“OPERATIONS OF ADVERTISING AGENCY,

CLIENT PITCHING PROCESS, AND CLIENT

SERVICING IN MUSE ADVERTISING
AGENCY”
Summer Internship Reports

Submitted for partial fulfillment of requirement

For The Award of the Degree
Of

MASTER OF BUSINESS ADMINISTRATION (MBA)

Submitted by
Vikas Maurya
A0013
MBA 3rd Semester
Guided by
Ms. Shiky L. Varghese
Assistant Professor Management Department
July 2016

Submitted to:
SCHOOL OF MANAGEMENT & RESEARCH

ITM UNIVERSITY, RAIPUR (CHHATTISGARH) INDIA

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 Declaration by the Candidate

This is to declare that this report has been written by me. No part of the report is
plagiarized from other sources. All information included from other sources has been
duly acknowledged. I aver that if any part of the report is found to be plagiarized, I
shall take full responsibility for it.

Name of the Candidate: Vikas Maurya Signature of the Candidate

Enroll Number: A0013 Date:

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3|Page
 CERTIFICATE BY INSTITUTE

This is to certify that this project report entitled “Operations of Advertising

Agency, Client Pitching Process and Client Servicing in Advertising Agency”
for “Muse Advertising” is bonafied work carried out by “Vikas Maurya” of MBA
of School of Management & Research for fulfillment of MBA degree course of ITM-
University Raipur.

Ms. Shiky L. Varghese Dr. Monika Sethi

Assistant Professor Management Department Head, SMR

Date: 14/11/2016

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 CERTIFICATE BY EXAMINER

This is to certify that the project entitled “Operations of Advertising Agency, Client
Pitching Process and Client Servicing in Advertising Agency” Submitted by “Vikas
Maurya” Roll No : ______________ Enrollment No : A0013. Has been examined
by the undersigned as a part of the examination for the award of Master in Business
Administration degree of ITM-University, Raipur (C.G).

Name of the Examiner Signature of the Examiner

Date:

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 ACKNOWLEDGEMENT

“It is not possible to prepare a project report without the assistance & encouragement of other
people. This one is certainly no exception.”

Before we get into thick of things, I would like to add a few words of appreciation for the people
who have been a part of this project right from its inception. The writing of this project has been
one of the significant academic challenges I have faced and without the support, patience, and
guidance of the people involved, this task would not have been completed. It is to them I owe my
deepest gratitude.

It gives me immense pleasure in presenting this project report on “Operations of Advertising

Agency, Client Pitching Process and Client Servicing in Advertising Agency”. It has been my
privilege to have a team of project guide who have assisted me from the commencement of this
project. The success of this project is a result of sheer hard work, and determination put in by me
with the help of my project guide. I hereby take this opportunity to add a special note of thanks
for Mr. Sourab Guha sir, who undertook to act as my mentor despite his many other academic
and professional commitments. His wisdom, knowledge, and commitment to the highest standards
inspired and motivated me. Without his insight, support, and energy, this project wouldn’t have
kick-started and neither would have reached fruitfulness.

I also feel heartiest sense of obligation to company staff members & seniors, who helped me in
collection of data & resource material & also in its processing as well as in drafting manuscript. I
also acknowledge with a deep sense of reverence, my gratitude towards my parents and member
of my family, who has always supported me morally as well as economically.

At last but not least gratitude goes to all of my friends who directly or indirectly helped me to
complete this project report.

Vikas Maurya

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 ABSTRACT

Advertising can be considered as the successful resource which is a combination of

different techniques that could be used for the purpose of promoting products and
services of a company. The brand image and brand awareness can be created by using the
advertisements. Nowadays, in this competitive market for getting competitive advantages
among their competitors many companies are using advertisements as their major
marketing campaigns. In order to perform their advertisements, companies are trying to
make use of advertising agencies through which they are trying to design their
advertisements efficiently to attract the customers. Especially advertising agencies are
happened to be important resources within the advertising field and they are playing
important role in supporting the companies with their effective advertising designs and
campaigns. Advertising agencies are the group of people who has experienced talented
and skilled individuals capable of making efficient advertisements on behalf of companies
in order to succeed themselves in the market place.

