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INTRODUCTION
TO
ADVERTISING AND MARKETING COMMUNICATION
MARKETING COMMUNICATION
Marketing communication (MarCom) is a fundamental and complex part of a company’s marketing efforts. Loosely defined, MarCom can be described as all the messages and media you deploy to communicate with the market.
Marketing communication includes advertising, direct marketing, branding, packaging, your online presence, printed materials, PR activities, sales presentations, sponsorships, trade show appearances and more.
Marketing communication has two objectives. One is to create and sustain demand and preference for the product. The other is to shorten the sales cycle.

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  1. 1. Shalini Pandey- 2016 Page 1 Date: 10/02/2016 PRACTICAL NO. 1 INTRODUCTION TO ADVERTISING AND MARKETING COMMUNICATION MARKETING COMMUNICATION Marketing communication (MarCom) is a fundamental and complex part of a company‟s marketing efforts. Loosely defined, MarCom can be described as all the messages and media you deploy to communicate with the market. Marketing communication includes advertising, direct marketing, branding, packaging, your online presence, printed materials, PR activities, sales presentations, sponsorships, trade show appearances and more. Marketing communication has two objectives. One is to create and sustain demand and preference for the product. The other is to shorten the sales cycle. Definition Marketing communications are a management process through which an organisation engages with its various audiences. By understanding an audience‟s communications environment, organisations seek to develop and present messages for their identified stakeholder groups, before evaluating and acting upon the responses. By conveying messages that are of significant value, they encourage audiences to offer attitudinal and behavioural responses. This definition has three main themes. The first concerns the word engages. By recognizing the different transactional and relationship needs of the target audience, marketing communications can be used to engage with a variety of audiences in such a way that one-way, two-way and dialogic communications that meet the needs of the audience are used. The second theme concerns the audiences for marketing communications. Traditionally, marketing communications have been used to convey product-related information to customer- based audiences. Today, a range of stakeholders have connections and relationships of varying dimensions, and marketing communications need to incorporate this breadth and variety. Stakeholder audiences, including customers, are all interested in a range of corporate issues: sometimes these are product related, and sometimes they are related to the policies, procedures and values of the organisation itself. Marketing communications should be an audience-centred activity, and in that sense it is important that messages be based on a firm understanding of both the needs and the environment of the audience. To be successful, marketing communications should be grounded in the behaviour and information-processing needs and style of the target audience. This is referred to as understanding the context in which the communications event is to occur.
  2. 2. Shalini Pandey- 2016 Page 2 The third theme from the definition concerns the cognitive response. This refers to the outcomes of the communication process, and is a measure of whether a communication event has been successful. The audience should be regarded as active problem-solvers who use marketing communications to help them in their lives, in purchasing products and services, and in managing organisation-related activities. For example, brands are developed partly to help consumers and partly to assist the marketing effort of the host organisation. A brand can inform consumers quickly that, among other things, „this brand means x quality‟, and through experience of similar brand purchases consumers are assured that their risk is minimised. If the problem facing a consumer is „which new soup to select for dinner‟, by choosing one from a familiar family brand the consumer is able to solve it with minimal risk and great speed. THE ROLE OF MARKETING COMMUNICATIONS Marketing communications recognise the increasing role that the organisation plays in the marketing process, and the impact that organisational factors can have on the minds of audiences. As the structure, composition and sheer number of offerings in some markets proliferate, so differences between products diminish, to the extent that it has become much more difficult to differentiate between products. This results in a decrease in the number of available and viable positioning opportunities. One way to resolve this problem is to use the parent organisation as an umbrella, to provide greater support and leadership in the promotion of any offerings – hence the earlier reference to the emerging strength of corporate marketing. A view that is becoming increasingly popular is that corporate strategy should be supported by the organisation‟s key stakeholders if the strategy is to be successful. Strategy must be communicated in such a way that the messages are consistent through time, and are targeted accurately at appropriate stakeholder audiences. Each organisation must constantly guard against the transmission of confusing messages, whether this be through the way in which the telephone is answered, the navigability of a website, the impact of sales literature, or the way salespersons approach prospective clients. Many organisations recognise the usefulness and importance of good public relations. This is because of the high credibility attached to the messages received and the relatively low operational costs. As a result, the use of corporate advertising has grown. Finally, marketing communications recognise the development of channel or trade marketing. Many organisations have moved away from the traditional control of a brand manager to a system that focuses upon the needs of distributors and intermediaries in the channel. The organisations in the channel work together to satisfy their individual and collective objectives. The degree of conflict and cooperation in the channel network depends upon a number of factors, but some of the most important are the form and quality of the communications between member organisations. This means that marketing communications must address the specific communication needs of members of the distribution network and of those other stakeholders who impact on or who influence the performance of the network. Indeed, marketing communications recognise the need to contribute to the communications in the channel network, to support and sustain the web of relationships. THE MARKETING COMMUNICATIONS MIX The marketing communications mix consists of a set of tools (disciplines) that can be used in various combinations and different degrees of intensity in order to communicate with a target audience. In addition to these tools or methods of communication, there are the media, or the
