Dr A.P.J.

ABDUL KALAM TECHNICAL

UNIVERSITY LUCKNOW

A
Project
Report On
Innovation Idea for Product & Services
TOPIC:- “ADVERTISING AGENCY”

UTTAM GROUP OF INSTITUTIONS

Submitted By:- RISHAV PAL

MBA 1st Sem.

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 TABLE OF CONTENTS

PARTICULARS

Declaration
Acknowledgement
Preface
Executive Summary
Table of Content

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 Acknowledgement
I am using this opportunity to express my gratitude to everyone who supported
m e t h r o u g h o u t t h e c o u r s e o f t h i s M B A p r o j e c t . I a m t h a n k f u l f o r t h e i r as p i r i n g
guidance, invaluably constructive criticism and friendy advice during the
project work. I am sincerely grateful to them for sharing their truthful and
illuminating views on a number of issues related to the project.

I express my warm thanks to for their support and guidance.

I would also like to thank my project external guide and all the people who
provided me with the facilities being required and conductive conditions for
my MBA project.

Thank you,

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EXECUTIVE SUMMARY

As the requirements for the management program, MBA students have to undergo summer
training at an industry level for 6 weeks. I have got that opportunity to this project from a world-
wide known Advertising Agency; Triton Communications.

As a part of my project work I worked on the topic “Operational Process of

Advertising Agency.”
Project Report is divided into 2 parts viz: organization‘s operational procedure study and
market research and project work done for the clients of Triton Communication.

The initial part of this report is done from the basic information of the company which
includes General information about the company which consists of its history and
development and the information about its all functional areas.

The later part is of the specialization area. This part starts with back ground of the study of the
project report. The part contents the literature review about the advertising.

In the last part, it is the detailed description of how to advertise the product, where I have
prepared a list of knowledge, skills and attitude required by employees working at different
functional areas and doing a project.

Projects are the back bones of the company and when projects are undertaken employees
from different departments come together and work as teams for the completion of the
project.

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Introduction to Advertising & Advertising Industry

 Advertising is a form of communication for marketing and used to

encourage, persuade, or manipulate an audience (viewers, readers or
listeners; sometimes a specific group) to continue or take some new
action. Most commonly, the desired result is to drive consumer behaviour
with respect to a commercial offering.

 An advertising agency or ad agency is a service business dedicated to

creating, planning and handling advertising (and sometimes other
forms of promotion) for its clients.

 An Advertising Agency or ad agency is a service provider that works for

clients to create an effective and goal oriented advertising campaign
aimed at representing the Company positively in the eyes of its target
customers.

 According to American Association of Advertising ―An advertising

agency is an independent organization of creative people and
business people who specialize in developing and preparing market
plans, advertisements, and other promotional tools‖.

 The Indian advertising industry is talking business today. It has evolved

from being a small-scale business to a full-fledged industry. It has
emerged as one of the major industries and tertiary sectors and has
broadened its horizons be it the creative aspect, the capital employed or

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 the number of personnel involved.

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  Indian advertising industry in very little time has carved a niche for itself
and placed itself on the global map.

 Indian advertising industry with an estimated value of Rs13, 200-crore

has made jaws drop and set eyeballs gazing with some astonishing pieces
of work that it has given in the recent past.

 The creative minds that the Indian advertising industry incorporates have
come up with some mind-boggling concepts and work that can be termed
as masterpieces in the field of advertising.

 The Indian advertising today handles both national and international

projects. This is primarily because of the reason that the industry offers a
host of functions to its clients that include everything from start to finish
that include client servicing, media planning, media buying, creative
conceptualization, pre and post campaign analysis, market research,
marketing, branding, and public relation services.

 Traditionally, most agencies have four main functions — client servicing,

media planning and buying, creative, and account planning.

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  Introduction to Triton Communications

 Outstanding business ideas, is what Triton communication is all about. It

strongly believes in the philosophy that ―you are what you do, not
what you claim. They do not disguise words. Nor do they believe in
throwing themselves at anyone‗s head. Instead what really work for
them are ideas.

 Big ideas always add value to their client‘s brands and businesses. Their
main job is to provide with Communication solutions that translate into a
sustainable competitive edge for their clients in an otherwise
overcrowded market place. They are always shifting the market to
benefit their clients.

