Introduction

It is known as 'crazy medicine'. Now 'YABA' a new drug more popular than heroin in parts of the Far East, is heading for Bangladesh. The drug, which creates an intense hallucinogenic effect and can enable users to stay awake for days on end, was originally created by German chemists instructed by Adolph Hitler to find a stimulant that would help his soldiers to fight around the clock. Drug experts are warning that Bangladesh is being targeted by YABA producers operating out of the so-called Golden Triangle - the drug producing areas which straddle the borders of Thailand, Burma and Laos. Few days ago, more than 1, 30,000 of YABA tablets were intercepted at banani area with lots of other material which surely enough to demoralize youths mind. There have been other several seizures in other area of Dhaka city, and there is evidence that illegal laboratories in banani are attempting to make it. There are already 17 behind bars, 20 on the run, estimated 5000 victims because of deadly YABA. Its an intelligent, persuasive terrorism. Youth are committing inhuman activities. 'We are watching this with extreme concern as todays youngs are maker of the future. Youths must know that regular use of the drug has been linked to lung and kidney disorders, hallucinations and paranoia. A frequent hallucination is 'speed bugs' or 'crank bugs'. The user believes bugs live under his or her skin and becomes desperate to get them out. Those coming off the drug are also susceptible to severe depression and suicidal urges. Demand for the drug in Bangladesh is being fuelled by the elite class society who would do anything to be entertained even its mean death and moral disorder, who talked about the intense high it induces. The so-called Nazi method of making YABA was first noticed in Thailand more than 30 years ago. At the time it was legal, possession and supply of YABA was criminalized in 1970, but the market simply went underground. By the mid-Nineties - with students and other young people turning to the drug - seizures of YABA overtook those of other drugs. According to the Public Health Ministry, the number of students entering rehab in Bangladesh to deal with YABA addiction has risen destructively in the past three years among the major cities. After been motivated by the above issue, that we must eradicate yaba from its roots, this is our small attempt to raise awareness among the youths, especially college and university goers who are pretty much vulnerable to get addicted with this deadly YABA. By doing a one month duration Anti-Yaba advertisement campaign through broadcasting and publishing on newspaper and by other available media

tools we will try to reach young peoples mind and making them more conscious about their decision.

Mission of the IMC Mix

Target market: Youngsters and youth who are college and university students aged between 16 years to 30 years who has addiction towards YABA or has the interest towards YABA intakes. Organizational objectives: Our organizational objectives are to prevent YABA fascinations and YABA intakes between youngsters. Marketing objectives: o Primary objectives : To set-up an ad campaign to stop intake of YABA by its users. o Long-term objectives: To prevent YABA intake among the users of YABA and to finally ban the YABA completely in Bangladesh. Promotional objectives : Public relation : We will arrange a press conference and announce about our new ad campaign that we are launching shortly, to tell them about its effect and the reason for it to be successful. We will organize some promotional campaigns in different colleges and universities specially those where this deadly tablet have its potential buyer. Those promotional campaigns would be like the followings: o Anti-yaba Concerts o Sponsor Sport Tournaments to advertise and raise fund for YABA Victims. Advertising objectives: We have a plan to increase awareness among YABA customers to decrease the sale of YABA in the local markets and also eradicate it from the ground levels. Selective Medias: Television ads: Television will be the best method to reach our customers. So, to establish our goal we have to telecast our advertisement through TV media. We have selected 2 media channels, NTV and ATN Bangla.

Advantages: Creativity and impact: The product or service is itself a creative promotion, thus television will be the best tool to present the campaign message. Coverage and cost effectiveness: Television advertising is the only possible tool for the high reach of large audience. Thus the cost per exposure is less and will make it more cost effective. Our main target is to reach the higher and the upper class people and the best tool to reach them is television. Captivity and attention : Based on the new set of business, the primary goal is to make the audience aware of the new threat. Thus, to advertise before or between the favorite programs will create the attention. Selectivity and attention : Advantage of television is the flexibility to reach the audience. Thus we could place our ad at any time as possible to reach the consumer. Disadvantage: Fleeting message: TV commercial last for only 60 seconds or less and leave nothing tangible for the viewer to examine or consider. So it might not have the greater impact on to the consumers mind. Limited viewers attention : sometime viewers block the network of the advertisement. For these spot of the ad-campaign will be wasted. Newspaper & Supplements: We have planned for one month period. For this we will give 175 insertions through newspapers and supplements. Advantages : o It can reach greater amount of audience. o Also got responsive timing people can read through the information. o Can attract audience interest. o Moreover it has the geographic selectivity. Disadvantages: o The main disadvantage it has got is short life span. People hardly spend a large chunk of time on newspaper. o Clutter problems: variety of information at the same time. o It has got limited targeting capabilities and Reproduction constraints. Once the information is being published cannot be changed if problem persists.

