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Submitted by

Kunal Rajan
AES PGIBM, AHMEDABAD

Preface
“Advertising” –is a very interesting word for me. From my childhood
I love to see advertisements and I am very enthusiastic to know more about
advertisements. So when I was given an opportunity to do summer project, I
selected advertising industry because it has always been the industry of my
choice.

The whole process of approach of the client to the outcome of the


communication in the form of advertisements has taught me a lot. The
creative aspects, in addition to the pressure of meeting deadline are unique in
this industry.

With the growth of the industry in India and the full-fledged operations of
the MNCs, the expenditure on advertising has seen growth. Now companies
do more and more advertising of their products in order to improve their
sales and compete with their competitors. This gives freedom to the
advertising agencies to display the best of their potential. My project is
divided into three parts. Firstly, I have made an effort to study the current
scenario of advertising industry in India. Second I have tried to learn
functions of various departments of Mudra. Third, I was given an analysis of
the advertisement campaign of Graffiti tiles by Mudra and subsequently
ways to improve the visibility of the ad campaigns.

This project has been carried out with sincere efforts and theoretical inputs
have been well included after carried out lot of study. It has certainly been a
very good platform to study advertising and related aspects.

Salient features

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Project name : Advertisements at Mudra – an Insight

Company : Mudra communication, Ahmedabad

Department (working with) : Marketing

Training Officer : Mr. Shobhan Dhruva (Director - Brand


Communications, Mudra
Communications Pvt. Ltd.)

Duration of project : 2 months (15th may to 15th July)

Study on : ● Advertising Industry

● About Mudra

● Working of different departments

● Marketing Research

● Advertising campaign on “Graffiti”

College name : AES PGIBM, AHMEDABAD

Name of presenter : Kunal Bansidhar Rajan


(M.B.A. – I, Sem II)

Acknowledgement

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First I want to thank god for making me able, to be a part of M.B.A.
programme. For understanding the practical aspects of the industry as a
M.B.A. student, we have to carry out summer project in any industry of our
choice. So, I really thank those persons who give us this kind of opportunity
to do our practical work.

I extremely grateful to

Mr. Shobhan Dhruva (Director Brand Communications)


Mr. Parin Shah (Executive Brand Communications)
Mr. Jayesh vaghela (Group Head - Art)
Mr. Kamleshbhai (Art Designer)

For giving me an opportunity to work on such a specific field to improve my


knowledge about advertising. I have been able to work in the High-profile
organization and gain a lot of important knowledge about advertising due to
their immense help in the form of guidance & suggestions..

I also thankful to all staff-members of Mudra communications for giving


their friendly response and kindly support to me in my project.

I thank my college professors for giving me their valuable suggestions and


guidance. I thankful to my college staff also, for giving their support in my
project.

Last but not the least, I also thank my classmates for their support and help
in doing my project effectively.

Executive Summary

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Today most organizations, large and small, that rely on marketing to create
customer interest are engaged in consistent use of advertising to help meet
marketing objectives. This includes regularly developing advertising
campaigns, which involve a series of decisions for planning, creating,
delivering and evaluating an advertising effort. These things are involved in
this project.

I studied about advertising industry in India, the planning & execution


process of advertising, and functions of different departments of Mudra.

I did practical learning by participating in advertising campaign for


“Graffiti”. I also worked on market research for “Graffiti”.

Working with seniors in the marketing department, I learnt very important


things about marketing operations and market research. How market
research is carried out, how to make effective questionnaire, how to ask
questions in order to easily understood by the responders without vesting
their time, how to approach different kind of clients and responders, how to
arrange our work – these all things I learnt during this project.

During this project, I learnt, not only about advertising but also about the
working environment of an organization and the effective relationship
between employees.

Table of Content

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No. Topics Page no.

1. Objective of the Study 7

2. Introduction to Advertising Industry 8

3. Advertising Industry in India 26


(Current Market Situation)

4. About Mudra 38

5. Functions of different departments of Mudra 46

6. Research Methodology 49

7. Data collection & Interpretation 50

8. About “GRAFFITI” 53

9. Advertising campaign for “Graffiti” 60

10. Conclusion 66

11. My Learnings 67

12. Annexure 70

13. Bibliography 73

14. Webography 74

1. Objective of the Study

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1. To study the current scenario of Indian advertising industry.

2. To study how the planning and execution of advertisements from


starting stage to finalization stage.

3. To conduct market research on designer tiles and to suggest how can


advertising agency make better and effective advertisements.

4. Recently competition has intensified in the industry and most of the


corporate have started reverting to advertising to differentiate
themselves. My study therefore focuses on importance of advertising.

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2. INTRODUCTION
TO
ADVERTISING INDUSTRY

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TOPICS:

• Introduction about advertising industry


• Definitions
• Who pays cost for advertising
• Advertising involvement
• Basics of an advertising campaign
• The advertising department
• Appointing an agency
• Role of the advertising agency
• Copy writing
• Layout and typography
• Design and layout

Introduction

Marketing is more than just distributing goods from the manufacturer


to the final customers. It comprises all the stages between creation of the
product and the after-market which follows the eventual sale. One of these
stages is advertising. The stages are like links in a chain, and the chain will

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break if one of the likes is weak. Advertising is therefore as important as
every other stage or links, and each depends on the other for success.

The product or service itself, its naming, packaging, pricing and


distribution, are all reflected in advertising, which has been called the
lifeblood of an organization. Without advertising, the products or services
cannot flow to the distributors or sellers and on to the customers or users.

A successful national economy depends on advertising promoting


sales so that factory production is maintained, people are employed and have
spending power, and the money goes round and round. When this process
stops there is a recession. Similarly, prosperous countries are those in which
advertising does its job. In third world countries and Russia, economies are
poor and advertising is minimal, especially when a large proportion of the
population is young non-earners.

The modern world depends on advertising. Without it, producers and


distributors would be unable to sell, buyers would not to know about and
continue to remember products or services, and the modern industrial world
collapse. If factory output is to be maintained profitably, advertising must be
powerful and continuous. Mass production requires mass consumption
which in turn requires advertising to mass market through the mass media.

