12.1. 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

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13.0. MEDIA OPTION: RADIO

Radio is the wireless transmission of signals, by modulation of electromagnetic

waves with frequencies below those of visible light.

Electromagnetic radiation travels by means of oscillating electromagnetic fields

that pass through the air and the vacuum of space. It does not require a medium of

transport. Information is carried by systematically changing (modulating) some

property of the radiated waves, such as their amplitude or their frequency. When

radio waves pass an electrical conductor, the oscillating fields induce an

alternating current in the conductor. This can be detected and transformed into

sound or other signals that carry information.

The word 'radio' is used to describe this phenomenon, and radio transmissions are

classed as radio frequency emissions.

There are three types of radio advertising we are going to go for network & local

advertising.

Network advertising, we will use national radio network to carry out our message

to the entire national market simultaneously and with Local advertising, we are

going to buy spots to carry the message.

The radio advertises is going to be pre-recorded and be played in radio between

news & our selected spots.

13.1 Radio Script

Client : BUBT Date : 03:02:2008

About : BUBT’s awareness and information Length : .30 sec

Title : Think More

Background Music playing

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http://en.wikipedia.org/wiki/Demodulation

http://en.wikipedia.org/wiki/Modulation

http://en.wikipedia.org/wiki/Radio_propagation

http://en.wikipedia.org/wiki/Light

http://en.wikipedia.org/wiki/Frequency

http://en.wikipedia.org/wiki/Electromagnetic_radiation

http://en.wikipedia.org/wiki/Electromagnetic_radiation

http://en.wikipedia.org/wiki/Modulation

http://en.wikipedia.org/wiki/Wireless


Voice Message:Think of a University with every thing you are looking for

Regular classes started by professors with real world experience

Inter active learning in a practical approach to education

Repository of knowledge & workshop programs

Students with unique background sharing common interest

With the vision of academic excellence, Bangladesh University of Business & Technology is a gateway to analyze

opportunities

BUBT

Think More

13.2. Reason for Choosing Radio as a Media:

Reach and frequency: Radio offers an excellent combination of reach

and frequency the average adult listens more than three hours a day,

radio builds a large audience quickly, and a normal advertising schedule

easily allows repeated impact on the listener.

Selectivity: Specialized radio formats, with prescribed audience and

coverage areas, enable advertiser to select the market they want to reach

–a specific sex, age group, ethnic or religious background, income

group, employment category, educational level, or special interest.

Cost-efficiency: Radio offers its reach, frequency and selectivity at one

of the lowest costs per thousand, and radio production is inexpensive.

National spots can be produced for about one-tenth the cost of a TV

commercial. And local stations often produce local spots for free.

Other advantages: Radio also offers timeliness, immediacy, local

relevance, and creative flexibility.

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14.0. Media Option: 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 BUBT ad campaign we are going to use billboards which is suitable for

our country trends & supports our budget.

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14.1 Our Billboard Ad Is Going To Like The Following:

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14.2 Reason for Choosing Billboard

Accessibility: outdoor carries the message 24 hours per day and cannot

be fast for warded, put aside.

Reach: For same amount of money outdoor delivers a reach of about

80% compared to spot TV (76%), radio (72%) and news paper.

Geographic Flexibility: Outdoor advertising can be placed at places

for our liking.

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

advertising medium.

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

compliments 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 will influencing the

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

university .

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15.0. MEDIA COST & SCHEDULE:

We have an amount of $ 100,000 or Tk. 70,00,000 to advertise for a month. In

addition we also have $ 25000 or tk. 1,75,000 for our non-advertising

(promotional) activities.

15.1. TV Media (Cost):

Channels Period Times Amount Days Sub total TotalBTV Fixed position 1

times22500 5 112500 +

16875*VAT 129375

Channel i

Just before news

1 time 19500 12 234000 + 35100*VAT

7176001st mid in News

1 time 19500 12 234000 + 35100*VAT

Fixed position 2 times

9000 4 72000 + 10800*VAT

Mid breaks in film or

program

2 times

10500 4 84000 + 12600*VAT

nTV

Just before news

1 time 22500 17 382500 + 57375*VAT

1371375

Fixed position 1 time 10500 20 210000 + 31500*VAT


programs

2 times

12000 20 480000+ 72000*VAT

1st Spot1st Midin News

1 time 30000 4 120000 + 18000*VAT

Standard package offer

1 time - 30 360000 + 54000*VAT

ATNBefore news 2

times15000 10 300000 +

45000*VAT

621000


programs

2 times

12000 10 240000 + 36000*VAT

RTV Standard package offer

1 time - 30 300000 + 45000*VAT

345000

Total 3184350

Page | 30


Notes:nTv: Standard Package offer: (5:00 PM to 7:20 PM 15 mins & 7:20 PM to 11:30

PM 15 mins) at a static package rate Tk. 390,000/-

RTV: Standard Package offer: Booking a month for 30 mins Time 6.30 pm to

12.00 am at a static package rate Tk. 300,000/-

15.2 Radio (Cost):

15.3 News Paper (Cost):

15.4 Billboard (Cost):

The billboard cost has been estimated on an average Tk 2,00,000.

Page | 31

Name Period Times Amount

(Tk.)

Days Sub Total

(Tk.)

Total

(Tk.)

Radio

Today

Standard

time

4

times

600 30 72000

207000

Prime

time

6

times

750 30 135000

Radio

foorti

Prime

time

4

times

800 30 96000 96000

Total 303000

Name Position Inch Amount

(Tk.)

Day Sub total

(Tk.)

