Professional Documents
Culture Documents
Submitted by
of
in
LUCKNOW
ORIGINS ADVERTISEMENT PRIVATE LIMITED
LUCKNOW
Venture
ROLL NO:30
SUMMER PROJECT
SUBMITTED BY
E-mail : manish.2603@gmail.com
ROLL NO: 30
INDEX
Acknowledgement
Executive Summary
Introduction of Creativity & Advertising
Chapter: Introduction
• Industry profile
• Company profile
• Project Details
• Purpose of the study
• Research Methodology
• Sample Questionnaire
BIBLIOGRAPHY
ANNEXUR
Table of Contents
Chapter- 2
1. Review of Literature
2. Theoretical Framework
Chapter- 3
1. Company profile
Chapter- 4
Chapter- 5
1. Findings
2. Suggestions
ACKNOWLEDGEMENT
This project has been a great learning experience for me and I would like to express my
gratitude towards all the people who guided me throughout, and without whose guidance
and support, this project would not have been completed successfully. It is not possible to
mention the names of all the people who came as more than help for me during the
project. Nevertheless, I cannot stop myself from explicitly coming out about some, who
have guided me through out the project.
I am really out of words to express my heartful gratitude to Miss. Deepti Singh , her
Contribution has been outstanding, as regards invaluable advice on all aspects of the
project, irrespective of the speciality boundaries. She stood as an embodiment of
inspiration during my entire stay with the company. I am also thankful to her for showing
confidence in me and providing this opportunity.
I am also thankful to Miss.Deepti Singh My association with him has been very
beneficial for me to understand and design the strategy of the project and also me for his
invaluable support through out the project.
Back at the institute, I found my faculty to be obliging, catering to the academic aspects
of the project. My internal guide Dr……..helped me on each occasion . She has been a
source of knowledge and inspiration.
Dr. Rai umapat Roy-DGP(IPS), Mr.Rajiv Shukla-Asst. Manager from RIL,Navi Mumbai ,
Mr.Virendra Nath Pandey-Sr.Executive(Indus Tower Limited), Mr.Avijit Tripathi-
MRCOM head (Reliance Comm.), Mr,Jatin Chaddha-Sr. Mktg. Manager(Aircel),
Mr.Sumit Rai- Mktg. Manager(Vodafone), Mr.Ajay K.Kannujia-BSNL(GM- Mktg UP-E),
Mr.Akhil Singh- Mktg. Manager(Idea Cellurer), Mr. C.S.Verma-BSNL(C.A .O) Mr.Manish
Tripathi- Mktg. Manager(DOCOMO)
Thanks !!
DECLARATION
Dear Dr.
We are pleased to inform you that Mr. Manish Kumar Srivastava, an MBA student of
your institute has successfully completed her summer project with our organization from
21st June to 2nd September 2010.
Thanking You
Yours truly,
Miss Deepti Singh
.
CERTIFICATE
This is to certify that Mr. Manish Kumar Srivastava has worked under my guidance on
the project entitled “IMPORTANCE OF CREATIVITY IN ADVERTISING” from 2nd
June to 2nd September 2010.This report is submitted towards the partial fulfilment of the
Master Of Business Administration curriculum at the Ambalika Institute Of Management
& Technology, Lucknow.
Dr.
Internal Guide
Ambalika Institute Of Management & Technology,
Lucknow .
EXECUTIVE SUMMARY
Advertising is both art and science. The science of advertising is the
analytical part that we have been looking at up to this point: setting goals,
deciding strategy, choosing among different creativity styles. Some people
call this step convergent thinking because the process is to distil lots of
information into the core advertising strategy.
The word advertising is derived from the Latin word‘ ad verto ’, that means “To turn
towards”. Advertising leads to attention towards something i.e. the advertising message,
which is the purpose of advertising and the objective of the advertising Creative
Advertising starts with proper creative planning. This includes the conceptualizing of
basic idea.
