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SUMMER TRAINING REPORT
RESHMI.R Reg no: 098001125039
In partial fulfillment of the requirements of ANNA UNIVERSITY OF TECHNOLOGY, COIMBATORE
for the award of the degree of
MASTER OF BUSINESS ADMINISTRATION
Under the supervision and guidance of Assistant professor .Dr. A. Vani M.com., MBA.,M. Phil., Ph.D.,
DEPARTMENT OF MANAGEMENT SRI RAMAKRISHNA INSTITUTE OF TECHNOLOGY COIMBATORE -10. OCTOBER- 2010
This is to certify that the summer training entitled, “BUSINESS PRACTICES OF MEDIA ZONE”, is the work of R.RESHMI (098001125039) who carried out the same under my supervision. Certified further that to the best of my knowledge the work reported herein does not form part of any other project work or dissertation on the basis of which a degree or award was conferred on an earlier occasion of this or any other candidate. The project work is submitted to the ANNA UNIVERSITY OF TECHNOLOGY, COIMBATORE as partial fulfillment of the requirement for the award of the degree of MASTER OF BUSINESS ADMINISTRATION.
_______________________ (Dr. R. RAJENDRAN) Signature and Name of HOD
_______________________ (Dr. A. VANI) Signature and Name of Guide
Viva voce examination held on: __________________
________________________ Signature of Internal Guide with date
________________________ Signature of External Guide with date
I, R.RESHMI, hereby declare that the summer training report entitled, “BUSINESS PRACTICES OF MEDIA ZONE”, submitted to the ANNA UNIVERSITY OF TECHNOLOGY, COIMBATORE, as partial fulfillment of the requirements for the award of the degree of MASTER OF BUSINESS ADMINISTRATION is a record of original and independent research work done by me during June 14 to July 24, 2010, under the supervision and guidance of Dr. A. VANI, ASSISTANT PROFESSOR, SRI RAMAKRISHNA INSTITUTE OF TECHNOLOGY and to the best of my knowledge the work reported herein does not form a part of any project work or dissertation on the basis of which a degree or award was conferred on an earlier occasion of this or any other candidate.
Date : Place :
relatives and friends. Dr. Entrepreneur for having granted me permission to do my study in their esteemed organization. Coimbatore for the facilities provided to me. which helped me for the completion of this project work. principal of Sri Ramakrishna Institute Of technology. I express my heartful thanks to my guide. Rajendran for being the source of inspiration for this project. Ajay. A. I am very glad to express my gratitude to the head of the department DR. inspiration and interest throughout the period of my study.R . RESHMI. I express my sincere thanks to DR. department of management. I wish to express my sincere thanks to Mr. Vani for her stimulating guidance and valuable suggestions. courage. Sri Ramakrishna Institute of Technology. I extend my thanks to staff members. R. Above all I thank almighty god for his blessings throughout my project work. for their suggestions and support to complete my project successfully. confidence.ACKNOWLEDGEMENT I express my profound and sincere thanks to almighty god who showered his blessings on me with physical strength. R. The acknowledgement would be incomplete if I fail to mention the encouragement and help provided by my loving family. Joseph Xavier.
iv. SWOT ANALYSIS CONCLUSION BIBILIOGRAPHY 7 9 11 14 14 15 33 37 40 40 . 5.1 Industry profile i. iii. ii.4 Finance service department 2.5 Advertising research 2. v.TABLE OF CONTENTS SL.1 Creative service department 2. 4.NO TITLE PAGE. 1 3 1.2 Company profile 2.NO ACKNOWLEDGEMENT TABLE OF CONTENT LIST OF FIGURES LIST OF TABLES ABSTRACT 1. Agency structure 2.3 Media department 2. INTRODUCTION 1.6 organizational functions 2.2 Account service department 2.7 Common software’s used 3.
NO TITLE PAGE NO 1. Role played by Media Zone 6 2. Process followed by Media Zone 27 .LIST OF FIGURES SL.
Table showing Rate card of Deccan Chronicle 23 4. Table showing Rate card of Dhina Thandhii 21 2.NO TITLE PAGE.NO 1. Table showing the Mobile Bill Structure 24 5. Table showing Rate card of Dhinakaran 22 3.LIST OF TABLES SL. Table showing price of bill boards 25 .
Media Zone is an advertising agency which provides all the types of advertising services to people. It also provides assistance for their clients in marketing their products. . It is situated at R. Ajay the owner of the agency. advertising buntings. M. Business practices followed in the agency and various functional departments were also understood. They create advertisements in news paper.S. The study was done by a direct interview method with the employees working there and also with Mr. As a part of curriculum a study was conducted on business practices of Media Zone. broachers. television. flyers and also outdoor advertisings.ABSTRACT Acquiring practical knowledge and skills is the main objective of summer internship training. It is also important in management studies. Media zone provides services which are cost effective and quality services.Puram.
