1. 1. Introduction
1.1 Introduction
Advertising is any paid form of non-personal communication about an
organization, product, service, or idea by an identified sponsor. Advertising
Agency is a firm that specializes in the creation, production, and placement
of advertising messages and may provide other services that facilitate the
marketing communications process. An ad agency is a service organization
that specializes in planning and executing advertising programs for its
clients. Many of the advertising organizations and major agencies have been
acquiring companies specializing in areas such as interactive
communications, public relations, direct marketing and sales promotion so
that they can offer their clients an ever broader range of integrated marketing
communication services. The advertisers or clients are the key participants in
the process. They have the products, service, or causes to be marketed, and
they provide the funds that pay for advertising and promotions. Many
organizations use an advertising agency, an outside firm that specializes in
the creation, production, and/or placement of the communications message
and that may provide other services to facilitate the marketing and
promotions process. Media organizations are another major participant in the
advertising and promotions process. The primary function of most media is
to provide information or entertainment to their subscribers, viewers, or
readers. But from the perspective of the promotional planner, the purpose of
media is to provide an environment for the firm's marketing communications
message. The media must have editorial or program content that attracts
consumers so that advertisers and their agencies will want to buy time of
space with them. While the media perform many other functions that help
advertisers understand their markets and their customer, a medium's primary

2. objective is to sell itself as a way for companies to reach their target markets
with their message effectively. The tusk of purchasing advertising media has
grown more complex as specialized media proliferate, so media buying
services have found a niche by specializing in the analysis and purchase of
advertising time and space. Some media buying services do help advertisers
plan their media strategies. Because media buying services purchase such
large amount of time and space, they receive large discounts and can save
the small agency of client money on media purchases. Media buying services
are paid a fee or commission for their work.
1.2 Objectives
Several objectives were developed around with the survey was designed and
conducted. This includes:
1. To identify the category of the ad agency.
2. To understand the activities of the ad agency.
3. To know about the clients of this agency.
4. To identify their revenue position.
5. To know their general activities.
6. Preparing this report I get a practical knowledge about employees
attitude belong with job satisfaction and report writing.

3. 1.3 Methodology
Under methodology have a work of data collection and data analysis.
1.3.1 Data Collection
Data collection is the first tusk of the methodology. Data is collected from
several data sources. There are two sources to collect data. They are-
Primary data; and
Secondary data.
For preparing this report I use both primary and secondary data. As primary
data I collect information from the Ad Sign about their activities. I make
questionnaire and take the interview from the Managing Director of the
organization. And secondary data is collected from the organizations profile
and website. An observation of two types of data and making a summary I
prepare this report.
1.3.2 Data Analysis
The information gathered from the surveys was analyzed based on the
information gather from interview. Then I find the various activities of the
particular ad agency and its market position.

4. 1.4 Scope of Study
The study is very relevant and significant for developing and understanding
the activities of an ad agency in the country, particularly for Ad Sign. This
study will provide the knowledge of how an ad agency work for an
advertisement and what are their rules and regulation. This report is made on
the help of the managing director the Ad Sign.
1.5 Limitation
Aim of the study is to understand the activity of ad agency. In doing so, I
have in counted some problems and hindrances that can be mentioned below.
1. Limitation of time was one of the most important factors that
languished the present study. The program allotted only 4 weeks for
the entire study, which disabled many opportunities for a
comprehensive study.
2. The study was limited by the size of the sample.
3. The information’s that were collected for this purpose were mainly
primary in nature. Lack of proper secondary and correctness of data
was a problem to arrange information in a large extent.
4. There is a big problem to gather primary data. Various organization
was not agreed to give the various information about the behavior of
the employees.
5. We have not enough facility to go to other competitors organization
for evaluate the position of the company.

5. 2. Organization Overview
2.1 PROFILE OF THE ORGANIZATION
Name of Agency : Ad Sign
Operational Headquarter : 81, Siddeswari Circular Road,
Dhaka-1217, Bangladesh.
Contact Number : 9356260, 933833, 9350577
Mobile : 01711527544
Fax : 880-2-8356422
E-mail : adsign@dhaka.net,
adsign_mcl@yahoo.com
Web site : www.adsignbd.com
Year of Establishment : 1988
Commercial Production : 1989
Status : Sole Propritorship
Business Lines : Media Buying and Creative
Advertise Service
Net Turnover on Revenue 2005 (Taka) : 30 million
Position in Govt. Satellite Channel : 7th
Number of Employees : 20

