This is a presentation on the work I did and exposure I gained during a summer internship at Advertising and Marketing Associates.

1. Internship at
Advertising &
Marketing Associates
BY
NIKHIL GUPTA

2. • Advertising and Marketing Associates is one of the leading
advertising agencies in Mumbai.They deal with many kinds
of assignments ranging from brochures to newspaper
adverts.They create the artwork in house and co-ordinate
with various media to have their advertisements published
across radio, press, media, outdoor and online.
• The are located at 35, Prospect Chambers (Annexe), Dr.
D.N. Road, Mumbai – 400 001. India.
Introduction

3. Industry Credentials
• Accredited by
• Indian Newspaper Society
• Registered with
• Directorate of Advertising &Visual Publicity (GoI)
• All India Radio
• Doordarshan
• Member of
• Advertising Agencies Association of India
• Advertising Standards Council of India
• Audit Bureau of Circulation
• Advertising Club of Bombay

4. Service Outline
Advertising
• Corporate campaigns
• Product/launch campaigns
• Industrial advertising
• Financial advertising
• Films – advertising and documentary
• Specialized photography and digital
imaging
• Specialized print and services
• Corporate identity
Marketing
• Exhibitions and trade fairs
• Direct marketing
• Branding & packaging
• Marketing communications
• Public relations assignments
• Promotions
• Distribution network consulting
• Event management

5. Core Team
• Mr. Amir Lalljee
• Strategic Head
• Mr. Abid Lalljee
• Chief Executive
• Mr. Mushtaq Pathan
• Art Director
• Ms. Neeta Kanal
• Media Manager
• Mr.Vidhyadhar Parulekar
• Production Manager

6. Organization Structure
CEO
Creative
Art Director
Graphic Designers
/ visualizers
Media
Media Head
Release /
Uploading
supervisor / billing
Production
Production Head
CTP / Materialize
/ Events
Accounts
Accounts Head
Rates / Billing /
Payment

7. The Internship
• The internship lasted for a month from 15th June to 14th
July. I spent my time in the following divisions:-
• Design Studio
• Printing & Products
• Advertising and Media
• I spent equal time at each of these l understanding the
nuances of the advertising industry.

8. Design Studio

9. Overview
• The design studio is the heart of all of AMA’s operations. It
is here that all of the client’s expectations turn to reality.
• The studio creates artwork using graphic software's which
include:-
oCorel Draw
oAdobe Photoshop
• The design studio creates creatives and print-ready
material for a wide variety of media.

10. Assignment- Creating a brochure for
Lord Walker

11. Step 1 - Ideation
• At AMA , I saw a brochure for LordWalker being made.The
client had given specific instruction for image placement.
Despite these restrictions, the AMA design team managed to
create a masterpiece using both CorelDraw and Photoshop to
ensure every pixel was perfect.
• After the artwork was completed, it is checked by the head of
the studio, the art director (Mr. Pathan) and sent to the client for
approval. After getting approval, the artwork is arranged for
printing with page 1 & 8 being put together, followed by page 2
& 7 till the middle page is reached.

12. Step 2 – Arrangement
• After the pages were a arranged, a dummy copy is made.
This copy is used as reference by the printers.
• The pages are then copied on to a disk and sent to the
printers along with the dummy copy for reference.
• The disk is first sent for Computer to Plate printing which is
followed by offset printing. After these stages are finished
the final product is cut and sent to the client.

13. Step 3 - CPT Printing
• Computer to Film printing has been replaced by the highly
computerised Computer to Plate printing in the recent
years.
• The first person uploads the artwork on a software, which does the
CMYK (Cyan, Magenta,Yellow, Black) separation.
• The second person checks the data uploaded to ensure there are no
mistakes. Another dummy copy is made.
• The third person would insert the plates into an image setter which
would print the plates. For every side 4 plates would be made in the
CMYK colors.

14. CTP Printing
CTP Machine at NeoImage
Plates

15. Offset Printing
• After the plates were printed, they were delivered to an
offset printing press.
• Here the plates were placed in 4 different cylinders.
• After these plates are placed they are manually adjusted.
This is a long and tedious process which requires an eagle’s
eye.
• The color is also adjusted here based on the dummy given
by the printers. After the image is perfectly aligned, the
required number of copies are printed and then cut.

16. Offset Printing
Offset Printing at Juzar Paperbox
Manufacturers

17. Lord Walker Brochure

18. Media Department

19. Overview
• The AMA Media Department, deals with newspaper publications and
daily journals.They help book adverts as well as design them.
• The Media Department deals with regular clients as well as those who
want to publish adverts sporadically.
• The Media Department also talks with publications and negotiate the
best deals for their clients, they also advise them about pagination.
• The Media Department ensure that adverts are released on time and
the correct artwork is published.

20. Pagination
• Pagination is one of the most important of advertising.
Many a time it has the greatest impact.
• Pagination depends on the clients requirements and
budget as often it come with a premium.
• The front page as the maximum premium and is called solus
position
• This is followed by the back page and the third page
• If the client doesn’t specify a page then the publication
decides which page the advert will be published on in co-
ordination with the agency

21. Release orders
• No advert can be published without the release order of the
agency
• The release order consists of the
• Name of the publication
• Date of publication
• Size of artwork
• Page Number
• Rate

22. Billing
• Every publication charges AMA per sq. cm.
• The rates of different publication differ based on the
pagination as well as the date of publication.
• Certain publications also charge for customized headlines.
• AMA don't earn of obituary adverts and donate all earnings
to charity.

23. Corporate Social Responsibility
• AMA don't earn of obituary adverts and donate all earnings
to charity.
Obituary Page inTimes of India
Mumbai

24. Booking Advertisements
• All adverts are booked using ad booking software, also
known as ABS
• The artwork can be uploaded here
• Packages are booked using this software
• This software also provides an estimate per advert.
• This software gives AMA the opportunity to book both
classified as well as display ads.

25. Uploading Artwork
• Artwork can be uploaded using a software called
response4u
• This software only accepts artwork in the pdf / eps format.
• This software allows AMA to upload artwork in black &
white as well as color.
• While uploading the artwork, AMA have to specify the size
and date of publication.

26. Uploading Artwork

27. Inside Response4u

28. Few newspaper adverts

29. Conclusion
• My time at AMA was a true learning experience, I was
exposed to the various nitty-gritties of the advertising
industry.
• I learnt about the various aspects of the business, while at
AMA I also learnt about deadlines and how to fulfill them.
• Despite always working in a time crunch perfection and
delivery was their topmost priority.
• AMA showed me the demands of the corporate world while
also teaching me the importance of cooperation and team-
work.

30. References
Abid Laljee
CEO
Advertising and Marketing Associates
Cell – +91 9820065609
Email – abid@amaindia.net