Definitions

Marketing:

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“The management process responsible for identifying, anticipating
and satisfying customer requirements profitably.”

Advertising:

“Advertising presents the most persuasive possible selling message to the


right prospects for the product or service at the lowest possible cost.”

Costs: who pays for advertising?

The cost of advertising is justified in two ways: it enables the


consumer to enjoy the product (and, where there is competition between
rival products, to have a choice), and it also enables the manufacturer or
supplier to enjoy a profit.

Generally, prices fall as advertising increases demands. If advertising


were to be stopped demand would also fall off. Either the product would fail
to sell, or the price would have to be increased as it would be more costly to
produce and distribute a smaller quantity.

Advertising involvement

Although advertising is listed as a single element it is associated with almost


every other element, borrowing from them or interpreting them.

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a) The volume, emphasis and timing of advertising will depend on the
product life cycle situation. For instance, at the introductory or
recycling stages, the weight of advertising will be heavier than at the
maturity or decline stages.
b) Marketing research will provide evidence of motives, preferences and
attitudes which will influence not only the copy platform or
advertising theme but the choice of media through which to express it.

c) Naming and branding may be initiated by the advertising department


or agency, and clearly plays an important role in advertisement design.

d) The product image will be projected by advertising and PR.

e) The marketing segment will decide the tone or style of advertising,


and the choice of media.

f) Pricing can play an important part in the appeal of the copy. Is the
product value for money, a bargain or a luxury? Pricing can be a very
competitive sales argument. People are very price conscious. Even
though legislation prevents the control of prices, indication of likely
or “list” prices, can be important aspects of advertising appeals.

g) The product mix has many applications. In advertising, one product


may be associated with another, or each brand may require a separate
campaign.

h) Packaging is a vital aspect of advertising, as when recognition is


sought. It is itself a form of advertising, especially at the point –of-
sale, as in a supermarket when the package often has to identify the
product and literally sell if off the shelf.

Increasingly, Eco-labeling will be looked for as proof that a


product is environmentally friendly. There are schemes in many
countries for approving products so that they may carry E marks.

i) Distribution involves trade advertising such as direct mail, in the trade


press and at exhibitions.

j) The sales force has to be familiarized with advertising campaigns


which will support their efforts in the field.

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k) Market education is a public relations activity aimed at creating a
favourable market situation in which advertising will work.

l) Corporate and financial public relations often use institutional


advertising in the business press. The corporate image may be the
theme of institutional advertising.

m) Test marketing requires a miniature advertising campaign simulating


the future national campaign.

n) Advertising research includes copy-testing, circulation and readership


surveys and statistics, recall tests, tracking studies and cost-per-reply
and cost-per-conversion-to-sales figures.

o) Sales promotion can augment or even replace traditional advertising.

p) The after-market calls for advertising to make customers aware of


post-sales services.

q) The maintenance of customer interest and loyalty may be achieved by


advertising which promotes additional uses and accessories, or simply
reminds.

r) On-going public relations activities help to maintain long-term brand


recognition.

Basics of an advertising campaign

A campaign should follow a five-point plan:

1. What exactly is to be achieved? Do we aim to achieve, say, a given


sales target?

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2. When is this to be achieved? This week – over the year?

3. What is the strategy? Will the extra sales come from new or
existing customers or by switching customers from other brands?

4. What tactics shall be used? What creative ideas and media?

5. How much will this cost? It is a good investment?

The advertising department

The organization of advertising and public relations differ, so that


most advertising personnel work in advertising agencies but public relations
personnel work in-house. Nevertheless, both do have internal and external
services. Whereas in advertising it would be unusual not to use an agency, in
public relations it is not absolutely necessary to use consultancy. This is due

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to the very different natures of advertising and public relations, and to the
very different personnel employed by each.

The result is roughly that the larger the volume of advertising the
greater the need for an advertising agency and the ability to share the skills
of many specialists. The greater the volume of public relations department
to deal with the communication needs of numerous departments. If extra
work (or specialized work such as financial or parliamentary relations)
occurs, a consultancy may also be used.

The in-house advertising department servers two purposes: to buy and


supervise agency services and to buy supervise services not provided by the
advertising agency. This division of responsibilities coincides with above-the
–line and below-the –line.

Appointing an agency:

The advertising agent is the agent of the media, and the “agent acts as
principal” and is legally responsible for the payment of space and airtime
costs even if the client defaults, it is necessary for the advertiser to choose
and appoint an agency to produce its advertising.

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The advertising manager is therefore engaged in the search for an
agency, its appointment and eventual re-appointment or otherwise. This will
usually be done in association with superiors such as the marketing director
and managing director who will sign the contract of service.

The appointment of the agency results from a number of agencies


being short-listed. This is called “shopping for an agency”. Arrival at this
short-list will depend on having decided how much and what kind of
advertising is required. The size of the appointment or budget will merit a
small, medium or large agency. Technical, industrial or business-to-business
products or services are best served by a technical or business-to-business
agency.

Role of the advertising agency

Agent acts as principal:

The role of the advertising agency is to plan, create and execute


advertising campaigns for clients. However, extent to which it does so varies
today according to the kind of agency it is. There are agencies which offer

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every kind of service, those which only buy media, those which only create,
and others which offer special services.

Middle position:

Operating in this middle position – almost like a wholesaler – between


advertiser and media owners, the role of the advertising agency can be
summarised in two ways.

a) It offers the client a team of highly skilled experts which can be


shared with other clients. It would not be economic for the majority of
clients to employ such a team full-time. The agency is also skilled at
buying ancillary services such as film and video production, artwork,
photography, print, typesetting and marketing research.
b) It offers the media an economic way of buying and selling space
airtime since the media owners have to deal with a relatively small
number of agencies compared with thousands of individual
advertisers. The quality of advertising production will be high and
will match the standards and requirements of the media, and the
advertisements will comply with the law.

Services agencies:

1. Full-service agencies:

These are large or medium- size agencies capable of conducting a


complete advertising campaign. They may have subsidiary companies or
have associations with other companies dealing with marketing research,
public relations, recruitment advertising, or sales promotion.

