Advertising Internship Report of Creative Consultent

PUBLIC RELATION & ADVERTISING
INTERNSHIP REPORT OF ADVERTISING AGENCY

CREATIVE COUNSLTENT

SUBMITTED TO:
FAIZA LATEEF

SUBMITTED BY:
I.S.K
BS (Hons) Mass Communication

DEPARTMENT OF MASS COMMUNICATION
LAHORE COLLEGE FOR WOMEN UNIVERSITY
Internship Report Of Advertising Agency 2

PREFACE

In this internship report I will describe my experiences during my internship
period. The internship report contains an overview of the internship company and the activities,
tasks and projects that I have worked on during my internship. Writing this report, I also will
describe and reflect my learning objects and personal goals that I have set during my internship
period.


TABLE OF CONTENTS

Acknowledgement i
Table of Contents ii
Chapter1: Introduction OF Advertising
1.1 Background of Advertising
1.2 Function of Advertising
1.3 Role of Advertising
1.4 Significance of Advertising
1.5 Advertising Agency
1.6 Role of Advertising Agency

Chapter2: Internship Objectives
Chapter 3: Introduction of Advertising Agency
Chapter 4: My Experience on Advertising Agency
Chapter 5: Conclusion


ACKNOWLEDGMENT
I am grateful to Almighty Allah Lord of Universe, and source of wisdom whose guidance
enables me to complete this thesis. All respects to His Holy Prophet HAZRAT MUHAMMAD
(Peace be upon him) who brought the light of knowledge when the humanity was wandering in
the desert of ignorance.
I acknowledge my heartily thanks and gratitude to Creative consultant who gave me and
provide me all things I wanted throughout my internship and kind guidance as well.
I am also grateful to my parents who very generously provided me every facility at every stage
of my life and made it possible for me to complete this internship.

I.S.K


CHAPTER 1
INTRODUCTION OF ADVERTISING

Advertising is the method used by businesses, companies and other organizations
to promote their goods and services to the public. The ultimate aim of advertising is to increase
sales by showing these goods and services in a positive light. (Bossiness dictionary, 2013)
Advertising is a non-personal form of promotion that is delivered through selected media outlets
that, under most circumstances, require the marketer to pay for message placement. Advertising
has long been viewed as a method of mass promotion in that a single message can reach a large
number of people. But, this mass promotion approach presents problems since many exposed to
an advertising message may not be within the marketers target market, and thus, may be an
inefficient use of promotional funds. However, this is changing as new advertising technologies
and the emergence of new media outlets offer more options for targeted advertising.

Advertising also has a history of being considered a one-way form of marketing
communication where the message receiver (i.e., target market) is not in position to immediately
respond to the message (e.g., seek more information). This too is changing. For example, in the
next few years technologies will be readily available to enable a television viewer to click a
button to request more details on a product seen on their favorite TV program. In fact, it is
expected that over the next 10-20 years advertising will move away from a one-way
communication model and become one that is highly interactive.

Another characteristic that may change as advertising evolves is the view that advertising
does not stimulate immediate demand for the product advertised. That is, customers cannot
quickly purchase a product they see advertised. But as more media outlets allow customers to
interact with the messages being delivered the ability of advertising to quickly stimulate demand
will improve.

Function
The main function of a media plan is to create an advertising campaign that will achieve your
strategic objective. Specifically, an advertising media plan defines your strategic marketing
objectives, chooses media channels suitable for achieving those objectives and identifies the
specific advertising tactics that will achieve your objectives given the limitations of the chosen
media channels. (chron.com, 2007)

Informing
Informing function divides into two parts, one is provide with neutral content, such as, public
announcements or governmental advertising. . Advertising makes consumers aware of new
brands, educates them about brand features and benefits and facilitates the creation of positive
brand images . Advertising aids the introduction of a new product and boosts demand for
existing brands by increasing consumers top-of mind awareness. Advertising also helps the
advertisers to provide some form of explanation of how a product works.