OBJECTIVE OF THE PROJECT
Research Methodology:
The information is gathering from the Marketing/ Sales managers, Sr.Executive of
reputed companies ,books, periodicals and journals and sites.
Limitations:
Creativity is a gift most of us desire, but only a few seem to have. Project report debunks
some of the myths surrounding creativity and then carefully takes through the five I’s of
the creative process. It also gives the insight of future creativity and the tools that can be
helped to help advertising professionals to enhance and enliven their work.The subject of
creativity in advertising is something of an enigma. Project shows how creative director
in an ad agency goes ‘under the skin of creative’ to use it to greater effect in their work
and in wider aspects of their lives
NEED OF THE PROJECT
To understand such concepts this project has been undertaken by the guidance and the
support from the professionals. The deep scenario of glamour world had to be
understood, so this project report would give a summary of advertising related concepts
and the whole importance and procedures of ‘IMPORTANCE OF CREATIVITY IN
ADVERTISING’; particulary concentrating on TV.
RESEARCH METHODOLOGY
Formulating the research problem:
The major work done was to find out the different types of information regarding
creativity in advertising. Gathering all kind of information was a challenging job to do .
Research design:
The value of research project is determined not just by the new data obtained, but how
the research complements, previous investigations and contributes to our understandings.
My report is more of an explationary research and has more of secondary data.
Sources of data:
After knowing the type of research to be continued I began searching for the data from
various sources. These included data from different marketing ,managers/ sales managers
of reputed companies ,various books, websites and magazines.
The origin of advertising does not lie in the modern industrial age, but it has its roots in
the remote past. Advertising plays an important role in today’s competitive business
world. It provides benefits to Manufacturers, Retailers, Customers, Salesman and Society
as well.
Advertising is used to introduce a new product in the market. It helps to compete with
established brands and, thereby, ensures the survival and success of new product.
Advertising spreads information about the product or services and makes consumers
aware about it through various mass media which makes positive effect on the mind of
the people and create demand for the product.
The American marketing association defines advertising as “Any paid form of non-
personal presentation & promotion of ideas, goods or services by an identified sponsor”.
It helps in expanding local markets to national level and even to international level.
Trading at national and international level is impossible without advertising.
‘Creative without strategy is called Art. Creative with strategy is called Advertising.’
The old process of advertising of a movie by hand made poster
This is the example of advertisement in 19’s.through posters in film industry. The film
industry uses this types of promotion activities at that time. After passing the time and
due to coming new technology the field of advertising became too creative & innovative
in this modern age.
OBJECTIVE OF ADVERTISING
The Advertising objectives are the communication tasks to be accomplished with specific
customers that a company is trying to reach during a particular time frame. A company
usually advertises to achieve one of four advertising objectives: trial, continuity, brand
switching, and switchback. Which of the four advertising objectives is selected usually
depends on where the product is in its life cycle.
(1) Trial- The purpose of the trial objective is to encourage customers to make an initial
purchase of a new product. Companies will typically employ creative advertising
strategies in order to cut through other competing advertisements. The reason is simple:
Without that first trial of a product by customers, there will not be any repeat purchases.
(3) Brand Switching- Companies adopt brand switching as an objective when they want
customers to switch from competitors brands to their brands. A common strategy is for a
company to compare product price or quality in order to convince customers to switch to
its product brand.
(4) Switchback- Companies subscribe to this advertising objective when they want to get
back former users of their product brand. A company might highlight new product
features, price reductions, or other important product information in order to get former
customers of its product to switchback.
"What you say in advertising is more important than how you say it." - David Ogilvy
"Advertising is the genie which is transforming America into a place of comfort, luxury
and ease for millions." - William Allen White
"Advertising is the modern substitute for argument; its function is to make the worse
appear the better." - George Santayana
TYPES OF ADVERTISING
Advertising can take a number of forms, Including Outdoor, Advocacy, Comparative,
Cooperative, Direct-mail, Informational, Institutional, Persuasive, Product, Reminder,
Point of-purchase, and Specialty advertising.
