1) What is entertainment marketing? Entertainment Marketing is one of the fastest growing elements within the marketing mix today.

It helps create an emotional connection with your target audiences, keeping your brand relevant and generating tremendous results. It is also a discipline with a complicated history. It often resides with advertising agencies, media agencies, promotions agencies you name it, its been there. The placement of brand references within mainstream entertainment (called here entertainment marketing) is a rapidly evolving marketing communications field in its scale and sophistication. Much previous research in the field has conceptualized entertainment marketing as promotion and focused on measuring consumer attitudes, purchase intention and brand recall in response to exposure to brand exposures. For examples: At MSLGROUP Entertainment, they strongly believe that the kinds of work they do in public relations from cutting edge digital work to top media relations programming to creative launches and campaigns complements entertainment marketing perfectly. They are able to pair our entertainment savvy with public relations to create strong, sustainable programs that produce award-winning results. The key to successful entertainment marketing programs lies in the relevance and connection between the brand and the entertainment proposition your target audience is passionate about. We focus on connecting clients brands to programs that make the most sense for the brand, and developing ideas and plans for integrating the brand with the entertainment world. By using innovative thinking and unique processes, our team uses a 360 degree marketing approach to deliver holistic programs including elements like Web sites, on-pack promotions, in-store promotions, TV, media coverage, digital elements and more. They execute all kinds of entertainment-driven events, including product launches, media events and stunts, and deliver strong product and branded messages with top entertainment media. From media expertise and event production to deep-rooted contacts within the film, music and television industries, and their MSLGROUP Entertainment team provides a great service to the clients. While just a few of the core services are

presented above, the MSLGROUP Entertainment team has the expertise to create entertainment programs that will add value to your brands 2) Scope of entertainment marketing in Bangladesh. In the case of event management they might target their audience by using the news media, hoping to generate media coverage which will reach thousands or millions of people. They can also invite their audience to their events and reach them at the actual event.

3) How a person can be marketed? A person can be promoted by different ways through entertainment marketing. It totally depends on the skills and abilities a person has. The different most effective ways of entertainment marketing are given below: A person can be promoted through different product or service advertisement. TV advertisement is most effective to promote someone. A person can be promoted by different media firm like production house. He/ she can be taking an important role of any movie or drama. A person can be promoted by different TV shows like Close-up 1, Rodies and others. He / she needs to show the better performance in terms of his/ her quality. A person can be promoted by radio channel like radio jokey or as a singer. A person can be promoted through play an important role of music brand team like Miles, Aurthohin and Shironamhin. A person can be promoted through be a player of a popular sports/ games team.

4) How celebrities can be marketed? Nowadays it has become very important for celebrity to find the suitable marketing strategies to survive in the media/showbiz world. Besides, the film/song/program of celebrity depends on the

proper presentation before the audience according to their needs and demands of modern time. Specially, in the film industries we see that how a celebrity work hard in marketing own self to make his/her film/program successful. Some ways are here: Celebrity can be marketed in modeling(fashion show), play(drama), advertising, interview in newspaper, by making own website, opening fan page in face book, writing in twitter or blog, to promote their movie/program like dj show in various mall or educational institutions, to organize the theater play in abroad, to show the movie in cinema of abroad. Besides celebrity is promoted as brand ambassador of any product/service of any company or works under famous organization like UN/any charity firm to promote them. Besides they spread gossip to keep them in the news all the time. 5) How an event can be marketed? In recent years many companies & business organizations in Bangladesh are arranging various kinds of events for promoting on the other hand events are great chances to connect with customers and spread the word regarding a companys products and services. However, without the proper marketing for arranging event, it will likely be under attended and a waste of valuable business resources. It is getting tougher day by day in todays Bangladeshi markets to arrange a successful event. So we have some ideas by which a successful event can be arranged. The ways are; 1) First step for promoting an event with social media should be creating event pages on the top social networks such as Facebook. This event page should provide all essential information such as date and location information as well as the basic details for why the event is being held. 2) Free event tickets can be provided to a certain number of attendees who post links to the event page on their social media profile pages. 3) Find out for a media partner which will telecast your event live in their TV channel. 4) Poster the neighborhoods near where the event is occurring: churches, schools, libraries, bookstores, health food stores, cafes, offices of related organizations. 5) Giving advertisement in different newspapers & TV channels. 6) Try to find out some well known companies who want to be the sponsors for the event.

