Sadi Mohd. Saif PDF

Jagannath University
Internship Report On An Advertising Agency Works & Ensures

Client Satisfaction On Behalf Of Dotcreat Limited.
Submitted To:
Dr. Md. Humayun Kabir Chowdhury
Professor
Department of Marketing
Jagannath University, Dhaka.
Submitted By:
Sadi Mohd. Saif
Roll NO: M 18140204525
Batch: 14th (A)
Department Of Marketing.
MBA (Evening) Program
Date: August 16, 2020

LETTER OF TRANSMITTAL
August 16, 2020
Professor
Subject: Submission Of Internship Report On An Advertising Agency Works & Ensures Client
Satisfaction On Behalf Of Dotcreat Limited.
Dear Sir,
I am very pleased to submit this Internship Report to you. This Report is on “An Advertising
Agency Works & Ensures Client Satisfaction On Behalf Of Dotcreat Limited. ” as per your
instruction.
I have worked with the Production team of Dotcreat Limited for three months During these
three months I have learned a lot of things from the team, not only the academic requirements
but also to work hard.
Considering the limited time and knowledge I have gathered through work experience, I have
tried to prepare an informative report explaining very basic understanding of Production
Department of Dotcreat Limited. I will be grateful if you kindly approve this effort and give
me your valuable judgment upon this report.
Sincerely Yours,
Sadi Mohd. Saif
Roll NO: M 18140204525
Batch: 14th (A)
Department Of Marketing.
i
Acknowledgement
I would like to express my gratitude and indebtedness to my honorable faculty, Dr. Md. Humayun
Kabir Chowdhury, Professor, Department of Marketing, Jagannath University,
Dhaka. With his inexhaustible guidance, valuable advice, continuous inspiration
constructive criticism and generosity he helped me to carry out this report successfully.
I would also like to express my gratitude to Dotcreat Limited, Dept. of Production officials for
helping me to gather all the necessary information for the accomplishment of this report.
ii
Declaration
I am Sadi Mohd. Saif student of Master of Business Administration (MBA), 14th (A) batch Roll
No: M 18140204525, Department of Marketing from Jagannath University, Dhaka. Declare that
this Internship report on Dotcreat Limited. “ Advertising Agency Works & Ensures Client
Satisfaction ” is completely of my own work. References are provided, as it is free of plagiarism.
_________________
Sadi Mohd. Saif
Roll NO: M 18140204525
Batch : 14th (A)
Department Of Marketing
iii
To Whom It May Concern
This is to certify that the Internship Report on Dotcreat Limited “ Advertising Agency Works &
Ensures Client Satisfaction ” has submitted for the award of Master of Business Administration
(MBA) Department of Marketing from Jagannath University, Dhaka. Carried out by Sadi Mohd.
Saif 14 batch bearing Roll No. M 18140204525 under my supervision. This report is free from
plagiarism.
He is permitted to submit the Internship report.
_________________
Professor
iv
Executive Summery
Over the years, brand promotional strategies and advertising techniques have changed
radically; mostly to cope with the changes in how consumers view and perceive things
and to stand out in the clutter of today’s advertising efforts. Marketers are realizing the
importance of differentiating not only in terms of their product USPs, but also in how
they present and promote it to the consumers; it is actually the creative agencies that
truly believe in the continual change of the advertising era.
The Workflow in an agency is not as linear as one may initially expect. Projects starts in
one department then get handed off to the next and so forth. The process is much more
collaborative with multiple with multiple agency departments involved at key points
along the way. This may seem a bit chaotic at times, but the process encourages input
from diverse points of view, simulates healthy debate allows strong ideas to emerge
regardless of the source. This process actually leads to the best possible creative.
The most important step lies in deciding what an advertisement should say and to whom
it should say it. All it needs to do is decide who buys and uses the products and why. In
order to spend the media budget wisely, agency must know what they read or watch so
that they will see the ads. Advertising mostly focuses on the target customers. Agency
often struggles a lot to make the clients understand the creative communication they
made and why the target customers will like it & buy the products. An advertising
agency always try to move the brands to the higher level but sometimes the clients
couldn’t forecast the upcoming good change. So agency people have to make them
understand that it’s the agency who understands the brand better. Once they can do it,
they get the call & the brand blooms. But for this an agency has to prove itself.
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Table of content:
Serial No. Content Page no
Chapter 1 1.0 Introduction 2

Introduction 1.1 Origin of the Study 3
1.2 Purpose of the Study 3
1.3 Objectives of the Study 4
1.4 Methodology of Data Collection 4
1.5 Limitations of the Study 5
Chapter 2 2.0 Company Profile 7

