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Date: March 28, 2011

To

 

COURSE NO -525

Course Title: Integrated Marketing Communication

TERM PAPER

ON

“ANALYZING OF AN ADVERTISEMENT

 IN TERMS OF MESSAGE, MEDIA, AND TARGET CUSTOMER”

Submitted To

Saidul Haque Khan

Professor,

Department of Marketing.

University of Dhaka,

Submitted By

Fahim Hasan SirajeeId No. 40713023

EMBA, 13th BatchDepartment of Marketing

University of Dhaka

March 28, 2010

University of Dhaka

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Saidul Haque Khan

Professor,

Department of Marketing.

University of Dhaka,

Subject: Term paper submission on “Analyzing of an advertisementin terms of message, media, and target customer”

Dear Sir,

With reference to your instructions, I hereby submit the term paper on “Analyzing of an

advertisement in terms of message, media, and target customer”. I express my gratitude for 

giving me the opportunity to conduct the study on the above-mentioned topic.

Firstly, I have gone through the theory of Integrated Marketing Communication through class

lecture, text book and website to prepare the paper. Thank you very much as lecture wassufficient enough to get a clear views overall the task. I tried my level best to make the study

objective one so that it can serve your intended purpose. Your humble consideration on some of 

my limitations in writing this paper will help me a lot.

Your acceptance of this report will make my effort fruitful.

Sincerely Yours,

 ___________________ 

Fahim Hasan Sirajee

(ID # 40713023)

About BanglaLion

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Banglalion Communications Ltd is the leading BWA operators in Bangladesh having

nationwide license in 2.5 GHz band. Banglalion is committed to build a connected

Bangladesh through wireless telecom solutions and create a new impact on our business,

society, economy, lifestyle and people. Banglalion WiMAX brings the latest technology

which enables people to enjoy high speed connectivity which is mobile and wireless. We are

 passionate about our products, services and customers. Banglalion is also committed todevelop new services, products and facilities to meet the requirements.

Uses of WiMAX 

• Providing a wireless alternative to cable and DSL for broadband access.

• Providing data and telecommunications services.

• Providing portable connectivity.

Upcoming Services of Banglalion 

• High-speed Internet service.

• Mobile IP Telephony.

• Live IP TV.

• E-Learning.

• Video Conferencing.

• ATM Connectivity

THE ADVERTISEMENT: STORY 

Everything is on the path of Banglalion wimax get converted to modern in the pace of modern

technology. A Ray of Banglalion wimax is flowing throughout the whole country. While moving

it, it replaces the ancient cow pulled plough by modern tractor in agricultural sector, it replaces

 bicycle by motor cycle in transport sector.

The Advertisement

Ray of 

Banglalion

Before use After use

• IP PABX.

• Online Radio.

• Audio-Video Streaming.

• Tele Medicine.

• MAN for Corporate offices having

 presence in different locations.

• Online Gaming Service etc.

Before use After use

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Key Points:

• Rural areas are the most under development area in Bangladesh.

• Basically in agriculture and transportation area, technology is vital for much production.

• All the development entirely depends on communication technology.

• It requires high speed internet connection.

MAIN MESSAGE 

“Banglalion is the fastest wireless and mobile internet service provider of Bangladesh”

Message from the advertisement

The story through which the message executed is good. Because -

• The advertisement successfully delivered the message of changing everything

with the change of technology.

• The main theme of the advertisement is rural areas which are the out of modern

technology.

• Banglalion wimax is a high speed internet provider 

• So, anyone can reach the modern technology by using Bangla Lion wimax.

Media Type:

Model of Communication of Banglalion Customer’s Response Process

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Banglaion has used 360˚ communication techniques to send the message to the customer.

Especially, Television, Radio advertisement in communication mix has made it easier for to

reach their target customer. Because tendency to watching television is much in all age people.

Besides these , they use newspaper and billboard for advertisement.

TARGET CUSTOMER  

• Although Banglalion’s main targeting customers are teenagers of the country.

• Through the advertisement, Banglalion focuses all the customers who want to be changed

 by the use of modern technology.

Targeting Marketing Process

Customers’ Response Process:

As the most of the rural people are not aware of the advantages of high speed wimax internet,

So, Banglalion takes the initiative to aware people about the product attributes. So, according the

model target customers of Banglalion is now at cognitive stage.

CONCLUDING REMARKS 

• Through the advertisement, Banglalion targeted the all customers throughout the country

who want to be digitized to achieve the vision 2021.

• The concept is really good, but it is not attracting as much as people because of the poor 

education facility and awareness of the people.

• It is a good approach that Banglalion considers the customers’ response process through

creating awareness to the customers about the feature of the product first which will

serve in the long run.

• Again the initial cost of wimax modem is very high. So, all targeted people are not

financially solvent to purchase this.

• Banglalion target segment should be in the age group of 21-40 in the city area, because-

• This age group represents – self dependent, busy, jobholder or businessmen and has

sufficient money to buy it.

• They become bored with the slow speed internet connection, so they are keen to use high

speed internet.