JABALPUR COLLEGE OF COMPUTER AND COMMUNICATION

A PROJECT REPORT ON ADVERTISING AGENCY Vias group Session-2010-2011 Submitted as a partial fulfillment for the DEGREE OF Bachelor of Business Administration

RANI DURGAWATI VISHWAVIDYALAY JABALPUR (M.P) Submitted to by Miss Esha kesharwani trivedi Shailja submitted

PREFACE

It is a matter of great honor for me to present before my humble readers this project based on the study of Advertising Agency. The foregoing presentation is an honest and painstaking effort on my part in black and white about the colorful world of advertising agencies. The data collected by me is both primary as well as secondary. I have taken assistance from knowledgeable and apt taskmasters shouldering work of great responsibility in reputed advertising agency. However, with due respect to the urge of these agency for maintaining secrecy about their operations and financial data ,I also had to resort to secondary sources for obtaining data like newspapers, magazines and the websites of these agencies. Although the information obtained from secondary sources may prima facie seem to be paralyzed by window dressing, to be absolutely frank with my understanding readers, it has been discovered that this data is as reliable as the one I have obtained from the horses mouth for other agencies. So, with due respect to my patient readers for the time they will spare for my project and with confidence flowing through my nerves that both the time and patience of my readers will not be tried and tested and but duly rewarded with the intensity of my efforts, I carry you gracefully into my world of advertising agency.

ACKNOWLEDGEMENTS

I would like to sincerely thank the University of Jabalpur Rani durgawati vishwavidyala and my college Jabalpur college of computer and communication for giving me this opportunity of taking up such a challenging project which has enhanced my knowledge about the Advertising Industry & the advertising agencies. I am very grateful to Ms. Esha kehsarwani - Project Coordinator, under whose guidance and assistance I was able to successfully complete my project. I am also thankful to Mr. Ganesh S. Rathore sir (HOD), Project Guide whose advice and thoughts helped me gain a better understanding of this huge advertising industry and the flamboyant, magnanimous world of advertising agencies. Last but not the least; I also thank the owner of vias groups who have played a major role in leading their respective agency to the sky of glory. This is a special thanks to them for sparing their precious time, fitting my out-of-the-way opponent into their diary and giving almost all the information required by me in an unbelievably amicable manner. Without the priceless contribution and coveted guidance, this project would have never got a shape of reality and emerged before all of you in the manner and in the style as it now appears.

Certificat e
This is to certify that Shailja trivedi is a regular student of Bachelor of business administration in our college. Her conduct and behavior is good. And she has successfully completed the given project entitle Advertising agency, has completed this project by taking full use of the knowledge and experience of our faculty members of the college. Last but not the least the project completed by Shailja trivedi is done under by guidance.

Principle (Mrs.Sadhna shrivastava)

Jabalpur College of computer & communication

CERTIFICATE

This is to certify that Shailja trivedi is a student of Jabalpur college of computer and communication under the affiliation of RDVV(rani durgavati vishwavidyalaya) has prepared the project report on the Advertising agency for partial fulfillment of the degree of Bachelor of business administration. She has prepared the concerned project report by our knowledge, skills, guidance and material place support. Shailja trivedi carrying out the project works with his hard working and strong dedication towards the fulfillment of this project. By looking at her performance in the project. We wish her all the best in her near future.
Class teacher

Miss Esha kesharwani Jabalpur College of computer & communication

CERTIFICATE

This is to certify that Shailja trivedi is a student of Jabalpur College of computer and communication under the affiliation of RDVV (rani durgavati vishwavidyalaya) has prepared the project report on the Advertising agency for partial fulfillment of the degree of Bachelor of business administration. She has prepared the concerned project report by our knowledge, skills, guidance and material place support. Shailja trivedi carrying out the project works with his hard working and strong dedication towards the fulfillment of this project. By looking at her performance in the project. We wish her all the best in her near future.

Head of Department Mr. Rathod Jabalpur College of computer & communication

DECLARATION
I HEREBY DECLARE THAT THIS PROJECT REPORT TITILED AS ADVERTISING AGENCY HAS BEEN PREPARED BY ME DURING THE ACADEMIC YEAR 2010-2011, UNDER THE GUIDANCE AND SUPERVISION OF OUR HOD MR. RATHOD AND CLASS TEACHER MISS ESHA KESHARWANI, JABALPUR COLLEGE OF COMPUTER AND COMMUNICATION. TO THE BEST OF MY KNOWLEDGE AND BELIEF THE MATTER PRESENTED IN THIS REPORT HAS NOT BEEN SUBMITTED EARLIER FOR THE AWARD OF ANY DEGREE TO ANY UNIVERSITY. THIS REPORT IS PREPARED BY ME ON MY OWN EFFORTS.

SHAILJA TRIVEDI ENROLL NO. BB/5105

CONTENT TABLE Page no. Introduction of advertising agency. History of advertising agency. Types of advertising agency. Function of advertising agency. Role of advertising agency. Advertising process(work flow) Service offered by ad agency Organization structure Impact of technology on ad agency Benefits of advertising agency.

