Ih Internship

Market Communications and Advertising Industry
In an industry that is by all accounts one extreme or another, this will be the period when
advertisement organizations asked, "Where's the Beef?" In the earlier decade, a strong
economy and a hot innovation segment expanded levels of promotion spending to fuel the
development of the business. Holding organizations profited massively in this environment
and set the tone for whatever is left of the business. The patterns these organizations take after
or set are the same patterns that will impact whatever is left of the business for a considerable
length of time to come.
In spite of the fact that the possibility of the worldwide promotion holding organization is not
new, it was in the 90's that they prospered. The ascent of worldwide brands and multinational
organizations supported the development of the holding organization - a solitary organization
that could benefit brands and organizations all around. The holding organization structure
would likewise support against the consequent promotion downturn by broadening
administrations to incorporate advertising and other showcasing administrations. These traded
on an open market organizations delighted in out of this world valuations (and the capacity to
store manages their stock) and hit the securing trail in the late 1990s, bringing about some
stupendous arrangements. WPP Group quickly turned into the world's biggest promoting
aggregate after its $4.7 billion procurement of Young and Rubicam late in 2000. In 2001
Interpublic procured Chicago-based True North Communications for $2.1 billion, and in 2002
Paris-based Publicis Groupe's obtaining of Bcom3 set the blended organization unequivocally
at the table with the enormous young men. Not to be forgotten, US aggregate Omnicom
additionally finished a couple of hundred acquisitions amid this period. Every arrangement
impelled on the following as the pool of potential key acquisitions got to be littler. The quick
pace of acquisitions left little time for the holding organizations to incorporate operations and
assess the arrangements before a financial downturn constrained these issues to the cutting
edge.
The advertisement downturn and resulting subsidence uncovered shortcomings in the holding
organizations methodology. Despite the fact that the broadened way of the holding
organizations provided a little pad as publicizing costs dropped, the organizations realized
agonizingly that they were not retreat evidence and despite the fact that being an open
organization had its advantages, once things went south shareholders rushed to scrutinize. Few
firms (vast or little) have gotten away from the downturn without cost cutting or rebuilding,
1|Organisation Study at Dentsu Communications

and the holding organizations have had more than their offer of both. Notwithstanding changes
in administration, Interpublic is offering NFO WorldGroup at a markdown, and D'arcy Masius
Benton Bowles has been put to pasture by Publicis. The whole business is trusting the
Olympics and Presidential race in 2004 will give the help expected to speed a recuperation.
Notwithstanding the corporate methodology required in surviving a downturn, advertisement

firms still keep on living or kick the bucket by their inventive work. Customers are requesting
more prominent returns for their promotion dollars and have been more than willing to switch
organizations that don't make the grade regarding desires. The substantial aggregates may
utilize size further bolstering their good fortune yet littler free offices experience little
difficulty contending in the inventive enclosure, with Wieden Kennedy including "Take care
of business" to popular society vocabulary for Nike and W. B. Doner giving "Zoom" to Mazda.
Little and free offices may likewise profit by less outside diversions to concentrate on making
promotions as opposed to taking after acquistions, offer costs, or imaginative bookkeeping.
The eventual fate of the advertisement business is not in uncertainty - things will show signs
of improvement however just organizations that have situated themselves effectively will have
the capacity to gain by the rise. To do this, numerous organizations are looking toward
innovation as the purpose of flight for enormous returns. The merging of the Internet with TV,
the development of remote correspondence, and the expanding utilization of advanced video
recorders all offer new boulevards and difficulties for publicists. Further combination (at a
slower pace) crosswise over national outskirts is likewise expected as promotion firms attempt
to convey worldwide capacities in an inexorably focused business sector.

History of Advertising
There are four extremely compelling creations that have molded the media and along these
lines the promoting business - the printing press, radio, TV and the Internet. The printing press
made the wide spread of data with words on paper conceivable, for the most part notices in
daily papers and magazines. Offering material must be made and promoting offices were
conceived.
The primary publicizing organization, Volney B. Palmer, was opened in Philadelphia in 1841.
By 1861 there were 20 promoting organizations in New York City alone. Among them was J.
Walter Thompson, today the most seasoned American publicizing organization in constant
presence. Radio turned into a business medium in the 1920s.
Surprisingly, publicizing could be listened, not simply seen. Cleanser musical shows, music,
and serial experiences populated the new medium, and as radios showed up in for all intents
and purposes each home in America, offers of items promoted broadcasting live took off.
Publicists hurried to compose irresistible publicizing rings, a work of art that at present has its
place in the promoting collection of today.
At that point TV changed everything. In spite of the fact that TV was developed in the 1920s,
it didn't turn into a mass business medium until the 1950s when the costs of TV sets started to
approach reasonableness. Print and radio needed to take a secondary lounge in light of the fact
that, surprisingly, plugs were show with sight, sound and movement.
The impact of the telvesion on the promoting business and the way items were sold was
momentous. Promoting organizations not just needed to figure out how to create these smaller
than normal motion pictures in units of 30 and 60 seconds, they needed to figure out how to
viably fragment the gathering of people and convey the right business message to the right
gathering of shoppers.

Satellite TV was the following incredible advancement, offering a more prominent assortment
of stations with more particular system offerings. That permitted publicists to narrowcast. Prior
to the coming of satellite TV, the systems endeavored to achieve demographics via airing at
various times all through the telecast time frame. Cleanser musical shows were telecast amid
the day to achieve ladies, news at night to achieve a more established target group of onlookers.
Digital TV, then again, carried with it channels like MTV that took into account youthful music
darlings, ESPN, for (ordinarily) male games fans, and the Food Network, for individuals who
love cooking (or possibly love to watch others cook). These new publicizing channels were
delightful for promoters who wished to focus on specific gatherings of people with particular
interests, however less so for the systems who saw their offer of advertisement income lessen.

