Project Report on Advertising Agency Future Advertising is a growing industry that offers great scope for creative people.

E a c h y e a r n e w m a r k e t s open up and communication channels b e c o m e m o r e sophisticated, reaching out to many more people, through different media. As more and more multinationals are coming to India to capture the unexplored huge consumer market, the demand for advertising professionals is bound to increase. According toan estimate, the Indian advertising agency will need over 6000 trained professionals every year. With the country's vast rural market also becoming the focus of advertising, the industry's turnover is bound to multiply thereby creating a huge demand for 'ad' professionals.With the dawn of the Internet have come many new advertising opportunities.Popup , Flash banner, advergaming , and email advertisements (the last often being aform of spam) abound. Each year, greater sums are paid to obtain a commercial spotduring the Super Bowl. Companies attempt to make these commercials sufficiently entertaining that members of the public will actually want to watch them.Particularly since the rise of "entertaining" advertising, some people may like an advert enough that they wish to watch it later or show a friend. In general, theadvertising community has not yet made this easy, although some have used

the Internet to widely distribute their adverts to anyone wishing to see or hear them.Another significant trend to note for the future of advertising is the growing importance of niche or targeted ads. Also brought about by the Internet and the theoryof The Long Tail, advertisers will have an increasing ability to reach narrow audiences . In the past, the most efficient way to deliver a message was to blanket thelargest mass market audience possible. However, usage tracking, customer profilesand the growing popularity of niche content brought about by everything from blogsto social networking sites, provides advertisers with audiences that are smaller but much better defined, leading to ads that are more relevant to viewers and more effective for companies marketing products.69 Project Report on Advertising Agency Outlook Competition for many jobs will be keen b e c a u s e t h e g l a m o u r o f t h e advertising and public relations services industry traditionally attracts many more jobseekers than there are job openings. Employment in the industry is projected togrow 22 percent over the 200414 period, compared with 14 percent for all industries combined . New jobs will be created as the economy expands and generates more products and services to advertise. Increased demand for advertising and

public relations services also will stem from growth in the number and types of media outletsused to reach consumers, creating opportunities for people skilled in preparing material for presentation on the Internet.On the other hand, employment growth may be tempered by the increased useof more efficient non-print media advertising, such as Internet or radio, which could replace some workers. Employment also may be adversely affected if legislation , aimed at protecting public health and safety, further restricts advertising for specific products such as alcoholic beverages and tobacco. In addition to new jobs createdover the 2004-14 period, job openings also will arise as workers transfer to other industries or leave the workforce.70 Project Report on Advertising Agency Myth:An agency always helps to sell a product What does a professional advertising agency have that is unique? With professional talent and loads of communications experience under their belts , agencies are perfectly suited to take over their clients marketing communications problems and help them with specialized services. But like everything it too has its limitations . Effective advertising can contribute immensely to the success of a product. Similarly, if the product is bad or something that the people cannot accept ,then no amount of advertising can save it. Advertising can

never succeed in selling something which the public will not accept.If the advertising needs to be successful, the product needs to: Solve a purpose Fulfill a need Be satisfactory Have a credible proposition71 Project Report on Advertising Agency Case study Client: Reliance Textile Industries L t d . ( V i m a l S u i t i n g s ) Ad Agency : Mudra Communication Pvt. Ltd., Ahmedabad Marketing Objective The Research and Development department of Reliance Textile innovated a suiting , using imported yarns, which imparted exclusive properties to the fabric maximum porosity per square centimeter and excellent crease recovery to free thefabric from unwanted wrinkles. The range of colours of pastel shades was subdued and classy.C o n s i d e r i n g t h e final product and pricing, it was decided to b e a m t h e marketing of the product at the uppermost segments of society, such as directors , chairmen, industrialists, businessmen, in short