Prothom alo Back 10”x7” 6500 8 1820000

Amar desh 3rd page 10”x7” 3000 5 525000

Jugantor Inner 10”x7” 2300 5 402500

Daily star 3rdpage 10”x7” 3000 5 525000

Total 3272500


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

Medium CostTV Tk 3184350

Newspaper Tk 3272500

Radio Tk 303000Billboard Tk 200000

Contingencies Tk. 40150Total Tk- 7000000

16.0. OTHER PROMOTIONAL BUDGET

BUBT have taken some promotional strategy in that case need budget .Moreover

the budget is implemented in many ways. Because in February the ad will coming

so our promotional campaign will contain the promotion activity on the 21st

February to attract the audiences attention. Our expected promotion budget for

each division is given below:

We budgeted for each division Tk. which is included in the publicity, personal

selling public relation as well as other expected expense.

Expected Expense for Each Promotional Activity (without Ad):Particulars Amount (Tk.)21st February rally $2500Gate and banner for 21st February $100021st February open art competition and cultural program

$2000

Beautification $10000Job Fair $5000Admission Fair $1500Sales promotion(special discount) $1000Extras $2000Total $25000

Page | 32


17.0 CONCLUSION:

According to a report titled Global Entertainment and Media Outlook: 2006-2010

issued by global accounting firm PricewaterhouseCoopers, worldwide advertising

spending was $385 billion. The accounting firm's report projected worldwide

advertisement spending to exceed half-a-trillion dollars by 2010.

So we can imagine that how will be the future world. Therefore, as like other

universities BUBT need to increase their promotional activities to become one of

the top universities of Bangladesh.

Page | 33

http://www.pwc.com/extweb/pwcpublications.nsf/docid/5AC172F2C9DED8F5852570210044EEA7?opendocument&vendor=none


18.0. BIBLIOGRAPHY

1. Advertising Campaign & Media Plan of Teletalk_Amader Phone

Prepared By: Group-1 BBA Program 3rd Intake, BUBT.

2. Advertising Campaign & Media Plan of Teletalk_Amader Phone

Prepared By: Group-2 BBA Program 3rd Intake, BUBT.

3. Wikipedia advertising

4. Oxford university, Stanford University websites

5. www.BUBTedu.com

6. www.ferrisstateuniversity.com

7. www.bracuniversity.ac.bd

8. www.stamforduniedu.com

9. www.ulab.com

10. www.northsouthuni.com

11. www.ugcbd.com

12. Various books, articles & notes related to Advertising & Promotional

Management.

13. BUBT admission office.

Page | 34

http://www.ugcbd.com/

http://www.northsouthuni.com/

http://www.ulab.com/

http://www.stamforduniedu.com/

http://www.bracuniversity.ac.bd/

http://www.BUBTedu.com/


19.0 APPENDIX

Shooting & Editing Sequencing

Video

1. Shot: BUBT External Environment [3 sec]

2. Shot: Class room (Teacher Focus) [3 sec]

3. Shot: Class room (Multimedia & Student Focus) [3 sec]

4. Shot: Library [2 sec] & Computer lab [1 sec]

5. Shot: Cafeteria [2 sec] & Cultural programs [2 sec]

6. Shot: V.C. [2 sec] & BUBT Gate [1 sec] & Reception [3 sec]

7. Shot: Class room (student focus) [1 sec], Lab (computer focus) [1 sec],

Cafeteria [1 sec]

8. Shot: BUBT External environment (left of the screen) [3 sec], BUBT Logo

(right of the screen)[2 sec parallel] only BUBT logo [1 sec]

Page | 35


Audio

1. Voice: Think of a University with every thing you are looking for [3 sec]

1 word

2. Voice: Regular classes conducted by professors with real world

experience [3 sec] 1 word

3. Voice: Inter active learning with practical approach to education [3 sec]

1 word

4. Voice: Repository of knowledge & workshop facilities [3 sec] 1 word

5. Voice: Students with unique background sharing common interest [3

sec] 3 words

6. Voice: With vision of academic excellence, Bangladesh University of

Business & Technology is a gate way to utilize opportunities [6 sec] 2

words

7. Voice: BUBT [2 sec] 3 words

8. Voice: Think More [2 sec] 3 words

Page | 36


Text Message

1. Message: Bangladesh University of Business & Technology (Bottom Middle to

Right of the screen for 25 sec) [3 sec]

2. Message: Highly Qualified Faculty Members. (Bottom left to middle) [3 sec]

3. Message: Well equipped Class room with advanced teaching method (Bottom

left to middle) [3 sec]

4. Message: Rich Library with Reference Section & Laboratory Facilities (Bottom

left to middle) [3 sec]

5. Message: Attractive & Demanding Programs in different discipline (Bottom

Left to middle) [4 sec]

6. Message: North American & European Standard Academic Curriculum

(bottom left to middle) [3 sec]. Reasonable cost, Special Waiver Facilities,

Free Foundation Classes (bottom middle to right) [4 sec]

7. Message: Founded by Dhaka Commerce College.

Approved by UGC & Govt. (bottom left to middle) [3 sec]

8. Message: Think More (Middle Right)

Bangladesh University of Business & Technology

(BUBT) (Middle left)

Dhaka Commerce College Road, Mirpur-2, Dhaka-1216

Tel: 8057581-2, 90015397, 01190658100, 01819430430

Website: www.bubtedu.com (Bottom left to right) [3 sec]

Page | 37

http://www.bubtedu.com/

overall

Documents

advertising plan

academic education

introductiontoday advertising

advertising clients

bubt role

ministry of education

practical knowledge

higher education research