ADVERTISING

AGENCY
SUBJECT: SPECIAL STUDIES IN MARKETING

A PROJECT REPORT
ON

Advertising Agency
Submitted by

(01)
(03)
Tazeen Ahmed (04)
Adil Ansari (05)
Basmah Ansari (07)
In SPECIAL STUDIES IN MARKETING
Of

BACHELOR OF BUSINESS MANAGEMENT STUDIES

(Third Year)

RIZVI COLLEGE OF MANAGEMENT STUDIES, BANDRA

MUMBAI UNIVERSITY

AUGUST 2013

MUMBAI UNIVERSITY
BONAFIDE CERTIFICATE
Certified that this project report ADVERTISING AGENCY is the bonafide work of
NAME OF THE CANDIDATE(S) are below:

NAME

Tazeen Ahmed
Adil Ansari
Basmah Ansari

ROLL NO.
01

SIGNATURE
_______________________

02

_______________________

04
05
07

_______________________
_______________________
_______________________

Who carried out the project work under my supervision.

________
_________________
SIGNATURE
(Prof. SAMEER CHARANIA)

ACKNOWLEDGEMENT
Through this acknowledgement, we express our sincere gratitude towards all those
people who have helped us in the preparation of this project, which has been learning
experience.
We would like to thanks the Co-ordinator , the faculty , the librarian and the
administrative staff of Department of Bachelor of Business Management Studies,
Rizvi College Of Management Studies Mumbai University, for their support.
Finally, We express our sincere thanks to Proff. SAMEER CHARANIA who guided
us through out the project and gave us Valuable suggestion and encouragement.

TABLE OF CONTENTS
Sr. No.
1

Particulars
INTRODUCTION TO ADVERISING

ORGANISATION STRUCTURE OF AN ADVERTISING

AGENCY

FUNCTIONS OF VARIOUS DEPARTMENTS

COMPENSATION METHODS

TYPES OF ADVERTISING

MARKETING STRATEGIES

STUDY WITH REFERENCE TO "ADVERTISING

AGENCY"
a) Log 5 Communications
b)
LOG 5 COMMUNICATIONS
a) INTRODUCTION
b) ORGANISATIONAL STRUCTURE
c) FUNCTIONS OF DEPARTMENTS
d) COMPENSATION METHOD
e) TYPES OF ADVERTISING
f) CLIENT-AGENCY RELATIONSHIP
g) MARKETNG STRATEGY
h) ELABORATION OF AD

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a) INTRODUCTION
b) ORGANISATIONAL STRUCTURE
c) FUNCTIONS OF DEPARTMENTS
d) COMPENSATION METHOD
e) TYPES OF ADVERTISING
f) CLIENT-AGENCY RELATIONSHIP
g) MARKETNG STRATEGY
h) ELABORATION OF AD
CONCLUSION

11

BIBLOGRAPHY

Page no.

INTRODUCTION TO ADVERISING
Advertising or advertizing is a form of communication for marketing and used to encourage,
persuade, or manipulate an audience (viewers, readers or listeners; sometimes a specific group) to
continue or take some new action. Most commonly, the desired result is to drive consumer behavior
with respect to a commercial offering, although political and ideological advertising is also common.
This type of work belongs to a category called affective labor.
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 traditional media; including mass media such as
newspaper, magazines, television commercial, radio advertisement, outdoor advertising or direct
mail; or new media such as blogs, websites or text messages.Advertising is paid communication
through a non-personal medium in which the sponsor is identified and the message is controlled.
Modern advertising was created with the innovative techniques introduced with tobacco advertising
in the 1920s, most significantly with the campaigns of Edward Bernays, which is often considered
the founder of modern, Madison Avenue advertising. In 2010, spending on advertising was estimated
at $142.5 billion in the United States and $467 billion worldwide.

ADVERTISING AGENCY
An advertising agency or ad agency is a service business dedicated to creating, planning and
handling advertising (and sometimes other forms of promotion) for its clients. It 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.
An ad agency has writers, artists, media experts, researchers, television producers, account
executive, etc. these specialists work together to understand fully the advertisers requirements and
develop suitable advertising plans and strategies.
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.
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.

