sasi advertising internship

8/8/2019 Sasi advertising Internship

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INTRODUCTION

The project was undertaken as a descriptive study of the functions of Sasi advertising including

various functions of its departments and about its client detail

ABOUT ADVERTISING

y It is an official art of the advance industrial notation.

y It is highly organized institution involving many artists, writers etc..,

y Advertising advance and perpetuate the ideas and values which are indispensable to a

particular economic system

FUNCTION OF ADVERTISING

To introduce a wide range of consumer goods to public and thus to support the free market

economy but this is clearly not its only role. It is involved in manipulation of social values and

attitudes.

In simple advertising means drawing attention to something or notifying or informing somebody

of something.

NATURE OF PRINT MEDIA ADVERTISING

y An outstanding accomplishment of newspaper is its intensive coverage of its market of

the city in which the paper is published. This coverage is so thorough and complete that it

is something described as saturation. There is daily Newspaper in every market of

significance and over 90% of families in the country can be reached by Newspaper

medium. Because it is a mass type of medium with low cost.

y Newspaper appeal is board and diversified, aimed all ages, races, income, group, classes

y Newspaper is local medium

y Print media have lasted for over a century and continue to dominate the ad scene



ADVANTAGE

y Durability

y Capacity from information dissemination

y Permanence of media

y Penetration of vast, spread out to target group

y Different types of print media (newspapers and magazines) have a loyal readership. This

can be very useful for advertisers as compared to advertising on the Internet.

y If you are targeting a particular geographical area, you can do so with ease through print

media. For example, a local newspaper would be a best medium to advertise about a new

shopping complex.

y You can choose the size of the advertisement space. This will help you to plan the budgetof the expenses to be incurred while advertising.

y Certain forms of print media have a very loyal fans following in terms of readers. This

would guarantee you added readership.

y Magazines and newspapers are always in the eye amongst public. Magazines are read for

a period of a month, which brings more attention to an advertisement.

y You can even advertise through brochures or leaflets depending upon your target

audience. If the information is in detail, a brochure can prove to be an apt option. A

leaflet in that case, would be useful for a brief message.



COMPANY PROFILE

Sasi advertising was incorporated in the year 1979 with its head office at Coimbatore. It is the

leading advertising agency in south india. During past 2 decades Sasi advertising had grown into

a creative and successful organization with over 9 branches. And it ranked 31st at national level

Sasi advertising branches:

y Chennai

y K ochi

y Bangalore

y Trichy

y Palakkad

y Salem

y Tirupur

y Hyderabad

y It is the Brain Child of Mr. R. Swaminathan, The Managing Director of Sasi advertising.

RESULTS-DRIVEN MARKETING IS STRATEGIC MARKETING :

Strategic marketing ensures accountability and maximizes the return on your investment.It means you're never heading blindly into the marketplace and it means your marketing

budget is always working for you, the way it should be. By working closely with you to

understand your business, your customers and your goals Sasi Marketing is able to

formulate a comprehensive strategy for people to get the best possible return for your

advertising and marketing investment.

Their research, planning and delivery methods ensure a considered and intelligent

approach to marketing campaign. They ensure that marketing activities reach customer target

market and deliver the right message to drive customers to business. They apply this strategic

approach to all clients, whether a campaign to launch a new product or a full-scale publicrelations plan.



COMPANY BELIEF:

They believe in 5P¶s in creating an advertisement

y PEOPLE

y PASSIO N

y PERSUASSIO N

y PR OFESSIO NALISM

y PR OFIT

PEOPLE:

y Agency can be good as the people who walk its corridors. Hence they believe in

attracting and retaining the right talent

PASSION:

y There ought to be tremendous sense of pride and love for what you do« In

advertisement because finally that press advertisement is your creation. This helps in

bridging commitment to excellence and perfection

PERSUASSION:

y How motivating they can be in communication.

