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    The impact of digital marketing on BTL marketing campaigns

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    12104091_BBA.pdf (578.6Kb)
    Date
    2016-06-26
    Publisher
    BRAC University
    Author
    Raeq, Protyoi Sinha
    Metadata
    Show full item record
    URI
    http://hdl.handle.net/10361/6604
    Abstract
    Being fortunate enough to be an intern of the planning department of the biggest BTL marketing agency in the country- Asiatic Experiential Marketing Limited (Asiatic EXP) I was able to see transition which is happening in the marketing communications arena first hand. With the rise of the digital media with the advancement of technology and the change in the lifestyle of the modern people, the way to communicate to them are also changing. In alignment with those changes, the relatively new digital marketing field is gaining tremendous headway and other communication processes are also becoming reliant to it to ensure optimum success for campaigns are achieved. To properly ascertain the level of impact that Digital Marketing is having over the communication mediums, especially BTL marketing was the purpose of this report for which I have tried to analyze the internet behavior of the select populous and also the level of attention the current BTL campaign promotions was grabbing over the digital mediums along with their level of effectiveness. The results of those have shown that the digital marketing arena indeed is becoming quintessential as a modern day communication arsenal, amplifying the precision and effectiveness of the existing modules of communication. 5
    Keywords
    Digital marketing; Marketing campaigns
     
    Description
    This internship report is submitted in a partial fulfillment of the requirements for the degree of Bachelor of Business Administration, 2016.
     
    Cataloged from PDF version of Internship report.
     
    Includes bibliographical references (page 29).
    Department
    BRAC Business School, BRAC University
    Collections
    • Internship Report, BBA (Brac Business School)

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