Persuading
Political parties also use this form of advertisement to persuade the audience that they are the
most appropriate party for the country during the run up to an election. Similar to charities, they
use advertising approach to alter public opinion, such as, anti-fur. This form of advertising also
applies to government department, sometimes they wish for changing in attitude toward some
particular issues. For manufactures, they may change the product formulation or a previous
miscommunication. These kinds of situation would lead manufacturers produce persuasive
advertisement for changing customers perceptions of products/service.

Reminding
Advertising is capable in contributing to the growth of a brand and to support established brands.
When a need to purchase a product arises, consumers often relate past advertising that comes to
their minds in purchase decision making. A product in the maturity stage also needs advertising
as to tell consumers that the product is still available in the market. For some particular product
which only appear seasonally. Advertising is using for remind consumers that the products may
needed in the future or make sure that the brand is kept in mind during the off season.

Adding Value
Advertising adds value to brands by influencing perceptions. Effective advertising enables a
certain brand to be perceived as more elegant, more stylish and prestigious and labeled as higher
quality.


Assisting Other Companys Efforts
Advertising is one of the marketing communication tools. Advertising can be used together with
other promotional mixes to create a consistent message and to achieve synergy. As an example, a
sample of a brand can be attached in an advertisement of a certain magazine.

To Sell
Most advertising seeks the raising of sale of particular goods/service. To achieve the objective,
advertising always provide the information of goods/service for both potential and existing
customers. Especially for potential customers, advertising tend to reinforce how the
product/service is appropriate to the potential customers needs or lifestyle. Advertising
sometimes comes with limited time to encourage customers that they can only buy the bargain in
short period of time. This time-limited advertising attempts to persuade the customers do the
purchase now rather than later time

Finally, the reason why advertising always seems as an aid to sales are presented as follow:
Creating awareness.
Providing essential information.
Helping to build a relevant brand image.
Acting as a regular reminded to try, buy or use the brand


Significance of Advertising

To choose the best advertising clients are one of the most key elements for a business be
it new or even an established one. Leading advertising companies offer various services with
best business approaches to boost success of your own business. Sure its challenging to select
the right media and advertising company which will help you to reach success. While choosing
the best company you have to be sure that your method is presented effectively to the market and
targets the best crowd.
Media and advertising agencies offer various services like branding, typesetting,
copywriting, script writing etc. The main objective of any of these companies would be to offer
beneficial services and help you take your business to another level. Any entrepreneur should
pick a company that has a good reputation available in the market and is reliable. You can
examine the best brand in the marketplace and then apply out for the ad agency how the brand
useful for advertising and branding services. You can then do some research and find out the
services provided by a reputed ad agency and ask for quotations.
You should make certain you select a company which has the capability to promote your
business and product available in the market. Good advertising agencies not simply advertise but
additionally offer innovative promotion techniques which can be very useful for advertising or
branding your product in the market. You also need to make sure that your right audience are
targeted while promoting your product. If youre inside the UAE, you need to take into account

that the company you choose offers Arabic advertising, Arabic Typesetting, Arabic Copywriting,
Arabic editing, Arabic book translations, Arabic script writing etc.
Choose an advertising agency who has performed the best in the industry. Different
companies offer different services and have their own way of taking care of a particular project
or business. Some companies design creative advertisements whereas some design innovative
methods for your business. It is always better if you find a person which offers both creative ads
plus the best strategies for your venture.
Its not only important to concentrate on the right consumers but it is incredibly important
that we target the consumers at the proper time. An advertising company should offer services
really fast. No go entrepreneurs have enough money to wait for an ad campaign to be made for
many years.
There are numerous reliable advertising companies providing amazing services to
enhance up your business. All you need to do is, do some search and research to find the best
agency in your town.

ADVERTISING AGENCY
Firm that
(1) Creates new promotional ideas,
(2) Designs print, radio, television, and internet advertisements,
(3) Books advertisement space and time,
(4) Plans and conducts advertising campaigns,
(5) Commissions research and surveys, and

(6) Provides other such services that help a client in entering and succeeding in a chosen market.
In general, advertising agencies are not deemed agents of the advertisers, because
they act as principals for the services they buy on behalf of their clients. (Business dictionary,
2014)

FUNCTION OF ADVERTING AGENCY

Professionals at advertising agencies and other advertising organizations offer a number of
functions including:

Account Management Within an advertising agency the account manager or account
executive is tasked with handling all major decisions related to a specific client. These
responsibilities include locating and negotiating to acquire clients. Once the client has agreed to
work with the agency, the account manager works closely with the client to develop an
advertising strategy. For very large clients, such as large consumer products companies, an
advertising agency may assign an account manager to work full-time with only one client and,
possibly, with only one of the clients product lines. For smaller accounts an account manager
may simultaneously manage several different, though non-competing, accounts.

