Letter of Transmittal

26th December, 2019

Ms. Israt Jahan Linda
Lecturer,
Marketing and International Business
North South University,
Dhaka, Bangladesh.
Subject: Submission of the Group Project on different IMC.

Dear Ma’am,
It is our pleasure and honor to have the opportunity to submit our group project as a part of our
academic activities. We have put our maximum effort in this group project. We have shown our
uttermost gratitude for the opportunity you gave us to implement our an alytical thinking and
interpretation skills that will help us in building our future career with a mind for thinking about
the environment. We anticipate learning some real-life lessons. We would be delighted to furnish
you with any details, if required. We, therefore, would like to place this report to you for your
kind consideration.

Yours Sincerely,

From group member:

M. Rasel
Mehedi Hasan
Md. Rokibul Hasan
Md. Fahim Ul Islam
S.K Tanvir Alam
Jubair Md. Ibrahim
Md. Afif Hasan
Shajjah Rifat Hossain

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Acknowledgement
We want to thank Ms. Israt Jahan Linda, an honorable lecturer under faculty of business
administration, for her guidance, supervision & suggestion throughout of the study period of our
report. Her continuous support and re-enforcement has encouraged us to do the study work
properly. We acknowledge with great appreciation and cooperation for giving her valuable
comments and encouragement at different stages, particularly at the beginning of the study.

We are grateful to those people who are working in this industry and are related to this
business. It's because of their provided valuable information and honest replies, we are able to
complete the significant part of this report. Also, we would like to thank our parents for the
financial support and encouragement to complete this report.

All over and again we extend our heartfelt thanks and respect to Ms. Israt Jahan Linda,
who always tried to make us understand the new difficult things in an easy way. Lastly, we are
grateful to the Almighty, for keeping us safe to be able to complete the report within the given
time period. For our project, we have picked a few Integrated Marketing Communications
campaigns operated by different brands under this Procter & Gamble different marketing
theories and Different Bangladeshi IMC and Non Marketing Example. Those are shown as
following:

Topic: Compliant theory

How can complaint personalities be used to promote a product?
One who desires to be loved wanted & appreciated by others is a complaint person. This
personality can be used to show positive messages in a commercial.

International IMC:
The advertisement we’ve chosen is of a campaign by P&G operated in Ghana to make people
conscious about drinking safe water.

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Link:https://youtu.be/eNWrZUQ2tCE
Why have we used this advertisement?

It is actually a P&G campaign here we see Bechibila Mpuanmor from North Ghana who was a
physical disabled. She felt she cannot do anything that others can do because she can’t walk
when she was young she was always worried about how I would contribute in life. Their main
source of water in this community is river water. So like everyone she was constantly falling sick
for drinking dirty water. Children suffering hurt her badly so she was inspired to educates her
community about the importance of clean water and spreading the word about the P&G Purifier
of Water packets, which transform dirty water to clean water in only 30 minutes. As a volunteer
she goes from house to house with the support of her bicycle. Everyone appreciate her for her
voluntary job .

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National IMC:

Link: https://www.youtube.com/watch?v=UvTZCid5ewQ

Why have we used this advertisement?

In this TVC we see two kids, one of them live in the town another live in the village. One Day
urban kids go to village. And he was very happy because everyone is very friendly he gets lots of
friend and play lots of game. But he noticed when they take food they are not washes their hand.
So he wrote a letter to one of those friends with Dettol Hand washes for protect those friends.

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Non Marketing Example:

For Non Marketing Ads we choose Himu because he is a character who desires to be loved
wanted & appreciated by others is a complaint person. Himu or Himalay (Bengali: হিমু or হিমালয়)
is a popular fictional character created by the Bangladeshi writer Humayun Ahmed who
appears in a disjunctive series of novels.

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Topic: Trade or spokes-characters
How can a spokes character help a brand sell more?
A "spokes character," or trade character, is an animate being or animated object used to promote
a product, service or idea. Spokes characters can be classified on the basis of their physical form,
the medium in which they appear, their origin and their role in the promotion of the
product.  Characters create product identification, give a product personality and provide
continuity over time. [CITATION Spo03 \l 1033]

International IMC:
The Spokes character we’ve chosen is, Mr. Clean who represents the brand name and mascot
fully owned by Procter & Gamble, used as an all-purpose cleaner and melamine foam cleaner.
Clean even comes with a background and story behind personality. “Mr. Clean learned to be the
best at what you do, you need to work harder than everybody else.”[CITATION Abo171 \l 1033].

