Preface

It gives me great pleasure to prepare a project on “Organizational Study”

at Grey Worldwide. I have learnt so much about advertising industry and
advertising agencies while preparing the project.

The first part of the project is about advertising operations. During my

training at Grey Worldwide I have learnt the functioning of different
departments of the agency. An advertising agency is highly integrated and
no single department can work without the co – ordination of the other.
There is a unanimous effort of servicing, media and creative people to run
the agency.

The second part of my project is on a survey conducted for the launch of

Science Channel. It consists of the tabulated findings and presentation of
the same.

Ad agency is not a place where ads are created; it is a place where brands
are built. Imagination isn’t enough. One needs an insight inspired by
understanding.
 ACKNOWLEDGEMENT

I consider myself fortunate to have visited Grey Worldwide (India) Pvt.

Ltd. I gained a good experience which I am sure will be of great benefit
to me.

I am very thankful to Mr. Ameya Khadakkar, Account Executive,

Ahmedabad and all other members of the staff of Grey Worldwide (India)
Pvt. Ltd. for giving me the required information and full co – operation
during my visit.

I am thankful to Mr. Pankaj Mudholkar, the Vice President of Grey

Ahmedabad for giving me this opportunity.
 INDEX

Part- A

1) Advertising
2) Grey Worldwide : General Information
3) Grey Worldwide at a Glance
4) Functioning of an ad agency
5) Client Servicing Department
6) Media Planning Department
7) Creative Department
8) Agency – Client relationship
9) Current Scenario of Advertising industry

Part B

Market Survey
 ADVERTISING

“Working Emotion, Shaping Aspiration, Firing Imagination.”

 ADVERTISING

Advertising is any paid form of non-personal; presentation and promotion

of ideas, goods or services by an identified sponsor. Ads are a cost
effective way to disseminate messages, whether to build a brand
preference like Coca – cola or to educate people to avoid hard drugs.
Organizations handle advertising in different ways. In small companies,
advertising is handled by someone in the sales or marketing department,
who work with an ad agency. A large co. will often set up its own
advertising department. The job here is to propose a budget; develop
advertising strategy; approve ads and campaigns etc. Global companies
like IBM and Hewlett – Packard, use only one agency that can supply
global advertising, public relations, sales promotion and web consulting.
The result is integrated and more effective marketing communications
and much lower total communications cost.
Advertising agencies need to redefine themselves as communication
companies and assist clients in improving their overall communication
effectiveness. Procter & Gamble recently required that all its marketing
programs be jointly planned with the various communications group
sitting together, instead letting its advertising agency dominate the
decision making. It changed the ad agency compensation from standard
media commission to a percentage of how well its global sales
performance.
 In developing an advertising program 5 major decisions are taken by the
ad agency. They are known as “The Five Ms of Advertising”. They are:
 Mission : What are the advertising objectives?
 Money : How much can be spent?
 Message : What message should be sent?
 Media : What media should be used?
 Measurement : How should the results be evaluated?

Message
1) Message Generation
2) Message evaluation
& selection
3) Message execution
Money 4) Social responsibility
review
Mission 1) Stage in PLC.
2) Market share & Measurement
Sales goals consumer base. Communication
3) Competition & impact
clutter.
Advertising Media Sales impact
4) Advertising
objectives 1) Reach, frequency,
frequency.
5) Product impact.
substitutability. 2) Major media types
3) Specific media
vehicles
4) Media timing
5) Geographical media
allocation

 Five Ms of Advertising and factors affecting them.

“An integrated one stop communication partner.”
GREY WORLDWIDE: GENERAL INFORMATION

Introduction:

Grey Worldwide, the global advertising agency, is one of the ten largest
advertising agencies in the world, with offices in over 90 countries. It has
one overriding focus: to produce truly great creative work, to produce
work that soars and fosters the brand relationship with consumers –
work that helps in prospering clients. Grey worldwide provides highly
creative services including a brand ideas and strategies, brand planning,
creative department and production.

Name:
Grey Worldwide (India) Pvt. Ltd.

Address:
Grey Worldwide (India) Pvt. Ltd.
M-1 Suryarath
Panchwati, Ellisbridge
Ahmedabad 380 006.
Tel: (079) 2644 9562 / 2642 4561
 HISTORY & DEVELOPMENT

1917 : Grey Worldwide was started as a direct mail company, named

GREY STUDIOS by Larry Valestine.

1925: GREY STUDIOS had acquired enough consumer accounts to

necessitate a change of name to GREY ADVERTISING.

1935: GREY MATTER, a news bulletin of current facts that have move
merchandise was introduced.

1959: GREY ADVERTISING had opened its first international office at

Montreal, Canada.