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2. Medium-size agencies:

There are many other medium-size service agencies which are


responsible for most modest accounts, augmenting their regular staff
with freelance and specialist services as and when required. There are,
for instance, many first-class freelance copywriters and visualiser who
prefer to work independently. The future is likely to see an expansion
of home-based creative staff that can produce layouts on computers,
write copy on word processors, and transmit their work electronically
to terminals in agency offices. This is one way in which agencies can
reduce the high cost of renting city offices.

3. Business-to-business agencies:

As the name implies, these agencies specialize in advertising


industrial and technical goods, which are generally combined as
business-to-business advertising mainly in the trade and technical
press, at trade exhibitions, and by means of printed materials such as
sales literature, catalogues and technical data sheets. Payment is
usually on a fee basis. Often, the principals of the agency will have
worked in industry, perhaps as advertising managers. The creative
staff will be familiar with the technology and its jargon and capable of
writing and designing authentically. This kind of advertising calls for
meticulous attention to detail. Although the accounts are smaller in
value, they tend to be more stable frequently in search of fresh ideas.

Copy writing

 Writing copy that sells

The creative team:

Advertising must present “the most persuasive selling messages.”


Copywriting is the art of writing selling messages. It is salesmanship in

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print. If it fails to provoke the desired attention, interest, desire, conviction
and action it has failed. Of course, it is likely to be assisted by other forms
of creativity such as pictures, typography and perhaps colour, but the
copywriter should think visually and direct these other elements to achieve
his or her purpose.
The copywriter should work closely with the visualiser and
typographer to obtain artistic and typographical interpretation of his or her
copy. The copywriter cannot successfully work in isolation, merely writing
the words, with artists working in similar isolation to create the physical
appearance of the advertisement. Ideally, and for practical reasons, the
complete advertisement should be a team effort. The design or layout should
give effective presentation of the words, the illustration should give
emphasis and support, and the typography (choice of typefaces, and their
size and weight) should make the copy legible and give emphases where
necessary. The copywriter should always try to write the final appearance of
the advertisement in mind.

Basic rules:

The essential characteristics of copywriting are as follows:

1. It must sell, even if it reminds.

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2. The secret of successful advertising is repetition, whether by
continuously advertising or by the use of repetition in the
advertisement.
3. People do not necessarily want to read the advertisement. Therefore
the message must not waste words, and convey its message quickly
and with impact.
4. If the reader hesitates at an unknown word, attention is lost. Therefore
every word must be easily understood and there must be no ambiguity.
5. Short words, short sentences, short paragraphs help to demonstrate the
message and make it easy and quick to read and absorb.
6. While taking care to writ clearly and accurately when using language,
copywriters must also develop skills for abusing language to achieve
the results demanded by the brief.

Layout and typography

 Planning the advertisement

1. Teamwork:

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Advertisements are often produced separately by the art director, who
designs them, and the copywriter, who writes the text and creates the basic
idea and theme known as the copy platform. As has already been
emphasized in 11:1 these two creative experts should work as a team. The
copywriter should think visually, that is considered how the words should be
seen as well as read. It is a bad system for the two to work in isolation, and
for the visualiser merely to fit words to design. If there is no teamwork, and
no discussion between visualiser and copywriter, the result could be an
advertisement crammed with too much copy printed too small to be legible.
Similarly, the copywriter could suggest how the advertisements should be
illustrated, while the visualiser could suggest how many words are required
for the available space.

2. AIDCA formula:

This well-used formula helps in the overall planning of an


advertisement, and it is particularly applicable to the hard-selling
advertisement. It applies not only to the copy, layout and typography but
also to the choice of medium, the space size and its position in the
publication. An analysis of the five elements of the formula will explain this
more precisely.

3. Attention:

Unless an advertisement grabs attention, diverting the reader from


either the editorial or other advertisement, it will not even be noticed.
Attention may be achieved by position in the publication (either which page
or on which part of a page), or by the size or shape of the advertisement.

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Even a tiny advertisement will attract attention if it is in the right position
(e.g. a house for sale classified or a resort ad in a section on holidays).
Creative devices can be used to attract attention, e.g. colour, headline,
Illustration together with the general layout and choice of typeface. Thus,
attention-getting may depends on a blend of factors, not forgetting the
subject of the advertisement itself.

4. Interest:

There is no point in using these devices to make people look at the


advertisement unless it also gains their interest. It may do so selectively, and
certain readers will be interested in advertisement for, say, cosmetics, foods
etc. interest may be achieved by the offer, the picture, or the copy and these
will in turn be strengthened by the impact of the wording and presentation.

5. Desire:

After attraction and interest, readers must be encouraged to desire the


product or service. It is most important element. How, creativity, can it be
made desirable? What benefits are offered? There is an exchange situation:
what will the reader gain by paying the price? Why should the reader
sacrifice his or her money? – answering these questions in order to make
people to desire.

6. Conviction:

It is all very creating the wish to buy, own or enjoy the product or
service, but it is also necessary to inspire conviction that it really is worth
buying and that it will give satisfaction. This may require convincing facts,

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proofs of added value, performance, testimonials and so on. Readers are
likely to lose interest if essential information is missing from an
advertisement.
Such information could include the price, which can be one way of
judging a product or service. Is it good value for money?

7. Action:

The next question is how can the advertisement induce response?


Some advertisement merely remind, others build up interest and desire
against immediate action.

Design and layout

The design of a press advertisement goes through a number of stages. First,


rough scribbles, scamps or visualiser will be sketched in pencil or marker

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pen, and numerous experimental versions will be produced by the visualiser,
until the final layout.
Final idea will be worked up in a form which is sufficiently intelligible and
can be shown to the client for approval. When this provisional layout is
approved, artwork is commissioned and the layout artist produces finished
layouts with typographical mark-ups, regarding typeface and sizes.

The eight laws of design:

The basic principles of design, which can be applied to advertisement, are


• Law of unity
• Law of variety
• Law of balance
• Law of rhythm
• law of harmony
• law of proportion
• law of scale
• Law of emphasis

Typography:

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Typography is the art of selecting typeface, of which there are
thousands of designs; blending different typefaces; casting off the number of
words to fit spaces; and marking up copy for typesetting, using different
sizes and weights.