Why have we chosen Mr. Clean?

Mr. Clean is the classic example of a spokes-character representing a brand all the way. Since the
very beginning, the character is representing the cleaning products of this brand. The character
and the product go hand in hand, and is recognized by everyone in association with the spokes
character.

Link: https://www.youtube.com/watch?v=Da_dLjHqQoY

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National IMC:

Link: https://www.youtube.com/watch?v=0AHZ8jN9YSg

Why have we used this advertisement

In this TVC we saw a “spokes character” who is misquote who wants to bite people always. And
create a misquotes battalion to attack a house then come a housewife with Xpel misquotes killer
and spray Xple and every misquotes fall down in floor.

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Non Marketing Example:

Link: https://www.unicef.org/bangladesh/en/meena-and-unicef

We saw Mena Cartoon that’s was used by UNCEF for awareness animated film series to
entertain and inspire girls, their families and communities across South Asia. Meena is the
heroine of this series.

Topic: Physical Appearance

How does Physical Appearance help with marketing?

People tend to attribute the qualities they associate with certain types of people to others who
resemble them, whether or not they consciously recognize the similarity. Attractive models are
likely to be more persuasive and have a more positive influence on consumers’ attitudes and
behavior.

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International IMC:

The advertisement we’ve chosen for representing physical appearance is, Olay Total Effects:
This advertisement for Olay Total effects depicts a beautiful woman with smooth skin devoid of
wrinkles or blemishes. The advertisement states, “Join me in the battle against aging.” The ad
implies that the Olay skin cream will prevent dark spots, dry skin, dull skin, lines and wrinkles,
sagging skin, help open pores, and with uneven skin tone.

Link: https://www.youtube.com/watch?v=2dkIbcVzeps
Why did we pick this advertisement?
This ad influences women who are aging. After the age of 30 women start having dark spot, dry
skin, dull looking skin, lines and wrinkles and many other problems. They start losing
confidence. They might not have enough time to look after themselves. Good looking people are
more socially accepted. So, they are using a celebrity who is at the same situation like other to
attract more customers.

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National IMC:

https://www.youtube.com/watch?v=rpO7QXlrQxM

Nature of Bangladeshi skin needs extra attention because the climatic conditions are not mild
like that of temperate climate. If we do not pay extra attention to our skin, then early age
wrinkles, pimples and other skin problems will make their presence felt sooner than later. With
some care and effort, these undesirables can very well be prevented. Meril Splash started their
journey with the promise to serve us with fresh and clear skin. Meril Splash will give us the
experience of freshness like no other. The natural ingredients are proved and tested by time and
are trusted to deliver certain benefits. The advertisement of the soap has a information of social
message. The tagline of the advertisement is ‘ Fresh is beautiful’ creates a distinct position in the
minds of consumer, and main message is that girls external beauties is also important.

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Non Marketing Example:

My sister (cousin) who is a model and actress she is using Fair and Lovely from her childhood.
By using fair and lovely she is enjoying her bright and spotless skin, and she accept this fair and
lovely increases her beauty.

Topic: Need for achievement

How can Need for achievement be shown through IMCs?
People with the need for achievement is recognized by their wish to take over a responsibility for
finding solutions to problems, working hard to achieve something better than what’s already
there. They like to work on their skills to get better results and overcome challenges.

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International IMC:
The advertisement we’ve picked is from campaign of a brand called a SK-II (pronounced S-K-
Two), which is a Japanese prestige beauty brand launched in 1980. It is owned by Procter &
Gamble and marketed as a premium skin care solution in East Asia, Australia, Europe, North
America, and South America.

Link: https://www.youtube.com/watch?v=MnbOlx6n7zI

Why did we choose this campaign?

In this advertisement, we hear Academy Awards and Golden winner Australian
actress and theatre director Cate Blanchett talk about how she was afraid to take a
new opportunity in her own life. The moment she let her fear go, she was able to
accomplish a more successful career and content life. She says that the only thing
holding her back was herself. She believes that embracing change can be a very
fulfilling experience that lead to bigger achievements. This advertisement uses a
very successful spokesperson to tell women that there is nothing as a fixed destiny,
we all can achieve what we want if are brave enough. She believes in embracing
change and we should too, which can be very inspiring for a lot of women.