The main functions of advertising agencies are explained in detail as follows:

 They will allow the companies to create brand awareness among the customers of
specific companies
 They will support the companies in improving the sales and market values of their
products and services
 They will convey the products and service messages of the specific company to the
customers

Advertising agencies are providing many added advantages to the companies in

maintaining their product expertise with brand knowledge and they will even save the
costs and time of the companies who are trying to market their products and services by
using advertising agencies. The major advertising mediums in the current markets are
newspapers, television, mails, radio, magazines and broachers, outdoor and social media
sites like Twitter, Facebook, MySpace and Orkut.

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 Table of Contact
Chapter Title Pg No.
No.
1  Introduction 10-11
 Objectives

2 Company Profile 13

3 Review of literature 15

4 Research Methodology 17-26

5 Finding of the study 28

6 Conclusion 30

7 Suggestion and recommendation 32

8 Bibliography 34

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Chapter 1

INTRODUCTION & OBJECTIVES

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 Introduction

Introduction (Business development)

During my Summer Internship at Muse advertising I was involved in different sector on this
industry out of which one was Business development (BD) comprise a number of tasks and
processes generally aiming at developing and implementing growth opportunities within and
between organizations. It is a subset of the fields of business, commerce and organizational theory.
Business development is the creation of long-term value for an organization from
customers, markets, and relationships.

Introduction (Client Servicing)

During my internship along with event management the other domain I was exposed to is client
servicing. At Muse Advertising I was given the department of Client Servicing under which I was
responsible for servicing the existing clients with their regular queries and getting new business
from them. I was also responsible for pitching new clients for the firm. As the company did several
work in the past for different companies in different sectors which helped me alot to easily hold
the attention of the clients. Initially it was difficult for me to get in touch with the industry people
but later on with the proper guidance of my mentor I was able to pitch several new clients for the
firm. This domain helped me to learn alot about advertising and advertising industry. I was exposed
to several other industries which was very beneficial for me. Doing this project led me to learn
about several other industries.

Introduction (Content generation)

Content creation is the contribution of information to any media and most especially to digital
media for an end-user/audience in specific contexts. Content is "something that is to be expressed
through some medium, as speech, writing or any of various arts" for self-expression, distribution,
marketing and/or publication. Typical forms of content creation include maintaining and updating
web sites, blogging, photography, videographer, online commentary, the maintenance of social

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media accounts, and editing and distribution of digital media. A Pew survey described content
creation as the creation of "the material people contribute to the online world.

Objectives

1. Objectives of Study (business development)

The study of the topic Event Management was aimed to understand the pre-requisites of organizing
an event. This event helped me to learn event marketing in a proper manner. The objective of this
project was to learn the basic for organizing an event at corporate level, the marketing exposures
and the problems needed to be handled.

2. Objectives of Study (Client Servicing)

The main aim for this project was to explore the opportunities in advertising industry and to
understand the market needs of other industries from the advertising perspective. It aimed to learn
the tactics of interacting with clients and pitching new clients. Getting continuous business is the
toughest part in marketing so understanding its requisites was set as the objective here.

3. Objectives of Study (content generation)

Content generation purpose is to attract and retain customers by consistently creating and curating
relevant and valuable content with the intention of changing or enhancing consumer behavior. It
is an ongoing process that is best integrated into your overall marketing strategy, and it focuses
on owning media, not renting it.

Basically, content generation is the art of communicating with your customers and prospects
without selling. It is non-interruption marketing. Instead of pitching your products or services, you
are delivering information that makes your buyer more intelligent. The essence of this content
strategy is the belief that if we, as businesses, deliver consistent, ongoing valuable information to
buyers, they ultimately reward us with their business and loyalty.

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Chapter 2

COMPANY PROFILE

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 Company Profile

Muse Advertising is an advertising firm which provides creative solutions to the

businesses that help increase their value and efficiency. Their creative solutions enriched with
visual intelligence are expressed through Advertising & Communications, Design Solutions,
Digital Marketing, Viral Videos and Social & Cultural Innovations. Muse has been serving clients
belonging to Healthcare & Pharmaceutical, Public Sector & NGOs, Government Organizations,
Media & Entertainment, Education, Real Estate, FMCG, BFSI, Fashion, Home Appliances, and
Personal Care.