1-4 5-6 6-8 10-11 12 13 14 15 16-20 21-22

Company profile About Vias groups Services Why and when to advertise

23 23-24 25

Data Interpretation & Analysis

26-36

Suggestion & Findings

37-38

 Limitation

39

Bibliography

40

INTRODUCTION OF ADVERTISING AGENCY

What is Advertising :

The word advertising is derived from the Latin word viz, "advertero" "ad" meaning towards and "verto" meeting towards and "verto" meaning. "I turn" literally specific thing". Simply stated advertising is the art "says green." Advertising is a general term for and all forms of publicity, from the cry of the street boy selling newspapers to the most celebrate attention attracts device. The object always is to bring to public notice some articles or service, to create a demand to stimulate buying and in general to bring logethel the man with something to sell and the man who has means or desires to buy". Advertising has been defined by different experts. Some of the quoted definition are :

American marketing association has defined advertising as "any paid form of non personal presentation and promotion of ideas, goods or services by an identified sponsor. The medium used are print broad cast and direct.

Stanton deserves that "Advertising consists of all the activities involved in presenting to a group a non- personal, oral or visual openly, sponsored message regarding a product, service, or idea. This message called an advertisement is disseminated through one or more media and is paid for by the identified sponsor. Advertising is any paid form of non personal paid of presentation of ideas goods or services by an identified sponsor. Advertising is a "non- personal paid message of commercial significance about a product, service or company made to a market by an identified sponsor. In developing an advertising programme, one must always start by identifying the market needs and buyer motives and must make five major decisions commonly referred as 5M (mission, money message, media and measurement) of advertising.

ADVERTISING AGENCY Getting the best out of advertising is a highly skilled job. It requires the inputs of experts in many different fields like writers, artists, photographers, designers, television production crews and many others. Even the biggest advertisers cannot afford to employ all these experts. Almost all advertising is therefore arranged through an advertising agency which provides the necessary skill to turn the message into a memorable and effective advertisement. Advertising has not only come to reflect pop culture but has also become an important element of economic growth. Today, every person connected with the Indian economy or public should be fully aware what advertising really is and why effective advertising campaigns can be performed by full-service advertising agencies. Advertising agency is one of the most important components of advertising industry. It has played a significant role in the development of modern advertising. The advertising agency has evolved to provide the specialized knowledge, skills and experience needed to produce effective advertising campaigns. It provides a quality range of service greater than any single advertiser could afford or would need to employ. An advertising agency is a firm that specializes in the creation,

design and placement of advertisements, and in the planning and execution of promotional campaigns for products and services of their clients. The Association of Advertising Agencies of America (AAAA) defines advertising agency as An independent business organization composed of creative and business people who develop, prepare and place advertising media for sellers seeking to find customers for their goods and services. The glamour, the unlimited expense accounts, and the exhilarating lifestyle - all these popular portraits of life in the bigtime advertising agency are misleading. Advertising is demanding, challenging, hard work. It is also interesting and fulfilling. Advertising requires a mix of personal abilities, considerable business skills, and an ability to work under pressure to meet deadlines. Compared to larger industries, there are never many entry-level positions open in advertising agencies (dozens rather than hundreds). And competition is stiff. The industry, however, is constantly on the look out for skilled, bright, articulate, creative and personable men and women with a well- rounded education and a good business sense. An advertising agency or ad agency is a service business dedicated to creating, planning and handling advertising (and sometimes other forms of promotion) for their clients. An ad agency is independent from the client and provides an outside point of view to the effort of selling the client's products or services. An agency can also handle overall marketing and branding strategies and sales promotions for its clients. Typical ad agency clients include businesses and corporations, non-profit organizations and government agencies. Agencies may be hired to produce single ads or, more commonly, ongoing series of related ads, called an advertising campaign.

HISTORY OF ADVERTISINGAGENCY 1. Period of early growth 1841 - 1865. The first advertising agency on record in the US was Olney B. Palmer. In 1841, Palmer organized a newspaper advertising and subscription agency. By 1849 he had established offices in the cities of New York, Boston, Baltimore and Philadelphia. At this early fate, there were no directions of newspapers and no published rates for space to be sold to advertisers. Palmer acted as an informatory agent in these matters to prospective advertisers. In essence, he served as a salesman of space for publishers and they in turn, gave him a commission of 25% of such sales. The publishers found these methods of selling more effective than trying to sell direct and advertisers, wishing to reach more than one territory found value in such service. Completion increased, and the usual price cutting occurred. Success seemed to depend upon ones ability to bargain with the publisher and advertiser. The natural result of this policy was a general reduction in profits to the agency; this led to a search for new competitive tools which would return a profit. 2. Wholesaling Period 1865 1880