Concept of Advertising
Advertisement has become an integral part in today’s marketing scenario. In earlier times,
advertisement was not given as much emphasis as it is being given today. The Institute of
Practitioners in Advertising defines the term as: “advertising presents the most persuasive
possible selling message to the right prospects for the product or service at the lowest possible
cost”. Here we have a combination of creativity, marketing research & economic media buying.
Advertising may cost a lot of money but that cost is justified if it works effectively and
economically.
The word advertising is a Latin word which means “to turn attention of people to a specific
thing.” It is a paid publicity. According to Oxford Dictionary the word ‘to advertise’ means ‘to
make generally or publicly known’, describe publicly with a view to increasing sales.
Advertising is thus, a mass communication tool, which is essentially in paid form by a firm or
an individual and the ultimate purpose of which is to give information, develop attitudes &
induce action, which are useful to the advertiser.
Advertising presents and upholds the ideas, commodities and services of a recognized
advertiser, which provides as a communication link between the producer and the potential
buyers. It gives the information to the would-be buyers who are interested in seeking the
information about a product and the manufacturer. Advertising may be taken as the most
efficient means of reaching people with product information. Advertising presents a mass
persuasion apart from disseminating information to the prospective buyers about the product
and the producer. While creating awareness and popularity, it seeks to persuade. It is a more
effective and extensive and less expensive way of creating contacts.

Objective
The purpose of advertising is to sell something - a product, a service or an idea. The real
objective of advertising is effective communication between goods and clients and increasing
awareness. Mathews, Buzzell, Levitt and Frank have listed some specific objectives of
advertising.
 To make an immediate sale.

 To build primary demand.
 To introduce a price deal.
 To build brand recognition or brand insistence.
 To help salesman by building an awareness of a product among retailers.
 To create a reputation for service, reliability or research strength.
 To increase market share.
Function
A normal characteristic of advertising is to create primary demand for a product category rather
than for a specific brand. It is believed that the product advertising must give stress on brand
name.
Now, we are going to outline the functions of advertising.
 To distinguish products from their competitors: There are so many products in the market.
Sometime the same types of products are competing in one market.
 To communicate product information: Through advertisement one company can send its
product information to the target audiences.
 To urge product use: Advertisement can create the urge within ourselves for a product.
 To expand product distribution: When the market demand of a particular product increases,
the retailer and distributor are engaged in the sale of that product.
 To increase brand preference: There are various products with various bands. So we are
getting the preference to choose the band of a particular product with the help of
advertisement.
To reduce overall sale cost: Advertising increases the primary demand in the market. When
demand is there and the product is available, automatically the overall price will decrease.

Classification
Advertising performs some functions. (A) It can inform the customers about a product, service,
or idea. (B) It can persuade the consumers to buy products, services, and ideas. (C) It can
remove cognitive dissonance from the minds of the customers to reinforce the feeling that they
have bought the best product, service, or idea and their decision is right. (D) It can remind
existing customers about the presence of the product, service, or idea in the market till now.
(E) It can dissuade the public at large from buying certain products or services that are harmful
for them.
Classification based on function
Informative advertising: This type of advertising informs the customers about the products,
services, or ideas of the firm or organization. Examples: Vishal Megamart is offering 2 kg
sugar for every Rs. 1,000/- purchase every day.
Persuasive advertising: This type of advertising persuades or motivates the prospective

buyers to take quick actions to buy the products or services of the firm. Example: “Buy one,
get one free”.
Reminder advertising: This genre of advertising reminds the existing customers to become
medium or heavy users of the products or services of the firm that have been purchased by
them at least once. This type of advertising exercise helps in keeping the brand name and uses
of the products in the minds of the existing customers.
Negative advertising: This type of advertising dissuades target audience from purchasing such
products and services which would not only harm them but also the society in general.
Examples: Advertisements of various civic authorities against alcohol, tobacco, and narcotics.
Classification based on Region
We can also classify advertising according to the region
Global advertising: It is executed by a firm in its global market niches. Reputed global
magazines like Time, Far Eastern Economic Review, Span, Fortune, Futurist, popular Science.
Cable TV channels are also used to advertise the products throughout world. Supermodels and
cinema stars are used to promote high-end products Examples: Sony, Philips, Pepsi, Coca Cola,
etc.

National advertising: It is executed by a firm at the national level. It is done to increase the
demand of its products and services throughout the country. Examples: BPL (Believe in the
best). Whirlpool Refrigerator (Fast Forward Ice Simple) etc.
Regional advertising: If the manufacturer confines his advertising to a single region of the
country, its promotional exercise is called Regional Advertising. This can be done by the
manufacturer, wholesaler, or retailer of the firm. Examples: Advertisements of regional
newspapers covering those states or districts where these newspapers are circulated. Eg. The
Assam Tribune (only for the NE region) etc.
Local advertising: When advertising is done only for one area or city, it is called Local
Advertising. Some professionals also call it Retail Advertising. It is sometime done by the
retailer to persuade the customer to come to his store regularly and not for any particular brand.
Examples: Advertisements of Ooo la la, Gupshup (Local FM channels) etc.
Classification based in target markets
Depending upon the types of people who would receive the messages of advertisements, we
can classify advertising into four subcategories.
Consumer product advertising: This is done to impress the ultimate consumer. An ultimate
consumer is a person who buys the product or service for his personal use. This type of
advertising is done by the manufacturer or dealer of the product or service. Examples:
Advertisements of Intel, Kuttons (shirt), Lakme (cosmetics) etc.
Industrial product advertising: This is also called Business-to-Business Advertising. This is

done by the industrial manufacturer or his distributor and is so designed that it increases the
demand of industrial product or services manufactured by the manufacturer. It is directed
towards the industrial customer.
Trade advertising: This is done by the manufacturer to persuade wholesalers and retailers to
sell his goods. Different media are chosen by each manufacturer according to his product type,
nature of distribution channel, and resources at his command. Hence, it is designed for those
wholesalers and retailers who can promote and sell the product.
Professional advertising: This is executed by manufacturers and distributors to influence the