Television commercials:

• Storyboard:
The “visual” for a TV commercial is a set of drawing set in TV-screen
shapes or rectangles which tell the story of the proposed commercial. This is
known as the storyboard. The client approves this, together with the copy,
before any shooting is done.

• Special effects:
The agency’s TV producer is responsible for the conception of the TV
commercials. The actual commercial is then made by an outside director and
production unit. Most commercials are first made on film, but can be
transferred to video for post-production treatments such as special effects
and computer graphics.

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3. ADVERTISING INDUSTRY IN INDIA
(Current Market Situation)

Current market situation

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Key findings:

• Print constituted 36% of total advertising in Q1 2006

• In Q1 2006, Print ad space grew by 24% over Q1 2005

• Southern publications cornered 38% of print advertising

• The ‘Services’ industry contributed to 15% of print advertising in


Q1 2006

• ‘Properties/real estates’ was the top category with 12% share

• Hewlett Packard India was the highest spending advertiser with


2% share in print

• Newspapers cornered 96% ad space in Q1 2006

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1. Share of TV, Press and Radio in overall advertising in Q1 2006:

Print medium had the highest share (36%), second to TV advertising in Q1


‘06

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2. Drift of Print advertising from Q1 2004 to Q1 2006:

Q1 ’06 experienced a growth of 24% in ad space compared to Q1 ‘05

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3. Zonal split of Print advertising in Q1 of 2006:

Southern publications garnered maximum share (38%) of print advertising

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4. Share of super categories in overall Print advertising in Q1 2006:

In Q1 ’06 the ‘Services*’ super category emerged with a share as high as 15%.

This super category encompasses all kinds of services offered, right


from hospitals/clinics to beauty parlors. (* ‘Services’ include categories like
Properties/Real Estates, Travel & Tourism, Airlines, Transport, Courier
Services, etc.)

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5. Top 10 categories in Print advertising in Q1 of 2006:

‘Properties/real Estates’ accumulated a share of 6% in print advertising in


Q1 ‘06

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6. Top 10 advertisers in Print for Q1 2006:

In Q1 ’06 Hewlett Packard India Ltd was the top advertiser with a share of
2%

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7. Nature and genre of Publications used in print in Q1 2006:

Business Newspapers constituted a share of 9%, while 20% of Magazine ad


space went to Women’s magazines in Q1 2006.

(Source: Advertising trend in Print media in 1st Quarter of 2006: AdEx study
- June 9, 2006)

The Indian Top 10

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Top 10 Brands:
1. Colgate
2. Amul
3. Dettol
4. Britannia
5. Lifebuoy
6. Ariel
7. Horlicks
8. Lux
9. Zee T.V.
10. Doordarshan
Source: - A & M

Top 10 Advertising Agencies:


1. HTA
2. O&M
3. Mudra
4. FCB-Ulka
5. Rediffusion DY&R
6. McCann Erikson India
7. R.K.Swamy / BBDO Advertising Ltd.
8. Trikaya Grey Advertising
9. Chaitra Leo Burnett
10. Pressman Advertising & Marketing
Source: - A & M

Top 10 Advertising Spenders 1999-2000:


Ad Spend (in Rs. Crore)
1. HLL 688.95

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2. ITC 201.24
3. Colgate-Palmolive (India) 163.87
4. Dabur India 114.12
5. Nestle India 108.51
6. Videocon International 103.41
7. McDowell & Co 86.05
8. Tata Tea 73.47
9. Maruti Udyog 65.63
10. Godfrey Philips India 65.05
Source: - A & M

Top Indian Companies:

Rank (2000) Rank (1999) Company


1 11 HINDUSTAN LEVER
2 2 IOC
3 10 BPCL
4 6 HPCL
5 9 VSN
6 13 ITC
7 27 WIPRO
8 120 BHEL
9 39 HERO HONDA MOTORS
10 17 BAJAJ AUTO

11 3 RELIANCE INDUSTRIES
12 37 NESTLE
13 5 GAIL
14

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15 1 ONGC
16 20 M&M
17 86 INFOSYS TECHNOLOGIES
18 24 RANBAXY LABORATORIES
19 54 CASTROL
20 4 MTNL
21 STERLITE INDUSTRIES

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4. ABOUT
MUDRA

(Corporate
view)

 Background
 Competencies
 Group agencies

CORPORATE OVERVIEW

Mudra

Background:

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Started in 1980, Mudra rose to become the third largest agency in the
country in a short span of 9 years. Today, the Mudra Group, with more than
125 clients nationwide with three creative agencies, eight full service
offices, seven specialised business units and an integrated media offering,
has a portfolio of some of India’s biggest brands.
Mudra has bagged the Agency of the Year award six times.

In the present year, the Mudra Group is poised to exceed a turnover in


excess of Rs. 10 billion, as it continues to maintain its aggressive growth
rate.

Competencies:

The largest Indian agency network, the Mudra Group boasts of a deep
understanding of local consumer markets, channels and media. Its
entrepreneurial zeal has resulted in accelerated growth for the brands it
manages. The Mudra Group has built a specialist practice in media planning,
negotiations and buying under the OMS (Optimum Media Solutions) brand
name, which along with the content creation specialist (Tantr) and content
sourcing and marketing specialist (Videotec), form the Mudra Group’s
Brand Integration practice.

The Group is also one of the few agency networks in the country that offers
a comprehensive suite of specialist communications services under the
Mudra Marketing Services umbrella. These are supported by the largest
national network amongst all agencies.

Mudra with its team of specialist marketing services is uniquely positioned


to offer its clients Total Branding Solutions - media rich, brand –aligned
communication programmes that are differentiated, innovative and
sustainable.
Group Agencies

ADVERTISING:

The Mudra Group has three creative agencies-


 Mudra Advertising
 Interact Vision

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 Canvas Communications

Mudra Advertising:

From a rather humble beginning, Mudra is today, the largest Indian


advertising agency. Its meteoric growth has been driven by some epochal
work. Mudra has created some of the most memorable advertising in India:

• Only Vimal
• I Love You Rasna
• My Daddy Strongest
• Humko Binnie’s Mangta
• The world in your pocket
• The Mint with the hole
• Team Samsung
• Mc Donalds mein hai kuch baat
• Kar lo Duniya mutthi mein
• Underline Your presence
• The Honest shirt

Today, it handles over 100 clients nationally through its four


independent operating units:

• Mudra Mumbai
• Mudra South (including Bangalore, Chennai, Kochi and
Hyderabad)
• Mudra Ahmedabad and
• Mudra North & East (including Delhi and Kolkata).