National Example:

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Why did we choose this campaign?
Minor skin problems like chapped lips, small cuts and wounds, and skin dryness are
experienced by almost everyone. But in case of people living in poverty, these small skin
problems can turn into major issues. From that thought Unilever Bangladesh Limited’s
skincare brand - Vaseline has initiated its 'Vaseline Healing Project' to help heal the skin
of underprivileged people of Bangladesh. Unilever has teamed up with TMSS, one of the
biggest NGOs in the country, to provide free skin care treatment along with petroleum
jelly to the poverty stricken people. They provide free Vaseline petroleum jelly to poor
people, and they tried to help poor people. As a result people are benefited to get this
product, and this jelly makes them happy with is shown this advertisement .

Non marketing example:

My collage teacher we called him Salim sir who is one of the famous teacher in our collage, and
he is very much stablished. He is an English teacher. He always tries to help students especially
poor students who are not able to bear collage’s tuition fees. Salim sir also provides free tuition
classes in his own coaching centre.

Topic: Optimum Stimulation Level

(OSL)

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How does OSL help with marketing?

Consumers seeking thrills, adventure, novel product, new experiences, fantasies, cognitive or
sensory stimulation, escape from boredom, and alternation among familiar things have been
identified as engaging in exploratory consumer behaviors in order to raise their level of
stimulation in life.

International IMC:

Link: https://www.youtube.com/watch?v=SgHE79eeVDc

The TV commercial we’ve picked for OSL is of, Gillette, "The Best A Man Can Get": Gillette
is a brand of man's and women's safety razors and other personal care products including shaving
supplies and other cosmetic product including Razors, Blades, Shaving pre and post products
like shaving creams, shave gels, shave foam, deodorants and body washes.

Why did we pick this TV commercial?

The TV commercial I’ve chosen targets consumers who want novel products that have also some
form of risks and unique experience attached to them. In this advertisement, Messi (football
player) and Roger Federer (tennis player) targets the consumer. The Gillette Company gave
some new types of razor to them. Those razors have unique style, more flexibility, more
attractiveness and with better blades. Both of them use these new razors for a unique experience.

National IMC:

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 https://www.youtube.com/watch?v=nKVIjcaSe5o

Why did we pick this advertisement?

The TV commercial I have chosen targets consumers who want new experiences and want to
escape from boredom. In this advertisement, Hasan Emon (Bangladeshi model) targets the
consumer who feels bored and tired after working all day long. In this TV commercial, after
working all day long Emon feels tired and bored. Then he takes a shower with not an ordinary
soap but Ice Cool soap and then he feels chilled and refresh and goes to a party to enjoy. Here
Ice Cool soap gave him a unique experience and he got rid of boredom.

Non-marketing example:

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 https://www.724perfumes.com/uae-10-best-men-s-perfumes-t24864-en

I had a classmate in my college who was a perfume lover and a seeker of new experiences. So he
always bought different types of perfumes to experience something new.

Topic: Endorsement
How can a celebrity image be used in advertisement?

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Getting a famous person to promote your product is a form of endorsement marketing.
Customers willing to provide testimonials about the quality of your product and the efficiency of
your staff constitute endorsements. Endorsements can be especially effective when you enlist the
approval from trusted figures

International IMC:
Head & Shoulders is an North American company of anti-dandruff
and non-dandruff shampoo produced by parent company Procter & Gamble that was introduced
in 1961. By 1982, it was the "number one brand" of shampoo, and it was considered the number
one hair care brand that gets a lot of ad dollars as Head & Shoulders, a twenty-year-old brand,
and no other brand matches its sales", despite it being a "medicated" shampoo.

Link: https://www.youtube.com/watch?v=AxjKUb6zfko

Why did we choose this advertisement?

In this advertisement we can see that the famous model host and producer Sofia Vergara who is
also a well-known face as an actor. In this advertisement we can see that she suggests her son to
use head & shoulders shampoo because her son is about to go an interview. Because this
shampoo destroys dandruff from the scalp and feels confident. She describes this as an expert.
This is a pure example of endorsement where a celebrity is used for the product promotion as an
expert. It seems that the celebrity uses the product and it attracts the consumer.

National IMC:

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Link: https://www.youtube.com/watch?v=igA02wAjGaw

Why did we pick this advertisement?