6. 2.2 Organogram of AD Sign
Managing Director
Executive
(Creative
Services)
Executive
(Account
Services)
Executive
(Marketing
Services)
Executive
(Management
& Finance)
TV Production Print
Production
Design
Manager Media Research Administration
Office
Management
Accounting
Personal
ManagerStaff

7. 2.3 Overall Performance of the Agency
This agency is work both in media buying and creative advertise service.
First they are starting with creative advertising service. After success in this
line beside they started as a media buyer of different ad and for different
Drama. But now a day media buying service is main work of the agency.
They are a most common ad agency in BTV for media booking for
advertisement in Drama, for Drama and different Program.
AD Sign started its venture’s back in the 4th of April 1989 and got its BTV
Enlistment on the same year. Baly Keds was the first TV commercial made
by AD Sign which also planned the media for The Baly Group. Rajdoot
Motorcycle’s TV commercial and media booking was next in 1990. AD Sign
also made the pavilion at the Dhaka international trade fair for Baly Keds in
1991.
Some of the other TV commercials done by AD Sign includes Rumana
paint’s in 1991, Pailac paint’s in 1992, and The Shetal Department Store in
1993.
The new campaign for Baly Keds came up again in 1995. Remi Cosmetics
was next in line for the making of a TV commercial and a media booking by
AD Sign. Another TV commercial was done for Baly Keds in 1996. AD
Sign also came up with a package program in the year 2000 with the Drama
“Rafiqer Prothasa”. The package program has continued to this date on BTV
as well as on all the other Bangla satellite channels. AD Sign also got the
exclusive rights on Bangladesh television for telecasting the triangular

8. cricket tournament in 2004 between Pakistan, Zimbabwe, and Sri Lanka.
This was held in Lahore Pakistan. Ad Sign also did the media sales for this
event.
The Natwest series was the big cricket event held in England in June 2005.
AD Sign got the exclusive telecasting and media sales rights on Bangladesh
television for this event as well. The Bangladesh national cricket team
acquired a historic win against the world champions Australia in one of the
matches held at the Natwest series. AD Sign also participated in the Indian
Idol concert as the co-sponsor, which was held in Dhaka Sheraton Hotel in
July 2005.
The First campaign for Suresh mustered oil of Annapurna Oil Mills Ltd.
came up in 2006 by AD Sign. Another creative advertising was done for RK
group in their Arona Vita-C advertise in 2006 by AD Sign.

9. 3. Analysis
3.1 Analysis of the survey
Category of the Agency
AD Sign is a small one ad agency. It work is expanded on broadcast media.
Basically it is a media buying agency, beside it they do some creating work
such as advertise making on different product. They also booked media for
different advertise and drama. They also did the media sales for some event
like various cricket tournament. It also works on print media as space
booking and creating advertisement.
Including of the Agency
AD Sign have four (4) account executives for handling its different
department. It have no personal Script writer, when need arises then they
hire Script writer. The managing director of the agency is own-self media
analyst. They also have designer for design section and some staff under
office management.
Budget Determination
They determine their budget based on the nature of advertises, party and
viewers of advertises. If the advertise includes large area such as for both
town and village, then the budget is higher. If the advertise have small area
for attraction that have a short budget. For media booking they fixed their

10. budget according the pulse of time, and also the effectiveness of the program
to viewers.
Selection of Artist
The artist for creative advertise are selected based on the company demand
and budget of advertises. Sometime they also select artist according the
demand ability of the artist.
Social Relationship with client
The agency has a positive social relation with their client. Good social
relations with client make an effective communication and continue
agreement for next project. For competing with other agency they must need
a powerful relation with their major and existing clients.
Copy writes System
The Creative services department is responsible for the creation and
execution of advertisement. AD Sign have the copy writes under the
government of Bangladesh for the creative advertisement.

11. General Activities of Selecting Client
AD Sign also have some general activities for selecting their client. They are
as follows-
• Patent of their client,
• Patent of Government rules,
• Payment on project,
• Government Policy for ad making,
• Satellite Policy for ad making ,
• Legality of client's product,
• Legal issue including media booking, etc.
Turnover Position
AD Sign have a good position in their revenue sector. In 2005, from media
booking and creative advertising the agency earn Tk 30 million of revenue
only from BTV. The agency is in the 7th position of BTV clients. They also
work in various private satellite channels.

