Examples of advertisements using 12

communication techniques and

evaluating their effectiveness
COURSE CODE: M603:
Buyer Behavior
Submitted by:
SUBMITTED TO: -Asharful Ambia : ZR 1901011
Md. Iftekharul Amin -Anika Mobin Ahmed : RQ 1901026
-Ehsanul Azim : ZR 1901029
Associate Professor -Mohammad Mofijul Islam (Shuvro) :ZR 1901030
IBA, University of Dhaka
 •Berger Paint ad highlights the well decorated and colorful walls of the house. It is
blended nicely with the family celebration. The tag line also is quite catchy:

a. Aesthetic appeal •যুগ যুগ ধরে উৎসব রাঙাতে

•Youtube link: https://www.youtube.com/watch?v=IgiF3egrT7A

b. Source Credibility

•This Lifebuyoy ad portrays a doctor who endorses

that this will provide protection against germs.
This statement is more credible as it is coming
from a doctor.

•Youtube link:
https://www.youtube.com/watch?v=CDtQWG8Hh
t8
 c. Celebrity Source

•UCB uses the biggest celebrity

of Bangladesh at the moment –
Shakib al Hasan.

•The tag line is “Together we

are United”

•Youtube Link:
https://www.youtube.com/watc
h?v=h0uLn6MSkEs
 d. Testimonial Ad

•Typical member of the target market

recounts his/ her successful use of the
product, service or idea

• Tagline:
যেখানেই দিন বদলের চেস্টা সেখানেই বাংলালিংক।

•YouTube link:
https://www.youtube.com/watch?v=G_vAj74o15E
 e. Fear Appeal
• Use the threat of unpleasant consequences if
attitude or behavior not altered

•Tagline: সংকোচ নয়, চাই সচেতনতা।

•YouTube link:
https://www.youtube.com/watch?v=gi9bqyQ5rfE
 f. Humor appeal Bou Rani Print Sari

•This type of add is used to increase

attention and linking of the ad and
increases attitude towards the brand

•Tagline:
ঘরের কথা পরে জানলো কেমনে?
-এই যে এমনে!

•Youtube link:
https://www.youtube.com/watch?
v=ayWtvzBiFMg
g. Emotional Appeal

•Banglalink mobile network TVC

expressing the very emotional story
of a mother who lost her child
during 1971

•Youtube link:
https://www.youtube.com/watch?v=
YrPPz_kJFfY

•
h. Comparative Approach

•Fresh Cement distinguish

their product by comparing it
different features with
common cement

•Tag Line: High Performance

Cement
i. Non-Verbal elements

•Jui Coconut oil uses the symbol of

bullet and blood and link it with
hair, where their product is used .
The add tried to get emotional
attachment with the international
mother language day.
 •PHP Arabian Horse Super had an advertisement of their product-
“Dheotin” where two sided appeal is used through the message that
j. Two sided quality products will be charged a bit more.
appeal •Youtube link:
https://www.youtube.com/watch?v=ReLmjUheZzc
 k. Positive message
framing

•Brac shared an advertisement to create

awareness on women harassment and positively
shares a message that protest should be done to
raise voice against harassment and stop violence
towards women.

•Youtube link:
https://www.youtube.com/watch?v=RS6h3IxMMK4
 l. Negative message
framing

•All cigarettes packs come a negative message –

Smoking causes stroke or its injurious to health, It
also shows the harm through graphical health
warning like the damage that smoking may cause.
Thank you!