Radio Commercial : Radio listening is increasing and reaching towards a large number of audience nowadays, therefore without any doubt radio commercial will be an effective communication method to attract our targeted audience. As music is the main source to attract listener on the radio, we are looking forward to sponsor a 30/20 minutes music based program to reach vast amount of audience. Nonetheless we selected radio stations like Radio Today and Radio Foorti, VOA and Bangladesh betar to convey our message to the youths, which have become very popular among them. Advantages: o It can reach greater amount of audience. o Selective timings, when young listener listens to radio most. o Cost effective. o High frequency. Disadvantage: o Clutter and low attention getting. o Audio only. o Fleeting message.

Money (budget) allocation for the IMC tools

Item Specification Television Advertising - Making - Broadcasting Radio Commercial Print Advertising Press Poster Leaflet

expenditure 4, 95,938 TK. 16,26,100 TK. 1, 34,205 TK. 16, 82,045 TK. 1, 68,160 TK. 2, 25,291 TK. 2,00000 TK 81,600 TK. 15, 00000 TK. 61,13,339 TK.

Direct Mail - Mailing Leaflet Add. Estimate for clubs and restaurants Money for a continuous ad campaign Total

Television Advertising Estimate for the Ad campaign (Making)

Item Quantity Duration Cost (+) 15% Vat Sub Total (+) 15% Vat on DTP and AC Total Ad campaign 2 60 sec. and above 375000 56250 431250 64688 495938

Estimate for Television (On-air)

Spot category Mid break in films/Programs

TVC duration 60 seconds 30 seconds

Rate of Spot 24000 12000

No. of spot 7 13

Total amount in TK. 168000 156000

NTV

Before News

60 seconds

30000

180000

2 n d mid in news Specific choice before prog.

30 seconds

18000

11

198000

60 seconds 30 seconds

21000 10500

9 14

189000 147000

ATN Bangla

Middle break in film prog.

60 seconds 40 seconds

24000 16000

7 13

168000 208000

Basic Amount 15% vat on the basic amount Net payable Radio Commercial Estimate for radio commercial
Advertisi ng or spot duration 60 sec. 20 min. Spot category Each time (In TK.) 2000 18000 No. of spot Total

14,14000 212100 16,26100

Radio Stations

Ordinary Sponsor ed prog. Before news Mid break during news

20 2

40000 36000

Radio Foorti, VOA, Radio Today, Bangladesh Betar.

30 sec. 30 sec.

5000 7000

2 2

10000 14000

Production Cost: Spot Announcement ( 1 or 2 voice) Jingle 20/30 min. sponsored prog. (Music based) Total Exp.(with vat)

2300 7500 6900 134205 + 15% vat included on every category

Print advertising Estimate for the press media budget

The daily star: Lifestyle and Rising Stars section Description: Inner page 4 color only 6

Estimated time/Date of issue Between Nov, 15 t h to Dec, 15 t h , 07 Cost 900 TK. Per issue Total: 27000(900*30) TK. The daily star weekend Magazine Description: Inside full page (ptg. Area: 7*9.5) Estimated time/Date of issue - Between Nov, 15 t h to Dec, 15 t h , 07 (Only on Friday of weekend) Cost 15000 TK. Per issue Total: 75000 (15000*5) TK. Star Campus (weekend) Description: Inside full page (ptg. Area: 7*9.5) Estimated time/Date of issue Between Nov, 15 t h to Dec, 15 t h , 07 (Only on Tuesday of weekend) Cost 12000 TK. Per issue Total: 48000 (12000*4) TK. Star Insight (weekend) Description: Inside full page (ptg. Area: 7*9.5) Estimated time/Date of issue - Between Nov, 15 t h to Dec, 15 t h , 07 (Only on Saturday of weekend) Cost 5000 TK. Per issue Total: 20000 (5000*4) TK. Subtotal: (75000+48000+20000) = 143000 TK + *12870(VAT) = 155,870 TK. **15% VAT will be changed on 60% gross amount as for Govt. rules - 12870

