Ray Communication Pvt.

Ray communication

Introduction:

We were assigned to visit an ad firm as our requirement of first group assignment. We choose Ray communications because they are in the ad scene for sometime now and they were most helpful about answering our questions.

First let us define what an ad agency is, according to text book, an advertising agency or ad agency is a service business dedicated to creating, planning and handling advertising for its clients. An ad agency is independent from the client and provides an outside point of view to the effort of selling the client's product.

Brief history of Bangladeshi Ad scene:

Now let us look at Bangladeshi perspective of this area. There was very little advertising practice in Bangladesh before independence. Due to inadequate industrialization, demand for specialized advertising agencies was very limited. Pioneers in the field such as Bitopi, East Asiatic (now Asiatic), and Interspan entered the market almost simultaneously in the year 1967. Their clientele comprised multinational companies like Lever Brothers Ltd., which had started to increase the range of their products. Other advertising companies started operating after independence.

Current situation:

There is no formal way of tracking of advertising agencies in the country. According to formal media sources, a total of 150 agencies are registered with Bangladesh Television, while the number exceeds 500 when both the formal and informal sectors are considered. However, more than 70% of the formal market share is held by the top nine advertising agencies of the country. These agencies, in descending order of market share, are Adcomm, Asiatic, Bitopi, Unitrend, Grey, Interspeed, Popular, Madona, and Matra. Other advertising agencies claim only about 13% of the market share, while the rest is accrued to in-house advertisement of business firms and enterprises.

We visited Ray communications and we had chance to interview and talk with its Managing...