Marketing Communication Practice by

Advertising Agencies in Bangladesh:

A focus study on selected Ad Campaigns

Prepared for
Mr. Priyabrata Chowdhury   
Assistant Professor
Faculty of Business Studies (FBS)
Bangladesh University of
Professionals (BUP)

Prepared By
Mohammad Abdul Momin
Class ID: Ev.1202027
Evening MBA-Batch 02
Faculty of Business Studies (FBS)
Bangladesh University of
Professionals (BUP)

i|Page
 Marketing Communications Practice by Advertising Agencies in
Bangladesh: A focus study on selected Ad Campaigns

Submitted to
Mr. Priyabrata Chowdhury   
Assistant Professor
BBA & MBA (Marketing, CU)
Faculty of Business Studies (FBS)

Submitted by
Mohammad Abdul Momin
Class ID: Ev.1202027
Evening MBA-Batch 02
Faculty of Business Studies (FBS)

March, 2014
Bangladesh University of Professionals (BUP)

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 Marketing Communication Practice by Advertising Agencies in
Bangladesh: A focus on selected Ad Campaigns

A paper submitted in partial fulfillment of the requirements for the Degree of

Master's in Business Administration

Mohammad Abdul Momin

Class ID: Ev.1202027
Evening MBA-Batch 02
Faculty of Business Studies (FBS)

Mr. Priyabrata Chowdhury   

Assistant Professor
Faculty of Business Studies (FBS)
Bangladesh University of Professionals (BUP)

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Letter of Transmittal

To
The supervisor
Assistant Professor
Faculty of Business Studies (FBS)
Bangladesh University of Professionals (BUP)

Re: Submission of Project report of “Marketing Communication Practice by Advertising

Agencies in Bangladesh-Focus on selected Ad Campaigns” as a part of MBA program.

Dear Madam,

With Due respect, I am submitting my project report on the topic “Marketing Communication
Practice by Advertising agencies in Bangladesh-Focus on selected Ad Campaigns” as an
integral part of our academic course of the Evening MBA program, prepared under your
supervision and guidance.

During the exercise I have tried my best, especially trying to concentrate to follow the guideline.
I would like to mention here that the dissertation has been initiated with the data and
information from different referral books and sources from internet. Here I expressed that the
work has been completed as an original one. Hope this report will serve the academic
requirement of the MBA program as well as contribute to the organization or person those are
interested in advertising.

Again I would like to request your cordial guidelines that are required for me to lead the report
to its successful completion.

With best regards,

Mohammad Abdul Momin

Class ID: Ev.1202027

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Declaration

I do hereby declare that the dissertation work entitled “Marketing Communication Practice by
Advertising Agencies in Bangladesh-Focus study on selected ad campaigns”. Submitted in
partial fulfillment of the requirements for the completion of Masters of Business Administration
in Faculty of Business Studies (FBS), Bangladesh University of Professionals (BUP)

This is my original work and not submitted or published in anywhere.

Mohammad Abdul Momin

Class ID: Ev.1202027

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Authorization Letter

Letter of Endorsements by the Supervisor

This is to certify that Mohammad Abdul Momin (Class ID: Ev.1202027) of Evening M.B.A
Program Major in Marketing has completed the Thesis Report under my supervision. He has
done this Report on “Marketing Communication Practice by Advertising Agencies in
Bangladesh-Focus study on selected Ad Campaigns” As a part of requirement for obtaining
MBA Degree. I have gone through the report and found it to be a well written report. He has
completed the report by himself. He has been permitted to submit the report.

I wish his success in the future.

Supervisor

…………………..
Priyabrata Chowdhury   
Assistant Professor
BBA & MBA (Marketing, CU)
Faculty of Business Studies (FBS)
Bangladesh University of Professionals (BUP)

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Acknowledgement
My sincere effort was to accomplish this task at best with the guidance and coordination of my
supervisor Mr. Priyabrata Chowdhury, Faculty of Business Studies (FBS), Bangladesh
University of Professionals (BUP). I had been allowed to conduct this report on the “Marketing
Communication Practice by Advertising Agencies in Bangladesh-Focus study on selected Ad
Campaigns” as it is entitled. My aim was to make the report as informative and knowledgeable
as possible.

I would like to thank Mr. Priyabrata Chowdhury, my honorable supervisor for helping me to
know all the basics of this report, who guided me throughout my report in order to help me in
understanding. She supports me to understand all the concepts that are very helpful in my report
and gave me sufficient knowledge to overcome all my report difficulties. I also like to thank Mr.
Zia Uddin Adil, CEO of the country’s most promising advertising firm ‘Top of Mind’ famously
known as ToM for his kind cooperation and consent to work with his team regarding this
research project preparation. I want to acknowledge my wife and her friends of BUBT, my
previous colleagues and friends working in different advertising agencies and also my class
friends of the MBA program of BUP.

My friends and senior brothers also assist me by providing the ideas, documents and possible
Guidelines for completing this report in full fledge. So it is worthwhile to show my gratitude
to them for their unconditional assistance.

Finally, words alone cannot express the thanks I owe to Almighty Allah, who gave me the
opportunity to complete my work according to the best of my abilities.

