INTERNSHIP

REPORT
The Role of Advertising
Agency on Brand
Promotion

Prepared by:
Sakib Hasan
 Internship Report On
“The Role of Advertising Agency on Brand Promotion”
(In partial fulfillment of BBA program)
Submitted by:
Sakib Hasan
ID: 029-14-016
Section: B
Batch: 14th
Department of Management Information Systems

University of Dhaka

Submitted to:
Dr. Md. Abdul Hannan Mia
Professor
Department of Management Information Systems

University of Dhaka
Date of Submission: 17th December

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 Letter of submission
December 17, 2023,
Dr. Md Abdul Hannan Mia,
Professor,
Department of Management Information Systems,
University of Dhaka.

Subject: Submission of Internship Report on – The Role of advertising agency on brands

promotion.
Respectful Sir,
I have completed my internship with Libanza Limited. In compliance with your specifications, I
prepared this report as part of my internship. The completion of this report has provided me with
valuable information.
This report focuses on the insights, expertise, and competencies I acquired during my internship
with the mentioned company and the article "The Role of Advertising Agency on Brand
Promotion." Working during the internship period has been a superb and positive experience. I
am now familiar with the technical aspects of the advertising industry and the impact that
advertising has on brands.
I am writing to inform you of my attempt to fulfill this internship by your instructions. Your
evaluation of the internship report at your earliest convenience would be greatly appreciated.

Sincerely yours
(Sakib Hasan)
ID: 029-14-016
Batch: 14th
Section: B
Department of Management Information Systems
University of Dhaka

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 Student Declaration

The internship report on “The Role of an advertising agency on brand promotion” was
prepared by me. Dr. Md Abdul Hannan Mia, Professor, Department of Management Information
Systems, fully supervises this report. The purpose of this report is to gain real-world experience
of job life. I am responsible for all types of liabilities. I take information from various sources to
make this report. I have added the reference of the sources and similarity index result from
Turnitin software. I have tried my best to provide insightful information about my internship
experience. I clarified that I have not submitted this internship report to universities or
institutions.

Sincerely yours

-----------------------------------------

(Sakib Hasan)
ID: 029-14-016
Batch: 14th
Section: B
Department of Management Information Systems
University of Dhaka

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 Supervisor’s Certification

This is certified that Sakib Hasan is a student of the BBA program, 14th batch, ID: 029-14-016,
Section: B, Department of Management Information Systems, University Of Dhaka and has
completed this internship report on “The Role of Advertising Agency on Brands Promotions”
under my supervision. This report, prepared under my supervision and guidance, provides
evidence of the successful completion of authentic work. He exerted maximum effort to
complete the paper correctly. I extend my sincerest wishes for his success in all endeavors.

----------------------------------------------

Dr. Md. Abdul Hannan Mia

Professor
Department of Management Information Systems
University of Dhaka

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 Acknowledgment

First, I would like to express my heartiest gratitude to my supervisor, Dr. Md. Abdul Hannan Mia,
Professor, Department of Management Information Systems, University of Dhaka, for allowing
me to conduct this internship on “Role of an advertising agency on brands promotions. “
I am grateful to Saad Tasnim, Associate Account Director, Libanza Limited, for providing me
with knowledge, resources, and ideas to complete this internship report.
Finally, I would like to thank my parents, friends, and helpful people for their support and
encouragement throughout my academic career.

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 INTERNSHIP SUMMARY
Student Name: Sakib Hasan
ID: 029-14-016 Registration No. 2018121050 Batch: 14th
Name of Libanza Limited
organization:

Office Address: APT 4S, House 62, Road 14/1,Block G, Niketon, Gulshan 1,
Dhaka 1212, Bangladesh.
Full postal address of the organization and Web
Address:
Web Address: WWW.LIBANZA.COM.BD

Contact or Supervisor Name: Saad Tasnim Hossain

Contact or Supervisors Job Title:
Associate Account Director, Client Service

Contact or Supervisors Phone & Email: Cell: 01841440763 & Email: [email protected]
Start Date: 6th September, 2023 End Date: 7th December, 2023

BRIEF OUTLINE OF ACTIVITIES

I interned in the customer support department at Libanza Limited for three months. Libanza
Limited 360 marketing communication agency with a digital focus. It offers all aspects of marketing
communication, including ATL, BTL, and digital marketing. During my internship, my primary task
was to manage the query and comment section of Ifad Autos Ltd's Facebook page. I was also in
charge of the 2023 ICC World Cup campaign. I worked with a client to create a leaflet design. I
also checked the date panel, holiday list for 2024 for Sonali Bank Limited and CSRM wall calendar.
I also proposed a sales and audience engagement strategy for the Bombay Sweets Ring Chips
Valentine's Day Campaign. I also provided Ifad Autos' Facebook and Instagram performance
reports for September, October, and November are also given. For Ifad Autos Ltd, I also included a
competition analysis and a SWOT analysis. Finally, I included the outcome of the cricket World Cup
campaign I managed.

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 Executive Summary

This report refers to the internship at Libanza Limited, during which I performed the role of
client service intern. My training spanned from September 6th, 2023, until December 7th, 2023. I
have incorporated my professional background, particularly emphasizing client service,
campaign management, strategic planning, query management, data input, competitor
research, lead verification, and cost estimating.

Libanza Limited offers comprehensive brand communication programs integrating Above the
Line (ATL), Below the Line (BTL), Digital, and social media marketing strategies. In addition,
they engage in the creation of websites, the development of applications and games, as well as
the administration of social media platforms.
During my tenure, my primary duties included:
1. The daily monitoring of leads.
2. Taking care of queries.
3. The management of the World Cup lead campaign on the Facebook page of Ifad Autos
Ltd.
4. Campaign planning for Bombay Sweets Valentines Day.
5. Checking the date panel of Sonali Bank 2024 calendar and CSRM 2024 calendar.
I am also engaged in creating a monthly content calendar and generating a monthly content
report. Additionally, I was responsible for managing customers in the context of Leaflet design.
The plan was meant for an NGO called "Insights". Insights initiated a public awareness
campaign to promote proper trash management practices among individuals. The impact of
trash significantly affects slum residents, children, and pregnant women. I have been
responsible for reviewing the date panel and vacation list of the 2024 calendar design for Sonali
Bank PLC. I have encountered difficulties while examining the date panel of a calendar. It was
challenging to track the dates in English, Bengali, and Arabic. Adjusting the Arabic date
appeared hard due to its dependence on the lunar cycle for estimation.
Consequently, I faced difficulties in aligning the dates with Islamic festivals. I actively
participated in the strategic development of the Victory Day campaign for Ifad Autos Ltd and the
Valentine's Day campaign for Bombay Sweets. I have identified two potential thematic concepts
for the design of the CSRM calendar for the year 2024. In Civil Structural and Risk Management
(CSRM), my chosen focus areas are the construction of large-scale heavy buildings and the
construction of challenging bridges around the globe.

During my internship, I acquired significant insight emphasizing comprehension's importance for

attaining achievement. I need to understand the customers and their requirements to ensure the
effectiveness of my techniques and materials. To avoid disappointing results, a comprehensive

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understanding of the client's instructions and brand tone is vital for the copywriters, planning
team, and creative department. Within this setting, the central focus is on "comprehension."

This study aims to investigate the influence exerted by advertising agencies on the advertising
efforts of brands. Steps of considerable magnitude are required from agency specialists to
enhance a brand's reputation and standing. In Bangladesh, a noticeable gap exists between
agencies and clients, the resolution of which can significantly improve commercial operations for
both entities. The popularity of digital marketing is increasing. There is a need for increased
investments in digital media by brands to improve brand exposure and recognition. The potential
exists to enhance the entertainment value of advertising and marketing by empowering
individuals to use their creativity. Marketers should emphasize content management and
integrate it with traditional media while making smart investments in digital and traditional media
forms.