ORGANISATION STRUCTURE OF AN ADVERTISING AGENCY

The activities within an advertising agency are typically divided into 4 broad groups: account
management, the creative department, media buying, and research.
i) Account Management : Works closely with the client to map out their communications needs and
define the role the agency can play in helping meet their business objectives. Engages agency
resources as appropriate and ensures all the work done for the client is suitable for their business and
that projects run smoothly. On a day-to-day basis, this means creating agency teams to work on
specific projects, communicating the agency opinion in formal points of view, presenting work, and
setting timelines and budgets. There are a number of levels within the account management group.
ii) Creative/ Services Advertising can take many forms (TV commercials, radio spots, print ads, and
outdoor billboards to name a few), but collectively they are referred to as the creative.
Development of the creative is typically done in teams of two. A Copywriter (words) and an Art
Director (visuals) work together to create rough versions of the ads including: TV storyboards, print
layouts, and radio scripts. Creative teams can work successfully together for years -- often hired,
fired and promoted together. The Creative Director , who approves all the work before it is shared
with the client, has a tremendous influence on all the work an agency develops, ensuring that the
work is unique and appealing while strategically on target. Once an idea for a radio or TV ad is
ready to be brought to life, a Producer joins the team. The producer coordinates with the outside
resources necessary to produce finished ads. He estimates the cost to produce the ads, writes
contracts, and coordinates the production from start to finish. The Traffic Manager performs a
similar function for print ads, estimating costs and coordinating these jobs from start to finish. In
addition, the Traffic Manager is also responsible for getting all ad materials where they need to go.
iii) Media Planning and Buying Typically, the largest portion of a marketers budget goes towards
buying media. This places a huge responsibility on the media planning and buying department.
Media Planners determine what combination of TV, Radio, Magazines, etc., would reach as many
target consumers as possible at the lowest cost. The result of their research and analysis is the Media
Plan, a calendar of scheduled advertising The measurements they use include: Reach: what
percentage of the target audience will be exposed to the ad Frequency: how many times the average
consumer in the target audience will be exposed to the ad Effective Reach: also referred to as 3+
reach, quantifies the percentage of the target audience that will be exposed to the ad more than three
times Media Buyers take the media plan recommended by the planners and negotiate its purchase as
inexpensively as possible.
iv) Research and Account Planning Advertising agencies began actively doing research in the 1920s.
This research was focused on answering specific business questions about products and consumer
preference. Research was typically not an integral part of the creative development process until the
introduction of Account Planning. Account Planning began in England during the 1960s. It focuses
on consumer attitudes and branding for the goal of creating a unique identity for the clients brand
which is distinct from the competition and compelling to the target consumer. Research centers
around focus groups where small groups of consumers tell agencies a lot more about what
consumers think and feel than a nationwide survey. Account Planners use this information to weave
facts together into compelling stories. These stories can form the basis of a brand positioning, a
unique product benefit or perhaps even a commercial storyline. Many agencies have created unique
planning processes. For example, J Walter Thompson relies on TTB (Thompson Total Branding),
McCann has the Brand Footprint, and Bates offers the Brand Wheel.
7

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.

