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The project was undertaken as a descriptive study of the functions of Sasi advertising including various functions of its departments and about its client detail ABOUT ADVERTISING y y y It is an official art of the advance industrial notation. It is highly organized institution involving many artists, writers etc.., Advertising advance and perpetuate the ideas and values which are indispensable to a particular economic system FUNCTION OF ADVERTISING To introduce a wide range of consumer goods to public and thus to support the free market economy but this is clearly not its only role. It is involved in manipulation of social values and attitudes. In simple advertising means drawing attention to something or notifying or informing somebody of something. NATURE OF PRINT MEDIA ADVERTISING y An outstanding accomplishment of newspaper is its intensive coverage of its market of the city in which the paper is published. This coverage is so thorough and complete that it is something described as saturation. There is daily Newspaper in every market of significance and over 90% of families in the country can be reached by Newspaper medium. Because it is a mass type of medium with low cost. y y y Newspaper appeal is board and diversified, aimed all ages, races, income, group, classes Newspaper is local medium Print media have lasted for over a century and continue to dominate the ad scene
ADVANTAGE y y y y y Durability Capacity from information dissemination Permanence of media Penetration of vast, spread out to target group Different types of print media (newspapers and magazines) have a loyal readership. This can be very useful for advertisers as compared to advertising on the Internet. y If you are targeting a particular geographical area, you can do so with ease through print media. For example, a local newspaper would be a best medium to advertise about a new shopping complex. y You can choose the size of the advertisement space. This will help you to plan the budget of the expenses to be incurred while advertising. y Certain forms of print media have a very loyal fans following in terms of readers. This would guarantee you added readership. y Magazines and newspapers are always in the eye amongst public. Magazines are read for a period of a month, which brings more attention to an advertisement. y You can even advertise through brochures or leaflets depending upon your target audience. If the information is in detail, a brochure can prove to be an apt option. A leaflet in that case, would be useful for a brief message.
Sasi advertising was incorporated in the year 1979 with its head office at Coimbatore. It is the leading advertising agency in south india. During past 2 decades Sasi advertising had grown into a creative and successful organization with over 9 branches. And it ranked 31st at national level Sasi advertising branches: y y y y y y y y y Chennai Kochi Bangalore Trichy Palakkad Salem Tirupur Hyderabad It is the Brain Child of Mr. R. Swaminathan, The Managing Director of Sasi advertising.
RESULTS-DRIVEN MARKETING IS STRATEGIC MARKETING :
Strategic marketing ensures accountability and maximizes the return on your investment. It means you're never heading blindly into the marketplace and it means your marketing budget is always working for you, the way it should be. By working closely with you to understand your business, your customers and your goals Sasi Marketing is able to formulate a comprehensive strategy for people to get the best possible return for your advertising and marketing investment. Their research, planning and delivery methods ensure a considered and intelligent approach to marketing campaign. They ensure that marketing activities reach customer target market and deliver the right message to drive customers to business. They apply this strategic approach to all clients, whether a campaign to launch a new product or a full-scale public relations plan.
They believe in 5P¶s in creating an advertisement y y y y y PEOPLE PASSION PERSUASSION PROFESSIONALISM PROFIT
PEOPLE: y Agency can be good as the people who walk its corridors. Hence they believe in attracting and retaining the right talent PASSION: y There ought to be tremendous sense of pride and love for what you do« In advertisement because finally that press advertisement is your creation. This helps in bridging commitment to excellence and perfection PERSUASSION: y How motivating they can be in communication.