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 Table of Contents
Chapter 1: Introduction................................................................................................ 1
1.1 Advertising agency in Bangladesh at a glance: .............................................................................. 1
1.2 Objective of the study............................................................................................................................. 2
1.3 Background of the study ....................................................................................................................... 3
1.4 Scope of the study................................................................................................................................... 3
1.5 Methodology of the study ...................................................................................................................... 3
1.6 Limitation of the study: .......................................................................................................................... 4

Chapter 2: Organization Overview ............................................................................ 5

2.1 Current Clients of Libanza Limited: ......................................................................................................... 6
2.2 Organizational Structure ............................................................................................................................. 7
2.3 Some of the works of Libanza Limited: ................................................................................................... 8
2.4 Some of the works of Libanza Films:....................................................................................................... 9
2.5 Services of Libanza Limited: .................................................................................................................... 10
2.6 The departments working with Libanza Limited ................................................................................. 10
2.7 SWOAT analysis of Libanza Ltd .............................................................................................................. 11

Chapter 3: Internship Experience............................................................................ 12

3.1 Core Responsibility: ................................................................................................................................... 14
3.2 Specific Responsibilities: ......................................................................................................................... 14
3.3 Calendar Design Process: ........................................................................................................................ 16
3.4 Annual Report Making Process:.............................................................................................................. 17
3.5 Ifad Autos World Cup Campaign Planning: ......................................................................................... 18
3.5.1 User manual of EZASSIST: .................................................................................................................... 21
3.6 Ifad Autos Ltd’s Cricket Guru World Cup campaign outcome:....................................................... 21
3.7 Challenging activities: ............................................................................................................................... 23

Chapter 4: Literature Review .................................................................................... 25

4.1 Current Landscape of Advertising Agencies: ..................................................................................... 25
4.2 Advantages of an Advertising Agency ............................................................................................. 26
4.3 Challenges and opportunities: ........................................................................................................... 26

Chapter 5: Data Analysis ........................................................................................... 28

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 5.1 Ifad Autos social platform performance Analysis .............................................................................. 32
5.2 Competitor analysis of Ifad Autos Ltd. .................................................................................................. 37

Chapter 6: Findings & Recommendation .............................................................. 38

6.1 Findings ......................................................................................................................................................... 38
6.2 Recommendations ...................................................................................................................................... 38

Conclusion ................................................................................................................... 39
References.................................................................................................................... 40
Appendix ....................................................................................................................... 41

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 List of Figures, Illustration

Figures:
Figure 2: Organogram.
Figure 2.1: SWOT analysis.
Figure 3: Client Service Process for new client.
Figure 3.1: Client Service process for existing client.
Figure 3.2: Campaign planning.
Figure 5: Participants gender.
Figure 5.1: Participants age.
Figure 5.2: Education level.
Figure 5.3: Will Artificial Intelligence replace human job?
Figure 5.4: Artificial Intelligence impact on human job.
Figure 5.5: Response for brands to engage advertising agencies for their marketing activities.
Figure 5.6: Response for adopting Artificial Intelligence

Illustration:
Illustration 2: Libanza Limited's Logo.
Illustration 2.1: Clients of Libanza Limited.
Illustration 2.2: Libanza Limited's work.
Illustration 2.3: Libanza Films work.
Illustration 3: Meta Business Suite.
Illustration 3.1: Static and Dyna,ic post of Cricket Guru World Cup Campaign.
Illustration 3.2: World cup quiz post.
Illustration 3.3: ezassist CRM software dashboard.
Illustration 3.4: Audience Growth during the world cup campaign.
Illustration 3.5: Audience insights during the world cup campaign.
Illustration 5: Facebook and Instagram page reach of September.
Illustration 5.1: Facebook and Instagram page visit of the month of September.
Illustration 5.2: New likes and followers of Facebook and Instagram for the month of October.
Illustration 5.3: Facebook and Instagram page reach of October.
Illustration 5.4: Facebook and Instagram page visit of the month of October.
Illustration 5.5: New likes and followers of Facebook and Instagram for the month of October
Illustration 5.6: Facebook and Instagram page reach of November.
Illustration 5.7: Facebook and Instagram page visit of the month of November.
Illustration 5.8: New likes and followers of Facebook and Instagram for the month of November.
Illustration 5.9: Competitor analysis of October Month.
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CHAPTER 1
Introduction
 Chapter 1: Introduction

Advertising agencies are vital players in the dynamic world of communication and marketing.
These specialized agencies combine strategists, media specialists, and creative thinkers to
produce outstanding campaigns that boost brands. Advertising firms are essential in telling the
story of brands and companies. Advertising agencies act as a creative powerhouse. These
agencies create brand and sales campaigns that grab the target audience's interest, boost
revenue, and leave a lasting impact on buyers. These organizations fulfil customer preferences
and industry trends using technology, creativity, and market understanding. Advertising
companies in Bangladesh display their advertising on various media, including radio, Facebook,
Google, and television, to ensure the brands' most outstanding outcome and reach.

In Bangladesh, the advertising sector is expanding. Over the years, it has experienced several
challenges and changes. In Bangladesh, Bitopi, X, Analyzen, Grey, Adcom, Asiatic Marketing
Communications Ltd., and several more are considered the pioneers of the advertising industry.
In the formal and informal sectors, there are about 500 agencies. Facebook page monitoring,
campaign planning, media purchasing and planning, digital marketing, client cooperation,
creating TVC and OVC for companies, creating monthly advertising plans, creating Facebook
and Google advertisements, and blogging monthly are all advertising activities.

When promoting a brand, advertising companies operate as a third party. They serve as a
brand's silent representative, tracking marketing trends and leaving an impression on
consumers. Advertising firms use their knowledge, imagination, and strategic planning to
contribute significantly to brand visibility. Market research, audience insights, strategic planning,
campaign creation, media planning, creative storytelling, and cross-channel integration are
typical methods advertising companies use to promote businesses.

1.1 Advertising agency in Bangladesh at a glance:

Before Bangladesh's liberation, a very naive marketing campaign was conducted. The scarcity
of demand for specialized marketing agencies can be blamed for inadequate development.
Prominent advancements in the industry, including East Asiatic (presently Asiatic), Bitopi, and
Interspan, were introduced to the market in 1967. Their consumer base meets the needs of
multinational corporations such as Unilever, which motivates them to expand their product line in
Bangladesh. Conversely, other marketing agencies commenced operations following the
achievement of independence. In Bangladesh, a systematic approach to monitoring marketing
agencies still needs to be improved. Concerning media sources, Bangladesh has a total of 150
registered agencies. However, The fifteen largest agencies control over 70% of the market
share. Adcomm, Bitopi, Asiatic, Grey, Interspersed, Madona, Sun Communication, Media Com,
Benchmark, Unitrend, Step Media, Pink, Procharon, We are X, Inpace Management Services
Limited, Matra are the agencies listed in descending order of market share. Conversely, an
additional 30% of the market is occupied by other agencies.

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There are two fundamental types of marketing, delineated by the placement strategy:
1. Above the Line (ATL) and
2. Below the Line (BTL), which account for approximately 50% of the overall revenue.
ATL consists of the following media outlets: newspapers, magazines, radio, television, satellite,
and cable. Event management, internal advertising (the company conducts its advertising) at
the point of sale, and outdoor advertising (including billboards, illuminated signs, innovative
activities, and advertisements on vehicle bodies or leaflets) are all placement strategies falling
under BTL.
Advertising agencies predominantly serve private national corporations (PNCs), multinational
corporations (MNCs), and non-governmental organizations (NGOs) as their clientele. Following
the MNCs, which account for over 60% of the media share, the PNCs account for 25%.
The government is the primary consumer of print media. The advertising industry is influenced
by market competition; products that face more significant rivalry receive more advertising.
Additionally, consumption products occupy a more considerable proportion of the advertising
budget. Sectors experiencing substantial local demand rely heavily on advertising. Companies
focused on exporting have begun incorporating advertising industry expertise, particularly in
developing brochures.
The government regulates the legal component of advertising by mandating that media outlets
enter contracts with advertising agencies or advertisers for all forms of advertisement related to
printing, publishing, and mass communication. The Ministry of Information holds the ultimate
power and can modify either all or a portion of the contractual terms and conditions about
agreements with advertising media. Furthermore, the government has established an ethical
code of conduct for advertising firms and the media. However, it has yet to be formally accepted
as a legally binding document. The guideline strongly encourages the agencies to abstain from
promoting items such as alcoholic beverages, cigarettes, baby products, breakfast cereal, and
men's and women's underwear, as well as contraception (except birth control tablets).
The media is anticipated to adhere to societal standards and moral principles, abstain from
engaging in direct acts of violence on any faith or individual. The prohibition extends to using
historical figures, vulgarity, vulgar language, and political figures featured in advertising
campaigns.