 Since their inception in year 1991, they have come a long way by
pushing creativity to newer frontiers. This success is backed by their
strong
understanding of India‗s multicultural values and by having a deeper insight of what
their clients really need. Small, cogent unit works with the discipline of a larger agency to
ensure greater growth for their clients. Triton aspires to Build brands that footprint each
region of India. Consistent financial goals and aim to always grow is their strength. Their
healthy management has capacity to produce a steady growth in earnings through thick
and thin.

 As a member of ICOM, a network of independently owned and operated

advertising and marketing communications agencies, they provide their
clients with access to markets in over 50 countries globally, ensuring
growth for their clients in India and across the globe.

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 1. Innovation:

It lies at the heart of everything they do. And they use it judiciously to respond to the

consumers changing needs. They are always searching for an outstanding business building

idea.

2. Rapidity:
They believe that today time is more valuable than money. And their approach to business

stands testament to this belief. Rapid decision making and flexibility go hand in hand when

it comes to advertising industry.

Here are some of the things they do:-

 Film & Television

 Radio
 Press
 OOH
 Direct
 Digital
 Mobile
 Promotions
 Design and Corporate Identity
 Corporate Publishing
 PR / Events / Activation / BTL
 Media
 Integrated Marketing Solutions

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 Brands that Triton Communication is associated with:-

 Adani Wilmar Ltd.

 A.B. Jewels.
 Add Gel Pens.
 Audi –Ahmedabad.
 Silk Mark Organization of India, Ministry of Textile, GOI.
 Department of Information & Publicity, Government of Karnataka.
 Desai Brothers Ltd.
 Eureka Forbes Ltd.
 Force Motors Ltd.
 Government of NCT of Delhi.
 GIC Re.
 Greaves Cotton Ltd.
 Hamdard.
 Indus Steels & Alloys Pvt Ltd.
 Ministry of Railways, Government of India.
 National Egg Co-ordination Committee (NECC)
 Orient Papers & Industries Ltd.
 United Breweries Ltd.
 Vadilal.
 Videocon Industries Ltd.
 Venky‗s (India) Ltd.
 Vini Pvt Ltd.
 Wagh Bakri.
 YES BANK Ltd.
 Zydus Wellness.
 Gujarat Tourism.Gelco
 Ramdev

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  Introduction to the Project:

There are usually Seven Ad Agency Areas:-

 Account Department:

They work with the agency's clients to write briefs that detail the advertising that's needed,
work with the creative department to develop campaigns, and work with the other
departments to get the campaign produced.

 Strategy Department:

Strategists, or Account Planners as they are also known, research the facts needed for
creating advertising, and strategize the best messages and methods to use to reach
their target audience.

 Media Department:

The media department plans, coordinates and purchases media space to run advertising
that the agency has created.

 Creative Department:

Creative‘s include Copywriters, Art Directors and Production Artists. They are the
people responsible for writing and designing advertising campaigns.

 Interactive Department:

The Interactive Department designs and creates all of the digital components of an
advertising campaign, including websites, banner ads and interactive applications.

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 Client‘s Brief

Brainstorming on the brief by Client Servicing Team

Market Research- Understanding the insights of the Consumer (Target Group)

Creative Brief given by the client servicing team to the creative team

Layout options given for creative given to the client Servicing Department (To be

Studio Manager (also given along is a requisition form) with all the details about

Artwork is prepared by the studio team and given to the client servicing executiv

Client ad- campaign

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 Four Main Departments:-

1. Accounts Department
2. Client Serving Department
3. Creative Department
4. Studio Department

Client Servicing:

The employee in this department has to interact with the client and as well the agency and
get the work done with the creative.

There are many types of designers, including those proficient in graphic design, web design
and even product design. Designers are very valued, as they can take ideas to the next level
and give the finished work a polish that the creative team could not add.

Studio Manager:

The studio manager has to check the CD before sending the CD for final printing and see to it
that there are no mistakes.

Copy writer/ Art Director:

They write the copy of the ads in the respective language (English, Hindi, and Gujarati)
according to the brief received from the client serving department.
The CW/AD team is given a brief and then works on it together for days, or even weeks. When
ideas are presented and chosen, they will then work together to craft copy and create visuals for
the ad campaign. (AD)This is a job of creative thinking; execution can be handled by other people.

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DTP Operator:

The DTP operator have to check the art file and size of the ads and have to make final art
work CD; They have to check the file before making the final art work CD.

