INTERNSHIP REPORT ON

MEDIA 11 ADVERTISING

ABBOTTABAD

Submitted by: Abdul Wali Rasooli

Roll # 225

Supervised by: Abdul Waheed

Government College of Management Sciences

Abbottabad
SESSION

2018-2019
 INTERNSHIP REPORT ON

MEDIA 11 ADVERTISING

ABBOTTABAD

Submitted by: Abdul Wali Rasooli

Roll # 225
Supervised by: Abdul Waheed

This internship report is submitted in partial fulfillment of the

requirements for the degree of Master of Commerce awarded by the
Abbottabad University of Science & Technology
Abbottabad

Government College of Management Sciences Abbottabad

SESSION

2018-2019
 Government College of Management Sciences
Abbottabad

APPROVAL SHEET

Approval Committee

1. External Examiner

Mr.______________________ Signature______________________

2. Supervisor

Abdul Waheed Signature______________________

Lecturer (Commerce & Business Administration)

3. Head of department

Mr. Sardar Muhammad Arshad__ Signature_____________________

Designation Principal
 DEDICATION

I dedicated this report to my Loving parents who have continuously given me moral support and

encouraged me though my M.COM They gave me mental strength to fight and deal with the hurdles

of the daily routine I faced during my study. At this stage I can say that today what I am where I stand

is just because of them. Secondly I would like to dedicate this report to my supervisor who guided me

throughout my internship and even in the making of report.

 ABSTRACT

All praises and thanks to Almighty ALLAH. The lord and creator of this universe by shoes
power and glory all goods and things are accomplished. He is also the most merciful, who
gave me the ability and opportunity to work on this report. It is an academic requirement for
the student of M.Com to undergo an internship program of Six weeks duration. This
opportunity provides to the students to apply theoretical knowledge and gain practical
experience about the organization. The purpose of internship report is to evaluate the
performance of organization and give concrete recommendation for further improvements.
Another aspect of this internship is that it makes of a student imaginative and be dynamic and
takes him away from bookish and impractical philosophy. So it makes the student a practical
man and helps him to face difficulties of practical life and the solution of problems. Through
internship a student can judge his qualities and expertise, whish he gained from books.

This internship report is on Media 11. Media 11 is Advertising Company which is growing
very rapidly. It offers very good and attractive ads of its customers. Media 11 is leading in its
specialty of making ads which ensures its success. Media 11 the founder of company started
its operations from Lahore and with in some years opened it in Islamabad, Karachi and
Peshawar. It has increasing number of its customer day to day. In short period it got the
awards of best performance. Since last 21 years it’s getting awards annually of good
performance and leading their competitors.
 Table of Contents

Chapter 1...............................................................................................................................................1
Introduction to Report...........................................................................................................................1
1.1 Introduction.................................................................................................................................1
1.2 Background of Study....................................................................................................................1
1.3 Purpose of Internship..................................................................................................................2
1.4 Objective of the Report...............................................................................................................2
1.5 INTRODUCTION TO ADVERTISING................................................................................................2
1.6 WHY ADVERTISING ?...................................................................................................................6
1.7 VEHICLES OF ADVERTISING..........................................................................................................7
1.8 ADVERTISING AGENCY.................................................................................................................7
1.9 Introduction to Online Advertising..............................................................................................8
1.9.1 Display Advertising...............................................................................................................9
1.9.2 Search Advertising..............................................................................................................10
1.9.3Social Media Marketing.......................................................................................................11
1.9.4 Mobile Advertising.......................................................................................................11
Chapter 2.............................................................................................................................................12
Introduction to the company...............................................................................................................12
2.1 About Media 11.........................................................................................................................12
2.1.1 Company’s History..............................................................................................................12
2.1.2 Countrywide Management.................................................................................................12
2.2 ORGANIZATIONAL STRUCTURE..................................................................................................13
2.3 Client Services (Account) Department.......................................................................................14
2.4 Human Resource/ Admin /IT/Finance Department...................................................................15
2.5 Vision Statement.......................................................................................................................15
2.6 Mission Statement.....................................................................................................................16
2.7 Positioning.................................................................................................................................16
2.8 Objectives..................................................................................................................................17
Chapter 3.............................................................................................................................................18
Marketing............................................................................................................................................18
3.1 Customers Analysis....................................................................................................................18
 3.1.1 Why they spend?................................................................................................................19
3.1.2 When they spend?..............................................................................................................19
3.1.3 How they spend?................................................................................................................19
3.1.4 What and where they spend?.............................................................................................19
3.1.5 Top 10 product categories Advertised in Print Media.........................................................20
3.1.6 Top 10 Companies that advertised in Print media..............................................................20
3.1.7 Top 10 product categories advertised on TV......................................................................21
3.1.8 Top 10 Companies that advertised on TV...........................................................................21
3.1.9 Ad spend on Radio Stations................................................................................................22
3.1.10 Total Advertising Spend....................................................................................................22
3.2 Competitors Analysis.................................................................................................................23
3.2.1 Strengths of Our Competitors;............................................................................................23
3.2.2 Weaknesses:.......................................................................................................................24
3.2.3 Segmentation......................................................................................................................24
3.3Marketing mix.............................................................................................................................25
3.3.1 Product...............................................................................................................................25
3.3.2 Price....................................................................................................................................31
3.3.3. Place/distribution..............................................................................................................33
3.3.4. Promotion..........................................................................................................................33
3.3 5. People...............................................................................................................................34
3.3.. Process.................................................................................................................................35
Chapter 4.............................................................................................................................................36
SWOT ANALYSIS...................................................................................................................................36
4.1 What makes a SWOT analysis effort successful?.......................................................................37
4.2 SWOT Analysis Frames Company Strengths..............................................................................37
4.3 Pinpoint Company Weaknesses.................................................................................................38
4.4 Analyze Opportunities & Threats in the Marketplace................................................................39
Strengths.........................................................................................................................................40
Weaknesses.....................................................................................................................................40
Opportunities..................................................................................................................................41
Threats.............................................................................................................................................41
4.5 My Activities..............................................................................................................................41
4.5.1 My Responsibilities.............................................................................................................41
4.5.2 My practical experience......................................................................................................42
Chapter 5.............................................................................................................................................47
Conclusion & Recommendation..........................................................................................................47
5.1 CONCLUSION.............................................................................................................................47
5.2 RECOMMENDATION..................................................................................................................50
References...........................................................................................................................................53
ANNEXURE...........................................................................................................................................54
2001 Top 10 Multinational Advertisers (Ad Age International Nov 11, 2002)................................59
Major Advertisers by Region...........................................................................................................59
2001 Top 10 Multinational Advertising Agencies (Ad Age Intnl., April 2002)...............................59
 ACKNOWLEDGEMENT

Lots of thanks to Almighty Allah (The most merciful the most beneficial).The only creator of
universe who enabled me to complete this report, in spite of various difficulties. All respects
to the Holy Prophet (P.B.U.H) who enable us to recognize our greater and whose spiritual
teaching guide us every matter of life.

First of all my Supervisor Abdul Waheed, he has been a permanent source of encouragement
and guidance. I am also highly thankful to my honorable teachers for theirs guidance. I am
indebted to all the employees of Media 11 . I Special thanks to MANAGER of Media 11 and
all other employees of the company for their cooperation. Moreover, I would also
acknowledge my debt to my family for their helpful hand.

