A RELATIONAL STUDY ON THE EFFECTS OF ADVERTISEMENT ON BRAND RECOGNITION AND RECALL AND INVOLVEMENT OF PROCUREMENT PROCESS

by

Shafquat Halim Chowdhury ID: 0810294

Internship Report Presented to Fulfill

Requirements for the Degree

Bachelor of Business Administration

Independent University, Bangladesh December 2012

A RELATIONAL STUDY ON THE EFFECTS OF ADVERTISEMENT ON BRAND RECOGNITION AND RECALL AND INVOLVEMENT OF PROCUREMENT PROCESS

A RELATIONAL STUDY ON THE EFFECTS OF ADVERTISEMENT ON BRAND RECOGNITION AND RECALL AND INVOLVEMENT OF PROCUREMENT PROCESS

by

Shafquat Halim Chowdhury ID: 0810294

has been approved November 2012

______________________________

Mr. Sohel Islam Lecturer, Marketing School of Business Independent University, Bangladesh

October 31, 2012

Mr. Sohel Islam Lecturer, School of Business Independent University, Bangladesh

Respected Sir, With great privilege and pleasure I submit to you my internship report on A relational study of the effects of advertisement on brand recognition and recall and involvement of procurement process. My relational study involves Banglalink and mainly centers on Robi Axiata Ltd. I hope my report does not only meet your expectations but exceeds it as I have put in my best efforts in its making. Although I am keen on the success of this report, I believe I could have prepared a more superior one, had I the opportunity to prepare such reports prior to this. Nevertheless, this has been a great launching pad for me to have a taste of the corporate world and I have taken away from it bags of knowledge and skills to prepare more of such reports in the future. I would like to express my sincere gratitude to you for your guidance and suggestions in preparing the report. I will be happy to provide any further explanation regarding this research report if necessary.

Thanking You.

Sincerely yours,

Shafquat Halim Chowdhury ID# 0810294

Acknowledgements

The preparation of this report craved a considerable amount of research and rational thinking, and obviously a variety of informational outputs from various sources. I wish to express my heartiest gratitude to everyone who had contributed to making this report a reality. I have received major cooperation from Robi Axiata Ltd and Independent University, Bangladesh. I would firstly thank the authorities of Robi Axiata Ltd for giving me the honor of completing my 3 month internship in their reputable and prestigious organization. The experience and knowledge acquired from this organization had helped shape my report, without which I would have been lost and my report inaccurate. I would specially like to thank my supervisor Fahad Mahmoud, General Manager of Strategy and Analysis, SCM for his continued support and guidance for my report. I would also like to express my sincere gratitude to Sadia Kamal, Manager of Process and Efficiency, SCM for closely looking into and advising me on my research process every step of the way. Together, their cooperation and involvement played a vital role in the completion of my report. In spite of having a rigorous work schedule, both of them found time and made sure in every way humanely possible that I acquire the adequate exposure and knowledge during my tenure as an intern under them. My sincere gratitude goes out to my internship supervisor Mr. Sohel Islam, without whose patience and guidance I would not be able to complete my report successfully. I thank him for encouraging me to proceed with such a relational study to complete my internship requirements. He provided me with full support, time and undivided attention, which were all I could ask for to continue with this complex relational study and compile my report. Last but not the least, I would like to express my gratitude to the respondents of my survey, without whose valuable inputs, my report would be incomplete and inadmissible. Your time and involvement has resulted in my report being accurate, rational and an insight to the procedures of procurement, along with the effects of advertisement and future suggestions.