George P. Rowell, who opened an agency in 1865, supplied the new competitive tool. Rowell contracted with 100 newspapers to sell him a column of space each week for a year. Throughout the wholesaling period, the agent continued as a seller of space for publishers. This took on different forms, one of which was the exclusive right to sell space in certain publishers. Thus, one agency developed a controlled list of religious papers, another a List of Thirsty household magazines. Any advertiser wishing to buy space in the controlled publications was forced to buy through the exclusive wholesaler for that paper. 3. Semi Service Period 1880 1917 The wholesaling phase of agency work was checked when publishers began to establish their own sales departments for selling space. Some of these departments sold direct to the advertiser, others to the general advertising agency. Thus, the agency was forced to turn its attention somewhat away from the particular function of selling space for publisher and toward the function of buying space for the advertiser. Early in the semi service period agencies offered to write the copy for the advertiser, thus giving added weight to their claim of being servants of the advertiser. This concept of service was slow to develop; but in the early part of the 20th century, agencies began to emphasize strongly this free service. One agency in 1905 advertised that it paid $28,000 a year for a copywriter. These methods increased the agency business and forced most space sales to be made through them. 4. Service Period 1917 Present

By 1917 the idea of service had grown until not only was copywriting done for the advertiser but many other things as well. During the service period, many agencies have grown to the position of advertising and marketing counselors for advertiser. The service elements has modified the position of agencies to such a degree that radio and television, network and magazine publishers have come to depend upon them as the primary channel through which time and space are sold. Publishers claim to have had an important part in encouragements of agencies to provide extra service to the advertiser. By providing advertisers with the kind of assistance that will improve the effectiveness of advertising, more time and space naturally will be sold.

Types of advertising agencies

Ad agencies come in all sizes, from small one- or two-person shops to large multi-national, multi-agency conglomerates such as Omnicom Group, WPP Group, Interpublic Group of Companies and Havas. Some agencies specialize in particular types of advertising, such as print ads or television commercials. Other agencies, especially larger ones, produce work for many types of media. Lately, Search Engine Marketing (SEM) and Search Engine Optimization (SEO) firms have been classified by some as 'agencies' due to the fact that they are creating media and implementing media purchases of text based (or image based in some instances of search marketing) ads. This relatively young industry has been slow to adopt the term 'agency' however with the creation of ads (either text or image) and media purchases they do qualify technically as an 'advertising agency' as well as recent studies suggest that both SEO and SEM are set to outpace magazine spending in the next 3-5 years.

Not all advertising is created by agencies. Companies that create and plan their own advertising are said to do their work in house. Today selection of adagency is very difficult. The advertiser should make list of all possible agencies that can serve his purpose and the agency best qualified to provide required and effective services are selected. Some advertiser may select more than one advertising agency to handle effectively the various product lines. Following are major types of advertising agencies that are currently serving the advertising industry. Full Service Agencies A full service ad agency is one that provides a range of marketing services. A full services agency provides services that are directly related to advertising such as copywriting, artwork, production of ads, media planning etc. It also provides such services in respect of pricing, distribution, packaging, product design etc. Modular agencies A modular agency is a full service agency that sells its services on a piece meal basis. Thus an advertiser may commission an agencys creative department to develop an ad campaign while obtaining other agency services elsewhere. Or, an advertiser may hire an agencies media department to plan and execute a program for advertising that another agency has developed. Fees are charged for actual work undertaken In House agencies Those companies, which prefer to have closer control over advertising, have their own in-house agency. This type is owned completely by the advertiser. It performs almost all functions that an outside advertising agency would perform

and thats why some people refer to it as full-service advertising department of the advertiser. However, the difference between an in-house agency and an advertising department is that the in-house agency can undertake to serve several other clients, if the owner so desires, but an advertising department solely undertakes that work of its owner and not of outside clients. Secondly an advertising department may not be equipped the personnel and facilities, which an in-house agency would posses. In- house agency not only provides control over advertising schedule and costs, but also offers convenience for its owner, because it is just available in the same building as that of the head office of advertiser. Such in-house agency also benefits the owner as it can bring revenue through agency commission that are offered by the media and by way of fees that are collected from outside parties for undertaking their advertising work. Such revenue increases the funds and profits of the company. There is another version of in-house agency whereby advertiser handles the total agency functions by buying service unit to buy time, space and place the ads. Such an In-house agency is an administrative center (under the direction of an advertising director) that gathers and directs varying outside for its operation. Creative Boutiques These are shop agencies that provides only creative functions and not fullservice. The specialized creative functions include copy writing, artwork and production of ads, they charge a fee or percentage of full service agencies, and as such most of them convert into a full service agency or merge with other agencies to provide a wide range of services. Mega agencies A significant of 1980s is the development of mega agency. Agencies worldwide merge with each other serve their clients in much better way. It was in

1986, Saachi & Saachi, a London based agency who started the movement and at present it is the third largest agency network in the world. The Specialists Agency There are some agencies who undertake advertising work only in certain areas. there are agencies that specialize only in financial services or only in publicity or only in point-of-purchase material etc. for instance Soubhagya advertising agency concentrate on specialized in financial advertising.