Abdul Wali Rasooli

 Executive Summary

Media 11 is the very dynamic and big company of Advertising among the Advertising
companies of Pakistan. Its founder Nasir Shahzad make its success confirm with its highly
efforts. after its day night work now Media 11 has good name and future in Pakistan. It is the
company which is getting regularly awards of best performance since last 10years of its life.
Media 11 start its operations on 4th June 1994 in the governance Nasir Shahzad in Abbottabad
Later it opened its office in Malaysia Islamabad and now having plan to open in Quetta
.There are five departments of Media 11. Customer service department build relation with its
customers and analyze which customer gives more investment and valuable. Second is
creative department which works in art and production. It makes rough idea in art and
finishing ads and campaigns. Media department is responsible for media planning like
booking the places and mediums (print and electronic media). Human resource department
manage and look after the employees. Increase their skills and improve the efficiency of
employees and also maintain them. Finance department work is to handle financial position
of company. It handle the operations of Media 11 and its investments. It also up to date its
financial position and earnings either company is getting profit or not.
Today, Advertising has become a reflection of human life, whatever state it may be in.
Traditionally started as a press release, a television ad and a billboard display, advertisements
have now moved on to cover every possible area of human life in order to communicate.
Ranging from internet marketing to road shows, marketing communication has utilized the
path to interact with its target audience. If times are good, it celebrates; if not it mourns.
Advertising has successfully transcended from one of the most interruptive commercial
medium of modern times to something that everyone wants to have a piece of. Advertising
agencies have always played a pivotal role in improving general human conditions the world
over.
I did financial (ratio, horizontal and vertical) analysis of company. From the financial
analysis I find different ratios of company which shows that company is performing well its
operations but it needs to be improve them more because these are not highly satisfactory. It
is very old technique which clearly shows about the financial position of company
comparatively with different standards. With the help of them investor take a short reading
and take decision about investment or not.
Vertical analysis is perform to check company’s position against its total assets and income
statement. Total assets are divided on each value of balance sheet and sales are divided on
each value of income statement. In Horizontal analysis the selected base year divided by all
items of income statement and balance sheet of each.
 Chapter 1
Introduction to Report

1.1 Introduction
Training means a process of teaching or learning skills and making
yourself trained in that field. Choosing finance as my field and wanted to
have a training in Advertising Agency to maximize my knowledge and
learning skills through practical implementation and to overlook the
overall activities going in within the Advertising Companies. My training
in Media 11 Advertising help me a lot in practical sense instead I was told
orally in our graduation. Learning means practical work also and if
someone don’t have practical skills even being orally mastered its nothing,
just like, ‘‘frog in the well”. My training here make me broaden my vision
and capabilities regarding finance and its my great honor to have a training
in Department of finance at Media 11 Advertising. Which made me learn
more about the true and fair teaching of finance regarding our projects
dealing and also made me cautious how to make financial analysis of any
company.

1.2 Background of Study

To have a good and practical knowledge about a particular task you
need to be practical and self-motivated for it. The main idea of my study is
to have practical implementation of financing activities and organization’s
management work. To broaden myself that how company’s each
department work accordingly and how they achieve their objectives and
goals set by the top level management. As every organization’s main aim
is to achieve its goals and objectives with low cost and expenses. This is
only done by a proper management system which can make highest
possible solutions for structured or un-structured problems within or
outside the organizational infrastructure. There is a need of proper setup
which can set goals for its every department as its not the work of single
department or individual. It’s a team work and manage needs to establish a

1
network among the departments by setting goals and objectives and giving
them the plans to maximize the profit and to low the cost of the
organization. To utilize assets and to maintain accounts properly. By going
inside the company, behavioral activities of the organization can be easily
understood that how every department is linked with the others and how
the organization goals and objectives are achieve within a specific time
and frame by considering its management cost and revenue set up by the
top level.

1.3 Purpose of Internship

The purpose of my training in the Advertising Company is to have
a practical seeing and having a skillful insight in the organization’s
behavior regarding the business dealing and transactions and interaction
with its users. The main function of Advertising Company is to manage
their projects in a unique way and secure manner. But the thing is to
understand the system of an organization on which it works and make
profit motive.

1.4 Objective of the Report

The study will benefits for the students of finance and accounts. They will
take a better exposure in the field of finance.

1.5 INTRODUCTION TO ADVERTISING

Advertising may be described as the science of arresting the human
intelligence long enough to get money from it. It is a non-personal form of
communication intended to persuade an audience to purchase or take some
action upon products, ideas, or services. Advertisements make a product or
service familiar in the household. It gives an identity to the product. In
other words, advertisements facilitate the making of a Brand. Brand image
is the personality a brand has created in the minds of its customers. It is the
advertisements that help in communicating the desired message so as to
form a brand image as targeted by the company. Keeping in constant touch
with the target audience through frequent advertisements carried out via

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various mediums helps in enhancing the Brand Awareness and Brand
Recall. Effective Advertising is a communication that induces the
consumer to buy a product. Advertising performs one of the most
important functions in society that is to inform, it gives people the power
of choice, the power of knowledge that helps them make important
decisions every day. Advertisements intend to answer the following for
their potential customers:

 Inform them about the product or service?

 Where and how is the product or service available?
 How to use the product or service?

Today, Advertising has become a reflection of human life, whatever state

it may be in. Traditionally started as a press release, a television ad and a
billboard display, advertisements have now moved on to cover every
possible area of human life in order to communicate. Ranging from
internet marketing to road shows, marketing communication has utilized
the path to interact with its target audience. If times are good, it celebrates;
if not it mourns. Advertising has successfully transcended from one of the
most interruptive commercial medium of modern times to something that
everyone wants to have a piece of. Advertising agencies have always
played a pivotal role in improving general human conditions the world
over. From marketing a luxury car to spreading awareness on social issues,
Advertising has played its bit.

The global market has expanded manifold in the last few decades. More
and more products are being launched practically everyday. The
companies are engaged in cutthroat competition to highlight their products
to the forefront. Herein enters the glamorous field of advertising.
Advertising is actually brand building through effective communication
and is essentially a service industry. This requires the help of the media to
reach more and more people to communicate brand effectiveness and here
advertising agencies comes picture.

3
The role of advertising agency has been accepted because it provides
specialist services to the companies, which have inadequate services of
experts for the promotion of their goods and services. Many institutions
have established the services of advertising agencies to make their
products and services known to the potential consumers.

FUNCTIONS OF ADVERTISING AGENCY:

The advertising agency performs all the managerial functions. Some of
these are planning, creation and execution, co-ordination, accounting,
media, research and internal control.

 Planning: The advertising agency plans the advertising campaign.

The management delegates the responsibility of advertising
planning and execution to the agency. The agency must have a fair
knowledge of the firm’s products, its history, the present market
conditions, distribution methods, price level and other conditions.
A successful advertising programme is built on the basis of these
data.
 Creation and Execution: Specific advertisements are created. The
advertising copy is written; the layout is prepared; illustrations are
drawn; photographs are finalized; and a correct mechanical form
for running it in the selected media is produced. The advertising
agency prepares a suitable advertising copy for insertion in all the
media.
 Co-Ordination: The advertising agency co-ordinates several
activities. It often works with the client’s sales force and
distribution network to ensure the long-run success of the
advertising programme. The combined efforts of sales persons,
distributors and retailers ensure maximum sales. Ideas, media, copy
and decisions are co-ordinated properly to project and implement
the advertising programme.
 Accounting: The advertising agency maintains proper accounts in
co-operation with the client. The account executives see to it that
the agency keeps to the stated plan. The accountant is in charge of
the administration of the advertising programme on the agency

4
 side. A misunderstanding arising between the agency and the client
is eliminated by the accountant. The amount of fees received from
the client and the payment of taxes, bills and other charges are
accounted for by the accountant.
 Media: The advertising agency selects the media or a set of
suitable media for the client to reach the right type of audience
which is an important factor in media selection. The rates,
circulation, population, audience, income and other important
information are collected for the purpose. It has to see to that the
media plan is carried out properly which is devised to implement
the campaign’s communication objectives. The media experts
know all about the media and their coverage. They prepare the
schedule of advertising, publication, data on printing and the time
available from television and radio.
 Research: Research is a key function in an advertising campaign.
The decisions on creativity and media selection are taken on the
findings uncovered for research. Research makes every decision
systematic and logical, based as it is on facts and figures.
 Internal Control: The advertising agency manages its employees,
finances and other resources effectively and economically. It
conducts the business behind the scenes and exercises proper
control over activities and funds. Public relations, sales promotion
functions and client contacts are maintained by the management for
the effective operations of the advertising agency.