Visualizer:

A visualizer, as per the brief design ad options in accordance to the brief makes changes. If
it gets approved than he has to send it to the studio for final art work

Admin department:

They take care of all the office work; they keep an eye on attendance, stationery work,
delivery.

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  Some Projects I Have Worked On:-

1) I have worked on AB Jewels one of the biggest clients of the agency.

History of AB Jewels:-

om in 1950, at Nagar Sheth market in Ratanpole, Ahmedabad by the name M/s. ARVINDBHAI BECHARDAS JE

y & Trust, and earnest support from valued customers, they prospered and succeeded in putting a regular gro

hey have understood the importance of Trust & Service in jewelry trade, and have always stood by their age

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 To provide a more spacious place for their customers, they have
continuously added up more floor space of their Ratanpole
showroom. First from One shop to Two adjacent shops in the year
1990 and then yet another, in the year 1999 to make it three
adjacent shops in a single stretch.

On 31st May, 2004, they took a large leap forward, by adding

altogether a different location, as a new showroom, at one of the
most prestigious location of Ahmedabad (Satellite).

To keep abreast with the market trend and to let them known by
a shorter and a sweeter name , they named this showroom as AB
Jewels

The brand “AB Jewels “ . . .

leaving no stones unturned, have put up immense efforts in building up ‖AB JEWELS‖ as a very
solid brand of it self. Today the brand of ―AB JEWELS
―has found strong footage, among the very large segment of market in the whole of Gujarat.

Already a sprawling single floor showroom at AB JEWELS, Satellite, they once again
executed an expansion of the showroom space, with the ―1 > 2 > 3‖ formula, as at
Ratanpole. Them acquiring the adjoining Ground floor and then the first floor.

AB JEWEL, is now, a full fledged three storied jewelry Mall…. With

exclusive showrooms on separate floors…

Carat & Cents …a Real Diamond jewelry showroom … at Ground floor

Golden Attire … a 100 % BIS Hallmarked Showroom of Gold & jadtar ornaments …
at Ground floor

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 Silver Ornate…a Showrooms of Silver ornaments, Silver articles & Fashion jewelry… at Ground

These showrooms are all interconnected, one above the other, with a
special in-house Lift. The Cafeteria has gained immediate popularity amongst their customers

No wonders, AB JEWELS is now popularly accepted, as one of the most powerful, Trusted and

Quality & Achievements ….

They have been a BIS licensed jeweler, since the inception of the BIS, in year 2000 and maintai
Diamonds & diamond jewelry at AB JEWELS are certified for their genuine, grade & color.
Precious & Semi-precious Stones are guaranteed for their genuine nature, quality, & purity.

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  Research Methodology:- (AB Jewels)

I. Statement of Problem:

“Study on the Consumer Preference (Research).”

II. Objective of research:

This project aims at:

 Understanding the store in detail.

 Detailed study of the consumer choices and preferences for Diamonds.

A brief study of all the parameters related to store.

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  Analysis:-

GENRE OF CUSTOMERS (IN AGE)

Second

First

Ground

0 5 10 15 20 25 30 35 40 45

 Findings:-

 The main customers of the Diamonds are middle aged business class
people (25-40yrs and 50-70 yrs. - 10%) who have basic knowledge about
diamonds.

 Gold section is usually visited by people from rural areas who consider
gold as a long term investment.

 Mostly people between 20-40yrs visit the Silver section.

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 AVG. TIME SPENT BY CUSTOMERS (IN MINS)
100
90
80
70
60
50
40

AVG. TIME SPENT BY CUSTOMERS

(IN MINS)

30
20
10
0

Ground First Second

 Findings:-

 The most visited time in the diamond section is usually between

1p.m-3p.m and after 4p.m. The average time spent by the
customers who intend to purchase is approx. 1hr.

 The maximum walk ins in the gold section would be after 1p.m
and it continues. Customers interested in buying gold usually
spend 1.5 hrs. on an average in the store.

 The maximum walk ins in silver section is usually after 1

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 p.m. Here customers spend 30 mins on an average here.
I would like to sincerely thank the University of Mumbai for giving me this opportunity of
taking up such a challenging project which has enhanced my knowledge about the
Advertising Industry & the advertising agencies.