PROFESSIONALISM: y PROFIT: y Profit for employee and shareholders Technology, System, Logical, Disciplined and integrity
RANGE OF SERVICES
GVT AD'S SILENT TYPES OF AD PRODUCT DISPLAY FINANCIAL AD'S APARTMENTS
y y y y y
New products Corporate ad¶s Design, Print and supply of products/ leaflets/ Brouchers Silent ad¶s Product display o Tenders o Government ad¶s o Apartments o Homage o Personal
y Nomination award from the advertising club Calcutta under best industrial product campaign y y y y y y y Advertising Club Chennai award- South India for best corporate campaign National award from advertising club Bombay ³ABBY´ for outstanding rural campaign Best Print awards 2007- The Hindu Creative Excellence award for Ad Campaign RAPA Awards 2003 APAC All India Awards 2003 Organization Express awards
PRIVATE SECTOR: y y y y y y y y y y y y y y Barathidhasan institute of management Banari groups Bajaj auto Ltd CRI Groups Crocodile Product Limited Chinmaya international residential school ELGI, Hatsun, Indian Express ITC zemca Ltd LMW Modi Xerox PSG Institution ROOTS
PUBLIC SECTOR: y y y y y Airport authority of India Bharat heavy electrical ltd Department of income tax NLC Hindustan petroleum
DIRECTOR CLIENT SERVICE EXECUTIVES
VISUALIZER STUDIO COPY WRITER MANAGING DIRECTOR DTP OPERATOR
DIRECTOR MEDIA EXECUTIVES
DIRECTOR ACCOUNTS AND ADMIN ASST ACCONTANTS
DEPARTMENTS IN SASI ADVERTISEMENT
Client servicing Studio Media Accounts and Administration
Client servicing is a crucial part of the advertising industry. The main aim of this department is to generate customers and business for the company and also develop the existing customer relationships. This department also covers the responsibilities of the public relationship officers. Advertising can be done through television media, print media and the internet. CLIENT SERVICING ROLE The job roles in this department are Account servicing manager and executives, Account managers, and marketing executives. An account would be company specific. Big advertising companies treat each individual company as an account for example like a Pepsi Account, or a Coca Cola account. An account manager would be a person who is handling all the needs of that specific company and also improving the business aspects simultaneously. ACCOUNT SERVICE Account Services or account management is somewhat of the sales arm of the advertising agency. An account executive (one who works within the account services department) meets with the client to determine sales goals and creative strategy. They are then responsible for coordinating the creative, media, and production staff behind the campaign. Throughout the creative process, they keep in touch with the client to update them on the ad's progress and gain feedback. Upon completion of the creative work, it is their job to ensure the ad's production and placement. LEARNINGS FROM CLIENT SERVICING DEPARTMENT: Following is the learning from this department: y y y y The role of the account director and his subordinates. Marketing skills of the account executives Going in search of big corporate clients Enhancing clients Objective till client reaches their goal
ART DIRECTOR: Being an Art director in the advertising industry does not mean it is a position of seniority or the head of the department. In many organizations the art director works along with the copy writer and they together develop a concept or theme for an advertisement. The job of an art director definitely involves a lot of team work. Commercials need a lot of persuasive themes and these are developed by the creative department. ART DIRECTOR SKILLS An art director is expected to be a powerhouse of creative talent. When an ad requirement is given to the art director from the client, the artist creates the right concept and the series of events for that concept in the form of visual images. The copy writer sees the images and thinks of appropriate slogans to match the clients requirements and the art created by the artist. The ad is put together in this method and is presented to the client. The following responsibilities and skill encumbers the art director's profession. GRAPHIC DESIGNER A graphic designer is somewhat like a story teller and how well they depict is what the whole game is about. It is a very interesting job, especially for people who are starting out their careers in the animation field.
ADVERTISING COPY WRITER A copy writer is a person who creates the advertisement and gives birth to the concept. This person should be extremely creative, should have a good sense of humor and also should have excellent English speaking and writing skills. The copy writer is the person who gets the idea for the advertisement, makes slogans and then decides how it has to be presented. He or she plays an important role, and is very essential for making ads that have to be aired on television, print media or online advertising.
COPY WRITER SKILLS The skill sets required for this job function are excellent English and immense creativity, which are enough o get a job. The skills differ for various job levels within the copywriter field. There are several positions within this part of advertising. A person can work as a copy writer, a senior copywriter or a copy writing director. The hierarchical structure is created because it is a very responsible job. This person is of great importance when it comes to creating the ad and deciding how the ad looks and sounds. While the graphic designers may give some form by creating images, the copy writers give life to these images. A copywriter would create an idea whereas the senior copy writer with the expertise can make the ad look more attractive, while the director supervises all these peoples work. The end product comes out good.
y y y y y y y
Creativity Excellent English Team player qualities MS office expert Mass communications degree or diploma Script writing techniques Story depiction capability
DTP OPERATOR: A DTP artist is a desktop publishing worker, a job description used in advertising agencies, publishing, color separation, printing and other related industries. A DTP operator is usually skilled in multiple computer design applications, such as Adobe CS and others. DTP operators were formerly known as FA artists (FA: Finished artwork), the name changed due to the digital processes. In English speaking countries, DTP operators are also referred to as Art workers. Their role is to translate art directors and graphic designers work in to digital files ready to go to print or be placed online.
