Agency Managem ent

Launch of new Ad agency

Rushikesh pawar Pranav Kharat Delma kaundinya Priyanka ghodvinde

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ACKNOWLEDGEMENTS
I am thankful to Professor Neha Sharrma for giving us an opportunity to carry forward this project work and for her your expert guidance, constructive suggestion, sincere support and most of all for being an inspirational source in conducting this research project successfully also thanks to the co-operation and help. References of books, online library, journals, and industry reports helped me a lot for the project, without the reference of which I would not have been able to suitable insights. I also acknowledge the reference over the internet, as well as the people from the management who gave me time to discuss with them about the project. I thank them sincerely for the time and information shared.

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DECLARATION
I hereby declare that the project work entitled
Ad

Agency Launch

As a search on project work from college for bachelor of mass media (B.M.M) course for the year 2012-13. This is a record of an original work done by me under the guidance of Prof. Neha Sharma.

Name: Rushikesh pawar Pranav Kharat Delma kaundinya Priyanka ghodvinde

Class: T.Y.B.M.M (Advertising) Year: 2012-13

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Re-Brand communication limited

Introduction;
We are a small agency tucked away in Mumbai with one clearly articulated goal to be a top 5 agency. Our ambition with an almost manic obsession by creating the best contemporary advertising that had our client and other people taking notice.

PROFILE OF Re-Brand communication limited

Head quarter Industry Type Function Status founded Pranav kharat Company size Web site Mumbai Marketing and advertising Privately held full-service agency Operating 2013 president(North & East) 50-500 employees www.Re-brand.com

Members in the management of the Re-Brand

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communication limited Name Designation

Pranav Kharat Rushikesh Pawar Delma kaundinya

president and head of account planning department Country head, creative head Vice president and national strategic, planning head

People working in an agency:

Accounts Executive: It is a key career option in advertising agency. He
is called an Account Director when he is a member of the Board. He is a link between a client and his staff. The marketing or advertising department of the client briefs him. He communicates this to the agency people. He reaches out to different clients for seeking new business. Even clients who want an agency' to work for them contact the accounts executive. This business development work makes it virtually a marketing manager of the agency. Do right-brained people make better account directors? The faculties of logic and reason are supposed to reside in the leftbrained people. While intuition and creativity are believed to be in the right. So far, accounts director was considered suitable if logical and systematic, i.e., left-brained. But if he has to motivate a team, he should be inspiring and creative too, i.e., right-brained. Copywriters: They are the wordsmiths who do the wording of an advertisement. They are bright and talented. They have a flair for language. They contribute to the theme of an advertisement. Creation of successful copies for different clients establishes them in this field. Visualisers: These are artists who put on paper what has been thought out by the copywriter. They in fact design the ad. Creative Director: He co-ordinates the copywriting and designing. He is a

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AGENCY MANAGEMENT senior professional who is seasoned in an existing advertising agency set-up to take on this mantle. Production Department: Persons of diverse talents like technology, DTP, photography, typography etc. are involved here. printing

Media Planner: He has to allocate the advertising budget amongst media. He has to select the appropriate media. He decides about the frequency, size and position of an advertisement. He decides about its publication date. He receives the tear-off copies from the media when the ad is published. He is guided by the media research, which he undertakes, or by research undertaken by an outside agency. Media is the most professionalized department of advertising agencies. Marketing Research: Modern agencies are integrated set-ups. They provide a range of marketing services. Research data become very useful as input to the creative process. The Media : Most of the media today sustain on advertising revenue. They sell space or time. While selling space or time, they have to convince the client about the reach of their media vehicle, the composition break-up of their readers and the pricing of their space/time selling. They monitor the market, survey their readers, and highlight their readers' demographic and geographic characteristics. They also maintain relationship with the media department of advertising agencies who buy space/time on behalf of clients. Ancillary Services : These are needed to produce/create advertisement. A whole range of services like studio service, photographic service, printing service, gift item producers etc. fall into this category. Freelancers : These are professionals who work independently and have a successful track record. They are copywriters, jingle singers, radio announcers, artists, visualizers, technical writers etc.

Organization Structure of Advertising Department

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All major advertisers maintain an advertising department. The structure of the department however may vary from one organization to another, as each one tries to develop a form, which is most suited to one's requirements. The principal forms of organizational structure are based on sub functions of advertising, such as copywriting or artworks communication media geographical spread product and End users. Irrespective of the specific form, the advertising department has to perform several functions. Principal among these are setting advertising goals, plans and budget, selecting the outside ad agency, maintaining contacts, providing support to the marketing staff and monitor the functioning of the ad agency. Selecting the ad agency is one of the important tasks of the advertising department. Several criteria, including experience, size, track record and the quality of the personnel, are considered in the selection process. As you know, there are different categories of advertisers. Depending upon their functions, each organization develops its own structure, of which advertising department is a part. What is important in this connection is to analyze the functions an advertisement department is expected to perform.