Palmer opened the first American advertising agency. planning and handling advertising (and sometimes other forms of promotion) for its clients. An agency can also handle overall marketing and branding strategies and sales promotions for its clients.1. and is now part of the TMP Worldwide agency (UK and Ireland) under the brand TMP Reynell.1 Industry profile An advertising agency or ad agency is a service business dedicated to creating. in 1812. This remained a family business until 1993. . His use of larger distinctive fonts caused a sensation. as 'Reynell & Son'. ambrotypes and daguerreotypes. which today is the oldest American advertising agency. At that time all newspaper ads were set in agate and only agate. George Reynell. Another early advertising agent in London was Charles Barker. This agency placed ads produced by its clients in various newspapers produce "photographs. James Walter Thompson joined this firm in 1868. INTRODUCTION 1. Volney B. United Kingdom. In 1864. William James Carlton began selling advertising space in religious magazines. Thompson rapidly became their best salesman. an officer at the London Gazette. 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. His ads were the first whose typeface and fonts were distinct from the text of the publication and from that of other advertisements. purchasing the company in 1877 and renaming it the James Walter Thompson Company. and the firm he established traded as 'Barkers' until 2009 when it went into Administration. Realizing that he could sell more space if the company provided the service of developing content for advertisers. in Philadelphia in 1850. set up what is believed to be the first advertising agency in London.
advertising agency employment fell to just over 180.2 Company profile Media Zone is an ad agency started at 2001. 1. The economy decline prior to and exacerbated by the terrorist attacks of September 11. a. Each and every project receives the utmost care and attention.28 billion spent on advertising worldwide in 2001. Media Zone nurtures their projects from the ground up.Mr. not just a single designer. According the Advertising Age's 2002 Agency Report. the world's six largest advertising agencies accounted for over 65 percent of $39. But the advertising industry has suffered during the first years of the 2000s. radio. and television. integrity and intelligence. representing the largest decline since 1991.400 in 2002. M. graphics.000 in December 2002. art. 2001 has been sustained by the ongoing conflict with Iraq. such as periodicals. Clients receive the attention of their entire staff. The first is the production of advertising materials in the form of written copy. and video. He is credited as the "father of modern magazine advertising" in the US.Thompson hired writers and artists to form the first known Creative Department in an advertising agency. Ajay is the owner of the agency.400 in 2001 and 182. Vision Statement “To claim as the best advertising firm in India. audio. down from an average employment of 194. As an indicator of the softened demand for advertising services. Advertising agencies are primarily responsible for two functions. dedicated to serve our clients with creative solutions and innovative ideas through intensity.” . newspapers. The second is the strategic placement of the finished creative product in various media outlets.
c. Mission statement Mission of the company: To be India’s leading marketing firm which provides creative solutions coupled with innovative ideas to the clients. • To be known to the clients as a firm providing cost effective yet innovative marketing solutions. . the company seeks to enjoy a handsome profit out of the services. To obtain and sustain distinct competence through efficacy of customer service and enthusiasm towards our vision. Objectives • As no company can survive without financial resources and without enjoying any profit.b. • As the advertising market has already been saturated by many marketing companies so the primary objective is to introduce ourselves to the businessmen and obtain competitive place in market. sparks innovation and encourages talent. Positioning “To give your vision a route to success with creative solutions and innovative ideas in a cost effective manner” d. To be associated with clients as their ‘marketing partner’ by helping them achieve their marketing objectives. To be recognized as the firm which inspires creativity.
brand tracking and marketing analytics. As a company with a product or service to sell. a billboard or a television ad. a full page glossy. Their services include market insight and communications strategy. They help clients to understand what consumers are thinking and how they are spending their time. • To maintain friendly relations with clients by satisfying them with effective marketing solutions. if there is a company with a product. Whether it's a website. to media planning and buying. People are not going to beat a path to your door. and by enabling them to communicate with consumers at the right moments and in the best way. Role played Suppose.• To appear as a market challenger with creative solutions and innovative ideas. for example: • • For who is the product or service designed? Who would use it? . they create images that stick. through digital creative execution and website design and build. Making a positive impression is only half the battle in any advertising campaign. designing and making that item is only part of the battle. It may be a totally new product. The company has to seek a channel of communication. Around here they approach things differently. • To reach clients through effective promotions. e. The agency needs to consider. Media Zone prefers to say innovative. They help their clients to take a step further.
their interests. About the company and its product – and about competing companies and their product. The agency exist to help companies to communicate with the public. Market the company's product. expectations. needs.• • • • • • Who is the "target group"? What's special about the product? In what way is it distinct? Unique. wants. lifestyles. Many companies that design and produce products or offer services lack these specific capabilities. Company with a product or service Ad agency Media Public The process of advertising involves considerable specialized knowledge and expertise About people .their reach. their specific appeal. their effectiveness. About media . different? What's its "position" in relation to other similar products? What do you want to convey to the public about your product? How should your company contact the public? What medium should it use? Radio? TV? Newspapers? Magazines? Billboards? Bus/subway ads? Direct mail? Etc. . This is where advertising agencies fit in. • • How extensive a region should your company try to cover? How often? Communication and marketing decisions involve specialized expertise. preferences.