In this advertisement, we can see the famous cricketer Shakib Al Hasan as an actor. We can see
that he suggests his sister and her family to use Lifebuoy hand wash to stay safe from germs.
This is a pure example of endorsement where a celebrity is used for the product promotion. It
seems that the celebrity uses the product and it attracts the consumer.

Non-marketing example:

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Link: https://www.brandvoice.com.pk/tvc-review-cristiano-ronaldo-for-clear-men/

One of my childhood friends is a huge fan of Cristiano Ronaldo. So he always uses Clear Men
shampoo because Cristiano Ronaldo suggests it.

Topic: Materialism
How does Materialism help with marketing?
Materialistic people always focus on their life style, self-centered, selfish, only own satisfaction,
want more and more or acquire own object etc. They don't think anything about the society.

International IMC:
The TV commercial we’ve chosen to represent Materialism is, Gain: it was introduced in 1969

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as a powerful, stain-removing detergent. In 1981, the brand's focus was re-positioned to market
Gain as a detergent offering a unique, fresh scent.Procter & Gamble also expanded the Gain line
with a variety of scents with their detergent line in both powder and liquid that includesfabric
softener, dryer sheets, dryer bars and in-wash scent booster. The wash scent booster became very
popular.
Link: https://www.youtube.com/watch?v=NXndz0RRVKI

Why did we pick this advertisement?

This TVC of "Gain" focuses on a person who is always focused on his life style, self-centered,
and only wants his own satisfaction. He is not satisfied with what he has and wants more and
more. He is very sensitive about his position. Therefore, this person is a very materialistic person
and this approach targets people who can relate with him.

National IMC:

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Link: https://www.youtube.com/watch?v=cuWbNSX2EAs

Why did we pick this advertisement?

The TV commercial we’ve chosen to represent Materialism is “Rin detergent”. It was introduced
as a powerful, stain-removing detergent. The brand's focus was re-positioned to market Gain as a
detergent offering a unique, fresh scent. The wash scent booster became very popular.

Non Marketing Example

My mother is very much loyal to this product. She never uses any other detergent and she never
even try another one. She always loves to use this detergent and always prefer others to use this.

Topic: Cognitive Thinking

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International IMC:

Why did we pick this advertisement?

The TVC of “Crest Pro-Health Gum Protection Toothpaste”, which technically shows the
importance and necessity of this product. They have used twin to attract people by using the
affection. The climax about two twin sisters’ childhood to their marriage life and to impress the
special person, they have used “Crest”. As a result, they have bright and healthy teeth. It also
informs why should have people use it rather using other toothpaste. It gives all the beneficial
information to the customer as well as the users. And all this information delivered through a
dentist named “Dr. Scott Province”.

Link: https://www.youtube.com/watch?v=6DAbWhWjqj8

National IMC:

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Link: https://www.youtube.com/watch?v=dcV0VKJEwAk

Why did we pick this advertisement?

The TVC of “Pepsodent Bangladesh”, which technically shows the importance and necessity of
this product. They have used so many children to attract people by using the affection. The
climax about the so many children they are eagerly waiting for surprise from the doctor and the
doctor show them their own smile to realize them the importance of their teeth and their tooth-
pest. As a result, they have bright and healthy teeth. It also informs that together with teachers
and dentists, Pepsodent is on a mission to changer lives by improving oral health in Bangladesh.
And their unique approach will bring a smile to everyone’s face and warm everyone’s heart. It
gives all the beneficial information to the customer as well as the users. And all this information
delivered through a dentist named “Dr. Arif”.

Non marketing example

One of my sister name Shaida Sharmin, she is a medical student. She wants to be a
dentist. She always suggests everyone to take care of teeth. She always suggests everyone
to use Pepsodent. She also using pepsodent and prefer others to use including my family.

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Whenever she got Pepsodent pest from the company, she share those pest to the poor
children and to the poor people and deliver the message of importance of take care of
teeth.

Topic: The ID
How can we use an ID personality for marketing IMCS?

ID personalities are warehouse of primitive or instinctual needs (physiological needs) for which
individual seeks immediate satisfaction or avoiding pain. They are mostly selfish people who
only care about themselves.

