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ACKNOWLEDGEMENT
I would like to take this opportunity to thank University Of Mumbai for having projects as a part of the B.M.S. Many people have influenced the shape and content of project and many supported me through it. My successful completion of this project involved more than just my desire to learn the value of completing the project. I would personally like to thank and express my sincere gratitude to Prof. SAMEER CHARANIA for assigning us a project on Special studies in marketing which is interesting and exhaustive subject. Without his help the project seemed difficult to complete.

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Certificate
I Mr. Sameer charania hereby certify that students studying in .. Class: T.Y BMS Div: A Roll no. Name Signature 03 Nadeem Ansari _________ 20 Abid Khan _________ 68 Rehan Chhipa _________ 76 Moinuddin Rangari _________ 92 Shadab Chaudhary _________ Academic year 2011-2012 at Rizvi College of Arts, Science & Commerce has completed project entitled on SPECIAL STUDIES IN MARKETING: Under our guidance. To the best of my knowledge information submitted in the project is original and authentic. Signature: Signature:

(Project co-coordinator)

(BMS co-coordinator)

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Declaration
We are the students of class: T.Y BMS Div: A Roll no. Name Signature 03 Nadeem Ansari ________ 20 Abid Khan ________ 68 Rehan Chhipa ________ 76 Moinuddin Rangari ________ 92 Shadab Chaudhary ________ Academic year 2011-2012 studying at Rizvi College of Arts, Science & Commerce. Hereby declare that the work done on the project entitled Special studies in marketing is true and original and any reference used in the project is duly acknowledged.

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Introduction of advertising:
In today's highly competitive world you need to find a way to make sure that your company is noticed and your message is delivered. And, just as it has been throughout history, most of today's companies turn to the tried and true method of advertising. The reason is simple advertising, if done right, works. But doing it right means having your ad stand out, having your company name remembered, reaching your target audience, and the list goes on. Choosing the right advertising type, developing powerful ad copy and design, determining effective ad placement, and spending your advertising budget wisely, are just a few of the elements that can make all the difference.

Meaning of advertising:
Advertising is a form of communication used to persuade an audience (viewers, readers or listeners) to take some action with respect to products, ideas, or services. Most commonly, the desired result is to drive consumer behavior with respect to a commercial offering, although political and ideological advertising is also common. 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 websites and text messages. Modern advertising developed with the rise of mass production in the late 19th and early 20th centuries.

Definition of advertising:
One definition of advertising is: "Advertising is the non-personal communication of information usually paid for and usually persuasive in nature about products, services or ideas by identified sponsors through the various media."

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Evolution and features of advertising agency:

The advertising agency originated in the USA. It was B. Palmer who started the first advertising agency in Philadelphia in 1841. By 1849 he had established offices in the cities of New York, Boston and Baltimore. He seems to have been the only agent for advertising space until 1948. He was the agent of newspapers. He sold space for advertising to advertisers at 25% of coat. He made no effort to help advertisers in preparing copy. He helped them in media selection, which is one of the functions of an advertising agency. The first agency that performed the creative work of preparing an advertising copy was Lord and Thomas. They had two creative copywriters named John E. Kennedy and Hopkins. The advertising has some feature they include: 1. The advertising agency is a specialized professional service agency that provides specialized services in the field of advertising; 2. It renders many services to its clients against the commission charged; 3. It provides good services to its clients with a group of experts; 4. It is less expensive and provides a package of advisory and creative services; 5. It is a link between its clients and media persons; 6. It is a service organization, which charges fees for its services.

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Mudra Group:
The Mudra Group, Indias leading integrated marketing communications group, offers a customized and collaborative approach which helps clients build enduring and profitable brands. We utilize our deep understanding of consumers, brands and media to deliver Inventive Brand Solutions through our four agency networks Mudra India (Branding & Communication ) DDB Mudra (Influence & Behavioral change ) Mudra Max (Integrated Engagement & Experience) Ignite Mudra (Partnerships for Entrepreneurs). Mudra was founded in 1980. Today, we have a team of over 1,100 employees across 26 offices and our footprint covers over 1,75,000 villages and 4000 towns. We offer direct contact in over 3,500 schools reaching out to nearly 7 million students. Mudra has also helped orchestrate over 9,000 live folk performances and 500+ road shows across the length and breadth of the country.