Muse is nonchalant as much about the competition as about the trends. They are known for their
focus on Brand’s needs than on Brand’s wants. The only consequence of it is increased Brand’s
ROI in terms of sales & image. They are equipped with proper facilities that allow them to deliver
unmatched results and offer the best solutions to the customers. Their professionals undertake
various challenging tasks related to the brand promotion of any organization. They design, print,
research and finally deliver the exact result that the clients are looking for. They select their
professionals on the basis of their experience and creativity in the domain. Furthermore, owing to
their unmatched performance, they are meeting the demands of the market in North America,
Central America and Middle East.

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Chapter 3

REVIEW OF LITERATURE

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 Review of Literature

The Impact of strategic orientation, marketing strategy and market research activities on
new product development.

Objectives:

1. To find the impact of strategic orientation, marketing strategy, and market research
activities on New Product Development.
2. To help in examines the moderating effects of environmental factors (economic situation
and supply condition) on the relationship between strategic orientation, marketing
strategy, and market research activities towards New Product Development.

Findings:

1. This study enhance product development literature regarding factors affecting the process
of development.

2. The variables of strategic orientation and marketing strategy have significant influences
on New product development while variables of market research activities have no
significant influences on New Product Development.

3. The Moderating effects of environmental factors does not moderate the relationship of
strategic orientation, marketing strategy and market research activities towards New
Product Development.

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Chapter 4

RESEARCH METHODOLOGY

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 Research methodology
The process used to collect information and data for the purpose of making business
decision. The methodology may include publication research, interviews, surveys and other
research techniques, and could include both present and historical information.

Types of research methodology:-

 Experiments:-
People who take part in research involving experiments might be asked to complete various
tests to measure their cognitive abilities (e.g. word recall, attention, concentration,
reasoning ability etc.) usually verbally, on paper or by computer. The results of different
groups are then compared. Participants should not be anxious about performing well but
simply do their best. The aim of these tests is not to judge people or measure so-called
intelligence, but to look for links between performance and other factors. If computers are
used, this has to be done in such a way that no previous knowledge of computers is
necessary. So people should not be put off by this either.
The study might include an intervention such as a training programmer, some kind of social
activity, the introduction of a change in the person’s living environment (e.g. different
lighting, background noise, different care routine) or different forms of interaction (e.g.
linked to physical contact, conversation, eye contact, interaction time etc.). Often the
interaction will be followed by some kind of test (as mentioned above), sometimes before
and after the intervention. In other cases, the person may be asked to complete a
questionnaire (e.g. about his/her feelings, level of satisfaction or general well-being). Some
studies are just based on one group (within-group design). The researchers might be
interested in observing people’s reactions or behavior before and after a certain
intervention (e.g. a training programme). However, in most cases, there are at least two
groups (a between-subjects design). One of the groups serves as a control group and is
not exposed to the intervention. This is quite similar to the procedure in clinical trials
whereby one group does not receive the experimental drug. This enables researchers to
compare the two groups and determine the impact of the intervention. Alternatively, the
two groups might differ in some important way (e.g. gender, severity of dementia, living

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 at home or in residential care, etc.) and it is that difference that is of interest to the
researchers.

 Surveys:-
Surveys involve collecting information, usually from fairly large groups of people, by
means of questionnaires but other techniques such as interviews or telephoning may also
be used. There are different types of survey. The most straightforward type (the “one shot
survey”) is administered to a sample of people at a set point in time. Another type is the
“before and after survey” which people complete before a major event or experience and
then again afterwards.

 Questionnaires:-
Questionnaires are a good way to obtain information from a large number of people and/or
people who may not have the time to attend an interview or take part in experiments. They
enable people to take their time, think about it and come back to the questionnaire later.
Participants can state their views or feelings privately without worrying about the possible
reaction of the researcher. Unfortunately, some people may still be inclined to try to give
socially acceptable answers. People should be encouraged to answer the questions as
honestly as possible so as to avoid the researchers drawing false conclusions from their
study.
Questionnaires typically contain multiple choice questions, attitude scales, closed
questions and open-ended questions. The drawback for researchers is that they usually have
a fairly low response rate and people do not always answer all the questions and/or do not
answer them correctly. Questionnaires can be administered in a number of different ways
(e.g. sent by post or as email attachments, posted on Internet sites, handed out personally
or administered to captive audience (such as people attending conferences). Researchers
may even decide to administer the questionnaire in person which has the advantage of
including people who have difficulties reading and writing. In this case, the participant may
feel that s/he is taking part in an interview rather than completing a questionnaire as the
researcher will be noting down the responses on his/her behalf.