professionals of a particular trade or business stream. These professionals recommend or
prescribe the products of these manufacturers to the ultimate buyer. Manufacturers of these
products try to reach these professionals under well-prepared programmes. Doctors, engineers,

teachers, purchase professionals, civil contractors architects are the prime targets of such
manufacturers.
Financial advertising: Banks, financial institutions, and corporate firms issue advertisements
to collect funds from markets. They publish prospectuses and application forms and place them
at those points where the prospective investors can easily spot them.
Classification based on Company demand
There are two types of demand, as follows:-
(A) Market Demand: Advertising is the total volume that would be bought by a defined
customer group, in a defined geographical area, in a defined time period, in a defined marketing
environment under a defined marketing programme.
(B) Company Demand: It is the share of the company in the market demand. Accordingly,
there are two types of advertising, as follows.
Primary demand advertising: It is also called Generic Advertising. This category of

advertising is designed to increase the primary demand. This is done by trade associations or
groups in the industry. Primary advertising is done by many companies at the same time, but
there is no competition. The idea is to generate a continual demand for the product.
Selective demand advertising: This is done by a company or dealer to increase the company
demand. The company would advertise its own brand only. The retailer can also advertise a
particular brand. Examples: Titan wrist watch , Hero Honda bike , Sony television etc
Classification based on desired responses
An ad can either elicit an immediate response from the target customer, or create a favourable
image in the mind of that customer. The objectives, in both cases, are different. Thus, we have
two types of advertising under this classification.
Direct action advertising: This is done to get immediate responses from customers.
Examples: Season's sale, purchase coupons in a magazine.
Indirect action advertising: This type of advertising exercise is carried out to make a positive
effect on the mind of the reader or viewer. After getting the advertisement he does not rush to
buy the product but he develops a favourable image of the brand in his mind.