Mudra offers the entire spectrum of brand communications


competencies ranging from strategic planning, brand management and
creative. Mudra is also one of the few agency networks in the country that
offers a comprehensive suite of specialist communications services under
one umbrella. These are supported by the largest national network amongst
all agencies.

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Interact Vision and Canvas Communications:

These are the Mudra Group’s creative agency brands for the north/east
and the west regions in the Indian market. They offer full-fledged integrated
communications solutions to its clients. It is fully equipped to offer its
clients a whole gamut of integrated advertising services in TV, press,
cinema, radio, outdoors, events, exhibitions, direct marketing, research, and
public relations.

MUDRA MARKETING SERVICES:

Mudra Marketing Services is the Mudra Group’s portfolio of


specialised communication services like Out-of-Home, Interactive,
Promotions Marketing, Direct and Healthcare. It is in response to their
clients’ requirement for brand aligned media-neutral communication-
solutions. Each specialist will aim to be the best-in-class and together Mudra

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Marketing Services will offer a one-stop shop for all non-mass media
(typically non-advertising) services to any brand marketer.

Given that globally, beyond-the-line investments account for over


50% of brand’s marketing budgets, Mudra Marketing Services is expected to
play a crucial, strategic role in building the Mudra Group as the most
admired and most respected Communication Network in India.

The following specialist communications units operate under the


Mudra Marketing Services umbrella.

 Tribal DDB India

Tribal DDB India is a member of the Worldwide Tribal DDB Network –


one of the Top 3 Global Interactive Agencies and a star of the DDB Group.
Tribal DDB (I) specializes in building brands across all forms of new media
viz. the WWW, the wireless, interactive kiosks, CD-ROM’s etc. It is the
only agency in India to offer end-to-end digital branding solutions, right
from strategic consulting through ideation; creative execution; online media
planning and campaign management; search engine optimization etc.

Tribal DDB (I) has a young, talented, aggressive and committed team that is
located at Mumbai, Delhi, Ahmedabad, Bangalore and Chennai.

 Prime Site

Primesite is the only Indian agency that has built strong capabilities
across all aspects of the out of home space. It has the most extensive nation-
wide network that covers over 600 markets and has planned and
implemented huge outdoor, retail signage and visual merchandising
programmes across a wide variety of categories. It is also the only Indian

42
outfit that has extensive knowledge of visual workplace management
through design, consulting and graphics.

 MAG (Marketing and Advertising Gallery)

MAG is the largest ad archive. MAG.COM collates information from


over 300 publications regularly and is the most comprehensive compilation
of Indian Advertising. MICA and MAG entered the Limca Book of Records
for concise information on the various fields of Advertising and Marketing.

 Brand Therapist

Brand Therapist, the Group offering to the Indian Healthcare Industry, is


a specialized unit focusing on the emerging communication needs of the
Pharmaceutical Industry. In addition it has a strong practice addressing the
entire space of integrated healthcare services. Marrying in-depth
understanding of the medical business with refreshing consumer, doctor and
channel insights, BT is uniquely positioned to address the entire
communication requirements of the healthcare business.

 Rapp Collins India

Rapp Collins Worldwide is acknowledged to be one of the most respected


and admired direct response agencies globally. Recently it was the winner of
Adweek's prestigious Agency of the Year/President's Award for outstanding
performance by a non-traditional ad agency. It is a global leader in all
aspects of one to one marketing including data analytics, insight based
communication and campaign management.

 Kidstuff Promos & Events

Kidstuff Promos & Events is a Promotional Marketing Services Company,


involved in all aspects of below-the-line activities to promote and expand
the reach of various brands. Kidstuff are pioneers in the promotional and

43
events industry. With 10 years in the Industry, they have branches across 6
metros; established client relationships & pan India coverage of over 500
towns, successfully serving the best-known names in the corporate world
like Hindustan Lever Ltd., Intel, Bausch & Lomb, Discovery Channel,
Pepsi, Disney & ITC Foods among others.

BRAND INTEGRATION:

OMS (Optimum Media Solutions):

OMS is the Groups’ specialist practice in end-to-end campaign


management solutions including, media planning, negotiations and buying.

44
It has an enviable portfolio across multiple product categories across the
country.

Mudra Videotec (Content Sourcing and Marketing):

Mudra Videotec has considerable experience and an enviable track


record in television programming. With a proud legacy of hugely successful
programs including Buniyad, Udaan, Rajani, Manoranjan, Ados Pados and
sponsored telefilms like Janam amongst others. It was also instrumental in
brining the epic Australian series Bodyline to India. Along with it’s expertise
in television software production, it is also boasts of a thriving airtime
marketing practice supported by an extensive national sales network.

TANTR Films (Content Creation):

TANTR Films specializes in the production of films for brand


advertising as well as corporate presentations. It houses a full suite of
production related services including both creative and production
competencies. It has conceived and executed corporate films for Reliance
Industries, The Indian Education Initiative, Hindustan Inks, and Recron
Fibers among others. It’s portfolio of advertising films includes brand
campaigns for Godrej, McDonalds, Servo and Hindustan Petroleum.

45
5. FUNCTIONS OF DIFFERENT
DEPARTMENTS OF MUDRA

 Client – servicing
 Creative
 Studio
 Media-planning

Client – servicing department:

• Client servicing dept. is the first stage for any company to contact
with the agency. Any client first contacts the client servicing dept.
and gives their requirements. Then client servicing person give that
requirement to the creative department.

• Every time when agency have to contact the client, client servicing
department do this. This department, also carryout market research
for the company in order to know about current marketing
situation, and then make advertisements according to it.

46
Creative department:

• The Creative department works on that requirement which is given


by clients and make initial layout for the advertisement and show it
to the client.

• The main function of creative department is to make initial layouts


for the advertisements. The creative department has two sub
departments – art department and copy writing department.