  3. 3. Shalini Pandey- 2016 Page 3 means by which marketing communications messages are conveyed. Tools and media should not be confused, as they have different characteristics and seek to achieve different goals. There are five principal marketing communications tools: - advertising, - sales promotion, - public relations, - direct marketing and - personal selling. However, there have been some major changes in the environment and in the way organisations communicate with their target audiences. New technology has given rise to a raft of different media, while people have developed a variety of ways to spend their leisure time. This is referred to as media and audience fragmentation, and organisations have developed fresh combinations of the promotional mix in order to reach their audiences effectively. For example, there has been a dramatic rise in the use of direct-response media as direct marketing becomes adopted as part of the marketing plan for many products. The Internet and digital technologies have made possible new interactive forms of communication, where the receivers have greater responsibility for their part in the communication process. An increasing number of organisations are using public relations to communicate both messages about themselves (corporate public relations) and also messages about their brands (marketing public relations). What has happened therefore is that the promotional mix has developed such that the original emphasis on heavyweight mass communication (above-the-line) campaigns has given way to more direct and highly targeted promotional activities using direct marketing and the other tools of the mix. Using the jargon, through-the-line and below-the-line communications are used much more these days. The shift is from an intervention-based approach to marketing communications (one based on seeking the attention of a customer who might not necessarily be interested) towards permission-based communications (where the focus is upon communications with members of an audience who have already expressed an interest in a particular offering). In other words, with permission communications the seedlings for a relationship are established by the audience, not by the brand owner. This has a particular impact on direct marketing, online communications and – to some extent – personal selling. i. Advertising Advertising is a non-personal form of mass communication that offers a high degree of control to those responsible for the design and delivery of advertising messages. However, advertising‟s ability to persuade the target audience to think or behave in a particular way is suspect. Furthermore, the effect on sales is extremely hard to measure. Advertising also suffers from low credibility, in that audiences are less likely to believe messages delivered through advertising than they are messages received through some other tools. ii. Sales Promotion Sales promotion comprises various marketing techniques that are often used tactically to provide added value to an offering, with the aim of accelerating sales and gathering marketing information. Like advertising, sales promotion is a non-personal form of communication, but it has a greater capability to be targeted at smaller audiences. It is controllable, and although it
  4. 4. Shalini Pandey- 2016 Page 4 has to be paid for, the associated costs can be much lower than those of advertising. As a generalisation, the credibility of sales promotion is not very high, as the sponsor is – or should be – easily identifiable. However, the ability to add value and to bring forward future sales is strong and complements a macroeconomic need that focuses on short-term financial performance. iii. Personal Selling Personal selling is traditionally perceived as an interpersonal communication tool that involves face-to-face activities undertaken by individuals, often representing an organisation, in order to inform, persuade or remind an individual or group to take appropriate action, as required by the sponsor‟s representative. A salesperson engages in communication on a one-to-one basis where instantaneous feedback is possible. The costs associated with interpersonal communication are normally very large. iv. Public Relations Public relations is „the art and social science of analysing trends, predicting their consequences, counselling organisations‟ leadership, and implementing planned programmes of action which will serve both the organisation‟s and the public interest‟ (Mexican Statement, 1978). This definition suggests that public relations should be a part of the wider perspective of corporate strategy, and this is discussed at length in Module 16. The increasing use of public relations, and publicity in particular, reflects the high credibility attached to this form of communication. Publicity involves the dissemination of messages through third-party media such as magazines, newspapers or news programmes. There is no charge for the media space or time, but there are costs incurred in the production of the material. (There is no such thing as a free lunch or free promotion.) There is a wide range of other tools used by public relations, such as event management, sponsorship and lobbying. It is difficult to control a message once it is placed in the channels, but the endorsement offered by a third party can be very influential and have a far greater impact on the target audience than any of the other tools in the promotional mix. v. Direct Marketing The growing utilisation of direct marketing by organisations over recent years has been significant. It signals a shift in focus from mass to personalised communications. In particular, the use of direct mail, telemarketing and the fast-developing area of interactive communications represents through-the-line communications. By removing the face-to-face aspect of personal selling and replacing it with an email communication, a telephone conversation or a direct mail letter, many facets of the traditional salespersons‟ tasks can be removed, freeing them to concentrate on their key skill areas. Direct marketing seeks to target individual customers with the intention of delivering personalised messages and building a relationship with them based upon their responses to the direct communications. In contrast to conventional approaches, direct marketing attempts to build a one-to-one relationship – a partnership with each customer – by communicating with the customers on a direct and personal basis. If an organisation chooses to use direct marketing then it has to incorporate the approach within a marketing plan. This is because distribution is different, and changes in the competitive environment may mean that prices need to change.