Surrogate advertising: This is a new category of advertising. In this type of promotional
effort, the marketer promotes a different product. For example: the promotion of Bagpiper
soda. The firm is promoting Bagpiper Whisky, but intentionally shows soda. They know that
the audience is quite well aware about the product and they know this fact when the actor states,
"Khoob Jamega Rang Jab Mil Baithenge Teen Yaar ... Aap ... Main, Aur Bagpiper").
Classification based on the media used for Advertising
The broad classification based on media is as follows.
Audio advertising: It is done through radio, P A systems, auto-rickshaw promotions, and four-
wheeler promotions etc.
Visual advertising: It is done through PoP displays, without text catalogues, leaflets, cloth
banners, brochures, electronic hoardings, simple hoardings, running hoardings etc.
Audio-visual: It is done through cinema slides, movies, video clips, TV advertisements, cable
TV advertisements etc.
Written advertising: It is done through letters, fax messages, leaflets with text, brochures,
articles and documents, space marketing features in newspapers etc.
Internet advertising: The world wide web is used extensively to promote products and
services of all genres. For example Bharat Matrimony, www.teleshop.com,
www.asianskyshop.com etc.
Verbal advertising: Verbal tools are used to advertise thoughts, products, and services during
conferences, seminars, and group discussion sessions. Kinesics also plays an important role in
this context.
10 | O r g a n i s a t i o n S t u d y a t D e n t s u C o m m u n i c a t i o n s
Advertising Industry in India
Introduction
The Indian advertising industry has evolved from being a small-scaled business to a full-
fledged industry. The advertising industry is projected to be the second fastest growing
advertising market in Asia after China.
The Indian government has given tremendous support to the advertising and marketing
industry. Advertising expenditure is likely to increase in the financial sector, driven by Reserve
Bank of India (RBI) policies which could result in a more favourable business environment.
Also, proposed licences for new banks and better market sentiments render the advertising and
marketing industry in India a fertile space.
Market size
India’s advertising industry is expected to grow at a rate of 16.8 per cent! year-on-year to Rs
51,365 crore (US$ 7.54 billion) in 2016, buoyed by positive industry sentiment and a strong
GDP growth of 7 per cent and above.
Print contributes a significant portion to the total advertising revenue, accounting for almost
41.2 per cent, whereas TV contributes 38.2 per cent, and digital contributes 11 per cent of the
total revenue. Outdoor, Radio and Cinema make up the balance 10 per cent.
The online advertising market in India is expected to touch Rs 3,575 crore (US$ 538.09 million)
in 2015 from Rs 2,750 crore (US$ 413.92 million) in 2014. Of the current Rs 2,750 crore (US$
538.09 million) digital advertisement market, search and display contribute the most - search
advertisements constitute 38 per cent of total advertisement spends followed by display
advertisement at 29 per cent, as per the study.
The Internet's share in total advertising revenue is anticipated to grow twofold from eight per
cent in 2013 to 16 per cent in 2018. Online advertising, which was estimated at Rs 2,900 crore
(US$ 436.50 million) in 2013, could jump threefold to Rs 10,000 crore (US$ 1.51 billion) in
five years, increasing at a compound annual rate of 28 per cent.
It is interesting to note that Indians paid Rs 25,200 crore (US$ 3.79 billion) to access the
Internet in 2013, a figure greater than the Rs 22,300 crore (US$ 3.36 billion) that print medium
garnered in subscription and advertising.
Recent Developments:
Indian Railways has appointed Ernst & Young (EY) as a consultant to discover its advertising
potential, which is in line with the Railway Budget proposal of increasing non-fare earnings to
over Rs 5,000 crore (US$ 733.6 million) in five years.
MoMark Services, a mobile based customer engagement platform for small and medium
businesses, has raised US$ 600,000 from YourNest Angel Fund and LNB Group, to scale up
its product offerings and talent acquisition.
Tata Motors has appointed renowned football player Lionel Messi as the global brand
ambassador for Tata cars and utility vehicles globally, with an aim to tap the youth market and
expand visibility and presence of Tata Motors in newer markets.
Advertising agency J Walter Thompson has launched its global digital agency network 'Mirum'
in India which will provide services such as strategy and consulting services, campaigns and
content, experience and platforms, analytics and innovation and product development, with the
target to increase non-traditional media revenues to 40-45 per cent from 35 per cent currently.
DDB Mudra Group has planned to launch ‘Track DDB’, a brand that addresses the data-led
world of marketing communications, which will provide services like creative, data and digital
analytics, database marketing, CRM, digital and mobile marketing in India.
All India Radio (AIR) has appointed ‘releaseMyAd’ as a virtual agency to let advertisers book
ads for all of AIR’s station online.
Google is all set to help India implement Prime Minister Mr Narendra Modi's "Digital India"
initiative, and the government has a well laid out plan to realise it, said Google's Chief Internet
Evangelist Mr Vinton G. Cerf. Digital India is Rs 1.13 trillion (US$ 16.58 billion) government
initiative that seeks to transform the country into a connected economy, attract investment in
electronics manufacturing, and create millions of jobs and support trade.
As companies look for better productivity and increasing efficiencies in a tough market
environment, market research firm Nielsen has launched its first consumer neuroscience lab in
India at its Mumbai headquarters. The neuroscience lab will augment the company's research
capabilities in packaging and research, improving their effectiveness.
MPS North America LLC, the US subsidiary of Bengaluru-based publishing solutions provider
MPS Ltd, has acquired Electronic Publishing Services Inc. (EPS), a New York-based firm with
interests in content creation, art rendering, design and production. The deal will allow MPS to
strengthen its foothold in North America.
Jaipur-based Girnar Software Private Limited, which owns and operates the website
CarDekho.com, announced that it has raised US$ 50 million in its second round of funding.
The funding was led by Hillhouse Capital with participation from Tybourne Capital and
Sequoia Capital.
ZipDial has become the first Indian technology product startup to be bought by Twitter in what
is the third such deal led by a global corporation following the acquisitions by Facebook and
Yahoo. The ZipDial deal is expected to cost Twitter US$ 34-35 million. This feature is
expected to help Twitter reach people who will come online for the first time in countries such
as Brazil, India and Indonesia, mostly using a mobile device.
Telecom major Axiata's subsidiary, Axiata Digital Advertising (ADA) has formed a joint
venture with US-based advertising tech firm Adknowledge to get into the US$ 47 billion digital
ad market in the Asia Pacific region and has identified India as a 'key' market.
Government Initiatives:
The Governments of India and Canada have signed an audio-visual co-production deal which
facilitates producers from both countries to harness their collective artistic, technical, financial
and marketing resources, and encourage exchange of culture and art between the two countries.
The agreement is also likely to lead to better promotion of Indian locales for shooting films.
"The agreement will also lead to the transparent funding of film production and boost export
of Indian films into the Canadian market," as per the agreement.
India and Poland are seeking to enhance cooperation in the digitisation and restoration of film
archives. This was decided in a meeting between Mr Bimal Julka, Secretary of Information and
Broadcasting, India, and a delegation from Poland led by Ms Malgorzata Omilanowska,
Secretary of State. The two countries will form a joint working group that will help improve
cooperation in fields such as student exchange programmes, animation, films and digitisation,
among others. Mr Rajyavardhan Singh Rathore, Minister of State for Information &
Broadcasting, has announced that Indian government has planned to increase advertising spend
on the digital platform which will help increases the government’s presence in digital media.
Road Ahead:
The advertising and marketing sector in India is expected to enjoy a good run. E-commerce
companies are expected to dominate marketing trends in 2015. Growth is expected in retail
advertisement, on the back of factors such as several players entering the food and beverages
segment, e-commerce gaining more popularity in the country, and domestic companies testing
out the waters. The rural region is a potentially profitable target. For instance, in the
automobiles sector, the focus of two-wheelers on rural areas could mean more launches and
more advertising spends. The telecom sector could see growth as well, driven by better
smartphone penetration and service providers cutting down on prices.
Impact of advertising on consumers
Every organization, or rather, Brand, invests a lot of capital on marketing, a major chunk of
which is spent on making ads. Getting an iconic celeb like Amitabh Bachchan to speak about
a product like Navratna Hair Oil, it seems like a piece of cake nowadays. But, to how much
extent does these ads actually affect the consumers? Do they actually buy a product just
because their favourite film-star is endorsing it? Is it possible that a product can change its
image on the consumers overnight, just because of the flashy ad they just released?
If we go by theories, there are lot many factors that influence a customer to make a purchase,
and advertising is just one small part of a parameter called Psychology. Some of the more
influential factors are like:
Need of the Product – Considering the market scenario of today (I am talking about inflation),
we consumers hardly buy anything when we don’t need it.
Affordability – It is not an uncommon sight when a man sighs looking at an expensive brand
of shaving cream and goes for the cheaper brand.
Brand Image and Loyalty – Very few Surf Excel users would like to opt for a brand like Tide
or Nirma just because it is cheaper.
Peer group – now this is one factor that does not affect buying as much as it affects buying
behavior. Confused? Well, what I meant to say is, we buy a product when we need it, but
sometimes, especially when we are buying that particular product for the first time, we need
some help with what brand shall we choose. And this is where our peer group comes into
picture. It helps us choose a brand when we need a product, but does not tell us when we need
that product.
Advertising, it can be said, has a similar effect on our purchasing habits as our peer group does.
Nobody jumps in to say “I need that thing” just because the ad that had just been aired on TV
is extremely attractive, but yes, sometimes, we may say “let’s try this brand, the ad on TV looks
good.”
Revenue Generation
Company Profile
Name:
Dentsu
International Operations: Dentsu Aegis Network
Subsidiary in India: Dentsu Communications
Logo:
Dentsu Aegis Network (Dentsu Communnications)
Industry:
Advertising and Market Communications
Headquarters:
Tokyo, Japan
Year of Establishment:
1901
Website:
www.dentsu.in
About the Company:
With consumers more connected, through a range of devices, than ever before, the era of media
convergence is presenting many opportunities as well as a new, complex media eco-system.
From identifying who the consumers are, to how they make their decisions, Dentsu Aegis
Network and its brand businesses of Carat, Dentsu, Dentsu media, iProspect, Isobar,
mcgarrybowen, MKTG, Posterscope and Vizeum make the best use of today's media mix to
bring to life the right communication strategy and deliver the best results for clients.
Dentsu Aegis Network’s vision is ‘Innovating the way brands are built’ and our offering is to
be ‘different and better’ in a market defined by Globalisation and Convergence. Globalisation,
where advertisers need to evaluate different markets and regions to judge where future growth
will come from and prioritise their resources accordingly and Convergence; which has swept
away geographic and technological borders. Our vision, ‘Innovating the way brands are built’
unites us as one organisation, focused on delivering first-class results and is underpinned by a
clear set of values and behaviours that guide us in everything we do. Sharing the same values
and acting as one cohesive organisation will enable us to grow our business globally, by
ensuring that our global clients enjoy a consistent experience regardless of the market. Our
clients and employees increasingly ask us what we stand for, how we think and what makes us
different and better at our job and virtues – our values help answer these questions.
FIVECONTINENTS 24TIME ZONES
145COUNTRIES 32,000PASSIONATE PEOPLE
Vision
The Dentsu Group has adopted "Good Innovation." as the slogan that best embodies our
corporate philosophy.
By "innovation" we are not talking about just technological innovation. We mean reforming
our organization and business model to create new, socially significant value, and drawing on
new ideas that give form to our vision of being a business group that can help create a brighter,
happier future for society.
Mission
 Our tireless commitment is to become our clients’ indispensable partner in their own
mission to build brands that stand out, that lead in their category and that last over time,
to provide them with the best communications solutions, bar none, allowing them to
build strong and lasting relationships with all their target audiences.
 With the strength of three of the best advertising global brands in the world, each
fundamentally different in personality and positioning, Publicis Groupe SA today
represents an unparalleled resource.
 To assure the future of the company and its independence, as well as the future of its
employees, its relationships with clients and shareholders, the goal of Publicis Groupe
SA is to achieve, on a regular basis, the market’s best performance in terms of
professional quality, creativity, growth and profitability.
Values
Our values define what is important to us and how we do business. They are a shared set of
beliefs, which drive our behaviour and bind us together beyond individual brands and
geographies. As Dentsu Network and Aegis Media came together to create Dentsu Aegis
Network, we engaged with our people to identify the values which made sure we retained the
best of our collective heritages, created the opportunities to collaborate with Dentsu Inc. and
would be critical to the successful delivery of our new vision. Our values are:
Agile – we need to be nimble, quick and flexible, thinking and acting differently
Pioneering – we’re innovative, risk-taking self starters, building an industry legacy
Ambitious – we have a trail-blazing and inquisitive culture where relentlessness and hunger
are rewarded
Responsible – we take individual and collective responsibility for our thoughts and actions
Collaborative – we work together globally to deliver a consistent brand experience and partner
together locally to provide the best client solution
Our values permeate Dentsu Aegis through our behaviour both as individuals and companies.
They determine how we work in partnership and through wider collaboration, how we
approach our relationships internally, with existing clients and how we win new business. They
also influence the way we hire new people, develop employees, review performance, evaluate
reward and achieve promotion.
Organisation Structure
Dentsu Communications Private Limited.
CEO
Mrs. Simmi Sabhaney
Founder Chairman
Mr. Sandeep Goyal
CFO COO CEO Dentsu Digital