FUNCTIONS OF VARIOUS DEPARTMENTS

1. Contact Department. Creation, sustaining an extension are the three basic functions of the
department. It gets new business and tires to continue the existing business. Accounts Executive of
the departments is the key man who acts as a liaison between the agency on the one hand and the
clients on the other.
2. Media Department. After making the advertisement plan, the agency selects the best possible
medium. It is choosing the channels o communication trough which to distribute the advertising. The
media analyst and estimators decide the approximate kind and number of potential customers and
then to choose the media that get the message to them.
3. Copy Department. The copy director coordinates the work of writing the copy with the
assistance of copy chief and copy writer. The advertisement copy is the heart of advertising
programme as it contains the message. Copy writing requires imagination, flair and fluency in the
language and then to choose the media that copy is the outcome of his interest, mood and ability.
4. Art and Visualization Department. The art director heads this department. He is assisted by
artists, lay-out men and visualizers. Art director gets prepared visuals and lay-outs for press
advertisements, posters, calenders, printed bulletins, car cards and other out door pieces. Some
agencies hire the outside artiste. There should be close cooperation between the department of art
and copy as they supplement the work of each other.
5. Production Department. When a copy is ready the agency proceeds to its mechanical
production, agencies generally use out side units for these production services. The production
manager as to move to the typographers or type setters to have copy set in type, later to the
photoengraver for the illustrations. Finally he moves to the electro-typer for electro-types mats or
other duplicate material in such qualities as needed.
6. Finance Department. The accountants are responsible to maintain accounts, billing and
collecting the dues from the customers. The checking section verifies the production and publicity of
each individual case, may be press medium or outdoor or radio or television or cinema etc. The aim
is to see that such publicity is really helping the advertiser. It is interested in realizing the goals of
publishing whether the advertisement is to day or after a coupe of days or a week or a month.
7. Research Department. This section of the advertising agency is engaged in the study of h effects
of sales activities at the end of the point f distribution of a particular product. Sometimes outside
research organisations are employed to carry on such research as they are more economical and
reliable. The Research director takes the assistance of analyst, investigators, marketing assistants
clerks and librarians. All these persons are trained in research work and are in a position to evaluate
the information relating to the product.
8. public Relations Department. The birth, growth and survival of an advertising agency depend
very much on the public opinions, support and feelings it sis public opinion that decides the destiny
of the enterprises. The department establishes an maintains mutual understanding between the
organisation an the public. Public relations approach is the product of publicists an advertising men.
The department is headed by the Public relations Director who a to struggle hard to have always
high opinion about the firm. Once the image is lost the whole business comes to a standstill.
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COMPENSATION METHODS
Agencies may be compensated in a variety of ways including:
A. Commissions from Mediathe agency is compensated based on the time or space it purchases
for its client. The commission is typically 15% (16 2/3% for outdoor), and sometimes has been
negotiated downward. The commission system has been the target of criticism for a number of years
as critics argue that it ties agency compensation to media costs and encourages agencies to rely too
much on expensive, commissionable media such as network television and avoid non
commissionable media. Many advertisers have moved to a negotiated commission system that takes
the form of reduced percentage rates, variable commission rates and minimum and maximum
compensation rates. A recent survey by the Association of National Advertisers found that less than
10 percent of clients pay their agencies a 15% commission. However, most clients do use the 15%
commission as a benchmark to evaluate their current agency compensation agreement.
B. Fee, Cost and Incentive-based Systemsin situations where billings are low, and/or the client
does not wish to pay a direct commission, an agreement may be reached in which the agency is
compensated in the way of a fee, cost-plus or incentive-based compensation system.
1. Fee arrangements are of two types: a fixed-fee method where the agency charges a basic monthly
fee for all of its services and credits to the client any media commissions earned. Under a feecommission combination the media commissions received by the agency are credited against the fee.
If commissions are less than the agreed-on fee, client must make up the difference.
2. Cost-plus agreementunder this compensation method the client agrees to pay the agency a
fee based on costs of its work plus some agreed-on profit margin. This system requires the agency to
keep detailed records of costs incurred in working on a clients account.
3. Incentive-based compensationwhile there are many variations on this system, the basic idea is
that the agencys compensation level will depend upon how well it meets predetermined
performance goals for its clients such as sales or market share. Incentive-based compensation.
Incentive based compensation systems are becoming more prevalent as marketers are seek to make
their agencies more accountable and reduce costs.
C. Percentage Chargeswhen agencies purchase services from other outside agencies they typically
add a percentage in the form of a markup charge as their compensation. These markups usually
range from 17.65 to 20 percent.