1.2 Objective of the study

Broad Objective: The ultimate objective is to write and submit a report on the topic "The role of
advertising agencies on brand promotion," as well as to understand the link between Libanza
Limited's real-world and theoretical learning.
Specific Objectives:
1. To describe how an advertising agency works.
2. To discuss how to operate a campaign.
3. To share my internship experience.
4. To describe the usage of CRM software.
5. To address the challenging tasks that I have done during my internship period.

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 6. To conduct an analysis of the competitors
7. To conduct a SWOT analysis
8. To address how to create monthly content report.

1.3 Background of the study

As a requirement for my BBA program, I had to complete this report as part of my internship. To
engage in numerous activities, each student must finish a three-month internship with a
company. When I interned at an advertising agency, my supervisor gave me the go-ahead to
research the "Impact of an advertising agency on brand promotion" and allowed me to compile a
report on the findings.
Libanza Limited employed me as an intern in the client service division. This department
handles client relations, campaign development, and market research. The client service team
worked diligently to identify the client's objectives and innovative approach.

1.4 Scope of the study

This report is based on my experience at Libanza Limited. This report aims to investigate the
relationship between different types of brands and advertising agencies. I worked in the client
service department at Libanza Limited for three months. My internship period duration was from
6th September to 7th December. The client service department is the heart of an advertising
agency. This department meets with the client, understands their demands, makes a proper plan
to execute them properly and fulfil client requirements.

1.5 Methodology of the study

This report is based on the experience I gained while interning at Libanza Limited. This report
investigates the relationship between brand promotion and advertising agencies' efforts.
Companies are heavily dependent on advertising agencies to formulate their marketing
agencies.
Sources of the data:
Primary Sources:
1. Personal Observation
2. Consulting with colleagues
3. Daily office duties
4. Conversation with clients

Secondary Sources:
1. Meta Business Suite
2. Website of Libanza Limited
3. Report on relevant topic
4. Newsletter

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Sample Size: I used convenience sampling (non-probability) for this study. It would have been
hard to get accurate information from random subjects because most people needed access to
the information we needed for the topic. Ten colleagues were seen as a sample amount and a
method of direct interviews was used. Besides this, I'm using primary data since the information
I've acquired relates specifically to this report.
Data Analysis: I attempted to gain arbitrary information of high quality. The open-ended nature
of the questions, personal observation provided me with the chance to uncover the essential
elements. I presented the information by organizing and assessing the collected material,
assigning initial classifications, and doing further reviews. I have also used diagrams, tables,
and percentage of respondents to show case the result.

1.6 Limitation of the study:

The findings of this study are not expansive. I faced many challenges while working on this
report. The following are few of them:
1. Lack of time: Because of time constraints, discussing the agency's work, results, and
study was impossible.
2. Limited resources: All kinds of information couldn't be accessed, so it took a lot of work
to get and summarize them. It helped that I had support from my coworkers, but I needed
more because the office had so much work to do. Because there wasn't enough
information, some assumptions were made, which could have led to some mistakes.
3. Sensitive information: Some of the information was very confidential, which I can not
disclose in this report. Because that information is crucial for the agency.

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 CHAPTER 2
Organization Overview
 Chapter 2: Organization Overview

Libanza Limited is a digital lead full-service marketing communication agency. It provides 360-
degree marketing communication, including ATL, BTL, and digital marketing. It is a startup
advertising agency. It was formed back in 2016. It has 22-25 employees. Services included at
Libanza Limited are brand communication, digital marketing, campaign planning, brand
communication logistics, audio-visual production, media & PR. The employees are driven by
efficiency, collaboration, and innovation and are dedicated to helping customers gain a
competitive edge in a media-centric world.

Illustration 2: Libanza Limited’s Logo

Libanza Limited is located at Niketon, Gulshan 1, Dhaka – 1212. Since Libanza Limited is a
startup advertising agency, it aims to establish a strong presence in the market and attract
clients by offering innovative campaign planning and marketing solutions. The current clients of
Libanza Limited are Ifad Autos Limited, NextBlock, Seven Dreamers, Insights, Bashundhara
Housing, Nakhla, and EON Bazar. Libanza Limited has a separate production house called
"Libanza Films." As Libanza Limited provides 360 marketing solutions, the agency often has to
work with a printing house to print leaflets, calendars, visiting cards, X banners, backdrops and
signage. As a result, Libanza Limited has a MoU agreement with a printing house.
Libanza Limited has successfully finished some campaigns that increased Facebook
engagement, brand visibility, and product sales. Some of the mentioned campaigns and events
of Libanza Limited are the Bombay Sweets Ring Chips Valentine Day campaign 2021, Ifad
Autos Ltd Cricket World Cup Campaign 2023, Ifad Autos Eid Campaign, Nextblock IAB Expo
2023 and Food Frontiers event.

Mission: The mission statement emphasizes the agency's dedication to producing influential
advertising that engages with audiences and achieves measurable financial results. The report
highlights the agency's function as a catalyst for the expansion of brands and its dedication to
crafting the future of its clients' enterprises.
Vision: To become a dynamic and creative force in the advertising agency, empowering brands
to captivate audiences and thrive in a rapidly growing market.

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2.1 Current Clients of Libanza Limited:

Illustration 2.1: Clients of Libanza Limited

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 2.2 Organizational Structure
Libanza Limited has 22-26 employees. Eighteen employees work at the agency, and others
work at Libanza Films. In the below, organization structure is given:

Head of Business

Head of Operation

Account Director Art Director Finance Director

Art Supervisor Visualizer Ass. Finance Manager Sr. Executive

Ass. Account Director Sr. Executive

Executive Executive Copywriter Copywriter Executive Executive

Figure 2: Organogram

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2.3 Some of the works of Libanza Limited:

Illustration 2.2: Libanza Limited’s work

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2.4 Some of the works of Libanza Films:

Illustration 2.3: Libanza Films work

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2.5 Services of Libanza Limited:
1. Branding
2. Event
3. Activation
4. Campaign Planning and Management
5. Media Buying
6. Leaflet, Visiting card, Signage, X banner and Backdrop Design.
7. Calander Design
8. UI/UX Design
9. Facebook Page Management
10. Logo Design

2.6 The departments working with Libanza Limited

There are four departments at Libanza Limited which are Strategic planning, Client Service
Department, Creative Department and Finance Department.

Strategic Planning: The strategic planning department is a type of creative agency. The focus
was on three fundamental segments: events and activations, branding, and digital. The success
of an event is contingent upon adequate preparation, and successful execution is equally reliant
on careful organizing. The branding strategy of Libanza Limited aims to achieve additional
advantages and benefits. Every firm relies on agencies for innovative branding concepts.

Client Service: Building and maintaining connections with current and prospective clients is the
primary responsibility of the client service department. This department is the heart of an
advertising firm. They represent the brands and the consumers' respective viewpoints. They are
essential to Libanza Limited since they are responsible for determining customer requests, a
successful strategy for guaranteeing customer happiness. This department oversees and
coordinates the operations of several departments within the agency, acting as the focal point of
the whole process. Additionally, this part of customer service is vital for study reasons. This
gives the officials of Libanza Limited important information like:
1. How well the digital communication effort worked
2. Responses and comments from customers about the digital communication effort
3. Determining the elements that contribute to the failure of communication activity for getting
more post reach, engagement, and brand experience.
This knowledge provides the people in charge of Libanza Limited make decisions like:
1. Does the Libanza Limited plan meet the client's needs?
2. In order to facilitate the development of more efficient communication campaigns what type of
digital communication campaign is necessary ?
3. What were the campaign's levels of success?
4. Which part of the campaign needs to be changed? And so forth.