6) How a Media firms can be marketed?

A media firm is a company which works as a Communications networks, including newspapers, radio, magazines, the Internet, and television that disseminate information to the public. In Bangladesh there are so many media firms. Some of the media firms are very popular or some are less popular. So promoting a media firm in a competitive market like Bangladesh is little bit tough.

a. Advertisement---------1) Print (daily newspaper), 2) Broadcast (various TV channel), 3) Outdoor (billboard on the road), 3) Documentary films 4) Social communication & Public relation. b. Corporate program: They can plan and organize the corporate events, road shows, product launch shows, trade biz shows, events for various multinational companies and foreign banks, theme party shows, managing business shows, conferences, national and international seminars, B2B shows, B2C shows, training programs, leisure & adventure offsite, dealer meets, incentive tours, executive meetings, Annual Day Celebrations, Award Ceremonies, Celebrity Shows, Millennium Parties and Annual Bashes at cheap rate or add more service within the contract price to promote/ market their firm in general. c. They can also promote or market themselves in organizing personal program like wedding ceremonies, birthday ceremonies, marriage anniversaries, annual picnics and other occasional functions. In these function they can promote their media firms and market their services. d. They can make aware the people about social rules & regulation about traffic rules or bad effects of smoking/eve teasing and thus they can market themselves. e. To organize cultural events like folklore, traditional folk evenings, awareness shows, theme parties, charitable shows etc to market their media firms. f. Hire the celebrity person to promote/market (specialized in this industry) their media firms. g. we can create fan pages about this firm in Facebook or Twitter because today, this approach is the
fastest way to reach customers as most people are regularly using the Internet especially the young generation which should be the main customer of this firm where they can see the services given by this firm & who are with this firm.

7) Present condition of entertainment marketing in Bangladesh. There is no formal way for tracking of Entertainment market in the country. According to formal media sources, a total of 150 agencies are registered with Bangladesh Television (BTV). However, maximum market share is hold by the top nine advertising agencies of the country. These agencies are Adcomm, Asiatic, Bitopi, Unitrend, Grey, Interspeed, Popular, Madonna and Matra. Other advertising agencies claim only a low share, while the rest is accrued to in-house advertisement of business firms and enterprises. There are various types of advertising agencies in Bangladesh. Advertisement media in Bangladesh can be classified in two categories based on the placement strategy Above the Line (ATL) category and Below the Line (BTL) category. ATL includes newspapers, magazines, radio, television, and satellite & cable television. Placement strategies under BTL includes event management, in-house advertisement (company performing own advertisement) at point of purchase, outdoor advertisement (billboards, hoarding, neon signs), innovative activities (jatra, street drama) and advertisement on vehicle bodies and fliers. The tariff structure of advertisement varies depending upon the type of media and the time or space used. A 30seconds advertisement on Bangladesh Television is charged Tk.9, 450 at peak hours (7 PM till the end of days transmission) and the amount increases by surcharge (50 % for fixed time, 70 % for immediately before or after the news, 80 % for mid-breaks in films and 100 % for mid-break in news). Rates are almost half during transmission hours before 7 PM. The commercial time allowed to a sponsor in a 60-minute program is up to 180 seconds and the rate charged per episode or program is Tk.80,000 early time, Tk.1,00,000 for peak time. Bangladesh Television offers a discount of 25 % on advertisements of books and magazines not containing any advertisement and activities of registered cultural organizations. However, imposes an additional surcharge of 60 % on spot and sponsored advertisement for all products, which are produced or assembled outside the country. Rates charged by the Bangladesh Radio are much less: Tk.600 for each transmission of a 15-seconds advertisement from 1st to 51st time. Bangladesh Radio charges Tk.45, 000 for sponsorship of a cricket match and Tk.30, 000 for that of a football match (Bangladesh Betar). Private TV channels charges are more than above mentioned.