Creative Team The principle role of account managers is to manage the overall
advertising campaign for a client, which often includes delegating selective tasks to specialists.
For large accounts one task account managers routinely delegate involves generating ideas,

designing concepts and creating the final advertisement, which generally becomes the
responsibility of the agencys creative team. An agencys creative team consists of specialists in
graphic design, film and audio production, copywriting, computer programming, and much
more.

Researchers Full-service advertising agencies employ market researchers who assess a
clients market situation, including understanding customers and competitors, and also are used
to test creative ideas. For instance, in the early stages of an advertising campaign researchers
may run focus group sessions with selected members of the clients target market in order to get
their reaction to several advertising concepts. Researchers are also used following the completion
of an advertising campaign to measure whether the campaign reached its objectives.

Media Planners Once an advertisement is created, it must be placed through an
appropriate advertising media. Each advertising media, of which there are thousands, has its own
unique methods for accepting advertisements, such as different advertising cost structures (i.e.,
what it costs marketers to place an ad), different requirements for accepting ad designs (e.g., size
of ad), different ways placements can be purchased (e.g., direct contact with media or through
third-party seller), and different time schedules (i.e., when ad will be run). Understanding the
nuances of different media is the role of a media planner, who looks for the best media match for
a client and also negotiates the best deals.


CHAPTER 2

INTERNSHIP OBJECTVIES

I wanted a new challenge and to learn, improve and develop new sets of skills. During
my internship 2 major competencies are central:
For me, Working as a Project executer, performing duties and activities and analyzing
them from different perspectives. And working as a Budget planner, where I have to be able to
prepare a realistic and correct (project) budget.
These are the 2 major competencies that I have to conduct and focus on during my internship.
Also I have to choose at least 1 minor competency that needs to be executed and developed
during my internship. And finally I have to set up personal targets to develop and improve my
skills.

a. 1st MAJOR COMPETENCY

Project executor:
During my two month of internship, want to actively contribute to the companys objectives by
applying the knowledge I obtained during my education such as the important aspects of

communication including marketing communication, advertising, PR, media, written
communication, information, organization and management.
The following competencies that I have chosen therefore are;

Major competency

Strategist
As a Strategist, I want to come up with plans; new ideas and strategies on how to improve the
companys position in the market.

Researcher
As a Researcher, I want to research and come up with ideas on how to improve the companys
position in the market.

Minor competency

Project Organizer
As a Project Organizer, I wanted to assist the company with the marketing, promotions and the
planning of the events.


b. 2
nd
MAJOR COMPETENCY:

Budget holder / planner:
During my two months of internship, I want to prepare and assist with the preparation of a
correct and a realistic budget of an event organized by the company City Events.

PERSONAL DEVELEPMENT TARGETS:

During my two month internship, I want to improve my English language by working
along with my colleagues and communicating with the clients of the internship company. I also
want to practice and improve the different skills I developed during my education such as:
Observing and researching different subjects
Preparing marketing communication plans
Researching media and target groups
Planning and organizing communication activities
Developing media and communication strategies


EXPECTATIONS

Before my internship began my expectation where high, because with the knowledge I
obtained, I knew I could learn much and I knew I could achieve my learning objectives. I wanted
to follow an internship where I could work in the marketing & communication field, because I
always had an interest in that area. The process of observing, researching and planning has
always interested me. 8I wanted to learn and specialize in how to attract attention by promoting
brands, products and services through media. The work also interconnects with other course
programs that I followed and also found interesting such as, Strategist, Project organizer and
Researcher. That is why I choose this internship company. It is suitable and I knew could achieve
my learning goals.