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Creative Department: This is the organization’s driving force, as their efforts contribute to
Libanza Limited’s success and popularity among clients. They carry out specific actions. A few
examples are provided below.
1. Creating copy for social media communication.
2. Creating a weekly post calendar for social media communication.
3. Designing the most creative for digital communication.
4. Visualizing the idea of the campaign and contest.
5. Finalizing the layout etc.
6. Adopting foreign ad concepts into the design of Google and Facebook advertisements per the
client's request for international advertising campaigns.
Accounts & Finance Department: The financial department of Libanza Limited operates like
any other company organization's finance department. They engage in budgeting for all digital
communication campaigns, contests, online promotions, and advertising campaigns.
2.7 SWOT analysis of Libanza Ltd

S W O T
Strength Weakness Opportunity Threat

a) Ability to seamlessly a) Limited scalability a) Growing demand for a) Increasing demand of

integrate traditional and 360 communication Artificial Intelligence.
b) Offering wide range of
digital channel. solution.
operation can lead to high b) Facing competition
b) Strong team of creative cost. b) Tapping into new from large agencies.
professional. geographical industry.
c) Attracting and retaining c) Reduced marketing
c) Embracing new top talent. c) Embracing automation. budget.
technologies

Figure 2.1: SWOT analysis

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 CHAPTER 3
Internship Experience
 Chapter 3: Internship Experience
Client Servicing:
Customer service is the first step in how I do my job. If the client is new, my first goal is to
ensure they have a great time getting started. The main duty is to contact customers regularly
through emails, phone calls, and in-person visits.

Brief Breakdown the activity Understanding the client

requirements

Confirming the deliverables Feedback process Content delivery method

Final process
Figure 3: Client Service Process for new client

Upon initiating a new customer, my primary responsibility is to ascertain their specific content
preferences and marketing requirements. After narrowing down the criteria, I created a database
that includes their requirements, brand standards, and brand materials. Next, I analyze the
numbers, including the quantity and type (static, video, web banners, etc.) of material they will
need. I also verify if they are seeking only generic static content or whether they are also
interested in marketing. I need to know why they want to use the content because the creatives
will align with their goals if I do. I need to understand the objective of the creatives. Is it intended
to enhance brand visibility, foster audience interaction, or drive revenue generation? The
feedback procedure follows realizing that we secured the creative elements with a numerical
code. At this step, we establish standard operating procedures for handling feedback. For
example, we establish a limit on the number of times they can submit feedback for
incorporation, and we set a rate per creative for feedback incorporation after they reach that
limit. We also determine who will be designated to give feedback and how often the agency will
allow it. Subsequently, we verify the chosen mode of content distribution. We carefully consider
how they will obtain the material, whether the agency or they will publish it if we must retain
backup copies of the content, and how long it will take. After we finish all of those things, we'll be
ready to go.

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 Content Calendar Approval from client Breakdown the brief to the
designer

Reference for the content Deliver to the client Feedback or Approval from
client

Final delivery to
client

Figure 3.1: Client Service process for existing client

I deliver a monthly content calendar to current clients. I and my planning team coordinate
content creation and scheduling based on predetermined dates. Subsequently, I delivered the
content calendar to the customer. Upon receiving clearance from the customer, I created a
PowerPoint presentation for the designer and motion graphic artist where I created the slides,
including instructions for them.
Upon receiving the instruction file, they proceed to organize the contents, and once the contents
are ready.
After verifying everything, I gathered them and sent them to the customer. Once the customer
receives the materials, they verify them by comparing them with their brand team. They provide
feedback, and I forward it to the creative department if they discover any observations.
I forwarded the updated information to the customer, and upon their approval, we proceeded
with delivering the final products.
I completed my internship in this department. The primary role of this department is to analyze
the industry and digital media for customers, develop plans, and implement them according to
the client's objectives. This entire procedure comprises 18 sequential phases.
1. Brief: A brief provided by the customer that considers their marketing goal.
2. Pitch Presentation: Following the requirement, we created a presentation for the client
by analyzing industry and digital media. We were primarily utilized for prospective
customers.
3. Proposal: Libanza Limited's proposal consists of the following: campaign objective,
target market, strategy, approaches, cost estimate, and deliverables.
4. Review: Libanza Limited's proposal is being reviewed by clients.
5. Revised Negotiation: We must redo the plan and negotiate again if the clients don't like
it.

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 6. Final proposal: The proposal that is ultimately presented to clients by our company.
7. Approval: The customer must accept the final proposal; if not, we risk losing them.
8. Estimate Signed: This document is a contractual agreement between the customer and
Cookie Jar.
9. Release Order: Release Order refers to the formal document sent to vendors to
purchase advertising space and place advertisements.
10. Creative: Putting campaign ideas or plans into finished forms like banners, websites, etc.
11. Conduct Campaign: Commence the campaign by displaying advertisements, banners,
and videos, organizing a Facebook contest, administering the Facebook page, and so
forth.
12. Reports: The operation section provides us with words.
13. Compile: Once we have received all the reports, we unify them in preparation for
submitting them to the clients.
14. Optimization: It involves modifying a campaign to enhance its efficacy and accomplish
desired objectives.
15. Conclusion: The Campaign concludes upon successfully attaining the target.
16. Review of Campaign: The campaign is being judged based on how well it met
expectations and how well it did. It would be beneficial to comprehend our initial plans
and the subsequent outcomes.
17. Bills: We sent a statement to the client that included service tax and fees. The operation
and finance staff made the bill based on our information.
18. Payment: The client pays the bill after subtracting the fee and tax.

3.1 Core Responsibility:

As an intern, I had very particular responsibilities inside the agency. I spent three months
working in the client service department. Dealing with and engaging with clients via Facebook
pages was my primary duty. I also enter details about the clients into a Google Sheet.
Additionally, I created quotas for the agency's numerous orders and services. I also analyze the
competitors' communications by looking at the posts on their Facebook pages. To promote our
organization's services to other client organizations, I also completed fieldwork, which included
visiting external clients.

3.2 Specific Responsibilities:

In the initial phase, we respond to comments. Our clients primarily ask questions about that
reputable brand. Customers engage in Facebook page and Messenger. If we want to get our
brand's message to their customers, we need to make sure that the message is clear and fits
with what the customers want. To do this, we must create original content and post text that
captures the essence of the brand and customers. Here, we must exhibit greater originality and
creativity. As a company, we must act as a benchmark.

I also worked with a client who needed a leaflet designed. The leaflet was essentially for the
nonprofit organization "Insights." This leaflet aimed to raise people's knowledge of appropriate

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waste management techniques. Trash has a major bad physical effect on pregnant women,
children, and those living in slums. There were two versions of the leaflet: an English version
and a Bengali version. The client provided the leaflet's content. I recommended creating a
booklet design with the graphic designer. I presented the customer with the design of the leaflet,
and with their approval, I instructed the designer to include the write-up in the leaflet.
Policymakers, politicians, and local authorities were all recipients of the leaflet. Therefore,
checking spelling was highly important. The spelling and grammar in the English version were
correct. However, the spelling in Bengali version has proved problematic. Before providing the
final copy to the customer, I had to double-check. Together with the copywriter, I reviewed the
spelling of the leaflet write-up. After receiving the account director's permission, I gave the
designer instructions to prepare the output. The printing press then sent the produced output.
The booklet was handed to the client once it was printed. In the interim, I created a cost
estimate, bill, VAT, and delivery invoice.

I also helped verify the Sonali Bank calendar design for the 2024 date panel. I had to make sure
that the holidays in 2024 matched the dates in Arabic, Bengali, and English. It wasn't easy to
cross-check Arabic dates because Arabic holidays are based on the moon's appearance. Thus, I
had to verify the Arabic date carefully. The same way I also checked the calendar design for
CSRM desk and wall calendar.

I also participated in the planning of the Bombay Sweets Ring Chips campaign. Valentine's Day
was the target of the promotion. Bringing generations X, Y, and Z together is the primary goal of
this Valentine's Day. Thus, a story was created. This story is a sequal of the previous one.
Libanza Films will oversee this campaign. The story goes on from the last one. My job is to find
the right influencers and obtain their Facebook, Instagram, and TikTok followers. I then used a
PowerPoint presentation to display this data. Additionally, I was tasked with managing the
suggested marketing and sales modality. I also document the guidelines for engaging in sales
and customer interaction campaigns.
Below are a few excerpts from the sales campaign:
1. The top-selling sales agents will get white gold, diamond, and gold rings.
2. There will be a weekly sales campaign.
3. To be eligible for rewards, each sales professional must fulfil their weekly sales goal.

