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    ATL marketing and its impact on brands- a case study on Ogilvy & Mather Bangladesh

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    13104144-BBA.pdf (1.011Mb)
    Date
    2017-08-09
    Publisher
    BRAC University
    Author
    Islam, Nusrat Binte
    Metadata
    Show full item record
    URI
    http://hdl.handle.net/10361/8655
    Abstract
    This internship report focuses on the work experience I have gathered being an intern in the Account Management department of Ogilvy Bangladesh in my three month time period. I particularly focused on the unique consumer promotions and marketing campaign that Ogilvy undertook to leave their clients as well as the viewers amused and entertained. Their operations include a huge number of services which they deliver using different medium such as TVC, Radio, Press, PR, 360 degree campaign and many more. A list of their clients is also attached in this report and Ogilvy was responsible for creating ideas to display their clients’ products as a brand. Again, a SWOT analysis has been done to showcase the performance of Ogilvy against its competitors in the local and international arena. Also, I have shared a detailed insight about my work experience at Ogilvy along with a detailed job description where I had to deal with local and international brands, conducting research through market visits and periodic surveys, brainstorming, planning and implementing ideas on how to execute Ogilvy's services in the best possible manner. Lastly, I discussed about some significant consumer promotions such as, ‘Dove- Combo bag free’ promotion, Shakti doi press release, Mentos re-positioning campaign. At the same time, I have also mentioned about how the branding and positioning was done for these products in an attempt to make the brands more attractive than the competitors' products and also to retain these brands in the consumers' mindsets.
    Keywords
    Ogilvy; Account management; Ogilvy & Mather Bangladesh; ATL marketing
     
    Description
    This internship report is submitted in a partial fulfillment of the requirements for the degree of Bachelor of Business Administration, 2017.
     
    Cataloged from PDF version of internship report.
     
    Includes bibliographical references (page 23).
    Department
    BRAC Business School, BRAC University
    Collections
    • Internship Report, BBA (Brac Business School)

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