1988: Grey strengthens its strategic capability with the launch of the
“Brand Planning and Research Department”.

2000: Grey has its offices in nearly 100 countries. Grey established a
holding company called GREY GLOBAL GROUP to serve as the
parent co. of all its communication properties.
 AWARDS & ACHIEVEMENTS
Clio Awards 1 Bronze Clio:
Slim-Fast “Wedding”: National Campaign

ADCC Awards Gold:

Slim-Fast “Wedding Cake Campaign”: Advertising Miscellaneous

Silver:
Slim-Fast “Broken Cake”: Single, Advertising Posters

Merit:
Slim-Fast “Broken Cake”: Single, Photography
Slim-Fast “Split Dress”: Single, Photography
Slim-Fast “Sinking into cake”: Single, Photography
Slim-Fast “Wedding Cake Campaign”: Advertising Posters
Unicef “Nice Christmas” card: Public Service, Single
Roots Air “www.rootsair.com” Corporate Website, B to C
Roots Air “Unlaunching” Integrated Branding Campaign

Applied Arts 8 Winning Entries:

Slim-Fast Wedding campaign: Out of Home Advertising
Slim-Fast Wedding campaign: POP Ads
Slim-Fast “Broken Cake”: Out of Home Advertising, single
Slim-Fast “Sinking Into Cake”: Out of Home Advertising, single
Slim-Fast Wedding campaign: Consumer Magazine
Slim-Fast “Sinking Into Cake”: Consumer Magazine, single
Nytol “Pillows”: Out of Home, single
www.rootsair.com: Website Design

Strategy Magazine Gold:

– Digital Award Cover Girl
Show
Merit:
Cover Girl
E*TRADE eCombat
Sunoco BBQ Contest

Marketing Results Pending:

Magazine – Digital Cover Girl
Award Show E*TRADE eCombat
Roots Air
Sunoco BBQ Contest
RVSP Gold:
E*TRADE E*Combat

Silver:
Sunoco Ultra 94

Merit:
Enbridge Commodity Direct Response
 GREY WORLDWIDE AT A
GLANCE
 GREY WORLDWIDE AT A GLANCE

The Vision:
To be a great global integrated Communication Company, creating and
enhancing brand value for their client.

The Mission:
To create lending Brand ideas: ideas that resonate in people’s minds and
hearts and create brand preference.

The Culture:
Grey is collaborative community of intellect and talent.
Their currency is ideas.
They thrive on imagination, passion and leadership.

Their Philosophy:
“Find The Edge” is their philosophy and the mission of their core
business. They believe that rigorous thinking and relentless curiosity
inspire outstanding creative ideas that find the edge for their client’s
brands. They are proud of what this philosophy says about how they work
as a company. Find the edge supersedes on the red sphere is designed to
indicate the challenge of finding an edge even on a round surface.
What They Believe:

 Talent defies Gravity.

They believe in rewarding the talent. It will soar to the top of every
company in their group.
 Reach – and the bottom line will rise with you.
 Change is Irresistible.
For them “The best is good enough.” They target a single “best in class”
offer in every major communications business and they focus on
making them fully a part of Grey. That’s where they believe that they
offer a real advantage versus other networks. Grey believes that brand
character is the plus factor that differentiates great advertising from
mediocre advertising.

What They Value:

 Find the edge
Rigorous thinking and boundless curiosity are the pedigree.
 Leap
Taking the risk.
 Learn
Gathering knowledge, not process.
 Lead
They reward entrepreneurs.
 Talk Straight
Truth is the shortest distance between two points.
 Be Partners
Work together with respect.
  Practice Optimism
Whatever is conceivable is possible.
 Have Fun
Attitude is everything.
Grey represents more multinational advertisers than any other agency in
the world, according to adage. The major brands handled by Grey
International are Glaxo SmithKline, Wrigleys, Mars, Bang & Olufsen,
Group Dannone, Hugo Boss, Cover Girl, Pantene, Oracle etc. The most
important global clients of Grey are Procter & Gamble, Danone and
SmithKline Beecham.

Creativity:
Grey worldwide provides highly creative services including brand ideas
and strategies, brand planning, creative development and production. It
has one overriding focus: to produce truly great creative work, to produce
work that soars and fosters the brand relationship with consumers – work
that helps in prospering clients.

Strategy:
Grey has emphasized on market research at all stages of the campaign
like:
 The development of product
 The brand concept
 Advertising
 Measurement of results of campaign

Grey’s marketing and research department is renamed as “Strategic

Services” to reflect the fundamental strategic role research plays in the
agency’s creative work.
Services:
Grey services a diverse client base well represented globally in all key
product categories including FMCG, pharmaceutical products,
automobiles, entertainment and communications, technology and
telecommunications and retail. They are confident in their ability to
deliver to their clients what they need and translate this success into
rewards for their stockholders and employees.