Here are a few excerpts from the campaign aimed at engaging customers:
1. Purchase ring chips and visit our website to input the special code.
2. For every distinct code, customers will receive points.
3. The lovebirds will have a candlelit meal and the best customer stories will be shared on
Facebook.
We operated as a cohesive unit. We had to do meetings often to talk about the planning. On top
of that, we had to gather everyone for brainstorming sessions whenever we had a customer to

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pitch. Elements that could assist me in generating interactive concepts to fulfil the needs of our
client, thereby enabling us to do very well against our competitors.

3.3 Calendar Design Process:

I observed the entire calendar design procedure. A wall or desk calendar only contains the date,
an intriguing picture, and significant text. This process requires the time, effort, and participation
of numerous individuals.
An initial order is placed for the design of a calendar. I oversaw the comprehensive calendar
design procedure for CSRM in 2024. The designer initially designed the date panel. Two to
three options are generated by the designer for the date panel. The process of designing the
date panel requires considerable effort. As a designer, you must ensure the whole year date
panel matches the month and week options.
Additionally, he must consider the holidays. When he marks the holiday date, he must use
caution. Many people would need help working if they got any holiday dates wrong. People
always look at the calendar and organize their activities around it. If the date is correct, people's
work activity will be protected.
The image selection process is now underway. An image of superior quality should be selected
for the calendar. Google Image does not consistently deliver images of high quality. Additionally,
a copyright issue arises. Therefore, we utilize images from Eyeem, Envato, Getty Image, Adobe
Stock, Alamy, Freepik, Imagebazar, and Istock. These websites feature images of superior
quality. This image requires payment. This image is suitable for calendar use. The designer
must submit the selected image to the client for approval. Upon client approval, the designer
incorporates the selected images into the calendar.

A write-up is included with the calendar image. It is necessary to align this text with the calendar
image. Bengali and English scripts were selected for the design. Once the draft is finalized, the
designer inserts it into the calendar. Once all the text has accompanied the image, the
crosschecking phase commences. It is important to remember that the entire design process is
executed using Adobe Illustrator software. A black-and-white copy of the drawing for the
calendar is made. Copywriters are tasked with verifying the accuracy of the calendar's date
panel, holidays, write-up, and text spelling and grammar. When everything had been verified,
the copywriters signed the printed paper.
The designer's signature is also received. Everything is then ultimately inspected by
management. The PDF file is then sent to the client. Upon client approval, the calendar design
becomes finalized. Any feedback provided by the client is noted. After that, the requested
modifications are implemented. Once more, the checking procedure is executed in the same
manner. The design is ready for production after the client is happy with it. The client service
team then consults with the client to confirm the dimensions of the calendar. Once the size has
been confirmed, the calendar output is attached to a formal email as a PDF, JPEG, or EPS file.
The cost estimate for the calendar design is then determined. At last, the entire procedure of
designing the calendar has been concluded.

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3.4 Annual Report Making Process:
I was also assigned to make the monthly content report of Ifad Autos Ltd. I make the monthly
content report for the October and November month. I make this monthly content report in a
PowerPoint file. In this monthly report we provide the following information to the client :
1. Competitor analysis
2. Facebook performance
3. Instagram performance
4. LinkedIn performance
5. YouTube Performance

Competitor Analysis: I obtained competition analysis information from the Fanpage Karma
website report. Nitol Motors, ACI Motors, Runner Motors, Akij Motors, Isuzu Bangladesh, JAC
Bangladesh, Fuso Bangladesh, Eicher Bangladesh, and Forland Bangladesh are Ifad Autos'
main competitors. Each competitor's page performance, fans, follower growth, number of posts,
post interaction, engagement, and total responses, like, comments, and share are all provided.
We also give information on the top static and dynamic posts among rivals. This is essentially a
standard. Ifad Autos Ltd may identify their market position in a competitive market by examining
the benchmark. All of this information was obtained from the fanpage karma website.
Facebook Performance: From the meta suite, I get the competitor's information about page
total likes, new likes, and total published content. I attached the monthly total static and dynamic
product post, RTM, and engagement post. I made the October and November month content
report. So, I had to include the World Cup-related post in the content report. The 2023 ICC
Cricket World Cup took place in October and November. I also included the quiz winner's post.
Top-performing content, which includes total people reached, reactions and comments, was also
included in the report. Total Facebook reach, audience location, audience growth, which
includes new likes, fan growth and several growths, and audience engagement, which includes
the total number of likes, comments, and shares, are included in the report. Finally, the report
adds the most asked queries, most frequent comments, and most inquired product-related
queries.
Instagram Performance: Instagram content is the same as Facebook content. But audience
engagement is higher on Facebook compared to Instagram. In the Instagram I included only
Instagram reach and Instagram profile visit ratio. Instagram information is taken from meta
business suite.

Illustration 3: Meta Business Suite.

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LinkedIn Performance: In the LinkedIn performance I included competitors LinkedIn followers
and visitor metrics using desktop and mobile.

YouTube performance: In the YouTube report section I only included total number of videos
included in the month, new subscribers, and video watch time.

3.5 Ifad Autos World Cup Campaign Planning:

To increase conversion rates, a digital marketing campaign involves putting a marketing strategy
into action on all digital channels where consumers engage with a company.
To initiate a campaign, it is important to ascertain the client's target audience, identify the most
effective means of communication, and decide the subsequent course of action the customer
will take. Customers engage with brands via several channels. To reach customers effectively,
brands must link their digital marketing efforts across all platforms.
The following steps are essential for a well-designed digital marketing campaign that adheres to
an integrated strategy.

Campaign Plan

People Reach Engagement Sales Promotion

Figure 3.2: Campaign Planning

People reach:
We oversaw the 2023 ICC Cricket World Cup campaign. The name of the campaign was Ifad
Autos Cricket Guru This was primarily an Ifad Autos Ltd. This ad was created primarily in
anticipation of the Cricket World Cup. We posted the static post and promotional dynamic video
in the Facebook page, Instagram, LinkedIn and YouTube channel of Ifad Autos Ltd. For the
World Cup, I posted 48 quizzes in Ifad Autos Ltd’s Facebook page. When the game starts,
customers only need to leave a comments on each post before the second innings started. The
rule was simple. Participant had to comment on each quiz post before the second innings of the
match started. When the first team's batting innings were over, I turned off the comment box so

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no one could leave a comment. Following the game, I gathered the correct responses for every
quiz question.

Illustration 3.1: Static and Dynamic post of Cricket Guru World Cup Campaign

Illustration 3.2: World cup quiz post

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Engagement:
The static Facebook post reaches about to 63212 people and the engagement was about 8271.
The video reaches about 71.1k views.
Now comes the winner selection part. I select a single winner for each quiz. There are almost a
thousand comments on each post. We first collect every comments. I handled every aspect of
the campaign by myself. I use the CRM program ezassist to assist in getting the comments.
The program allowed me to download the comments in the free version, so I used that. The
comments were provided as an Excel spreadsheet.