Estimate for the Press Ad Design and DTP

Item Quantities Size Cost Professional graphic designer (designing Cost) Model Sub Total (+) VAT 15% Total Press Ad & DTP 4nos Full page, 80 col/inch, 40 col/inch, 24/col inch. 43040 15000 5000 62040 9456 72,496

Estimate for the Press Media Budget

Item Quantities Size Cost Less 15% Discount Sub Total (+) 15% VAT on 60% of total Total Print Ad 157 insertion Full size, 40col-inch, 24 col-inch, 18 col-inch 1569000 235350 1333650 120029 1453679

Estimate for the Poster/Poster distribution

Poster Making Expenditure Item Quantities Size Printing Cost (+)VAT 4.5% Design & DTP poster 20000 Nos. 19*29* 120 GSM Art paper 99275 19900

Sub Total(+) 15% VAT on 119175 + 2985 DTP & AC Total 122160 Poster Distribution Expenditure Quantities 20000 Nos. Size 20*20 Total Cost (+) Vat 4.5% 40000 + 6000 = 46000

Estimate for the Leaflet

Item Leaflet Quantities Size 8.25 * 11 Printing Paper Cost (+)VAT 4.5% Sub Total Design & DTP Sub Total (+) 15% VAT Total

200000nos : 120 GSM art Tk.180000 Tk.8100 Tk.188100 Tk.7805 Tk.195905 Tk.29386 Tk.225291

Direct Mail: Estimate for the Mailing Leaflets

Item Quantities Size Cost Total Mail 50000nos 8.25 * 11 200000 TK. 200000 TK.

Additional Estimate for the clubs, Restaurant for Awareness intensifying:

Item Quantities Cost Total Umbrella, signboard stand, and miscellaneous items As per requirement 81600 81600

Message generation (appeal and execution style decisions)

Appeal and execution style: The advertising appeal refers to the approach used to attention of consumers or influence there feelings towards service or cause. An advertising appeal can also be something that moves people, speaks to their wants or attract the the product viewed as needs, and 9

excites their interest. The creative execution style is the way a particular appeal is tuned into an advertising message presented to the consumer. Appeal used in our advertising: A combination of informational/rational and emotional appeal is used in our ad-campaign. Target audiences decisions are often made on the basis of both emotional and informational/rational motives in an issue like anti-yaba campaign, and attention must be given to both elements in developing effective advertising.

Advertising execution techniques: Advertising message can be presented or executed in numerous ways in our Ad we use testimonial slice of life dramatization, combination.

Media planning and strategy:

Media planning is very important to reduce the essence of YABA from our culture. Options include mass media such as television, newspapers, radio and magazines as well as out of the home media such as out door advertising like word of mouth and transit advertising. A variety of support media such as direct marketing, interactive media, and promotional products advertising must be considered. The internet and interactive media leads to increase the complexity of this process. The potentiality for achieving effective communications through a well designed media strategy boosts up too. There are some basic concepts of media planning, which we can use as path of preventing YABA. Our plans are as follows. Media planning : Media planning is a process which means a number of decisions are made, each of which may be altered as the plan develops. Through our media planning, we can deliver the promotional message against YABA; people who take YABA can loose attraction about this crazy medicine during the message. Medium: We know now a days YABA is becoming popular addiction in the young society, so we can deliver awareness message which includes broadcast media like TV, Radio and other mediums of communications. TV and Radio will be our major medium to bring consciousness among the YABA edicts. The print media like Newspapers and Magazine ads are also an important medium to prevent YABA from the young society. Media Vehicle: Media vehicle is the specific carrier within a medium category. Here the media vehicle can be an electronic media like television Ad; on the other hand newspaper is also a media vehicle, by 10

printing awareness message consciousness about YABA.