Mr. C P. Arora Taira Kimura Mr. Glen Ireland
VP Samrat Chengappa VP Saiki San
Head- TVS
Head- Toyota
Head- ITC Fabelle
Head- Nissin Foods
Head- Sterling
Holidays
Table 1.1
Functional Areas
Marketing
Dentsu Commnications is an Advertising Company that is a venture in India under the Parent
International Company ‘Dentsu Aegis Network’. Dentsu Aegis Network is in turn a wing to
the main Company Dentsu that is formed to foresee International business and operations of
the company.
Being an Ad Agency, Dentsu deals with a series of clients that outsource their marketing and
advertising activities to the company in exchange for the amount charged by the company.
Clients form an integral part of the functioning of the company, because obviously, an ad
agency cannot function without its clients. The form of business undertaken here is that of B2B
in nature. The area of business is deemed to be under the service sector.
An ad agency has the primary function of performing marketing and advertising activities
which puts the functional division- marketing at a pedestal. This also reflects on the fact that
marketing is the core function of the business and therefore, requires the nitty-gritties on point.
For the very same, the marketing division of the company is divided into several department
so as to solicit just business activities. The departments included under this are:
 Client Servicing
 Planning
 Designing
 Studio
During the course of my internship at Dentsu, I was a part of Client Servicing. Client Servicing
is a department that maintains contact with the clients and the company, including third party
vendors. The department oversees all functions and working going on in the organisation. I had
been assigned two clients for which I was working: TVS Wego and Sterling Holidays.
Being marketing and advertising, a series of Advertisements had to go out on a daily basis for
the clients. The form of advertisements Dentsu deals in are under the following media:
o Print Media
o Outdoor Media
o Television Commercials (TVCs)
o Radio
Even though the operations were carried on under a B2B market, the marketing had to be given
much more weightage over other working departments. A series of ads went out for every need
of the client.
Note: The Advertisement Concepts used and established by the company are confidential and
cannot be shared publicly. Therefore, no information pertaining to the same can be mentioned
in this report.
Human Resources
As per the latest update, Dentsu reported having 32,000 people over 145 countries spread
across 5 continents. Dentsu Communications, as a subsidiary, had 85 odd employees working
with the pre-requisite guidelines and clients.
The Human Resources department of the firm was limited to just a set of people who were in
charge of maintaining organisational policies and the set of guidelines and covering payroll.
Hiring and Training and Development was performed by the departmental heads based on the
knowledge and integrity of the foreseeing employees.
Note: The Human Resource policies of the company are confidential and cannot be shared
publicly. Therefore, no information pertaining to the same can be mentioned in this report.
Finances
Consolidated Statement of Financial Position
The first quarter