I am very grateful to Ms. Meghana Patil- Project Co-ordinator, under whose

guidance and assistance I was able to successfully complete my project. I am also
thankful to Mr. Vikram Shrotri, Project Guide whose advise and thoughts helped me
gain a better understanding of this huge advertising industry and the flambouyant,
magnanimous world of advertising agencies.

Last but not the least, I also thank the below-mentioned honourable dignitaries
and task-masters who have played a major role in leading their respective agencies to
the sky of glory. This is a special thanks to them for sparing their precious time, fitting
my out-of-the-way appoin”ent into their diary and giving almost all the information
required by me in an unbelievably amicable manner.

Without the priceless contribution and coveted guidance of all the above-
mentioned people, this project would have never got a shape of reality and emerged
before all of you in the manner and in the style as it now appears.

Warm thanks to :
1. Ms. Nandini Rajan, Account Executive of XEBEC COMMUNICATIONS PVT. LTD.

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 EXECUTIVE SUMMARY

1. OBJECTIVE :

To study the various advertising agencies; the ones having local operations as well as
the ones have international scale of operations, their modus operandi, styles and the
manner of functioning, their profiles, their upswing and their downfall and last but
not the least their position in the world of advertising on the basis of the
contributions to the ad world and society at large.

2. METHODOLOGY :

In order to achieve the above-mentioned objective and finish the study to perfection,
I have made a judicious and a balanced use of primary sources as well as secondary
sources of data collection. Well, the primary sources comprise of personal visits to
the administrative offices of some known advertising agencies and a direct
communication with the persons who were knowledgeable and in-charge of the
operations.

To facilitate in my operations, I had first chalked out a detailed questionnaire

covering in length all questions that would serve the purpose in the most efficient
and productive way. The preparation and the formulation of the questionnaire was
on the basis of many considerations viz., the time that the answeree would require to
give me the required answers, the importance of that time and the cost involved. A
copy of the said questionnaire is included elsewhere in this project as an Annexure.

Although the efforts were directed basically towards obtaining information

required for the study from primary sources to the maximum possible extent, due to
factors like lack of co-operation anticipated from stalwarts and
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 Bibliography of these sources forms a part of this Project for ready reference of the
reader.

A sample of six agencies was chosen on the basis of their scale of operations,
reputation and quick accessibility.

3. CONCLUSIONS :

During the course of this study I have observed many a facet of the advertising
agencies ----- their strengths, their weaknesses, their opportunities and threats which
deserve a mention :

Most of the advertising agencies are basically interested in catering to just the
needs of the consumer irrespective of the nature of the product or service
proposed to be advertised.

The primary objective of the agencies is basically profit generation and profit
maximisation.

The agencies conduct a SWOT of the client but not of the product at the time of
accepting an assignment.

There is not much of a dynamism in this agencies as far as expansion plans are
concerned, diversification objectives are involved or specialisation motives are in
question.

Not much is done by these agencies for the social welfare and advertising
of social values

The agencies are highly committed to their activities but sometimes they tend to
be over-professional in their attitudes, over-reserved in the choice of strategies,
over-confidential in their operations and over-aggressive in competition.

Not many agencies are laying too much emphasis on selection of proper human
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 resources or managerial personnel. They appear over-burdened

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 There is not proper training imparted to people working in the modestly
positioned advertising agencies. Due to this, there is lack of specialisation,
improvisation and dynamism.

4. RECOMMENDATIONS:
The following are recommended in view of the importance and the strategic
position occupied by these agencies :

The advertising agencies should function in a healthily competitive

environment rather than in an aggressive world of cut-throat
competition.

The agencies should definitely give importance to profit maximisation but

at the same time function in public interest as far as charges and quality of
products is concerned.

The agencies should also conduct a SWOT analysis of the products to be

advertised at the time of accepting assignments alongwith the routine
SWOT analysis of the clients.

There should also be a provision for staff training whereby the staff is
properly motivated and educated for the roles they perform in the
organisation leading them to specialisation and perfection.

The advertising agencies should also have a perspective of tapping new

avenues, creating mew markets and pursue global expansion for the benefit
of themselves and for the country at large.

