INTRODUCTION 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 todays 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.

1.2 Objectives of the Study Primary objective: The purpose of this report is to gather practical knowledge of constructing a media plan. Specific objective: To have some practical exposures that will be helpful for our future career.

1.3 Limitations of the Study Lack of budget Lack of proper cooperation Lack of experience

Media Plan Objectives

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2.1 The main objectives of the campaign are to: Generate awareness among target audience. To build a positive impression of , 15th intake Encourage current students to be motivated and have a positive impact.

Target Audience Analysis

The target Audience for this advertisement is mainly focused by the outlook of the target customer and what their needs are. Current target customers have the following insight in their mind. 3.1 Target Audience: The target audiences are

Existing and potential students of , 15TH INTAKE Top business persons 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

CAMPAIGN MESSAGE, MEDIA OPTION, CREATIVE EXECUTION

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Mainly we focus on the image (brand) of , 15TH INTAKE and provide the information about , 15TH INTAKE for the sole purpose of creating awareness among Target Audience. For that focusing we use four strategies that are: Newspaper advertising, Billboard advertising Television advertising

4.1. The Campaign Message Beyond Excellence The concept behind the Beyond Excellence campaign is that 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 which will serve as the dynamic institution for generating knowledge for transformation of an ideal society.

4.2. Concept behind the Beyond Excellence Campaign Concept behind the Beyond Excellence campaign is for that the students and the guardian should Beyond Excellence and more concern about the future world and the choosing of the university. , 15th intake 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 , 15th intake. Beyond Excellence 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. As the competition for students and state and private support continues to grow, it is

15th intake recognized for excellence of education by getting educated with current, relevant coursework which makes them hands-on skills that allow them to be productive employees from the first day of employment 15th intake have leaned 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.

MEDIA OPTIONS 5.1 NEWSPAPER: The major classification of newspaper advertising is Display, classified, public notices, preprinted inserts
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For , 15TH INTAKE 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 areDaily star, Daily Sun Kaler Kantho, Prothom alo.

5.1.1 Our Magazine & Newspaper Ad Is Going To Like The Following This paper ad of , 15TH INTAKE has the information , 15TH INTAKE 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.

5.1.2 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 todays 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

5.2 TELEVISION:
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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 Desh TV 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 Activities and skills of the students of , 15TH INTAKE Message: Skill 2. Students and teachers in the class. Message: Highly Qualified Faculty Members. 3. Students are discussing together in research room. Message: Committed 4. Extracurricular Activities Message: Social 5. Students at outing Message: Life 6. Classroom of , 15TH INTAKE and designed logo and background.
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Message: Beyond Excellence

5.2.1 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

5.3 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 , 15TH INTAKE ad campaign we are going to use billboards which is suitable for our country trends & supports our budget

5.3.1 Reason for Choosing Billboard Accessibility: outdoor carries the message 24 hours per day and cannot be fast for warded, put aside. Cost: Billboard offers the lowest cost per exposure of any major advertising medium. Impact: It is ideal for those with short simple message, which complements 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
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will influencing the students and the guardians just before they get the information of other university

MEDIA COST & SCHEDULE 9.1 TV Media (Cost): We have an amount of tk100,000 or Tk. 70,00,000 to advertise for a month. In addition we also have tk 25000 or tk. 1, 75,000 for our non-advertising (promotional) activities.
Channel s BTV Period Fixed position Just before news Channel i 1st mid in News Fixed position Mid breaks in film or program Just before news Fixed position Mid breaks in film or programs nTV 1st Spot 1st Mid in News Before news ATN Bangla Mid breaks in film or programs Standard package offer Time s 1 times 1 time 1 time 2 times 2 times 1 time 1 time 2 times 1 time Amoun t 30000 20000 20000 10000 8000 Day s 5 10 12 4 5 Sub total 150000 200000 240000 80000 80000 600000 Total 150000

20000 10000 7500

15 20 20

300000 200000 300000

30000

150000

950000

2 times 2 times 1 time Total

15000 12000

10 10

300000 540000 240000

Desh TV

30

300000

300000 254000 0

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9.2 News Paper (Cost):

Name Position Inch Amount (Tk.) Prothom alo Kaler Kantho Daily Sun Daily star Back 3rd page Inner 3rdpage 10x7 10x7 10x7 10x7 Total 6500 3000 2300 3000 7 5 5 5 1520000 450000 370000 430000 3272500 Day Sub total (Tk.)

9.4 Billboard (Cost): The billboard cost has been estimated on an average Tk 3,00,000. 9.5. Total TV, Newspaper, Radio and Billboard Cost:

Medium TV Newspaper Billboard Total

Cost Tk 2540000 Tk 2770000 Tk 300000 Tk- 5610000

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CONCLUSION Advertising is very important promotional tool in business sector. As it is a very expensive promotional tool, so media planning is very important. A good media plan can make an advertisement effective. So all the relevant factors should be considered to prepare an effective media plan.

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BIBLIOGRAPHY

WELLS, WILLIM, D., ADVERTISING-PRONCIPLES & PRACTICE, PEARSON, 7th en.wikipedia.org/wiki/Advertising, Date 15.05.2011, Time 12.05

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APPENDIX
1. Shot 1: Students of 15th intake in different places at campus ( 2 sec. ). 2. Shot 2: Students of 15th intake in different places at campus ( 3 sec. ).

3. Shot 3: Faculty teaching in class room ( 5 sec. ).

4. Shot 4: Students of 15th intake in computer lab ( 4 sec. ).

5. Shot 5: Common room ( 4 sec. ).

6. Shot 6: Group study ( 5 sec. ).

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