Grey Beyond Advertising

Grey is among world’s leading providers of specialized communications.
They are operating their global network in all vital specialties like Public
relations, Direct marketing, interactive communications etc.
 Grey Direct:
Grey Direct is one of the largest direct marketing agencies in the
world. They specialize in development of direct response
advertisement.

 GCI:
It is an independent division of Grey, taking care of public relations
and public affairs. It specializes in corporate counseling and
strategic business issues, Government relations and public policy
issues, crisis communications and marketing support programs.

 Mediacom:

It is one of the largest media planning and buying agency of the

world. Grey invested in Mediacom with an objective of leading the
media operations world over.

 Grey Interactive:
It is a full service marketing communication company. Specializes
in developing and designing websites.

 Grey Healthcare Group (GHG):

GHG is the fourth largest healthcare marketing network in the
world. It specializes in developing integrated marketing programs
for healthcare products and services.
 Functioning Of Grey In India:

In India Trikaya Advertising ad agency was formed in Mumbai in 1975.

Trikaya gradually started gaining reputation and was given the status of
“Creative Hotshop” in the year 1980. The Grey – Trikaya relationship
formalized in 1987 and the ad agency became Trikaya Grey Advertising
Agency.
From the year 2001 Grey is having 100% equity participation in the ad
agency and so it is known as Grey Worldwide Advertising agency. Grey
is ranked number one for its creative standards as per MARG survey.
Grey has head office in Mumbai and branch offices in Ahmedabad,
Banglore, Kolkatta, New Delhi and Mumbai (head office). In India the
clients of Grey are:

Revlon Arvind Fashions

Hyundai Britannia Industries
Indian Airlines Kotak Mahindra
Hindustan Times Gujarat Ambuja Cements
Business Today Marico Industries
Arvind clothing Johnson & Johnson

Grey Ahmedabad has a team of 18 professionals working in:

 Client servicing Department
  Media Department
 Creative Department (consists of copywriters / visualisers)
 Full fledged studio with well equipped computers.
 Other support staff.
The major clients of Grey Ahmedabad are:
 Arvind Mills
 Suzlon
 Gujarat Gas
 IPCL
 GMDC
 CERA
 GSPC
 Digjam

Functioning of Grey all Over the World

Headquartered in New York, Grey Worldwide has offices in 159 cities in 90 countries:

Argentina Hungary Poland

Australia India Portugal
Austria Indonesia Puerto Rico
Bangladesh Ireland Romania
Belgium Israel Russia
Bolivia Italy Saudi Arabia
Brazil Jamaica Singapore
Bulgaria Japan Slovakia
Cambodia Kazakhstan Slovenia
Canada Kenya South Africa
Chile Korea Spain
China Kuwait Sri Lanka
Colombia Latvia Sweden
Costa Rica Lebanon Switzerland
Croatia Lithuania Taiwan
Cyprus Malaysia Tanzania
El Salvador Mauritius Thailand
Czech Republic Mexico Trinidad & Tobago
Denmark Moldova Turkey
Dominican Republic Morocco Ukraine
Ecuador Myanmar United Arab Emirates
Estonia Netherlands United Kingdom
Finland New Zealand United States
France Nicaragua Uruguay
Germany Nigeria Uzbekistan
Ghana Norway Venezuela
Greece Pakistan Yugoslavia/Serbia
Guatemala Panama Zimbabwe
Honduras Peru
Hong Kong Philippines
FUNCTIONING OF
AN AD AGENCY
 Media Creative

Client Servicing

Client

 Client contacts the servicing people and give them brief and his
budget on media spending.
 Servicing people give the brief to creative people.
 Simultaneously servicing people contacts media department and
give them the budget.
 The creative people will start making ad as per client’s brief and
media people will try to get the best media plan taking the budget
of the client in to the account.
 When the both department are ready with their proposals the
presentation will be made to the client.
 If the client is not satisfied with any of the department they will
redesign their strategy.
 After the client approves the entire plan the final step of executing
the ads in media is taken up.
 SERVICING DEPARTMENT
“Building client trust leads to adventurous advertising.”
 CLIENT SERVICING

“Servicing”, as the name suggests, the department serves the client. Their
main job is to create and maintain the relationship with client.
Generally an advertising agency acquires the contract by two ways, a cold
call or pitch. A cold call is when a client sees the work of an agency and
contacts the agency and gives it a contract. While pitch is a presentation
made by the agency to the client to acquire the contract. The client
generally invites different ad agencies for pitching. After the pitch the
client decides which agency is going to have the contract.
Personalized meetings with the clients are perhaps the most important
part of any advertising campaign. This department is responsible for
meeting prospective clients and getting business for the company. They
are the main profit-makers for the company and their role is very
important in the agency. It is the client-servicing people who ultimately
reach the top slot of any agency. To be an effective client-servicing
person, the candidate has to have a thorough knowledge of the client's
business and also know his weak points so that, through advertising and
communications, the gap can be minimized. Client Servicing personnel
meet the clients and takes their briefing.