CHAPTER 3
INTRODUCTON TO THE COMPANY

On my first day I was surprised when I was brought to the internship company. It was a
house with a small Corridor with an office. At the beginning I definitely had to get used to the
idea of working in a house, with all the smalls spaces and the house environment. But after a
while I got used to it and felt comfortable.
The colleagues that I have worked with were very nice and helpful. The tasks and project
that I was assigned to were very interesting. At the beginning, I noticed that the work and
communication was done very fast. I also noticed the different communications tools they were
working with such as Face book, Twitter and LinkedIn. This was a great opportunity for me to
learn because I had little knowledge of these communication tools. Overall my introduction with
my company went really well. The work fits my education and I felt I could learn a lot. I felt
really accepted in the company.

CREATIVE CONSULTANT

CREATIVE CONSULTANT is in the market for around two decades. Working
for varied industries and clients, CREATIVE CONSULTANT may not be among the biggest in
terms of revenues but are definitely rated among the selected few respected for their variety of
approaches, freshness coupled with objective orientation of ideas, innovation and effectiveness
of strategies and exceptional results for the clients. Strategies developed and implemented at

Creative Consultants have played a key role in the development of quite a few category leaders
from scratch to where they are today! You are a visionary who dreams big and demands
excellence. You value the importance of professional expertise and CREATIVE CONSULTANT
is willing to pay for it. You appreciate long term relationships based on mutual respect and
growth working as a team with your consultants and partners.

PHILOSOPHY
Creative Consultant is in the market for around two decades.

CREATIVE CONSULTANT BELIEF
Aesthetics (or creativity as they call it) at the cost of clarity of communications is criminal.

CREATIVE CONSULTANT VALUES

CREATIVE CONSULTANT growth is only justified by the expansion & progress of
our Clients.

CREATIVE CONSULTANT takes ownership, sharing authority for the decision
making and responsibility for results.

CREATIVE CONSULTANT respect the Customers intelligence, integrity & values.

While keeping us abreast of the latest concepts & techniques of result oriented
communications, we prefer doing business the old fashioned way (without shortcuts).

CREATIVE CONSULTANT, THE DESIGN LAB

Communication Design, CREATIVE CONSULTANT believes, is more of a science than art.
Since it is meant to achieve certain objective, an effective design builds the perfect bridge
between product and its potential buyers. Honesty demands we keep our personal liking and
disliking strictly out of it.
It works!

CREATIVE CONSULTANT SERVICES
We are a full service ad agency specializing in Image management & branding strategies, with
an in depth knowledge of the consumer behaviors in the market we serve. We are better
positioned to advise on what will bring around best returns on investment of your image spend.

SERVICES WE OFFER

Image Management & Brand building
Communication strategies/consultancy

Marketing plans & Strategies
Concept, Copy & Script writing
Marketing research & Feasibility reports
Audio-Visual Production
Graphic design, Multimedia & Execution
Commercials, Documentaries & Presentations
Media planning, Press & Public Relations
Activation & Events Management
Staff Orientation & Training sessions
Virtual Marketing: Social-media & Web


CHAPTER 4

MY EXPERIENCE ON ADVERTISING AGENCY

Like many of you, I will be transitioning into the real world this May as I Start my two
month internship in an Advertising agency. An internship at an advertising agency can help you
determine the advertising career path you want to take, whether it is creative, strategic or client-
oriented. It can also help you get your foot in the door to full time opportunities in the future.
Take advantage of the opportunity to put what you have learned in school and in its work
environment to the test. At the end of the day, you have not only gained valuable experience, but
contacts that can provide you with guidance and advice throughout your career in advertising.
This internship proved to be very helpful for me. I got a lot of knowledge and also the practical
aspect of life. It was my first experience, which was obviously very tough, but it will be very
beneficial for in my coming future.

REFLECTION AS PROJECT IMPLEMENTER

Working as a Project executor for Creative Consultant helped me develop and learn lots
of things. As a project executor, I worked in many areas where I did different work. I have
worked in the areas marketing communication, PR, researching and analyzing. The good thing is
that these areas are all aspects of the knowledge I obtained during my communication education.