  5. 5. Shalini Pandey- 2016 Page 5 ADVERTISING: MEANING AND DEFINITION Advertising is a form of marketing communication used to promote or sell something, usually a business's product or service. The word advertising comes form the latin word "advertere meaning” to turn the minds of towards". Some of the definitions given by various authors are: According to William J. Stanton, "Advertising consists of all the activities involved in presenting to an audience a non-personal, sponsor-identified, paid-for message about a product or organization." According to American Marketing Association "advertising is any paid form of non-personal presentation and promotion of ideas, goods and services by an identified sponsor". Advertising is used for communicating business information to the present and prospective customers. It usually provides information about the advertising firm, its product qualities, place of availability of its products, etc. Advertisement is indispensable for both the sellers and the buyers. However, it is more important for the sellers. In the modern age of large scale production, producers cannot think of pushing sale of their products without advertising them. Advertisement supplements personal selling to a great extent. Advertising has acquired great importance in the modern world where tough competition in the market and fast changes in technology, we find fashion and taste in the customers. FEATURES OF ADVERTISING 1. Communication: Advertising is means of mass communication reaching the masses. It is a non-personal communication because it is addressed to masses. 2. Information: Advertising informs the buyers about the benefits they would get when they purchase a particular product. However, the information given should be complete and true. 3. Persuasion: The advertiser expects to create a favourable attitude which will lead to favourable actions. Any advertising process attempts at converting the prospects into customers. It is thus an indirect salesmanship and essentially a persuasion technique. 4. Profit Maximization: True advertising does not attempt at maximising profits by increasing the cost but by promoting the sales. This way It won‟t lead to increase the price of the product. Thus, it has a higher sales approach rather than the higher-cost approach. 5. Non-Personal Presentation: Salesmanship is personal selling whereas advertising is non- personal in character. Advertising is not meant for anyone individual but for all. There is absence of personal appeal in advertising. 6. Identified Sponsor: A sponsor may be an individual or a firm who pays for the advertisement. The name of reputed company may increase sale or products. The product gets good market because of its identity with the reputed corporate body. 7. Consumer Choice: Advertising facilitates consumer choice. It enables consumers to purchase goods as per their budget requirement and choice. Right choice makes consumer happy and satisfied.
  6. 6. Shalini Pandey- 2016 Page 6 8. Art, Science and Profession: Advertising is an art because it represents a field of creativity. Advertising is a science because it has a body of organised knowledge. Advertising is profession is now treated as a profession with its professional bodies and code of conduct for members. 9. Element of Marking Mix: Advertising is an important element of promotion mix. Advertising has proved to be of great utility to sell goods and services. Large manufactures spend crores of rupees on advertising. 10. Element of Creativity: A good advertising campaign involves lot of creativity and imagination. When the message of the advertiser matches the expectations of consumers, such creativity makes way for successful campaign. OBJECTIVES OF ADVERTISING The fundamental purpose of advertising is to sell something – a product, a service or an idea. In addition to this general objective, advertising is also used by the modern business enterprises for certain specific objectives which are listed below : 1. To introduce a new product by creating interest for it among the prospective customers. 2. To support personal selling programme. Advertising maybe used to open customers' doors for salesman. 3. To reach people inaccessible to salesman. 4. To enter a new market or attract a new group of customers. 5. To light competition in the market and to increase the sales as seen in the fierce competition between Coke and Pepsi. 6. To enhance the goodwill of the enterprise by promising better quality products and services. 7. To improve dealer relations. Advertising supports the dealers in selling the product. Dealers are attracted towards a product which is advertised effectively. 8. To warn the public against imitation of an enterprise's products. IMPORTANCE OF ADVERTISING Advertising has become an essential marketing activity in the modern era of large scale production and serve competition in the market. It performs the following functions: 1. Promotion of Sales: It promotes the sale of goods and services by informing and persuading the people to buy them. A good advertising campaign helps in winning new customers both in the national as wet as in the international markets. 2. Introduction of New Product: It helps the introduction of new products in the market. A business enterprise can introduce itself and its product to the public through advertising. A new enterprise can't make an impact on the prospective customers without the help of advertising. Advertising enables quick publicity in the market.