• The function of art department is to make the picture presentation


for the advertisement or simply called rough layouts.

• The function of copy writing department is to make caption line,


jingles, or some short notes about the product.

• Then all these things collecting together for making the initial
layouts and show it to the client. When this layout approved by the
client, it is given to the studio department.

Studio departments:

• The main function of this department is to make final layout for the
advertisement. The initial layout from creative department come to the
studio department and then studio department work on that layout.

• It is an important phase for any advertisements because all corrections


are made here and this is done by very preciously. In this way studio
department make the final layout.

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• This is the first phase of an advertisement. The process of advertising
making is completed here. But the most important thing is media-
planning, which is start after the completion of first phase.

Media- planning:

Once an advertisement is created, it must be placed through an


appropriate advertising media. Each advertising media, of which there are
thousands, has its own unique methods for accepting advertisements, such as

• Different advertising cost structures(i.e., what it costs marketers to place


an ad),

• Different requirements for accepting ad designs (e.g., size of ad),

• Different ways placements can be purchased (e.g., direct contact with


media or through third-party seller), and

• Different time schedules (i.e., when ad will be run).

Understanding the nuances of different media is the role of a media planner,


who looks for the best media match for a client and also negotiates the best
deals.

6. Research Methodology

1. RESEARCH OBJECTIVE :

To know about current and future trend of Designer Tiles to make


effective marketing plan.

2. RESEACH PLAN :

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i. Data source : primary data
ii. Research approach : survey research
iii. Research instrument : questionnaires

3. SAMPLING PLAN :

i. Sampling units : Builders


Architects
Residential
Dealers
ii. Sample size : 27
iii. Sampling procedure : convenience

4. CONTACT METHOD :

Personal Interview

5. AREAS :

• Chandkheda
• Motera
• Sola Road
• Satellite
• Income Tax
• Gota

7. Data Collection and Interpretation

INFORMATION:

Collecting information about

• Prices
• Budget for Tiles

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• Area – Floors , Walls
• Parameters
• Brands
• Influencing factors
• Role of architect
• Trend
• About “Graffiti”

FINDINGS:

• Price of Designer Tiles is varies with Brand name, Quality, Size


and Design also.

• Most of the Dealers sell sanitary items and cippi-fittings with Tiles.

• Dealers give sales preferences to individuals for Tiles with Good –


Quality, Low cost , and New Designs Like : Bell, Kajaria, Somany
and other local Tile companies
• .
• While customers – residential – give preference to Price, Quality,
Brand name, Design , Colour , Strengths , Stiffness , Durability ,
Looks , Breakability , Scratch resistance ability , Life Span and
Size also.

• Builders mostly choose Low Price, Medium Quality Tiles.

• Most of the Dealer provides other services to customers if it


required.

• Dealers need company’s support in – Discount rate, Readily


availability, Changes in Design in short period, Reasonable rate of
Tiles, Samples.

• People prefer Designer Tiles in order to looking for something


new, New and Glossy Look, Different from Normal Tiles.

• People know about various Designer Tile Brands Like: Kajaria,


Somany, Bell, Saint – Gobain, Euro, Asian, City Tiles, Weston,
Region and other local Brands.

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• Now days Designer Tiles have new trend in design, colour or
pattern.

• Mostly white, iwary colours are used but there are lots of designs
available.

• Most of the people set their budget around 20 % of the total


expenditure for Tiles for their houses.

• Most of the people buy Tiles from Gota area.

• Dealers provide 5 to 10 % discount to the customer.

• Imported Tiles have good market but they are far behind in
competition, comparing with Local Tile Companies.

• Imported Tiles have problem in Cleaning. It has more serious


problem that is they are not available in market as same as they
early.

• The reason behind success of Local Brand is that they provide 1st
quality product in Local area while other companies provide 2nd or
3rd quality product to the Local market.

• Interior professionals have very low influence in the buying


process of Tiles.

• Mostly people goes to market, search for the right product and they
finalise the product. So they visit directly to the Dealers.

• Mostly ladies are the most influence person in the buying process
of Designer Tiles. In rest of the cases whole family have influence
for their choice.

• Customers are very rare who heard about “Graffiti.”

• While Dealers are heard about “Graffiti” but not know more about
it.

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• Dealers have view that “Graffiti” has good Brand name but also
high cost.

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8. About “Graffiti”

GRAFFITI DESIGNER TILES

Graffiti is a well known brand in designer tiles having a national distribution


set up and the product is sold all over India.

Their strong markets are West and south. They are developing northern and
eastern region to get the maximum potential benefit from the markets.

The core business of the company is value addition on ceramic tiles by


creating unique designs patterns and formats. In the trade language its
known as borders and motifs.

Company Information:

Client: Shree Ambica Decoprints Pvt. Ltd.

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Brand: Graffiti Designer Tiles

Founded in 1972, Shree Ambica Decoprints Pvt. Ltd. commenced its


operations of 3rd firing designer tiles in early 1990's with the brand
"Graffiti". The company is considered to be a pioneer in this field.

Company Vision:

"We provide innovative solutions for wall and Floor décor through
implementation of varied technical applications on Ceramic Tiles."

"Leadership through innovation, excellence and positive thinking."

Company Mission:

"To harness conceptual designing in its many applications to add aesthetic


value and provide solutions that comply with maximum of the architectural
needs of décor on Ceramic Wall/Floor tiles."

In 2000, the company commissioned its complete integrated plant of


rd
3 firing process at Rakanpur Santej. It is an imported ultra modern plant
with latest technology from Europe, having state-of-the-art technology and
automation, which is the first of its kind in India for 3rd firing production

The company is into the core business of offering ceramic designer tiles
(majorly into Wall tiles) and not into tile manufacturing

Product Information:

The company makes Designer tiles essentially for bathrooms and kitchens
walls and also floors, offering complete designer solutions

Use branded tiles from India (Somany, Bell etc.) and Abroad (Italian tiles)
and adding value to it by creating designs (borders, motifs etc) on them.

Marketing the products under 4 sub brands as follows:

54
Serigraf & Harmony – For the masses. Starting from Rs. 55/- to 60/-
per sqft.

Graffiti and Graffiti Incredibles– For classes from Rs. 150/- per
sqft.