This knowledge has helped me a lot with the projects that I have done for Creative Consultant. I
already studied the structure of writing marketing plans and research reports. I learned how to
research the market, target group and how to come up with strategies. The knowledge that I
obtained of my education has really helped me in this area.
The only area wherein didnt have any knowledge of was the event planning area. That is
why the first months of my internship were a little bit difficult. Mainly because most of the time
I was not aware of what was happening around me. Also I had to get use to speaking and
understanding English. Halfway my internship, I improved a lot compared to the first months.
Searching most of the things on my own have helped me a lot. Also observing and listening a lot
to discussion/brainstorming that were held in the office has also helped me a lot. But the most
effective way for me was working with the other interns. The interns were all from different
educational area like event planning, PR and Advertising. Working and communicating with
them and seeing how they approach things has help me understand the process. The areas that I
feel the interns really helped me the most with are event planning area and the PR area.

REFLECTION AS BUDGET HOLDER/PLANNER

Working as a budget planner during my internship, I have worked on an equipment
budget. I have compared supply equipments costs Creative Consultant was using that involved
audio, video, visuals lighting and staging. The first time I had to do this, I did not know what I
was looking at. The budget was really complicated and the descriptions were difficult. The basic
description was not difficult and it involved the basic equipments such the audio, video, visuals

lighting and staging. But each equipment has other equipments with all different costs and that
made it complicated. I remember the manager saying to me that it took her a while before
understanding what these equipments exactly meant. I had to maintain the budget and research
information about the accommodation, transportation and hospitality. This budget wasnt that
difficult and I had fun working on it. I had most of the background information and that made it
easier to work on it.

REFLECTION ON DEVELOPED AREAS AND SKILLS

The working areas I develop and improved during my internship are the following:

EVENT PLANNING:
Working in this area has helped me understand the process of event planning, becoming aware
how to plan and organize events. I mostly obtained knowledge on what is needed to plan a
successful event.

MARKETING & COMMUNICATION
Working in this area has helped me develop and improve more in this field. I developed a
marketing plan with improved ideas and strategies using social media. Also working in this area
has helped me understand how to promote an event using the social media tools. This area has
helped me gain more knowledge about viral marketing & communication. It also helped me

develop and improve my English writing skills by writing the marketing plan. Also it has helped
me develop my communication skills by promoting the event through social media tools.

PUBLIC RELATIONS
I improved in this area. I have achieved this by writing blogs articles, web posting and
communicating through the social media tools. This area has helped me develop and improve my
English writing skills even more.

RESEARCHING & ANALYZING
Working on these areas has helped me develop and improve my research, observing and
analyzing skills. During my internship, I had to conduct researches on different event planning
subjects. This helped me understand the event planning process. As for my observing and
analyzing skills, I had to monitor and observe the use of the social media tools weekly. Also had
to conduct surveys where I had to analyze the results. I had to monitor and observe the use of the
social media tools weekly.

FINANCE
Working on this area has helped me understand the costs that are involved in planning an event.
Searching the costs and managing the budgets, has helped me improve my financial skills even
more.


REFLECTION ON PERSONAL DEVELOPMENT DURING INTERSHIP

I set up goals halfway during my internship, to develop and improve areas that I find
needed to be improved. The working is as I develop and improved in during my internship are
the following:
Work effectively
I want to learn how to work effectively. I have achieved this halfway my internship by
working and using a to-do list. The to-do-list existed of work that needed to be done first and had
more priority than other daily tasks (clients needs for example).

Work precisely
I want to work more precisely. At the beginning of my internship, I noticed that there are
lots of mistakes found in my work. Mistakes in spelling and grammar but also in delivering work
that is not finished. Halfway my internship, I have improved in this area by reading, listening and
focusing better on my work.

Improve my communication
I want to improve my communication skills. At the beginning of my internship, I realized that I
didnt communicate often. This is because I was at the time unsecure about my English. Halfway
my internship I have improved this by communicating more with the interns that I have worked
with and talking to them about all kind different subjects.


More initiative
I want to show more initiative during internships. At the beginning had trouble getting involved
in the event planning process. This is because I wasnt aware of how the process was conducted
and I didnt have all the background information of it. Halfway my internship I have improved in
this area by getting more involved and becoming more aware on how the event process is
conducted.