Table of Contents
Page Executive Summary Introduction Key Achievements Statement of the problem Purpose of the Study Research Timeline Limitations Review of Literature Research Question Hypotheses Development of conceptual framework Methodology Research design Sampling Method Survey Instruments Data Collection Results Conclusion References 11 12 12 12 13 14 15 1-2 3 4 4 4 4 5 6-9 10 10 10

List of Figures
Page Figure 1: Model 1: Ad Airing Frequencies of Banglalink and Robi Axiata Ltd. 2012 Figure 2: Model 2: Ad Expense of Banglalink and Robi Axiata Ltd 2012 Figure 3: Model 3: Conceptual Framework of Research Variables Figure 4: Model 4: Conceptual Framework of Research Variables 7 8 10 10

Executive Summary This paper is aimed at a two-part issue; one is to understand the value of advertisements and its effects on brand recognition and recall. The second is to understand the vital role and the string that connects supply chain management to the establishment of the advertisement, which means the procurement processes involved in the cost-budgeting and shortlisting potential vendors (ad agencies), who will shoot/print the advert. The first issue was schematically approached by preparing a set of close-ended questions, carefully selected to the point where each question has a vital role in my research. Every single question tested the respondents perspective of Bangladeshi adverts and how much selective attention they pay to them, summed with interactive out-of-the-box questions to test their recognition and recalling abilities for selected brands. This interesting method applied keeps the respondents engrossed in the questionnaire and therefore they dont hurry for time and answer rashly. Also a research sample was carefully selected to ensure a more enhanced accuracy of the results achieved via the survey. For instance, teenagers of the university level tend to pay attention to visual details of an advert as well as the message. Unfortunately, the same cannot be said for a sample originating from the rural areas; they tend to pay more attention to the message conveyed by the advert. Keeping this find in mind, the questionnaire was prepared accordingly to cater to these diverse samples and to acquire reliable results. The second issue was apprehended in a much more different way than above. First-hand primary research played an imperative role in the completion of this part. The brand team of Robi Axiata Ltd along with the procurement team of supply chain has given me a close insight on the procedures that lead to the successful choosing of the vendor starting from requesting for quotations, shortlisting potential vendors based on valid reasoning, and finally choosing the right vendor by issuing a purchase order. As for the involvement of procurement, expenditures and policies adhered in the choosing of vendors for these advert projects are explained and illustrated in detail over the length of this report. The different teams and departments involved in such projects are clearly mentioned and their respective roles enunciated. The conclusions reached from the above mentioned preparations and plan executions were that brand recognition and advert recall is very much related and that advertisements have to be of a recurring nature to create these sensations of recall and recognition in the minds of viewers. For example Vodafone TVCs have a recurring theme and characters that help viewers recognize the brand because that is the image Vodafone has left in their minds via various ads of the same nature. The misconception that many brands have is they think advertising wear-out is the key method for brand recognition and recall. And that is the case with many companies here in Bangladesh. Building a theme to capture the interest of their viewers and engraving that
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theme in their minds is the key goal a company that is interested in stepping forward their brand image should look for. For the second issue, primary research has given me exposure, added knowledge and updated data on the procedures of procurement in the making of an advertisement. No company has only one advertising agency as their primary and only media vendor. Multiple vendors are imperative to imply diversification and to implement different themes. Hence each of these vendors need to be approached with care and before all, chosen in accordance with their abilities matching your project criterion. Both these issues were researched upon and finding used to solve 2 problems: 1. How can Robi Axiata Ltd better their procurement procedures to fine tune their choice of media vendors and how to incite them into making world class advertisements? 2. What can ad agencies and branded companies (mainly Robi Axiata Ltd) do to use their advertisements to enhance brand recognition and recall? Both these problems, once solved, can help in the restructuring of brand image positioning in the minds of their market, and maybe move up the ladder to being the greatest company in their respective industry. Introduction What started out as Telekom Malaysia, a Malaysian based company which commenced operations in Bangladesh in 1997 with the name AKTEL; gradually transformed into a joint venture between Axiata Group Berhad Malaysia and NTT Docomo INC., Japan. On the 28th March 2010, the service name was re-branded Robi and became what we know today to be Robi Axiata Ltd. 1 Starting afresh was hard amongst this wild competitive market already lead by giants like GrameenPhone and Banglalink. Rebranding is a risk because the company starts out as new and has to entirely start their promotional activities and other operations in order to get a bite into the market share to simply enter the competition, leave behind winning it. The Bangladeshi telecom industry is one of the most profitable and talked about industries right now, with the industry fully blossomed and still yet to evolve. A total foreign investment may be summed up to $430 million as per the fiscal year 2008-2009. The outcome of these investments, as per 2012, is as follows: Grameen Phone Banglalink Robi Axiata
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39.803 million users 25.743 million users 20.144 million users

