A seminar on “The Role of Communication in Marketing” was organized by the IBA Marketing Department on the 03^rd of December 2011. Various eminent speakers spoke on the subject; Dr. Yasmeen Ahmad Zaim shared her experience based on international exposure spanning various years. During her talk, the thought of being au courant in terms of marketing communication was presented with an interesting analogy “The bus is leaving, are you on board?”

Mr. Ejaz Ahmad presented a very innovative way to market to the bottom of the pyramid segment. He spoke of the Heer Ranjha road show organized in various rural areas of Punjab by a telecom company. The road show has been a success story for marketing to the BOP as it has successfully communicated the intended messages to the segment.

Mr. Adeel Ahmed then spoke of how advertising can be effectively used to attract consumer attention. Some very interesting videos were shown as examples of out-of-the-box advertising.

Mr. Talha Bin Hisaam presented an insightful alternative in terms of the role of marketing in society. His thought provoking presentation on how marketing should be used to enhance consumer knowledge and benefit society was well received by the audience.  

The seminar concluded with a vote of thanks and distribution of plaques/mementos to the speakers by Ms. Yasmin Zafar, Chairperson of the Department of Marketing at IBA.