OUTDOOR
Billboards and messages painted on the side of buildings
are common forms of outdoor advertising, which is often
used when quick, simple ideas are being promoted. Since
repetition is the key to successful promotion, outdoor
advertising is most effective when located along heavily
travelled city streets and when the product being promoted
can be purchased locally.
The structures for placement of advertising posters, spectaculars, and painted displays are
maintained by individual outdoor advertising companies called
plant operators. The plant operators also own or lease the land
on which the structures are built, primarily in commercial or
business areas. The structures are scientifically located in
places of heavy traffic volume along highways, alongside
railroad lines, on rooftops, or on the outer walls of buildings so
as to deliver an advertising message to the entire market in the
community.
A OUTDOOR ADVERTISEMENT
Outdoor advertising displays are an excellent reminder medium and are most commonly
used in an advertising campaign to supplement other media. “By Outdoor advertising,
You can target your audience with quick bursts of information on a daily basis”.
ADVOCACY
Advertising used to espouse a point of view about controversial
public issues. Advocacy advertising can be directed at either
specific targets, or general targets, such as political activists, the media, consumer groups,
government agencies, or competitors. It can be sponsored by any type of advertiser
(businesses, consumer, groups, special interest groups, political parties, or even
individuals).
COMPARATIVE
Is an advertisement in which a particular product, or service,
specifically mentions a competitor by name for the express purpose of
showing why the competitor is inferior to the product naming it.
Example- In the 1980s, during what has been referred to as the cola
wars, soft-drink manufacturer Pepsi ran a series of
advertisements where people, caught on hidden camera, in a blind
taste test, chose Pepsi over rival Coca-Cola.
CO-OPERATIVE
Advertising is a system by which a manufacturer pays a portion of
the cost (usually half) when a local retailer advertises the
manufacturer's brand. Lots of newspapers keep track of which
manufacturers are offering co-op ad programs because some small
retailers are often unaware of or forget about these funds.
Newspapers benefit from keeping this list for retailers since it ends
up selling more ad space by making the retailer aware of co-op allowances.
DIRECT-MAIL
The most common form of direct marketing is direct mail sometimes
called junk mail, used by advertisers who send paper mail to all postal
customers in an area or to all customers on a list. Direct mail includes
advertising circulars, catalogs, free trial CDs, pre-approved credit card
applications, and other unsolicited merchandising invitations delivered
by mail or to homes and businesses, or delivered to consumers' mailboxes by delivery
services other than the Post Office.
INFORMATIONAL
Advertising, which is used when a new product is first being
introduced, the emphasis is on promoting the product name,
benefits, and possible uses. Car manufacturers used this strategy when sport utility
vehicles (SUV’s) were first introduced.
INSTITUTIONAL
Advertising whose purpose is to promote the image of a corporation
rather than the sale of a product or service; also called institutional
advertising. This advertising is also used to create public awareness of
a corporation or to improve its reputation in the marketplace. As an
example, a large lumber of companies may develop an advertising
theme around its practice of planting trees in areas where they have
just been harvested. A theme of this nature keeps the company's name
in a positive light with the general public because the replanting of
trees is viewed positively by most people.
PERSUASIVE
Advertising is used after a product has been introduced to
customers. The primary goal is for a company to build selective
demand for its product. safety features of their vehicles. Persuasive
advertising is a component in an overall advertising strategy that
seeks to entice consumers into purchasing specific goods or services,
often by appealing to their emotions and general sensibilities. This
particular advertising strategy is different from informative advertising, which essentially
provides the customer with hard data about the nature and function of the product.
PRODUCT
Advertising pertains to non-personal selling of a specific product. An
example is a regular television commercial promoting a soft drink. The
primary purpose of the advertisement is to promote the specific soft
drink, not the entire soft-drink line of a company.