in

the

newspaper

we

can

create

Coverage : We know that our target audiences are the youngsters but if we campaign anti-yaba advertisement through electronic media or newspaper it will bring coverage all over the country and all kinds of people get the awareness message through the media vehicle. Frequency : We will be having adequate frequency of TV ads and radio ads to bring coverage properly to our target audience. Developing the media plan: The promotional planning model is the process of identifying target markets, here the target market are the youngsters and youth who are college and university student. Establishing objectives and formulating strategies for attaining them. The development of the media plan and strategies follows a similar path. The processes of developing the media plan are below. Analyze the market: In the development of media strategy, a market analysis is performed although this times the focus on the media and delivering the message. Here we have to create the message more colorful and attract the young people. Establish media objectives : The situation analysis leads to establishment of marketing and communications objectives; here we have to establish the media objective which we use for campaign against YABA. The media situation analysis should lead to determination of specific media objectives. If we specify the media objective, it will be easier to reach our goal. Using broadcast media to provide coverage of at least 75% of the target audience within one month duration, if the campaign is successful we may consider to extent out time limit of campaign. Reach 60% of target audience at least 3 times over the same one month period. Develop media strategy: We can develop media strategy through revolutionary concept of campaign as like Media mix as we are doing a campaign based advertising which dont have consumer product characteristics rather then its a concept against another concept, more specifically an idea-based product. The size of the budget is economically feasible as we are being very selective to consider that - to get full coverage we dont have to advertise on every single media tools rather then choosing specific media partners which have a trustful impact on peoples mind. Target market coverage partial market coverage. 11

 Geographic coverage youths in urban area and also there parents. Scheduling-continuity for one month duration at different spot category of media tools. Reach versus frequency achieving awareness requires reach; therefore we tried to use all the necessary media tools and available factual terminologies which are essential for us. We also set up an excellent timing for our one month ad-campaign through different spot, programs, news reach the desired frequency level. Creative aspects and mood we implied the entire necessary medium to support our great intention for the greater good of youngsters. Also we enhanced our creativity issue that will carry over to the communication effectively. Flexibility because of the rapidly changing marketing environment we maintain a certain and potential degree of flexibility. Budget considerations our overall budget is economically feasible and strong to achieve its goals within the applied strategy and media planning. We also have to go through books, articles and literatures that will tell us about the disadvantages of YABA which we will try to implement in our advertising campaigns

Measurement and control:

All plans required some evaluation to asses their performance. The media plan is no exception. In outlining the planning process, we stated that objectives are established and strategies develop for them. Having implemented these strategies, marketers need to know weather or not they were successful. Measures of effectiveness must consider two factors How well did these strategies achieve the media objective? How well did this media plan contribute to attaining the overall marketing and communications objectives?

Well to give answers of these above two questions, we have to consider what is our core objective is and again reconsider our target audience to whom we will deliver our message. To see how constructive our media plan or objective is we took a survey among the well-renown universities like NSU, IUB, EWU, and AIUB and questioned few students about the YABA issue and also about their lifestyle and how they see todays worlds in their eyes. To find out there psychological way of thinking about this YABA and personally what they want to see or do against YABA, We prepared our Questionnaire in such a way that, we can get the whole scenario of the person by asking some basic relevant questions and which might help us to be more factual and

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effective on our small attempt. Also it will let us know how efficient we are to address this issue towards the youngsters. We also explained our intentions to raise awareness through a rational advertising campaign and asked them about our attempt and how well it will go to meet this radical. Nonetheless, we also pre-planned this campaign as our first strike to evacuate YABA, if it succeed then we will proceed further by taking another four month duration campaign to destroy this deadly poison completely and be socially well-recognized and gain youths trust to convey further message to them. Conveying our message through the IMC tools and use it in a full response by using different media approach we can meet our marketing and communication objective. But still there are obligations; sometimes even the most accurate media plan might go wrong. If the strategies were successful, they should be used in future plans. If not there flaws should be analyze.

Money for future ad campaign:

We have allocated extra 1500000 taka for our future ad campaign. If management thinks that we need to do additional advertisement, then we can spend the money in that sector also if we fail to address the campaign issue towards the target audience on the current timeline.

Conclusion:
The Proposal established here is to set up an Anti-YABA Campaign focusing on the middle to upper class people. Our prime target are the youth of Dhaka city specially the sophisticated areas like Dhanmondi, Gulshan, D.O.H.S, Banani, Bashundhara, Nikunjo and Baridhara. Our selective medias and budget used will be highly competitive and very efficiently reach out target audience. Though this will be lot of ups and downs regarding the future planning but the proper tools and the budget stored for future will lead us to a successful Campaign in intentions to save our present and future generation. Moreover we have selected all the effective and modern advertisers and advertising vehicles to promote our product and services to be successful at our goal.

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