1.6 WHY ADVERTISING ?

Advertising is required because it explains complex issues in ways that
are interesting, easy to understand and meaningful It is tool used by
companies to:

 Inform people about new products and services

 Brand building

5
  Remind customers about their brand at the right time and right
place
 Reinforce confidence in purchase
 Built corporate identity
 Help their sales force become more effective
 Give their brand and the company a personality that makes it
unique

Government and Autonomous bodies use Advertising to:

 Inform people about their policies

 Promote social awareness
 Educate masses on health care
 Prevent panic during natural disasters
 Dispel harmful rumours
 Attract foreign investment

Myth: An Advertising agency always helps to sell a product

Fact: Advertising can never succeed in selling something which the

public will not accept.An advertisement becomes successful only if the
product is satisfactory. It is very important that it fulfils the needs of the
consumers. The deal offered by the company ought to have some
credibility in order to appeal in the eyes of the target audience

1.7 VEHICLES OF ADVERTISING

Many advertisements are designed to generate increased consumption of
those products and services through the creation and reinforcement of
"brand image" and "brand loyalty". With the passing time, more people
relied on the advertisements and the never ending race to attract the
customers started. Out-of-the-box thinking was appreciated and
Advertising emerged as a significant part of a business. In fact,
Advertising and communication gained so much momentum that
advertisements are now often placed by an Advertising agency on behalf

6
of a company or other organization. Traditionally, the scope of Advertising
was limited to only a few options. In the present scenario advertisements
have become an unavoidable part in the day to day life. Every major
medium is used to deliver these messages, including television, radio,
cinema, magazines, newspapers, video games, the internet and billboards.
Any medium where the audience can easily and frequently be attracted is
utilized to pass on the communication by mode of audio, visual or print
format. Instead of the means of mass communications, personalized
messages are given higher importance these days. A personal email to the
esteemed customer is beneficial for the company to gain frequent and
better response from the customer. Moreover, it makes the customer feel
important. In today’s consumer centric world, it is very essential to pamper
the customers to keep a hold on them.

1.8 ADVERTISING AGENCY

An ad agency is a firm that specializes in the creation, design and
placement of advertisements and in the planning and execution of
promotional campaigns for products and services of their clients. An ad
agency is independent from the client and provides an outside point of
view to the effort of selling the client's products or services. The
Advertising professionals can also handle overall marketing and branding
strategies and sales promotions for its clients. The process of ad making
and marketing communication requires the inputs of experts in many fields
like writers, artists, photographers, designers, television production crews
and many others. Almost all Advertising is therefore arranged through an
Advertising agency which provides the necessary skill to turn the message
into a memorable and effective advertisement. Typical ad agency clients
include businesses and corporations, non-profit organizations and
government agencies. The Advertising agencies help in creating public
awareness in a manner that is effective and innovative. Though the ad
agencies are very professional and expert in their field, the service is very
personalized in nature. Agencies may be hired to produce single ads or,

7
more commonly, ongoing series of related ads, called an Advertising
campaign.

1.9 Introduction to Online Advertising

Online advertising is a large business and is growing rapidly. Online
advertising, also called Internet advertising, uses the Internet to
deliver promotional marketing messages to consumers. It includes email
marketing, search engine marketing, social media marketing, many types
of display advertising including web banner advertising and mobile
advertising. Like other advertising media, online advertising frequently
involves both a publisher, who integrates advertisements into its online
content, and an advertiser, who provides the advertisements to be
displayed on the publisher's content. Other potential participants include
advertising agencies who help generate and place the ad copy, an ad server
who technologically delivers the ad and tracks statistics, and advertising
affiliates who do independent promotional work for the advertiser.

Online advertising is a marketing strategy that involves the use of the

Internet as a medium to obtain website traffic and target and deliver
marketing messages to the right customers. Online advertising is geared
toward defining markets through unique and useful applications.Since the
early 1990s there has been an exponential increase in the growth of online
advertising, which has evolved into a standard for small and large
organizations.Online advertising is also known as Internet advertising.

A major advantage of online advertising is the quick promotion of product

information without geographical boundary limits. A major challenge is
the evolving field of interactive advertising, which poses new challenges
for online advertisers. Examples of online advertising include banner ads,
search engine results pages, social networking ads, email spam, online
classified ads, pop-ups, contextual ads and spyware.

8
1.9.1 Display Advertising
Display advertizing conveys its message visually using text, logos,
animations or other graphics. Display advertisers frequently target users
with particular traits to increase the ads' effect. Online advertisers often
use cookies, which are unique identifiers of specific computers, to decide
which ads to serve to a particular consumer. Cookies can track whether a
user left a page without buying anything, so the advertiser can
later retarget the user with ads from the site the user visited.

As advertisers collect data across multiple external websites about a user's

online activity, they can create a detailed picture of the user's interests to
deliver even more targeted advertising. This aggregation of data is
called behavioral targeting. Advertisers can also target their audience by
using contextual and semantic advertising to deliver display ads related to
the content of the web page where the ads appear. Retargeting, behavioral
targeting, and contextual advertising all are designed to increase an
advertiser's return on investment, or ROI, over untargeted ads.

Advertisers may also deliver ads based on a user's suspected geography

through geo targeting. A user's IP address communicates some geographic
information . The geographic information from an IP can be supplemented
and refined with other proxies or information to narrow the range of
possible locations. For example, with mobile devices, advertisers can
sometimes use a phone's GPS receiver or the location of nearby mobile
towers.[28] Cookies and other persistent data on a user's machine may
provide help narrowing a user's location further.

1.9.2 Search Advertising

In Internet Marketing, Search Advertising is a method of placing online
advertisements on Web pages that show results from search
engine queries. Through the same search-engine advertising services, ads
can also be placed on Web pages with other published.

Search advertisements are targeted to match key search terms entered on

search engines. This targeting ability has contributed to the attractiveness
of search advertising for advertisers. Consumers will often use a search

9
engine to identify and compare purchasing options immediately before
making a purchasing decision. The opportunity to present consumers with
advertisements tailored to their immediate buying interests encourages
consumers to click on search ads instead of unpaid search results, which
are often less relevant. Unpaid search results are also called organic results

1.9.3Social Media Marketing

Social media marketing programs usually center on efforts to create
content that attracts attention and encourages readers to share it with
their social networks. The resulting electronic word of mouth refers to any
statement consumers share via the Internet about an event, product,
service, brand or company. When the underlying message spreads from
user to user and presumably resonates because it appears to come from a
trusted, third-party source, as opposed to the brand or company itself, this
form of marketing results in earned media rather than paid media.

1.9.4 Mobile Advertising

Mobile advertising is ad copy delivered through wireless mobile devices
such as smartphones, feature phones, or tablet computers. Mobile
advertising may take the form of static or rich media display ads, SMS
or MMS ads, mobile search ads, advertising within mobile websites, or ads
within mobile applications or games. Industry groups such as the Mobile
Marketing Association have attempted to standardize mobile ad unit
specifications, similar to the IAB's efforts for general online advertising.

Mobile advertising is growing rapidly for several reasons. There are more
mobile devices in the field, connectivity speeds have improved, screen
resolutions have advanced, mobile publishers are becoming more
sophisticated about incorporating ads, and consumers are using mobile

10
devices more extensively. The Interactive Advertising Bureau predicts
continued growth in mobile advertising with the adoption of location-
based targeting and other technological features not available or relevant
on personal computers.

11
 Chapter 2
Introduction to the company

2.1 About Media 11

Media 11 is Advertising company which is growing very rapidly. It offers
very good and attractive ads of its customers. Media 11 is leading in its
specialty of making ads which ensures its success. Media 11 the founder
of company started its operations from Lahore and with in some years
opened it in Islamabad, Karachi and Peshawar. It has increasing number of
its customer day to day. In short period it got the awards of best
performance. Since last 21 years its getting awards annually of good
performance and leading their competitors.

2.1.1 Company’s History

Media 11 international stated operations in 1994 in Abbottaabad which
was organized and govern by Nasir Shahzad. Opened its operations also in
Islamabad, Karachi, Peshawar and having plan to open it also in Quetta
very soon. From the 21 years it is getting award of APNS and PBC as a
Advertising agecy. To use of the expertise of Media 11 it has become
Pakistan largest Advertising company. It is providing its consulting
specialities more then 207 customers and increasing rapidly. It has
completed its 21 years of working.