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TYPES OF ADVERTISING
Advertising is the promotion of a companys products and services carried out primarily to drive
sales of the products and services but also to build a brand identity and communicate changes or new
product /services to the customers. Advertising has become an essential element of the corporate
world and hence the companies allot a considerable amount of revenues as their advertising budget.
There are several reasons for advertising some of which are as follows:
Increasing the sales of the product/service
Creating and maintaining a brand identity or brand image.
Communicating a change in the existing product line.
Introduction of a new product or service.
Increasing the buzz-value of the brand or the company.
Thus, several reasons for advertising and similarly there exist various media which can be
effectively used for advertising. Based on these criteria there can be several branches of advertising.
Mentioned below are the various categories or types of advertising:
i) Print Advertising Newspapers, Magazines, Brochures, Fliers
The print media have always been a popular advertising medium. Advertising products via
newspapers or magazines is a common practice. In addition to this, the print media also offers
options like promotional brochures and fliers for advertising purposes. Often the newspapers and the
magazines sell the advertising space according to the area occupied by the advertisement, the
position of the advertisement (front page/middle page), as well as the readership of the publications.
For instance an advertisement in a relatively new and less popular newspaper would cost far less
than placing an advertisement in a popular newspaper with a high readership. The price of print ads
also depend on the supplement in which they appear, for example an advertisement in the glossy
supplement costs way higher than that in the newspaper supplement which uses a mediocre quality
paper.
ii) Outdoor Advertising Billboards, Kiosks, Tradeshows and Events
Outdoor advertising is also a very popular form of advertising, which makes use of several tools and
techniques to attract the customers outdoors. The most common examples of outdoor advertising are
billboards, kiosks, and also several events and tradeshows organized by the company. The billboard
advertising is very popular however has to be really terse and catchy in order to grab the attention of
the passers by. The kiosks not only provide an easy outlet for the company products but also make
for an effective advertising tool to promote the companys products. Organizing several events or
sponsoring them makes for an excellent advertising opportunity. The company can organize trade
fairs, or even exhibitions for advertising their products. If not this, the company can organize several
events that are closely associated with their field. For instance a company that manufactures sports
utilities can sponsor a sports tournament to advertise its products.
iii) Broadcast advertising Television, Radio and the Internet
Broadcast advertising is a very popular advertising medium that constitutes of several branches like
television, radio or the Internet. Television advertisements have been very popular ever since they
have been introduced. The cost of television advertising often depends on the duration of the
advertisement, the time of broadcast (prime time/peak time), and of course the popularity of the
television channel on which the advertisement is going to be broadcasted. The radio might have lost

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its charm owing to the new age media however the radio remains to be the choice of small-scale
advertisers. The radio jingles have been very popular advertising media and have a large impact on
the audience, which is evident in the fact that many people still remember and enjoy the popular
radio jingles.
iv) Covert Advertising Advertising in Movies
Covert advertising is a unique kind of advertising in which a product or a particular brand is
incorporated in some entertainment and media channels like movies, television shows or even
sports. There is no commercial in the entertainment but the brand or the product is subtly( or
sometimes evidently) showcased in the entertainment show. Some of the famous examples for this
sort of advertising have to be the appearance of brand Nokia which is displayed on Tom Cruises
phone in the movie Minority Report, or the use of Cadillac cars in the movie Matrix Reloaded.
v) Surrogate Advertising Advertising Indirectly
Surrogate advertising is prominently seen in cases where advertising a particular product is banned
by law. Advertisement for products like cigarettes or alcohol which are injurious to heath are
prohibited by law in several countries and hence these companies have to come up with several other
products that might have the same brand name and indirectly remind people of the cigarettes or beer
bottles of the same brand. Common examples include Fosters and Kingfisher beer brands, which are
often seen to promote their brand with the help of surrogate advertising.
vi) Public Service Advertising Advertising for Social Causes
Public service advertising is a technique that makes use of advertising as an effective
communication medium to convey socially relevant messaged about important matters and social
welfare causes like AIDS, energy conservation, political integrity, deforestation, illiteracy, poverty
and so on .Oglivy once said, "Advertising justifies its existence when used in the public interest - it is
much too powerful a tool to use solely for commercial purposes.". Today public service advertising
has been increasingly used in a non-commercial fashion in several countries across the world in
order to promote various social causes. Priyanka Chopra is riding high these days with back-to-back
successes and endorsements and inaugurations and everything else under the sun.
However, the actress makes it a point to keep her feet grounded and do her bit for the society. She
participated in SAVE CHILDREN campaign.
vii) Celebrity Advertising
Although the audience is getting smarter and smarter and the modern day consumer getting immune
to the exaggerated claims made in a majority of advertisements, there exist a section of advertisers
that still bank upon celebrities and their popularity for advertising their products. Using celebrities
for advertising involves signing up celebrities for advertising campaigns, which consist of all sorts
of advertising including, television ads or even print advertisements.

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MARKETING STRATEGIES

Client Testimonials Tried and true, the client story of success is often one of the first
things that catches the eye when looking at potential vendors. Common mistakes include
testimonials that are too enthusiastic or those that are benign but packed as if theyre
something special. Most importantly, testimonials should reflect issues of interest to the
target audience.

Case Studies With more complex situations, companies want to drill down into specifics
of how a company does what it does. The changing nature of the search marketing industry
means a continuous set of problem/solution exercises. Case studies present a picture of a
companys breadth and depth of ability to solve a variety of issues.

