Documenti di Didattica
Documenti di Professioni
Documenti di Cultura
By
Ms Ashvini Shah
Prof.
Sunil Doke
Submitted To
Pune University
In partial fulfillment of the requirement for the award of the degree of
Masters in Business Administration
Through
Pune-48
1
Chapter 1
Executive summary
2
Chapter 2
Company Profile
3
Chapter 3
4
Chapter 4
Research
Methodology
5
Chapter 5
Data analysis
6
Chapter 6
Findings
7
Chapter 7
Limitations
8
Chapter 8
Suggestions &
conclusions
9
Chapter 9
Bibliography
10
Acknowledgement
I express great pleasure in introducing my project report titled “Advertising and Trends in
Online Advertising”.
I take this opportunity to express my most sincere and heartfelt gratitude to Mr. Rahul
Shiledar (President) and Mrs. Shubhangi Sapre (Senior Marketing Executive), Mona
Advertising, Pune, for providing me with a wonderful opportunity to execute this project
in their esteemed organization and for patiently monitoring and guiding me throughout
the project.
This project would not have been successful without the precious guidance of our
director Prof. Sharad Joshi and my project guide Prof. Sunil Doke, to whom I express
my sincere gratitude and all those who have helped me directly and indirectly in the
successful completion of my project.
I would also like to thank my parents and friends for their support.
Ashvini Shah
11
List of Abbreviations
Ads: - advertisements
12
List of technical terms
4. Coral draw: - it is a computer software used by the artists to make the ads
the details of the ads such as the dates on which the ad is to appear, its size,
its position and if it is color or black & white and also the rate and amount.
13
Index
06 Findings 42
08 Limitations 45
09 Bibliography 46
14
Advertising is a form of mass communication, a powerful marketing tool which
can make firms and brands, leaders in the market provided they have just the
the marketing mix. It is a paid form of mass communication that can be traced to
an identified sponsor.
Advertising is not as same as publicity although the latter is also a tool of mass
sponsor is not easily identified. Over the years advertising has grown from being
just another marketing mix to a key strategic input in brand building and image
creation.
Definition:-
Today we are exposed to a larger number of commercial messages than any time
in the past. Newspapers and magazines are full of advertisements. Not only has the
quantity increased but the quality also has improved considerably over the past
decade.
Today we not only have print advertisements but also ads on the radio, the
15
A new trend has taken the advertising scenario by storm and that is on line
advertising. The percentage of people accessing the net today in India has reached
On line transactions have doubled and more and more people are using the net to
We shall have a brief introduction on internet and the statistics for Internet usage
in India and its future prospects. We will also examine the scenario today where
on line advertising is concerned. We shall see the types of ads that are seen on
line.
This project was carried out in Mona Advertising Agency which is one of the
oldest and the finest advertising agency in Pune. This project tries to give an
overall view of how the work is carried out in an advertising agency today.
Through this project report we will try to understand what goes on in the agency
and how does the process of ad making occur. We shall also see the various types
of ads and a brief introduction to them. Through this project I have tried to give an
idea of what an advertising agency really does. Today the role of the agency is not
only to make ads and publish them but at times it also has to carry out the market
surveys and at times advise the client on the kind of media plan that they should
follow to get maximum results. They also at times have to collect the feedback
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analyze it and make further recommendations to the client regarding the next step
During this project I have found that the major problem that the agencies face
today is that of collections. The clients are not regular in terms of making
payments but at the same time are very particular when it comes to the ad that the
Based on this I have made a few recommendations which if put in action should
This project work will also shed light on the current trends in on-line advertising
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For 3 decades Mona advertising has survived in a business which gives sleepless
successfully calls for rare tenacity and a constant need to reinvent you. From
national level, Mona ads has always strived to keep the clients interests at the
foremost. Creating campaigns not only recognized for creative, but affording the
client that elusive element which every marketing person desires, The Turnover.
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Established in 1973
Re-Defining Creativity
Creativity – it is the most frequently used word in the advertising world. Many
appreciate its value, a few understand it & fewer still practice it. Awards,
accolades & laurels do add to its luster but the best reward for creativity is an
has motivated it to set definite parameters for the creative process such as:
These three maxims have proven to be the perfect guidelines to keep on creating
higher standards of efficient advertising that works in the interest of the client
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Re-Organizing the Work Place
The work place has totally redefined the office of yester years. It has become
synonymous with a place where a person thinks and creates. It provides the ideal
environment where people can nurture ideas and enhance their own productivity.