The Organization 2.1 History of Dotcreat Limited. 7
2.2 Vision 8
2.3 Mission 8
2.4 Goal 8
2.5 Objectives 9
2.6 Corporate Commitment 9
2.7 Core Value 9
2.8 Key Client’s of Dotcreat Limited. 10
2.9 Products and Services 11
2.10 Organization Structure 12
2.11 Department Activities 13
2.12 Recent Notable Work 14
2.13 SWOT Analysis 16
2.14 Achievements of Dotcreat Limited. 16
Chapter 3 3.0 Working Area. 19

Job Responsibility 3.1 Production Department. 19
3.2 Functions of Production Department. 20
3.3 Major Activities Performed. 20
Chapter 4 4.0 Agency Brief. 22

Making of an Online 4.1 Creative Idea Generation 25
Video Commercial (OVC) 4.2 Selling the Creative Idea to Client 25
4.3 Meeting with the Production House 25
4.4 Shooting 28
4.5 Post Production 28
4.6 Feedback of Client 28
4.7 Delivery 28
4.8 Media Booking 29
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Chapter 5 5.0 Client Satisfaction 31
Satisfaction Establishment
Of Gazi Tyres
Chapter 6 6.0 Recommendations 34

Recommendations And 6.1 Conclusion 34
Conclusion
References 35
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Advertising Agency Works & Ensures Client Satisfaction.
CHAPTER # 01
INTRODUCTION
1
1.0 Introduction
The critical factor to the success of any business is client satisfaction. Client satisfaction is the
essential elements that create the loyal clients. Now, organizations are trying to achieve better
client satisfaction by focusing on the quality of the service organization products and the
service provided.
A service organization is increasingly being familiar as a service industry and, as a sector, is

engaging greater importance on meeting the expectations and needs of its participating clients
that is the clients.
For any service organization, it is essential to identify its existing and latent clients. By
identifying the potential clients, it is relaxed to provide better service. If failed to recognize
them correctly then they do not give quality service to the potential client. So, giving quality
service organization must have identified the right client.
Marketers and creative agencies are increasingly moving away from the generic advertising
methods which mostly included TV and Radio commercials, activations and in case of
Bangladesh, a whole lot of billboards. While marketers are realizing the importance of
differentiating not only in terms of their product USPs, but also in how they present and
promote it to the consumers, it is actually the creative agencies that truly believe in the
continual change of the advertising era. Advertising agencies know that they will continually
need to find and create innovative new approaches to respond to major industry shifts
underway. It is one of their crucial responsibilities to make their clients see clearly and
understand why only TVCs and billboards can no longer attract and retain consumer attraction
these days. The next 5 years will hold more change for the advertising industry than the
previous 50 did. Increasingly empowered consumers, more self-reliant advertisers and ever-
evolving technologies are redefining how advertising is sold, created, consumed and tracked.
In Dotcreat Limited. always try to fulfill their clients’ requirement. They always focus what
client want? Every client is not equal because each company has its business objective,
marketing objective. So, employees do their task based on clients’ objective so that we can
satisfy them.
2
1.1 Origin of the Study

The report titled, “Internship Report on an Advertising agency works & ensures client
satisfaction” has been equipped to satisfy the partial requirement of my Internship of MBA
Program, supervised by, Dr. Md. Humayun Kabir Chowdhury, Professor, Department of
Marketing, Jagannath University. I have been attached to the Production Department of
Dotcreat Limited. since February 02, 2020, till April 30, 2020, and I have prepared this report.
1.2 Purpose of the Study

MBA program may emphasize the development of communications, quantitative reasoning,
and business analysis skills. Through MBA courses, students can gain knowledge of business
practices and processes, understand the role of marketing in the world marketplace, and acquire
an awareness of global business issues. As a student of Master of Business Administration, we
have studied numerous books and attending many seminars and visited different organizations
including industry-related topics in our two years MBA program. It is required to gather
practical experience for making us compatible in these competitive sectors to prove us as the
best. The Internship provides for linking up theoretical knowledge into practical fields. In this
connection. I was assigned to Dotcreat Limited. for my actual orientation students are required
to prepare an internship report under the guidance of a supervisor on a selected topic to
highlight the experience and to conduct an in-depth analysis on the subject matter. I have tried
my level best to present my knowledge of the practical orientation in this report.
3
1.3 Objectives of the Study
Broad Objective-
To prepare and submit a report on the issue Internship Report On An Advertising agency
works & ensures client satisfaction
Specific Objectives-
● To present an overview of Dotcreat Limited.
● To observe the purposes of Report on an Advertising agency works & ensures client
satisfaction.
● Getting an idea of how Media agency works.
● To gain practical experience that will support me in my practical life.
● To know the strengths, weaknesses, opportunities, and threats of Dotcreat Limited.
● To understand entire Media agency procedures.
● To find out the problems of the Media agency and suggesting the way to solve the
problems.
1.4 Methodology of Data Collection