The company has a complete R&D unit, which creates designs for the tiles.
Through constant up-gradations in technology and innovations "Graffiti" has
become a strong brand identity in Indian Market and strives to become a
"trend setter" in this field.

To match the best international standards, the company also gets technical
assistance from some of the best European companies in this field.

Weakness of the product is its high pricing. As the product is being


positioned as a designer product it automatically attracts a premium. The
value additions done on the product justify the premium pricing.

Target Audience:

The primary target audience is the trade - Architects, Interior Designers and
Decorators.

The product sells mostly via trade push. The product enjoys a strong brand
presence in the trade, and has repeat sales purchase from them.

Consumer pull is a minimal. Direct consumers form a very small part of the
clientele. They too can be categorized as belonging to the rich upper class
segment of the society, who have a sizeable spending power.

Geographical Market:

Though it is a Gujarat based, the brand has a national presence.

Strong markets : West (Gujarat & Maharashtra)

55
South (Andhra Pradesh, Tamil Nadu, Kerala &
Karnataka)
Central India (Madhya Pradesh, Chhatisgarh &
Rajasthan)

Weak markets : East


North

Competition:

Primary competition is from imported designer tiles. Spain, Thailand,


Malaysia, Indonesia & China are second to Italy. Designer tiles Rom Italy
are perceived to be the best and the costliest.

Domestic players include Sai Ceramics (South), Ratnagiri (North), Den


Deco, Bagno & Patco Tiles (Surat) and Siddhi tiles (Ahmedabad)

User References:

• Intas group (Residential property) has been using Graffiti products.

• Architects – Rikkin Modi, Aalap Kamdar

• Client will forward to Mudra a list of installations of their products along


with trade references

Competitive information:

• Siddhi tiles:

56
A huge range in Children’s segment. But the over all presentation
style is not very impressive. Too much dependency on one person new staff
who keep on asking many things.

But they too have a good way to display floor tiles.

• Patel Trading:

Mainly a dealer for RAK Ceramics Dubai . Sourcing from Mumbai.


But having a huge impressive display center. Also offering complete
bathroom solutions.

They have made many mock ups in different designs in their display centers
which enables the consumer to visualize it perfectly or opens up their minds.
And on second floor the entire range is displayed.

• Surfaces Plus:

Has created a good ambience through mock ups but the display is
quite confusing coz the props are better then the product like wooden chairs,
tables etc. They too have two floors of display.

A Few Architects: They consider Graffiti as a nice product. And its on their
preference list.

Milestones:

1972- Established Shree Ambica Industries and made a humble beginning


with a capacity of 6 to 8 sqmtrs a day.

1994- Launched the flagship brand Graffiti

2000- Expanded by installing Ultra Modern Complete integrated plan having


State-of-the-art technology was imported from Europe.

2001- Identified potential for a mid range and launched Serigraf

2002 -The need for a mass range was identified with the launch of Harmony
brand.

57
2003- An Alliance with ceramiche ABK & Ceramiche Ragno of Italy to
market their products exclusively in India.

2004 -A foray into the floor segment – an exclusive alliance with REFIN
Ceramiche of Italy.

2005- The vision to innovate forced us to install a High end mosaic making
machine installed for cutting and design solutions which enabled us to
value additions in terms of designs and formats backed up by an R&D
centre

2005 - Moving with the times… A strategic alliance with Saicis, Italy for hi
end floors.

2006- Tied up with Naxos to market their hi-end products in India.


- Also revamped the retail policy and launched Design HQ at
- Ahmedabad initially with plans to tap the key potential markets.

Current turnover is 25 Crores.


Plans for 2005-2006: 50 Crores.

SUB BRANDS:

Graffiti Incredibles:

• Sec A & A +.
• Plans to have studios, Franchisees 15 to 20 in country with
total support services.

Graffiti:

• Facing imported products in SEC A.


• Scope of huge play. 150 dealers in India in A & B+ Centres.

Serigraff and Harmony:

58
• Mass Brand in ABC Centres.

9. About Campaign

59
RECENT CAMPAIGN:

Objective:

a) Short Term :
Generate footfalls for the coming season i.e. from April till July
first Week

b) Long Term :
Establish that Graffiti is different and the best value
added surface décor option for wall and floor tiles.

Target Audience:

Sec A B1 Males and Females above 25 years

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Profile of Target Audience:

People buying a new house or renovating old bathrooms. Who are mixes of

a) Arrived people above 40 years who seek comfort and also value and
not just style. But they are choosy of what they want and they select
class. These kind of people normally ask “let me see what you have”
They are more cautious and matured.

b) Young Aspirers from 25-40 years who seek style and want to make a
statement of their own. They are carefree, relaxed and go for outer
appearance. These kind of people normally ask “is this the trend”.

The positioning route:

Create a platform wherein the meaning of being different and classy in


conveyed. Being different is not just the difference in product but also
looking at things differently in terms of not for the regulars and being
individualistic.

Hence the approach adopted was user imagery based.

Which means the route adopted was not for the regulars because it projects
graffiti in a different light compared to other designer tiles and at the same
time it also elevates the users as not being ordinary/ regulars but on the extra
ordinary side.

In view of the above, the chosen route was ‘Not for the Regulars.’

It means that

1) People with extraordinary or different and classy taste prefer Graffiti tiles.

61
2) Further these people are ahead of others in terms of thinking, style,
selection or whatever they do.

3) They are the typical leaders who set the trends for the future.

4) They belong to a certain class and taste which sets them apart from others.

In a nutshell it means that if you own graffiti you are ahead of others which
sets you apart from others

The Baseline: To the future Belong

The Creative Execution:

Visually different kinds of designs and colours and formats were depicted to
support the claim to the future belong.

Body copy explained the details which are attached herewith.

Media Execution:

Considering the distribution set up and the stocks of the product, the
campaign was limited to the state of Gujarat only.

The total budget for 3 months was Rs. 35 lacs. Hence the budget was split
across three mediums to create the desired impact wherein the
Lead medium was dailies and the magazine.
Radio and hoardings were extensively used as a support medium.

