TABLE OF CONTENTS

No. Contents Pages

1. INTRODUCTION 1-9
1.1 Objectives of the Study 1
1.2 Primary Research 2
1.3 Secondary Research 2
1.4 Limitations of the Study 2
1.5 Media Industry & Overview 3-9

2. Profile of Saatchi & Saatchi Ad Agency 10-14

2.1 History 10
2.2 Pedigree 11
2.3 List of Clients 12
2.4 Recent Awards Won 13
2.5 Organizational Structure 14

3. Media Management – A Theoretical 15-27

Framework
3.1 Introduction to Media 15-17
3.2 Media Process 18-21
3.3 The Media Mix 22-23
3.4 Media Vehicles 24-25
3.5 Media Types for Advertising 26-27

4. Outdoor Advertising Media 28-57

4.1 Introduction 28-31
4.2 History 32-33
4.3 Outdoor Advertising – Why is it so great? 34-35
4.4 Process of Outdoor Advertising 36
4.5 Types of Outdoor Advertising 37-52
4.6 Pros & Cons of Outdoor Advertising 53-54
4.7 Outdoor v/s Other Media 55
4.8 Outdoor Market Report on Media usage for March 2005 56
4.9 Ten Commandments 57
5. Outdoor Advertising campaign 58-68
5.1 Profile of Product 58-60
5.2 Basis of Successful Outdoor Campaign 61
5.3 Objectives behind choosing outdoors 62
5.4 Nature of Outdoor Campaign 63-64
5.5 Did it reach the customer well? 65
5.6 Drawbacks 66
5.7 Hoardings made for Speed 67-68

6. Future and Conclusion 69-73

6.1 Future of Outdoor Advertising 69-71
6.2 Conclusion 72