A Report on Advertising Campaign & Media Plan of

BUBT

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.
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• It is situated in a backward area of Mirpur.

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

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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:
Total cost
Tuition fee per Total
Total tuition for the
Program credit hour semester fee
fee Taka program
taka Taka
Taka
BBA 1400 1,73,600 48,500 2,22100
B.A Hons in English 1000 1,20,000 40,000 1,60,000
B.Sc Hons in Economics 1000 1,20,000 45,000 1,65,000
B.Sc in CSIT 1400 1,75,000 54,000 2,29,000
B.Sc in CSE 1400 1,79,000 65,000 2,44,200
MBA 1400 89,600 31,000 1,20,600
EMBA 1400 63,000 27,500 90,500
LL.B (2 Years) 60,000
M.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 Creative Technology

and Technology 34. Southeast University
2. American International University - 35. Southern University
Bangladesh (AIUB) 36. Stamford University
3. ASA University Bangladesh 37. State University of Bangladesh
4. Asian University of Bangladesh 38. Sylhet International University
5. Atish Dipankar University of Science 39. The Millennium University
and Technology (ADUST)
40. The People's University of
6. Bangladesh Islami University Bangladesh
7. Bangladesh University 41. The University of Asia Pacific
8. Bangladesh University of Business 42. United International University
and Technology (BUBT)
43. University of Development
9. BRAC University Alternative (UODA)
10. City University 44. University of Information
11. Daffodil International University Technology and Sciences (UITS)
12. Darul Ihsan University 45. University of Liberal Arts
13. Dhaka International University Bangladesh (ULAB)
14. East Delta University 46. University of Science and
15. East West University Technology Chittagong (USTC)
16. Eastern University 47. University of South Asia
17. Gono University 48. Uttara University
18. Green University of Bangladesh 49. Victoria University of Bangladesh
19. IBAIS University 50. World University of Bangladesh
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

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Now we are describing about some of the competitor universities position &
promotional efforts. They are given in the followings-

Daffodil International University

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 19th 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 paper
• Comprehensive in scope covering an extra ordinary variety of topics
and interests
• Timeliness papers primarily covert today’s 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

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:
• BTV
• nTV
• ATN
• Channel i
• RTV
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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 Message: Bangladesh

environment of University of Business
BUBT & Technology

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

2. Students and Message: Highly

teachers in the class. 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 Message: Well

students are in the equipped Class room
classroom with with advanced
multimedia teaching method
presentation
Voice: Inter active
learning in a practical
approach to education

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Scene Description Scene Dialogue

5. Lab class full of

students with
computer Well equipped
classroom

6. Students reading in Voice: Repository of

the library knowledge &
workshop programs

Message: Rich library

and laboratory

7. Big cafeteria with

full of students, who Voice: Students with
are taking meals. unique background
sharing common
interest

Message: Attractive &

Demanding Programs
in different discipline

8. Picture of V.C. Sir

North American &

European Standard
Academic Curriculum

Scene Description Scene Dialogue

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Voice: With the vision

9. Picture of of academic
reception room with excellence,
students, guardian Bangladesh University
and staffs. of Business &
Technology is a gate
way to analyze
opportunities

Messages: Free
foundation classes

10. Building of Message: Think More

BUBT and designed
logo and background. 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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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 Total

BTV Fixed position 1 22500 5 112500 +
times 16875*VAT 129375
Just before 1 time 19500 12 234000 +
news 35100*VAT
Channel st
1 mid in 1 time 19500 12 234000 +
i News 35100*VAT 717600
Fixed position 2 9000 4 72000 +
times 10800*VAT
Mid breaks in 2 10500 4 84000 +
film or times 12600*VAT
program
Just before 1 time 22500 17 382500 +
news 57375*VAT
Fixed position 1 time 10500 20 210000 +
31500*VAT
Mid breaks in 2 12000 20 480000+
nTV film or times 72000*VAT 1371375
programs
1st Spot 1 time 30000 4 120000 +
1st Mid 18000*VAT
in News
Standard 1 time - 30 360000 +
package offer 54000*VAT
Before news 2 15000 10 300000 +
ATN times 45000*VAT 621000
Mid breaks in 2 12000 10 240000 +
film or times 36000*VAT
programs
RTV Standard 1 time - 30 300000 + 345000
package offer 45000*VAT
Total 3184350

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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):

Name Position Inch Amount Day Sub total

(Tk.) (Tk.)
Prothom alo Back 10”x7” 6500 8 1820000
rd
Amar desh 3 page 10”x7” 3000 5 525000
Jugantor Inner 10”x7” 2300 5 402500
rdpage
Daily star 3 10”x7” 3000 5 525000
Total 3272500

15.3 News Paper (Cost):

Name Period Times Amount Days Sub Total Total

(Tk.) (Tk.) (Tk.)
Radio Standard 4 600 30 72000
Today time times 207000
Prime 6 750 30 135000
time times
Radio Prime 4 800 30 96000 96000
foorti time times
Total 303000
15.4 Billboard (Cost):
The billboard cost has been estimated on an average Tk 2,00,000.

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

Medium Cost
TV Tk 3184350
Newspaper Tk 3272500
Radio Tk 303000
Billboard Tk 200000
Contingencies Tk. 40150
Total 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 $2500
st
Gate and banner for 21 February $1000
st
21 February open art competition $2000
and cultural program
Beautification $10000
Job Fair $5000
Admission Fair $1500
Sales promotion(special discount) $1000
Extras $2000
Total $25000

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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.

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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.

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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]

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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}

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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

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Tel: 8057581-2, 90015397, 01190658100, 01819430430

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

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