Illustration 3.3: ezassist CRM Software dashboard

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3.5.1 User manual of EZASSIST:
EZASSIST is a CRM software. This software is used in campaign management. EZASSIST has
both the paid and free versions. To manage the software, I used the free version. This CRM
software allowed me to download the comments of every quiz in an Excel format. This software
shows all the user activity on a particular Facebook page. This software also allows to send
messages to specific persons. This message is possible when the user leaves any comments
on the Facebook page. Sending messages using the software is easier than using the meta
business suite. This software also helps to track the sales lead, page performance, message
response rate, and user interaction rate.
Sales promotion:
The main aim for this world cup is to increase the sales of Ifad Autos Ltd. Significantly in this
period the query for the price, installment and download of the vehicles increased. Interaction of
the Facebook, Instagram and LinkedIn post increased.
I downloaded all 48 Excel files and chose 48 winners from that list. I used a sorting strategy in
the Excel file to get just the correct answer. Once I have determined the total number of correct
comments, I randomly select a number. I chose a number at random using the online generator
website. Next, I locate the winner's name and number in an Excel spreadsheet and then note
the name. After that, I looked up the winner's name on the ezassist software and notified the
person who had been chosen as the winner. I then compile the information into a Google Sheet,
including the winner's name, address, phone number, and Facebook ID link. The customer
receives the URL to the Google Sheet. We also want to use a sixer system to reveal the
winner's identity. We simultaneously reveal the names of the six winners. The thought came
from striking a six in a cricket game.
The audience had a chance to win a 32-inch TV as the grand prize. It was difficult to decide who
was the ultimate winner. I had to go through 48 Excel sheets to determine who provided the
most accurate response. I first remove the duplicate response. I pick the data and remove the
duplicate value using Excel's duplicate function. After that, I determined which participants
predicted the most comments using the search and replace method. Thus, I had to keep up a
Google Sheet of winners for this campaign to verify whether the winners would receive their
prizes.

3.6 Ifad Autos Ltd’s Cricket Guru World Cup campaign outcome:
In one word I can assure that the world cup campaign was a success for Ifad Autos Ltd. Ifad
Autos Ltd presented gift hamper for each of the quiz. We posted a total of 61 world cup
campaign related posts of which 48 were quiz post. Other posts are the world cup promotional
post, modality, prize winner post and champion team appreciation post. This world cup
campaign increased Facebook and Instagram page visits, audience engagement and followers.
Each quiz contains almost more than a thousand likes and comments. The ultimate prize of the
campaign was a 32-inch television. The most important thing is people want to learn more about
Ifad Autos Ltd. In this world cup campaign, the most common query people asked that they want
to learn about the Ifad Autos Ltd’s business activities. This campaign eventually increases the
sales of Ifad Autos Ltd’s. This campaign also increases the brand visibility of Ifad Group.

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We also made a report on this campaign. In the report we included campaign modality, total
number of posts and its screenshot and snippets of audience engagement and feedback.
Following are given the audience growth and audience insights of the world cup campaign
result.

Illustration 3.4: Audience Growth in the world cup campaign

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 Illustration 3.5: Audience insights in the world cup campaign

3.7 Challenging activities:

Task 1: During my internship, I handled a client. The client was the CEO of Insights. The
management assigned me to complete a leaflet design for her NGO. The main purpose of this
leaflet design was to increase awareness of proper trash management among slum dwellers.
Trash has a bad effect on the human body. Especially for children, women suffer the most. Most
of the trash is dumped near the slum where the slum dwellers live. This leaflet was mainly for

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the politicians and local authorities. The main idea was to preach to them a clear message
about the consequences the slum dwellers suffer from trash dumping and help them understand
the proper way of trash management.
The leaflet has two versions: Bengali and English versions. I am having need help making the
Bengali version. Finding the correct spelling took a lot of work. I had to recheck the Bengali
spelling so many times along with the copywriters. The client also asked for a change of the
leaflet design many times. Understanding the color theme and border alignment was very new
to me. So I made some mistakes. However, my line manager, Saad Tasnim Hossain, helped me
fully understand the leaflet design mechanism.
I also need help with sending the output to the printing house. I need to know the size in which
the leaflet will be printed. My line manager was away from the office. He has gone to a client
meeting. I can not tell the designer to release the output designer at that moment. Then, I
consult with the designer about the conversation with the client. Then, he told me what the
actual output size would be. Then I called my line manager and told him the output size,
ensured the design, and sent the output to the press. I send output in PDF, JPEG, and EPS
formats. The press will check the jpeg for the leaflet design and use the EPS format for the
printing.
I was worried because the leaflet design must reach the client by tomorrow. So, I continuously
called the press to know the progress of the design. When the design is finished, I send it to the
client by courier. But I was late while sending the leaflet.
But my job still needed to be finished there. I had to make a cost estimation, bill, VAT, and
delivery invoice. I had yet to learn about VAT and tax and how much the cost estimate will be.
My line manager gave me a list of all the expenditures for a leaflet design. By observing the list,
I finally made the cost estimation and bill. But making VAT invoices was crucial. Determining
how much VAT would be included, who would pay the VAT, and in which category would be
included was challenging. But with my colleagues' help, I could make those documents and
finally send them to the client.
Task 2: I engaged in checking the date panel of the Sonali Bank Calendar design. I checked the
date panel of English, Bengali, and Arabic dates. I also checked if the holidays of 2024 were
right or wrong. I collected the holidays of 2024 that the govt published. However, aligning the
Islamic date with the Arabic date took a lot of work. Because Arabic dates depend on the moon.
The date panel of the Arabic date changed. So, I had to sit with the designer to align the Arabic.
This was challenging because the whole Arabic date panel changed. When aligning the date
panel, I had to remain very focused. A single wrong date can cause the wrong calculation of the
date. But I was able to complete the task successfully without flaws. When I rechecked the date
panel, the dates matched the holidays the govt gave.

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 CHAPTER 4
Literature Review
 Chapter 4: Literature Review
Over the decades, the advertising sector has significantly transformed, with advertising firms
playing crucial roles in influencing industry. This literature study looks at how advertising
companies have changed over time, what they do, and how they affect how people act. This
study aims to thoroughly grasp the dynamic function of advertising agencies in the modern
marketplace by looking at academic publications. Advertising companies have changed over
time into complex organizations that do many things to make marketing efforts more successful.
Researchers like Moriarty et al. (2014) stress how important agencies are for market research,
creativity advancement, media planning, and delivery. Smith and Zook (2011) also say that the
rise of digital technology has made firms more involved in online ads, managing social media,
and data analytics. They offer a range of services which includes:
Creative development: Developing and executing advertising strategies for various platforms,
including traditional and online media and social media.
Media planning and buying: Media placement strategy and negotiation for optimal target
audience reach.
Account management: Directing relationships with clients, making sure projects go well, and
meeting campaign goals.
Market research and analysis: Developing advertising plans based on research on customer
behavior and market trends.
Public relations: Press relations (PR), crisis communication (CC), and media relations (MR) all
contribute to a good public perception of a business.

4.1 Current Landscape of Advertising Agencies:

Digitization: The huge growth of digital media has completely changed how advertising
companies work. A big chunk of advertising spending goes to digital platforms these days, so
agencies need to get good at things like search engine marketing, social media marketing, and
content marketing.
Data driven marketing: Agencies are making decisions based on data more and more, using
analytics and insights to improve marketing success and make messages more personal.
Integration: There are fewer and fewer differences between traditional marketing and digital
marketing. This means that firms must offer strategies that work across all media platforms
without problems.
Client expectation: Clients want their agencies to be more open, flexible, and quick to respond
to new information. This means that agencies must change how they work and become more
collaborative.
Global expansion: As the global market grows, agencies are getting bigger and better at what
they do to serve clients and markets worldwide.

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 4.2 Advantages of an Advertising Agency
Expertise and Specialization: Advertising companies employ copywriters, graphic designers,
media planners, and market researchers. This expertise guarantees that specialists handle
advertising campaign components.

Creativity: Creative teams at agencies can generate new concepts. They can create innovative
campaigns that attract the target demographic and set the business apart.

Market Research: Agencies study target audiences, industry trends, and competition. This
data-driven strategy creates tailored advertising campaigns.

Media Buying Power: Advertising firms have ties with TV, radio, print, and internet media. They
can negotiate better advertising prices, maximizing the client's budget.

Time and Resource Efficiency: Outsourcing advertising lets companies focus on their primary
business. The firm manages advertising campaign development, implementation, and
monitoring, saving customers time and money.

Integrated Campaigns: Agencies may create multi-channel marketing campaigns with a

coherent message. Advertising effectiveness and brand familiarity are maximized using this
method.

Technology and systems: Advertising companies use cutting-edge analytics, tracking, and
reporting systems. This helps monitor campaigns and optimize using performance data.

