Advertising In Bangladesh 25251l

Overview

Advertising in Bangladesh Md. Mahabub Alom Course Instructor

The structure of the industry Pioneers in the field such as Bitopi, East Asiatic (now Asiatic), and Interspan entered the market almost simultaneously in the year 1967. Other advertising companies started operating after independence. more than 70% of the formal market share is held by the top nine advertising agencies of the country. These agencies, in descending order of market share, are Adcomm, Asiatic, Bitopi, Unitrend, Grey, Interspeed, Popular, Madona, and Matra. Other advertising agencies claim only about 13% of the market share, while the rest is accrued to in-house ment of business firms and enterprises.

ment media in Bangladesh can be classified into two categories based on the placement strategy

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Above the Line (ATL) category ATL includes newspapers, magazines, radio, television, and satellite and cable television.

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and Below the Line (BTL) category- includes event management, in-house ment (company performing own ment) at point of purchase, outdoor ment (billboards, hoarding, neon signs, and bell signs), innovative activities (jatra, street drama) and ment on vehicle bodies or fliers.

Media spending of the industry

Figure : Advertising Expenditure

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Categories Telecommunication Ready Foods Cosmetics &Toiletries Housing & Real Estate Consumer Products Construction Materials Beverage Electric & Electronics Public Awareness Banking Services Total (in million taka)

Televisio n

Radio

Print Media

841 640 545 259 210 174 164 102 94 70 3099

32.80 15.08 17.74 0.00 6.72 1.74 5.54 4.46 5.98 2.14 92.21

252.14 26.04 31.51 129.72 8.73 54.70 12.83 68.82 0.00 240.12 824.62

Exchange relationship of advertising with the TV, cinema Tinni: Model in ad clips → Character in TV play → d model 2. Mahfuj: Character in TV play → Intending to produce films 3. Tania Ahmed: Model in ad clips → Character in TV play → Producer 4. Api Karim: Model in ad clips → Character in TV play 5. Bipasha Hayat: Model in ad clips → Character in TV play → Co-producer of TV play 6. Romana: Model in ad clips → Character in TV play 7. Ferdous: Ramp model → Hero in movies → Intends to produce films in future 8. Dighi: Child model in ad clip → Character in cinema 9. Asaduzzaman Noor: Cultural worker → Character in TV play → Producer → Member of Parliament 10. Momotaj: Folk singer → Model in ad clips → Member of Parliament 11. Afjal Hossen : Character in TV play → Ad Producer → Character in move 12. Mou: Model in ad clips → Character in TV play 13. Apurbo: Model in ad clips → Character in TV play 14. Afsana Mimi: Model in ad clips → Character in TV play 15. Mim: Child model in ad clip → Character in TV play 19-7 16. Masud Hassan: BBC reporter → Actor in short film and TV play → Ad modeling 1.

Journalism and Advertising 

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In journalism the texts can be interesting, educational, shocking, funny and simply But advertising face a real challenge because for understanding advertising spot it is essential to use all acquired knowledge, experience of life and competence of making analogies. Even the language of advertising is different from the language of journalism because advertising is concerned with creating image for which the language is rhetoric on the other hand journalism is concerned with the bear truth and the language is descriptive. Journalism gives the “photographic” image of the reality advertising inform what happens in fictional worlds through symbolic influence.

The recent phenomenon of Advertising in Bangladesh

Now the ments not only communicate a piece of product information but also provide the audience with much amusement and fun.  Many of the ments exhibit constructive nuances contributing to the body of Bangladeshi ments.  The ments recorded and analyzed revealed some flaws and faults.  Cultural elements put forward by ments today are hedonism (the eat-drink-and-enjoy stance of life), beautyconsciousness, confidence, competition, self expression, individualism, self establishment, romance etc.  Advertising has remodeled the form of patronization today. 