It is this creation of the inner space that fuels the dynamism and efficiency at
which the agency approaches their subject. Centrally located work place, which
email, faxes lends the work place of Mona the technological edge needed in
Re-Engineering People:
The team- the nucleus of any organization. You can have a bunch of brilliant
people, each treading his own path; or you can have individual talents that work in
tandem and achieve. Team Mona is people who think different and yet think alike.
Individual talents who complement each other with a shared knowledge base and
are fired with the aim to better themselves, with out any room for complacency.
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Generating novel ways of saying things mundane, aided with a work culture that
each others strength, abilities and short comings. Over the years Mona has
nurtured these relationships with their clients, with the media, and with all of their
Professional ethics along with the human touch has seen them through many
triumphs and tribulations. For Mona no client is small or big. Each one is valued
and respected as the other because they believe that companies do not make a
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WHAT DOES MONA DO . . . ? ? ?
Creative Designing
Advertising Campaigns
Marketing Consultancy
Market Research
Surveys
Test Marketing
Product Launches
Press Releases
Outdoor Advertising
In shop displays
Point of Purchase
Printing
Packaging
Publishing
Brochures
Sales Literature
Product Catalogues
Radio Jingles
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Ad Films
T.V. Spots
Sales Promotion
Exhibitions
Etc. . . .
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Every research study needs certain objectives which gives the study is parameters
and a defined framework. Lack of this framework results in the project becoming
vague and it then becomes very difficult for the reader to find out what the
The world of advertising has changed significantly during the past decade. Now
there are various media available other than the traditional print media and hence
Thus it has become necessary to know what an ad agency is all about and what
goes on behind the making of an ad, the choice of the media and the message
behind the ad. Also we live in the age of the internet. Today internet has become
an inseparable part of the human life. The use of the net is growing and at a
tremendous pace. Thus it is imperative for any company who wishes to make its
Background
Advertising is a communication link between the seller and the buyer or the
consumer. It does not simply provide information about products and services but
emotion. Advertising as a part of the total marketing mix influences the sale of the
product. Together with the product or brand, price, channel of distribution and
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personal selling, advertising attempts to reach the marketing objectives. Right
advertising is as essential as the right product, the right distribution channel and
personal selling.
Primary Objectives
Secondary Objectives
25
Sources of data collection
The primary source of data is based on my observation during the project study.
The secondary source of the data is from various books and web sites.
This project offers insight into the working of a modern day Ad agency. It also
sheds light on the process that is carried out during the making of an Ad and the
execution of the media plan. Also this project offers a look at online advertising.
26
The research design is descriptive. I have described the observations that I have
made during the project study. The data has mainly been collected by asking
questions to the concerned people and from various magazines, books, and web
sites.
President
Media
Art Marketing Accounts
Department
Department Department Department
The art department of Mona ads consists of 11 artists and 2 copywriters and they
boast to be (and I have found rightfully so) one of the best creative teams in Pune
city. This department is the most favored and pampered. This team is responsible
for the creatives*. The work of the artists begins after the marketing executive
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visits the client and brings a brief* about what the client wants to project in his ad.
The marketing executive then relays this information to the artist and accordingly
the artist gets to work. The artist uses images that are downloaded from the net. At
times they create the ad using calligraphy*. All the advertisements are created in
coral draw*. Then the artist gives the printout of the creative to the marketing
executive. On receiving approval from the client the artist then converts the cdr*
file into a pdf* file and loads it on the computer of the media department so that it
can be sent to the respected publication. Their work does not end here. They have
to maintain backup* files for every creative they make even though the ad has
The department of media is perhaps the department that has the most difficult task.
This department draws up the schedule for the ads to be released in the papers and
other media. This department also co ordinates the dead lines for the creatives to
be submitted by the artists for particular ads. This department has to maintain
relationship with all the publishing companies such as the Times of India, Indian
Express, Sakal, Lokmat, etc. The media people maintain the rates of the ads, the
day of release and the size and the position of the ad.
They also suggest the client regarding the media to be used to allow maximum
exposure and response. The media department on receiving the approval from the
client regarding the schedule and rates send a release order* to the publishers.