Cost Savings: recruiting an advertising agency may be cheaper than recruiting an in-house
team. Agencies offer the skills, resources, and infrastructure to save firms money on recruiting,
training, and overhead.

4.3 Challenges and opportunities:

Advertising agencies face several challenges in the current environment, including:
Competition: The advertising industry is highly competitive, with numerous agencies vying for
clients and projects. This necessitates continuous innovation and differentiation to stand out
from the crowd.
Technology disruption: The rapid evolution of technology constantly disrupts the media
landscape, requiring agencies to be agile and adaptable to stay ahead of the curve.
Evolving consumer behavior: Consumers are increasingly bombarded with advertising
messages, making capturing, and engaging their attention difficult. Agencies must develop
creative and effective strategies to cut through the noise and reach consumers in impactful
ways.
Talent acquisition: The demand for skilled professionals in data analytics, digital marketing,
and creative technology is high, making it challenging for agencies to attract and retain top
talent.
Despite these challenges, several opportunities exist for advertising agencies:

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Growth of digital advertising: The digital advertising industry will likely continue expanding
rapidly, providing opportunities for agencies to broaden their offerings and expertise in this
sector.
Rise of personalization: Agencies may adapt advertising messages and experiences to
specific customers thanks to developments in data technology, resulting in more engagement
and effectiveness.
Emerging technologies: Artificial intelligence, virtual reality, and augmented reality are new
technologies that give businesses new ways to give customers exciting and involved
experiences.
Global expansion: Agencies open to expanding their expertise and market presence into
untapped regions can avail themselves of substantial growth prospects in the global
marketplace.

Despite the ever-changing media environment, advertising agencies continue to be essential

participants in the marketing and communication sector. Agencies may secure their future
success and the satisfaction of their clients by being flexible, open to new ideas and technology,
and skilled in their fields.

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CHAPTER 5
Data Analysis
 Chapter 5: Data Analysis
Gender:

I collected data from 25 people.

All of them are working in
Libanza Limited. Of them 20
are male and 5 are female
employees.

Figure 5: Participants Gender

Age:

Participants range in age from 20

to 50. Among them, the major
participants are in the 25-30 age
group, while the 45-50 age group
has the lowest number of
participants.

Figure 5.1: Participants Age

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Education:

Most of the employees have

completed their graduation and
post-graduation. In the
organization there is also scope
for undergraduate student.

Figure 5.2: Education Level

Do you believe that Artificial Intelligence will replace people’s job at advertising agency?

Figure 5.3: Will Artificial Intelligence replace human job?

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I asked some open questions about what are the reasons why AI will replace human jobs at
advertising agencies. The majority of people think automation of work and fast execution will be
the major cause behind the replacement of human jobs.

Figure 5.4: Artificial Intelligence impact on human job.

What is the rationale for brands to engage advertising agencies for their marketing activities?

Figure 5.5: Response for brands to engage advertising agencies for their marketing activities.

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How soon do you think advertising agencies should start incorporating the use of AI?

Figure 5.6: Responses for adopting Artificial Intelligence.

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5.1 Ifad Autos social platform performance Analysis
The Ifad Autos Facebook and Instagram insights are shown below. The information is based on
statistics from November, October, and September. The information on Facebook and Instagram
reach, profile visits, and, in the end, new likes and followers were gathered from Ifad Autos'
meta suite.
Libanza Limited runs Ifad Autos Facebook page. During my internship, my primary
responsibilities will be overseeing the page's inquiry and keeping an eye on the comments on
the Facebook post. I gathered all of this data from the business metasuite.
Facebook and Instagram performance of the month of September

Source: Meta Business Suite

Illustration 5: Facebook and Instagram page reach of September

Facebook and Instagram visit of the month of September:

Source: Meta Business Suite

Illustration 5.1: Facebook and Instagram page visit of the month of September.

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New likes and followers of Facebook and Instagram for the month of September:

Source: Meta Business Suite

Illustration 5.2: New likes and followers of Facebook and Instagram for the month of October

Facebook and Instagram performance of the month of October

Source: Meta Business Suite

Illustration 5.3: Facebook and Instagram page reach of October

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Facebook and Instagram visit of the month of October:

Source: Meta Business Suite

Illustration 5.4: Facebook and Instagram page visit of the month of October.

New likes and followers of Facebook and Instagram for the month of October:

Source: Meta Business Suite

Illustration 5.5: New likes and followers of Facebook and Instagram for the month of October

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Facebook and Instagram performance of the month of November:

Source: Meta Business Suite

Illustration 5.6: Facebook and Instagram page reach of November

Facebook and Instagram visit of the month of October:

Source: Meta Business Suite

Illustration 5.7: Facebook and Instagram page visit of the month of November.

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New likes and followers of Facebook and Instagram for the month of October:

Source: Meta Business Suite

Illustration 5.8: New likes and followers of Facebook and Instagram for the month of November.

The provided data includes a performance study of Facebook and Instagram during the past
three months. In October, there was a rise in the reach, engagement, and number of followers
on both the Facebook and Instagram pages. The World Cup cricket campaign started in
October. There was a high level of enthusiasm for the campaign among the public. They actively
engage in the campaign to secure a gift hamper as a prize. Audiences often visit the Facebook
and Instagram pages to engage in the campaign and ascertain their eligibility for winning the gift
hamper. This is the reason why the month of October has a significant increase in audience
growth, followers, and interaction. The World Cup season concludes in November. The reason
for the reduction in Facebook and Instagram followers in November is as follows.

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5.2 Competitor analysis of Ifad Autos Ltd.
Competitors benchmark report of Ifad Autos Ltd is given below. This information is collected
from Fan Page Karma Website.

:
Illustration 5.9: Competitor analysis of October.

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 CHAPTER 6
Findings and Recommendation
 Chapter 6: Findings & Recommendation
6.1 Findings
Both companies and consumers have derived several advantages from advertising agencies.
Brands may fulfill their genuine desire for information through advertising agencies. One of the
best things about advertising is how these two aspects work together to convey a message. In
today's environment, advertising is transforming into marketing and communication
departments. The investigation has yielded several important findings, which are summarized
here, drawing from the preceding chapters.
1. To promote a firm, the engagement of an advertising agency is crucial.
2. Traditional media may reach more people with the use of digital marketing
communication.
3. Digital marketing communications have started a new era when it comes to getting
leads and making sales.
4. Because of the 360 communications of advertising agencies, connecting with
customers has become easier and more efficient.
5. Advertisement agencies perform engagement activities and campaign planning in an
effective way.
6. Brands are increasingly adopting a data-driven approach due to the influence of
digital marketing communication and its associated technologies.
7. Advertising agencies can perform unique creative tasks that captivate the audience
and leave a lasting impression on customers.

6.2 Recommendations
According to the study's research and results, marketers should follow these suggestions.
1. Consistency in brand guidelines is essential across digital and traditional media. In
addition, ensure that they align with the brand's image and tone. Alternatively, it
hinders the speed of the content development process.
2. The agency is required to adhere to the brand requirements.
3. Businesses considering using just traditional marketing methods should begin
allocating resources toward digital media to enhance the efficiency of their
communications.
4. Individuals who own a business, especially one that incorporates online transactions,
must undertake essential measures to safeguard consumer data and provide a
satisfactory customer experience.
5. Managing content is essential in digital marketing communication, even if it is less
costly than traditional media. Hence, marketers had to prioritize content management,
integrate it with conventional media, and invest in digital and traditional media.

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 Conclusion

It’s been just 37 years of liberation and 31 years of advertising. In the last decade, we have
learned to think differently. Our human resources is developing very fast. They are now more
learned and skilled. If these people get some academic lessons in advertising, they will surely
perform very well soon. This report can be concluded with the following decisions:
1. Bangladesh needs some very creative people, and that’s why it needs a place to
teach advertising.
2. The government and some rich organizations should help the agencies to acquire
technologies. That will develop the local skills and save foreign currencies.
3. Regular competitions should be held to encourage newcomers.
4. An honest TRP rating should be arranged.
This study has helped me know the in-depth agency activities, opportunities to further engage
customers with brands, and future business opportunities in the market. An advertising agency
is involved with advertising, brand development, branding and designing, retail solutions,
database management, PR, specialized event management, and solutions. So, we have
learned a lot from all these activities, and we hope our recommendations will help Libanza
Limited enhance its internal activities and close inter-departmental relationships. Finally, we
believe Libanza Limited will take proper initiatives to motivate the employees to own their
responsibilities and own Libanza Limited.