International IMC:
The advertisement we’ve picked is from TIDE: Tide is a laundry detergent manufactured by
Procter & Gamble. For more than 70 years, Tide has set the highest standards for laundry care.
Tide not only works to deliver you the cleanest clothes, but also helps you be eco-friendly when

it comes to doing the laundry. [CITATION Abo17 \l 1033]

Link: https://www.youtube.com/watch?v=wlg2wsrlol4

Why have we chosen this commercial:

The guy in this commercial is an example of a self-obsessed person. He wears a clean white
outfit and walked by a street which is full of mud. There were many vehicles passing by and
some boys were playing football. The guy tried extremely hard to save his clothes from not
getting mud stains. But accidentally he got his cloth dirty and he was very frustrated. Here, the
guy is related to the ID personality people. Tide is a very powerful detergent which can clean the
dirt very fast and provide the cloth with a brighter shine. The guy using Tide got an immediate
pleasure.

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National IMC:

https://www.youtube.com/watch?v=Cgq9pceen5k

Why have we chosen this commercial?

The lady in this commercial is an example of a self-obsessed person. He wears a clean white
outfit and walked by a street which is full of mud. But the imaginary muddy environment wants
to fight this lady and the lady tried extremely hard to save his clothes from not getting mud
stains. She involved in fighting with this muddy situation with this imaginary mud. Here, the
lady is related to the ID personality people. By any how she wanted to save her white dress.
CHAKA is a very powerful detergent which can clean the dirt very fast and provide the cloth
with a brighter shine. This leady using mental fight with mud an immediate pleasure. She wanted
to immediate satisfaction.

Non Marketing Example: once my friend Prince was thirsty. He cannot be patience
for the server to refill her glass of water, she reached across the table and drink my water glass, I
was so much to surprised. He doesn’t care about what the other people says or think about him.
he wanted to immediate satisfaction and pleasure.

Topic: The Superego

How can a superego person be used to promote brands?
Superego people fulfill their needs in a socially acceptable function. Superego people fulfill
their needs in a socially acceptable function. Its create moral standards and ideals that we acquire

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from both parents and society. Sense make right and wrong. The superego provides guidelines
for making judgments. the superego acts as the conscience that encourages the individual to meet
society’s moral demands.

International IMC:
The Advertisement we’ve chosen is of Vicks, an American brand of over the counter
mediation owned by the American company Procter & Gamble. Vicks manufactures Nyquil and
its sister medication, Dayquil. The Vicks brand also produces Formula 44 cough
medicines, cough drops, Vicks Vaporub and a number of inhaled breathing treatments. For much
of its history, Vicks products were manufactured by the family-owned company Richardson-
Vicks, Inc., based in Greensboro, North Carolina Richardson. Vicks was eventually sold to
Procter & Gamble in 1985. [CITATION Vic \l 1033]

LINK: https://www.youtube.com/watch?v=7zeeVEKaDLM

Why did we choose this advertisement?

In this advertisement a young girl who lost her parents in an early age was taken to an orphanage
and one-day trans-gender or hermaphrodite adopted that girl. She gives the girl motherly love,
care and affection. Even though she isn’t accepted normally in the society, she chooses to do
something that is socially acceptable and be selfless by taking care of an orphan. The girl can
now see how differently her mother is treated by other people in the society. Thus, she wants to
be a lawyer in future to fight for her mother’s basic rights. So, the mother in this advertisement is
related to the superego personality people.

National IMC:

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Link: https://www.youtube.com/watch?v=p6yAlmdTaJg

Why did we choose this advertisement?

In this advertisement a young boy studied in school and he had a 2 years old sister and he was so
happy with his sister and played all the time with his sister. But suddenly his sister was dead
from diarrhea. Then he thought about that what can be done? So that no brother like me will lose
like me. Then he decided to join lifebuoy volunteer program. He spread knowledge to everyone
the importance of washing hands with soap during the five key occasions: after going to the
toilet, before breakfast, lunch and dinner, and while bathing. In this advertisement is related to
the superego personality people. It’s called super ego its provide kindness and helping others.
Super ego means Care, saves life to others, kindness and helping others, spread knowledge. Its
related fully superego people.

Non Marketing Example:

My friend Prince knew he could steal the supplies from work and no one would know about it.
However, he knew that stealing was wrong, so he decided not to take anything even though he
would probably never get caught. Its related to superego.

Topic: Product Line Extension

How does Product Line Extension help with marketing?