and the scripts for television or radio advertising. subheads and the body copy.1 Creative service department Media Zone has many experts in creative fields that provide quality. This is where ideas are born. The copywriter and the ideas man work together as a team. the advertising message.2. Creation of an ad is the responsibility of the copywriters and they decide how the ad should look. AGENCY STRUCTURE Media zone have five main departments. sound and music become an integrated function. The creative specialists are known as copywriters. Copywriters provide the text for print ads. In the process of interaction among these individuals emerges the advertising message in which the words and pictures and where necessary. This is the kingpin of the operational area developing out of the dialogue between the account service group and the client. and often they do prepare the rough layout of the print ad or the commercial story board. 2. the persuasive marketing communication created. They are also involved in deciding the basic theme of the advertising campaign. Graphic designers are responsible for the . To a large extent. the success of the ad agency depends upon the creative department responsible for the creation and execution of the advertisements. powerful enough to induce a purchase. professional services that conform to the standards of the industry. They are the ones who conceive ideas for the ads and write the headlines. The discipline of marketing has entered the field of creativity to give it a direction and purpose. This too is an area of teamwork. It is in the creative department that a marketing concept is given flesh and blood in the process of converting it into a communication concept.
positive features of the product advertised and extrapolate the benefits the consumer could expect to receive as a result of using the product. Graphic design is applied in communication design and fine art. Additionally. should prove to be eye-catching. graphic design is utilized in electronic media . to visual rough drafts. or promote a message. such as books. and the products (designs) such as creative solutions. . Print ads are attractive. Graphic designer involvement may range from verbally communicated ideas. through the development of this platform. In commercial art. and attention-getting. The advertising platform should draw upon specific. Like other forms of communication. There are varying degrees of graphic design. The art of graphic design embraces a range of cognitive skills and crafts including typography.The final advertising provided by the agency are fully developed and polished. imagery and multimedia compositions.often referred to as interactive design. to final production. graphic design often refers to both the process (designing) by which the communication is created. since the advent of computers. radio spots are focused and of high audio quality. informational.presentation of print ads. or multimedia design. Graphic design is traditionally applied to static media. and also provide the necessary images for whatever format advertisement is decided upon. which sets the theme and tone of the ad campaign. The campaign. Photographers and printers are based on contract for services. image development and page layout. The advertising that is remembered by consumers is that which stands out from the rest the advertising agency and specifically the creative services department's responsibility to provide this quality for their clients. magazines and brochures. Graphic designer Graphic design is a form of visual communication using text and/or images to present information. and in some way unique. Creative services are responsible for developing the advertising platform. memorable.
On a day-to-day basis. but usually not considered to be within the scope of graphic design unless the client is also a graphic designer. The Account Service team works closely with the client to map out their communications needs and define the role the agency can play in helping meet their business objectives.2 Account service department The other major department in ad agencies is account services or account management. In graphic design. soliciting business for the ad agency and determining what clients need and want the agency to do for them. Not all titles are required for every account and each is staffed according to its unique needs. "the essence is to give order to information. Account Service is ultimately responsible for ensuring that all agency work is effective and projects are completed on time within budget. form to ideas. In advertising art the ultimate objective is the sale of goods and services. Account service employees work directly with clients and potential clients. They are also charged with understanding the client’s business situation and representing those needs within the agency. expression and feeling to artifacts that document human experience. so that ads can be brought to bear on the correct problem. and sometimes the same benefactor or client. and setting timelines and budgets. The account . principles. practices and languages. this means creating agency teams to work on specific projects. After all. technical preparation and mass production are usually required. they share the same elements.client edits. 2. The account service. theories. communicating the agency opinion in formal points of view. They engage agency resources as appropriate and ensure all the work done for the client is suitable for their business and that projects run smoothly. presenting work. links between the ad agency and its clients.
This is one of the most important decisions since a significantly large part of the client’s money is spent on the media time and/or space. The next task is to make sure that the agency personnel produce the advertising to the client’s satisfaction. The account executive is responsible for getting approved the media schedules. The proliferation of media forms and the escalating cost of media time have brought a new focus to the Agency Media Department. Size and scale of the advertising is not important. marketing problems and advertising objectives. selects and contracts for media time or space that will be used to deliver the ad message. 2. What's in the mind is important.executive’s job requires high degree of diplomacy and tact as misunderstanding may lead to loss of an account. . The Media Department of an advertising agency is responsible for the planning and placement of advertising time and space. The staff analyses. but also the electronic media. The big bucks are not being spent on production. The biggest role of the account executive is keeping the agency ahead of the client through follow-up and communications. profit goals. budgets and rough ads or story boards from the client. The media department has acquired increasing importance in the agency’s business as large advertisers seem to be more inclined to consolidate media buying with one or few agencies thereby saving money and improving media efficiency. The responsibility of the agency’s media department is to develop a media plan to reach the target audience effectively in a cost effective manner. The account executive is mainly responsible to gain knowledge about the client’s business. they are being spent on broadcasting.3 Media department The media department has assumed major significance today with the proliferation of not only different types of print media.