Journey of MUDRA:
1980

25th March - A G Krishnamurthy founded Mudra Mudra Ahmadabad was born with 15 employees, 500 sq.ft space, Rs 40,000 and Vimal as its first client. 25th March is still celebrated across all Mudra offices as Mudra Day.

Launch of Vimal ('Only Vimal') This is the brand that launched Mudra on its tryst with destiny. What began with sarees moved towards suitings, shirtings and dress materials. The advertising used India's best known photographers and models and pioneered double spread color ads. Cricketers such as Ravi Shastri, Allan Border and Vi Richards endorsed the brands, leading to the genesis of cricketers endorsing brands.

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1983 Launch of Rasna (I love you Rasna' campaign) Rasna launched a soft drink concentrate with a range of nine flavors on a platform that offered both taste and economy. In 1986, Rasna became India's largest selling soft drink concentrate.

1984 Launch of Videotec Mudra Videotec pioneered sponsored programs on Doordarshan, and became well known for co-producing Rajini, Buniyaad, Ek Do Teen Char, Panchee, Udaan, Quiz time, Mr. Yogi, Bodyline, Grammy's, Oscars, Living Legends, Live Aid, Spiderman, Miss Universe. Also produced India's first tele-film, Janam, followed by JeevanSandhya, Swayam

1985 Mudra launches Godrej Powder Hair Dye Godrej Powder Hair Dye was launched as a safe and natural dye. In 2008, it was relaunched as hair colorants and called Godrej Expert Powder Hair Dye. Mudra also handles other brands in the Godrej portfolio such as Godrej No.1 soaps and Godrej Ezee. In a span of just 10 years, Godrej No. 1 has become the 3rd largest in the soaps category.

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1986

Reliance Khazana Reliance Khazana was the first ever branded public issue, which signaled the branding of public issues.

1987 The 1987 Cricket World Cup, Paras account win Handled the Reliance Cup, which was the 1987 Cricket World Cup. Mudra's relationship with Paras Pharmaceuticals began this year, going on to build brands like Moov, Itch guard, Dermicool, Livon and Recova.

1989-90

Nationwide growth, collaboration with DDB Needham Worldwide Mudra spread its wings - Delhi, Bangalore, Chennai and Hyderabad operations commenced. In 1990, Nestle walked in as the first MNC client. In 1990, Mudra signed a collaboration agreement with DDB Needham Worldwide. 1991 Birth of Mudra Institute of Communications, Ahmadabad MICA is the first residential academic institution in the AsiaPacific region, dedicated to meet the needs of the integrated Marketing Communications industry. Since it inception, MICA has produced nearly 1000 professionals in the field of advertising, communications & marketing and is the country's best communications school.

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1992 Launch of Dhara Sunflower Oil (Dhara Dhara Shudh Dhara and 'My Daddy Strongest') Dhara Sunflower oil was under the umbrella brand Dhara in 1992. Positioned on the platform of absolute purity, the campaigns remain one of the most loved in the history of Indian advertising.

1995 Nestle Polo launched. relationship with Samsung and Dabur begins The 'Mint with Hole' campaign was recognized as 'The Brand Launch of the Year'. This campaign was highly awarded across ad forums and categories like film, press and outdoor. It won the 'Campaign of the Year' award and was instrumental in Mudra winning the A&M 'Agency of the year' award. Mudra's Relationship with Samsung also begins this year, as does that of Dabur. In July, Mudra launches campaign for Maxtouch (The World in Your Pocket), which exists as Vodafone today.