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Product line extensions are additions of related items to an established brand, which are likely to
be adopted because they come under a known and trusted brand name.

International IMC:

The Advertisement we’ve picked for representing product line extension is, Pampers Sensitive
Baby Wipes: They are made to provide the best care for your little one. Pampers Sensitive Baby
Wipes and hypoallergenic to help maintain healthy skin.

Link: https://www.youtube.com/watch?v=XLLludqOr4w

Why Did we pick this advertisement?

In this ad they have shown that whenever babies poop they make different face expressions and
give indication to clean them. This face expression act as a stimulus give us an idea that the
diaper is full and we have to clean them. This product is a baby wipe. It is for the new babies’
sensitive skin. It won’t harm their sensitive skin at all. They already had sensitive baby diapers,
now this wipe is a product extension of the sensitive line. P & G is a well know brand and this is
a product line extension for pampers.

National IMC:

https://www.youtube.com/watch?v=l3Av4peoHFM

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Why Did we pick this advertisement?
The Advertisement we’ve picked for representing product line extension is, New Lifebuoy
Neem & Turmeric: They are made to provide the best natural care to you. Lifebuoy is a brand
of soap marketed by Unilever. Lifebuoy was originally, and for much of its history, a carbolic
soap containing phenol (carbolic acid, a compound extracted from coal tar). The soaps
manufactured today under the Lifebuoy brand do not contain phenol. Currently there are many
expanded product line of Lifebuoy. And, The New Lifebuoy Neem & Turmeric is one of those
expanded line of product.

Non Marketing Example:

Khichuri with Leftover Cooked Rice

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https://www.youtube.com/watch?v=3zxi3PSOfQU

As Bangladeshi people Bhat or Boiled rice is our favorite food. We almost eat rice 3 times a day.
But, what do we do with the leftover rice of earlier night? Most of our Bengali mothers make
Khichuri of that leftover rice. So, here we are connecting this “Khichuri with Leftover Cooked
Rice” with the product line expansion theory.

Topic: Occasion based segmentation

How can Occasion based segmentation help?

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Occasion segmentation is the process of dividing the market into groups according to specific
occasions related to the customer. Occasion segmentation focuses on slicing the market based on
certain specific events during a particular time, when a customer is in a need of a product or a
service.

International IMC:
We’ve chosen a promotion of P&G that was introduced during Ramadan to sell Olay Total
Effects.

Link: https://www.facebook.com/PnGBangladesh

Why did we pick this advertisement?

Here this campaign shows occasional segmentation theory because the occasion of Holy
Ramadan by giving Pantene shampoo free with the purchase of Olay total effects. This
promotion is created for Muslim people who celebrate Holy Ramadan and in order to increase
the sales.

National IMC:

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 Li
nk:https://www.youtube.com/watch?v=e8-E9UqRFpY

Why have we chosen this commercial:

Here this campaign shows occasional segmentation theory because the occasion of Eid ul Adha
by relating hygiene and cleanliness after Qurbani with Savlon. This promotion is created for
Muslim and Bangladeshi people who celebrate Eid ul Adha in order to increase the sales.

Non Marketing Example:

Panjabi is one of our traditional cloths. But,

now a day we do not wear Panjabi on a
regular basis. We only wear Panjabi on
special occasions. Like, Eid, Family
Functions, Pahela Baishakh, Pahela
Boshonto or Holud functions. And, the
frequency of wearing this cloth has slightly
got segmented with such occasions. Here,
we wore this Panjabi to celebrate an
occasion of holud with family and friends.

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Topic: Stereotype
How can a TVC’s subject be stereotype?
Stereotype is any thought widely adopted about specific types of individuals or certain ways of
behaving intended to represent the entire group of those individuals or behaviors as a whole.
How people interpret often reveals a lot about themselves. For instance, individuals tend to have
stereotypes due to physical appearances, descriptive terms, first impressions, and the halo effect.

International IMC:
Pantene is a brand of hair care products owned by Procter & Gamble. The brand's best-known
product became the 2-in-1 shampoo and conditioning formula, Pantene Pro-V (Pantene Pro-
Vitamin). The product became most notable due to an advertising campaign in the late 1980s in
which fashion model said, "Don't hate me because I'm beautiful.” Kelly Le Brock and Iman
gained notoriety as the first television spokeswomen to speak the line.