Functions of Advertising Agencies Today advertising agencies are found in virtually every major city on the world and their role in stimulating economic growth is solidly established. To understand advertising, we need to examine the functions of an Ad Agency. These are:

Talent & Creative productions: The basic function of an Ad Agency is providing talent. The creative efforts of the art director, the detailed analysis of the research director and the political understanding of the campaign director, are just a few examples of the many abilities of Ad Agency personal have to offer. A business organization or person will contract the services of an ad agency to help market a product. This function involves processing the information collected from the client and through research and designing communication material in the form of advertisements and other publicity material. This also includes planning creative strategies, copy or script writing, visualization, designing, layout, shooting of films, editing, giving music, etc.

Research: The second function of an Ad agency is research. In order to distribute the message to the public successfully, the agency must first know all that it can about the product. One of the first jobs is to research the product and the company, one must learn, one possibly can about both. The research must even take one close to the heart of the firms inner operations.

Ad agencies use research as a tool to test consumer reactions to products and services.

Distribution & Media planning: The third important function of an ad agency is distribution. Here you decide what type of message you will create for the company and what media will be most helpful in sending this message to the public. On the basis of the media habits (access and exposure) of the target audience, agency people prepare a media plan. This plan includes which media to be used, which part of the media to be used, when to place the ads and for how long to place the ads, etc. media planners keep track of the viewer ship, listener ship and readership of all kinds of media.

Monitoring Feedback: By monitoring consumer feedback, a decision on whether to revise the message, the medium, the target audience or all of them can be made. Ad agencies are developing to reach the target audience. As information is the backbone of all advertising, to prepare ads, one requires information about the product, its competitors, the market situation and trends, information about the audiences (their likes and dislikes and media habits) also need to be collected. Some of the most effective advertising includes advertisement written in their native language. All of these specialized campaigns are creating new demands on agencies and are requiring new talents for people who work in advertising.

In addition, many agencies also offer a variety of allied services. These include:

Merchandising Public relations Organizing exhibitions and fairs Preparing all kinds of publicity material Planning and organizing special events (event management) Direct marketing

Role of Advertising Agency

The major role as advertising agency is to work alongside the clients to develop and sustain the brands that they mutually serve, through consumer understanding and insight and through creative and media delivery skills to provide best advice and the best execution thereof to those clients for the advertising of those brands. Buildings age and become dilapidated. Machines wear out. People die. But what live on are the brands. Brands are much more than mere products and services. Brands, if successful, are clearly differentiated entities with which consumers can and do form a mutually beneficial relationship over time, because of the values rational and emotional, physical and aesthetic that consumers derive from them. The importance can be summed up as follows: A product is something that is made, in a factory: a brand is something that is bought, by a customer. A competitor can copy a product; a brand is unique. A product can be quickly out-dated; a successful brand is timeless. The role of advertising and the advertising agency is to help effect this transformation from product or service to brand by clearly positioning the offering to the consumer its role and its benefits and by communicating the brands own

personality. In short its role is to provide meaningful differentiation via the consumer connection. As one wise head in advertising once said, nothing kills a bad product faster than good advertising. Typically advertising is playing this role, along with other parts of what we call the marketing mix, in highly competitive market places.

Advertising Process
When preparing your search proposal, you should take into account that the lead-in time needed to place an ad can vary anywhere from days to months depending on the publication. You should plan to have your ad approved and an estimate of the cost done at least one month prior to the date when you want the ad to be published. The advertising process for professional staff and faculty positions involves five basic steps: 1. Writing an Ad 2. Getting Approval for the Text of the Ad 3. Estimating the Cost of the Ad 4. Placing Ads & Posting Announcements 5. Paying for Ads

Typical work flow in agency

STAGE WORK PERFORMED AT STAGE

Briefing Stage

Briefing from the client Internal briefing to the creative and media Any research briefing if required Ad campaign and media plan development Internal review and finalization Presentation to client and approvals Any pre-testing if required Budget and estimate approvals Production of film, press ads, collaterals Media Scheduling and media booking All release approvals for creative & media Material dispatch to media Media release monitoring Any post-testing if required Billing and collection

Creation Stage

Production Stage

Post Production Stage

Services offered by ad agency

Total Advertising Services Strategic planning, creative development and media services for advertising, particularly in television, newspapers, magazines and radio; providing the best creative designed to capture the imagination of consumers Marketing Services Provision of a number of advertising related services, including sales promotion, market research, PR and event marketing. E-Solution Services E-solution services, including system integration services, e-business Consulting and customer relationship management (CRM), Search Engine Marketing (SEM) and Search Engine Optimization (SEO) and e-promotions using the Internet And mobile. Content Business

Sales of sponsorship, broadcasting and other rights, and the production and marketing of such media / content as sporting events, films, TV programs, animated content, music and other forms of entertainment. Integrated Media Services Bringing value to both clients and media-related companies by offering a wide range of media solution services. Sales Promotion Providing comprehensive sales promotion planning designed to complement mass media and other activities Event Marketing Assisting clients by providing dynamic vehicles for their messages in the form of on-the-spot interactive communications Integrated Branding Services Assuring clients the highest quality of branding services for their communication Needs.

