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Assignment of Advertisement
Submitted
by:Asad
AliRoll No: MBPPE 9208
Farhan Nawab Roll No: MBPPE
9210Zuhaib Ahmed Roll No: MBPPE9227
Farhan Fazil Roll No: MBPPE9271 Badar Usman Roll No: MBPPE 9244
Semester:
4th Semester
Submitted to:PROF. Mohammad ALI.Superior Group of
Colleges
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TABLE OF CONTENTS
Dedication
03
Preface 03
Acknowledgement
04
Introduction04
Our Approach
05
Departments 05
Marketing Department: 07
Creative Department: 09
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Production Department 10
Media Department 11
Conclusions: 12
Dedication
To Almighty Allah who is always with us in our loneliness and in all our
difficulties and to our Parents, Teachers & Well-wishers who always pray for
us to access in life from our Allah who is the most Beneficent and the most
Merciful.
PrefaceConcepts are built studying theory in class room, and are given specific
shapes and dimension, while observing and analyzing the business activities
in the real world. Getting practical knowledge is one of the major aims of
MBA program.
We were assigned a report on the subject of Marketing by Prof.
Mohammad ALI. Our objective was to visit the existing Eiman Ad agency
Pvt. Ltd. and get maximum information about their Market Offerings,
Market Environment, Business and Consumer Relationships, their Pricing
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trends, Placement and Promotion, Positioning Strategies. During this report
Preparation our beloved teacher Prof. Mohammad ALI. fully guided and
helped us time to time a lot to refine our report.
During this Process we conducted interviews and visited website of Eiman
Ad agency Pvt. Ltd to get the required information about the organization
and its channel. On the basis of the fetched information we try our best to
fulfill the needs of the said report on Eiman Ad agency Pvt. Ltd.
Acknowledgement
Person is not perfect in all the contexts of life. He has a limited mind and
minor thinking approaches. It is the mercy of Almighty Allah that shows the
man light in the darkness and the person finds his way in this light. Without
mercy ofAllah, person is nothing but a helpless creature. Same is the case
with us as we faced many difficulties during the completion of this report and
have been successful in fulfilling our duty assigned to us only because of the
help ofAllah and the prays of our Parents and Well-wishers.
The teachings of the Holy Prophet (PBUH) were also the continuous source
of guidance for us.
We are thankful to our teacher whose throughout guideline helped us for the
completion of this report.
We are also thankful to all our best friends cooperation who helped us in our
report time to time and we learnt much from them and we can never forget
their love and kindness.
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One day at Eiman Ad communication
Introduction
Eiman ad communication, started in 1992 and now stands out among the most creative and
innovative advertising agencies of Pakistan. Eiman ad believe in honesty of purpose, which in
the context of advertising means an integrated focus on the promotion of clients products to
make balance sheets shine. Accredited since 2003 Eiman ad has been a success story.
Company has achieved it through market research, in depth study of clients products, devisingadvertising campaigns that sell the
products and by developing personal
warmth with the clients. Eiman ad
agency is an original thinker, and
genuinely boasts about it. In an
extremely competitive market, a new
company emerges and comparatively in
a short span of time, surprises by
making a significant place in public and
private sectors. But how? The answer is
the innovative approach. Company teamthinks different and uses skills and
imagination to produce new ideas in
print and electronic media. The client is
the basic focus and company work to
further his interest.
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Advertising involves the process where in a massage is designed so as to promote a
product, a thought, an idea or even a service. The concept of advertising has assumed a
dynamic form with the use of the various mediums of communication. From the newspaper,
magazines, posters, neon and fluorescent signboards, billboards to the commercial on TV, laser
shows to inflated high-rise figures and objects, advertising has come a long way. The work is
formidable as it spearheads a process intended to attract, modify, change and influences publicopinion.
Our Approach
They have visited Eiman ad communication, cavalry ground Lahore cantt at Saturday of 13 th
March, 2010 for the sake of gathering information about the departmental workings of the
company. They met with the manager and he gave us some general information and little
history of the company. After that he sent us in different department for detailed working
knowledge with his assistance.