For completion of this study here primary and secondary sources of data are used.
○ Primary data sources: Inspection in different desks, talking with professionals in

casual manner and notes taken from day to day working are the main resources.
○ Secondary data sources: Internal documents and publications, different text

books, Newspaper, articles, journals and websites are the secondary data sources.
4
1.5 Limitations of the Study

During the three months internship periods, so many obstacles came in. Some of the limitations
in making the report are following-
Limited data resources: All types of information were not available for access, so it was not
possible to access and summarize correctly. Though I had assistance from other employees, it
was not enough for me due to their high work pressure. Some assumptions were made due to
limited information, so there may be some personal mistakes.
Lack of experiences: It was my first time reporting on a Media agency in practical

life. So, my limited experience was the main obstacle of this study.
Privacy of Information: Every Media agency has some confidentiality issues that are not
shared with everyone. So, this secrecy of information was also an obstacle faced in this study.
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CHAPTER # 02
THE ORGANIZATION
6
2.0 Company Profile

Dotcreat is a concern of GroupDot. Dotcreat is a multi-disciplinary Advertising &
Marketing agency, always thriving for being the upper hand at creative media.
Either it’s a star, a galaxy, or the entire universe, Da Vinci’s ahead of time inventions,
Vivaldi’s enigmatic compositions, or a child’s first attempt to draw something or write
any letter, this all can’t start without a very simple thing, a dot. The simplest thing in the
whole universe, yet the most powerful and essential instrument.
Dotcreat Limited. is a full service-based advertising agency with an emphasis on business-to-

business marketing communication. With a dynamic team of creative professionals, they
provide strategic direction to accomplish client’s most challenging communication objectives.
Dotcreat Limited. are in the business of creating results for clients. They take special pride in
the way they work and the energy that they put to any assignment. They have one overriding
focus on to produce quality work that helps their client’s prosperity.
The thing that makes Dotcreat Limited. unique is for our ability to offer a large listing of
services at an extremely high level of quality combined with reliable customer service. They
offer flexible arrangements for all clients.
2.1 History of Dotcreat Limited.

Dotcreat Limited. has started its journey five and half years back. In April 2014, under the
supervision of Mr. Al Rashed Prodhan, Mr. Masud Rana Alamgir & Mrs. Syeda Nafisa
Prodhan, they have started their journey. They are the founding members of Dotcreat Limited.
The entrepreneurial spirit of the founders and their caring approach to their employees and their
communities remain at the heart of Dotcreat Limited’s business today. They have started their
business with only 4 employees.
With few clients, they started their exciting journey. Dotcreat Limited’s very first office was
in a store room of a different office. At the very beginning, most of the time it was workless.
Then all on a sudden, after knocking many clients few works began to come. They all together
planned for that project and deliver that with a quality solution. Within few months they got
several projects to solve. Marketers started like our plans and strategies for them.
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Now, Dotcreat Limited. has an office of over 3,400 SQFT with 27 employees. They are
providing their services over 8-10 regular clients along with new entities. It is helping
companies and brands for its recognition in the market.
2.2 Vision
The vision is the condensed figure of mission is long-term and their missions are linked with
vision.
► To become the best leading Advertising Agency of Bangladesh providing
International level of efficiency, quality, sound management, customer service to the
Marketers.
► To contribute considerably to the national economy.
2.3 Mission
Dotcreat Limited. aims to become one of the leading advertising agency in Bangladesh by
prudence, flair and quality of operations in their advertising sector. The agency has some
mission to achieve the organizational goals time to time. Their mission statements are not
summarized into single sentences rather they have generalized their mission. Some of them are
mentioned in following-
► Providing high quality Media services with the help of latest technologies.
► Providing fast and accurate customer service.
► Setting high standard in business ethics.
► Innovating advertising at a competitive price.
► Declaring deep commitment to the society and growth of national economy.
2.4 Goal
To exceed customer expectation through advanced services and begin a long-lasting being to
be familiar with shareholder’s expectation and develop their rewards through enthusiastic work
forces.
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2.5 Objectives
Dotcreat Limited. is planned to offer commercial advertising services to all
types of customers ranging from small to big business firms. In this regard it highlights on the
importance sectors of the economy like agriculture, industry, housing and self-employment.
And also develop an initial relationship with our valued clients. Fulfilling our goals in a standard way.
To finish each and every project according to client’s brief with our creativity.
2.6 Corporate Commitment

The agency has sketched some commitment standards to clients when started the business
► Providing service with high skilled people and use of up-to-date technology.
► Creating Long Term Connection built on faith.
► Responding Customer needs with precision.
► Sharing their values and benefits.
► Growing as the Customers base and market grows.
► Providing products and service at reasonable pricing
2.7 Core Value

Our values serve as a compass for our action and describe our direction
Respect Integrity Fairness
Harmony Team Spirit Courtesy
Commitment Service Excellence Business Ethic
Enthusiasm for
Insight & Spirit Work
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2.8 Key Client’s of Dotcreat Limited.