Link: https://www.youtube.com/watch?v=yFn0unMtcTg
Why we choose this advertisement?
In this advertisement we can see stereotypical thinking. In the first scene we see that a male boss
is accepted normally, but a female boss is considered dictator. In the second scene we can see
that a male employee is persuasive and a female employee is pushy. In the third scene we see
that a male employee is very dedicated and female employee is very selfish. And most
importantly in the last scene we can see a male employee is smooth and by doing same thing a
female employee is tagged show-off. This is the pure victimization of stereotype thinking. By
doing same thing man is considered superior and woman is considered inferior. But there is no
chance to think in this way. Nowadays a woman is as qualified as a man.

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National IMC:

Why have we chosen this commercial:

The is a tv advertisement for Revive Talcum Powder. I choose this ad for stereotype because it
shows in our society how women are treated by male or male thinking about the woman. The ad
started to show whatever girls to play football but the male staring will outplay them. Women
drive their car is still a joke. People who are your neighbor or those who observe them,in the end
they are the judge of women attire and freedom. The story tries to tell women face lot of
challenges every day. Women need to step aside and look back at those who challenge you. This
ad main theme is “first face the sun, then chase your life”

This ad connected with this theory because ad main theme is to not get back down by stereotype
in our society. The AD says protect your skin is just protect you from this type of people in
society. The ad shows that there will be challenges for physical appearances or first impression.
Stereotyping doesn’t hold them back and face the challenges and shine in their life. The main
theme of this ad perfectly captures the stereotype theory.

Link: https://www.youtube.com/watch?v=aKmhXqhTaLk

Non marketing Example:

One of my cousin skin color is dark. He thought because of his color he doesn’t make good
friendship with the girl. So, he uses lot of face wash product that make him look white. I think
this is type of cultural issue he face in his friend circle that totally connect with this theory.

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Topic: Detached Personality
We can connect the character with detached personality. He is independent and make himself
break from society rule of autism. He also has unique characteristics that makes different from
others.

International IMC:

This is a TV Commercial Advertisement titled THE TALK which shows the black parents
openly sharing the truth about bias their children will be experiencing in the future. BBDO New
York advertising agency made this Ad for some product of P&G (brand: Procter & Gamble) in
United States. It was released in the Jul 2017.

Why did we pick this advertisement?

The TVC starts with little cute girl from African American heritage, where her mother is in
telling her that it’s not a compliment when the lady at the store told her “she’s beautiful for a
black girl”. Then the next goes with little black boy where mother is telling him that the world is
telling them ugly and nasty word and for a reason that the boy shouldn’t be hurt. In most cases in
this TVC it is showed that black people are differentiated from white people. White people are
getting more privileged in every case, whereas black people are ignored every single time. As a
reason, most black parents are convincing their little children from their very young childhood to
not get hurt whenever they are called to accused for being black. Ignoring all the bad feelings
they should move forward to have a beautiful and healthy life. And they leave a massage by
using their tag line as “My Black is Beautiful” to promote the brand P&G.

Link: https://www.youtube.com/watch?v=ovY6yjTe1LE

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https://www.youtube.com/watch?v=ovY6yjTe1LE

National IMC:

Link:https://www.youtube.com/watch?
v=1cQndJapbzQ&list=LL4RnFYnShLatYfS8r45wcZw&index=2&t=0s

Why did we pick this advertisement?

his is a TV advertisement for Keya Lemon Soap. I choose this ad for detached personality
because it shows a story about a female doctor. During a surgery woman was dead during the
procedure of birth of a child. She doesn’t follow society rule. She became independent and self-
sufficient. she takes care of that child. The ad shows that a brave woman can defeat obligations
of society and take her own decision. This ad main theme is “if you are brave, you are beautiful”.
so, I think this ad perfectly capture the theme of using this product you feel brave and
independent woman, she is taking her decision in her own will, she is happy with it regardless
what other people thinking about it. It’s better to have a world where people are courage to take a
decision from her own.

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Non marketing Example:

The series I choose this for theory is called “good doctor”. Dr. Shaun Murphy is main
protagonist of “Good Doctor”. He has autism, so when he wants to perform a doctor. so, other
doctors thought he cannot have same type of communications with them or with the patients.
People think he is not good enough for surgical resident. But just because he has disability that
doesn’t mean he cannot perform a doctor. He learns in a different way and make him efficient for
this job. In some scene you can see he careful about his hands. He always washes hand with
liquid hand wash even though sometimes doesn’t really necessary

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Topic: Need for power:
International IMC:

How can Need for Power be shown through IMCs?