The clientele of advertising agencies primarily comprise of private national companies (PNCs), multinational companies (MNCs), and Non-Government Organizations (NGOs). The MNCs comprise maximum media share followed by the PNCs comprising. The major client of the print media is the government. The advertising business is governed by the competition prevailing in the market; products having high competition advertise more. Also consumer goods hold higher portion of the advertising budget. Also evident the industries having a very high local demand depend on advertising. Export oriented companies having gradually started to use the expertise of the advertising industry especially in the area of brochure development. The legal aspect of advertising is controlled by the government through a requirement of the media to sign contracts with advertising agencies or the advertiser for all types of advertisement. The general terms and conditions of the contract are to conform to law and regulations relating to printing, publication and mass communication. The Ministry of Information is the primary controlling authority and may decide to change all or a part of terms and conditions of contracts with the advertising media. Advertisements related to drugs, cigarette and the like require prior permission of the Ministry of health. Also, the government has set an ethical code of conduct, although not adopted as a legal document, for advertising agencies and for the media. The code urges the agencies to refrain from advertising products like alcohol, cigarette, baby medicine, food and cereal, undergarments for both men and women, and contraceptives (except birth control pills). The media in general is expected to abide by social norms and moral value, refrain from direct attacks on any religion, person or organization, as well as from obscenity and vulgarism, and from using historical leaders and political leaders in advertisements. Advertising is the most difficult and challenging task of a firm. It is difficult to say that when and where advertising firms started their business in Bangladesh. Whatever Bitopy, East Asiatic, (Asiatic) started their business in 1967. Other firms entered into the market after independence (1971). Advertising firms in Bangladesh are not well organized. So it is hard to collect data from these firms. People of Bangladesh are well known to Above Line Category Advertisement (Newspapers, magazines, radios, televisions and satellite channels). Below Line Category advertisement is a new concept in Bangladesh. Few people are familiar with the concept of event management, in house advertising, at point of purchase etc. In Bangladesh price of advertisement depends on popularity of channels. Bangladesh government is the main client of print media on the contrary multinational companies bear advertisement than private national companies. Legal aspect is totally controlled by the Ministry of Information and Ministry of Health. Demand for advertisement has increased. In our country most of the advertisements are emotion based than creative (GPs Adv). Maximum advertising companies pay more attention on product than the benefits and experiences are produced by the goods (Banglalinks Adv). Many advertising firms represent fake information in their advertisement (fair & lovely). In our country advertising is not pre and post tested by customers. They try to do link between

product and advertisement. They forget that they should do link among publicity, product attributes, benefits, values, culture, personality, and customer. If we want to get retrieve from it, we need to acquire both theoretical and practical knowledge about it. If the students get modern lab facility from university then they will be able to produce effective advertisement. And this industry will be more attractive for career development. So each business faculty should introduce advertising laboratory for gathering practical knowledge. And that is expected to all of us. As it is a potential industry in Bangladesh.

8) Future prospects of entertainment marketing in Bangladesh. In our country the future prospects of entertainment marketing in Bangladesh is very bright. People now related to entertainment industries are promoting their products and services in various sectors like electronic media, Facebook, twitter, media conference, newspaper etc. nowadays we see various ads in newspaper about fantasy kingdom, foyzlake, nondon park and it proves that the way of communicating with the people is changing with the time. Then tourism hotels are also promoting their services through electronic media. Sometimes owners of this kind of industry sponsor various kinds of programs of various TV channels. Nowadays various kinds of company organize their program through media firms and this tendency has proved their difference in promoting their products & services which were not in past in their communication. Celebrities nowadays reach to the mass people to promote their film/album of songs/any program which we see in India and its effects are influencing our promoting styles. Another point is that