Dotcreat Limited, Key clients are Gazi tyres, Rahim Afrooz Energy, Mobil, Pop’s, Gazi Pumps
& Motors, Gazi Group, Dnet, Rizik, Gazi Tanks, BSJA, Independent, Gazi Group Cricketers,
RMG BANGLADES and so on.
10
2.9 Products and Services
1. Regional & National Media Management: Media is the most actual way of
communicating the brand perceptions and feelings to the targeted consumers. Dotcreat Limited.
manages both the local and nationwide Media for the clients. Its strategies the most effective
way to grasp the communications of the clients to the consumers through Media.
2. Content & Barter: Content is the things that makes a campaign a whole. It finalizes the
communication necessities of any campaign. Being an advertising agency, Dotcreat Limited.
works mostly in the Media management of the client. For the contents Dotcreat Limited. is not
that much directly responsible but it provides insights, ideas for the campaigns and tag along
with creative firms to provide the best content to the customers.
3. Digital: Recently digital Media is a vastly rising Media in Bangladesh. In just few years
its growth is huge. Somehow more than hundred million people is connected to internet.
Dotcreat Limited. appreciated the market opportunity. Dotcreat Limited. Is one of the Media
agencies in the country which is joined with Google and Facebook. For their clients. Dotcreat
Limited plans and implements all the digital campaigns.
4. Media Investment Management: Dotcreat Limited. Delivers consultancy and

accomplishes the Media investment for its clients. Dotcreat Limited. ensure that the Media
investment carries the anticipated return for its clients.
5. Strategic Media Planning: Strategic Media planning matters the most when a brand
wants optimistic results from the Media expended. For. Dotcreat Limited clients they plan the
tactics for Media investment.
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2.10 Organization Structure

Dotcreat Limited. is a flat organization, an organization that has an organizational structure
with few or no levels of middle management between staff and executives. The employees are
given enough responsibilities and authority to deliver their work in particular timeline.
Employee empowerment is also practiced in. Dotcreat Limited. Employees of all level are
allowed to take part in the decision-making process. Not only getting the opportunity to involve
in the decision-making process but also have the access to communicate with the top
management any time at work.
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2.11 Department Activities
► Tactical planning & innovative: Here very expert people always innovate strategy that
increases the brands on the dominance over the rivalry. Well-acquainted with all the cultural
and sub-cultural trends, the group take the secretive encryptions of consumer perception.
To set up a strong insight to consumers mind this group always delegated with the duty
to decide on the most suitable strategic positioning of the brands.
The fellows of this group keep the creative thought smooth on the core of entire agency.
They always keep the creative energy and passion is directed towards the creation of ads
that are true to the brands strategic positioning and personality as well as positioning the
expected behavior for bringing a positive change in social causes.
Creative members always have to be emphasis on the human life and their emotion so
that they can crafted ads that spark off the flames of a passionate brand-consumer love story in
the minds of the consumers.
The creative group has their faithful, knowledgeable, inventive, and very adoring energy
that loves to reflect out of the case, understand the matters and people’s behavior very
specifically and greatly trained to translate them precisely into messages. Their
information continuously have to be latest about the sea changes of this region over the
decades mainly the slow shifting from top-down approach to bottom-up approach of
improvement, the significance of people’s contribution in expansion creativities and their
sustainability.
► Media: Here people who are in this department have three important tasks Media research,
Media planning, Media buying. In Media research they try to detect the active Media,
recognize the target audiences and analyze their features, behavior. Basically, Media planner
knows client’s objectives and advertising strategy. Their concern is to get the finest Media mix
and technique. They also have the most critical job to reduce cost reaching best results. Media
director who is main duty to analyze the research data so that they can accomplish the Media
departments to check status of clients. Not only check the client’s accounts but also plan future
Media buyers. They oversee all the accounts accessible and try to keep up the good connections
with the clients. They also negotiate with Media organizations.
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2.12 Recent Notable Work
14
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2.13 SWOT Analysis

SWOT analysis is an outline to analyze the condition for creating a strategic change in the
marketing process. Abbreviation SWOT stands for strengths, weaknesses, opportunities and
threats. A SWOT analysis which is divided into two segments:
• internal analysis (strengths and weaknesses) and