They then get back to the agency's creative people who, in turn, give a
shape to the campaign. The client-servicing people must understand the
problem and look at the product from a consumer's viewpoint and also
explain the creative department how to devise an appropriate strategy.

Then they brief the media Department for right display in various outlets.
Once the Campaign outline is designed, the client servicing people take
the client's approval and makes modifications, if necessary. After the
approval, the job is sent to the production Department where they make
the campaign print. The basic requirement of a Client Servicing
Executive is that he should be interactive.

These people should be very systematic and take every step methodically.
With research getting more and more important, the task of a servicing
person is to collect enough track research input before making the final
presentation.

The work also calls for organizing research, collecting information,

gauging consumer attitudes and drawing up the most appropriate and
effective advertising strategy within a specified budget.

So the servicing people of an ad agency must:

 Be the best – informed persons on accounts.

As they are the one who’s functioning is the entry level of an ad

agency.

 Do lots of reading to acquire understanding.

They need to know the history of their client. They have to

study all the research reports to understand the market situation
of the product for which they are making ads. They need to
keep their selves updated regarding the market situations of the
products. The reading in general helps them in acquiring new
contracts.

 Learn to make good presentations.

 Servicing people can acquire new clients for the agency through
their presentation. Their presentation skills build the image of
the agency.

 Maintain good interpersonal relationship.

As servicing people have to deal with the people of every

department of their agency as well as with the client and the
people working for the client, the must maintain good
relationship in – house and with the client.

 Be a friend and consultant to the client.

The responsibility of building trust with the client is of

servicing people. They should maintain the relationship with the
client in such a way that the client starts perceiving the ad
agency as a part of its marketing team.

 Give strategic inputs to the client on issue related to the

advertising and communication.

Today advertising agencies are going beyond making ads. Ad

agencies are no longer ad makers but they are brand builders.
And the task of brand building requires a uniform effort from ad
agency and client. So the servicing people give inputs to the
client on issue related to the advertising and communication, so
that the client also gets some idea of how he should manage his
other marketing activities to synchronize the entire process of
brand building.
 MEDIA PLANNING DEPARTMENT

“It is important to reach the people who count than to

count the people we reach.”
 MEDIA DEPARTMENT

This department is responsible for the positioning of an advertisement in

the press, radio or television as well as identifying and procuring display
space. The department, keeping in view the target segment, looks for
innovative media outlets and places the advertisement accordingly. The
department also negotiates for various media discounts and checks out
effectiveness of the regional media and its reach to the targeted consumer.
Post-campaign release research is undertaken by the department to keep a
check on the effectiveness of the ad/campaign.

Media buying is a very tricky business and it is here where the client's
shoe pinches the most. By media buying, one means, the purchase of
advertising space and airtime. It also constitutes keeping in contact with
commercial representatives of the press, television stations and other
media outlets; raising estimates on campaign media plans and ensuring
that materials are released on time and the billing is properly done. The
agency gets a good commission from the outlet on releasing any
campaign.

As a matter of fact, advertising agencies are finding media business more

profitable and are diversifying into this business with renewed vigor.
Many of them have floated separate outlets for media buying and selling.
The person should be able to juggle with numbers and make the best use
of the client's money.

If we analyze functioning of media department we can divide it in four

major parts. The flow of the functioning of media department would be as
follows:
1) Media Oriented Research:

The most basic task in media operation is to carry the research to

find out

 How much competitor’s are spending on media and what kind

of media mix are they using.
 Which is the best media vehicle to reach the target audience.

 How the product is doing region wise.

2) Media Planning:

With help of the conclusions of the research the task of media planning
is taken up. The major decisions to be taken at this level are:

 What will be the media mix?

To make this decision the media manager considers the reach of

various media and the budget of the client to spend on media.

 What will be the media spending in particular regions?

For example if any product is having good sales in the Northern

region but not in Southern region then the media spending for the
southern region will be higher as compared to northern region.

 What will be timings of the ads to appear in different medias?

All the options for the proper timing for an ad to appear in media
are considered. This facilitates the process of media buying.
3) Media Buying:

A very crucial task of media manager is media buying. For this task
there are two basic requirements – excellent public relations and a
calculative mind.