REMINDER
Advertising is used for products that have entered the mature stage
of the product life cycle. The advertisements are simply designed to
remind customers about the product and to maintain awareness. For example, detergent
producers spend a considerable amount of money each year promoting their products to
remind customers that their products are still available and for sale.
POINT-OF-PURCHASE
Advertising uses displays or other promotional items near the product that is being sold.
The primary motivation is to attract customers to the display so
that they will purchase the product. Stores are more likely to use
point-of-purchase displays if they have help from the manufacturer
in setting them up or if the manufacturer provides easy instructions
on how to use the displays. Thus, promotional items from
manufacturers who provide the best instructions or help are more
likely to be used by the retail stores.
SPECIALITY
Advertising is a form of sales promotion designed to increase
public recognition of a company's name. A company can have its
name put on a variety of items, such as caps, glassware, gym bags,
jackets, key chains, and pens. The value of specialty advertising
varies depending on how long the items used in the effort last.
Most companies are successful in achieving their goals for
increasing public recognition and sales through these efforts.
Future of advertising
Advertising has gone through five major stages of development: domestic, export,
international, multi-national, and global. For global advertisers, there are four,
potentially competing, business objectives that must be balanced when developing
worldwide advertising: building a brand while speaking with one voice, developing
economies of scale in the creative process, maximizing local effectiveness of ads, and
increasing the company’s speed of implementation. Born from the evolutionary stages of
global marketing are the three primary and fundamentally different approaches to the
development of global advertising executions: exporting executions, producing local
executions, and importing ideas that travel.
CREATIVITY
What is creativity ?
"Creativity is the process of bringing something new into being...creativity requires
passion and commitment. Out of the creative act is born symbols and myths. It brings to
our awareness what was previously hidden and points to new life. The experience is one
of heightened consciousness-ecstasy."
So, creativity is not reserved for web designers (and artists, or art, in general). Anyone
can be creative. It can be seen outside the design or art. In this context, it is necessary to
be clear about what creativity really means. 'To create' . According to the Oxford
Dictionary Creative means "Bring into existence, give rise to; originate.” "The word
creation means" All created things products of human intelligence, especially of
imaginative thought;" 'creative' means: "Creating; able to create; inventive; imaginative;
showing imagination as well as routine skill"
Create: To cause to exist, Bring into being, Originate, To give rise to, Bring about,
Produce, To be first to portray and give character to a role or part (appropriate to creating
fictional characters and writing stories) creation: An original product of human invention
or imagination.
Creative: characterized by originality and expressiveness, imaginative
According to Boden (1998), there are three main types of creativity, involving different
ways of generating the noble ideas:
• The “combinational” creativity that involves new combinations of familiar ideas.
• The “exploratory” creativity that involves the generation of new ideas by the
• Exploration of structured concepts.
• The “transformational” creativity that involves the transformation of some
dimension of the structure, so that new structures can be generated
Another way of looking at creativity is as playing with the way things are interrelated.
Creativity is the ability to generate noble and useful ideas and solutions to everyday
problems and challenges.
Creativity involves the translation of our unique gifts, talents and vision into an external
reality that is new and useful. We must keep in mind that creativity takes place
unavoidably inside our own personal, social, and cultural boundaries.
The more we define our creativity by identifying with specific sets of values, meanings,
beliefs and symbols, the more our creativity will be focused and limited; the more we
define our creativity by focusing on how values, meanings, beliefs and symbols are
formed, the greater the chance that our creativity will become less restricted.
In the creative process, there are always two different (but interrelated) dimensions or
levels of dynamics with which one can create:
The system which may be a particular medium (e.g. oil painting or a particular musical
form), or a particular process (like a problem solving agenda, or an approach to creativity
like Synaptic). The creative person manipulates that means to a creative end. The second
dimension described by the conceptual "content" which the medium describes. Again, the
creative person depicts changes, manipulates, and expresses somehow the idea of that
content.
Creativity researchers, mostly from the field of psychology, usually claim at being
creative means being noble and appropriate. Subsumed under the appropriateness
criterion are qualities of fit, utility, and value. At least three aspects of creativity have
drawn much attention.