• external analysis (opportunities and threats)
A SWOT analysis helps to make a quick strategic review to convert weaknesses into
strengths and threats into opportunities.
Strength Weakness
Good Reputation New to the Industry
Corporate Clients Limited Workforce
Creative Minds Lack of training facility
Highly Motivated Workforce
Sophisticated Equipment
Opportunity Threats
Growing Online Market Place New Entrants
Peoples Dependency on Online Change of Govt. Regulations
Change of Taste of the people Change of International Policy
Technological Changes
2.14 Achievements of Dotcreat Limited.
Dotcreat Limited. has nominated in ‘Flame Awards’ in the both category of ‘Integrated
Marketing Campaign’ and ‘CSR’ for the project named ‘Gazi Tyres Cricketers Hunt 2016’.
They received certificates from this renowned association in South Asia for their outstanding
effort in this project. It was the very first achievement for them.
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After receiving those certificates from ‘Flame Awards’ the authority was expecting a bit more.
Fortunately, it knocked. For the same project has received Bronze trophy from ‘WOW Awards
Asia – 2017’. WOW Awards Asia one of the most honored award for marketers in all over the
Asia. Dotcreat Limited. was the only agency from Bangladesh to receive any awards in 2017.
Hey, hold on! Still a lot to come! After getting those international recognition now it’s time to
get something special in national arena.
Bangladesh Brand Forum is the most renowned organization for Bangladesh Marketers. As
like every year, it has organized ‘Commward 2017’. In this program they give awards to
agencies for their communications provided to the clients. In one sense, they evaluate agencies
by giving those awards. Dotcreat Ltd. has received Gold Award for ‘Gazi Tyres Cricketers
Hunt 2016’ in Integrated Marketing Campaign and Activation categories.
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CHAPTER # 03
Job Responsibility
18
3.0 Working Area.

As, I served as an intern at Dotcreat Limited from 1st February 2020 to 30th April 2020 and it
was a great opportunity and experience for me as I learned various things about Advertising
sector. Throughout my whole internship period I worked mostly on the “Production
Department” along with marketing department and creative department as well.
It’s a great time for an internee to learn how theoretical knowledge that we learn in our
academic life is practically applied. In the beginning I faced some difficulties as I have no
previous experience working for any particular organization but my seniors encouraged me
every time when they saw I am facing any problem regarding my job. I am very thankful to
them as they made the work environment a friendly and motivating place for me.
3.1 Production Department.
At the end of the day, an advertising agency produces a product. That can come in many forms,
be it in print, on television or the radio, online, mobile, outdoors, or anywhere else an ad could
be placed. It is the production director’s job (sometimes called “media production director” or
“print production director”) to make sure the ads make it to those specific places.
Working hand-in-hand with the creative, media, traffic (which is sometimes part of
production), and accounts departments, the production director manages a team of skilled
production specialists who are experts in getting all kinds of ads created and published. If it’s
a piece of direct mail, it may require something to be specially fabricated. If it’s a billboard, it
could require unique placement or a custom build. If it’s a television spot, the production
director may have to oversee all aspects of the production, including casting, set builds,
wardrobe, permits and more.
In short, it is the production director’s responsibility to ensure the vision of the creative
department, and the client is brought to life in the best possible way, whilst also making sure
budgets and timelines are met.
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3.2 Functions of Production Department.
The principal role of the production department is to process and produce a final ad.
Following are the traditional work activities or functions of production department:
1. Keep in contact with the advertising agency, sketcher, DOP, etc.

2. Assemble the Story design patterns, engraved sketches, video, sound, etc. and prepare
the final advertisement.
3. Show it to the client (advertiser) and get his approval for its release.
4. Send it (after approval) to electronic media like television, radio, online etc. for
advertising.
3.3 Major Activities Performed.
During my internship I was placed to work making PPM, Storyboard. Assist production staff
in developing relevant stories for television, online streaming and other platforms. Search
topics using a variety of sources, including video archives, the internet, library archives and
others as needed. Communicate with writers, directors, managers and other members of staff
to ensure a smooth running of the project. Support staff by answering phones, taking detailed
notes during meetings, inputting data into the computer and performing other tasks as required.
Run errands such as purchasing supplies, props, equipment, food and other necessary items for
the project. Provide assistance as needed in all components of the production, including sound,
lighting, camera, editing and postproduction. Perform other duties as requested by staff to
ensure all necessary tasks are performed in a proficient manner that adheres to the quality
expected from the company.
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CHAPTER # 04
Making of an Online Video Commercial (OVC)
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4.0 Agency Brief.