1996 McDonald's enters the India market (McDonald's mein hai kuch baat) From being perceived as a westernized place for the rich to now being known as a family restaurant that makes you smile, McDonald's has taken a big leap in the consumer's mind. The change of perception was made possible through a carefully executed communication plan that also complemented the strategic changes in pricing and menu.; leading to an almost perfect example of a successfully executed campaign

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1997 Positioning of Peter England as 'The Honest Shirt', LIC's timeless baseline is born The 'honest shirt' campaign helped Madura Garments attain sales of 2 million shirts in the year 1998. It achieved that figure within just four years and its the first brand in the midsegment category to cross Rs. 100 cores in India. Further, the baseline for LIC, 'Zindagi ke saath bhi, zindagi ke baad bhi' was coined this year, something which continues to be used till today.

2002 Launch of Reliance Infocomm (Reliance India-Mobile-Kar lo duniya muthi mein) "Make a phone call cheaper than a postcard and you will usher in a revolutionary transformation in the lives of millions of Indians." - Dhirubhai Ambani

2003 AGK retires from the post of chairman and managing director of Mudra and Madhukar Kamath comes on board when Madhukar Kamath returned to take charge at Mudra after four years, there was a whiff of change in the air. Kamath, the new managing director and CEO, took over from founder AG Krishnamurthy (AGK) who had just retired. His first day of rejoining Mudra was AGK's last. "I had a half-hour conversation with AGK and he simply told me, You know Mudra, you've worked there. All the best'," recalls Kamath

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2004 Mudra wins Big Bazaar (Is se sasta aur accha kahin nahin!) Mudra won the account for Future Group's hypermarket chain - Big Bazaar. The Biggest retail brand of India is also the fastest growing retailer of the world. Big Bazaar, a brand that celebrates Indianness in its own unique way, has revolutionized the way Indian consumers shop for daily needs. Over few years we have partnered in the brand's growth from seven stores through to 150, and grown the business four times from Rs. 1200 cores to Rs 4800 crores. During this journey, Mudra created successful properties such as the 'Great Indian Shopping Festival' - which generated business worth $ 130 million and attracted over 20 million walk-ins.

2008 Launch of BIG TV (Ho toh BIG ho), Pratap Bose comes on-board Reliance ADAG made a big splash with the launch of its DTH offering - BIG TV. The creative concept is based on 'Life isn't for living small'. Within 50 days of its campaign launch, BIG TV received an unprecedented 500,000 installation requests. This is the fastest half million in the history of the DTH industry globally.

2009 Launch of Ignite Mudra, Volkswagen's brand campaign Mudra Group launched a specialist agency in Ahmedabad called Ignite Mudra, to cater to the brand building needs of entrepreneurs nationally and internationally. The same year, DDB Mudra also unveiled Volkswagen's first brand campaign. To kick-off VW's brand campaign, DDB Mudra created a never done before print roadblock. On November 11th, 2009, 68.6 lakhs readers* were introduced to Volkswagen. The Times of India, India's largest selling English news daily, was blocked nationally by a single ad.

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2010

Mudra House Mudra House, home to over 450 Mudraites in Mumbai provides an exciting work-place bustling with warmth, creative energy and innovative ideas. The traditional warli art motif infuses a spirit of community through-out the building. Mudra House has been certified as an environmentally sustainable construction and has been awarded the Gold certificate by LEED.

Mudra Rebranding Mudra Groups corporate brand has free the hands from the rigid roundel and replaced the solid red circle with the brush stroke, denoting experimentation, energy and dynamism. Additionally, the quote mark symbolizes conversation for Mudra India; the degree denotes influence for DDB Mudra; the forward mark signifies maximal impact for Mudra Max; and the on button symbolizes a spark of ideas for Ignite Mudra

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Awards:
International Awards won 236 ( Cannes , D&AD, Clio, One Show , Ad Fest, Communication Arts, New York Festival & others). National Awards won 931 (Abby, CAG, Emvies, Ad Club , PMAA, AAAI, OAC Awards, Showcase of India & others).