12. 3.2 Major Clients of the Agency
The major clients of AD Sign are listed in billow-
1. Baly Group
2. Remi Cosmetics
3. Pailac Paints
4. Romana Paints
5. Honeymoon Tailors
6. Rajdoot Motorcycles
7. Banglalink GSM
8. Unilever Bangladesh Ltd
9. R.K. Group
10.Annapurna Oil Mills Ltd.
AD Sign got the exclusive rights on Bangladesh television for telecasting the
triangular cricket tournament in 2004 between Pakistan, Zimbabwe, and Sri
Lanka.
The Natwest series was the big cricket event held in England in June 2005.It
also got the exclusive telecasting and media sales rights on Bangladesh
television for this event as well.
AD Sign also participated in the Indian Idol concert as the co-sponsor, which
was held in Dhaka Sheraton Hotel in July 2005.

13. 4. Conclusion
4.1 Recommendation
From analysis the overall study I find that different advertising agency
playing different role in marketing and promotion. AD Sign is a form of
basically media buyer ad agency performs in both Public and Private
Satellite network as media booker of various advertise, drama and also
event. They also provide some creative service for their clients. They also
have a fixed budget determination system for advertises of client. The
agency has a powerful social relation with its clients. It has a good position
in its revenue sector. The greater portion of their earning is come from media
booking. They have a good position in BTV as a media booking. Basically
they use broad-cast media for making advertise and media buying. They
have a small involvement in print media.

14. 4.2 Reference
1. Advertising and Promotion, by- George E.Belch & Michael A.
Bealch.
2. Marketing Promotion, by- Philip Kotler.
3. Mr. Md. Zahirul Islam, Managing Director, Ad Sign.
4. www.adsignbd.com
5. Internet

15. Page - I
Letter of Transmission
January 10, 2007
Mrs. Rahnuma Zahir Tarafder
Faculty of School of Business Administration
The People’s University of Bangladesh
3/2, Asad Avenue, Mohammadpur
Dhaka-1207
Subject : Submission of "Activities of Ad Agency (Specially on AD Sign)".
Respected Madam
I am the student of 13th
batch of The Peoples University of Bangladesh, would like to
thank you for assigning me this assignment for the course, Marketing Promotion (455).
This assignment has given me the opportunity to gather knowledge about activities of an
ad agency in context of Bangladesh and expand my knowledge thereby.
The report contains a comprehensive study on the activities of an ad agency. At last I
have provided some key findings derived from my analysis, and suggested some
recommendations.
I have been submitted this report for your kind perusal and sympathetic consideration.
With regards,
I remain Madam
Yours Obediently
(Ms. Suraya Bintey Zaman)
Roll No. 1601
13th
Batch, 8th
semester

16. Page - II
Acknowledgement
First of all, I am memorizing most respectfully the name of ALMIGHTY ALLAH
who makes me able to successfully complete the Assignment of 8th
semester.
Successful completion of this assignment requires massive cooperation from
various persons. This report could never been completed without the help of
some helpful and cooperative persons, and accommodating authorities. I
would like to state the names of some of those supportive bodies.
At first I would like to sincere thanks and gratitude to the Hon’ble Chairman of
School of Business Administration, Dr. Mahboob Ali for extension of his
cooperation of issued a request latter to the organization.
I would like to express my deepest gratitude and respect to our course lecturer
Mrs. Rehnuma Zahir Tarafder, School of Business Administration, for her
valuable supervision for designing, shaping, inspiration and developing throughout
the overall task. Because, a lot of insights and knowledge I have put a used to the
material covered to this report, I heartiness and gathered from vigorous instruction.
I also thank to the head of the organization, Mr. Md. Zahirul Islam, Managing
Director of AD Sign for giving me various relevant information, which is most
necessary for completing this report.
I am also grateful to those persons who extended their cooperation in providing
information regarding the study.

17. Page - III
Executive Summary
Advertising is any paid form of non-personal communication about an
organization, product, service, or idea by an identified sponsor. Advertising
Agency is a firm that specializes in the creation, production, and placement
of advertising messages and may provide other services that facilitate the
marketing communications process. An ad agency is a service organization
that specializes in planning and executing advertising programs for its
clients. Many of the advertising organizations and major agencies have been
acquiring companies specializing in areas such as interactive
communications, public relations, direct marketing and sales promotion so
that they can offer their clients an ever broader range of integrated marketing
communication services.
In the survey I am trying to find the activities of an advertising agency. I
visited the Organization, namely, AD Sign and take personal interview from
the Managing Director of the agency.
From the overall survey I see that they are basically media buying agency.
They also provide the creative service for their major clients. They provide
media buying service for various advertisement, drama and event. They also
involve with the advertisement of various tournaments and also participated
in the Indian Idol concert as the co-sponsor, in Dhaka Sheraton Hotel in July
2005. The agency has a good turnover in last year, and major portion of
return is come from providing media buying services in BTV and other
private Satellite channels.