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 1. OBJECTIVE :

The project deals with the study of advertising agencies encompassing a multi-
dimensional discussion on the whereabouts of these agencies, their modus
operandi, their manner and coverage of operations, their strengths, weaknesses,
opportunities available to them and the threats posing obstacles in their journey to
the max. This study shows the diversity underlining their operations and at the
same time the unity in aims, objectives and target. As during the preparation of this
project, some inevitable obstacles and natural hindrances restricted the scope of
this study just as these agencies are restricted by many environmental and socio-
economic factors, nonetheless, its a sincerest attempt to do the best possible justice
to the said topic.

2. AGENCIES COVERED :
(1) Xebec
(2) Canco
(3) McCann-Erickson
(4) Carat
(5) Percept
(6) Mudra

3. FROM PLACES TO PAPER :

The data required for this study as per my vision was collected from the
following two types of sources :
(1) Primary Sources

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 This was given the topmost priority. Well, any information from the horse's
mouth gives a touch of reality, practicability and conviction to every study and
this aspect made it an area of key importance. I visited three agencies viz.,
Xebec, Carat and Canco, though I approached many others including the
topnotch like Ogilvy & Mather, Mudra, Lowe. However to my utter
disappoin”ent and ill-fate, I never succeeded in getting appoin”ents from the
ones. In the agencies I visited, I contacted those taskmasters who were holding
positions of no less importance and who had a thorough knowledge of the
environment of their respective agencies, the operation, the style of working
and the clientele. At the same time, I found these people quite enterprising,
professional-to-the-core in their approaches, knowledgeable, speech-conscious
and very co-operative. I basically got answers to all the questions that were
put in the questionnaire in an unhesitating and amicable way.

(1) Sending questionnaires :

To those organisations that showed their firm unwillingness in attending to me
personally, I sent my questionnaires through internet to the key personnel in an
attempt to convince them into giving some information about the agencies for
whom they toil. Some replied back courteously; either disclosing their
helplessness in giving information or informing me to surf their websites and get
all possible information to my u”ost satisfaction (an advertisement for
advertisers).

Secondary sources of data collection :

On account of the cold shoulder given to me by the media-giants and their
contemporaries, I had to resort, as also advised by some of them, to secondary
sources of information like newspapers, websites and books for
supplementing the information obtained from primary sources and sometimes
for the main information. Honestly, the information obtained from the websites
was detailed and sufficient to an extent that would even surpass those of
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 primary sources. In the ocean of the information that the

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 supplementary called Brand Equity did leave their imprints on the papers of the project
to follow and their contribution to this presentation cannot undermined and unnoticed.
Help was also taken from books based on advertising and marketing to give a better
appeal to this study and enrich it with more detailing and liveliness.

4. RESULT
The cummulative result of primary sources of data collection and secondary sources is
obvious from the pages that follow. However, I have been able to generate sufficient
information and moreover, in detail from all the sources employed in an endeavour to
leave no stone unturned in justifying the selection of this topic and advertising agencies,
at large. Though marred by some obstacles, I am convinced that my painstaking efforts
and drops of sweat that have made the papers intangibly wet and the ink of the pen go
dry will convince my patrons carrying good doses of expectation from this project.

5. DIFFICULTIES FACED :
1. Stipulations and urge for strict adherence to the length of this project upto a maximum
of 80 pages forced me to run the merciless scissor on many points. The pen was on but
the papers were gone.
2. Lack of co-operation from the stalwarts and the internationally acclaimed ad- giants has
been the biggest obstacle in the way. Though, they are very much justified and I give due
consideration to their urge for maintaining confidentiality about their operations and
financials, I still believe that had this information, however explanatory it is, been
obtained from them directly, it would have definitely made neighbours' envy and owner
pride.
3. Unavailability of concrete sources of secondary data was another hindrance. Though
websites form an exception, barring them there was hardly a source that carried some
potential in meeting the requirements. Prestigious publications like A & M have faced
shut doors of printing presses and a replacement is still hiding in some unknown corner
of invisibility.

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 CONCLUSION
In your conclusion, wrap your thought up or provide a summary of your essay including
the main arguments you use. You also need to rephrase your thesis statement.
Your essay's conclusion is critical. Make it memorable.

Building a relationship with a good advertising and marketing agency helps a business

to focus the bulk of their time and money on improving their operational efficiency. ...
The role of the advertising agency is to tap into the unknown potential sitting outside

the business .
Successful agencies are filled with people clients really want to work with; the kinds of
people who make an effort to listen to them and understand their point of view. They
are honest with clients and set expectations from the start. Sometimes they give clients
what they need rather than what they say they want.

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