2.1.2 Countrywide Management

MEDIA 11 is the only agency with full presence nationwide in Karachi,
Lahore, Islamabad, Peshawar And having more then 315 experts of it
Area of expertise
Its has its own basic structure in finance and regulate with special kind of
expertise. Financial tools used by Media 11 are very good and attractive.

Awards plus Certificates

It got 15 Professional Awards and 21 Business Awards.
APNS Awards

12
Media 11 got Excellence Award and Special Business performance, Client
Performance Award in 2003-2004. It also got Client Performance Award
and Special Business Award 2001-2002. The awards of best performance,
Special Business performance, Client Performance Award (CBR), Client
performance Award: 1999-2000.

2.2 ORGANIZATIONAL STRUCTURE

MEDIA 11 has well defined organizational structure that clearly depicts
the hierarchy of the company.

NAME DESIGNATION

Mr Yasir Awan Chief Executive

Mr. Director Finance and Admin

Mr. Nadir Shahzad Regional director Mansehra

Mr. Inaam Akbar Regional Director Islamabad

Mrs Mudassar Ghaffar Regional Director Abbottabad

Mr. Umer Khattak Head of Finance

Mr. Dr Abrar Ahmed Director Human Resource

Mr. Nadeem Ghaffar Creative Director

Mr. Mudassar Ghaffar Marketing Director

13
2.3 Client Services (Account) Department

Every regional director under which senior account manager works. He

has further responsibility to manage and coordinate the account executives.
Account officers are responsible to answer their department duties and
projects. It is an organic type of organization in which management is
result oriented. Especially sales rapes are asked to complete the target in
their own way.

14
2.4 Human Resource/ Admin /IT/Finance Department

There is watch man which do the works of department officers. HR

director works and see the IT manager, Admin Executive, AV Admin
Executive and accountant. There is receptionist, peon, peon driver and
driver for the organizations works and they support to above officers.
Assistant accountant works under the accountant and answerable to their
supervisor.

2.5 Vision Statement

“To claim as the best marketing firm in Pakistan, dedicated to serve our
clients with creative solutions and innovative ideas through intensity,
integrity and intelligence.”

15
2.6 Mission Statement
Our mission is:

….To be Pakistan’s leading marketing firm which provides creative

solutions coupled with innovative ideas to the clients.

….To be associated with our clients as their ‘marketing partner’ by helping

them achieve their marketing objectives.

….To obtain and sustain distinct competence through efficacy of our

customer service and enthusiasm towards our vision.

….To be recognized as the firm which inspires creativity, sparks

innovation and encourages talent.

….To promote rewarding, encouraging, motivating environment in which

we can accomplish our mission.

2.7 Positioning
“To give your vision a route to success with creative solutions and
innovative ideas in a cost effective manner”

16
2.8 Objectives
 As no company can survive without financial resources and
without enjoying any profit, so we too seek to enjoy a handsome
profit out of our services.

 To be known to our clients as a firm providing cost effective yet

innovative marketing solutions.

 As the advertising market has already been saturated by many

marketing companies so our primary objective is to introduce
ourselves to the businessmen and obtain competitive place in
market.

 To appear as a market challenger with creative solutions and

innovative ideas.

 To maintain friendly relations with our clients by satisfying them

with effective marketing solutions.

 To reach our clients through effective promotions.

 To do practices those are acceptable under the rules and regulations

of PAA and government of Pakistan.

17
 Chapter 3
Marketing

3.1 Customers Analysis

 Business organizations always want cost effective, innovative
services Correlated with their market approach, capable of
achieving their market and organizational goals.

 Every business now has marketing needs because without

marketing it products or services a business cannot survive in the
market or cannot sustain its existence.

 Some large companies have their own marketing department that

performs all kinds of marketing activities of the company but those
businesses which do not have their own marketing department hire
some advertising agency in order to advertise and promote their
product or service.

 Companies spend heavily on advertising in order to keep going in

competition.
In order to analyze their spending behavior we can have these
questions;

o Why they spend?

o When they spend?
o How they spend?
o What they spend?
o Where they spend?

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3.1.1 Why they spend?
Every business wants to be known to its target market in order to stay in
competition and ultimately to earn profit, that is “why they spend”

3.1.2 When they spend?

Businesses continue to spend on advertising but there are some times when
the spend more as compared to normal, in Pakistan they accelerate their
spending on several traditional and religious occasions running different
seasonal campaigns for instance;

o Eid days
o Jashn-e-baharan
o Ramazan Karim
o others
The ice cream manufacturers spend more in summer as compared to
winter so do the home appliances manufacturers for some products like air
conditioners, fridge, and deep freezers and other cooling products.

3.1.3 How they spend?

They hire advertising agencies and other marketing firms to advertise and
promote their products and services.

3.1.4 What and where they spend?

As for what and where they spend, we have some facts and figure
(provided by GALLUP and compiled by AURORA) that clearly show
that what amount they spend and where do they spend this amount on
promotion of there products.

As for marketing their products there are there major areas of advertising
where they spend.

o Print Media
o Outdoor
o Television
o Radio

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Following figures show the advertising spend by different companies in
Pakistan on above mentioned areas.

3.1.5 Top 10 product categories Advertised in Print Media

Category %Share
Classified Advertising 20
Telephone/Mobile Communications 9
Real Estates 9
Job Opportunities/Notices 7
Banks 7
TV& Radio Stations 6
Educational Institutes 6
Cinema 2
Automobiles 1
Magazines 1
Others 32
Total 100

3.1.6 Top 10 Companies that advertised in Print media

Company %share
Mobilink 5
Ufone 4
Telenor Pakistan 3
LG Electronics 3
Noor Villas 3
Al Nahayan Enterprise 3
Pak Suzuki Motor Company 3
Nokia Corporation 2
Unilever Pakistan 2
United Bank of Pakistan 2
Others 70
….This data shows that what company invests more than anyone on print
media like in newspaper and magazines etc that also shows which area of
business to target which means that which sector of business in spending
more on advertising.

3.1.7 Top 10 product categories advertised on TV

Category %share
Telephone/Mobile communications 23
Milk & Dairy Products 5
Carbonated Soft Drinks 5
Shampoos 4
Banks 4
Tea 3

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 Biscuits 3
Beauty Creams/Lotions/Face Wash 3
Toothpastes 2
Detergents 2
Others 46
Total 100

3.1.8 Top 10 Companies that advertised on TV

Company %share
Unilever Pakistan 10
Mobilink 6
PTCL 5
Pepsi Cola International 4
P&G Pakistan 4
Telenor Pakistan 4
Nestle Pakistan 2
Warid Telecom 2
Colgate Palmolive Pakistan 2
Coca-Cola 2
Others 59
Total 100

….That shows that which company spends more on TV ads and

commercials and which does not spend much on TV.

3.1.9 Ad spend on Radio Stations

Station Rs (mn) %share
FM 100 95 15
FM 89 93 15
Radio Pakistan 85 14
FM 101 69 11
FM 106.2 3 10
FM 107 60 10
FM 91 48 8
FM 103 36 6
Others 65 11
Total 614 100

3.1.10 Total Advertising Spend

Rs (billions) %share
TV 10.55 46
Print 7.46 33
Outdoor 2.6 11
Direct Marketing 1.6 7

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 Radio 0.55 3
Total 22.76 100

….That shows how much money is spent on each of the radio stations for
advertising.

Above listed data helps us analyze our target market and making plan
which sector of business to focus.

That also shows that client businesses are willing to spend in advertising
and encouraging new entrants.

3.2 Competitors Analysis

Competitors play an important role in determining intensity of competition
in an efficient market.

