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Submitted to:
Khondaker Sazzadul Karim Associate Professor, Marketing Faculty of Business, NUB.

Submitted by:
Group: Clitoria Members of the group: Name I.D. Syeda Bashira Khatun BBA080260787 Mrinaliny Bhoumick BBA080260796 Md. Abu Raihan BBA080260770 Ranjit Kumar Sarkar BBA070260577 Session: Fall 2011 Section: BBA A Course Title: Integrated Marketing Communication Course Code: MKT 4208 Date of submission: 11 December, 2011.


We would like to express our gratefulness to the esteemed supervisor Khondaker Sazzadul Karim Associate Professor, Marketing Faculty of Business, NUB. Under whose careful supervision and guidance, continuous cooperation, advice and suggestions during the period of study. Without his involvement and inspiration this work will not be completed. We would remind for the help of all my friends. We express our deep gratitude to our parents and all of our family members for their endeavor co-operation to complete this work. Without their continuous inspiration, encouragement, support and blessing, the present achievement would not have been possible. We are indebted to the authorities of Country Lounge for providing us with an opportunity to conduct this study in their organization. We are grateful to all the respondents who help us by responding to the interview with their great effort, time and patience. Sincere thanks are also due to all others who are related directly or indirectly to the completion of this work. Finally, our cordial thanks go to all our friends and well-wishers in NUB and other places that have directly or indirectly encouraged and gave us necessary help and suggestions during preparation of this term paper. Once more time to sir, we owe more than we can mention mostly teaching us to see the positive aspect in every situation.

December, 2011



December 11, 2011 To Khondaker Sazzadul Karim Associate Professor, Marketing Faculty of Business, NUB.
Subject: Submission of the assignment on IMC Plan of Country Lounge Restaurant in Khulna City.

Dear Sir, We are pleased to submit the study report on IMC Plan of Country Lounge, which has been prepared as per requirement. We have tried our best to make the research as comprehensive as possible. We have employed our best effort to achieve the objective of the study during the period of around 10 days and that our endeavor will serve the purpose. We are much grateful to you for your wholehearted co-operation extended to us. Therefore, we would like to request your good self to accept our study report and oblige thereby. If any confuse arises, we would be available for interpretation any time and also expect your generous attention to it. Syeda Bashira Khatun Mrinaliny Bhoumick Md. Abu Raihan Ranjit Kumar Sarkar ID No. BBA 080260787 ID No. BBA 080260796 ID No. BBA 080260770 ID No. BBA 070260577


Country Lounge is a restaurant of Bangles, Chinese, Indian Thai, Asian, Turkish and Fast food. We want to do its advertisement for to make it well-known to the customers. The reader interest must 1st arouse before there is possibility of making sale. In a display advertisement we use an attention compeller. If we have aroused the readers interest, created enthusiasm to buy the action line should inspire the urgency to possess. Its a restaurant business so its advertisement headline should be attractive to bring the attention of the target customers. Relax and enjoy food and drinks amongst friends, family and with some 1 special. In some cases sub-headline could be avoided depends on the advertisements attractiveness. Country Lounge Restaurant. The Country Lounge is a restaurant which environment is designed keep in mind the home friendly. Here special arrange for family and children. They briefly concrete on that fact; because they are new in restaurant business. For that they bring Ayub Bacchu in their launch function. Here on any special occasion we can offer some types of discount or package. We designed our message strategy considering our social value. We will design billboards and leaflets message on different social occasion and also for any special offer. Storyboards are graphic organizers in the form of illustrations or images displayed in sequence for the purpose of pre-visualizing a motion picture, animation, motion graphic or interactive media sequence.

Cover page Acknowledgement Letter of Transmittal Executive Summary Table of Contents S.N. Particulars 1.0 2.0 3.0 Introduction Advertisement The Structure of an Advertisement 3.1The Headline (The Promise of Benefit) 3.2Sub-headline (The spelling out of the promise) 3.3Amplification 3.4Proof of the claim 3.5Action to take 4.0 Country Lounge selected advertisement media and message strategy and advertising appeal Advertising Story book of Country Lounge Participation of the Members References I - II III IV V VI Page No. 1 1 1 1

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5.0 6.0 7.0

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