The proliferation of the media and the specialization in relation to audience or readership that is taking place are also demanding of the advertising agency the best possible utilization of the available media.. As the advertisers face severe competition. would reach as many target consumers as possible at the lowest cost. etc. The Media Plan is formatted similar to a calendar. Plan effectiveness can be measured in many ways. Following are a few of the most important measures: Reach: what percentage of the target audience will be exposed to the ad? Frequency: how many times the average consumer in the target audience will be exposed to the advertisement.’ quantifies the percentage of the target audience that will be exposed to the ad more than three times.They determine how to best expose the creative message to the desired target. The result of their research and analysis is the Media Plan. and lays out when and where the advertisements will appear. Effective Reach: also referred to as ‘3+ reach. most effectively. while 90 per cent is spent on the media. even small tactical changes can result in big savings. The media buyer’s front-line experience often provides invaluable expertise on when and how to make these commitments. They determine what combination of TV. Even the most effective advertisement is ineffective if it does not . magazines. According to a rough estimate. 10 per cent of the advertising budget is spent on creating advertisements. radio. they are becoming more exacting in the demand for reaching out to the right consumer. They take the media plan recommended by the planners and negotiate its purchase as inexpensively as possible. This is an area important for both the advertiser and the advertising agency. As a client’s media budget can be quite large.
The agency maintains a bill record which is raised from each of the customers for the services they . listening audience figure for commercial radio stations etc. The recommendations are based on a careful assessment of the client's strategic requirements and the subsequent matching against these of the various available media forms. In the process there is great reliance on research and the known strengths and weaknesses of various media.reach the right potential consumer. They are a vast array of choice. There are thousands of brands to advertise the work is challenging. This department recommends media and media vehicles that in the agency's opinion best fulfill the client's marketing and advertising objectives. It is from this 90 per cent of the advertising budget that the advertising agency realizes its major income. The final media plan will present a carefully thought out recommendation that delivers the right target group. 2. Media planners have access to up-to-date information about each advertising medium. It is though the selection of the right media that a good media department can save large advertisers money as well as give credibility. This includes the relationship and circulation figures for news papers and magazines. They are also aware of the various locations for hoarding and billboards. at the right time.4 Finance service department The agency is in the business of providing services and must be managed that way. with the right number of messages. Functions of the Media Department The Media Department is responsible for the preparation and the actual presentation of the media plan. in the right place. viewing figures for different times of the day.
They maintain the salary and attendance record. The research department will be able to provide clients with some details about the prospective audience of the final advertising campaign. as well as information about the market for the product being advertised. typographers and others to complete the finished ad. The agencies do not actually produce the finished ads. engravers. This should include specific market research which leads to a much focused ad campaign. 2. 2. photographers. instead they hire printers. Continuous ad tracking are competing examples of posttesting advertising research types. It entails numerous forms of research which employ different methodologies.provided. with advertising directed to the ideal target audience. Marketing a. And they also maintain a record of receipts from various media and from printers. Segmentation . Advertising research includes pre-testing (also known as copy testing) and post-testing of ads and/or campaigns—pre-testing is done before an ad airs to gauge how well it will perform and post-testing is done after an ad airs to determine the in-market impact of the ad or campaign on the consumer.5 Advertising research Advertising research is a specialized form of research that works to improve the effectiveness and efficiency of advertising. The production department hires an outside director to transform the creative concept to a commercial.5 Organizational functions I.
2. High-growth small business sectors include high-tech and computer retail. money. and require familiarity with news paper. time consuming.growth sectors The top 10 industries that purchase radio include: retail. hotel. travel. • • • • • • Banks Telecom companies FMCG’s Media (radio and TV channels) Political Parties (in election period) Others services providers Any small or medium sized company or a business company is spending Rs 5 million and more on its advertising b. and data impoverished and are in a growth phase. entertainment. new businesses. and snack sectors. automotive. . The agency provides the most value to the buyers who are time.Basically their market is all the business operating in India but for convenience they divide it into following segments. real estate.) Industries that advertise on the news paper. and the consumer service industry.) High. Because the decision-making tools that support newspaper advertising purchases are currently costly. Target market Small Businesses The agency targets a cross section of small business segments that represent 1. media. business and consumer service. food. computer.
• Flyer: A single page leaflet with graphical designs to reach your brand audience • Buntings: Colorful buntings with brand names printed on them usually on sales points. POS (Point of sale) For pos the agency designs the following. • X. Marketing mix A.c. Product The agency mainly deals in two categories of marketing solutions. To make sale points more attractive with buntings with exciting designs. ATL (Above the line marketing)/Creative BTL (Below the line marketing)/Outdoor ATL/Creative As ATL involves creativity and designing so the agency provide following kind of solutions for above the line marketing. 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 .