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 Interviews:-
Interviews are usually carried out in person i.e. face-to-face but can also be administered
by telephone or using more advance computer technology such as Skype. Sometimes they
are held in the interviewee’s home, sometimes at a more neutral place. It is important for
interviewees to decide whether they are comfortable about inviting the researcher into their
home and whether they have a room or area where they can speak freely without disturbing
other members of the household. The interviewer (which is not necessarily the researcher)
could adopt a formal or informal approach, either letting the interviewee speak freely about
a particular issue or asking specific pre-determined questions. This will have been decided
in advance and depend on the approach used by the researchers. A semi-structured
approach would enable the interviewee to speak relatively freely, at the same time allowing
the researcher to ensure that certain issues were covered.
When conducting the interview, the researcher might have a check list or a form to record
answers. This might even take the form of a questionnaire. Taking notes can interfere with
the flow of the conversation, particularly in less structured interviews. Also, it is difficult
to pay attention to the non-verbal aspects of communication and to remember everything
that was said and the way it was said. Consequently, it can be helpful for the researchers to
have some kind of additional record of the interview such as an audio or video recording.
They should of course obtain permission before recording an interview.

 Case studies:-
Case studies usually involve the detailed study of a particular case (a person or small
group). Various methods of data collection and analysis are used but this typically includes
observation and interviews and may involve consulting other people and personal or public
records. The researchers may be interested in a particular phenomenon (e.g. coping with a
diagnosis or a move into residential care) and select one or more individuals in the
respective situation on whom to base their case study/studies. Case studies have a very
narrow focus which results in detailed descriptive data which is unique to the case(s)
studied. Nevertheless, it can be useful in clinical settings and may even challenge existing
theories and practices in other domains.

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 Participant and non-participant observation:-
Studies which involve observing people can be divided into two main categories, namely
participant observation and non-participant observation.
In participant observation studies, the researcher becomes (or is already) part of the group
to be observed. This involves fitting in, gaining the trust of members of the group and at
the same time remaining sufficiently detached as to be able to carry out the observation.
The observations made might be based on what people do, the explanations they give for
what they do, the roles they have, relationships amongst them and features of the situation
in which they find themselves. The researcher should be open about what s/he is doing,
give the participants in the study the chance see the results and comment on them, and take
their comments seriously.
In non-participant observation studies, the researcher is not part of the group being studied.
The researcher decides in advance precisely what kind of behavior is relevant to the study
and can be realistically and ethically observed. The observation can be carried out in a few
different ways. For example, it could be continuous over a set period of time (e.g. one hour)
or regularly for shorter periods of time (for 60 seconds every so often) or on a random
basis. Observation does not only include noting what happened or was said but also the
fact that a specific behavior did not occur at the time of observation.

 Observational trials:-
Observational trials study health issues in large groups of people but in natural settings.
Longitudinal approaches examine the behavior of a group of people over a fairly lengthy
period of time e.g. monitoring cognitive decline from mid to late life paying specific
attention to diet and lifestyle factors. In some cases, the researchers might monitor people
when they are middle-aged and then again after 15 years and so on. The aim of such studies
is usually to determine whether there is a link between one factor and another (e.g. whether
high alcohol consumption is correlated with dementia). The group of people involved in
this kind of study is known as a cohort and they share a certain characteristic or experience
within a defined period. Within the cohort, there may be subgroups (e.g. people who drink
moderately, people who drink heavily, people who binge drink etc.) which allow for further
comparisons to be made.

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 In some cases, rather than following a group of people from a specific point in time
onwards, the researchers take a retrospective approach, working backwards as it were.
They might ask participants to tell them about their past behaviour, diet or lifestyle (e.g.
their alcohol consumption, how much exercise they did, whether they smoked etc.) They
might also ask for permission to consult the participants’ medical records (a chart review).
This is not always a reliable method and may be problematic as some people may forget,
exaggerate or idealise their behaviour. For this reason, a prospective study is generally
preferred if feasible although a retrospective pilot study preceding a prospective study may
be helpful in focusing the study question and clarifying the hypothesis and feasibility of
the latter (Hess, 2004).