The creative process, receiving the most attention, focuses on the mechanisms and phases
involved as one partakes in a creative act.
• A second aspect of creativity is the creative person. Here,
personality traits of creative people are central. The
environmental atmosphere and influence are concerns of a
third aspect, the creative situation.
• Serendipity
• Similarity
• Meditation
In addition, the mode of activity one is in when being creative differs. For example, there
is a distinction between real-time creativity and multistage creativity. Real-time creativity
is spontaneous, improvisational, and demands output in a short interval of time; whereas
in multistage creativity, sufficient time is allowed for the generation and selection of
ideas. Creative thought can be dividing into divergent and convergent reasoning.
Both abilities are required for creative output. Divergent thinking is essential to the
novelty of creative products whereas convergent thinking is fundamental to the
appropriateness. To combine this variety of definitions, we can say that creativity
involves the generation of new ideas or the recombination of known elements into
something new, providing valuable solutions to a problem. It also involves motivation
and emotion.
OBJECTIVES OF CREATIVITY
Main objectives of a creative thinking process is to think beyond existing boundaries, to
awake curiosity, to break away from rational, conventional ideas and formalized
procedures, to rely on the imagination, the divergent, the random and to consider multiple
solutions and alternatives (Candy 1997, Schlange and Juttner 1997).
Creativity is not an innate quality of only a few selected people. Creativity is present in
everyone. It can be learned, practiced and developed by the use of proven techniques
which, enhancing and stimulating the creative abilities, ideas and creative results, help
people to move out of their normal problem-solving mode, to enable them to consider a
wide range of alternatives and to improve productivity and quality of work. “Creativity is
thus constructed as a learned ability that enables us to define new relationships between
concepts or events, which seemed apparently unconnected before, and hich results in a
new entity of knowledge”
The result of the creative thinking process is especially important for businesses.
Managers and managerial decisions and actions, confronted with fast-changing and
ambiguous environments in business, need to develop creative solutions and creative
action-based strategies to solve problems, as they allow to increase understanding of
problematic situations, to find multiple problems, to produce new combinations, to
generate multiple solutions that are different from the past, to consider possible
alternatives in various situations that could occur in the future and “to expand the
opportunity horizon and competence base of firms” (dt ogilvie 1998).
Zoo zoo’s ad which affect and attract the customers towards Vodafone.
(3) (4)
(5) (6)
Fed up with the melodrama, one Wanting to continue with his
of the carpenters gets up in work, he walks over to the TV
disgust. "Arre, yeh bhi koi film and picks up a can of Fevicol
hai"!!! which placed on top of the TV..
(7) (8)
1. Advertising helps to keep the consumers informed about whatever new products
services are available in the market at their disposal.
2.It helps to spread awareness about products or services that are of some use to
consumer and potential buyers.
5.It creates awareness among the consumers about the products and the services
available in the market. Aids to increase our profits.
6. It helps in increasing the sales of the company which directly leads to the business
promotions. Provide assistance in the growth and development of the business.
Through the exposure of advertising, a product or service or issue must become familiar
enough to a probable purchaser so they can relate to it, so it becomes believable and
credible enough, that they are attracted to it, and then trusts it enough to try it.
There must be something demonstrated that provides the probable purchaser with what
they want, need, or desire: help, utility, solve a problem, answer a question, seek
pleasure--avoid pain, hunt and gather better, survive and prosper more… or the probable
purchaser will not buy into your proposition, or they will only buy it once, and never
endorse it to others in their influence.
ADVANTAGE OF CREATIVITY:
Creativity, through the generation of ideas with value, is needed in order to solve
concrete problems, ease the adaptation to change, optimize the performance of the
organization and best practice manufacturing, and changes the attitude of the staff of the
organization. Creative thought processes are also important at all stages in the R&D
process.