Mobile billboards .The other way to make people aware of the product is billboards. Billboards Even if the ad in television and radio channels are not noticed by the people . • • Permanent billboards Rotary billboards In permanent billboard. in outdoor advertising offered i. Through outdoor advertising you can reach the brand audience more than any of the medium of advertising. and they in offer rotary permanent billboards location penetrate of billboard different with market permanent structure. with same displays.• • • • Signboards Pole sign Hanging flag Brochures : Creatively designed brochures and business cards for business meetings and Personal sales offices BTL/Outdoor Outdoor advertising has always been good medium to convey brand messages to the mass audience. The billboards are further divided into two main categories.
Most of the people notice ads shown on the sides of vans. Mobile tri-vision Mobile video billboards By using mobile tri vision and mobile video billboards the customers not only watch the ads but also get the message delivered by the client. And nearly half of them said that they would look closely at such ads Most of the respondents could recall the advertisement days later. . The billboards have now transformed into roaming billboards. Services offered by Media Zone also include: o Advertising campaign operations o o Fuel Tolls o Uniformed drivers (client supplied) o Product or literature distribution (additional charges apply) o Illuminated Billboards o Route scheduling (routes determined by client) o Event management o o Transit ads Wall scapes. Vans are well capable of driving more than 20 km a day ensuring that more and more customers get to watch the ads. They offer mobile billboards with the van carrying product message wherever client want from designated routes offered.
Price Prices have always been a point of discussion and negotiation among the agency and its clients. The charges for other services depend of the kind of the service they provided and often the price can be negotiated. B.ii. including the media. It also helps in outdoor marketing. reaching more and more people iii. Then it would secure the bills from all the outside service organizations. The In some special occasions discounts are given to clients. They also provide best services for the cost provided by the clients. every month and prepare bills for the client. slogan or other message. logo. The agency also charges service charge from their clients. Streamers Usually used in campaigns and at the time of launching a new product. After the execution of the advertisement the actual appearance of the advertisement is checked at the right time as scheduled by the agency and whether properly reproduced. The price for news paper advertising is calculated based on the rate cards provided by the news paper: . The agency charges a commission of 15% for news paper advertisements. The price offered to the kind is affordable the clients and when compared to the other advertising agencies it will be less. As discussed in mission and vision statements the agency tries to provide cost effective services to their clients that means that the prices of the services will be quite lower than the other advertising agencies operating in India. Banners A banner is a flag or other piece of cloth with a symbol.
7. 15.CM Sundays (R. 6. 9. 2. Chennai Madurai Dindigul Trichy Tanjore Coimbatore Erode Salem Tirunelveli Nagercoil Vellore Cuddalore Pondicherry Bangalore Mumbai 452 65 34 54 54 89 35 65 57 44 44 37 40 52 46 498 71 36 58 58 97 39 73 59 47 49 39 43 59 53 . 5.s) SQ. 4. 12. 3.Daily thanthi Advertisement rate revision for 2010-2011. 13. 10. 8. 14.S) SQ. Effective first April 2010 Sl.CM 1. 11. no Editions Week days (R.
the ad will be billed for the page height) .2010 Edition CHEENAI COIMBATORE MADURAI TRICHY SALEM VELLORE TIRUNELVELI NAGERCOIL PONDICHERRY BANGALORE MUMBAI DELHI ALL EDITIONS FRONT PAGE : 100% EXTRA COLOUR THIRD PAGE BACK PAGE : 100% EXTRA : 25% EXTRA : 50% EXTRA Display rates per SQ.4.Dinakaran advertising rates effective 1. Minimum height: 3cm Minimum height: 51 cm Full page advertisement 33 cm (width)* 51 cm (height) (If ad height is more than 46 cm.CM (B&W) (IN RUPEES) 384 105 110 92 60 49 46 30 70 40 65 53 1049 Height of column: 51 cm Minimum size acceptable: 4cm (width) *3cm (height) Minimum width: 4c cm.
6.2010 Rates in R. and Andhra Bhoomi from 1. the Asian Age. Financial Chronicle. applicable from 1. the ad will be billed at the page width Advertising rates of Deccan Chronicle.6.s per Square Centimeter.(If ad width is greater than 29 cm.2010 Inside page Black and white Deccan chronicle Dc all edition DC-Bang +Chn +Hyd AP editions Hyderabad Chennai Bangalore Vijayawada Vishakapatanam Karimnagar Nellore Ananthapur Rajahmundry 3090 2640 2670 2190 1020 810 425 425 425 360 425 425 Inside page color Front page Beck page Navigator (Panel below front page masthead) 3810 3000 2820 2310 1110 840 510 510 510 425 510 510 6600 5310 4830 3960 1950 1470 870 870 870 720 870 870 5370 4290 3930 3240 1530 1170 690 690 690 600 690 690 9900 8010 7230 5940 2910 2190 1290 1290 1290 1080 1290 1290 Display/Tender/Political/Financial/Notice .Guaranteed page and position premium .