  7. 7. Shalini Pandey- 2016 Page 7 3. Creation of Good Public Image: It builds up the reputation of the advertiser. Advertising enables a business firm to communicate its achievements in an effort to satisfy the customers' needs. This increases the goodwill and reputation of the firm which is necessary to fight against competition in the market. 4. Mass Production: Advertising facilitates large-scale production. Advertising encourages production of goods in large-scale because the business firm knows that it will be able to sell on large-scale with the help of advertising. Mass production reduces the cost of production per unit by the economical use of various factors of production. 5. Research: Advertising stimulates research and development activities. Advertising has become a competitive marketing activity. Every firm tries to differentiate its product from the substitutes available in the market through advertising. This compels every business firm to do more and more research to find new products and their new uses. If a firm does not engage in research and development activities, it will be out of the market in the near future. 6. Education of People: Advertising educate the people about new products and their uses. Advertising message about the utility of a product enables the people to widen their knowledge. It is advertising which has helped people in adopting new ways of life and giving-up old habits. It has contributed a lot towards the betterment of the standard of living of the society. 7. Support to Press/media/publisher: Advertising provides an important source of revenue to the publishers and magazines. It enables to increase the circulation of their publication by selling them at lower rates. People are also benefited because they get publications at cheaper rates. Advertising is also a source of revenue for TV network. For instance, Doordarshan and ZeeTV insert ads before, in between and after various programmes and earn millions of rupees through ads. Such income could be used for increasing the quality of programmes and extending coverage. ACTIVE PARTICIPANT IN ADVERTISING Following are the group of people who are actively involved in advertising. 1. Advertiser: Seller who manufacture and market consumer products are the prominent group of advertisers. Hindustan unilever, proctor and gamble, Seimen and Larson and toubro are the examples of advertisers. Also the retailers are the second prominent segment among advertisers. They stock the products and sell them to the ultimate consumers. Government and social organization are also the active participant in this category. 2. Target audience: It refers to the recipient of the advertising message. Every message is either directed to a mass audience and class audience. Advertising desire to cover this target audience for promoting sales. Advertising message intends to cover the potential user and non user who may purchase the product in future. The messages are also directed to the user of the competitor's product so that they switch over the advertiser's products. 3. Advertising Agencies: An advertiser has two options viz. (i) to design, develop and produce and advertising message and get it placed in desired media directly through his own sales or advertising department, or (ii) to entrust the entire job of advertising to a team of highly professionalised, specialised, independent, advertising agency. An advertising agency is composed of creative people, who conceive design, develop and produce, advertising message
  8. 8. Shalini Pandey- 2016 Page 8 with creative ideas and place it in the desired advertising media, for and on behalf of its client (the advertiser). The advertising agencies usually charge a commission of 15% on the media bills from the media owners. In addition, they charge out-of pocket expenses to their clients, i.e. the advertisers. They employ copywriters, artists, photographers. Typographers, layout designers, editors and such other creative people. 4. Advertising Production People (Artists): The production of impressive and persuasive advertisements is possible only with the active help and creative spirit of the artists like copywriters, artists, photographers, typographers, layout designers, editors and such other creative people. Such people are usually employed by the ad agencies or, their services may be hired by the ad agencies on job basis. 5. Target Audience (Readers, Listeners, Viewers and Present and Future Buyers): Advertising messages are given about products services and ideas to readers, listeners, viewers and actual and potential buyers, who are known as the audience. The target audience may be classified into the following three categories, viz., (i) existing or, current consumers, who are reminded and influenced to continue their patronage and to increase the volume of their buying, (ii) consumers, who buy and use, a competitor‟s brand; hence they are persuaded to buy the advertised brand, instead of the competitor‟s brand; and (iii) those consumers, who do not use any such product; and even then, are persuaded to buy the advertised product. 6. Mass Media: Advertising messages are communicated to the target audience through different mass media, such as, (i) Print Media: They consist of newspapers, magazines, journals, handbills, etc. (ii) Electronic Media: They consist of radio, television motion pictures, video, multi-media and the internet. (iii) Outdoor Media: They consist off posters, hoarding, handbills, stickers air balloons, neon sing bill boards, local cinema houses, and transit media. (iv) Direct Mail: It consist of brouchers, leaflets, pamphlets, letters and return cards addressed to consumers. The advertising agencies guide their clients (advertisers) in selection of the most appropriate advertising media, which is known as media planning‟. Each medium has sits own merits and demerits. 7. Government Authorities: The business of advertising is regulated by the government department. The government adopts law and regulation which have a direct or an indirect bearing on the advertising. Apart from this ASCI (Advertising standards council of India) and ABC (Audit Bureau of circulation) are also some of authorities regulating advertising. 8. Advertising Production Firms: Advertising production firms are the support agencies which help in the production of advertisement. This includes copywriter, artist, photographers, typographers, producer, editors. These are the people who transform ideas into a finished forms Thus the success and failure of the advertisement depend on these people.