Airtel Citycell Teletalk

6.784 million users 1.683 million users 1.367 million users 2

The focus point of my research is the all new and miraculously growing Robi Axiata Ltd. In just a few years time, it has emerged from a stranded AKTEL to a consistently growing Robi, which today is daringly challenging the giants in the business by promoting their brand via various sponsorships and influential advertisements. They have already made a fair establishment of their brand elements, such as their slogan Jole Uthun Apon Shoktite, their popular brand colors of red and white, and their jingle. Besides all this, what makes Robi more prominent is their never ending plight for achieving milestone offers.

Key Achievements Ensuring leading-edge technology, Robi draws from the international expertise of Axiata and NTT DOCOMO INC. It supports 2G voice, CAMEL Phase II & III and GPRS/EDGE service with high speed internet connectivity. Its GSM service is based on a robust network architecture and cutting edge technology such as Intelligent Network (IN), which provides peace-of-mind solutions in terms of voice clarity, extensive nationwide network coverage and multiple global partners for international roaming. It has the widest International Roaming coverage in Bangladesh connecting 600 operators across more than 200 countries. Its customer centric solution includes value added services (VAS), quality customer care, easy access call centers, digital network security and flexible tariff rates. Robi is currently deployed with 21 Customer Care Centers and 430 Robi Care Points in 64 districts all over the country. Robi has over 25,000 retails along with 100,000 voucher sales points all over Bangladesh. Problem Statement The current agenda of many multinational companies is to spend millions on advertisements to promote the brand and hence promote sales. However, it has been observed by researchers worldwide, that the conventional practice of advert repetition and primitive advert quality, a common practice in the Bangladesh ad industry, can negatively affect the viewers and may not cause the effect primarily desired by the companies. Failure to balance cost-benefit in not just brand management, but any department of an organization can incur major losses. Purpose of the Study
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This report, although focused on Robi, will discuss the cost-benefit balance of the creative advertisement department and how it is related to brand recognition and recall, relating its efficiency with that of Banglalink which has proven itself to be a pioneer in the creative sector. The purpose here is to distinguish the importance of making an advertisement that, when portrayed appropriately, will incite its viewers to being responsive; the ways in which advertisements can be efficiently used to reel in market share. Research Timeline 2012 2012 2012 2012 Limitations The topic is such that it relies on the response of viewers of TVCs and magazine readers. My secondary research revealed data extracted from regions that are demographically different. Since my research is limited to Bangladesh only, it would be immoral to relate that data with that of Bangladesh. Moreover, Bangladesh is a country of varying classes, and people from each class respond differently to advertisements. Therefore, to find an accurate linkage between costs of making an advert to the worth of the viewers response is extremely difficult, if not impossible. This would leave my report with errors that cannot be mended. However, keeping this major limitation in mind, I have performed my survey and research with profound attention to detail, to make this report as close to the reality margin as humanely possible. October November November 22 November 29 Research Proposal and Literature Review Data Collection (surveys, questionnaires), Analysis and Interpretation Draft Submission of Research Report Final Research Report Submission