Industry Awards Getting recognized by a respected third party can mean a quick trip to
the credibility club. However, such awards are only as meaningful as the credibility of the
entities giving them out. Outside of OMMA, ad:tech and MIXX, search marketing has not
had much in the way of industry awards compared to other industries like public relations.
However, the Direct Marketing Association is launching a search marketing category in this
years DMA07 ECHO Awards.

Being Quoted by the Press, Blogs Being cited as an authority on a particular topic in a
high profile publication can transform an agencys reputation and credibility overnight.
Getting profiled with a photo on the cover of a regional print publication had amazing effects
for TopRank but not nearly as much as getting mentioned in a very favorable light in The
Economist or mentions on blogs such as Search Engine Watch, Search Engine Land and the
Yahoo Search and Search Marketing blogs.

Rock Star Employees & Thought Leaders Because of conferences, blogs, forums and the
love/hate relationship mainstream media has with the search marketing industry, certain
people have become well known as subject matter experts and pundits. Having one or more
of these rock stars on staff can give the indication that the agency has a competitive
advantage. How many agencies would jump at the chance to have someone like Danny
Sullivan as an employee?

Speaking Gigs Baring it all in front of an audience so to speak, can go both ways. If the
speaker knows their subject matter and can entertain as well, speaking at conferences,
regional events and at Universities can be very productive. However, if the speaker does not
prepare, present well or know their stuff things can go badly.

Web Sites Design & Functionality A web site still says a lot about a company and were
as guilty as many, perhaps more so, for not updating our company web site in a very long
time. TopRank is in a unique situation in that despite the sorry state of our web site, we
receive 3-5 inquiries per day anyway. If that was not the case, our web site would have been
updated several year ago. In a way, our blog has become our company web site but we do
realize the power that a properly designed and informative web site can have at fostering a
sense of authority and credibility. Finishing touches are in progress and a new site will be
launched soon.

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Editorial Contributions to Industry Publications Contributing articles to prominent

online or print publications gives companies an opportunity to show their unique problem
solving abilities and expertise. By association with the publication, the agency also gets a
boost in the credibility department.

Advertising One way of buying your reputation is to advertise in all the places your
target audience looks for credible information. This takes a crack creative team and a very
healthy budget.

Conference Sponsorships Primary sponsorships of the Platinum, Gold and Silver sort at
prominent industry conferences can put companies front and center of the most desirable
audience: Companies looking for more information on the industry and vendor sourcing.
This also takes a healthy budget and as such, gives the impression that the sponsoring
agencies are also very healthy. Media sponsorships are another avenue for promotion with
most going to prominent print publications and some online pubs. Rarely if ever, is an
agency allowed to be a media sponsor unless their blog or newsletter is highly visible and
relevant.

Frontline Staff - Answering the phone, speaking to prospects in meetings, networking online
and offline, front line staff behavior can have leave a big impression (good or bad) on
potential clients.

Existance or Lack Thereof, of Embarrasing Employee or Executive Photos/Videos

Online If youve been to industry conferences, especially search marketing or blogging
related events, then you know that attendees are packing. Packing cameras that is. Why
some companies actually promote irreverent behavior of employees, I dont really know. In
fact, some agencies might even take seemingly blase photos and make them seem somewhat
irreverent in the name of humor. Without context, such images can be as damaging to a
brand as if they were true.

Client List You are who you associate with. Big brand clients brings a whole other set of
challenges and opportunities. But seeing those big names often gives lesser known brand
prospects a certain kind of warm fuzzy feeling, If this agency made it through the vendor
sourcing process with a Fortune 50 company, then theyre probably of the right caliber for
my $500m company.

Competitors List Same as item above. When lists of the top agencies are published,
lesser known search marketing agencies listed along with other top firms successfully
deploying the tactics on the list gain credibility by association.

Search Engine Visibility on Competitive Industry Terms I cant tell you how many
times companies have said, We found you on Google by searching for (insert industry term
here) and we figured if you can do it for yourself, you can probably do it for us. I know, I
know. Theres so much wrong with that kind of ranking logic these days, but its a fact of life
in the search biz. Search engine visibility is a form of public relations and showing up for
relevant, broad terms (as well as your niche specialties) makes your brand name (if your Title
tags are written properly) associated with those terms.

14

Brand Message, Identity, Logo Theres a lot that goes into creating a brand. I like the
definition: A brand is a promise kept. Each interaction between a prospective company and
something that communicates information about the agency is an opportunity to make a
brand promise. Repeat interactions provide the opportunity to keep that promise. Thoughtful
messaging and a well designed logo also convey important messages that evoke feelings
which can either build or detract from credibility.