  9. 9. Shalini Pandey- 2016 Page 9 Date: 22/02/2016 PRACTICAL NO. 2 Objective: To study different types of advertising Different types of advertising studied includes  Newspaper Advertising  Magazine Advertising  Internet Advertising  Radio Advertising  Television Advertising  Outdoor or Mural Advertising NEWSPAPER ADVERTISING Newspapers are bought largely for their news values. Newspapers may be national/local daily/weekly. These are a good vehicle to pass on information about new products, current products and price-off deals. They can be used for local, national and regional market coverage. In India, there are a number of newspapers both in English and also in regional languages. Many newspapers in English and Hindi have nationwide coverage. So a message given in newspapers may have a better impression on the minds of the people and it may be more specific, clear, complex and lengthy. Currently, 1173 daily newspapers and 5280 weekly newspapers are published in India, out of which the largest number is accounted for by the Hindi language newspapers followed by Urdu, Marathi and English newspapers in terms of number, and English, Hindi, Malayalam, Marathi and Gujarati in terms of circulation. They offer a lot of flexibility. According to the convenience and necessity of the advertiser, the shape, size and appeal may be frequently changed to suit the need of the advertiser. Obituary Ads: these type of ad contains a photograph and detail text about death person and his family. 3*8, 4*8, 5*8, 6*8, 9*8, 13*16 etc. Most of these ads were two column ads.
  10. 10. Shalini Pandey- 2016 Page 10 Classified Ads: there size varies. They were available in small to medium sizes like 1*3, 1.5*3, 3*3, 6*6, 5*3, 6*3, 6*7, 5*6. Most of these ads were black and white. These ads were related to education tuition, rented apartments, lost and found, vehicle selling, property selling, job requirements, business requirement etc. there font size was small because these ads are seen by the person who already has interest in them. They contain little information and provide a contact number for additional information. Commercial Ads: Most of these ads were colored. And larger in size as compared to classified ads. There size vary from 8*8, 10*8, 20*12, 16*20, 25*16, 12*32, 25*32, 52*32 etc. these ads were related to different consumable goods, sales, vehicles, electronics, food items, beauty products, institutions, online shopping, footwear, sales and other offers. These ads were colorful, attractive with bold feature with the brand name.
  11. 11. Shalini Pandey- 2016 Page 11 MAGAZINE ADVERTISING Magazine offer selective circulation throughout the country and it has special target audience as its reader. Ads vary upon the client group like housewives, businessman, teenagers, farmers etc. targeted by magazine. For magazines like Femina and Grihsobha, who are for women, ads was related to beauty products, household items, furnishing items, jewelry and housing were there. These were printed with glossy effect and large pictures in order to grab the attention of reader.
  12. 12. Shalini Pandey- 2016 Page 12 Magazines for competitive exams have ads related to student like books, publisher, coaching classes, institutes, pen etc. These ads only contain information to make the reader aware about new publication product. These ads were mostly in mono color with less colorfulness. Farm related magazine had the ads related to agricultural tools and equipment, pesticides, water pumps, seed companies, extension services etc. these ads contain a picture of farm or farmer or farm related activities as well as the advantage of using the advertised product/service.