 Studies using the Delphi method:-

The Delphi method was developed in the United States in the 1950s and 1960s in the
military domain. It has been considered particularly useful in helping researchers determine
the range of opinions which exist on a particular subject, in investigating issues of policy
or clinical relevance and in trying to come to a consensus on controversial issues. The
objectives can be roughly divided into those which aim to measure diversity and those
which aim to reach consensus.
Different ways to employ this method have been devised but they tend to share common
features, namely a series of “rounds” in which the participants (known as “panellists”)
generate ideas or identify salient issues, comment on a questionnaire (constructed on the
basis of the results from the first round) and re-evaluate their original responses. After each
round, a facilitator provides an anonymous summary of the forecasts/opinions made by the
experts and of their reasons.
There is no limit to the number of panellists involved but between 10 and 50 might be
considered manageable. The panellists are chosen on the basis of their expertise which
could take many forms (e.g. academic, professional or practical knowledge, personal
experience of having a condition, being a service user etc.).

Method I used was observation and understanding

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Observational Methods in psychological research entail the observation and description of a
subject's behavior. Researchers utilizing the observational method can exert varying amounts of
control over the environment in which the observation takes place. This makes observational
research a sort of middle ground between the highly controlled method of experimental design and
the less structured approach of conducting interviews. Observation (watching what people do)
would seem to be an obvious method of carrying out research in psychology.

However, there are different types of observational methods and distinctions need to be made
between:

1. Controlled Observations
2. Natural Observations
3. Participant Observations

In addition to the above categories observations can also be either overt/disclosed (the participants
know they are being studied) or covert/undisclosed (the research keeps their real identity a secret
from the research subjects, acting as a genuine member of the group).

In general observations, are relatively cheap to carry out and few resources are needed by the
researcher. However, they can often be very time consuming and longitudinal.

1. Controlled Observation:-

Controlled observations (usually a structured observation) are likely to be carried out in a

psychology laboratory. The researcher decides where the observation will take place, at
what time, with which participants, in what circumstances and uses a standardized
procedure. Participants are randomly allocated to each independent variable group.

Rather than writing a detailed description of all behavior observed, it is often easier to code
behavior according to a previously agreed scale using a behavior schedule (i.e. conducting
a structured observation).

The researcher systematically classifies the behaviour they observe into distinct categories.
Coding might involve numbers or letters to describe a characteristics, or use of a scale to
measure behavior intensity. The categories on the schedule are coded so that the data
collected can be easily counted and turned into statistics.

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 For example, Mary Ainsworth used a behavior schedule to study how infants responded to
brief periods of separation from their mothers. During the Strange Situation procedure
infant's interaction behaviors directed toward the mother were measured, e.g.

1. Proximity and contacting seeking

2. Contact maintaining
3. Avoidance of proximity and contact
4. Resistance to contact and comforting

2. Naturalistic Observation

Naturalistic observation (i.e. unstructured observation) involves studying the spontaneous

behaviour of participants in natural surroundings. The researcher simply records what they
see in whatever way they can.

Compared with controlled/structured methods it is like the difference between studying

wild animals in a zoo and studying them in their natural habitat.

With regard to human subjects Margaret Mead used this method to research the way of
life of different tribes living on islands in the South Pacific. Kathy Sylva used it to study
children at play by observing their behaviour in a playgroup in Oxford shire.

3. Participant Observation

Participant observation is a variant of the above (natural observations) but here the
researcher joins in and becomes part of the group they are studying to get a deeper insight
into their lives. If it were research on animals we would now not only be studying them in
their natural habitat but be living alongside them as well!

This approach was used by Leon Festinger in a famous study into a religious cult who
believed that the end of the world was about to occur. He joined the cult and studied how
they reacted when the prophecy did not come true.

Participant observations can be either cover or overt. Covert is where the study is carried
out 'under cover'. The researcher's real identity and purpose are kept concealed from the
group being studied. The researcher takes a false identity and role, usually posing as a
genuine member of the group. On the other hand, overt is where the researcher reveals his
or her true identity and purpose to the group and asks permission to observe.

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 Business development

Introduction

During the project the job I was assigned was to is to generate new business leads for the
organization. For this particular job assigned the procedure we followed was Telephonic approach
initially in which we tell people about services Muse provides and if they are interested we fix a
meeting for better understanding of their requirements. After it negotiation is carried by superiors.

During my internship I performed as business development and communicated to hand full of

companies of different sectors initially approach was through telephone.