Press Releases Sending out non-news press releases, We just moved to a new building
or We launched a new web site design, is worse than not sending any press releases at all.
But sending out press releases to wire services and directly to cultivated lists of relevant
industry publications sends signals of your credibility. And with clever pitching, they might
even get you some press coverage.

Social Media Footprint Forums, Social Networks, Images, Videos, Podcasts The
boon in social networks usage by members of the search marketing community gives
abundant opportunity to see another side of an online marketing agency. Forums can be very
useful to find helpful and knowledgeable staff that work for good agencies. Promoting
unique knowledge through social media formats and networks can give important indications
of an agencys expertise in formats that can match the information consumption preferences
of a variety of potential clients.

Research Published In the same way that faculty at Universities gain prominence and
reputation by publishing research in professional journals, companies that have the insight
and resources to conduct real research and publish their findings create very strong signals of
credibility. It is not only the execution of such research that makes it an effective signal
though. The intelligent promotion of these learnings is as much or more important.

Industry Association Involvement Investing in the future of the overall industry through
association involvement can give the impression that a company has a higher level
commitment than those that are not involved. Being involved with setting industry standards,
guidelines and even training programs can set an agency apart and give an indication of their
expertise.

CEO, Executive and/or Company Blog Blogs can be exceptionally effective at imparting
a companys genuine philosophy and corporate personality. Company web sites tend to be
dry and careful or conversely, full of hype. A well written and promoted blog can do
absolutely amazing things for an agencys reputation in an industry. Online Marketing Blog
is a good example of that.

The Agencys Offices While many internet marketing agencies operate virtually, most
maintain physical offices. Depending on the manner in which the agency pitches potential
clients, those offices can give an impression of the agencys style, personality and health.

Word on the Street, Buzz, Word of Mouth First and foremost, doing good work is the
cornerstone of building positive word of mouth. At the same time, successfully engaging the
tactics on this list will build positive buzz, but the longevity of that buzz is only sustainable if
the agency has something significant in its ability to deliver results, to back it up. There is
such a thing as over-marketing and people are smart enough to realize that one company
cant do everything. Making it easy for clients to pass on the good news or making sure
15

testimonials are properly promoted can extend a companys reach with nominal marketing
investment.

Being Included on Industry Lists of Top Agencies No matter how you slice and dice
it, getting included on a list sends a signal. Lists are inherently controversial because getting
included means others are excluded. If you know how to create and promote the right
signals, like doing great work for clients and letting the world know about it, getting on the
kinds of lists that build credibility is pretty straightforward. Leaving it to chance and
expecting inclusion based purely on merit is flat out naive.

16

STUDY WITH REFERENCE TO "ADVERTISING AGENCY"

a) Log 5 Communications

b)

17

LOG 5 COMMUNICATIONS
a) INTRODUCTION
Log 5 Communications is a full-service Advertising Agency with its office in Mumbai The
Agency is going through a phase of extraordinary growth and new business acquisitions. A
hard-driving organization, the Agency offers great opportunities for exceptional advertising
professionals to partner the Agency's growth. Excellent work environment and handsome
compensation standards. Being a medium whose primary objective is to reach out to humans,
it is only natural for advertising to ensure that what goes around, stays around. Being fervent
worshippers of creativity, monotony is a death knell for us at Log5 Communications. We are
a versatile and dynamic advertising agency operating in a nation-wide marketplace, offering
360 communication solutions.
Where about:
Contact Address: 303 Saurabh Co. Op Society, Above Andhra Bank, Chakala, Andheri
Kurla Road, Andheri(E), Mumbai 400093
Phone / Fax: 42665556/7/8/9/9833247020