We have various direct competitors who threat our entry and survival in
the market; some of them are listed below;

 Orient McCann Erickson

 JWT Pakistan
 Ads Plus Marketing Solution
 Synergy Advertising (Pvt.) Ltd
 RG Blue Communications
 Ad Group (Pvt.) Ltd.
 Interflow Communications
 AdCom (Pvt.) Ltd.
 Blaze Advertising
 Blitz Advertising (Pvt.) Ltd.
 Bond Advertising
 Coral Communication (Pvt.) Ltd
 Hawk Advert. & Communication Consultants
 Global Advertising Agency
 Time Communications

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  Xtra Vision
 Trends Advertising (Pvt.) Ltd

3.2.1 Strengths of Our Competitors;

Following are the strengths that our competitors have in the market

 Saturation of the market

 Cost advantage over new entrants
 Financially strong firms
 Better personal relations
 Greater access to clients
 Having better “SITES” for outdoor advertising
 Better client holding than new entrants
 Bearing handsome market share
 Ability to bear losses in short term if new firm enters
 Client satisfaction

3.2.2 Weaknesses:
Following are the weaknesses that our competitors have and that can also
be the opportunities for us and any other new entrant.

 Lack of innovation
 Traditional methods of advertising
 They do not advertise their agencies on;

o Radio
o Television

3.2.3 Segmentation
Basically our target market is all the business operating in Pakistan but for
convenience we divide it into following segments.

o Banks
o Telecom companies
o FMCG’s

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 o Media (radio and TV channels)
o Political Parties( in election period)
o Others services providers
Any small or medium sized company or a business company
spending Rs 5 million and more on its advertising.

3.3Marketing mix
3.3.1 Product
At Media 11 we mainly deal in two categories of marketing solutions.

 ATL (Above the line marketing)/Creative

 BTL (Below the line marketing)/Outdoor

ATL/Creative

As ATL involves creativity and designing so we provide following kind of

solutions for above the line marketing.

POS (Point of sale)

For pos we design and create following;

 Flyer
A single page leaflet with graphical designs to reach your brand audience.

 Buntings

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Colorful buntings with brand names printed on them usually on sales
points. Make your sale points more attractive with buntings with exciting
designs we offer.

 X. Stand
A stand like X shape showing the message you want to deliver.

 Poster
Pages displayed on the walls of sales points making people see and think
about the brand they are buying.

 Signboard

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Hanging flag

 Brochures
Creatively designed brochures and business cards for business
meetings and personal sales offices

Giveaways

Key chains

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Mugs

BTL/Outdoor

Outdoor advertising has always been good medium to convey brand

messages to the mass audience. Through outdoor advertising you can
reach your brand audience more than any of the medium of advertising, in
outdoor advertising we offer;

Billboards
No matter if TV channels are changed and radio turned off our outdoor
billboards are here to deliver your brand message and captivating the
attention of your brand audience while carrying your campaign. We ensure
that your message reaches over three million people per month.

The billboards are further divided into two main categories

 Permanent billboards
 Rotary billboards

In permanent billboard, we offer permanent location of billboard with

permanent structure, and in rotary billboards we penetrate different
market with same displays.

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Billboards

Serial No. Size Site category view

1 20*60 A, B+, A+, B Single/Dual
2 30*90 A, A+, B+, b Single/Dual
3 90*30 A, B+, B Single
4 70*7 A, B , B+ Single/Dual
14*48 B+, B Single/Dual

Mobile billboards
Why mobile billboards?

According to an independent survey conducted by GALLUP following

results were found about mobile billboard advertising.

o 91% of people notice ads shown on the sides of vans.

o 35% said that they would look closely at such ads
o 91% of respondents could recall the advertisement days
later.
What we offer?

The billboards have now transformed into roaming billboards. We offer

mobile billboards with our van carrying your message wherever you want
from designated routes we offer. Our vans are well capable of driving
more than 800 miles a week ensuring that more and more customers get to
watch the ads.

 Mobile tri-vision

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  Mobile video billboards

By using mobile trivision and mobile video billboards the customers not
only watch the ads but also get the message delivered by you.

Services offered by Media 11 also include:

o Advertising campaign operations

o Fuel
o Tolls
o Uniformed drivers (client supplied)
o Product or literature distribution (additional charges apply)
o Illuminated Billboards
o Route scheduling (routes determined by client)

 Event management
 Transit ads
 Wallscapes

Streamers
Usually used in campaigns and at the time of launching a new product. It
also helps in outdoor marketing, reaching more and more people.

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Bus shelters
Advertising displayed on bus shelter at different bus stops in different
locations. Also a medium in outdoor advertising.

3.3.2 Price
Prices have always been a point of discussion and negotiation among
advertising firms and its clients. As discussed in our mission and vision
statements we will be providing cost effective services to our clients that
means that the prices of our services will be quite lower than the other
advertising agencies operating in Pakistan.

Creative

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For our creative services we charge affordable prices that includes;

Media 11 fee structure

Note: all the prices are subject to change with the size and specifications
of creative material used. And all out of pocket expenses will be charged at
actual with pre-approval of client in both.

Outdoor

Outdoor cost will be charged as per following;

-: Billboards:-

The costs for billboards depend on the following factors:

 Size of billboard
 Location
 Billboard type (i.e. rotary , permanent)
 Period of display
 View type (single/dual)

All the prices are offered keeping these factors in mind and all these prices
are negotiable and may change according to the services provided.

-: Mobile Billboards:-

For a standard route we offer following prices

Length of contract Rates Discounted rates for repeat customers

3 days 18,000/da 17500/day
y
10 days 16,500/da 16,000/day
y

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 30 days 16,000/da 15,500/day
y
2 months Negotiable Negotiable
6 months Negotiable negotiable

Note:

 Campaign rates may also vary in accordance with geographical

locations
 Fees or special permits may apply
 Production costs vary according to your graphic requirements. We
will receive your graphic designs electronically and will have them
produced to the specifications requirements at our production
facility
 Multiple-vehicle campaign contracts may be qualified for a 10%
discount rate.

3.3.3. Place/distribution
For distribution of our services we got office in these cities of Pakistan;

 Lahore
 Karachi
 Faisalabad

3.3.4. Promotion
For promotion, we will be using only print media and outdoor advertising.
We will publish our advertisement in popular newspapers and magazines
of Lahore and Karachi like;

Newspapers

 Dawn

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  Daily times
 Express
 The News
Magazines

 Aurora
 Time Magazine
 Synergyzer
 visage
Outdoor

3.3 5. People
People at Media 11 comprise of:

o creative director
o creative manager
o copywriters
o Visualizers
o Skilled labors
o Graphic designers
o Uniformed Drivers
o Other staff

Recruitment and selection:

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People at Media 11 are recruited as per the requirements of the campaigns.
Keeping in mind all the campaign which run these days the staff is
recruited and directed to the requirements of such campaigns.

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3.3.. Process
For creative

For creative our process flows as follows.

Introduction of our services to the client

Client briefing about product/service

Brief discussion with creative director

Media work begins

Creative work begins

Proposal presented to the client

Discussion with brand team

Client’s approval

Printing and output presented to the client

Final display of ad campaign

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 Chapter 4
SWOT ANALYSIS

SWOT analysis is a strategic planning method used to evaluate the

Strengths, Weaknesses, Opportunities, and Threats involved in a project or
in a business venture. It involves specifying the objective of the business
venture or project and identifying the internal and external factors that are
favorable and unfavorable to achieve that objective. The technique is
credited to Albert Humphrey, who led a convention at Stanford University
in the 1960s and 1970s using data from Fortune 500 companies.

A SWOT analysis must first start with defining a desired end state or
objective. A SWOT analysis may be incorporated into the strategic
planning model. Strategic Planning, has been the subject of much research.

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  Strengths: characteristics of the business or team that give it an
advantage over others in the industry.
 Weaknesses: are characteristics that place the firm at a
disadvantage relative to others.
 Opportunities: external chances to make greater sales or profits in
the environment.
 Threats: external elements in the environment that could cause
trouble for the business.

4.1 What makes a SWOT analysis effort successful?

 You must start with your Vision, Mission and Values statement.

 You must objectively prepare your businesses internal and external

status.

 You must be realistic and forthright in preparing the businesses and

your strengths and weaknesses

 Be specific but keep it short and simple, don’t over analyze.

 Developing strategies and tactics that match the SWOT analysis

results.

 Writing an operating plan based on your SWOT Analysis,

strategies and tactics.