cm @ Rs.7.00 16.900.2010 (Friday) Dinakaran (any page) Trichy Edition 5*12 Sq.2010 16.cm Rs.15.Page 3 : 30%extra respective rates Page 5: 25% extra on respective rates Page 3 top of column: 30%+25%extra on respective rates Any specified page: 25% extra on respective rataes Any specified page and position(other than page 3 and 5): 40%extra on respective rate Model bill structure for a news paper add M/s Sai Institute of Management 1168 Coimbatore 24. 63/Sq. 107/Sq.7.3.cm 60 Sq.cm 60 Sq.780. 16.5. (Friday) 3.6. 95/Sq.00 Rs.cm 60 Sq.00 Rs.cm @ Rs.420.cm Billboards The costs for billboards depend on the following factors: • Size of billboard • Location . (Friday) Dinakaran (any page) salem Edition 5*12 Sq.2010 1.2010 Dinakaran (any page) Coimbatore Edition 5*12 Sq.7.700.cm @ Rs.cm 2.7.00 Rs.
500/day 16. 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 C.000/day Negotiable Negotiable Discounted rates for repeat customers3 days 16. Mobile Billboards For a standard route we offer following prices Length of contract 18. we will be using only print media and outdoor advertising.e. 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. • Times of India • The Hindu • Indian Express • Dhinathandhi . We will publish our advertisement in popular newspapers and magazines of Tamil nadu and other states like.000/day 10 days 30 days 2 months 6 months Rates 17500/day 16.• Billboard type (i.500/day Negotiable Negotiable Negotiable Campaign rates may also vary in accordance with geographical locations Fees or special permits may apply Production costs vary according to your graphic requirements.000/day 15. Promotion For promotion. rotary.
matriculation School Pencil Animation Sri Mahalakshmi Tax . Sri Venkateshwara College Alpha Institute of management R.• Dhinamalar • Dhinakaran D. People People at Media Zone comprise of: Copywriters Graphic designers accounts manager Skilled labors Uniformed Drivers Other staff Clients A partial client list is reproduced below.J.
.E. Process For creative our process flows as follows.
Introduction of the services to the client Client briefing about product or services Brief discussion with creative people Media work begins Creative work begins Proposal presented to the clients Discussion with team Clients approval Printing and output presented to the client Final display of ad campaign .
Finance 1) Agency Compensation Commission and fees methods The revenue of advertising agency is derived from commission and fees.II. . plus reimbursement for advertising production costs. It charges a commission of 10% or 15% on total billings for their services. The commission comes from the media in which a client firm’s advertising is placed rather than from the firm.
An advertiser is billed by its agency for the full cost of advertising space used in the media. rather than a commission. The profit of the agency declines because they were forced by competition to perform more and more services without additional compensation.000 per quarter per person to capture commissions and also expenses include salesperson for travel and living costs to account for the substantial travel associated . for services rendered. Then. Creative Boutiques on the other hand. Moreover. this commission must cover most expenses of operating the agency. The agency receives the same compensation. The agency’s revenue then is primarily the difference between what it bills clients and what it pays to media. charge a fee. 2) Non-Direct Costs Sales and Marketing The biggest expenses of the agency are the sales and marketing costs. There is a straight commission system. whether they placed extra expenses of creating ten different magazines or had the extra expense of creating ten ads. For the sales force. These are the critical elements to grab and ultimately maintain the lead over our competition. the media bill the agency for the full cost of space less the commission (any early payment discount is passed back to the client). In fact the media are paying the agency commission through a reduction in its billing to the agency.client relationship to the advantage of the client. who bought much media time and space. so that a client is actually paying for the full service offering. felt that they were paying too much. The movement toward a fee system will change the agency. for advertisers will be better able to buy only those services that they need from agencies. they projected 10. Large advertisers.
50. others in the fine arts. Human resource The agency generally asks for a degree in communication. Hence the employee growth plan forecast assumes a conservative growth for the financial services organization. collection.25. Fund transfer would be done through cash or cheque applications. Financial Services The financial services expense takes into consideration the staffing costs to support billing. The major portion of our marketing expense includes advertising and paid promotions. etc. Keeping in mind all the campaign which run these days the staff is recruited and directed to the requirements of such campaigns. III. Other expenses include general office costs such as supplies. production. Administrative costs include receptionist and administrative assistants. 000 per quarter per person including salary.s. Human Resources & Other Expenses The agency projected expenses R.with covering the geographical disperse areas. drinks. and internal reporting. 000 per quarter per person for the financial services group that would include salary..s. And also experience in the advertising field. . The agency project R. Recruitment and selection: People at Media Zone are recruited as per the requirements of the campaigns.