• Productivity increase
• Efficiency
• Rapidity
• Flexibility
• High performance
• Miscellaneous advantages
I once read a quote somewhere that said, "We do not separate advertising from life."
Creativity is a very subjective term. Who can really say what is creative, for we all have
different opinions on what we individually think is creative. Some people believe
creativity is an engrained concept that you are born with it. Other people believe it is a
talent that can be learned and taught.
I personally believe it is a little of both. The essential elements of creativity are really
imagination and inventiveness disciplined by routine skills. Your imagination is
something you are born with, it can be large and wild or it can be small and constrained.
Inventiveness is something that can be disciplined, it can be taught and learned with
practice and skill.
Put those two concepts together and anything is possible. In advertising, agencies live
and die by creative communications. Creativity is one of the reasons clients justify
advertising and their choice of agencies
So what exactly is creative in advertising? Some creative commercials are effective,
some effective ads are creative, and other ads are neither creative nor effective. Creativity
and effectiveness ultimately join in the consumer’s minds rather than remain separate.
We must then ask, what is efficiency? Well, efficiency of an ad is determined by the
correct combination of its impact and retention. Impact being the ability of an ad to
attract attention and retention being the ability of an ad to stay on viewers’ minds.
We can thus say with certainty that an advertisement needs to be creative to succeed. Its
creativity needs to be effective in both its impact and retention. I found the quote at the
beginning of the page and thought it was just great.
. Increasing sales
The expenses of advertising may be justified on the ground that it helps to increase sales,
which there by results in increased production.
• Reduction cost
It assets to reduce cost of production and distribution which are passed on to consumers
in the form of reduced prices. .
• Duplicate advertising
The basic purpose of advertising is to increase the sales of products which are not in
competition, For example large amounts are spent on the publicity of Tooth Pastes which
appear to be in competition but which is really produced by the same manufacturers.
Advertising can create a market attitude for product which would not otherwise be
desired. Thus artificial demand can be created by exploiting fears.
• Encouraging competition
It assists to promote competition among the producers. Thus it facilities to supply goods
of improved quality in the market at competitive prices.
Advertising helps to increase the business activities in the country. Thus national income
and consumption per capita may be increased.
• Developing goods
It informs the manufacturers about the changes in taste, fashion and habits of customers.
So producer will be in a position to develop his product according to the changed
circumstances in the market.
• Informing consumers
Advertising provides the information to consumers about the choice, prices quality and
other description of product at their home, which guides them for quick decision.
• Providing employment
As it helps to create the new demand of the products, it tends to increase the sales volume
of goods. So new industry will be established and old industry will be expanded where
thousands of persons may be engaged.
Constructive advertising encourage to a great extent the necessity for buying ability. The
use of brands is essential for most advertising which makes it possible to depend upon the
standard quality of such merchandise. It enables the customers to avoid purchase of
unsatisfactory brands.
New products can be introduced and popularized in the market by advertising. But in this
way an established company which manufactures a group of. products can boost up the
sales of its entire products.
• Saving time
Advertising greatly helps to save time. It enable the consumers to spend a short deal of
time seeking products to meet his requirements because he has already been informed
about many standard goods through advertising.
Advertising Agencies
An advertising agency or ad agency is a service business dedicated to creating, planning
and handling advertising (and sometimes other forms of promotion) for its clients. An 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. An agency can also handle overall marketing
and branding strategies and sales promotions for its clients.
George Reynell, an officer at the London Gazette, set up what is believed to be the first
advertising agency in world, United Kingdom(London), in 1812. This remained a family
business until 1993, as 'Reynell & Son', and is now part of the TMP Worldwide agency
(UK and Ireland) under the brand TMP Reynell
In 1864, William James Carlton began selling advertising space in religious magazines.
James Walter Thompson joined this firm in 1868. Thompson rapidly became their best
salesman, purchasing the company in 1877 and renaming it the James Walter Thompson
Company, which today is the oldest American advertising agency. Realizing that he
could sell more space if the company provided the service of developing content for
advertisers, Thompson hired writers and artists to form the first known Creative
Department in an advertising agency. He is credited as the "father of modern magazine
advertising" in the US..