In the process of media buying:

 The rates of different media like channels, publication etc. which

are most suitable to the ad are collected.
 The comparative evaluation of different media and their rates is
done.

 The most effective media as per the cost as well as reach is

decided.

 The negotiation regarding rates is done with the media house.

 The final media buying decision is made.

4) Media Operations:

After the media buying decisions are made the media operation comes
in view. The agency has to give release order to the media house in order
to release the ad. The agency passes the release order to the media house
only after the client signs the agreement.
The accredited agencies get 60 days credit for media payments. The
agencies generally get 15% commission on the bill of media placement.
No agency can have more than 15% commission as per the rule.

For example if we have an ad of 25cms in length and 4 columns in width

and the rate Rs.150 per cc for the publication and the same is to be
released then:

Rs. 15000 (25*4*150) → is client’s expense.

Rs. 2250 (15000*15%) → is agency’s commission.

Rs. 12750 (15000-2250) → will go to the publication.

The new approach in the commission is “Agency On Record (AOR)”.

This approach works when different brands of the company are handled
by different ad agencies and the company decides that though the creative
works are done by different ad agencies, the media placement will be
done by only one ad agency so that the process becomes less
complicated.

So in this case the ad agency which has not worked on the creatives of
particular brand but is involved in the media planning then that agency
will get 2.5% of commission and the rest 12.5% of commission will go to
the agency which has created the ad.
So these are the major tasks for which the media department of an ad
agency is responsible. For performing these kinds of task a media
manager must possess the following qualities:

 Analytical mind:

Today lots of media options are available. But the proper

analysis of all can help in selecting the best one.

 Stability under pressure:

Media managers have time and money constraints. They strictly

have to work keeping these two in mind. So they must have
ability to work under pressure.

 Negotiation power:

It is an important task media manager to negotiate with media

houses and get the best possible rates. So a media manager must
have good negotiation power.

 Ability to communicate numerical data in non- numerical

formats:

Media manager deals with lots of numbers. They decide the

media plan taking into consideration numerical data like rates,
reach, readership, circulation, exposure etc. They have to
 explain the media plan to the client who might not be so
conversant with all such media terms.

CREATIVE DEPARTMENT

“Imagination isn’t enough; you need an insight, inspired by

an understanding of reality.”
 CREATIVE DEPARTMENT
Introduction:

The needs of the client have been understood but they have to be
conceptualized and implemented. This is the task of the creative
department. The department is further divided into two sub-sections:

 Copy Writing
 Art Direction

The ad agency is the organization where no single department can do

without the other. The task of copy writing and art direction are highly
integrated. The work of the two has to be tuned together so that the
campaign is noticed properly. In today’s ad agency the tasks of copy
writing and art direction are carried on simultaneously. The traditional
approach of creating a layout is not in existence. The point here is the
generation of great idea, which can occur to any body, but only creative
people can make it presentable.
 COPY WRITING:

Copy writing means the art of writing selling messages. It is

salesmanship in print. Copy writing department works on a brief that
describes the client's requirement, target group and the media channels.
The text of the campaign is written and appropriate slogans are
conceived.

This department devises the campaign slogan, jingles, scripts and

promotional literature of the product or service as well as proposals,
concept notes and film treatments. The copy department is also expected
to edit all textual matter for factual, syntax and typesetting discrepancies
before it goes into production.The copywriters have to also consider how
a client wants to position his brand and should be aware of what kind of
positioning will work the best with their target audience. Generally copy
writing is about simple language and brilliant ideas. Copy writers have to
convey a message quickly and with impact. So typically a copywriter
should have:

 Obsessive curiosity about products, people and advertising:

They have to generate the words that make a difference. So

curiosity about products, people and advertising makes their task
easier.

 A sense of humour:
 It is very important for a copywriter to get the people notice the ad.
For that they have to make their writing as interesting as possible
and for that they need good sense of humour.

 The ability to write interesting prose:

Today people are bombarded with advertisements. So it is likely

that an ad might go unnoticed. Interesting prose can stop an ad
from going completely unnoticed. David Ogilvy, a pioneer of
modern advertising writes, “on an average, five times as many
people read the headlines as read the body copy. It follows that
unless your headline sells your product, you have wasted your 90%
money.”

 The ability to think visually:

The copywriters should think visually to get the feel of how the
words should be seen as well as read.

 Marketing Orientation:

Ultimately copywriters have to use words, which are most likely to

be liked by the people in their writing. So they must have the
knowledge of what kind of market they are dealing with.

ART DIRECTION:
The art Department is responsible for the visual effect of a campaign.
This department does layouts and graphics for advertisements. Displays,
logos and mastheads are also designed. The art directors are the
visualizers and typographers. They create an artistic and typographical
interpretation for the copy.