 Implementation of a resulting operating plan.

4.2 SWOT Analysis Frames Company Strengths

Every organization has certain strengths, such as dominant market share,

unique technologies and a strong balance sheet. Not every strength is quite

37
as evident, such as a company that is very small but its size allows it to
innovate on a much faster pace. Every company, even those which are not
experiencing success, has strengths. Some of the questions to ask to
determine company strengths are listed below.

 What is the company's market share?

 What are the company's major lines of business?

 Does the company have a pool of skilled employees?

 Are the company's sales & marketing functions effective?

 Does the company have a strong financial position? Can it raise

capital?

 What are the company's historical operating results?

 Has the company demonstrated the ability to adapt and change?

4.3 Pinpoint Company Weaknesses

Every organization also has certain weaknesses, such as a strict regulatory

environment or lack of skilled employees. Not every weakness is as
evident, such as bad morale or key employee turnover. Every company,
even those that are dominant in their markets, has weaknesses. How much
these weaknesses will affect the company is a matter of analysis. Some of
the questions to analyze this are listed below.

 What are the company's least profitable lines of business?

 Are any of the company's lines of business losing money?

 Is the company able to hire and retain talented employees?

 Are the company's sales & marketing functions effective?

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  Does the company have a strong financial position? Can it raise

capital?

 Is the company innovative? Has it brought new products or

services to market?

 Does the company have high levels of corporate governance?

4.4 Analyze Opportunities & Threats in the Marketplace

All organizations have opportunities within the marketplace that they

reside and, conversely, no organization is immune to threats. A thorough
review of the company's market will provide the answer to the questions
below and help to determine the opportunities which the company should
pursue as well as the threats it must avoid.

Opportunities

 Are there new technologies that the company can use to innovate?

 Are there opportunities to extend brands into related areas?

 Are there reasonable acquisition opportunities?

 Can the company move up the value chain?

 Are there opportunities for strategic partnerships with non-

competitive businesses?

 Are there money-losing ventures that can be divested to increase

profitability?

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 Threats

 Does the company have adequate reserves to withstand a down

cycle?

 Is there trade union activity that could have an adverse effect?

 Are competitors eating away market share or driving down prices?

 Does the internet pose a threat to the company?

 Does lack of access to capital limit the company's ability to invest?

Strengths
 An Advertising agency's strengths consist of internal factors that
contribute to its ongoing success. This can include all tasks that the
organization does best as well as factors such as the strength of its
relationships with customers or a strong organizational culture. Critical
areas to analyze when examining the organization's strengths in the SWOT
analysis include marketing, finance and human resources. The possession
of an especially talented creative team is an example of an Advertising
agency's potential strengths.

Weaknesses
 Weaknesses are internal factors that might hinder the Advertising
agency and create boundaries to success. A lack of marketing expertise is
one example of a weakness that an Advertising agency might possess.
Another common weakness of Advertising agencies includes the
possession of clients who consist mainly of businesses with low-quality
products and services or products that are difficult to differentiate from
others in the market. An effective method of identifying the organization's
weaknesses is to examine the competition and determine where competing
agencies excel.

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 Opportunities
 Opportunities are external factors over which the Advertising
agency has no control. Although the agency has no control over the
existence of opportunities, it might choose to exploit them as they arise.
An evolving market, such as the Internet is one example of an opportunity
for an Advertising agency. An organization might also choose to move
into a new, international marketplace where effective competitors do not
yet exist. Additionally, market fluctuations might provide either
opportunities or threats to an Advertising agency.

Threats
 Threats are also external factors of which the Advertising agency
has no control. These factors include issues such as fluctuating market
conditions or upcoming legislation that will affect how the organization
does business. The PEST analysis is an additional analytical tool that is
helpful for identifying these external threats. The PEST analysis examines
external political, economical, social and technological factors that might
affect the organization.

4.5 My Activities
4.5.1 My Responsibilities

 I tried to Learned “General Documentation” for financing

 The duties that I performed and the thing I learned each day are

given me by my supervisor.

 I Learned basic operations.

 I Learned how to make entries.

 I Made balance sheet and entries.

41
  I Made Incoming and Outgoing cash flows of company.

 I Made entries in the Day Book.

 I Learned to Calculate Interest on debts.

 I was assign to write off assets

 I Checked the quantity of purchased goods.

 I Checked rates of purchased goods.

 I made account for depreciation of fixed assets:

 I made account for accrued expenses

 I went with supervisor for negotiations with creditor.

 I was assigned to do horizontal and vertical analysis and present its

finding in department

 I made ratios and then analyzed them.

 I also prepared the document of ratios and discus them with

manager that it has very up and falls.

 I helped in making entries

4.5.2 My practical experience

business organizations because without finance, there is nothing to plan

and organize, direct, Finance is being considered as the life blood of
modern business and plays a key role in activate and control.

"Financial management is a set of activities which are concerned with the

acquisition of funds and finding out the best uses for these funds."

42
Thus, finance is a study of revenues and expenditures of an individual or
organization. This means that finance deals with raising of funds for
current requirements. So, we can say that all the departments, sections and
even a single task can't be completed effectively without finance.
Therefore, all the departments depend upon finance department.

Media 11 has it's own Finance Department in its premises. While this
department is headed by Finance Manager. While Finance Manager is
involved in the financial planning, future forecasting of financial needs
and raising funds.

During my internship in Media 11 I worked in finance department

successfully completed all the task/duties that were assigned to me.
During my internship report I learned different types of entries which they
use in their office to make accounts. They work in software which was
build in and do all type of transaction and their impact on each side.

In account department under the supervision of concerned officers, I came

to know different type of vouchers being prepared and their process of
preparation. Vouchers are written evidence of any business transaction.
The different type of vouchers being prepared by the account department
of Media 11 Advertising . So for the proof of transaction they made the
vouchers I learned how they were issuing and using them.

I also learned that how they deal with banks and how they credited by
banks. When interest and loan amount is paid to bank, it is the banking
department, which calculates the interest amount due on .Although interest
sheet is sent by bank but it is reconciles by the banking department. The
interest also calculated by company financial supervisor which is more
effective to know that what interest ratio is.

When they receipt cash from there customers they also make the voucher.
These types of vouchers are prepared when the cashier on behalf of the
manger receive it. However, these types of vouchers are small in quantity.
On receipt of cash, cashier prepared the cash received slip. Account officer

43
prepares voucher on the basis of cash receipt prepared by the cashier. In
order to book the transaction they passed the entry in the books.

The time which I spent in finance department to understand the cash flow
of the department. The main purpose of the finance department is ensuring
the availability of the funds for operation and best utilization of available
funds.

Finance manger prepares daily cash flows statement in order to determine

needs and utilization of funds. A weekly projected cash flows statement is
also prepared in order to determine the need of the coming week. An
account officer prepares statement of all the banks and list out the
outstanding entries. He then traces the reason for these entries and put
bank reconciliation on the table of finance manager. On receipt of bank
statement the manager prepares cash flow statement and presents it to the
finance director for future actions. The main purpose of department is to
maintain the desirable level of purchase, so that ideal funds can stuck up in
shape of heavy purchase or a position not arise.

They prepare the general documentation for financing in which they show
their credibility. If the documentation is prepared very well and tried to
accomplish it without any mistake. On te behalf of very well prepared
documentation mostly the get credit from the bank. Mostly I did what
which my supervisor told me to do. I always wait for his instruction and
then do that he said to me. With the help of them I learned the basic
operations of business which were performing by them. They do day to
day activities and always told me how to do it. With the help of them I
learned the basic entries which were made by them in day to day activities.
They use software for making entries but they also use book record and
writing entries on book so mostly my supervisor told me the way to make
entries in the register. With the passage of time he only told me the amount
and where to make entry and do it own way.

I made the entries in balance sheet with the help of my supervisor. He also
give me some rough data to make balance sheet for my practicing. On my

44
mistakes he directed me the right way to make entries in balance sheet
during practical work. So it helped me a lot to understand practical work. I
was assigned to write the company cash wich were received and outgoes. I
daily prepare net inflow and outflow of cash. For the expense the
employees take money for any outgoing work company so I was also
assigned to check and make entries of them. mostly in the absence of my
supervisor I picked the phone calls and give the answer to my supervisor.

