Role of digital marketing in creating brand awareness and affecting consumer buying behavior

This internship report is submitted in partial fulfillment of the requirements for the degree of Bachelor of Business Administration, 2019.

Bibliografski detalji
Glavni autor:	Rahman, Md. Zubair
Daljnji autori:	Akhtar, Afsana
Format:	Internship report
Jezik:	en_US
Izdano:	Brac University 2021
Teme:	Digital Marketing Brand Awareness Consumer Buying Behavior
Online pristup:	http://hdl.handle.net/10361/15565

id	10361-15565
record_format	dspace
spelling	10361-155652021-10-27T21:01:35Z Role of digital marketing in creating brand awareness and affecting consumer buying behavior Rahman, Md. Zubair Akhtar, Afsana Brac Business School, Brac University Digital Marketing Brand Awareness Consumer Buying Behavior This internship report is submitted in partial fulfillment of the requirements for the degree of Bachelor of Business Administration, 2019. Cataloged from PDF version of internship report. Includes bibliographical references (pages 44-45). Having started my career as an intern in one of the country's largest advertising agencies, I was able to see the transformation occurring in the marketing communications arena. With the rise of digital media and the advancement of technology, as well as the changes in modern people's lifestyles, the way to communicate to them was also changing. In line with those changes, the relatively new digital marketing field was gaining enormous momentum and other communication processes were also becoming dependent on it to achieve optimal success for campaigns. And to ensure that optimal success, the company divided the Digital Marketing team in a streamlined manner which placed five categories of resources in the mix to form one large team, consisting of Planners, Account Managers, Copywriters, Graphic Designers & Animators, and last but not the least, Media Buyers. As a member of the Account Management & Client Servicing team, I have looked after one of the prominent FMCG brands in the country, CBL Munchee Bangladesh. While working for this brand, I have experienced first-hand the effect of digital marketing on consumer purchase behavior. CBL Munchee Bangladesh is a flagship biscuit brand of Ceylon Biscuits Limited in Bangladesh. They have around 15 different biscuits for the Bangladeshi market. Now, there are a few challenges of having to promote so many products of one company. Firstly, if you want to promote them digitally, it is better to maintain separate social media brand pages in the digital space for each of them. While this may be the more effective way to ensure the maximum reach of those brands, this is not very budget-friendly, and hence this would not be the ideal route for most of the FMCG brands in Bangladesh. vi So, the companies go for the second option, which is promoting all the brands/products through one single social media page. And this is where it gets really challenging. Given the large volume of advertising messages that the average consumers are exposed to on a daily basis on their news feeds, it is already very difficult to build awareness for one product, let alone 15 products. Hence, this report is about how did we create brand awareness and influence the consumer buying behavior. Here, I have also written about their product, price, place, and promotion strategy in the digital space. Md. Zubair Rahman B. Business Administration 2021-10-27T05:57:06Z 2021-10-27T05:57:06Z 2019. 2019-12 Internship report ID: 12104172 http://hdl.handle.net/10361/15565 en_US Brac University Internship reports are protected by copyright. They may be viewed from this source for any purpose, but reproduction or distribution in any format is prohibited without written permission. 48 Pages application/pdf Brac University
institution	Brac University
collection	Institutional Repository
language	en_US
topic	Digital Marketing Brand Awareness Consumer Buying Behavior
spellingShingle	Digital Marketing Brand Awareness Consumer Buying Behavior Rahman, Md. Zubair Role of digital marketing in creating brand awareness and affecting consumer buying behavior
description	This internship report is submitted in partial fulfillment of the requirements for the degree of Bachelor of Business Administration, 2019.
author2	Akhtar, Afsana
author_facet	Akhtar, Afsana Rahman, Md. Zubair
format	Internship report
author	Rahman, Md. Zubair
author_sort	Rahman, Md. Zubair
title	Role of digital marketing in creating brand awareness and affecting consumer buying behavior
title_short	Role of digital marketing in creating brand awareness and affecting consumer buying behavior
title_full	Role of digital marketing in creating brand awareness and affecting consumer buying behavior
title_fullStr	Role of digital marketing in creating brand awareness and affecting consumer buying behavior
title_full_unstemmed	Role of digital marketing in creating brand awareness and affecting consumer buying behavior
title_sort	role of digital marketing in creating brand awareness and affecting consumer buying behavior
publisher	Brac University
publishDate	2021
url	http://hdl.handle.net/10361/15565
work_keys_str_mv	AT rahmanmdzubair roleofdigitalmarketingincreatingbrandawarenessandaffectingconsumerbuyingbehavior
_version_	1814309123913678848

Role of digital marketing in creating brand awareness and affecting consumer buying behavior

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