gentlemen of some standing in society.A prime requirement, however, was that the strategy should not offend other prospective consumers by excluding them completely. Rather, this suiting had to be promoted as a very sophisticated, exclusive suiting. Creative strategy To reach the primary target audience the personnel selected to be featured inthe advertising campaign were four gentlemen who were well known by the position they held in prestigious or organizations by virtue of their business interests.Since the brand name, Herr Mode, was adapted from the German and stood for fashion for the gentlemen, this was used as the copy platform and read as follows:Herr Mode:In German it stands for fashion for the gentleman.In India it stands for the finest suiting for gentleman.To include other consumers as well, the same theme finest suiting for gentleman was retained.72 Project Report on Advertising Agency Media Strategy Colour advertisements were scheduled in selected prestigious general interest magazines all over the country. To achieve the specific marketing objective of reaching the primary target audience, a few business journals, and journals read bytop level personnel, were also used as a primary medium. To

cover other aspiringconsumers , the colour advertisements were adapted to black and white formats and scheduled in all major newspapers of the country. Posters and other point of sale material were distributed to retailers stocking Herr Mode suiting all over the country.73

Project Report on Advertising Agency Case 2 Agency: Ogilvy & Mather Client: Asian Paints O&M building brands of Asian Paints Albert Einstein said Everything should be made as simple as possible, but notsimpler . And so it is with brands! As many of them try to make things simpler, theyonly end up complicating the core message. Some, however, continue talking to their consumers in the same language for decades on end, and with great aplomb. For well over six decades, images of Gattu ( the Asian Paints mascot developed by R.K. Laxman) remains imprinted in the psyche of Indian consumers. But when gattu gave his place to Sunil Babu

in 2002, Asian Paints arguably unleashed a whole new exciting industry in the country, converting it into a more thrilling propostion.The year 2006 saw Asian paints came out with its Chhote Nawab campaign,which once again created magic with brands patrons and explored virtually everyterritory , from sublet absurdity to fond emotions. Abhijit Avasthi , Group Creative Director, Ogilvy & Mather has been working on Asian Paints brand proposition for al o n g t i m e a n d a s s e r t s h i s f a m i l i a r i t y w i t h the tone and manners of t h e i r communications. while the corporate communication ( har ghar kch kehta hai ) of Asian Paints is emotional in its appeal, the work on Apex Exterior has always been product-centric and humorous in the manner of Wah Sunil Babu, Badhiya hai andthe Chhote Nawab Campaign.Chhote Nawab followed the phenomenal successs of the Sunil babu campaignand the quirky element in the commercial did woneders , both for the product and the message . The emphasis was on array of eye-catching colours and it even packed enough punch to attract the youth. In the later half of the year, this paint brand cameup with yet

another characteristics commercial, which told the story of how two kidscajole their grandmother to buy chocolates by linking it to their favourite wall colour.Someone once said angels can fly because they take themselves lightly; devils fall because of their gravity, and this 64 year old paint veteran certainly seems to have understood this light & racy path to success! Badhiya Hai!74 Advertising Agencies Project Download this Document for FreePrintMobileCollectionsReport Document Info and Rating project advertising agencies Business-Marketing Follow babujishailesh Share & Embed Related Documents PreviousNext 1.

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Bottom of Form seagull21left a comment Thanks for sharing that document, but how can I cite it? Could you send me name of the author and year of publishing?? Would be thankful 02 / 28 / 2011 upe_matjazleft a comment well where am so new in to this project management ,as well since my very first project report on forming an adverting firm.this is really helpful.. x 07 / 20 / 2010 anilmaxin79left a comment anilmaxin28@gmail.com 04 / 27 / 2010 sumeetjethanileft a comment thank u very much 01 / 03 / 2010

joslin46left a comment thnx a lot..sir..... 12 / 14 / 2009 sumeetjethani replied: hi i want a help on project do u help me 01 / 03 / 2010 ankhsleft a comment was looking for this, thanx 11 / 30 / 2009 ParvSharma19left a comment I hope it ll be Friendly for me.. 02 / 26 / 2009 mohammedismailr2701left a comment Itz amazing project by urself 02 / 14 / 2009 mwelleleft a comment I'm about to enter the world of ad agency. This is a great help! thanks! 01 / 19 / 2009 mamaelvisleft a comment its good, thank you 12 / 07 / 2008 kuttettan1986left a comment thanks 08 / 09 / 2008

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