Making of a OVC starts with an agency brief which is sent by the client. In the agency
brief, the following issues are mentioned. They are:
Background / Overview:
Baby wipes are one of the most helpful childcare items. It is utilized for cleaning the child's
base while utilizing a diaper. This infant item helps in keeping up the individual cleanliness of
the infant. Tidying up the infant's regurgitation or cleaning its face and hands are a portion of
different purposes for utilizing child wipes. In this manner, remembering your needs, ACI has
presented to you the Savlon Baby Wipes Jar 100 Pieces. Snatch it at a reasonable cost.
Project Description / Mechanics:
Here they discuss “What is this project all about/ Unique or unusual facts that give it a
competitive edge”. Suppose in the agency brief, it may contain the following things:
♦ Thick, soft and durable.
♦ Easily clean the bottom, hands, and face.
♦ It is highly suited for rash-prone and eczema skins.
♦ pH 5.5 and Antibacterial Formula.
Competitor's similar marketing activities:
Here they discuss “details of what the competition is offering – along with reference of
creative (print, TVC etc.)”. The decision may be that – Competitors are offer different
service but they have problems like-
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● The hypoallergenic character makes them suitable for sensitive skins.
● Made of viscose and polyester.
● They Can Be Extremely Drying.
● Balances Out pH Levels.
Marketing/Project objectives:
Here the agency gets the answer to a question like “What are the specific objectives that
we are trying to achieve?’’. In the brief, the points may be like:
► Encourage customers to use Savlon Baby wipes.
► Most of the times parents are want that kind of baby wipes which is Thick, soft and
Antibacterial
► Increase usage and hence revenue.
What is the communication objective?
The communication objective was to make understand that the protection is good that
you will feel that you are safe. It was a thematic campaign, so we had to connect the
customers emotionally also.
Target audience:
This is probably the most important part of the. The agency must clearly be told what
customer segment the client is trying to reach via the commercial and obtain as much
as detail possible about the target audience. Advertisers need to think beyond age &
gender and include demographic & psychographic analysis in their line of thought.
Segmentation may be like –
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► 10 million people in the country are using 800,000 Internet connections on sharing basis",
adding the number of Internet users in the country is increasing roughly 15-16 percent a
year. "This increased Internet penetration will result in a 2.6 per cent contribution to the
country’s GDP by 2020, The target group includes the married students, housewives,
professionals and also concern persons.
Deliverables from the agency:
Here the agency is required to deliver the final product that is their service in the form
of –
♦ Press advertisements
♦ TVC ( TV Commercials)
♦ OVC ( Online Video Commercial )
♦ RDC ( Radio commercials)
♦ POSM ( point of selling material eg. kiosks and x-banners )
Time line:
This is the date under which the final output needs to be delivered are mentioned. This
is the deadline which needs to be maintained by the agency.
So we may come to a solution that agency job starts with the agency brief which was
prepared by the client and execute by the agency.
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4.1 Creative Idea Generation

The creative department of the agency led by the Creative Director includes a Creative
Supervisor, Copywriters, Art Director, Visualizers and other junior members. The
creative team is responsible for idea generation but there are always some officials from
Account Management Dept. in the brainstorming session so that creative team doesn’t
get misguided from what the client wants. Creative department develop the script or
idea or story of the OVC. The brainstorming session of the creative team sometimes
needs a long time and sometimes a strong idea just hits someone instantly like an
epiphany. There is no set guideline as to how a creative team should work. After the
brainstorming, many options of creative idea are generated based on the agency brief.
4.2 Selling the Creative Idea to Client

The account management team or the client service team will share the idea with the
client. The client servicing team is usually accompanied by someone from the creative
team. Client usually sends feedback and suggestions to make alterations to the script
and when the changes have been made and the client likes it, the script is locked.
Sometimes a client may not like the script idea at all. In that case the creative team
needs to generate some more ideas for the client.
4.3 Meeting with the Production House

After locking the script, the agencies have many meetings with the production
houses as well as Directors of the OVC. Agency briefs the director regarding various
issues. The creative director of an agency has some viewpoints or imaginations
regarding the ad on his mind. So he needs to ask the director that whether he is able to
do that according to his plan or not. The director of the OVC also puts in his own input
so enhance the ad. The production house needs to give the agency a budget for the
shooting, post production and many other issues. Here is a sample Budget of a ovc
shoot.
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Estimate Savlon Baby Wipes
Unit
Sl Particulars Unit Day Activity Total
Cost
Cost
Personnel
19 Director 1 1
20,000 20,000
20 Executive Producer 1 1
10,000 10,000
21 Line Producer 1 1
8,000 8,000
22 DOP 1 1
12,000 12,000
23 Assistant Director- I 1 1
4,000 4,000 76,000
24 Assistant Director- II 1 1
4,000 4,000
25 Casting Director 1 1
4,000 4,000
27 Art Director & Team 1 1
8,000 8,000
28 Production Manager 1 1
6,000 6,000
Artists
29 Supportive Cast Men & Women 2 1