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Literature Review The definition of advertising has changed over the years. Before, it was simply about selling the product with a flashy billboard or a very influential radio transmission, or a convincing print ad, and the best of them all would be to mix them all and make a TVC. Sergio Zyman, ex-vice president of Coca-Cola, said recently, Advertising, as you know it, is dead. He then redefined advertising: Advertising is a lot more than just television commercialsit includes branding, packaging, celebrity spokespeople, sponsorships, publicity, customer service, the way you treat your employees, and even the way your secretary answers the phone. (Zyman, S. (2003). The End of Advertising As We Know It. New York: John Wiley & Sons.) We used to know the exact above definition to be that of marketing, but as we can see, advertising has engulfed the world of marketing to become one entity. My questionnaire has proven that advertising has gone way over the realm of simply conveying message and visual. It is so much more now. One of my findings of Robi Axiata Ltd is that its adverts contain both the problem and, obviously, the solution of the problem. Most adverts blatantly flaunt offers, which is ultimately the solution, but to what? The very first lesson taught in marketing was that if one innovates, then it is to solve a problem. The top-down approach would be to find the problem and then invent or discover a solution to it. The aim of advertising is not to state the facts about a product but to sell a solution or a dream. Address your advertising to the customers aspirations. (Kotler, 2003) Concept generation for an advert is the heart of sales. The printing or video quality of the advert will be an absolute waste of money if the concept isnt well generated. The age when directing an advert directly to the product is over. Advertisers everywhere are discovering creative methods of indirectly presenting the advert, so as to pull off a surprise effect when the viewers see the real message. This element of advertising gives companies an edge over the others as mature and thoughtful idea generators, hence giving them a USP over their competitors. Robi Axiata has begun implementing these methods but is not consistent with its application. I personally find the concept generation of their adverts conventional as it misses the wow factor that Banglalink possesses. Banglalink on the other hand uses a theme that is relevant to the youth, and expresses fun or excitement through their adverts and also indirect concepts to reflect their offers. Revlon founder Charles Revsons remark:In our factory, we make lipstick. In our advertising, we sell hope. (Jensen, R. (1999). The Dream Society: How the Coming Shift from Information to Imagination Will Transform Your Business. New York: McGraw-Hill.) My findings show that Banglalink has a more frequency in airing adverts than Robi Axiata. As per the Bangladesh Brand Forum Monthly Magazine, Reg 35/2009, Issue 07, Volume 04, September 2012, from
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June 2012 to August 2012, Banglalink had an increase in the rate of airing adverts of 17% and Robi had an increase of 11% compared to that of June 2011. In July 2012, Banglalink and Robi had an airing rate of 21% and 1% respectively, relatively with June 2011.

Figure 1: Model 1: Ad Airing Frequencies of Banglalink and Robi Axiata Ltd. 2012 We can clearly recover from the graph that Banglalink has had a greater rate of airing ads than Robi Axiata over the period of June to August 2012. The advertising era of Bangladesh has reached an all-time high. Telecom companies find that using the highest class red-eye cameras and the best production staff to produce an advert of the highest print or video quality is the norm to grab sales. This is not the case, because the best advertisers are the satisfied customers. (Kotler, 2003). A company that saves money is a company that invests more in the development of their products and services. If Robi Axiata, the company that has achieved a milestone in the discovery of unique offers, saves itself from making cut-throat extravagant adverts, and spends more in their product developments, Bangladeshs telecom giants will be facing a new fierce competitor reaching for the stars. Figure 3 may show that Banglalink is a company that airs its ads in a greater frequency than Robi, but if we look closely, then we can find that Robi has a steep increase in their ad airing from July to August 2012, unlike Banglalink. This is a successful tragedy as Robi has utilized an out-of-the-box strategy of developing its services rather than spending millions on ad airing. The result of which is the latest 2400% bonus offer that they have aired, the first in Bangladesh, giving them a USP over not only Banglalink, but all their competitors.

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Dr. Steuart Henderson Britt, passionately believed in advertising. Doing business without advertising is like winking at a girl in the dark. You know what you are doing, but nobody else does. (Kotler, 2003). Excess advertising must be controlled, but cannot be eradicated completely for the sake of R&D. Complete transparency with a companys audience is of utmost importance in this day and age. What better way to do that than advertising? However, what one can do is utilize the companys resources cleverly so that a suitable amount can be allocated for the purposes of R&D. Grameen Phone stands first in terms of ad expense in the period of June to August 2012. (Bangladesh Brand Forum Monthly Magazine, Reg 35/2009, Issue 07, Volume 04, September 2012). The same resource says Banglalink stands in 3 rd place and Robi in 5th place.