The procedure I used to approach to corporate people is given in the following steps:

1. Sourcing of the names and contact details of all the companies in and around Mumbai.
2. Compiling and organizing of all the details of the companies in a proper manner.
3. Calling each of the companies individually and trying to get in contact with the Marketing
Head of the organization.
4. Offering them all the services of the organization keeping the focus on Corporate Videos.
5. Trying to arrange a meeting with them to present the advantages of the services offered.
6. Communicating the response to my mentors and proceeding as per their guidance.

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 Given data is of the sectors I have approached

Sectors Number of Companies

1. Clothes 10
2. Shoes 8
3. Watch 7
4. Energy Drink 5
5. Real Estate 15
6. Cosmetics 12
7. Calcium Supplements for Women 6

8. Flour 12
9. Network 10
10. Health Drinks 12
11. Education 20
12. Spa And Saloons 4
13. Fitness 5
14. Food Products 5
15. Pen 7
Total 138

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 Percentage

5% 7%
4%
6%
4%

3%
5%

4%

14%

11%

7%

9%
7%
4%
9%

Clothes Shoes Watch

Energy Drink Real Estate Cosmetics
Calcium Supplements for Women Flour Network
Health Drinks Education Spa And Saloons
Fitness Food Products Pen

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Chapter 5

FINDINGS OF THE STUDY

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 Findings of the study

The findings with which I was left by the end of the project are as follows:-

 Same kind of advertising strategies don’t work for all kind of industries or organizations.
Different organizations have different target markets, different vision so different
strategies are needed to be developed for all.
 Advertising plays a very important role in providing an image to your brand. Even a slight
misinterpretation of message can spoil the image of a brand.
 Advertising influences the buying decisions of all types of customers heavily.
 Client servicing is a very important part of any organisation. It acts as a face of the
organization in the outside world. A sincere work can be very constructive for the image
of the organisation whereas even a little carelessness can spoil the image of the
organisation.
 Content are very use full in generation new business leads.
 Quality work helps in customer retention and acquiring new clients.

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Chapter 6

CONCLUSION

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 Conclusion
During my internship at Muse Advertising the points I would like to conclude under the domain I
studied are as follows:

 Client servicing plays a very important role in the success of any organisation, the person
in the client servicing department acts as a face of the organisation for its client. His proper
working will always keep the clients on board but a slight dissatisfaction because of the
client servicing department can lead the clients to switch the organisation.
 Pitching of new clients is not easy for any organisation especially in service industry. You
need to have a really impressive uniqueness to be liked by the people. A common service
will leave you with rejections so every organisation should keep innovation in one or the
other way
 Content plays a very important role in marketing content are key ingredient for any creative
work. Content is main tool of attraction. In order to generate appropriate case study one
should have command over language and knowhow and when to use words, content
generation can’t be too much casual with this write-up as well as content generated should
be reader friendly the use of technical words should be done perfectly.

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Chapter 7

Suggestion and Recommendations

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 Suggestions and Recommendations
After an intense study on both the domains the recommendations I would like to give to the
company are as follows:-

 Muse should increase its work force: Currently the technical department has only 4
members among which 2 are designers and 1 is a web developer and 1 is a sound and video
editor. The marketing and client servicing personnel should be hired to aquire more client
base and improved client satisfaction. The members in research and development team
should also be increased so that new ideas can be brought in and innovations can take place.
 Muse works in a very casual environment because of which sometimes subordinates
misbehave with superiors which leads to a chaos in the organisation. The organisation
should follow a formal work environment.
 It’s an era of cut-throat competition so organisation should keep on fetching national clients
and clients of different areas too.

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Chapter 8

BIBLIOGRAPHY

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 Bibliography

Websites
1. WWW.Wikipedia.com
2. WWW.advertising.com
3. WWW.adbounds.com
4. WWW.museadvertisng.com
5. http://www.aaaindia.org
6. www.ibfindia.com/advertising-agencies-association-india-aaai-0
7. www.impactonnet.com/node/781
8. www.isanet.org.in/
9. http://economictimes.indiatimes.com/topic/Indian-Society-of-Advertisers
10. www.adbrands.net/in/

Books
1. Ogilvy on advertising
2. A Global History of Advertising by Mark Tungate
3. Social Media ROI by Olivier Blanchard
4. My Life in Advertising and Scientific Advertising by Claude Hopkins
5. The art of client servicing

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