People in this category desires to control the environment around them, it can be people or
anything else. A person motivated by this need enjoys to be recognized and influence. This form
of motivation can be positively applied to help accomplish group goals and to help others in the
group feel competent about their work.

Links:https://www.youtube.com/watch?v=eL3YPT5cjWk

Why did we choose this campaign?

we see Indian girls in school want to live on their own terms, but their lives are often regimented,
following scripts written by parents, teachers & society. Even her hair is set tight in two braids,
not allowing her the freedom to wear it as she wants. As she enters college, she wants her first
taste of freedom but still doesn’t get the freedom she desires. Family & society continue to
constrain her on the choices she can truly make, defining her life. The one choice she can make,
is to finally wear her hair open, & free.

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National IMC:

Link: http://mdanik24.blogspot.com/p/blog-page.htm

Why we use this Billboard?

This billboard of Meril Splash soap was used to rebrand their soap that gave a very important
message. It showed the depth of the problem regarding racism in our society. This ad shows how
a mother doesn’t want her child to be born with the same complexion as hers, and gives the
message that it doesn’t matter whether a person is fair or dark skinned because beauty lies in the
way someone thinks. This advertisement gives power to every woman with dark complexion and
gives a very important message to the people around us.

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Non Marketing Example:

Link https://en.wikipedia.org/wiki/Fazle_Hasan_Abed

Non Marketing Example: Sir Fazle Hasan Abed becausehe have power about controlling the
actions of people, influencing their behavior and taking different responsibilities. The core of
each successful strategy is understanding the psychology of the customer: his motivations,
deepest desires, and goals

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Topic: Need for affiliation:
People who have a need for affiliation like to maintain social relationships and want to feel loved
and accepted. This motivation is based on being dependent on each other, and how doing
something can make a person more acceptable and desirable in the eye of the people around
them.

International IMC:

Links: https://www.youtube.com/watch?v=Odu3z057brw

Why did we choose this TVC?

In this TVC of crest toothpaste, we saw famous Singer Shakira as a character who singing song
and doing so many things in day that’s possible for his confidante that provide her tooth pest. We
see this adds her involve and "belonging" within a social group.

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National IMC:

Link: https://www.youtube.com/watch?v=r_lkg6uUGSc

Why this TVC we choose?

This advertisement of Rin detergent gives us the impression that this product will help us get
cleaner and brighter clothes, that also smells good. a person with bad hygiene and dirty clothes
isn’t very attractive or approachable. But a clean and well-dressed person is more likable by
others.

Non Marketing Example:

One of my friends his name is shabbir he likes to do friendship with lots of people, he doing
friendship with lots of people through facebook and other social network site

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Credits:
Complaint theory and Spokes Character: M. Rasel

Physical Appearance and Need for Achievements: Mehedi Hasan

Optimum Stimuli Level and Endorsement: Md. Rokibul Hasan

Materialism and Cognitive Thinking: Md. Fahim Ul Islam

ID and Superego Personalities: S.K Tanvir Alam

Occasion Based Segmentation & and Product Line Extension: Jubair Md. Ibrahim

Stereotype and Detached Personality: Md. Afif Hasan

Needs For Power and Needs For Affiliation: Shajjah Rifat Hossain

References
About Mr. Clean. (2017). Retrieved from Mr. Clean: https://www.mrclean.com/en-us/about-mr-
clean
About Us. (2017). Retrieved from tide.com: https://tide.com/en-us/about-tide
Our Core Strenght. (2017). Retrieved from P & G: https://us.pg.com/who-we-are/our-
approach/core-strengths
Procter & Gamble. (2017). Retrieved from Wikipedia: https://en.wikipedia.org/wiki/Procter_
%26_Gamble
Spokescharacter. (2003, september 15). Retrieved from AD AGE:
http://adage.com/article/adage-encyclopedia/spokescharacter/98889/

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The just 100: America's Best Corporate Citizens. (2017, May). Retrieved from Forbes:
https://www.forbes.com/companies/procter-gamble/
Vicks History. (n.d.). Retrieved from Vicks: https://vicks.com/en-us/vicks-histor

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