What They DoMost advertising firms specialize in a particular market niche. Some companies produce and
solicit outdoor advertising, such as billboards and electric displays. Others place ads in buses,
subways, taxis, airports, and bus terminals. A small number of firms produce aerial advertising,
while others distribute circulars, handbills, and free samples
Companies often look to advertising as a way of boosting sales by increasing the
publics exposure to a product or service. Most companies do not have the staff with thenecessary skills or experience to create effective advertisements; furthermore, many advertising
campaigns are temporary, so employers would have difficulty maintaining their own advertising
staff. Instead, companies commonly solicit bids from ad agencies to develop advertising for
them. Next, ad agencies offering their services to the company often make presentations. After
winning an account, various departments within an agencysuch as creative, production,
media, and researchwork together to meet the clients goal of increasing sales.
How They Do
Account Executives have to travel extensively, visiting clients and suppliers. While otherstaff, travel occasionally to attend meetings with clients, or visit locations during film production.
Ad agencies are very busy places and often work is on till late hours. In 2004, workers in the
industry averaged 33.8 hours per week, a little higher than the national average of 33.7.
Most employees in advertising and public relations services work in comfortable offices
operating in a teamwork environment; however, long hours, including evenings and weekends,
are common. There are fewer opportunities for part-time work than in many other industries; in
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2004, 14 percent of advertising and public relations employees worked part time, compared with
16 percent of all workers.
We gather all information about the company that they have told us, which is as follows:
Departments
There are four main departments in Eiman ad communications.
Marketing Department(Clients) Creative Department
Production Department Media Department
Marketing Department:
The marketing department is further divided into its two sub-departments
Client Service Department
Business Development Department
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Client Service Department:
This department plays a vital role in the company which is to hunting customers. Eiman client
service team is highly experienced and all are professionals. The Eiman team is highly aware
about the customer needs and desires. Client service dept handle the customer. Customer
briefly describes the product to this dept
Client servicing requires understanding of the marketing strategy. Understanding of
human nature and a creative outlook are required. Client servicing is generally handled by post
graduates in business managements. The job needs business skills hence graduate from any
stream with some training in business
administration are generally preferred.
Marketing diploma holders work in client
servicing. An advertising qualification
too is useful.
At the end client dept send requirement and desires of the customer to the creative dept. Some
clients of Eiman are as follows:
Public Sector Clients:
MINISTRY OF POPULATION WELFARE
POPULATION WELFARE DEPARTMENT PUNJAB
MINISTRY OF ENVIRONMENT
MINISTRY OF MINORITIES STATISTICS DIVISION
MINISTRY OF HOUSING AND WORKS
Private Sector Clients
EASTER PRODUCTS (PVT) LIMITED
SAHARE FOR LIFE TRUST
CRESS BAND LIMITED SONA AGRO CHEMICALS
THE PUNJAB SCHOOL
GLORIA JEANS
CITILING TRAVELS
HOLLIDAY INN HOTEL
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I. Civil rights or rights of privacy or citizens
Storyboard artist is a profession specialize in creating storyboards for advertising
agencies and film productions. A storyboard artist is able to visualize any stories using quick
sketches on paper at any moment. Quick pencil drawings and marker renderings are two mostcommon traditional techniques, nowadays Flash, Photoshop and other storyboard applications
are gradually taking over, digital camera is one of the latest techniques in creating storyboards.
Storyboard artist is also known as illustrator or visualizer, they are mostly freelance. Art
directors or film directors are the most likely type of peoples that would contact storyboardartists and the deadline is always tight, overnight working is very common.
There are varying degrees of graphic design. 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 notconsidered to be within the scope of graphic design unless the client is also a graphic designer.
Production Department:
Production dept make ad as created by copywriter and
art designer, at a given time period and budget.