  13. 13. Shalini Pandey- 2016 Page 13 INTERNET ADVERTISING Ads on the Internet can take a variety by forms. Most advertising on Internet can be classified as websites, banners, buttons, interstitials, Meta ads, classified ads, and email ads. i. Banner ads: A banner is a little billboard that spreads across the top or bottom of the Web page. These are colorful and horizontally placed on top of the webpage. ii. Button Ads: similar to banners. They are small version of the banner those often look like an icon usually provides a link to an advertiser‟s home page. These ads are less colorful but contain a button as a link to visit the advertiser‟s website.
  14. 14. Shalini Pandey- 2016 Page 14 iii. Interstitials ads: variety of animated ads that pop up on the screen while the computer downloads a website that the user has clicked on. iv. Meta Ads: an advertisement displayed on the results page of a search, specific to the searched item. Meta ads are also referred to as keyword advertising.
  15. 15. Shalini Pandey- 2016 Page 15 v. Classified Ads : Another growing area for Internet advertisers are classified ad websites. They are similar to newspaper classified ads. You can search for homes, cars, jobs, toys, shoes etc.
  16. 16. Shalini Pandey- 2016 Page 16 vi. E-Mail Advertising: Advertisers can send e-mail advertising to customers who have asked for it. it is the most effective form of internet advertising. These ads contain attractive deals, offers, sale so that viewer get influence and visit on the link provided with the email. Outdoor Advertising: these ads were large in size, using bold letters, bright colors and big pictures so that message can be easily received by moving public.
  17. 17. Shalini Pandey- 2016 Page 17 PUBLIC SERVICE ADVERTISEMENT These ads are released by different ministries and departments of Government of India. They used to make the public aware about certain issue, service, programme, policy and provoke action from the citizens. They contain lots of information regarding special features, what to do, details and logo of the concerned ministry etc. RADIO ADVERTISING Today, radio has emerged as one of our major advertising media. It provides a very large coverage of audience in urban and rural areas. Today, radio advertising is extremely popular with both trade and industry as the demand exceeds the time. Radio advertising may be described as „word of mouth advertising on a wide scale‟. The advertiser delivers the message orally and not visually. It makes appeal to the ear and not to the eye with the effect that the message is conveyed to the masses whether literate or illiterate. TV ADVERTISING Today television advertising is the best-selling media ever invented. It has a potential advertising impact unmatched by any other media. It is a means of bringing actual demonstration in the homes of the prospects and is therefore more effective media when compared with radio. That is why the position of radio advertising has now being gradually taken by television advertising. Radio and television ads has been submitted in a form of CD.
  18. 18. Shalini Pandey- 2016 Page 18 Date: 23/03/2016 PRACTICAL NO. 3 ADVERTISEMENT STRATEGY OF AN ORGANIZATION Objective: To study the advertisement strategy of an organization Name of the Organization: MPUAT, Udaipur Date of visit: 23/03/2016 Maharana Pratap University of Agriculture and Technology (MPUAT), Udaipur is an agricultural university. For advertisement of any information in the printed media they have given annual contract to Ankit Advertising Agency, Udaipur which is owned by Mr. Rajeev Murdia. This contract was given after assessment of tenders submitted by different advertising agencies. This agency deal with all the matters related to designing and publishing of the newspaper ads of the university. All the advertisement related to job vacancy, recruitments, admission, tender invitation, admission information and any other are designed and published by Ankit advertiser in the newspaper which was suggested by the university. The respective personnel of university send details of the advertising information to the agency and then agency design the ads. These ads are then send to aforesaid newspaper. Ankit advertising agency provides a discount of 13 per cent to the university on total cost of ads. For all these ads university have to pay the cost as per the DPR (Daily periodic Rate) which is specified and announced by government from time to time.