PROFESSIONALISM:

y Technology, System, Logical, Disciplined and integrity

PROFIT:

y Profit for employee and shareholders



RANGE OF SERVICES

y New products

y Corporate ad¶s

y Design, Print and supply of products/ leaflets/ Brouchers

y Silent ad¶s

y Product display

o Tenders

o Government ad¶s

o A partments

o Homage

o Personal

TYPES OF AD

SILENT

PRODUCT

DISPLAY

TENDERS

GVT AD'S

FINANCIAL

AD'S

APARTMENTS

PERSONAL

HOMAGE



AWARDS:

y Nomination award from the advertising club Calcutta under best industrial product

campaign

y Advertising Club Chennai award- South India for best corporate campaign

y National award from advertising club Bombay ³ABBY´ for outstanding rural campaign

y Best Print awards 2007- The Hindu

y Creative Excellence award for Ad Campaign

y R APA Awards 2003

y APAC All India Awards 2003

y Organization Express awards



CLIENT DETAILS

PRIVATE SECTOR :

y Barathidhasan institute of management

y Banari groups

y Bajaj auto Ltd

y CR I Groups

y Crocodile Product Limited

y Chinmaya international residential school

y ELGI,

y Hatsun,

y Indian Express

y ITC zemca Ltd

y LMW

y Modi Xerox

y PSG Institution

y R OOTS

PUBLIC SECTOR :

y Airport authority of India

y Bharat heavy electrical ltd

y Department of income tax

y NLC

y Hindustan petroleum



ORGANIZATIONAL STRUCTURE

MANAGING

DIRECTOR

CLIENT SERVICE

DIRECTOR

EXECUTIVES

STUDIO

ART DIRECTOR

VISUALIZER

COPY WRITER

DTP OPERATOR

MEDIA

DIRECTOR

EXECUTIVES

ACCOUNTS AND

ADMIN

DIRECTOR

ASST ACCONTANTS



DEPARTMENTS IN SASI ADVERTISEMENT

- Client servicing

- Studio

- Media

- Accounts and Administration



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CLIENT SERVICING

Client servicing is a crucial part of the advertising industry. The main aim of this department is

to generate customers and business for the company and also develop the existing customer

relationships. This department also covers the responsibilities of the public relationship officers.

Advertising can be done through television media, print media and the internet.

CLIENT SERVICING ROLE

The job roles in this department are Account servicing manager and executives, Account

managers, and marketing executives. An account would be company specific. Big advertising

companies treat each individual company as an account for example like a Pepsi Account, or a

Coca

Cola account.

An account manager would be a person who is handling all the needs of that

specific company and also improving the business aspects simultaneously.

ACCOUNT SERVICE

Account Services or account management is somewhat of the sales arm of the advertising

agency. An account executive (one who works within the account services department) meets

with the client to determine sales goals and creative strategy. They are then responsible for

coordinating the creative, media, and production staff behind the campaign. Throughout the

creative process, they keep in touch with the client to update them on the ad's progress and gain

feedback. Upon completion of the creative work, it is their job to ensure the ad's production and

placement.

LEARNINGS FROM CLIENT SERVICING DEPARTMENT:

Following is the learning from this department:

y The role of the account director and his subordinates.

y Marketing skills of the account executives

y Going in search of big corporate clients

y Enhancing clients O bjective till client reaches their goal



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STUDIO DEPARTMENT

ART DIRECTOR :

Being an Art director in the advertising industry does not mean it is a position of seniority or the

head of the department. In many organizations the art director works along with the copy writer

and they together develop a concept or theme for an advertisement. The job of an art director

definitely involves a lot of team work. Commercials need a lot of persuasive themes and these

are developed by the creative department.

ART DIRECTOR SKILLS

An art director is expected to be a powerhouse of creative talent. When an ad requirement is

given to the art director from the client, the artist creates the right concept and the series of

events for that concept in the form of visual images. The copy writer sees the images and thinks

of appropriate slogans to match the clients requirements and the art created by the artist. The ad

is put together in this method and is presented to the client. The following responsibilities and

skill encumbers the art director's profession.