Figure 2: Model 2: Ad Expense of Banglalink and Robi Axiata Ltd 2012 In the period of three months from June to August 2012, Banglalink shows to have spent 9 million BDT on ad expenses while Robi Axiata spent around 5 million BDT. The working capital of the media departments of these companies is also a factor playing a role in their expense numbers. The media must be chosen for their ability to reach the target market cost-effectively. (Kotler, 2003) Banglalink was in 3rd place in June 2012 with 14% sharing of ad cost, whereas Robi stood in 4 th place with 10% ad cost. Banglalink stood in 3rd place with 19% and 15% ad cost respectively in July and August of 2012, whereas Robi had a 5th and 4th place in July and August 2012 with 1% and 12% respectively. The procurement system works as such that if an employee of the creative department can save money from the proposed budget in the production of an ad, provided he/she has executed the advert whilst meeting the companys specifications, then his/her individual KPI (key performance indicator), then the
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employee has graded up in his particular post and this reflects in his/her increments and salary structure. Therefore in the telecom companies, employees of the supply chain management/procurement division are in constant search for the lowest bidder of the highest quality products. The same can be said for other departments as well. These performance indicators help auditors to analyze the performance of the entire organization as a whole, by gathering individual and company KPIs, analyzing both and reporting a structure that helps the stakeholders review them with accuracy and respond accordingly. With the help of Philip Kotlers exquisite expertise, and the help of Robi Axiatas internal resources, the researcher can safely say that advertising goes beyond simply flaunting products and services using visuals and enticing texts. Banglalink and Robi Axiata are head to head warriors of the industry fighting for their rightful positions in the Bangladeshi market. However, I believe that keeping up with the ever changing market environment and working accordingly will help the company stay upgraded and keep it in line with the fluctuating needs of the customers.

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Research Question The following questions need to be addressed for the study: 1) Is there a link that connects advertisements to brand recognition and recall? 2) Is there a significant relationship between advertisement wear-out and brand recognition recall? 3) Is the cost of making an advert balanced by the responsiveness of the viewers to the advert? Hypothesis The hypothesis that can be derived from the research questions are: 1) There is a significant bridge that links advertisements to brand recognition and recall. 2) There is a significant relationship between advertisement wear-out and brand recognition. 3) A balance between the cost of making an advert and the benefit of response from the viewers is possible.

Advertisement

Brand Recognition and Recall

Figure 3: Model 3: Conceptual Framework of Research Variables

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Cost of Advert Making

Benefit of Response

Satisfaction

Figure 4: Model 4: Conceptual Framework of Research Variables

Methodology Research Design The illustrations of the conceptual framework models 1 and 2 both give a visual gist of the existence of a bridge between their respective variables. The main purpose of this research is to evaluate the correlation among these variables. This research is about exploring the linkages between adverts and responsiveness of the viewers on seeing them; also to evaluate the balance between the cost of generating these adverts and the benefits they bring in. Here we can find that the dependent and independent variables in both models are quite obvious. In Model 1, the dependent variable is the Brand Recognition and Recall, whereas the independent variable is the Advertisement. As for Model 2, the dependent variable is the Benefit of Response and Satisfaction, whereas the independent variable is the Cost of Making Advert. Here the researcher is attempting to find if any changes in the independent variables will incur a variation in the dependent variables, thus proving that a relationship exists. The researcher will also find the degree to which a change in the independent variables will bring about what degree of change in the dependent variables; i.e. the degree of relation between the variables is pronounced here. Therefore, the correlation study was used for this study.