The art directors will prepare a rough sketch in pencil and the visualizers
will produce numerous experimental versions until they arrive at final
plan. The task of the visualiser is to visualize and conceptualize the
artwork.

The studio takes care of the technical aspects of design. Rough sketches
are converted here into finished layouts, storyboards; art works and slides
are done here and the final shape given to a campaign. The studio also
keeps stock of the art materials purchased by the agency when ordering
day-to-day inputs, like transparencies and pictures from various sources.

So art directors of the ad agency must:

 Act on the brief from Account Executive:

The AE is a servicing person who takes brief from the client. So art
directors work on the basis of the brief given to them by AE.

 Work in synergy with the copy writers and develop a concept:

Visualizer’s work is not merely to fit the words of the copywriter’s

to design; his job is to create a brilliant layout with appropriate
 objects and words. So copywriters and art directors cannot work in
isolation.

 Should be creative with marketing orientation:

The art directors must know the style that will be liked by the
market. So they must have some market orientation.

AGENCY – CLIENT RELATIONSHIP

“Some agencies pursue awards. Other count press clippings. At Grey,

People believe that their achievement on behalf of their clients are the
best measure of their success.”
 AGENCY – CLIENT RELATIONSHIP

Once the pitch is completed and the client has selected the agency to help
the brand in achieving the new heights the agency – client relationship
comes into view.

It is very important to have a smooth relationship with the client. To have

a smooth relationship agency must be clear in its norms of handling a
client. The agency should also make certain terms very clear with the
client before they start working together. This straightforward approach
can stop many misunderstandings taking place in future.

We can discuss how agency – client relationship is handled at Grey by

dividing it in three major steps.

Step:1 Agreement on Financial and Commercial Terms

The financial and commercial terms are made clear on the very first
stage of the contact. Before starting the work for the client the
agency makes and agreement with the client which consists of
following:

 Period of contract.
  Rates of artwork and designs.

 Legal terms and conditions.

 Payment terms and conditions.

 Specifying the jobs which are not done regularly like exhibitions.

Step:2 Deciding the Methods of payment

The payment can be done mainly in four ways. They are

commission, fees, payment by results, work unit pricing and
creative fees. At Grey the payments are done by following ways:

 15% commission on media buying of the client.

 Commission on processing.

 Creative fees.

Step:3 Maintaining good relationship with the client.

The last and continuous step of agency – client relationship is to

maintain a good relationship with the client. The agency keeps in
touch with the client. The agency calls the client to update him to
update him about the work done. This function is helpful in
building trust and long – term relationship.
CURRENT SCENARIO OF ADVERTISING
INDUSTRY
CURRENT SCENARIO OF ADVERTISING
INDUSTRY

Unlike a lot of other services — whether

in advertising or in any other field, where
the benefits are tangible and visible —
media planning offered a whole host of
benefits in terms of scientifically planned
media usage, innovative ideas,
implementation, monitoring et al.
However, more often than not, these
benefits were intangible and hence,
people found it difficult to accept and
appreciate them. Besides, the media
scenario in India was very static, with
very few real options to choose from.
Clients, too, did not demand the same
level of involvement from media
planning as they did from creative, and
maybe, to a much lesser extent, from
 media buying. Advertising agencies —
one-stop shops for all communication
needs — did not want to give up control
over media as:
* The same work could be done even
without the support of real specialists
*Without investing much in databases,
software, hardware, people and other
infrastructure
* Account servicing people could act as
the face of the agency even for media
issues.

Current Scenario

Media Explosion and Shake-outs: With the advent of satellite TV and the
corresponding media explosion, the media market became extremely vibrant,
complicated and unwieldy. The static environment gave way to a very dynamic
environment, not only in the field of TV but had its impact on other media as
well, be it print, outdoors, cinema, radio, Internet et al.
Leaders of the day lost out to the more innovative and aggressive players: in the
field of television, it was DD v/s Zee earlier and Zee v/s Star now; the print
revolution that was the forte of leading English and a few regional publications
has now shifted to the likes of Dainik Bhaskar and Dainik Jagran; the outdoor
market is inundated with technological breakthroughs as well as innovative
options by the dozen; and radio is abuzz with FM channels about to be launched
by the score. Internet is creating a ‘tehelka’ and is likely to emerge as a strong
candidate in the future.

Customers to Consumers: The customers of yesterday have truly become the

consumers of today. Far from being happy with what is available, they have fast-
forwarded to being very demanding. They have the best of both worlds, access to
everything without having to pay a substantial amount to receive the same...