FY2015
(As of March 31, 2016)
(As of December 31, 2015)
Assets
Current assets:
Cash and cash equivalents 263,322 244,608
Trade and other receivables 1,263,317 1,184,935
Inventories 18,724 19,903
Other financial assets 20,945 15,866
Other current assets 46,201 49,926
Subtotal 1,612,510 1,515,240
Non-current assets classified as
5,513 1,561
held for sale
Total current assets 1,618,024 1,516,801
Non-current assets:
Property, plant and equipment 196,782 194,524
Goodwill 656,862 611,009
Intangible assets 256,991 235,585
Investment property 41,642 38,264
Investments accounted for

50,281 50,194
using the equity method
Other financial assets 218,083 207,784
Other non-current assets 11,515 12,326
Deferred tax assets 15,893 14,496
Total non-current assets 1,448,051 1,364,186
Total assets 3,066,075 2,880,988
Liabilities and equity
Liabilities:
Current liabilities:
Trade and other payables 1,207,347 1,109,368
Borrowings 66,805 73,730
Other financial liabilities 44,988 44,564
Income tax payables 11,177 8,122
Provisions 1,819 1,769
Other current liabilities 156,156 153,618
Subtotal 1,488,294 1,391,173
Liabilities directly associated

with non-current assets 307 -
classified as held for sale
Total current liabilities 1,488,602 1,391,173
Non-current liabilities:
Borrowings 286,977 276,319
Other financial liabilities 72,735 79,667
Liability for retirement

30,557 29,020
benefits
Provisions 3,096 3,075
Other non-current liabilities 11,350 10,416
Deferred tax liabilities 70,011 58,092
Total non-current liabilities 474,729 456,592
Total liabilities 1,963,331 1,847,766
Equity:
Share capital 74,609 74,609
Share premium account 99,751 99,751
Treasury shares (20,155) (20,158)
Other components of equity 261,039 187,862
Retained earnings 652,972 657,332
Total equity attributable to

1,068,216 999,396
owners of the parent
Non-controlling interests 34,526 33,825
Total equity 1,102,743 1,033,222
Total liabilities and equity 3,066,075 2,880,988
Table 1.2
Consolidated Statement of Income and Consolidated Statement of Comprehensive
Income
Three months ended Three months ended

June 30, 2015 March 31, 2016
(From April 1 to June 30, (From January 1 to March 31, 2016)
2015)
Turnover (Note) 1,136,613 1,195,570
Revenue 172,027 199,542
Cost 10,915 12,552
Gross profit 161,111 186,990
Selling, general and

147,825 157,994
administrative expenses
Other income 2,502 5,282
Other expenses 3,533 2,482
Operating profit 12,254 31,796
Share of results of
938 910
associates
Profit before interest and

13,193 32,706
tax
Finance income 2,733 1,253
Finance costs 5,197 5,547
Profit before tax 10,729 28,412
Income tax expense 3,359 9,603
Profit for the period 7,369 18,809
Profit attributable to:
Owners of the parent 6,838 17,215
Non-controlling interests 531 1,593
Earnings per share
Basic earnings per share
23.77 60.38
(in yen)
Diluted earnings per share

23.76 60.37
(in yen)
Table 1.3
Reconciliation from operating profit to underlying operating profit
Three months ended

Three months ended
March 31, 2016
June 30, 2015
(From January 1 to March 31, 2016)
(From April 1 to June 30, 2015)
Operating profit 12,254 31,796
Amortization of intangible
5,354 5,460
assets incurred in acquisitions
Other adjusting items (selling,

general and administrative 124 328
expenses)
Other adjusting items (other

(1,126) (2,919)
income)
Other adjusting items (other

2,675 1,102
expenses)
Underlying operating profit
19,282 35,769
(Note)
Table 1.4
Consolidated Statement of Comprehensive Income
Three months ended Three months ended

June 30, 2015 March 31, 2016
(From April 1 to June 30, (From January 1 to March 31,
2015) 2016)
Profit for the period 7,369 18,809
Other comprehensive income
Items that will not be

reclassified to profit or loss:
Net change in financial

assets measured at fair
2,921 (5,170)
value through other
comprehensive income
Remeasurements of
102 (8)
defined benefit plans
Share of other
comprehensive income of
investments accounted 96 (396)
for using the equity
method
Items that may be

reclassified to profit or loss:
Exchange differences on
translation of foreign (30,900) (61,683)
operations
Effective portion of the

change in the fair value of (495) (6,731)
cash flow hedges
Share of other
comprehensive income of
investments accounted (380) (105)
for using the equity
method
Other comprehensive
(28,657) (74,094)
income, net of tax
Comprehensive income for

(21,287) (55,285)
the period
Comprehensive income for the
period attributable to:
Owners of the parent (21,491) (56,076)
Non-controlling interests 204 791
Table 1.5
Consolidated Statement of Cash Flows
Three months ended

Three months ended
March 31, 2016
June 30, 2015
(From January 1 to March 31, 2016)
(From April 1 to June 30, 2015)
Cash flows from operating

activities
Profit before tax 10,729 28,412
Adjustments for:
Depreciation and
10,553 10,485
amortization
Impairment loss 23 5
Interest and dividend

(2,315） (736)
income
Interest expense 1,712 1,647
Share of results of
(938) (910)
associates
Increase (decrease) in
liability for retirement 1,095 (1,449)
benefits
Other-net 1,881 (708)
Cash flows from operating

activities before adjusting
22,741 36,746
changes in working capital
and others
Changes in working capital:
(Increase) decrease in
112,211 39,281
trade and other receivables
(579) (813)
inventories
(17,302) (3,795)
other current assets
(126,322) (58,862)
trade and other payables
(1,440) 3,568
other current liabilities
Change in working capital (33,433) (20,622)
Subtotal (10,691) 16,124
Interest received 562 445
Dividends received 2,938 262
Interest paid (1,239) (1,279)
Income taxes paid (22,570) (14,304)
Net cash flow from operating