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Sampling Method The data required was extracted from regular TV watchers; hence no particular sample frame was available for the survey. Convenience sampling was used and the researcher collected data from teenagers who spend a sufficient amount of time watching television and reading magazines and traveling, from tea stalls where people spend their leisure times watching TV and from regular mall-goers who are exposed to billboards, at random. This type of sampling is the cheapest and easiest form of sampling in the book. The questions were made to be fun and concise to help respondents to spare as little of their time as possible and to give their honest inputs so it could be used to sum up to a near-accurate outcome of my hypothesis. Due to time constraints the sampling area was confined to Dhaka city only. A total of 50 respondents have participated in the survey. Survey Instrument The instrument used for data collection for this case was the questionnaire. Questionnaires contain a very critically selected set of questions and can be answered very promptly; unlike that of interviews or focus groups which require an appointment of a certain amount of time. Plus 50 is a relatively high amount to consider interviewing or focus grouping. The best alternative therefore would be the questionnaire, whose data can be quickly collected and organized for correlation etc. A set of close-ended questions whose answering scale is that of the Likers scale. The advantages of questionnaires are that respondents do not have to disclose their identity (normally) and henceforth find it much more comfortable to answer the questions honestly knowing that they will not be judged on the basis of their answers later. Questionnaires, unlike interviews or focus groups, can be conducted in any kind of environment, since it is simply a matter of ticks, and takes very little time to complete; lets not also forget that it is the cheapest form of survey. Data Collection Due to the nature of the questionnaire, an SPSS was unnecessary as the questions were very straightforward, and any correlation would be easily detected. Banglalink spends relatively more than Robi on their adverts. Also, a more important observation showed that more respondents have been exposed to the Banglalink print ad than that of Robi. A detailed statistical research was not needed, as the researchers concern was with the general outcome of the hypotheses mentioned. Performing an SPSS would have been an expense of time and money that was irrelevant to this particular research.

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Results 67% of the respondents had been exposed to the Banglalink print ad while only 23% had seen the Robi print ad before, and had difficulty recalling it. Only 3% of the respondents had seen both print ads before. 36% of the respondents felt that Banglalinks adverts had an effect on them, while 31% felt that Robis adverts had an effect on them, 10% voted both, and the rest felt no effects from either companys adverts. The researcher found that of all respondents, an astounding 80% of the respondents felt that the message of the adverts influence them. Of these, 64% of the respondents come from rural backgrounds. The researcher found that conveying an enticing message captures a whole different segment of market share. In this instance, rural people look for offers rather than the visual aids that boost the offers. However, regular family men and teenagers look for the whole visual and message package, which if persuasive, can influence them into becoming potential subscribers. A big 10% of the respondents did not think either of visual or message aspects of an advert influence them. They buy on a need basis and are not entirely affected by adverts. Unfortunately none of the respondents felt that either offer is unique. Almost all respondents were able to recall both Banglalink and Robis brand colors correctly. This may be a major plus point for Robi as Banglalink has had a head start since Robi is new. Although only 26% of the respondents were able to recall Robis slogan, 38% could recall Banglalinks slogan. The rest couldnt recall either brands slogans. Satisfaction levels were matched with the respondents respective subscribed telecom companies. The findings were such that 34% of the respondents were GP users and voted not satisfied with either Banglalink or Robis adverts, and 9% of the respondents voted the same but were subscribed to other telecom companies. 18% of the respondents voted the same and were Robi subscribers. While 8% of Banglalink subscribers voted not satisfied. On the contrary, it was found that 15% of Robi subscribers were satisfied with Robis adverts while 8% of Banglalink subscribers were satisfied with Banglalink adverts. Only 4% of the respondents subscribed to other telecom companies were satisfied with Robis adverts, while 5% of them were satisfied with Banglalinks adverts. However meager, the existence of the link still stands after the survey that advertisements are linked to brand recognition and recall. Whereas a link between cost of making adverts and satisfaction wasnt found. The researcher believes that concept generation plays a much more vital role in an advert than expenditure. Expenditure, although necessary, must be a package deal with concept to make the perfect advert.
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Hypothesis Result There is a significant linkage between advertisements and brand recognition and recall. There is no significant link between cost of making an advert and satisfaction. There is a significant link between advertisement wear-out and brand recognition. Conclusion To sum it up, the researcher had found through secondary and primary research that finding a link between advertisement and brand recognition and recall is a particularly challenging research as accurate results are hard to extract. However, to the researchers best efforts, it was found that a link exists as the most unbiased answers point us towards that direction. The most unique offers do not crave expensive designs to express to the public, because the uniqueness speaks for itself. That is the reason why Robi had been able to climb the market ladder so much in so little time. Their adverts may still be in need of maturity, but their offers are either unique or in line with the giants that lead in the industry. As for the cost of making adverts, it was found that the numbers deviate from the hypothesis that says that viewer satisfaction and cost of making adverts are linked and balanced. The researcher believes that, had he more time and resources, could prove that it is not the money spent, but the concept that mediates the advert that reflects viewer satisfaction. Robi Axiata has a long way to go even though it has leaped through most of the years due to excellent expert expertise. Their brand team would find it helpful to stay updated with the current customer satisfaction aspects and how customers react to which aspects of an advert. Robi axiata has a long future but it needs to realize what to do with it. Advertisements must stay in balance with R&D at all times because, without an offer, adverts are just a way of reminding viewers that such a company exists, which is just a waste of money because it will not bring in the market. However, discovering and flaunting the right offer at the right time helps to not only capture the viewers attention, but also to reel in market share, which Robi needs more of if it wants to compete with the giants.

