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ASSIGNMENT ON ADVERTISING AGENCIES IN PAKISTAN

ASSIGNMENT ON ADVERTISING AGENCIES IN PAKISTAN

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Published by Aamir Shehzad
ASSIGNMENT
ON
ADVERTISING AGENCIES IN PAKISTAN
ASSIGNMENT
ON
ADVERTISING AGENCIES IN PAKISTAN

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Published by: Aamir Shehzad on Jun 09, 2010
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05/06/2013

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ASSIGNMENTON
ADVERTISING AGENCIES IN PAKISTAN
SUBMITTED TO,Mr.Rehan ShaukatSUBMITTED BY,Aamir ShehzadMBA-FA08-002Muhammad ShafqatMBA-FA08-094Taimoor AbdullahMBA-FA08-150SUBMISSION DATE06 February, 2010.
COMSATS Institute of Information Technology, Lahore
 
Advertisement & Event Management
Advertising Agencies in Pakistan2
What are the advertising Agencies???
Advertising agency is a business that assists advertisers in all stages of theadvertisingprocess -from account management and planning to message creation, mediaplanning, and research
(Bergh & Katz, 1999, p.29)
Advertising agencies are service companies that specialise in planning and execution ofadvertising programmes for their clients
(Belch & Belch, 1990, p.61-63)
An advertising agency acts on the basis of an assignment placed by the client in whichthe client also delegates some decision making authority to the agency
(Mills, 1990)
In most cases the agency makes the creative and media decisions. Often it suppliessupporting market research as well, and may even be involved in the total marketingplan. The activities undertaken and the amount of autonomy allowed to the agency varyfrom one relation ship to another.
(Aaker & Myers, 1987, p.10)
Advertising services can be defined as packages of activities that are offered to othercompanies and which concern the planning, production and / or delivery of advertising.Advertising services are bought and designed to improvethe purchasing company'sperformance and well-being
(Wilson, 1982)
 
Advertisement & Event Management
Advertising Agencies in Pakistan3
EXECUTIVE SUMMARY
This assignmentcovers the introduction and details of three major advertising agenciesin Pakistan.We have selected Manhattan Pakistan Limited (MPL),Pirana Group andInternational Advertising Limited(IAL)for this purpose. The assignment is started fromthe Manhattan Pakistan Limited (MPL)’s details in which we have explained itsintroduction, history,services offered by MPL and thelist of its major clients.MPL wasthe first Pakistan-owned advertising agency and started its business in 1954 atthat timecapital of Pakistan Karachi.Currently, MPL has a team of professionals consists onmore than 100 professionals. The agency is providing its services to many Governmentand Army institutes like The Board of Investment Pakistan, Capital DevelopmentAuthority(CDA), Higher Education Commission (HEC), COMSATS, PakistanTelecommunication Authority, Pakistan Television, Frontier Works Organization (FWO),AskariBank Limitedetc.Next we have presented the information about Pirana Group which includesthe vision,values, spirit, creative excellence and its major clients.The agencyclaims as it isproviding fresh ideas and cost efficiency to its clients.The agencyis focusing on itstalented human resource to make an edge in the market.It is affiliated with M & CSaatchi in Pakistanand also its regional presence in Dubai, Karachi, Lahore, London,and Kabul.The major clients are Dawn News, NOVARTIS PHARMA (PAKISTAN) LTD,Engro Foods, Habib Oil Mills, Makro Cash and Carryand National Investment TrustLimited.After Pirana Group we have presented the information about International Advertising(PVT) Limited (IAL) in which you can get knowledge about IAL’s history, philosophy,vision, motto, credentials, and its major clients.The agency started its business in 1966and PIA was its first client after it, IAL showed a persistent growth and provided itsservices to other big companies likeProcter &Gamble and National Bank Limited.Ithas won many awards including the “Agency of the Year Award-Adweek & Adage” aswell as the #1 Creative Agency at Cannes.Today IAL has a long list of clients includingAriel,Engro Foods Limited, Head & Shoulders, Mobilink, National Foods, PIA,Safeguard, PSO and Pampers.In the end we have concluded the whole work.

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