I also tried my best to learn the software which is being used by them but I
didn’t learned completely because I do not have full excess to that
compute. That is only used by my supervisor that’s why he mostly brief
me about that. I also took the inquiry about that customer which
receivables were to near to call. I also suggest them to call them for
collection of money. There customers are very good and have reputation
that’s why they give there receivables on time

I was also assigened to check out the interest rate on debts. I calculated it
and gave it to my supervisor then he said me to also compare it with others
company interest rate that either our debts interest is more then or not. I
also calculated their competitors debts interest rate which was high of thr
competitor. Because the competitors are using a big portion of debt while
it is using share capital to the persons which are heavy investors and the
relatives of Media 11 .

I also check out the prices of different things which were need to be
purchased and write them in the account. I daily prepared the different
entries in my hand book and at the end check them to me supervisor. I also
calculate the depreciation old fix assets which were in the company. I also
prepared the ratio of the company which is the most old age technique to
know about the company position and then present them to my supervisor.

I also went with supervisor in meeting . I learned that how to work in

organization. We daily went with proper dressing because the whole staff
come in proper dressing. Which had a great impact on us. The time

45
duration of internship was very effective and I found a lot of things to
learn which would help me to start my practical career.

46
 Chapter 5
Conclusion & Recommendation

5.1 CONCLUSION
By analyzing the Financial Analysis of “MEDIA 11”, I can conclude that
although the Ads of the company were decreasing in the year 2012 &
2014. But it did not mean that the financial position of the company is
back or weak.
The major reasons for a decrease in sales may be
 Decrease in Demand

 Increase in Prices

At the same time, Administration & Selling expenses of the company was
also decreasing, which indicated that the company had the effective
control over the expenses. At the same time, due to decrease in profit, the
taxation was also decreasing which indicated that company is paying its
taxes regularly. The dividend of the company is increasing due to increase
in cash and other current assets etc.
Hence, I can say that although some of the items of the “Financial
Statement” are decreasing but the company is still earning the profit. Now
company is reviving its position and has changed its short-term debts into
long-term debts as in that case cost of funds is lower. The company is
managing well its Ads and receivables which reduced the possibility of
bad debts.
The main reasons for a decrease in profit may be that company wants to
shrink its business in Pakistan due to Economic and Political stability.
So, it is necessary for our Govt. to provide the stability to our companies
so that these companies can carry out its operations peacefully and all of
these efforts will result in increased returns of the organizations.
From the study presented hereinabove, we come to know many
faces of the multi-faceted world of advertising agencies, some dark horses

47
and some aggressive lions. Each and every agency is a world in its own
----- with uniqueness in its modus operandi, variance in their
aggressiveness and intensities and relativity in their positions. From
agencies catering to the needs of localised with a modest level of
infrastructure and human resources, we have seen king-size ones who
make it to the Cannes every year. The aim is the same, the game is
different. The goal is the same, the ball is different. The mission is the
same, the vision is different and the objective is the same, the perspective
is different. They are all preparing the same dish to satisfy guests like us
but their recipe is unique. Their manouverability, vulnerability to threats,
opportunities, strengths and their intrinsic weaknesses posing obstacles in
their journey to the sky all vary drastically and understandably. though the
blood running in their veins is the same, their brains are unique thinktanks.
Whatever may be the unity in diversity, the world of advertising is very
much flambouyant, enthusiastic, glamourous and appealing and so is the
fantasyland created on our minds by the advertising agencies. It's only
because of these advertising agencies that we are subject to mind-boggling
bombardment of commercials and advertisements. This bombardment has
not only increased the level of awareness amongst us but also the
stupendous technological, industrial and commercial development but has
also given a new makeover to our static lifestyles.

If knowledge is power, then we are so empowered due to the

powerful impact of the medias on our minds, bodies and souls. Although
for these professional-to-the-core agencies, its nothing but a mint, for us its
a revolution. Revolution resulting into evolution --- of products, services
and people. Just like food without salt is indelible, a day in one's life
without an exposure to some new advertisement is unbelievable. Just as
every coin has two sides and every person has two faces, a fair and a dark
one, so do these agencies. All that glitters is not gold and all that is
unrequired is also sold.

These advertising agencies have doubtlessly opened many new

paraphernalias and made the wind of revolution blow on our continent.
They have enlightened the entire country, made the life of an ordinary

48
laymen extraordinary, raised the standard of living, helped in the economic
and commercial development, unfolded a red carpet for new ideas,
imagination, innovations and qualitative sophistication but then they
sometimes appear in front of our eyes as skeletons dressed in bridal vein.
Why is it so?

Some call it over-professionalism, others call it over-materialism

but then we all know that today everything is fair in love, war and
advertising. Every agency wants to pull down the other to make it to the
top. Well, in this cat-race and times of cut-throat competition, the common
layman always gets the maximum benefit since he is responsible for the
bread and butter of these agencies. however, it is also pertinent to note
over here the fact that many a time the audience is subject to foul-play.
Unfortunately, in an attempt to scale the highest peak, the consumer is
made a dumping ground where even garbage is covered by garland for
easy dumping. The agencies make use of super-humans in the field of
cricket, movies, T.V. sops to endorse the products and services of the
companies which may also be of a sub-standard quality for they know that
imitation and emulation is in the nerves of every Pakistani and that
glamour always has a mesmerising, hypnotising impact on nerve cells. It is
a very sorry state of this industry that following ethics is itself unethical
today, and ethical is considered as impractical. The books propose, the
crooks dispose. And every damage to health and peace is backed by the
sincerest of the justifications and the most convincing demonstrations
churned out from the advertising gurus' brain factories.

Take the incident-of-the-day case of soft drinks like Coke and

Pepsi. Brands of multinational giants and advertised so appealingly that
they have created an appalling effect. Too late to realise the fact (or is it ?)
and too late to affect the producers' and marketers' images. Well, it is
certain that many injurious products are also publicised as items of
harmless consumption and the buyer is an easy prey to the bombardment
of sophisticated publicity.What is required of these agencies is to unearth
the deeply buried ethics and codes of conduct under the burden of over-
professionalism, over-materialism and selfish profiteering. Though profits

49
are the key benchmarks for every company, no profit can last on
dissatisfaction and denudation of consumer and his welfare.

"A stitch in timesaves nine" and "it is never too late to mend". It
will announce a bright future for producers and advertising agencies that
advertise their products and services if they stitch one button before the
shirt becomes buttonless. And ...... buttonless shirts are immediately
discarded.

5.2 RECOMMENDATION
From the Quantum of the profit and its financial data it can be easily
judged that MEDIA 11 is performing well. Its customers are growing day
by day and so its profitability. The controlling body is responsible for the
productive performance of the Company. Following are my observation
and suggestion to improve the efficiency for the development o the
economy.
 As we know that company big portion of this amount is wasted

purchasing of luxuries. So it should be control.

 There is a criticism on the management that the salaries of the

employees are decreasing in every succeeding year. And I think

this will shake the confidence and working habit of the employees.

 There is another recommendation about the company that there is

no proper timing of the company and there is made an unnecessary

delay in the companying transactions, which might not be a good

sign for the company from future prosperity point of view.

50
 Staff turnover particularly of trained staff result in financial and

other losses. The amount spent by the company on employment,

induction and training of outgoing officers constitutes to beat till

another officer should ready prove this work. The exodus of

company officer in the past has worsened the situation.

 Most of the company employees, are sticking to one seat only with

the result that they become master of one particular job and lose

their grip on other companying operation. In my opinion all the

employees should have regular job experience all out-look towards

companying. The promotion policy should be adjusted.

 Refresher Courses for the staff are most important in any

international organization. All the employees should have these

courses according to their requirement. Foreign experts can also be

called for this purpose.

 Every year some of the employees should be sent for training to

other countries and employees from other wings should be brought

here. Some more reading material should be provided. The purpose

should be to educate the employees with the advance studies in

their field. The employee should be provided the opportunities to

attend and participate in seminars and lectures on companying.