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Reference: Burman, B. and Biswas, A. (2004). Reference prices in retail advertisements: moderating effects of market price dispersion and need for cognition on consumer value perception and shopping intention. Journal of Product & Brand Management, 13, 379389. Kotler P. and Armstrong G. (2002). Principles of Marketing, Ninth edition, Prentice-Hall. Schiffman, L. G. and Kanuk, L. L. (2004). Consumer Behavior. Eight Edition, Prentice-Hall of India. Waller, M. A. and Ahire, S. (1996). Management perception of the link between product quality and customers view of product quality. International Journal of Operations & Production Management, 16, 9, 23-33. Zyman, S. (2003). The End of Advertising As We Know It. New York: John Wiley & Sons. Kotler, 2003 Jensen, R. (1999). The Dream Society: How the Coming Shift from Information to Imagination Will Transform Your Business. New York: McGraw-Hill. Brand Forum (2012). Media Scan. Mobile Operators Expenditure for Advertising, Period:1 st-30th September, 2012. Bangladesh Brand Forum Monthly Magazine, Reg No 35/2009. Issue 8, Volume 4, October 2012. Brand Forum (2012). Media Scan. Mobile Phone Industry: the Dominant Advertisers, Period: June to August, 2012. Bangladesh Brand Forum Monthly Magazine, Reg No 35/2009. Issue 7, Volume 4, September 2012. Robi Home Page, About Robi, http://www.robi.com.bd/page/view/92 Bangladesh Telecommunications Regulatory Commission, History of Bangladesh Telecom, http://www.btrc.gov.bd/index.php/industry-focus/telecom-sectors

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Appendix 1

Questionnaire for Advert Viewers This is a survey about the effects of advertising on the consumers purchase decisions. Your honest opinions will be highly valued and appreciated. There is no right or wrong answer. Participation in this survey is completely voluntary. All answers will be kept confidential. Please circle the number which closely matches your opinion: The following questions are related to your opinion regarding the relationship between advertisements and consumers buying behavior. Strongly Disagree/GP Disagree/Banglalink 1 2 Uncertain/Airtel 3 Agree/Robi Strongly Agree/Other 4 5

1) I have seen this ad before 2) This ads visuals had an effect on me 3) This ads message had an effect on me 4) Which Telecom subscriber are you? 5) This offer is unique 6) When I think of Robi, I can recall their brand color 7) When I think of Robi, I can recall their slogan 8) I am satisfied with Robis adverts 9) I am satisfied with Robis offers

1 1 1 1 1 1 1 1 1

2 2 2 2 2 2 2 2 2

3 3 3 3 3 3 3 3 3

4 4 4 4 4 4 4 4 4

5 5 5 5 5 5 5 5 5

10) 11) 12) 13) 14) 15) 16) 17) 18)

I have seen this ad before This ads visuals had an effect on me This ads message had an effect on me I can recall the brand without the logo for this ad This offer is unique When I think of Banglalink, I can recall their brand color When I think of Banglalink, I can recall their slogan I am satisfied with Banglalinks adverts I am satisfied with Banglalinks offers

1 1 1 1 1 1 1 1 1

2 2 2 2 2 2 2 2 2

3 3 3 3 3 3 3 3 3

4 4 4 4 4 4 4 4 4

5 5 5 5 5 5 5 5 5