(31,000) 1,248
activities
Cash flows from investing
activities
Payment for purchase of

property, plant and
(4,040) (5,456)
equipment, intangible assets
and investment property
Proceeds from sale of

property, plant and
38 4,649
equipment, intangible assets
and investment property
Net cash (paid) received on

(5,610) (10,139)
acquisition of subsidiaries
Net cash (paid) received on

8 –
disposal of subsidiaries
Payments for purchases of

(3,461) (1,343)
securities
Proceeds from sales of

1,839 6,171
securities
Other-net (5,467) 1,187
Net cash flow from investing
(16,693) (4,931)
activities
Cash flows from financing

activities
Net increase (decrease) in

(10,079) 10,586
short-term borrowings
Proceeds from long-term

192 –
borrowings
Repayment of long-term
(1,409) (1,137)
borrowings
Payment for acquisition of

interest in a subsidiary from (758) (1,123)
non-controlling interests
Payments for purchase of

(15,901) (3)
treasury shares
Dividends paid (10,092) (11,405)
Dividends paid to non-

(553) (1,027)
controlling interests
Other-net (159) (2,212)
Net cash flow from financing

(38,761) (6,323)
activities
Effect of exchange rate changes

(15,717) (8,707)
on cash and cash equivalents
Net increase (decrease) in cash

(102,173) (18,714)
and cash equivalents
Cash and cash equivalents at

365,379 263,322
beginning of period
Cash and cash equivalents at end

263,206 244,60
of period
Table 1.6
Effective from fiscal year 2015, the Company and its subsidiaries with fiscal year-ends other
than December 31 have changed their fiscal year-ends to December 31. As a result of this
change, the Group’s consolidated fiscal year-end date has been changed from March 31 to
December 31, and fiscal year 2015 is the nine-month period from April 1, 2015 to December
31, 2015. However, since the fiscal year-end date of Dentsu Aegis Network Ltd. and its
subsidiaries, which operate the Group’s international business, is already December 31, the
financial results of these companies for the twelve-month period from January 1, 2015 to
December 31, 2015 have been consolidated into the Group’s consolidated financial results for
fiscal year 2015.
The finances mentioned above are those available of Dentsu. Dentsu Communications, a
subsidiary of Dentsu Aegis Network is a private Limited Company operating in India. As a
matter of fact, it is not possible to get access of the financials of a private company. What
Dentsu Communications has is a set of estimates, purchase orders and invoices based on the
job performed for the clients.
Note: Note: The finances of the company are confidential and cannot be shared publicly.
Therefore, no information pertaining to the same can be mentioned in this report.
Analysis and Interpretation: Marketing (Advertising)
As an intern in the Client Servicing Team, I gained valuable insights into a lot of processes
involved in Advertisements and Client Servicing. However, for the purpose of this project, I
will limit my analysis to the process of sourcing only.
The aim of this analysis is to assess the various functions used while performing the job of
client servicing and to elucidate the nitty-gritties involved in each function. The company as a
separate business identity is represented in the real world through the clients it has. These
clients bring business into the company by asking for work which is therefore, the job for the
company. As a part of this internship, and also for this analysis, it majorly important to know
the in depths of Advertising and client servicing. The client servicing department makes a
requisition of the job at hand from the client to be done. It later has to direct and supervise the
various departments in the organisation that have to be involved in the process of the job-
creative, studio, planning, etc. Once the job is done, they need to contact the client for referrals.
Client servicing also has the job of getting estimates across.
Advertising is a form of marketing communication used to promote or sell something, usually

a business's product or service. Advertising by a government in favor of its own policies is
often called propaganda.
In Latin, ad vertere means "to turn toward". The purpose of advertising may also be to reassure
employees or shareholders that a company is viable or successful. Advertising messages are
usually paid for by sponsors and viewed via various old media; including mass media such as
newspapers, magazines, Television, Radio, outdoor advertising or direct mail; or new
media such as blogs, websites or text messages.
Commercial ads seek to generate increased consumption of their products or services through
"branding," which associates a product name or image with certain qualities in the minds of
consumers. Non-commercial advertisers who spend money to advertise items other than a
consumer product or service include political parties, interest groups, religious organizations
and governmental agencies. Non-profit organizations may use free modes of persuasion, such
as a public service announcement.
Modern advertising was created with the techniques introduced with tobacco advertising in the
1920s, most significantly with the campaigns of Edward Bernays, considered the founder of
modern, "Madison Avenue" advertising.
Advertising can broadly be split among the various heads and types of advertising. They are as
follows:
Television advertising
Television advertising is one of the most expensive types of advertising; networks charge
large amounts for commercial airtime during popular events. The annual Super
Bowl football game in the United States is known as the most prominent advertising event
on television - with an audience of over 108 million and studies showing that 50% of those
only tuned in to see the advertisements. The average cost of a single thirty-second television
spot during this game reached US$4 million & a 60-second spot double that figure in
2014.Virtual advertisements may be inserted into regular programming through computer
graphics. It is typically inserted into otherwise blank backdrops or used to replace local
billboards that are not relevant to the remote broadcast audience. More controversially,
virtual billboards may be inserted into the background where none exist in real-life. This
technique is especially used in televised sporting events. Virtual product placement is also
possible.
Infomercials
An infomercial is a long-format television commercial, typically five minutes or longer.
The word "infomercial" is a portmanteau of the words "information" and "commercial".
The main objective in an infomercial is to create an impulse purchase, so that the target
sees the presentation and then immediately buys the product through the advertised toll-
free telephone number or website. Infomercials describe, display, and often demonstrate
products and their features, and commonly have testimonials from customers and industry
professionals.
o Radio Advertising
o Online Advertising
o Domain Name Advertising
Product placements
 Covert advertising is when a product or brand is embedded in entertainment and media.
 Press Advertising
 Billboard Advertising
 Mobile Billboard Advertising
 Instore Advertising Advertising
Companies with a high customer retention rate know the value of client servicing. Essentially,
this is the process of creating and maintaining a strong working rapport with each customer.
Often referred to as customer care, it is about understanding the needs and desires of the
customer, and moving to meet those needs in a proactive manner.
While there are a number of client service programs on the market today, there are a few
elements that form the basis for any type that is effective. One of the most important keys is
providing the client with people who know the account well and are able to be of assistance
whenever needed. This means looking beyond the data that is gathered during the sale cycle.
Client servicing dictates that the vendor develop a working knowledge of the goals of the
customer, the conditions that the client works within, and what expectations must be met in
order to keep the client.
Many companies make the mistake of securing a new customer, then never allow the sales
contact to introduce other support personnel to the new client. Often referred to as a handoff,
this allows the customer to be incrementally migrated from relying on the sales contact and
begin to develop a relationship with customer care professionals. The idea is to help the new
client understand that he or she has a support team that is in place for the long haul.
SWOT Analysis
Strengths Weaknesses
 Strong market position  Weak global presence