• • HTML. and accept blame for bad work. In Design.Employees are selected mainly through reference and rarely through news paper advertisements. Must be able to manage the creative team from concept to completion of the projects with strong leadership. . Flash. Prepared to share credit for good work. PHP and other Web experience is quickly becoming required of copywriters. work on schedule and meet client's advertising expectations. PowerPoint and other programs usually required to apply. Solid background in copywriting and/or design. Equally good at package goods and other kinds of accounts Well versed in graphics and photography. A hard worker and fast. An efficient administrator & Research minded.Media Zone Ad Agency has worked with a wide variety of clients in many different industries ranging from Education to Motion Picture Production. • • • • • • • • • A good psychologist. Candidates who are eligible are with a degree with visual communication and with one or two year’s experience. • Knowledge of each step of an ad campaign's process to give creative’s direction. A good presenter. Special Skills required for copywriters: • • • • Ability of creative’s. QuarkXPress. Illustrator. Capable of strategic thinking – ‘positioning’ and all that. Travel sometimes required. Willing and able to set high standards. And also candidates who are specialized in MBA marketing are preferred . Experience with Photoshop.
promotions (which may include also “offering assistants in carrying out activities"). "the belonging to the agency spirit"). • • • Creation of a distinct organizational identity (e. “stress free. Through news papers ads. the interview each candidate and. “very open and friendly”.. The selection has one step. “past performance”. justified in a field as competitive as it is advertising "good knowledge in the field”. weekly tennis games. “technical skills”. Offering opportunities for professional development (“as a tool for development and performance”). Counter Strike championships or bowling weekend“).e. he realizes if he is the right person and if he wants to work with that person”. and ambition and determination. through recommendations. Qualities that agencies want to prospective employees is the spirit of initiative and spontaneity. . easy”. Recognition and appreciation of merits. after a free discussion of 5-10 minutes with him. encouraging of employees. Motivation of employees: • Providing a work environment "comfortable and pleasant”. he read him. offering trainings. giving new responsibilities.g.Methods used to recruit candidates for selection are: Turning circle of individuals and organizations in entourage of company i. in order to build strong relations team. as a reflection of creative nonconformist minds. “education”. feature at which contributes to a large extent also the organization of team buildings ("exits in the city.
in addition to Adobe Acrobat. film and the Web. Photoshop is available for Microsoft Windows. or simply Photoshop. a. textures and so on for television. Adobe Premiere. and Mac OS. provide non-linear editing and special effects services such as backgrounds. under various forms: "fair salary” IV. can be exported to and from Adobe Image Ready. also financial motivation means. is one of the best-known pieces of software produced by Adobe Systems. Mac OS X. Adobe Flash . Common software’s used a) Adobe Photoshop Adobe Photoshop. Files in Photoshop's native format. Adobe Illustrator.PSD. versions up to Photoshop 9. and.0 can also be used with other operating systems such as Linux using software such as Cross over Office.• To these there are added. After Effects and Adobe Encore DVD to make professional standard DVDs. It is the current market leader for commercial bitmap and image manipulation. not least. is a graphics editor developed and published by Adobe Systems. animation and authoring. Photoshop also has strong ties with other Adobe software for media editing. . It is considered the industry standard in most jobs related to the use of visual elements.
but in contemporary colloquial terms "Flash" can refer to the authoring environment. traditionally called "Flash movies". various web-page components. the Flash files. b. Inc. to integrate video into web pages. systems. to develop rich Internet applications. QuarkXPress QuarkXPress is a page layout application for Mac OS X and Windows.Adobe Flash (formerly Macromedia Flash and before that Future Splash Animator). The first version of QuarkXPress was released in 1987. The Flash files. developed and distributed by Adobe Systems (which bought Macromedia in 2005). or simply Flash. games and movies). a scripting language called Action Script and bidirectional streaming of audio and video. have a swift file extension and may be an object of a web page. The Flash Player.. the player or the application files. several software products. and devices are able to create or display Flash. and more recently. . Flash is commonly used to create animation. produced by Quark. refers to both the Adobe Flash Player and to a multimedia authoring program used to create content for the Adobe Engagement Platform (such as web applications. advertisements. a self-executing Flash movie. is a client application available in most dominant web browsers. Adobe Flash is an integrated development environment (IDE) while Flash Player is a virtual machine used to run. Since its introduction in 1996.Quark can be seen as one of the founders of Desktop Publishing (beside Adobe Systems and Apple Computer).. Strictly speaking. or parse. strictly "played" in a standalone Flash Player. It features support for vector and raster graphics. Flash technology has become a popular method for adding animation and interactivity to web pages. or incorporated into a Projector.