GRAPHIC DESIGNER

A graphic designer is somewhat like a story teller and how well they depict is what the whole

game is about. It is a very interesting job, especially for people who are starting out their careers

in the animation field.

ADVERTISING COPY WRITER

A copy writer is a person who creates the advertisement and gives birth to the concept. This

person should be extremely creative, should have a good sense of humor and also should have

excellent English speaking and writing skills.

The copy writer is the person who gets the idea for the advertisement, makes slogans and then

decides how it has to be presented. He or she plays an important role, and is very essential for

making ads that have to be aired on television, print media or online advertising.



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COPY WRITER SKILLS

The skill sets required for this job function are excellent English and immense creativity, which

are enough o get a job. The skills differ for various job levels within the copywriter field. There

are several positions within this part of advertising. A person can work as a copy writer, a senior

copywriter or a copy writing director. The hierarchical structure is created because it is a very

responsible job.

This person is of great importance when it comes to creating the ad and deciding how the ad

looks and sounds. While the graphic designers may give some form by creating images, the copy

writers give life to these images. A copywriter would create an idea whereas the senior copy

writer with the expertise can make the ad look more attractive, while the director supervises all

these peoples work. The end product comes out good.

y Creativity

y Excellent English

y Team player qualities

y MS office expert

y Mass communications degree or diploma

y Script writing techniques

y Story depiction capability

DTP OPERATOR :

A DTP artist is a desktop publishing worker, a job description used in advertising agencies,

publishing, color separation, printing and other related industries. A DTP operator is usually

skilled in multiple computer design applications, such as Adobe CS and others. DTP operators

were formerly known as FA artists (FA: Finished artwork), the name changed due to the digital

processes. In English speaking countries, DTP operators are also referred to as Art workers.

Their role is to translate art directors and graphic designers work in to digital files ready to go to

print or be placed online.



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LEARNINGS FROM STUDIO DEPARTMENT

The following is the learning from are:

y The creativity they show on developing a copy

y Usage of the software for designing purpose

y Learnt to prepare a copy and writing caption for a advertisement



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MEDIA DEPARTMENT

MEDIA DIRECTOR :

Media

Directors oversee the media department and are responsible for managing the client's

media buying and planning needs. A Media Director also places ads in print outlets like

magazines and newspapers as well as on TV and radio. Ad placement is carefully calculated

through research and analytical models to determine what is best for the client based on the

product/service, the client's goals and budget.

MEDIA PLANNER :

Media planners work within advertising agencies or media planning and buying agencies.

They enable their clients to maximize the impact of their advertising campaigns through the use

of a range of media. In order to ensure that campaigns reach their target audiences as effectively

as possible, media planner ¶s combine creative thinking with factual analysis to develop

appropriate strategies. They apply knowledge of media and communication platforms to identify

the most appropriate vehicle for building awareness of a client's brand.

This department takes care of all budgeting process (i.e.) it maintains the record of DIPR for

state rates and DRVP for national rates.

y DIPR (Direct rate of information and regional publicity)

This is the rate card for each individual state, As per the rates declared by the state

government the government advertising which belongs to the state should be charged

y DRVP (Direct rate of visual publicity)

This is the rate card for the central government, As per the rates declared by the central

government, the government advertising which belongs to the central should be charged

y This department also takes care of the publication rate details.

y This department uses a software called MEDIAWAR E to store the details of the clients

and publications

y Release order will be maintained by this department



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RELEASE ORDER :

y It is the bill which consist the details of advertisement to be published in the newspaper

and this should be given to the publication, It contains all the details from size to the

position and so on..