Mohammad Abdul Momin

Class ID: Ev.1202027

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Executive summary
The Objective of the report is to study the advertising Communication Practice by different
agencies in Bangladesh, to find out how an advertising agency works and their role in marketing
sector.

In order to achieve the above mentioned objective and finish the study to perfection, I have made
a judicious and a balanced use of primary sources as well as secondary sources of data
collection. The personal sources comprise of direct interaction of my previous personal work
place and communication with some known advertising agency personnel.

I tried to research with some questionnaire that would serve the purpose in the most efficient
and productive way. Due to factors like lack of cooperation anticipated from some agencies,
considering of the secrecy of data made me to resort to secondary sources like internet, websites,
magazines and newspapers.

In this study I have observed many a fact of advertising agencies- their strength, weakness,
opportunities and threats which deserve a mention.

Most of the advertising agencies are basically interested in just the needs of the consumer
irrespective of the nature of the product or service proposed to be advertised.

The primary objective of the agencies is basically profit generation and profit maximization.

The agencies conduct SWAT analysis of the client but not of the product at the time of accepting
an assignment.

There is not dynamism in these agencies as far as expansion plans are concerned, diversification
objectives are involved or specialization motives are in question.

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The agencies are highly committed to their activities but sometimes they tend to be over
professional in their attitudes, over reserved in the choice of strategies, over confidential in their
operations.

Not many agencies are laying too much emphasis on selection of proper human resources or
managerial personnel. They appear over burdened by objectives of cost control.

There is not proper training imparted to people working in the modesty positioned advertising
agencies. Due to this, there is lack of specialization, improvisation and dynamism.

The advertising business is such a lucrative one that very many people are employed in the
sector as specialists and non-specialists.

Advertising message often extol the good qualities of products or service. For consumers to
continue to buy these product or service, manufactures or organization are compelled to adhere
to the advertised qualities, for if they allow the qualities to drop, consumers will buy less of their
products or services and patronize their competitors instead. This thus ensures that
manufactures and organization do not allow the quality of their products or service to fall below
a standard that is acceptable to consumers.

Many things that make life easier and more pleasant like radio, television, fan, video, computer,
and motor cars and so on are not necessities but comforts. The comparative inexpensiveness of
these products are made feasible through mass demand, a “by- product” of mass awareness
created by advertising. This evidently shows the link between advertising and standard of living
in a society.

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 Table of Content

Sl Content Page
Cover Page i
Title Page ii
Title Fly iii
Preface Letter of Transmittal iv
Authorization v
Declaration vi
Acknowledgement vii
Executive summery viii
Table of content x
List of Table & Figures xii
Abbreviations and Acronyms xiii
1.1. Background of the Study 1
1.2. Introduction of the study 2
1.3. Integrated Marketing Communications 3
1.4. Advertising & Its Types 5
1.5. What is Advertising Agency? 7
1.6. Types of Ad Agency 8
Chapter 1 1.7. Roles of Ad Agency 9
1.8. Ad Agencies Functions 10
1.9. Why client hired Ad Agency? 12
1.10. How Agency Works? 14
1.11. Agency Department 15
1.12. Structure of a Full Service Agency 18
1.13. Objectives of the Study 21
Chapter 2 2 Research Methodology 22
2.1 Data Collection Procedure 22
23
2.2 Sample Size Calculation/Sampling
23
2.3 Data Analysis
23
2.4 Scopes and Limitations
23
Literature Review 24-31
Chapter 3

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 4.1 Marketing Communication Practices by Advertising 32
Agencies used in Bangladesh

4.2 Current Status of Advertising Agencies of 34

Bangladesh

4.3 Top Agencies in Bangladesh 36

4.4 Problems and Challenges of Ad agency facing in

41
Bangladesh

4.5 How they faced/ overcome challenges and solve the 44

Chapter 4 problems

4.6 Future Prospects of Ad Agency in Bangladesh 45

4.7 Current Agency Compensation Practices in Bangladesh 47

4.8 Measuring Effectiveness of Advertising Efforts 48

4.9 Ad Agencies Contribution in Bangladesh Economy

52

4.10 Focus Studies on selected Ad Campaigns in Bangladesh 53

4.11 Findings & Discussion on focus studies 66

Chapter 5 Recommendations and Conclusion 69

References 71

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List of Table
Table 1 Leading Advertising Agencies in Bangladesh 37

Table 2 Agency Commission methods for Ad Agencies 48

List of Figure

Figure 1 Integrated marketing Communication (IMC) Framework 04

Figure 2 Structure of a Full Service Advertising Agency 18
Figure 3 Methods of Different Agency Compensation 47

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Abbreviations and Acronyms
Ad Advertising

IMC Integrated marketing Communication

B2B Business to Business

TTL Through the Line

E- Commerce-Electronic Commerce

E- mail Electronic Mail

BBF Bangladesh Brand Forum

ATL Above the Line

BTL Below the Line

JWT James Walter Thompson

G2 To Global

MCL Mediacom Limited

E-Business Electronic Business

ToM Top of Mind

GP Grameenphone

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