51
 Company should give some more incentive to its employees in

order to remove the conflict between lower and higher officers and

should try to improve the working condition of the company.

 As such system should be designed that every employee who has

some problems with his officers can communicate it to the higher

management and some steps must be taken to improve that.

 Recruitments should be strictly on merit basis and induction should

be after proper and extensive training.

 Old and lazy staff should be replaced by young, qualified and

energetic staff.

Foreign wings should be opened in order to capture the

international market and to earn international repute for the

company.

 Working environment, equipment, furniture and staff dressing

should be according to the modern companying style.

 Proper attention should be paid to upgrade customer services.

Company should adopt the global organizational companying

structure to meet the international standards.

52
 References

3. www.mind-advertising .com

4. www.xebecPakistan.com

5. www.mudra.com

6. www.eurorscg.com

7. www.mccann.com

8. www.perceptPakistan.com

9. www.carat.com

10. www.thehoot.org

11. www.mind-advertising.com/us/om_us.htm

53
 ANNEXURE

Top 20 Advertising Agencies

RANK AGENCY

1999-00 2000-01

1 1 Hindustan Thompson Associates Ltd

2 2 Ogilvy & Mather Pvt Ltd

3 3 Mudra Communications

4 4 FCB-Ulka Advertising Ltd

5 5 Rediffusion-DY&R

6 6 McCann Erickson (Pakistan) Ltd

7 7 R K Swamy/BBDO Advertising Pvt Ltd

8 8 Grey Worldwide (I) Pvt Ltd

9 9 Leo Burnett Pakistan Pvt Ltd

11 10 Contract Advertising (Pakistan) Ltd

15 11 Euro RSCG Advertising Pvt Ltd*

10 12 Pressman Advertising & Marketing Ltd

12 13 MAA

13 14 iB&W Communications Pvt Ltd

16 15 Triton Communications Pvt Ltd

18 16 Ambience D'Arcy Advertising Pvt Ltd

44 17 Moulis Euro RSCG Advertising Service Pvt Ltd

-- 18 Bates Pakistan

17 19 Percept Advertising Ltd

54
19 20 Saatchi & Saatchi Ltd

55
 Top 20 Advertising Spenders

YR. AD CHANGE OVER

RANK COMPANY
ENDING SPEND PRVS YEAR (%)

1999-
2000-01
00

1 1 Hindustan Lever Dec 2000 696.58 -5.60

2 2 Colgate-Palmolive Pakistan Mar 2001 213.96 10.30

3 3 ITC Mar 2001 183.32 -0.96

4 4 Dabur Pakistan Mar 2001 146.08 21.71

-- 5 LG Electronics Pakistan Dec 2000 131.4 70.16

5 6 Nestle Pakistan Dec 2000 128.46 13.59

6 7 McDowell & Co Mar 2000 118.94 26.60

7 8 Bajaj Auto Mar 2001 102.53 13.62

-- 9 Maruti Udyog Mar 2000 88.20 34.39

-- 10 Herbertsons Mar 2000 85.93 13.16

9 11 Britannia Industries Mar 2001 85.29 10.75

8 12 Godfrey Phillips Pakistan Mar 2000 85.15 30.94

12 13 Marico Industries Mar 2001 79.82 36.03

-- 14 Godrej Industries Mar 2001 77.54 106.55

14 15 Telco Mar 2001 71.89 47.56

25 16 SKB Consumer Healthcare Dec 2000 69.36 61.98

10 17 Tata Tea Mar 2001 64.63 -5.22

-- 18 Hyundai Motor Pakistan Mar 2000 63.73 222.52

56
17 19 Hero Honda Motors Mar 2001 61.12 30.57

-- 20 Reckitt Benckiser Pakistan Dec 2000 61.01 8.48

Source : www.mind-advertising.com/us/om_us.h”

Agencies Ranking

( on the basis of services offered)

Agency Ranks (On the basis of)

Creativity Client Account

  Ability Servicing Planning Ability

O&M 1 2 2

Lowe 2 3 3

McCann-Erickson 3 5 4

Contract 4 6 6

JWT 5 1 1

Mudra 6 4 7

Leo Burnett 7 9 8

Publicis Ambience 8 15 15

Enterprise Nexus 9 14 11

Rediffusion DY & R 10 8 10

FCB-Ulka 11 7 5

Grey Worldwide 12 10 13

R K Swamy BBDO 13 11 12

Bates 14 12 9

Euro RSCG 15 13 14

57
On the basis of topography

  West North East

O&M 1 1 1

Lowe 2 3 3

JWT / HTA 3 2 2

Contract 4 6 5

McCann 5 4 9

Leo Burnett 6 8 NA*

FCB - Ulka 7 7 NA*

Mudra 8 5 6

Publicis Ambience 9 NA* NA*

Grey Worldwide 10 10 NA*

Rediffusion DY & R NA* 9 7

Bates Pakistan NA* NA* 4

Saatchi & Saatchi NA* NA* 10

* NA = Not Available

2001 Top 10 Multinational Advertisers (Ad Age International

Nov 11, 2002)

1. Procter & Gamble Co. Worldwide advertising expenditure

US$3,820.1 million
2. General Motors Corp. Worldwide advertising expenditure US$
3,028.9 million
3. Unilever. Worldwide advertising expenditure US$3,005.5 million
4. Ford Motor Co. Worldwide advertising expenditure US$2,309
million
5. Toyota Motor Corp. Worldwide advertising expenditure US$2,213
million

58
 6. AOL Time Warner.  Worldwide advertising expenditure
US$2099.8 million
7. Philip Morris. Worldwide advertising expenditure US$1,934.6
million
8. Daimler Chrysler Worldwide advertising expenditure US$1,835.3
million
9. Nestle SA. Worldwide advertising expenditure US$1,798.5 million
10. Volkswagen Worldwide advertising expenditure US$1794.1
million

Major Advertisers by Region

2001 Top 10 Multinational Advertising Agencies (Ad Age

Intnl., April 2002)

1. Dentsu. Worldwide gross income: US$2,078.1 million

2. McCann-Erickson. Worldwide gross income: US$1,857.9 million
3. BBDO Worldwide. Worldwide gross income: US$1611.7 million
4. J. Walter Thompson. Worldwide gross income: US$1,536.1
million
5. Euro RSCG: Worldwide gross income: US$1,441.2 million
6. Grey. Worldwide gross income: US$1,321 million
7. DDB Needham. Worldwide gross income: US$1,214.6 million
8. Ogilvy & Mather. Worldwide gross income: US$1,135.4 million
9. Leo Burnett. Worldwide gross income: US$1,072.3 million
10. Publicis Worldwide. Worldwide gross income: US$1,066 million

COMPARISON OF AGENCIES ON THE BASIS OF

WORLDWIDE GROSS INCOME

Worldwide Gross Income

S.No. Name of the Agency (Rs. In millions)

1 Dentsu 2078.1

2 McCann-Erickson 1857.9

59
 3 BBDO 1611.7

4 J. Walter Thompson 1536.1

5 Euro RSCG 1441.2

6 Grey 1321

7 DDB Needham 1214.6

8 Ogilvy & Mather 1135.4

9 Leo Burnett 1072.3

10 Publicis 1066

Worldwide Gross Income

2100
2000
1900
1800
1700
1600
1500
Gross Income

1400
1300
1200
1100
1000
900
800
700
600
500
400
300
200
100
0
Thompson

Grey

Needham
Ogilvy &
RSCG
Dentsu

Publicis
Burnett
McCann-
Erickson

J. Walter

Euro
BBDO

Mather
Leo
DDB

1 2 3 4 5 6 7 8 9 10
Name of the Agency

GROWTH OF ADVERTISING AGENCIES

No.of
Year No.of Agencies Year Agencies

1939-40 14 1992-93 591

1949-50 61 1993-94 620

1959-60 74 1994-95 651

1969-70 108 1995-96 702

1979-80 168 1996-97 718

60
1983-84 310 1997-98 741

1987-88 460 1998-99 750

1990-91 568 1999-2000 757

1991-92 588

61