Mudra has also received agency of the year for the eighth time award
Mudra's founder AG Krishnamurthy, has been honored multiple times

Brand Equity Ad Agency Reckoner - 2010:

Mudra India ranked No.5 DDB Mudra ranked No.7 Mudra Max ranked No.11 Tribal DDB India ranked No.5

Mudra Max wins Campaign Asia Pacific - Agency of The Year, India and Subcontinent Specialist Agency 2010 DDB Mudra's campaign for Volkswagen Vento wins 'Most Innovative Campaign' of the Year by NDTV Profit 2011 Tribal DDB India bags Gold at Yahoo's Big Idea Chair Awards 2011 Calcutta Ad Club Hall of Fame A & M Ad person of the year Media International, one of the 25 key figures of the international Ad Industry AAAI Premnarayen Award in recognition of pioneering spirit and entrepreneurial vision Mudra South is the Agency of the year at the Pepper Awards 2009 at the Ad Club, Kochi

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FIELD- WORK Organizational structure of an advertising agency Chairman/CEO

Board of Directors

President

___________________________________________________

Account Handling Department ___________________

Creative Department

Media Department

Production Department

_______________________

_________________

A/C A/C A/C Director Planner Executive

Media Media Media Researcher Planner Buyer

Print Broadcast Production Production

Traffic Department ________________________________________________

Creative Director

Element of Creative Brief

Planned & Review Boards

Copywriter

Art Director

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4 basic function of an advertising agency are:The basic ad agency consists of: 1. 2. 3. 4. The account handling department The creative department The media department The production department

Let us see each one in detail: 1. Account Handling/ Account Management

Is pivotal as the relationship of the agenwcy with the client revolves around it. It include liaison with the client to discuss needs and wants and so interpret them for the various agency department Responsible for initiating assignments within the agency, providing deadline, outlining budgets and ensuring that work is consistent with strategy before the ad campaign is presented to the client Account Director, Account Planner, Account Executive In account handling/ account management department there are 3 sub department:i. ii. iii. Account director. Account planner. Account executive.

i.

Account Director Has the presence to deal with senior members of the clients management, including the marketing director and other board members right up to the chief executive, chairman or managing director Controls and manages the account to ensure that strategies are converted into a practical advertising campaign

ii.

Account Planner Account planning is a process of discovery that lets the agency understand more about the brand and more about the consumers relationship with the brand The main role is to convert the client brief into creative and media briefs Ensuring that any action taken by the agency is not jeopardizing the positioning of the product or brand, and concentrates on the long-term development of the brand Page 15

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iii.

Account Executive

The entry position in most agencies is a junior AE or AE. An AE is the go-between for day-to-day contact between the two parties. AE should issuing written reports after every meeting (contact/call report) These call report record every important client-agency meeting and the clients approval of each step in the relationship. Items to be submitted for approval include schedules, copy, layout, artwork and proofs. AE should be dynamic, adaptable and have loads of initiative. Good AE are much, much more than bag carriers

2. Creative Department

Is one of the most important in establishing the reputation of the agency Creative Director, Copy Chief/ Copy Writer & Art Director Be a sponge-go and soak up as much information as you can In creative department there are 5 sub department:i. ii. iii. iv. v. Creative director. The element of creative brief. Plan and review boards. Copywriter. Art director.

i.

Creative Director CD have usually risen through the agency structure from copywriting or art director CDs role is to find the means of communicating the benefits and advantages of companies, goods and services based on the campaign and advertising briefs. The brief may also be the result of brainstorming session involving a number of the agency staff Responsibilities: to improve the agencys creative output, lead and inspire the creative team, present concepts to clients and help persuade them to buy the ideas

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ii. The Elements of creative brief:-

One of the most important questions which arise when it comes to creative brief:-

What is the objective, the purpose of the ad? Target audience: who are we talking to? What's the single most important thing to say? What are the supporting rational and emotional 'reasons to believe and buy?' What else will assist creative development? Schedule: What do we need from the creative team? When do we need it?

iii.