LEARNINGS FROM STUDIO DEPARTMENT
The following is the learning from are: y y y The creativity they show on developing a copy Usage of the software for designing purpose Learnt to prepare a copy and writing caption for a advertisement
MEDIA DIRECTOR: Media Directors oversee the media department and are responsible for managing the client's media buying and planning needs. A Media Director also places ads in print outlets like magazines and newspapers as well as on TV and radio. Ad placement is carefully calculated through research and analytical models to determine what is best for the client based on the product/service, the client's goals and budget. MEDIA PLANNER: Media planners work within advertising agencies or media planning and buying agencies. They enable their clients to maximize the impact of their advertising campaigns through the use of a range of media. In order to ensure that campaigns reach their target audiences as effectively as possible, media planner¶s combine creative thinking with factual analysis to develop appropriate strategies. They apply knowledge of media and communication platforms to identify the most appropriate vehicle for building awareness of a client's brand. This department takes care of all budgeting process (i.e.) it maintains the record of DIPR for state rates and DRVP for national rates. y DIPR (Direct rate of information and regional publicity) This is the rate card for each individual state, As per the rates declared by the state government the government advertising which belongs to the state should be charged y DRVP (Direct rate of visual publicity) This is the rate card for the central government, As per the rates declared by the central government, the government advertising which belongs to the central should be charged y y This department also takes care of the publication rate details. This department uses a software called MEDIAWARE to store the details of the clients and publications y Release order will be maintained by this department
y It is the bill which consist the details of advertisement to be published in the newspaper and this should be given to the publication, It contains all the details from size to the position and so on.. y y y y y y y y y y y y Release order consists the following details: Address of the publication: The Hindu, Coimbatore Client details: The hosur new town development authority Product: If any product mention it Release order no: Date: Edition date: Size: 11 x 8 Caption: Town Plan Rate: Based on DIPR or DRVP ( if it is Gvt advertisement)/ Based on Publication rates Position and Premium: Salem edition- Front page Material: CD ROM enclosed
y y Client pays 100% to the advertising agency as a full settlement But only 15% will be retained as a commission for the agency and the remaining 85% will be paid by the agency to the Publications y Total payment time will be 60 days, Where in client should pay it within 30 days and the agency have to pay the amount within remaining 30 days. y Cost calculation for Press advertisement:
W x H x COST OF THE PUBLICATION
All these are applicable only if the agency is registered under the Indian Newspaper Society (INS)
LEARNINGS FROM THIS DEPARTMENT: y Learnt about the Cost calculation based on the size of the advertisement the client wish to
display in a publication
y Got insight about the DIPR and DVPR documents y Gone through the INS book y Learnt about the government advertisement in press media y Gathered information on the different cost patterns of different publications and
ACCOUNTS AND ADMINISTRATION
An advertising agency is in the business of providing services and must be managed that way. Thus, it has to perform various functions such as accounting, finance, human resources etc. it must also attempt to generate new business. Also this department is important since bulk of the agency¶s income approx. 65% goes as salary and benefits to the employees. All the financial details of the company will be maintained by this department The last year( 2009-10) turnover was 20 crore They also maintain Salary, PF, ESI and Pay slip details of the employee All these will be filed both on the monthly and yearly basis Department is using FOXPRO and TALLY ERP9 for recording the financial details, Billing, Purchase bill and receipts.
y y y y y y y y y
Service tax will be paid on the 15% commission the agency get from client For ESI employee contribution will be 1.75 and the Employer contribution will be 4.75 Those who works for 6 months in the agency then only they will be getting the PF If an employee works for 9 years and 6 months then they will be getting the pension.
LEARNINGS FROM THIS DEPARTMENT: y Maintenance of records on PF, ESI and learnt how to register these and follow up of all
y Gathered knowledge on other financial details and calculation of PF, ESI and the
contribution rates of employee and employer of ESI
y y y y y y y Leading advertising agency in the South India. Rank 31st in National level Experience in the field of press advertising for more than 3 decades. Have large network of publications and Clients Speedy and effective service Team work among and delegation of work Member of Indian Newspaper Society
y Concentrates only on press advertising
OPPORTUNITY: y Can emerge into other type of advertising also THREATS:
y y Other media entry has threaten this press advertising Many competitors
OVERALL LEARNINGS FROM THE INTERNSHIP PROGRAM
The internship program which I did in Sasi Advertising agency was useful in gaining knowledge about the advertisement agency which deals with press media advertisements. Knowledge on cost calculation and creating a copy for an advertisement. The agency deals with different departments like Client servicing, Media, Studio, and Accounts so insights on these department will help me in applying the knowledge in practical in future. Apart from the book knowledge it made me to gain practical knowledge on creating ad¶s, servicing clients, budgeting and maintenance of Records on Accounts and administration. Learnt the basic office operations, policy and procedure of the company. The orientation programs, training preparations, and interactions with peers and superiors. Learnt how to devise and implement policy changes that affects working environment. Learnt how to build and retain excellent communication and inter personal skills. Provided opportunity to understand the different needs of consumers and customers. Acquired practical knowledge on how to manage effective communication between staff and management. Learnt the consumer behavior and how to tackle it. Learnt how to balance the staff in terms of skills and experience. Learnt how to appreciate the hard work and smart work.
This organizational study aims at generating a practical awareness of all the functional areas of management by working with the company for a period of 45 days. The study gave an insight of its organizational culture, functions of different departments, and other routine business activities.
APPENDIX y y y
Rate card of Dinamalar Rate card of The Indian express groups DIPR example copy of Government of Andhra Pradesh
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