No single brand, however well placed, can take its place for granted and may lose
its position overnight if caught unawares, e.g. Zee TV to Star Plus. Therefore,
clients have to focus on immediate as well as long-term means of communication
— more advertising being one of the means.

The Economy: With the opening up of the economy, advertising in the Indian
market has undergone a dramatic change — from being one of the ‘less important
marketing inputs’, today it has transformed into a key ingredient for brand
success. A lot more money is being spent on advertising than ever before — for
reasons that are varied but real (see chart below).

Competition: Competition is at its peak, as never witnessed before. No single

brand, however well placed, can take its place for granted and may lose its
position overnight if caught unawares, e.g. Zee TV to Star Plus. Therefore, clients
have to focus on immediate as well as long-term means of communication —
more advertising being one of the means.
Fragmentation: Increase in media options is giving rise to fragmented media
usage, leading to less time spent per medium or vehicle. In other words, lower
TRPs per programme on television and lesser time per vehicle on press. This
means the cost of reaching the prospective customer is increasing by the day.

Advertising Needs: Brand advertising for long-term results and tactical

campaigns for short-term rewards are both becoming imperative to outlast
competition. With increasing competition, the need to advertise is increasingly
higher. The need to advertise at optimum level of spends (at requisite Share of
Voice) is becoming critical. This required optimum level is on the increase year
after year. Overcoming clutter (through preferred positions and higher
frequencies), ensuring roadblocks (by being present simultaneously across many
channels) and investing in building media properties (that lead to word-of-mouth
publicity or long-term cost efficiency) are all pointing towards an increase in cost.
Advertisers are, therefore, forced to commit a much higher ad spend than they
can actually afford. This is because the media inflation index is way above the
consumer price index and this increase cannot be passed on to the consumer, thus
affecting their bottom line adversely. Understanding the intricate science of
determining the level of media presence required against a sales or market share
objective is becoming an art..

The customers of yesterday have truly become the consumers of today. Far from
being happy with what is available, they have fast-forwarded to being very
demanding. They have the best of both worlds, access to everything without
having to pay a substantial amount to receive the same..

In this scenario, clients are now looking for specialists who can help them plan
their media spends in the most optimum way as well as buy at the best possible
rates for them without compromising in any way. They are looking upon a media
agency as a partner that will respond to their marketing objectives with
accountability and an agency that has a hand-picked staff of top professionals so
that clients get what they need on time at the best value for them. To quote from
the Glaxo Wellcome (from the Net) on what it looks for in a media planning and
buying agency — an AOR — to consolidate its Direct-to-Consumer advertising,
media buying and planning, including Internet buys, with one agency to improve
efficiency, effectiveness and return from its advertising .

1. Experience as a media planning/buying AOR

2. Experience in buying major media categories
3. Applied integration of media and targeting tools
4. Staffing plans for the account
5. General philosophies and approaches to the media marketplace The need,
therefore, is to save the advertisers’ money to the maximum without diluting the
advertising efforts needed for the brand. This is where the specialised skills come
in. Save Maximum Advertising Money But Without Diluting Required Effort i.e.
Minimum Risk. The Way Forward The need of the hour is a team under one roof
that:
1. Is skilled enough to advise on the optimum spend levels
2. Can do hard negotiation without compromising on the best values
3. Has the right contacts across media that matter
4. Is armed with all relevant tools and technologies, data bases, systems and
global learning
5. Is accountable, trustworthy, unbiased and ensures complete transparency 6. Has
complete service orientation The media professional needs to undergo a complete
change in mindset — from being a Media Professional to being a Business
Manager and a Service Provider.

PART – B

Market survey

Of
 Tv viewing habits

In

Ahmedabad

…objectives…

1) To study the TV viewing habits of the target audience in Ahmedabad.

2) To review the popularity of science based programs in target market.

3) To know the program preferences of the target audience.

4) Also study the viewership of competing channels.

5) Also helps in knowing the science based subjects which the target

audience desires in those programs.

TARGET AUDIENCE

 Students from standard 8 to 12

 Parents

 Teachers

SAMPLE SIZE
 Students 30

 Parents 15

 Teachers 15

METHODOLOGY

 Identification of the target audience.

 Devising a questionnaire which would help in achieving the

objectives.

 Collecting details with the help of questionnaire.

  Compilation of details collected.

 Findings and observations.

 A camera interview was conducted using the same questionnaire as

the device to fulfill the objectives. The target audience was

interviewed.

 The findings of this research would help in devising a ‘launch

strategy’ for the client. A presentation of the same would be done

by servicing department.

FINDINGS & OBSERVATIONS

 STUDENTS (30)

1) How many times do you watch TV during a day?

Once Twice Thrice More than thrice

8 12 6 4

2) How many hours do you spend?