Without production department the ads is nothing more
than words and picture on a paper. Eiman ad agency
has its own production department but sometime they
have to use outsource production. The ads are of many
types which are as follows:
TV Commercials
TV Telops
TV commercials are the ads that relay on television
and in which different people communicate the product
or by the Models but TV Telops are the animated ads that are produced by the software and
also relay on TV to communicate a message about the product. Eiman ads have created
innovative softwares to produce new and different Telops that have very less cost as compared
to the commercials. Cost of production differs with the nature of the product. Eiman made all
kinds of ads (expensive and low cost). They have target to earn five to ten lac from an ad.
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Media Department:
Production dept after making, give the ad to the media dept to relay. They have produced
software for radio and television and ensure its punctual broadcast. There is also two other
departments:
Media Research
Media Planning
Media Research dept identify that which media reach the target audience efficiently. So there
are different kinds of media like print media and electronic media. The vastest media is
electronic media. There is lot of channel and it is very difficult to select the appropriate channel.
Media planning is the planning the best media mix and timing to achieve the clients marketing
objective. Media planner chooses the best media mix like channel, program, timings etc.
Todays Geo channel is Prominent and every company is advertising on it. Its rates are too high.
The peak timing on Geo is 7 to 11.
The TV commercial is generally considered the most effective mass-market advertising
format and this is reflected by the high prices TV networks charge for commercial airtime during
popular TV events.
Virtual advertisements may be inserted into regular television programming through computer
graphics. It is typically inserted into otherwise blank backdrops or used to replace local
billboards that are not relevant to the remote broadcast audience. More controversially, virtual
billboards may be inserted into the background where none existing in real-life. Virtual product
placement is also possible. Increasingly, other mediums such as those discussed below are
overtaking television due to a shift towards consumer's usage of the Internet.
Media Executives
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The main task of the media executives is to place the advertisements where they will be
seen by the right target audience keeping the budget in the mind. Hence this job requires
planning, research and buying space in the press or time for commercial radio and television. In
large agencies this task may be allocated to two or three different specialist. There may be a
media planners and media buyers. In small agencies the task may be handled by the same
person.
Media plannershave access to up-to-date information about each advertising medium.This includes the relationship and circulation figures for news papers and magazines, viewing
figures for different times of the day, listening audience figure for commercial radio stations etc.
They are also aware of the various locations for hoarding and billboards. They are a vast array
of choice. There are thousands of brands to advertise the work is challenging. It is though the
selection of the right media that a good media department can save large advertisers money as
well as give credibility.
Media Buying
Once a media plan has been approved by a client, it must then be purchased. The
procedures for this vary according to the medium under consideration. In print media, for
example, most purchases are made on the basis ofrate cards issued by various newspapers
or magazines. In broadcast, however, negotiation is involved. The objective of this negotiation is
quite simple - to achieve maximum media efficiencies in obtaining the most for the least, or, in
other words, the most audience for the least amount of money.
Conclusions:
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Eiman ad communications is an innovative advertising agency. The objective of thecompany is to give satisfaction to their customer by providing extraordinary services at low cost.Company has four major departments, marketing,creative, production and Media. There is also amarketing planning team which planning that what typeof campaign? What type of ATC or BTC activities?
Marketing is the department that gives services. It huntcustomer and also do pitching. This dept give therequirements of the customer to the creativedepartment. In creative dept there is copywriter and artdesigner. Both think and create new ideas about theproduct and send their ideas to the productiondepartment. This dept work and give reality to thewords and pictures that was drawn by the creative depton a paper. At the end media research and planningpeople identify the right media, media mix and timingfor broadcasting. All the departments perform theirduties and functions with responsibility and there is also a synergy between the departments.
This is the reason that many well named companies joined Eiman to meet their marketingobjective. Advertising agency is one of the most important components of advertising industry. Ithas played a significant role in the development of modern advertising. The advertising agencyhas evolved to provide the specialized knowledge, skills and experience needed to produceeffective advertising campaigns. It provides a quality range of service greater than any singleadvertiser could afford or would need to employ. An advertising agency is a firm that specializesin the creation, design and placement of advertisements, and in the planning and execution ofpromotional campaigns for products and services of their clients.
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