Phone calls
I want to be able to make calls and answer the phone more easily. At the beginning I had
difficulties communicating over the phone. This is because I was at the time unsecure about my
English. Halfway my internship I have practiced and improved answering the phone more than
usually.


CHAPTER 4
INTERNSHIP EXPERIENCE SUMMARY

The past months of my internship have been very instructive for me. Creative Consultant
has offered me opportunities to learn and develop myself in many areas. I gained a lot of
experience, especially in the event planning field. A lot of the tasks and activities that I have
worked on during my internship are familiar with what Im studying at the moment. I worked in
many areas where I did different work. This gave me the chance to find out which areas I want
work in after my education. The area that I found most interesting is marketing &
communication. By developing a marketing plan, I had to do lots of research where I had to find
the best way of marketing an event. I learned many things about viral marketing by using and
learning about social media tools. As a bonus, I got to experience the event planning process. I
learned how the marketing and promotional activities occur. I also learned how the
administrational process occurs by maintaining contact with the venue, vendors and sponsor
partners. Before my internship started my ideas did not match the experiences have gained
during my internship. There is a big difference in the school projects and the tasks and activities
during the actual work. In school we learn how to describe the work in projects, where in work
you learn how to implement them in reality. This internship was definitely an introduction to the
actual work field for me.
I have learned to work in a business organization and apply my knowledge into practice.
I learned a lot from the different interns that I have been working with during my internship.

Each intern had a different educational background and that made it interesting for me. By
working with them I got to learn from them and become aware educational background. 43I had
fun following my internship at Creative Consultant. I learned a lot about the areas PR; viral
marketing and event planning. I also became stronger in my English oral and written
communication. I have achieved this by writing blog articles and communicating through the
social media tools, writing the marketing and research plan and my internship report in English.

CHAPTER 5
RECOMMENDATIONS

The part that I found most interesting during my internship is the social media. During
my studies I mostly learned how to use the Traditional communication tools such as TV, radio
and magazines for promotional activities. Even when describing the use of internet during
projects, we only describe the use of an internet website. Working for Creative consultant has
changed my perceptions of the importance of internet and the online social media
communication tools. The communication tools TV, radio and magazine are of course effective
if you have the necessary budget. But at Creative consultant I learned you can promote events
creatively by just using the social media tools. That is why Im recommending my university to
introduce a social media course, where the students learn the basic online tools that are needed to
market. Research and studies have shown that young generations use social media tools such as
twitter, Facebook and Linked In for both personal and professional use. More businesses are
using social media to identify themselves by increasing awareness within the target markets.
They are also using social media to connect, network and attract customers. During my
communication education, I studied different communication aspects such as marketing
communication, advertising, PR, media, written communication, information, organization and
management. And during my internship, I have seen all these aspects in the social media. Before
studying my communication education, I choose before that to study Communication systems. It
was similar to my Communication education. The only difference studying Communication

systems is that you learn how to apply communication in modern systems such as website, audio
and videos.
I am suggesting re-introducing the Communication system education. With technology of today
in computers and social media integrated mobiles, communicating through systems is the future.
That is why the Communication education that Im following has to be revamped, teaching the
students more about communicating through systems and using the social media tools in
Marketing and PR and all other communication fields.


REFERENCE

Akrani, G. (2013). Importance of Advertising - Why Advertising is Important? Retrieved from
http://kalyan-city.blogspot.com/2013/01/importance-of-advertising-why.html

Stefan, T. (2007). 7 Functions and Effects of Advertising | Chron.com. Retrieved from
http://smallbusiness.chron.com/7-functions-effects-advertising-24542.html

What is advertising agency? definition and meaning. (2014). In BusinessDictionary.com.
Retrieved from http://www.businessdictionary.com/definition/advertising-agency.html

What is the significance of advertisements - Assignment Point. (n.d.). Retrieved from
http://www.assignmentpoint.com/business/marketing-business/what-is-the-significance-of-
advertisements.html

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INTERNSHIP REPORT OF ADVERTISING AGENCY

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