Organization is a Manufacturing UnitManufacturing firms carries out bulk of advertising. It is therefore, necessary to understand the various principles on which the advertising department can be organized in manufacturing units. The basic principles are: (a) By Sub-functions of Advertising :Advertising as a function can be segmented into its various components, such as, Copywriting, Art Production and Media. A specialist who in turn reports to the advertising manager can handle each component.

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AGENCY MANAGEMENT Advertising Manager

Copywriting Manager (b) By Media

Art Manager

Production Manager

Media Manager

Advertising Manager

Newspaper

Broadcasting

Magazine

TV

Outdoor

Direct mailing

By Product Advertising Manager

Product A (d) By Geography

Product B

Product C

Product D

Advertising Manager

Zonal Manager A

ZM(B)

ZM (C)

(e) By End User Advertising Manager

Consumer Market Manager

Institutional Market Manager

Government Market Manager

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Reporting Structure:
The advertising manager has to report to somebody who is higher up in the organizational structure. To whom the advertising manager would depend upon how much importance advertising is given to the total operations of the firm. There are several alternatives. These are: Report to the Chief Executive (Chairman/MD.) Report to the Director (Marketing) Report to the divisional head if the firm is a multi-division firm and responsibility is delegated at the division level.

Services offered by agency ;-Total Advertising Services :Strategic planning, creative development and media services for advertising, particularly in television, newspapers, magazines and radio; providing the best creative designed to capture the imagination of consumers Marketing Services: Provision of a number of advertising related services, including sales promotion, market research, PR and event marketing. E-Solution Services : e-solution services, including system integration services, e-business consulting and customer relationship management (CRM), Search Engine Marketing (SEM) and Search Engine Optimization (SEO) and e-promotions using the Internet and mobile. Content Business: Sales of sponsorship, broadcasting and other rights, and the production and marketing of such media / content as sporting events, films, TV programs, animated content, music and other forms of entertainment. Integrated Media Services : Bringing value to both clients and media-related companies by offering a wide range of media solution services Sales Promotion : Providing comprehensive sales promotion planning designed to complement mass media and other activities Event Marketing : Assisting clients by providing dynamic vehicles for their messages in the form of on-the-spot interactive communications 9

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Integrated Branding Services : Assuring clients the highest quality of branding services for their communication needs

SWOT Analysis of Mudra communication

Strength

Satisfying the need of the customers Meeting up the client requirements in time Innovative & creative in advertisement segment Quality in advertisement Global exposure with higher rewards & appreciation Efficient team working environment

Weakness

Pricing strategy Lack in promotion strategies towards increasing the brand name.

Opportunities

Entering in global market to attract global clients Being the oldest advertising agency in India, it brand among its clients- they have lot of client coming back with new product for getting advertised. In its successful journey, they lot of wonderful memorbal advertisement done by them- this has increased there brand image in the Indian market.

Threats

Challenging stiff competition from its competitors from both domestic & international levels. Changes in the taste & preferences of clients. Lack of creative minds & also too expensive in overall management.

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Competitors of the Re-Brand communication limited;

AGENCY
Ambience DArcy Chaitra Leo Burnett Pvt Ltd

PLACE
Mumbai Mumbai -

Conclusion:
In todays world which is fast moving & dynamic, peoples wants, need and desires are changing; its very important to know them and give them what they want. This is the main objective of advertising where ad agency plays major role in market research, making of creative, launching it in the market, taking the feedback of consumer and making any product famous and acceptable among consumers. Ad agencies are playing an important role in shaping present and future of not just selected brand but of entire company. There is no one -- sure-fire -- best way to advertise your product or service. It is important to explore the various advertising media and select those which will most effectively convey your message to your customers in a cost-efficient manner. Always to be remember, advertising is an investment in the future of your business. Ad agency is service industry it is growing very fast .talented people are hired and they are showing there creativity ability .the ad agency are providing services to the branded company carrying there advertisement campaign most effectively. They know how to attract the consumers .from one side agency are very costly they are charging more money for the advertisement campaign. On other side it is useful to the company .the ad agency can launch the company product in better way. I think ad agencies are playing key role in-increasing the brand & performance of a product or services of a company. Thank to ad agencies contribution for changing our world of dreams & desire.

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