 Full range of services  Reliance on traditional media sales
 Innovative Culture  Rigidity in hierarchy
 Strong Management  Low employee growth
Opportunities Threats
 Growing mobile spending  Competitive landscape

 Merger/ Acquisition opportunities  Government tax and regulation
 Global expansion in new media  Volatile revenue and costs can harm
 Income level is at a constant increase long term planning
Table 1.7
The following points throw light on the important factors under the SWOT Analysis:
Strengths
1. Strong market position
2. Full range of services
Weaknesses
1. Reliance on traditional media sales
Opportunities
1. Growing mobile spending
2. Global expansion in new media
Threats
1. Competitive Landscape
2. Government tax and regulation

 $19.4 billion lost in Ad spending
 Loss on $419 billion in additional economic output
 Loss of 42,000 jobs directly related to advertising
Suggestions/ Recommendations
Since I worked as an intern under the client servicing team, the suggestions are focused
primarily towards the Client Servicing Team only. The suggestions and recommendations are
as follows:
 The company should focus on catering to employee needs and should respect their wants.
During my tenure, I did see a lot more people leaving the organisation than joining it.
 Payroll- the organisation should focus on increasing payroll for employees for the amount
they work. As a part of a project, the employee is liable to stay till whatever time they are
supposed to. For this, they should be paid bonuses, which they don’t.
 Client servicing should involve a sense of relationship with the client so as to carry out
deals better.
 Most of the jobs performed were repetitive. Instead of the company wasting time in making
small changes and getting approvals, the clients should take up the responsibility of making
these changes on their own to suit their needs.
Conclusion
Advertising is a form of marketing communication used to promote or sell something, usually

a business's product or service. Advertising by a government in favour of its own policies is
often called propaganda.
Hence, from the above report, one can conclude the fact that in advertising firm’s preliminary
function includes placing a product in the market in such a way that the product is appealing to
the target customers and also is cost effective to the client.
Client servicing is a crucial part of the advertising industry. The main aim of this department
is to generate customers and business for the company and also develop the existing customer
relationships. This department also covers the responsibilities of the public relationship
officers.
This also forms a brief outline of the Client Servicing department. The main function of client
servicing in an advertising firm is to act as a two-way bridge between the client and various
departments of the firm. For example, Creative and Planning.
In conclusion, the overall experience taught me that marketing and specifically advertising is
all about meeting deadlines as there is a very narrow window to place your advertisements.
Moreover, it teaches one the way to look at things from a different perspective and therefore,
enhances the cognitive ability of the mind.
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Market Communications and Advertising Industry

1|Organisation Study at Dentsu Communications

Notwithstanding the corporate methodology required in surviving a downturn, advertisement

2|Organisation Study at Dentsu Communications

3|Organisation Study at Dentsu Communications

4|Organisation Study at Dentsu Communications

5|Organisation Study at Dentsu Communications

 To make an immediate sale.

Now, we are going to outline the functions of advertising.

6|Organisation Study at Dentsu Communications

Classification based on function

Persuasive advertising: This type of advertising persuades or motivates the prospective

Classification based on Region

We can also classify advertising according to the region

7|Organisation Study at Dentsu Communications

Classification based in target markets

Industrial product advertising: This is also called Business-to-Business Advertising. This is

Professional advertising: This is executed by manufacturers and distributors to influence the

8|Organisation Study at Dentsu Communications

Classification based on Company demand

There are two types of demand, as follows:-

Primary demand advertising: It is also called Generic Advertising. This category of

Classification based on desired responses

9|Organisation Study at Dentsu Communications

Classification based on the media used for Advertising

The broad classification based on media is as follows.

International Operations: Dentsu Aegis Network

Subsidiary in India: Dentsu Communications

Dentsu Aegis Network (Dentsu Communnications)

Advertising and Market Communications

FIVECONTINENTS 24TIME ZONES

145COUNTRIES 32,000PASSIONATE PEOPLE

Dentsu Communications Private Limited.

CFO COO CEO Dentsu Digital

VP Samrat Chengappa VP Saiki San

Head- ITC Fabelle

Head- Nissin Foods

Consolidated Statement of Financial Position

The first quarter

Cash and cash equivalents 263,322 244,608

Trade and other receivables 1,263,317 1,184,935

Inventories 18,724 19,903

Other financial assets 20,945 15,866

Other current assets 46,201 49,926

Subtotal 1,612,510 1,515,240

Total current assets 1,618,024 1,516,801

Property, plant and equipment 196,782 194,524

Goodwill 656,862 611,009

Intangible assets 256,991 235,585

Investment property 41,642 38,264

Investments accounted for

Other financial assets 218,083 207,784

Other non-current assets 11,515 12,326

Deferred tax assets 15,893 14,496

Total assets 3,066,075 2,880,988

Liabilities and equity

Trade and other payables 1,207,347 1,109,368

Borrowings 66,805 73,730

Other financial liabilities 44,988 44,564

Income tax payables 11,177 8,122

Provisions 1,819 1,769

Other current liabilities 156,156 153,618

Liabilities directly associated

Total current liabilities 1,488,602 1,391,173