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 References
1. Alam, K. (2022, September 5). 50 Years of Bangladeshi Advertising. The Daily Star.
https://www.thedailystar.net/opinion/in-focus/news/50-years-bangladeshi-advertising-3111276

2. L. (2023, June 2). Home - Libanza Limited. Libanza Limited. https://libanza.com.bd

3. Showcasing Exceptional Video Productions by Libanza Films. (n.d.). @Libanzafilms.

https://www.libanzafilms.com/portfolio

4.Sheng, J. (2019, May). Being Active in Online Communications: Firm Responsiveness and
Customer Engagement Behavior. Journal of Interactive Marketing, 46, 40–51.
https://doi.org/10.1016/j.intmar.2018.11.004

5.Developing a 360 Marketing Campaign | The Ultimate Guide. (2023, December 12). Design
Wizard. https://designwizard.com/blog/360-marketing/

6.Bergkvist, L., & Langner, T. (2022, November 16). A comprehensive approach to the study of
advertising execution and its effects. International Journal of Advertising, 42(1), 227–246.
https://doi.org/10.1080/02650487.2022.2140524

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 Appendix

Questionnaire

1. Gender - Male Female

2. Age - 20-24 25-30 30-35 35-40 45-50
3. Education Level - Undergraduate Graduate Postgraduate
4. Do you believe that Artificial Intelligence will replace people’s job at advertising agency?
Yes No
5. What are the reasons why AI will replace human jobs at advertising agencies?
Automation of work
Fast execution
AI will do basic creative task
AI can do ad campaign report and analysis
AI can do relentless work which will fasten the work progress.
6. What is the rationale for brands to engage advertising agencies for their marketing
activities?
Advertising agencies have expertise in developing marketing tactics.
An advertising agency can effectively oversee and handle the campaign.
Advertising agencies come up with creative ideas to get people’s attention.
Advertising agencies can enhance brand social media visibility in a very effective
manner.
7. How soon do you think advertising agencies should start incorporating the use of AI?
Start adopting.
Facilitate training before adopting.
Small scale adoption before full adoption.
Similarity Index Report

I hereby declare that the plagiarism check has been done with the help of
https://www.turnitin.com/ and the report has not been tampered with to best of my knowledge

Sakib Hasan

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Working Log

September 7 – 14 Working with query.

September 16 – 21 Researching to find CSRM calendar theme.
September 23 – 28 CSRM new product name suggestion.
October 1 – 5 Managing Ifad Autos Cricket Guru Campaign.
October 8 – 12 Leaflet Design of Insights.
October 15 – 19 Sorting and selecting the winner name of the quiz.
October 22 – 26 Goes to a market visit to know the insights of
Bashundhara Cement.
October 28 – November 2 Making monthly content report for Ifad Autos.
November 5 – 9 Checking the date panel of CSRM Wall Calendar
for 2024.
November 12 – 16 Creating the bill, VAT invoice & Delivery invoice
for Insights.
November 19 – 23 Sorting and selecting the ultimate winner of Ifad
Autos Cricket Guru campaign.
November 26 -30 Writing modality for Bombay Sweets Ring Chips
Valentines Day campaign.
December 3 -7 Checking the date panel of Sonali Bank Wall
Calendar for 2024.

Supervisor Signature
Saad Tasnim Hossain
Associate Account Director
Libanza Limited

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 Appointment Letter

September 3, 2023

Sakib Hasan,
252, North Shahjahanpur, Dhaka.

Dear Mr. Sakib Hasan

This is to inform you with great pleasure that you have been selected for the position of
Internship at Libanza Ltd. In reference to your job application and interview dated 31 August
2023 the management is pleased to appoint you for the position at Libanza Ltd. Apt. 4-S.
House 62, Road 14/1. Block G. Niketan, Dhaka 1212 with effect from 06 September, 2023.

Signing of this letter of appointment will be considered as your unconditional acceptance to

the following terms and conditions

1. Duties of Employment

Your normal hours of work will be from 10:00 AM to 6:30 PM from Sunday to Thursday.

1. The first Three month of your joining will be considered as 'probation period After successful
completion of the probation period your job will be permanent

2. As you will be employed on a full-time basis for the Company, your hours of work may vary
and additional hours may be required to meet the duties responsibilities of your position. To
that extent your consent is required to work hours in excess of the maximum daily or weekly
hours prescribed stated in above, this provision constitutes such consent

3. During your employment under this Agreement, you will report to Head of Operations and to
the Head of Business of the Company or any other designated person.

4. You shall not involve yourself in any other business venture/work/entity other than the work
of or for Libanza.

5. You shall not in any circumstances impart any information regarding the business affairs of
the company (or of any associate or affiliate of the company) to any person, firm or company
except under the direction and with written consent of the Head of Business and Head of
Operation

6. You are required to perform the duties assigned to you diligently and faithfully and to the
best of your abilities. You are required to always obey all rules and regulations of the company
during your employment with the Company.

Page 1 of 2
LIBANZA LIMITED | APT 4S HOUSE 63 ROAD 1 BLOCK G NIKETAN GULISHAN 1 DHAKA 1212 BANGLADESH | PHONE 096 7878 7373 | WWW.LIBANZA.COM.BD

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2. Remuneration
Your salary package will be Tk - 5,000
Net Salary 5,000BDT
In words: Taka Five Thousand only.

3.0 Obligation of Employees

3.1 You are required to devote full-time energy and attention to the duties assigned by the
Company. You are not allowed to have any gainful employment anywhere unless specifically
permitted by the Board of the establishment in writing

3.2 You are obliged to keep confidentiality of all information and documents you are entrusted
with involving the Company's affairs, activities and process employed and shall not pass on
these information or documents to any outsider. Similarly, all incidents within the Company
shall also be kept confidential. Breach of this confidence will be considered as a misconduct.

3.3 You shall have no interest in the trade or use of any of the Company products for personal
gains If any interest exists, it has to be declared in writing and approved by the Head of
Business or Head of Operation. Failure to do so will be considered as a misconduct.

4. Leave & Holidays

You are entitled to have all weekends and holidays according to the company policy You are
not entitled to have any leave during the probation period, if you are to take leave for any
unavoidable circumstances those days will be considered as leave without pay.

We trust you will work with honesty and sincerity towards making positive contributions of the
agency's growth.

Best regards I accept

Tanveer Ahmed Sakib Hasan

Head of Business
Libanza Limited

Page 2 of 2
LIBANZA LIMITED | APT 4S HOUSE 63 ROAD 1 BLOCK G NIKETAN GULISHAN 1 DHAKA 1212 BANGLADESH | PHONE 096 7878 7373 | WWW.LIBANZA.COM.BD

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 Internship Certificate

December 7,2023

Sakib Hasan,
252,North Shahjahanpur,Dhaka.

Subject: Appreciation of Internship.

Dear Mr. Sakib Hasan.

This letter serves as formal confirmation of your internship experience with Libanza Limited

We acknowledge your exceptional contributions during your internship at Libanza Limited. We

take great pleasure in extending our gratitude for your dedication and hard work during your
time here

Your role in the Client Service Department was instrumental in providing valuable support
and assistance to our team. Your ability to quickly learn and handle complex tasks your
proactive approach to problem-solving, and your teamwork skills have been commendable.
Your active participation in various projects and keen insights had significance to the success
of the team

As you move forward in your academic and professional journey, we do not doubt that you will
continue to excel and make a positive impact wherever you go. We believe that your
dedication and enthusiasm will open doors to many opportunities in your future career

We wish you the very best

Sincerely,

Tanveer Ahmed
Head of Business
Libanza Limited

LIBANZA LIMITED | APT 4S HOUSE 63 ROAD 1 BLOCK G NIKETAN GULISHAN 1 DHAKA 1212 BANGLADESH | PHONE 096 7878 7373 | WWW.LIBANZA.COM.BD

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