  19. 19. Shalini Pandey- 2016 Page 19 DATE: 16/04/2016 PRACTICAL NO. 4 REPORT ON VISIT TO ADVERTISING AGENCY Objective:  To study the functioning and organizational set up of advertising agency  To get information about the different departments and their role and responsibility with in the ad agency.  To acquaint with different services provided by an ad agency and strategies followed to ensure its sustainability. Date of visit: 16 April, 2016 Agency visited: Ankit advertiser Address: Shop No. 003, Circle View Complex, near Sukhadiya Circle, New Fatahpura, Udaipur Type of Agency: Proprietary based Owner Name: Mr. Rajeev Murdia Person interacted during visit: Mr. Rajeev Murdia Software used for designing: Corel draw Under the Ph.D. course program HECM 625 Advertising and Marketing Communication, a visit to ad agency was conducted under the guidance to Dr. Snehlata Maheshwari, Professor, College of Home Science, MPUAT, Udaipur. The agency visited was Ankit Advertising agency, located near Sukhariya Circle, New Fatehpura in Udaipur city. The main purpose of visiting the agency was to get a practical exposure and acquaint ourself with the structure of an ad agency, its function and management, different departments/ divisions, their role and responsibility etc. In the discussion with Rajeev Murdia, he told us about the company‟ background, its function and services provided to clients. The Ankit advertiser have been running from last 27 years (established in 1990) and since then, the company is providing multiple range of services to its clients within Udaipur and outside the Udaipur (Jaipur, Jodhpur, Gujarat etc.) with great deal of satisfaction. The agency take advertisement for different local and national newspapers such
  20. 20. Shalini Pandey- 2016 Page 20 as Rajasthan Patrika, Danik Bhashkar, Rashtra doot Navjyoti, Pratha Kaal, Punjab Kesari, The Economics Times, Times of India, The Hindu, Sandesh, Gujarat Samachar and many more and is providing its services through it. The advertising agencies have annual contract with several corporate companies, educational institutes and private businesses. Process of Advertisement publishing In order to publish the ad in newspaper, client first contact the advertising agency either face to face, via telephone or e-mail. Client tells specification about the ad to be published, size of advertisement and date of publishing and the newspaper in which the ad will be published. Then advertising agency designs the ad as per given specification and send it to the client for further correction and approval. After approval of the design, the client used to pay money for the ad. The advertising agency sends the ad to respective newspaper with a release order. Release order is a document which an advertising agency sends to the newspaper organization with the design of ad, without R.O. newspaper will not publish the ad. R.O. contains information regarding name of the client, size of ad, date and newspaper of publishing, rate of advertisement and signature of the owner. Organizational composition Organizational set up of Ankit advertising agency was very small. The agency had total five personnel who are responsible for different activities. The different personnel of the agency include – the owner, designer, accountant and two field staff. Designer was assigned with the role of designing ads as per the client requirements like black and white or colour and in varying size. He prepares the rough layout, also does the proof reading, grammatical correction, prepare the caption etc. Field staff is responsible for providing the bills to the respective client and he is also responsible for building and maintaining contact with the client‟s. The accountant is responsible for maintaining proper accounts, billing and maintenance of register of dues from the clients, verifying whether the advertisement in the different media actually appeared on the days it was scheduled, if so whether correctly, and whether the text was properly printed and also looking after all the routine matters relating to account keeping. The manager or the owner has the overall administrative responsibility for the organization. He is responsible for establish and maintain contact with the potential clients and the agencies as well as providing the good working environment to the employee. He used to make strategies for retaining clients and takes all crucial decision for the agency.
  21. 21. Shalini Pandey- 2016 Page 21 Functioning and services:- The working hour of the agency was morning 10 to evening 6 for all other staff excluding owner. The owner of the agency used to be in the office till 7:30 pm. Owner also used to receive ads after working hours. Agency mainly provides services related to designing and ensure publishing of newspaper ads. The owner of the company further acquainted us that the concept of ad designing is same for every newspaper and mainly two aspects is most important in layout of ad viz. size and placement. Size- the cost of the ad depends on its size. Advertisement sizes vary from small (4* 3) to full page advertising. Appeal- the second factor is appeal, the design of an ad should attract the attention of a reader at a single glance and the third factor is placement of ad in the newspaper, either it is placed in front page, back, or in middle, or in classified. Placement- The placement of the ad means where the ad has been kept on newspaper either on first page or any other page. Owner of the agency told, there are three major categories of newspaper ads: i. Commercial ads: ads which are published with the news stories. Their cost is more than the other ads. There is a dead line up to 4 o‟clock for national newspaper and upto 5 o‟clock for local newspaper if the ad has to publish next day. ii. Ads in classified display: it includes all the advertisement that are to be published on a specific page named “classified”. There is a dead line up to 5 o‟clock for national newspaper and up to 6 o‟clock for local newspaper if the ad has to publish next day. iii. Obituary ads: these ads include information related to death and death ceremony. There was no specific deadline for receiving these types of ads. Cost of publishing ads: The cost ads vary depending upon the newspaper to newspaper. The cost for ads in Dainik Bhaskar cost were as follow  Commercial ads: Rs. 515 per square centimeter.  Ads in classified display: Rs. 227 per square centimeter + scheme of publishing 2 ads free of cost with 2 ads. These ads can be published on different dates as per the client wish.  Obituary ads: their cost was minimum i.e. Rs. 100 per square centimeter