Plans and review boards

The agency might establish a plan board consisting of the heads of the account handling team, the creative department and the media department, to consider the new account. A review board consist of agency personnel who have had nothing to do with the campaign, so they can offer an objective view of the final presentation

iv.

Copywriters The most important ability requirement is the ability to write -not to copy what others write, but to create original, fresh ideas . Copywriters are usually teamed with art director, they solve problems together, sharing the job of coming up with pictures and headlines What the culture of the brand is, what ads have been done already, what kinds of ideas are appropriate for the brand and what other brands in the same category are doing.

v.

Art Director AD are expected to have practical typographic, layout and design skills, latest techniques and technology Many young AD start as visualiser, rendering layout for Sr.AD and producing mock-ups of ads for client to approve.

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3. Media Department The Media department is split into three areas:
i. ii. iii.

Media research Media planning Media buying

The bigger the billing, the bigger the workload and hence the number of people needed to handle it

i.

Media researcher Agencies have experts who can work through all of the data available on the media, these people are media researcher The media researcher make comparison between one medium and another to determine if one is better than another (known as intra-media comparisons) Has to analyze all the available evidence to allow the media planner to decide where advertisement and commercials should be placed, based on opportunities to see (OTS) or hear (OTH) by the target audience

ii.

Media Planner The media planner takes the statistical research taken by the media researcher as the basis for deciding which medium, will be the most appropriate to carry the advertising The media planner produces the media schedule, which is presented to the client by the account handler They also have a timetable to show actual scheduling by month, week commencing as well as actual date and broad indication of time of the day

iii.

Media buyer

The final part of the process for the media department is actually to buy the space or airtime. Media buyer is the person who has responsibility to buy these space and air-time with maximum discount for agency.

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4. Production Department

The responsibility of the production department is make sure that everything that is needed to produce the final advertisement is prepared, cost effectively to the highest quality and then delivered to the right place at the right time and in the right format As much of the work is carried out by freelance and other external suppliers (such as process house, printers and design and artwork studios) The role of the production dept is to co-ordinate these services so that they meet the deadlines and quality standards set by the agency The production dept. is controlled by the production manager who will have at least one traffic controller.

Traffic department:Traffic department plays a very important role in an advertising agency. Role of a traffic department in mudra communication pvt ltd 1) 2) 3) 4) Getting a project in a Queue Routing for internal approval Implementing clients charges Final delivery of goods to be made in case of banner, hoardings...etc

Agency compensation:Mudra communication follows the following agency compensation:A. Commission from media=15% commissions from the media on the rate charged for
media space or time.

B. Fee, cost & incentive based system= fees charged for services (usually no commissionable, such as a market survey); however, situations will occur when the price-value relationship between media placement and creative services is out of balance (e.g., when a client uses the same broadcast commercial for a long period of time, incurring no creative costs, but incurring millions of dollars in broadcast billing), and agencies will be compensated by the substitution of a fee system in place of the 15% commission. C. Percentage charge= percentage charges on materials and services used in the preparation of advertisements; in this area, clients are charged cost plus 17.65%.

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Client agency relationship:Clients of MUDRA: As said by the met person Mandar Hublikar. We have very good relationship with our clients and it does not mean that we are in favor of one particular brand otherwise it will be injustice with other brands. Following are the brands of mudra:-

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Methods in which agency market itself:Mudra adopts following methods to market itself for the business are:1) Business magazines in India 2) Business India magazines 3) Indian advertising agency 4) Internet advertising 5) Marketing & advertising 6) Through public relation service 7) Advertising media internet- a boom is on 8) By creating effective public relation-creating better image 9) High definition has a role in advertising & marketing 10) Indian English newspaper 11) Indian Hindi newspaper 12) Indian media monitoring 13) Newspaper advertising 14) New media advertising 15) Indian marketing and advertising agencies 16) Advertisings business internet service 17) New media marketing Vs newspaper marketing 18) Marketing of Public Relations in India 19) Online marketing and advertising 20) Small Business Public Relations in India

~~~~~~THE END~~~~~~

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