15,000 30,000 30,000
Field Personnel
33 Light Gaffer 1 1
4,000 4,000
34 Grip (Light Boy) 4 1
1,000 4,000
22,500
35 Production Boy 3 1
1,500 4,500
36 Make up Artist 2 1
5,000 10,000
Equipment’s
37 Camera Arri Alexa 1 1

10,000 10,000
89,000
40 Light 1
10,000 10,000
26
41 Trolley 1
5,000 5,000
42 Location Permission Fees 1
1,000
43 Shooting Floor Rent
25,000
45 Art & Props
8,000 8,000
46 Costume
20,000 20,000
47 Generator 1
8,000 8,000
48 Generator Fuel 1
2,000 2,000
Transportation
49 Pick up 1 1
3,500 3,500
51 Micro Bus 2 1
4,000 8,000 16,500
54 Miscellaneous 1
5,000 5,000
Post Production
55 Editing (online & offline)

10,000
56 Music Production
10,000
57 CG
12,000 40,000
58 VO Artist
4,000
59 Sound Studio
4,000
Line Total
274,000
Add: 10% ASF
27,400
Sub Total
301,400
Add: 15% VAT
45,210
Grand Total
346,610
27
4.4 Shooting
After getting the budget from the production houses, agency shares with the client &
also suggests the best production house option for the shooting. Client mainly decides
by whom they want to make the OVC but agency push for the best option to choose so
that the work gets done well. After locking the budget & getting the advance payment
the shooting starts. Sometimes client doesn’t go to the shoot but it’s the agency who are
responsible the shoot because agency gets supervision fee for the whole work.
4.5 Post Production

When the shooting is done, it’s time for the post production work. Here the production
house does the graphical works, background music & other editing works with dubbing.
4.6 Feedback of Client

After the shooting done is by the production house, the full length version is send to the client
for the approval. On that most of the time clients have some feedback. These
feedbacks need to be incorporate in the OVC by the production house. These feedbacks
from the client are taken by the account management team of the agency and are passed on to
the production house. Then the final output is prepared.
4.7 Delivery
The delivery of the final film is given by the production house in an editing panel. The
production house may have an editing panel of their own or they may also hire an
editing panel so that the final output of the OVC can be given.
28
4.8 Media Booking

After making the OVC, the next step of an ad agency is to arrange the way so that the
film can be shown on the Online, blog, website. This is where the media buying department of
the agency comes in to arrange the all the procedure. It also entails the negotiation for price
and placement of ads, as well as research into the best new venues for ad placement. On a blog,
website, the price for media buys would be determined by factors such as where the ad will be
placed on the page, how many pages of the website the ad will appear on, how large the ad will
be, how many days the ad will run for, how much traffic the website receives, and the website's
user demographics. The more exposure the advertiser is expected to receive, the more
expensive the media buy will usually be. A media buy is different from earned media and
owned media in that it is purchased.
29
CHAPTER # 05
Satisfaction Establishment Of Gazi Tyres
30
5.0 Client Satisfaction

Measuring client satisfaction is paramount for both product development and gauging
agency’s account services. A satisfied client will continue to purchase agency services, refer
other clients and may even be a vocal advocate for the agency. And understanding the business
through agency client’s eyes can help outline common experiences and expectations.
Gazi Tyres established in 1974, is the pioneer tyre industry of Bangladesh. They are also
leading business houses of country’s rubber and plastic sector(s) in Bangladesh.
For almost Four decades Gazi Tyres has been the largest seller of 90% rickshaw, van, Cycle
tyres in the market.
Side by side with the foreign companies, Gazi Tyres has moved make tyres for 3-wheelers and
4 wheelers, a sector that is dominated by imports but not very successful doing so.
● Gazi Tyres is about to enter the market of 3 wheelers and 4 wheelers. In order to do so, they
must established the name ‘’ Gazi Tyres ‘’ in the growing market.
● But they will be defined as false company, will lose trust and lose their overwhelming
consumers.
● Because the consumer knew Gazi Tyres as হাতি মার্কা টায়ার, because Gazi Tyres logo
represented a large elephant.
● হাতি মার্কা টায়ার is what the market had known for 4 decades!
31
◙ Transform The Logo.