It is also the name of Corel's Graphics Suite. Trace became integrated inside Draw under the name Power TRACE. The biggest improvement with Core DRAW over other graphic software programs is its ability to edit bitmaps. Chamfer/Fillet/Scallop/Emboss tool. Microsoft Publisher c. The current version is X3 (actually version 13). Corel DRAW differentiates itself from its competitors in a number of ways. rather than just a vector graphics program. were the first examples of a developer allowing others to create software add-ons for their application. Xtensions. named X3 (actually version 13). the package consistently includes a large collection of fonts and clip art.QuarkXPress early on incorporated an innovative application programming interface called XTensions which allows third-party developers to create custom add. Image Adjustment Lab. Its latest version. Smart fill tool.on features to the desktop application. A full range of editing tools allow the user to adjust contrast. Its new features include -. Second. Canada. change the format from RGB to CMYK.'s other notable product is "QuarkXPress Passport". along with Apple Computer's Hypercard. . Although similar to desktop publishing applications for the home and small office market such as Adobe PageMaker. Beside QuarkXPress. hyphenation and spellchecking. Quark Inc. was released in January 2006. released in January 2006. which is QuarkXPress with the added ability to use multiple language UI.Double click Crop tool (the first one able to crop groups of vectors and bitmap images). Corel DRAW Corel DRAW is a vector graphics editor developed and marketed by Corel Corporation of Ottawa. color balance. Introduced in 1989. The first is its positioning as a graphics suite.
opening the bitmap directly from Corel DRAW and returning to the program after saving. develop and optimize products. but it is also used throughout the engineering process from conceptual design and layout of products. from small residential types (houses) to the largest commercial and industrial structures (hospitals and factories). 3. Further. Strengths: The agency first understands the requirements of its customer and gets a complete profile about the product or the service to be advertised from them. through strength and dynamic analysis of assemblies to definition of manufacturing methods of components.add special effects such as Vignettes and special borders to bitmaps. SWOT ANALYSIS i. d. saving a lot of time on their drawings. Corel DRAW's chief competitor is Adobe Illustrator. CAD has become an especially important technology with benefits. such as lower product development costs and a greatly shortened design cycle. Computer-aided design (CAD) CAD is used to design. CAD is also used in the drafting and design of all types of buildings. Bitmaps can also be edited more extensively using Corel Photo Paint. print it out and save it for future editing. because CAD enables designers to layout and develops their work on screen. which can be goods used by end consumers or intermediate goods used in other products. CAD is also extensively used in the design of tools and machinery used in the manufacture of components. CAD is mainly used for detailed engineering of 3D models and/or 2D drawings of physical components. it makes a complete .
Media Zone does not make adequate attempts to update its services. Hence. Next. as far as client servicing is concerned. ii. it’s not a no-win no-lose situation for both of them but is entirely a winners’ outcome. the agency has also failed to make any renowned celebrity from the fields of . On the basis of such a study made about the product. it’s a thorough professional approach wherein the client is rest assured about the benefits he is going to reap from the seeds he is planning to sow in the field of advertisement. its target audience and the psycho-analysis of the creator as well as its creation. is not able to expand its paraphernalia. it is over-dependent on its staff. the agency also makes an assessment of the requirements of the client. the agency then selects the type of media which is the most appropriate one in terms of the cost constraints laid down by the client and accordingly intimate the client about the cost-benefit ratio of the entire exercise. Weakness: Media Zone is facing a major problem of Time Management i.assessment of such a product or service. the quality and the efficiency of its human resources always causes some sort of a problem in making and implementing fast decisions. Ultimately. Continuing on these lines. Secondly. going to derive out of every such assignment. Finally. cost constraints etc. their budget. Lack of creativity is also a major backdrop in its success story. So. last but not the least. This is the main reason why this organization though reputed. its marketability and its commercial value. based on the representations and the explanations given by its client in terms of the life of the product.e. the agency makes an estimate of the benefits. both monetary as well as non-monetary which it is subsequently in the long run.
CONCLUSION The main objective of the organizational study. Media Zone can overcome its problems of Time Management and slow decision making. well-organized and aware of their requirements. Instead of having too many heads with different contents in them. it can always go for quality staff. Hence. iv. politics or business as its brand ambassador as other reputed agencies in this world are in a practice of doing. The training at Media zone was fruitful in . Opportunities: There is a tremendous scope for diversifying its paraphernalia as currently Media Zone is just specializing in one particular media. Secondly. Media Zone can also concentrate on making some of the eminent personalities as its Brand Ambassador. That is to say. iii. Another major threat to the growth and development of Media Zone is its over-dependence on news paper Media. by recruiting and taking more benefits from services of professionals in this field. Threats: The agency also does not make a SWOT analysis of its clients at the time of taking an assignment. there is a definite threat on its future existence. the agency fails to create a long-lasting and huge appeal for the products of its clients amongst the masses. sports.cinema. This also exposes it to a major threat of losing its own ground in its field as not many of its clients are too reputed. 4. they have not taken too many efforts of diversification and growth into other media. If it continues to do so on these lines it can lead to more aggressive response for its clients’ products and services. It is quite understandable that in today’s world to remain sellable in the market they have to keep on diversifying into other fields which this agency is not very much keen in today. to understand the organization’s functions and activities is vital for a management student.
Belch and Michael A. George. www.gaining a practical hand on experience understanding the functions of the advertising agency and also helped me to part of the agency and to know about its functions. 3. S. H. 2. H. Batra. Advertising and Sales promotion.com .google. 5. Kazmi and Satish. Belch. E. BIBLIOGRAPHY 1. Advertising and Promotion. K.
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