Study and analysis of current trends in advertising in Bangladesh- a case study on Film Logic

Abstract

This internship encompasses the work experience and knowledge I had gathered while working for Film Logic as a project manager for 2 months. I primarily focused on digital advertising rather than other medias as the industry has slowly taken a massive shift towards it which I had observed while working with different clients who have been mentioned in the report. The report focuses on a number of clients and their advertising campaigns rather than the whole portfolio because of shortage of time and lack of resources. Although Film Logic has always been the primary content creator, we have worked hand on hand with the branding department of the repressive companies, a lot of time a third party agency who had contracts with the company concerned. The scripts were originally provided by the company or the agency while execution and realization of the concept was our primary goal. In the process we have also modified whole strategies and advertisements to be better suited for the audience and to have maximum effect it was intended for. I have discussed advertisement done with celebrity endorsements with Grameenphone(Telenor Group), Harpic(Reckitt Benckiser); humor appeal with Nestle , and emotional appeal with Banglalink and medias that are chosen to ensure maximum return on investment and increased brand equity (Banglalink). The purpose of the study was to determine the current trends and techniques that are used in advertising to influence the audience. Research has been done to find out how effective they were in reality.