b) ORGANISATIONAL STRUCTURE

18

c) FUNCTIONS OF DEPARTMENTS
DIRECTOR: He looks after the organisation as a whole n helps his employees n encourages
them n motivates them as and when it is required
CREATIVE HEAD: He is the idea processor in the advertising agency and he's also the
spirit eternal flame of the agency studio. he supposed to be abnormal person to lead abnormal
team of a successful advertising agency, however he can save a lot of money by making the
impact with the creative work, more than the material, quantity or even the size sometimes,
even the campaign booking would be less if the idea makes this impact which makes people
move it themselves from person to another as a word of mouth, and this is the best marketing
and advertising ever.
COPY HEAD: A copy head is a person who leads the copy writers.A copywriter is a person
who writes text, or copy, for clients. Most copywriters work in advertising or marketing,
producing copy that's intended to persuade a reader to buy a product or service or otherwise
take action. Copywriting involves providing words, which are read or heard in
advertisements. This may include slogans or jingles or detailed text for catalogues,
brochures, leaflets and journals. Copywriting also takes the form of script for television and
film commercial advertisement.
CLIENT SERVICING: No advertising campaign goes from storyboard to sales driver by
itself. The client services manager is the ad agency executive who guides the campaignbuilding process. From client communications and work flow to budgets and billing, client
services managers have many responsibilities. Most client services managers start their
careers as entry-level assistant account executives, learning the ropes with a shorter list of
responsibilities on a limited number of accounts
SR. VISUALIZERS/VISUALIZERS: Sr.Visualizer/ visualizers is a position designed by
Advertising agencies to assist Art directors, in producing quick & good quality artworks, for
presentation (to please the clients). The salary of a Visualizer is very low, usually an average
salary of a Visualizer is less than half, or sometimes quarter, of the salary of an Art Director.
Visualizer is a special name used in advertising agencies in non-native English speaking
countries, Malaysia, Singapore and others.
GRAPHIC DESIGNERS: Graphic designer involvement may range from verbally
communicated ideas, to visual rough drafts, to final production. In commercial art, client
edits, technical preparation and mass production are usually required, but usually not
considered to be within the scope of graphic design unless the client is also a graphic
designer.

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d) COMPENSATION METHOD
Mostly compensation method they use is a fee agreement in which the agency is
compensated in the way of a fee based compensation system.
In fee arrangements a fixed-fee method is used where the agency charges a basic monthly
fee for all of its services and credits to the client any media commissions earned.
They also give discounts t old clients. Sometime they use other methods for compensation as
in according to the type of client they are dealing with. As Log5 is a medium sized
organisation it is not too expensive but they give their clients value for money.

e) TYPES OF ADVERTISING
Log5 communications is mainly into print media.

f) CLIENT-AGENCY RELATIONSHIP
Client- Agency relationship is as good as possible. They try to help their client in every
possible way.

g) MARKETNG STRATEGY
Log5 communication markets itself in three different ways :
a) Online marketing
b)Word of mouth
c)Quoted by blogs and press

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h) ELABORATION OF AD
Art Group is a company that manufactures artificial
diamonds and beads. Art Group is one of the old
client of Log5 communications.
Meaning , Message and Logic behind this ad is that
the artificial diamonds manufactured in Art Group are
so fine and so beautiful that the sparrow rather going
to a natural flower for nectar it is attracted to the
artificial one which is made up of finest artificial
diamonds. Thoughtful messaging and a well designed
ad convey important messages that evoke feelings
which can either build or detract from credibility.

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a) INTRODUCTION
b) ORGANISATIONAL STRUCTURE
c) FUNCTIONS OF DEPARTMENTS
d) COMPENSATION METHOD
e) TYPES OF ADVERTISING
f) CLIENT-AGENCY RELATIONSHIP
g) MARKETNG STRATEGY
h) ELABORATION OF AD

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CONCLUSION
In todays world which is fast moving & dynamic, peoples wants, need and desires are changing;
its very important to know them and give them what they want. This is the main objective of
advertising where ad agency plays major role in market research, making of creative, launching it in
the market, taking the feedback of consumer and making any product famous and acceptable among
consumers. Ad agencies are playing an important role in shaping present and future of not just
selected brand but of entire company. There is no one -- sure-fire -- best way to advertise your
product or service. It is important to explore the various advertising media and select those which
will most effectively convey your message to your customers in a cost-efficient manner. Always
remember, advertising is an investment in the future of your business.

BIBLOGRAPHY
1.
2.
3.
4.
5.
6.
7.

http://log5communications.com/web/
http://smallbusiness.chron.com/role-client-service-managers-advertising-agency-41524.html
http://www.artgroupindia.com/
http://www.jobswitch.in/job_details.html?cid=1149_Log-5-Communications-Pvt.-Ltd.
http://en.wikipedia.org/wiki
http://www.rainsbirchardmarketing.com/blog/agency

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