 More than 2 hours 2 hours 1 hour

8 12 10

3) What is the preferred time slot?

8 p.m. to 10 p.m. 2 p.m. to 4 p.m. Others

16 8 6

4) Which programs do you prefer?

Family soaps 12

Film based 5

News Channel 2

Knowledge based 3

Others 8

5) How much time do you spare during weekends for TV? Any special
set of programs / channels you watch apart from weekdays?

Same duration as week days Generally an hour more

20 10

6) Do you like watching Discovery and National Geographic channels?

Yes No

20 10
7) Do you think channels like Discovery and National Geographic miss
out which you prefer to watch?
 Yes No

9 21
8) What are your favourite programs on these channels? At what time?

 Majority of the students said ‘no specific program.’

 These channels are viewed while surfing the channels.

9) Would you like to watch science based entertaining programs?

Yes No

25 5

10) If yes, then what kind of subjects would you prefer?

 Science concepts taught in school

 Use of science in daily curriculum

 Science fictions

 Space oriented topics

11) If the channel is interactive, would you prefer to get involved in these
programs? Why?

Yes No

19 11

 Yes: because of more exposure and knowledge.

 No : not preferred.
12) Do you go to places like Science city/Exhibitions/Science centers? If
yes then when?

Yes No

12 18

PARENTS & TEACHERS : (30)

1) How much time in a day do you allow your children / student to

watch TV?

 Majority: 2 hours
2) What time slots do you allow your child/student to watch TV?

 Majority: 8 p.m. to 10 p.m.

3) What kind of programs does your child / student like to watch

during weekdays and weekends?

 Cartoon channels

 Sports channels

 Films

 Mysteries

4) What kind of programs do you wish your children should watch?

 Knowledge based programs

 Entertaining programs

 Quiz shows and travel shows

5) Are the set of channels / programs watched by your child/student

different on weekends?

Yes No

10 20

6) Do they watch channels like Discovery and National Geographic?

 Yes No

25 5
7) Any special subjects / programs you prefer your child / student to

watch?

 Majority : No

 Yes: a) Programs related to forensic science

b) Programs highlighting current trends.

8) Do you think the concept of dedicated science channel would work

for your students /children? Why?

 Yes : 30

a) Visuals aid in learning.

b) Recent inventions and trends in science field can be known.

c) Elaboration on various topics is possible.

9) How do you prefer these channels to be presented so that they

become a good learning experience?

a) No information overload.

b) Use of simple language.

c) Ability to create interest through visuals.

d) The channel should be interactive.

e) The channel should also provide entertainment.

10) Do you take them to places like Science city / Exhibitions / Science
centers?

Yes No

15 15
11) If yes, then when do you take them?

a) Vacations

b) Weekends (once in 2 months)

c) Any special event.

 QUESTIONNAIRE: STUDENTS

1) How many times do you watch television during a day?

a) Once b) Twice c) Thrice d) More than thrice
2) How many hours do you spend?
3) What is the preferred time slot?
a) Morning (7 to 9 a.m.)
b) Afternoon (2 to 4 p.m.)
c) Evening (8 to 10 p.m.)
4) Which programs do you prefer?
a) Family soaps
b) Film based
c) News channel
d) Knowledge based
e) Others

5) How much time do you spare during weekends for TV? Any special set
of programs / channels you watch apart from weekdays?

6) Do you like watching Discovery and National Geographic channels?

7) Do you think channels like Discovery and National Geographic miss out
which you prefer to watch?

8) What are your favourite programs on these channels? At what time?

9) Would you like to watch science based entertaining programs?

10) If yes, then what kind of subjects would you prefer?

11) If the channel is interactive, would you prefer to get involved in these
programs? Why?

12) Do you go to places like Science city/Exhibitions/Science centers? If yes

then when?
 QUESTIONNAIRE: PARENTS/TEACHERS

1) How much time in a day do you allow your children / student to watch TV?

2) What time slots do you allow your child/student to watch TV?

3) What kind of programs does your child / student likes to watch during
weekdays and weekends?

4) What kind of programs do you wish your children should watch?

5) Are the set of channels / programs watched by your child/student different on

weekends?

6) Do they watch channels like Discovery and National Geographic?

7) Any special subjects / programs you prefer your child / student to watch?

8) Do you think the concept of dedicated science channel would work for your
students /children? Why?

9) How do you prefer these channels to be presented so that they become a good
learning experience?

10) Do you take them to places like Science city / Exhibitions / Science centers?

11) If yes, then when do you take them?

 BIBLIOGRAPHY

1) Marketing Management : Philip Kotler

2) Management thoughts
3) Brand Equities
4) www.greyworldwide.com
5) www.adage.com
6) Pocket Marketers