y Release order consists the following details:

y Address of the publication: The Hindu, Coimbatore

y Client details: The hosur new town development authority

y Product: If any product mention it

y Release order no:

y Date:

y Edition date:

y Size: 11 x 8

y Caption: Town Plan

y Rate: Based on DIPR or DRVP ( if it is Gvt advertisement)/ Based on Publication rates

y Position and Premium: Salem edition- Front page

y Material: CD R OM enclosed

PAYMENT MODEL:

y Client pays 100% to the advertising agency as a full settlement

y But only 15% will be retained as a commission for the agency and the remaining 85%

will be paid by the agency to the Publications

y Total payment time will be 60 days, Where in client should pay it within 30 days and the

agency have to pay the amount within remaining 30 days.

y Cost calculation for Press advertisement:

y All these are applicable only if the agency is registered under the Indian Newspaper

Society (I NS)

W x H x COST OF THE PUBLICATIO N



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LEARNINGS FROM THIS DEPARTMENT:

y Learnt about the Cost calculation based on the size of the advertisement the client wish to

display in a publication

y Got insight about the DIPR and DVPR documents

y Gone through the I NS book

y Learnt about the government advertisement in press media

y Gathered information on the different cost patterns of different publications and

government rates



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ACCOUNTS AND ADMINISTRATION

An advertising agency is in the business of providing services and must be managed that

way. Thus, it has to perform various functions such as accounting, finance, human resources etc.

it must also attempt to generate new business. Also this department is important since bulk of the

agency¶s income approx. 65% goes as salary and benefits to the employees.

y All the financial details of the company will be maintained by this department

y The last year( 2009-10) turnover was 20 crore

y They also maintain Salary, PF, ESI and Pay slip details of the employee

y All these will be filed both on the monthly and yearly basis

y Department is using FOXPR O and TALLY ER P9 for recording the financial details,

Billing, Purchase bill and receipts.

y Service tax will be paid on the 15% commission the agency get from client

y For ESI employee contribution will be 1.75 and the Employer contribution will be 4.75

y Those who works for 6 months in the agency then only they will be getting the PF

y If an employee works for 9 years and 6 months then they will be getting the pension.

LEARNINGS FROM THIS DEPARTMENT:

y Maintenance of records on PF, ESI and learnt how to register these and follow up of all

these terms

y Gathered knowledge on other financial details and calculation of PF, ESI and the

contribution rates of employee and employer of ESI



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SWOT ANALYSIS

STRENGTH:

y Leading advertising agency in the South India.

y Rank 31st

in National level

y Experience in the field of press advertising for more than 3 decades.

y Have large network of publications and Clients

y Speedy and effective service

y Team work among and delegation of work

y Member of Indian Newspaper Society

WEAKNESS:

y Concentrates only on press advertising

OPPORTUNITY:

y Can emerge into other type of advertising also

THREATS:

y Other media entry has threaten this press advertising

y Many competitors



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OVERALL LEARNINGS FROM THE INTERNSHIP

PROGRAM

The internship program which I did in Sasi Advertising agency was useful in gaining

knowledge about the advertisement agency which deals with press media advertisements.

K nowledge on cost calculation and creating a copy for an advertisement. The agency deals with

different departments like Client servicing, Media, Studio, and Accounts so insights on these

department will help me in applying the knowledge in practical in future. A part from the book

knowledge it made me to gain practical knowledge on creating ad¶s, servicing clients, budgeting

and maintenance of Records on Accounts and administration.

Learnt the basic office operations, policy and procedure of the company. The orientation

programs, training preparations, and interactions with peers and superiors. Learnt how to devise

and implement policy changes that affects working environment. Learnt how to build and retain

excellent communication and inter personal skills. Provided opportunity to understand the

different needs of consumers and customers. Acquired practical knowledge on how to manage

effective communication between staff and management. Learnt the consumer behavior and how

to tackle it.L

earnt how to balance the staff in terms of skills and experience.L

earnt how toappreciate the hard work and smart work.



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APPENDIX

y Rate card of Dinamalar

y Rate card of The Indian express groups

y DIPR example copy of Government of Andhra Pradesh

sasi advertising internship

Documents