Organization Structure
The activities within an advertising agency are typically divided into 4 broad groups: account management, the creative department, media buying, and research. These divisions are usually physically separated, although all four areas work closely together to produce an advertising campaign in its entirety. Account managers usually have daily interaction with a counterpart at the client's office and coordinate the activities of the other departments according to the client's wishes. The creative department designs original themes or concepts for ads, while the media department places finished ads within the media in which they will receive the most exposure to a target audience. The research department provides data about consumers to help the agency and the client make informed advertising decisions. Recently added to advertising agencies' roster of services are public relations, direct marketing, and promotional services. Other activities that used to be completed by outside vendors, such as photography and high-tech print work, have been brought in-house in many agencies.

Board of Directors

Managing Director Client service Servicing group Media Research Creative Creative Audio visual Language Studio Productio

Impact of technology on advertising agency

Branches Common software used by ad Account s Legal personnel agency

Most common SOFTWARES used by advertising agency are listed below. Adobe Photoshop QuarkXPress Autodesk Maya Abode Flash Corel DRAW Computer-aided design (CAD) Adobe Premiere Adobe Illustrator

 Adobe After Effects

Adobe Photoshop Adobe Photoshop, or simply Photoshop, is a graphics editor developed and published by Adobe Systems. It is the current market leader for commercial bitmap and image manipulation, and, in addition to Adobe Acrobat, is one of the bestknown pieces of software produced by Adobe Systems. It is considered the industry standard in most jobs related to the use of visual elements. Photoshop is available for Microsoft Windows, Mac OS X, and Mac OS; versions up to Photoshop 9.0 can also be used with other operating systems such as Linux using software such as Crossover Office. Photoshop also has strong ties with other Adobe software for media editing, animation and authoring. Files in Photoshop's native format, .PSD, can be exported to and from Adobe Image Ready, Adobe Illustrator, Adobe Premiere, After Effects and Adobe Encore DVD to make professional standard DVDs, provide non-linear editing and special effects services such as backgrounds, textures and so on for television, film and the Web. QuarkXPress QuarkXPress is a page layout application for Mac OS X and Windows, produced by Quark, Inc.Quark can be seen as one of the founders of Desktop Publishing (beside Adobe Systems and Apple Computer). The first version of QuarkXPress was released in 1987. QuarkXPress early on incorporated an innovative application programming interface called XTensions which allows third-party developers to create custom add- on features to the desktop application. Introduced in 1989, Xtensions, along with Apple Computer's HyperCard, were the first examples of a developer allowing others to create software add-ons for their application.

Beside QuarkXPress, Quark Inc.'s other notable product is "QuarkXPress Passport", which is QuarkXPress with the added ability to use multiple language UI, hyphenation and spell-checking. Although similar to desktop publishing applications for the home and small office market such as Adobe PageMaker, Microsoft Publisher, QuarkXPress is seen as one of only two page layout applications for the professional market, the other being Adobe In Design. Autodesk Maya Maya, used in many films today, is named for the Sanskrit word meaning illusion and is a popular, proprietary integrated 3D software suite, evolved from Alias Power Animator. Maya was developed by Alias. Autodesk acquired Alias in October 2005. It is often used in the film and TV industry, as well as for computer and video games. Maya is a high-end 3D computer graphics and 3D modeling software package, originally by Alias Systems Corporation but now owned by Autodesk under its Media and Entertainment division. Autodesk acquired the software in October 2005 upon purchasing Alias. It is often used in the advertising, film and TV industry, as well as for computer and video games. This was used for numerous films, such as Jurassic Park, The Abyss and Terminator 2: Judgment Day. Maya has also been used to animate popular shows. Maya is used for modeling the character or any product, animation, rendering and scripting. The latest version of Maya, version 8.0, was released in August 2006. Adobe Flash Adobe Flash (formerly y Macromedia Flash and before that Future Splash Animator), or simply Flash, refers to both the Adobe Flash Player and to a multimedia authoring program used to create content for The Adobe Engagement Platform (such as web applications, games and movies). The Flash Player, developed and distributed by Adobe Systems (which bought Macromedia in 2005), is a client application available in most dominant web browsers. It features support for vector and raster graphics, a scripting language called Action Script and bi-directional streaming of audio and video.

Strictly speaking, Adobe Flash is an integrated development environment (IDE) while Flash Player is a virtual machine used to run, or parse, the Flash files, but in contemporary colloquial terms "Flash" can refer to the authoring environment, the player or the application files. Since its introduction in 1996, Flash technology has become a popular method for adding animation and interactivity to web pages; several software products, systems, and devices are able to create or display Flash. Flash is commonly used to create animation, advertisements, various web-page components, to integrate video into web pages, and more recently, to develop rich Internet applications. The Flash files, traditionally called "Flash movies", have a .swf file extension and may be an object of a web page, strictly "played" in a standalone Flash Player, or incorporated into a Projector, a self-executing Flash movie.