◙ Keep their trust by keep the elephant in the logo, Elephant will symbolize the originally.
◙ Reach the consumers, apprise them with the new logo.
The relaunching process included a huge integrated campaign. The campaign included TVCs,
postering, wall painting, leaflet distributions, billboards, and various sign boards such as mini
sign boards, shop sign board etc. Throughout all 64 districts of Bangladesh.
At the results Positive responses. Successful Establishment. For the last 40 years, Gazi Tyres
has steady market share ( 90% segment share in Rickshaw- Van Tyres), After relaunch, within
a year it gained additional 5% market share.
32
CHAPTER # 06
Recommendations And Conclusion
33
6.0 Recommendations
During my stay at Dotcreat Limited . I observed some vital issues that the organization should
look into. According to my observation, some of my recommendations are given below.
► Day by Day the number of clients is increasing. To fulfill increasing requirements of the
clients. Dotcreat Limited. Must have to expand its works force.
► Advertising Agency is very competitive. So if an employee of one agency files to another

competitive agency, its creates a bad impact on the agency. So they need to retain their
employees.
► More training facilities can be provide which will motivates the employees with the Global
knowledge which may make them more productive.
► Dotcreat Limited. Should participate in CSR activities.
6.1 Conclusion
Lots of new Advertising agency has been established in last few years, and these Advertising
agencies have made this Advertising agency industry very competitive. Most of the Advertising
agency success depends on meeting the expectations and needs of its participating clients.
So overall of my observation, I can say that Dotcreat Limited services are satisfactory and
continuously meet the challenges of developing new products and services to match the specific
requirements of clients. In future, Dotcreat Limited. can reach the top Advertising agency by
providing consistent client service.
34
References
▪ Beard, F.K. (1999). Client role ambiguity and satisfaction in client-ad agency
relationships. Journal of Advertising Research.
▪ Belch, G.E., and Belch, M.A. Advertising and Promotion: An Integrated
Marketing Communications Perspective (10th ed.). Irwin/McGraw-Hill, New York.
NY.
▪ Dowling, G.R. (1994), ``Searching for a new advertising agency: a client perspective''
▪ http://www.gazityres.com/company-profile
▪ https://www.dotcreatltd.com
▪ http://www.aci-bd.com/our-businesses/baby-care.html
▪ https://www.facebook.com/DotcreatLtd/
35

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Jagannath University

Internship Report On An Advertising Agency Works & Ensures

Date: August 16, 2020

He is permitted to submit the Internship report.

Chapter 1 1.0 Introduction 2

Chapter 2 2.0 Company Profile 7

Chapter 3 3.0 Working Area. 19

Chapter 4 4.0 Agency Brief. 22

Chapter 6 6.0 Recommendations 34

A service organization is increasingly being familiar as a service industry and, as a sector, is

1.1 Origin of the Study

1.2 Purpose of the Study

1.3 Objectives of the Study

● To present an overview of Dotcreat Limited.

● Getting an idea of how Media agency works.

● To gain practical experience that will support me in my practical life.

● To know the strengths, weaknesses, opportunities, and threats of Dotcreat Limited.

● To understand entire Media agency procedures.

1.4 Methodology of Data Collection

○ Primary data sources: Inspection in different desks, talking with professionals in

○ Secondary data sources: Internal documents and publications, different text

1.5 Limitations of the Study

Lack of experiences: It was my first time reporting on a Media agency in practical

2.0 Company Profile

Dotcreat Limited. is a full service-based advertising agency with an emphasis on business-to-

2.1 History of Dotcreat Limited.

2.6 Corporate Commitment

2.7 Core Value

Respect Integrity Fairness

Harmony Team Spirit Courtesy

Commitment Service Excellence Business Ethic

2.8 Key Client’s of Dotcreat Limited.

2.9 Products and Services

4. Media Investment Management: Dotcreat Limited. Delivers consultancy and

2.10 Organization Structure

2.11 Department Activities

2.12 Recent Notable Work

2.13 SWOT Analysis

• internal analysis (strengths and weaknesses) and

2.14 Achievements of Dotcreat Limited.

3.0 Working Area.

3.1 Production Department.

3.2 Functions of Production Department.

Following are the traditional work activities or functions of production department:

1. Keep in contact with the advertising agency, sketcher, DOP, etc.

3.3 Major Activities Performed.

4.0 Agency Brief.

brief, the following issues are mentioned. They are:

Project Description / Mechanics:

♦ Thick, soft and durable.

♦ Easily clean the bottom, hands, and face.

♦ It is highly suited for rash-prone and eczema skins.

♦ pH 5.5 and Antibacterial Formula.

Competitor's similar marketing activities:

service but they have problems like-

● The hypoallergenic character makes them suitable for sensitive skins.

● Made of viscose and polyester.

● They Can Be Extremely Drying.

● Balances Out pH Levels.

we are trying to achieve?’’. In the brief, the points may be like:

► Encourage customers to use Savlon Baby wipes.

► Increase usage and hence revenue.

What is the communication objective?