Thereafter to create the desired impact, the frequency of ads was to be


decided which in turn decided the size.

62
Hence to have the maximum effect in print medium through high frequency
for the three months, the selected and agreed upon size was 40 cc as the
main advertisement and 40cc for follow up advertisements.

Thereafter, the areas were selected and the publications accordingly.

The Dailies/ Magazines selected were


• Gujarat Samachar
• Sandesh
• Divya Bhaskar
• Phulchaab
• Simply Gujarat from India Today.

Post Campaign Research:

A dipstick study post campaign was conducted among the trade, architects-
influencers and the end users with an objective to

1) Understand the buying behavior within the category of designer tiles.

2) The effect of the campaign in terms of the awareness created for the
brand.

The Result:

In line with the objective of the campaign the following was achieved

1) Short term:
During the campaign time period, the footfalls have increased by 3 times
in the company owned showroom alone over last year same time period.

2) Long Term:
The client has also given a feedback that among the influencers and

63
Known circles, the image created for graffiti is now perceived as the
best and Innovative value added surface décor option

Detailed report attached herewith.

Graffiti Schedule
Total
Publication Size Inserts
in CC
TOI 60 3
40 3
Ahmedabad Times 60 6
Baroda Times 60 6
Gujarat Samachar 60 1
40 3
Divya Bhaskar 60 1
40 3
Sandesh 60 1
40 1
Gujarat Mitra 60 3
40 3
Phulchaab 60 3
40 3
Aajkaal 60 1
India Today-Simply Gujarat 60 3

Economic Times 45 sq cm 4
Total 48

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10
Hoardings 3 layouts hoardings

Areas : C.G. Road,


Shivranji Cross Roads,
vadaj,
Gandhi Bridge,
Ellisbridge

393 Radio spots for


Radio spots 45 days

10. Conclusions
• It’s difficult to sell anything to people who don’t know about company
or its product.

• Advertising makes the sales happen.

• Advertising is often as important to a small business as location,


employees, and cash flow. It’s an essential form of business
communication, for both products and services.

• Frequency is a key to successful advertising strategy. Frequency is the


number of times the average person sees an ad.

• The objective of advertising agency is to hammer company’s message


into the minds of their potential customers. Company wants them
(potential customers) to recall company’s message and be motivated
to buy from them (company) at the critical moment.

65
• To accomplish this, frequency is vital. A consistent advertising
program with a well thought out theme is vital to increasing sales
through advertising.

• So more and more companies are heavily advertising their products


and also allocate more budgets for that.

• In today’s competitive environment a good advertising campaign


makes a large difference in company’s business.

• Mudra successfully creates their clients Brand Image and their


consistency in their work make them at top and sustaining their top
position in future also.

• For “Graffiti”, creates its brand image. Now people know about
“Graffiti”.

• Print ads in dailies/magazines are not as successful as ads on radio or


on hoardings.
11. My Learnings
During this project I learnt about the planning and execution processes of
advertising, market research and marketing functions. But not only these
things, I also learnt various important skills, activities, work-styles and
working environment of an organization.

In Mudra, every person work under tremendous pressure to do the best


within time limit. Their relations between each other are very friendly.
So I learnt that how to do work without taking more stress under
tremendous pressure and how to make good relations between your seniors
and juniors. This knowledge helps me not only in my professional career but
in my normal life also.

Active Listening:
Giving full attention to what other people are saying, taking time to
understand the points being made, asking questions as appropriate, and not
interrupting at inappropriate times.

Speaking:

66
Talking to others to convey information effectively.

Reading Comprehension:
Understanding written sentences and paragraphs in work related
documents.

Social Perceptiveness:
Being aware of others' reactions and understanding why they react as
they do.

Time Management:
Managing one's own time and the time of others.

Instructing:
Teaching others how to do something.

Active Learning:
Understanding the implications of new information for both current
and future problem-solving and decision-making.

Coordination:
Adjusting actions in relation to others' actions.
Oral Comprehension:
The ability to listen to and understand information and ideas presented
through spoken words and sentences.

Oral Expression:
The ability to communicate information and ideas in speaking so
others will understand.

Originality:
The ability to come up with unusual or clever ideas about a given
topic or situation, or to develop creative ways to solve a problem.

Speech Clarity:
The ability to speak clearly so others can understand you.

Visual Color Discrimination:


The ability to match or detect differences between colors, including
shades of color and brightness.

67
Fluency of Ideas:
The ability to come up with a number of ideas about a topic (the
number of ideas is important, not their quality, correctness, or creativity).

Visualization:
The ability to imagine how something will look after it is moved
around or when its parts are moved or rearranged.

Organizing, Planning, and Prioritizing Work:


Developing specific goals and plans to prioritize, organize, and
accomplish your work.

Getting Information:
Observing, receiving, and otherwise obtaining information from all
relevant sources.

Thinking Creatively:
Developing, designing, or creating new applications, ideas,
relationships, or products.

Identifying Objects, Actions, and Events:


Identifying information by categorizing, estimating, recognizing
differences or similarities, and detecting changes in circumstances or events.

Scheduling Work and Activities:


Scheduling events, programs, and activities, as well as the work of
others.

Time Pressure:
How often does this job require the worker to meet strict deadlines?

Cooperation:
Job requires being pleasant with others on the job and displaying a
good-natured, cooperative attitude.

Self Control:

68
Job requires maintaining composure, keeping emotions in check,
controlling anger, and avoiding aggressive behavior, even in very difficult
situations.

Stress Tolerance:
Job requires accepting criticism and dealing calmly and effectively
with high stress situations.

12. Annexure

69
70
71
13. Bibliography

• Advertising by Frank Jefkins, revised by Daniel yadin.


(4th edition)

• The Advertising Handbook by Sean Brierley.

• Advertising management by Rajeev Batra,


John g. Myers,
David a. Aaker.
th
(5 edition)

• Marketing Management by Philip Kotler,


Kevin Lane Keller
th
(12 edition)

• Brand Management Checklist by Brad Van Auken.

72
14. Webography

• www.mudra.com

• www.graffititiles.com

• www.indiainfoline.com

• www.exchange4media.com

• www.clarkeagency.net

73