CorelDraw CorelDraw is a vector graphics editor developed and marketed by Corel Corporation of Ottawa, Canada. It is also the name of Corel's Graphics Suite. Its latest version, named X3 (actually version 13), was released in January 2006. The current version is X3 (actually version 13), released in January 2006. Its new features include -- Double click Crop tool (the first one able to crop groups of vectors and bitmap images), Smart fill tool, Chamfer/Fillet/Scallop/Emboss tool, Image Adjustment Lab. Trace became integrated inside Draw under the name Power TRACE. CorelDraw differentiates itself from its competitors in a number of ways. The first is its positioning as a graphics suite, rather than just a vector graphics

program. Second, the package consistently includes a large collection of fonts and clip art. The biggest improvement with CorelDraw over other graphic software programs is its ability to edit bitmaps. A full range of editing tools allow the user to adjust contrast, color balance, change the format from RGB to CMYK, add special effects such as Vignettes and special borders to bitmaps. Bitmaps can also be edited more extensively using Corel Photo Paint, opening the bitmap directly from CorelDraw and returning to the program after saving. CorelDraws chief competitor is Adobe Illustrator. Computer-aided design (CAD) CAD is used to design, develop and optimize products, which can be goods used by end consumers or intermediate goods used in other products. CAD is also extensively used in the design of tools and machinery used in the manufacture of components. CAD is also used in the drafting and design of all types of buildings, from small residential types (houses) to the largest commercial and industrial structures (hospitals and factories). CAD is mainly used for detailed engineering of 3D models and/or 2D drawings of physical components, but it is also used throughout the engineering process from conceptual design and layout of products, through strength and dynamic analysis of assemblies to definition of manufacturing methods of components. CAD has become an especially important technology with benefits, such as lower product development costs and a greatly shortened design cycle, because CAD enables designers to layout and develops their work on screen, print it out and save it for future editing, saving a lot of time on their drawings.

BENEFITS OF ADVERTISING AGENCY For small businesses to thrive, especially in a tight economy, it is beneficial to be recognized in the marketplace and to differentiate themselves from the competition. One way to accomplish this is through the use of advertising. An advertising agency can work with a business to develop a campaign that can help create name and brand recognition to potential customers. Developing Campaigns
o

An advertising agency will work with the business to develop a campaign. This can involve everything from coming up with a promotional theme, determining the proper media to use, creating the ads, and even negotiating the prices for purchasing the advertising with the various media. This can be extremely beneficial to the business owner who has little or no advertising knowledge or has only used one type of media.

Creative Expertise

While business owners may be experts in their particular field, they may possess little or no knowledge of what makes an effective, attention-grabbing advertisement. Advertising agencies are staffed with people whose sole job is to come up with innovative ideas that can be completely original, or based on themes that have worked in the past. This can also help the business owner who is not inclined to think creatively.

Market Research
o

Business owners may not be strong in the area of market research. The advertising agency can perform much of the legwork in this area by helping to identify the business's target market as well as their key demographics. Thus, the advertising agency may be better suited to determine what type of advertising would be most effective, as well as to whom the ads should be aimed.

Save Time and Money

o

With many small business owners being pressed for time, it is often not feasible for them to carve the necessary time out of their busy day to create a full-blown advertising campaign, even if they possess the expertise to do so. Also, if they don't know what they are doing, they can end up spending a lot of money on advertising that proves to be ineffective. While hiring an agency can result in an additional expense, this can be offset by the return on the investment resulting from a well-planned and executed campaign.

Branding
o

An advertising agency can be instrumental in helping a business develop a recognized brand. Agency artists can develop logos and other design features that can become of a part of the business's advertising. It can also help with tailoring the brand so the business can meet the unique challenges of marketing the brand on the Internet.

COMPANY PROFILE

VIAS GROUPS: Vias groups has been established in 2009 in Bhopal. This ad agency provides many services to their customer and completing its 4 year successfully in advertising field.

SERVICES: there are various services which are offered by vias groups they are:

Bulk sms: Bulk SMS is the Advertisement of large numbers of SMS for delivery to mobile phone terminals. It is used by media, companies, enterprises, banks (for Bank Exams, marketing, fraud control, Add Promotions, Publicity, Companies Interview, Schools, College). Web hosting: To make your Web site visible to the world, it has to be hosted on a Web server. Web hosting service is a type of Internet hosting service that allows individuals and organizations to make their own website accessible via the World Wide Web. Your website needs to be hosted on a web server in order to make it available on the internet. E mail publicity: SendBlaster is the best e-mail marketing software for managing your mailing list. Discover the free solution or the cost effective one, a pay just one time package to easily manage your email marketing using desktop software. Graphics Designing: Graphic design is a creative process most often involving a client and a designer and usually completed in conjunction with producers of form. A graphic design project may involve the stylization and presentation of existing text and either preexisting imagery or images developed by the graphic designer. Creative Advertisements: Design as a noun informally refers to a plan or convention for the construction of an object or a system. Designing is a very comprehensive and complex terminology. Most of the people take this word very light and they think that design means images, colors, layouts, vectors etc, In this article I am going to elaborate the term designing.Vias Groups Provide Facility With Designing And Printing. Events: Event Marketing is merchandising a business to groups of potential buyers. Most sales systems have a specific target market or a selected company that is pursued to become customer.Event marketing is a special kind of marketing and involves promoting products or services through sponsoring or hosting events like concerts.

