Financial Management

Submitted to Najmul Hasan Faculty, School of Business

Prepared by Md. Rezaul Hasan

University of Information Technology and Sciences (UITS)

6th April, 2012

Acknowledgement
I would like to express my humble gratitude to the Almighty Allah for enabling me to complete the enormous job of this term paper. This analysis would not have been possible without the help, encouragement and appreciation of many individuals. I would like to express my heartfelt gratitude to my supervisor, Rahma Akhter, Lecturer, School of Business, University of Information Technology & Sciences for her constant guidance and helpful suggestion during the course of analysis. This analysis would not have attained its current shape without her encouragement and continuous support. I would like to express my deepest gratitude to my parents for their continuous support, constant inspiration and loving care given and shown to me during my studies and analysis. I also acknowledge my debt to all who helped me in collecting informative data related to the analysis during my field visit to study area.

Md. Rezaul Hasan

6th April, 2012 Miss. Afrins Farid Faculty, School of Business University of Information Technology and Science

Subject: Submission of the term paper.

Dear Sir, Im very happy to inform you that I have completed my term paper. As you selected the topic of our term paper Measuring the Effectiveness of the Promotional Program I worked on this. I have tried to produce accurate information throughout the term paper. However, may be the some unwanted mistakes for which I apologize. I will be glad if you accept my work. I am expecting your valuable advice and coordination for our future developments.

Thanking you. Sincerely, Md. Rezaul Hasan ID: 10310644 Semester: 7th Department: BBA

Executive Summary

Measuring the effectiveness of the promotional program is a critical element in the promotional planning process. Research allows the marketing manager to evaluate the performance of specific program elements and provides input into the next periods situation analysis. It is a necessary ingredient to a continuing planning process, yet it is often not carried out. It is one of the most important tasks in advertising. This is mainly concerned with how the advertisement and the promotional program will work and how it could me more effective to the consumers. There are some important aspects which should be in concerned while measuring the effectiveness of the promotional program. The facts are discussed throughout the term paper.

Content

Topics Measuring the Effectiveness of the Promotional Program Argument for and against measuring effectiveness Measuring Advertising Effectiveness PACT Testing Weaknesses associated with focus group research Factors that make or break tracking studies Consumer jury test

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