Agency Departments
Creative department
The people who create the actual ads form the core of an advertising agency. Modern
advertising agencies usually form their copywriters and art directors into creative teams.
Creative teams may be permanent partnerships or formed on a project-by-project basis.
The art director and copywriter report to a creative director, usually a creative employee
with several years of experience. Although copywriters have the word "write" in their job
title, and art directors have the word "art", one does not necessarily write the words and
the other draw the pictures; they both generate creative ideas to represent the proposition
(the advertisement or campaign's key message). Creative departments frequently work
with outside design or production studios to develop and implement their ideas. Creative
departments may employ production artists as entry-level positions, as well as for
operations and maintenance. The Creative Process forms the most crucial part of the
advertising process.
Account services
Agencies appoint account executive to liase with the clients. The account executives need
to be sufficiently aware of the client’s needs and desires that can be instructed to the
agency’s personnel and should get approval from the clients on the agency’s
recommendations to the clients. Creativity and marketing acumen are the needed area of
the client service people. They work closely with the specialists in each field.
Media services
The media services department may not be so well known, but its employees are the
people who have contacts with the suppliers of various creative media. For example, they
will be able to advise upon and negotiate with printers if an agency is producing flyers for
a client. However, when dealing with the major media (broadcast media, outdoor, and the
press), this work is usually outsourced to a media agency which can advise on media
planning and is normally large enough to negotiate prices down further than a single
agency or client can.
Production
Without the production department, the ads created by the copywriter and art director
would be nothing more than words and pictures on paper. The production department, in
essence, ensures the TV commercial or print ad, etc., gets produced. They are responsible
for contracting external vendors (directors and production companies in the case of TV
commercials; photographers and design studios in the case of the print advertising or
direct mailers). Producers are involved in every aspect of a project, from the initial
creative briefing through execution and delivery. In some agencies, senior producers are
known as "executive producers" or "content architects".
Modern agencies might also have a media planning department integrated, which does all
the spot's planning and placements.
In small agencies, employees may do both creative and account service work. Larger
agencies attract people who specialize in one or the other, and indeed include a number of
people in specialized positions: production work, Internet advertising, planning, or
research, for example.
An often forgotten, but integral, department within an advertising agency is traffic. The
traffic department regulates the flow of work in the agency. It is typically headed by a
traffic manager (or system administrator). Traffic increases an agency's efficiency and
profitability through the reduction of false job starts, inappropriate job initiation,
incomplete information sharing, over- and under-cost estimation and the need for media
extensions. In small agencies without a dedicated traffic manager, one employee may be
responsible for managing workflow, gathering cost estimates and answering the phone,
for example. Large agencies may have a traffic department of five or more employees.
Advertising interns
Advertising interns are typically university juniors and seniors who are genuinely
interested in and have an aptitude for advertising. Internships at advertising agencies
most commonly fall into one of five areas of expertise: account services, interactive,
media, public relations and traffic.
Interns often take part in the internal creative process, where they may be charged with
creating and managing a website as well as developing an advertising campaign. Hands
on projects such as these help interns learn how strategy and well-developed marketing
are essential to a sound advertising and communications plan.
During their internship, the intern will experience the development of an ad, brochure and
broadcast or communications project from beginning to end. During the internship, the
intern should be exposed to as much as possible within the agency and advertising
process.
COMPANY PROFILE
‘
COLLECTION AND ANALYSIS OF INFORMATION
CHAPTER SUMMARY
Questionnaires were asked and fill by the 50 Marketing/ Sales Managers, Sr. Executives
of 50 different Companies.
RESPONSES
The questionnaires were asked and fill by the employee’s 25 July 2010 and a total of 50
questionnaires were received back by 2nd Aug. 2010.
(a) Crucial (b) Important (c) Average (d) Not much important