Outdoor Advertisements: The outdoor advertisements

some traditional advertising media are in decline, outdoor advertisements is growing your business. It works because it is seen by everyone who go one place to other place. Let us show you what outdoor has to offer you as a great way to connect with your target audience. Thousands of people drive down streets in the Denver metro area every day. These streets are swarmed with consumers for more than 12 hours a day. Imagine the impact on your business if a highly visible message were placed on one of these streets. Imagine the multitudes of people who would see that message if it were placed in direct, effective and efficient way 24 hours a day and seven days a week.

WHY & WHEN TO ADVERTISE Advertising as a tool to marketing not only reaches those who buy , but also those whose opinions or authority is counted for example a manufacturer of marble

tiles and building boards advertises not only to people who intend to build houses but also to architect and engineers. While the manufacturers of pharmaceuticals products advertise to doctors as well as to the general public. At time it is necessary for a manufacturer or a concern to advertise things which it does not sell but which when sold stimulates the sales of its own product. There are concerns like electric heaters, iron etc. because the use of these increases the demand for their products. Advertising should be used only when it promises to bring good result more economically and efficiently as compared to other means of selling. There are goods for which much time and efforts are required in creating a demand by sending salesman to prospective buyers than by simply advertising them. In the early days of the cash register in America it was sold by specially trained salesman who called on the prospective users and had the difficult task of convincing them that they could no longer carry on with the old methods, and that they urgently needed a cash register. In our country certain publishers have found it less costly to sell their books by sending salesman from house to house among prospective buyers than to advertise them. In these two examples the cost of creating demand would be too high if attempted by advertising alone under such circumstances advertising is used to make the salesman acceptable to the people they call upon to increase the confidence of the public in the house. Naturals when there are good profits competitors will be attracted and they should be kicked out as and when sufficient capital is available by advertising on a large scale. Immediate result may not justify the increased expenditure but it will no doubt secure future sales.

OBJECTIVES OF THE STUDY

Following are the objectives of the study:
1.

To know the influence of advertisement in different region. To find out the reasons for liking the advertisement . To find out the customer satisfaction .

2. 3.

Research Methodology
Research is voyage from known to unknown Research is a procedure of logical and systematic application of the fundamentals of science to the general and overall questions of a study and scientific technique which provide precise tools, specific procedure and technical rather than philosophical means for getting and ordering the data prior to their logical analysis and manipulation. Different type of research designs is available depending upon the nature of research project, availability of able manpower and circumstances.

Methodology 1. Research Design: The research design is the blueprint for the fulfillment of objectives and answering questions. It is a master plan specifying the method and procedures for collecting and analyzing needed information. o Descriptive Research is used in this study as the main aim is to describe characteristics of the phenomenon or a situation.

2. Data Collection Methods: includes primary and

The source of data

secondary data sources

Primary Sources: Primary data has been collected directly from sample respondents through questionnaire and with the help of interview. Secondary Sources: Secondary data has been collected from standard textbooks, Newspapers, Magazines & Internet. 3. Research Instrument: Research instrument used for the primary data collection is Questionnaire. 4. Sample Design: Sample design is definite plan determine before any data is actually obtaining for a sample from a given population. The researcher must decide the way of selecting a sample. Samples can be either probability samples or non-probability samples. Sampling Technique:

Sample Size: 50 Respondents. Area of Study: Bhopal

1. Features of agency forced people to use agency services

Features Market research Save time & money Creativity Branding

percentage 15% 45% 20% 20%

INTERPRETATION
The above data and chart is showing that why people choose agency. Agency help business man to determine what type of advertising would be most effective, so 15% people use agency due

to market research. 45% people use agency due to time & money saving. 20% people choose agency due to creativity. Last feature is branding an advertising agency can be instrumental in helping a business develop a recognized brand which forced 20% people to choose agency services .

2. What People mostly prefer in agency service when they want to promote their organization or their material. Services News paper advertisement Outdoor advertisement Bulk sms E mail publicity Event Online advertisement Preference in % 20% 25% 5% 15% 5% 30%

INTERPRETATION
The above data is graphically representing the people preferences while select the services for promoting their products or organization in percentage. According to graph 30%preferred online advertisement

and 5% choose event. On other hand 20% prefers news paper advertisement 25% choose outdoor advertisement 15% goes for email publicity and 5% people choose bulk sms to promote their product.