  22. 22. Shalini Pandey- 2016 Page 22 The agency was designing different types of ad for different clients like commercial ads, ad for corrigendum, tender notices, ad for obituary, ad for entertainment, institutional ads, ad for electronic media and many more. Other services offered by the agency includes:-  Ankit advertiser also design ads services for local TV channels like 24 hour channel, Aradhna channel and sky channel.  For radio advertisement the ad company used to prepare jingles of short duration for the FM radio channel.  The agency was not providing any services related to outdoor advertising. Though the agency also used to design ads like radio jingles and TV ads but their demand was less in the city and less number of clients who want such ads. Owner told us that radio jingle in FM cost around Rs. 7 per second. Financial Plan of agency For each advertisement the agency used to receive a commission from the respective newspaper. The commission of the agency was 15 per cent of total cost of the advertisement. The owner told us that in order to retain its clients, agency also provide certain discount to its client which vary from 2 – 13 per cent. There is a very tough competition in the market. There are total 11 advertising agencies are in Udaipur. They used to retain customer by providing good services, maintaining relations and providing discount. For example the agency was providing 13 per cent discount to our university from last eight years. Designing tips for newspaper ads Tips for designing of ads as given by Mr. Murdia were as follows:  It should have eye catchy caption.  It should have full product details.  It should not mislead the audience.  It should not contain any ambiguous information. Further details of the product i.e. the last name, address, affiliation with logo, contact information should be included in the ad.
  23. 23. Shalini Pandey- 2016 Page 23 Consideration for establishing a news advertising agency The owner told us that if we want to establish a new advertising agency than we have to contact the newspaper firm and they will give us certain target of covering some space. And on completion of the target only they will provide commission to the agency. If the new agency remains fail in fulfilling the target, then no commission will be given to new ad agency by newspaper. Conclusion Visiting the advertising agency was very learning for us. We got lots of practical information with the owner of the advertising agency Mr. Rajeev Murdia. He had a huge experience in this field and had a very good nature. Studying theoretically about ad agency and practically visiting the agency and seeing the functioning was a new experience for all of us. We came to know that in the small ad agencies the roles and responsibilities are overlapping and there in not a formal hierarchal structure. Advertising is a very creative as well as challenging field; we have to use our imagination in a best possible way to deliver the quality product to the client. Also traits like patience, good communication skills, simple nature, administrative capability, leadership, quick decision making and adaptation with changes are essential skills which is required for better management of an ad agency.
  24. 24. Shalini Pandey- 2016 Page 24 Date: 11/05/2016 PRACTICAL NO. 4 CAMPAIGN PLANNING Objective:  To plan the strategies and cost of the campaign.  To design the ads for creating awareness through different media. Topic: Anemia Awareness Camp Client Group: Adolescent girls and rural women Date of Campaing: From 25 May to 4 may, 2016 Locale of the campaign: Badgaon, Udaipur Media used for campaign:  Mouth Publicity: for this organizer will contact with local leader and will inform them about the campaign. Local leaders will include aaganwadi workers, school teacher, ANM worker, gram pradhan and other panchayat members. Organizer with local leaders will go door to door and try to make all families aware about the campaign.  Print Media: pamphlet containing information regarding the basic information related to campaign will be distributed in the targeted area with the help of local newspaper vendors to whom certain monetary amount will be paid for doing that.  Radio: A short jingle will be broadcasted on FM radio lake city for ten days, 5 times a day so it will keep reminding the client group about the campaign.  Television: Due to the heavy cost of advertising, this media will not be used by organizer. Cost Estimation for advertising Item Rate Quantity Cost (in rupees) Pamphlet 1/copy 1000*1 1000 Radio jingle 7/sec 7*40*5*10 14000 Transportation for mouth publicity 500/day 500*10 5000 Total Cost 20,000 Designed pamphlet is attached in the next page.
  25. 25. Shalini Pandey- 2016 Page 25 Script for radio advertising (Radio Jingle) ??? , जकल क ज , क औ क ओ क ल ड़ ल कल ल क ल ज क ल क क 5 औ 12 ज 2016 क 8 1 ज क ज क औ क क ज क औ क ज क क क 5 औ 12 ज क क ज क क ल क क ल

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