CUSTOMER SATISFACTION
Are you satisfied with the service that you have received?

Very satisfied Satisfied Somewhat satisfied Not satisfied

50% 30% 15% 5%

INTERPRETATION

This graph and table is showing the customer satisfation with services of agency. 50% customers are satisfied with the services of agency, while 30% are just satisfied, apart from that 15% are some

what satisfied and 5% are not satisfied with services provided by agency.

How would you rate the quality of your service? Excellent Good Average Bad Terrible 30% 40% 25% 5% 0%

INTERPRETATION

This graph is represnting the customer feedback for the quality of services provided by agency. According to the data 30% give the exellent grade 40% customer give good grade and 25% gives average grade while 5% customer gives bad grade for qulaties of services provided by agency.

 Do you agree that the service as per you requirement? Strongly agree Agree Somewhat agree Disagree Strongly disagree 25% 40% 20% 13% 2%

INTERPRETATION

In this graph it is showing that 25% peoples are strongly agreed and 40% peoples are just agreed while 20% peoples are somewhat agreed. On other hand 13% people are disagree while 3% people are strongly disagree that services are as per their requirement.

 To which extent do you feel that the service is as per your

requirement?

Almost all requirement Most of the requirement Some of the requirement None of the requirement

56% 30% 10% 4%

INTERPRETATION

This graph representing the customers who were feel that services of ad agency is as per their requirement. According to graph 56% customers feels that the services are almost as per their requirement, while 30% customers said that most of the requirements. 10% customers said some of the requirement while 4% are said none of the services is as per their requirement.

 In future, would you like to avail similar service from us?

Yes May be No

65% 33% 2%

INTERPRETATION

This data table and graph representing the customers who are interested in availing the similar services from us again and according to graph 65% customers are interested, 33% customers are not sure about their views while 2% customers are not interested in availing similar services from our agency.

 Would you recommend our service to anyone else? Yes May be No 70% 25% 5%

INTERPRETATION This graph is representing how much customers going to recommend our services to anyone else. According to graph 70 % customers surely going to recommend our services to other and some customers are not sure about recommending our services to other. And 5 % customers are not interested in recommended our services to anyone else.

FINDINGS
After going through all the project and the collected data, I found that: 84% of the respondents said that they are satisfied by the work of agency. 60% of the respondents said that they preferred online advertising Some 32% of the respondents said that they preferred print media Majority of respondents are of the view that advertisement is very necessary for the sales of product. Majority of respondents sees the advertisement of the cold drink they like most. Majority of the respondents said that they will recommend our services to others and like to avail similar services from us. 70% of respondents like ad agency because it save time & money.

SUGGESTIONS
We reached some suggestions: Advertisement should not be too expensive, because the advertisement leads and increase the prize of the product. Media should be selected according to the choice of customers. In rural areas media should be according to the choice of the people.

To give more attention in making the advertisement more effective for the sale of product. Price should be decreased so as to attract the consumers to use product more. To give attention on the weak media of advertisement so that the consumers comes to know about the product. It should be attractive one so that people are attracted toward the advertisement.

LIMITATIONS
The project relied mainly on the primary data. Consumer gives very unclear picture. We have a limited time. The study is based on limited sample.

It begin my first attempt to undertake such a study, thus the inexperience is also a obstacle to accomplish the project in a proper way.
It was also difficult to get proper information from the people because they were indulging in some other activities.

BIBLOGRAPHY
VIAS GROUPS.COM GOOGLE YAHOO

QUESTIONNAIRE

Name:

Adress:

Phone:

Email:

What is the product you want to sell?

What is its purpose and use? Kindly describe the same.

How is it better than the similar ones already present in the market?

Who are your target consumers?

 Which avenues of communication would you choose to market your product?

Are you willing to distribute free samples of your product with endorsement?

Are you willing to host or sponsor events, shows, concerts or television programs to promote your product?

What is the present market revenue generated by other products in the same category? What market share are you targeting to achieve with your product?

Please mention the regions where you wish to distribute your products?

CLIENT SATISFATION QUESTIONNAIRE

Name of the client: ______________

Address: ______________________

Contact number: _______________

Email id: ____________

Are you satisfied with the service that you have received? a) Very satisfied b) Satisfied

c) Somewhat satisfied d) Not satisfied at all How would you rate the quality of your service? a) Excellent b) Good c) Average d) Bad e) Terrible

Do you agree that the service as per you requirement? a) Strongly agree b) Agree c) Somewhat agree d) Disagree e) Strongly disagree To which extent do you feel that the service is as per your requirement? a) Almost all the requirements b) Most of the requirements c) Some of the requirements d) None of the requirements

 What do you feel are the strong points of the service? ___________________________ What do you feel are the back draws of the service? ___________________ Would you like to suggest any changes or points for improvement? _____________________

In future, would you like to avail similar service from us? a) Yes b) Maybe c) No Would you recommend our service to anyone else? a) Yes b) Maybe c) No