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Theirs is a very complicated job as they have to handle the confusing task of
releasing the right ads of the right client on the right day and in the right
publication. There have been times when a client has refused to pay for the ad as it
was not in the position which he had asked for. The media people also have to
negotiate with the publishers so as to get the best deal for the client. In addition
The marketing department is a very lively department. At the moment the strength
interesting as they are the ones who act as a link between the client and the
agency. The marketing executive visits the client and discusses with him regarding
the product or the service that the client wants to advertise. He also suggests the
client, the media that the client can employ to get maximum results. At times he
also discusses the strategies that can be put into action to ensure that the objective
of the client is fulfilled. It is the marketing people who bring this brief from the
client and relay it to the artists so that they can work on the creatives. It is these
people who communicate to the media department about the media chosen by the
client, date of release of the ad and the duration during which the client wants the
ad to appear. They also communicate to artists and the media department the size
of the ad and incase of print ads if it is color or black and white and the language
in which the ad is to be published. After the artists have created their work, the
29
executive takes this work to the client and gets the approval or else if there are
some changes communicates them back to the artists. It is also the job of this
department to deliver the bills and recover the money for the same from the client.
The accounts department generates bills according to the release of the ads of the
record of the dues and the payments that the agency has to make to their
publishers and associates. They also do revising of the bills incase of any
discrepancy*. This department also takes care of the salaries of all the employees
at Mona and all the other financial factors like income tax, sales tax, etc. for Mona.
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A] PRESS ADS
These are released not only in the news papers but also in various
magazines
B] HOARDINGS
31
Hoardings are those ads that are the part of outdoor advertising
recall
C] BROCHURES
32
33
A brochure is a booklet that gives information regarding the product or the
service
project would carry all the details regarding the project, the amenities
34
D] LOGO DESIGNS
35
A logo is an emblem of an organization
It is used by the firm on all its material beginning from the visiting cards to
36
A FEW FACTS ABOUT PRINT ADS & OTHER MEDIA
2) The width is measured in columns where one column is equal four centimeters
3) Only the width of the classified ads is always fixed at three centimeters
Display ads
Appointment ads
Classified ads
Pointers
Ear banners
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6) Display ads are just for the display of the goods or services that the client has to
offer
7) Appointment ads are those ads which communicate the requirement of a client to
the masses
8) Classified ads are small ads which can be used for both display or to communicate
requirement
9) Pointers are small ads usually at the left hand side corner of the front page on a
10) Ear banners are those ads which are on the top corners on the newspapers` front
page
12) A jingle is measured in seconds and the standard is of a ten second spot
13) The client can order for any number of spots to be played per day for the duration
that he wishes
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TRENDS IN ONLINE ADVERTISING
Before we get any further with the details in online advertising lets learn some
basic facts about the internet & the usage pattern in India . . .
What Is Internet??
One of the greatest things about the Internet is that nobody really owns it. It
These networks connect together in many different ways to form the single
The Internet can powerfully leverage your ability to find, manage, and
share information
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Never before in human history has such a valuable resource been available
India-Key Facts
India currently has around 50 million Internet users with a growth rate of
40-50% YOY
per Month.
Ecommerce in India expected to touch Rs. 1,180 crores for year 2005-
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Newspaper=8% National Network News=5%
Easy information access across segments has made the medium extremely
popular
fulfillment tool
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How does online advertising compare to offline advertising?
demographics to targeting.
Cost
Targeting
Control
Speed
Midstream tweaks
42
Key Takeouts
going to be the next big thing to seriously vie for advertising budgets of big
brands
fulfillment tool
With average internet usage of over 300 minutes per month per person, its
taking some quality time away from other offline mediums like print &
television
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NOW LETS TAKE A LOOK AT THE TRENDS IN ONLINE ADVERTISING IN
INDIA
While most advertisers are still focusing on the traditional advertising media,
the target audience is rapidly moving to a more dynamic and interactive medium
- the Internet.
About 93% of the 28 million online Indians today belong to the age group of 18-
45 years, which has the maximum buying power - your prime TA.
What's more, the Indian online population is estimated to be 100 million by 2007-
08
Online Ad Market
42 107 162 218
(Rs. Crore)
44
% share of Online Ad Revenue across Categories
Automobile 9% 11%
Consumer Durables 8% 9%
FMCG 7% 9%
Entertainment 4% 7%
Telecom 2% 6%
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Online Services (Personal) (Matrimonial, Job Placement, Personalized Travel
44% of Internet users believe that a film's online participation influences their
judgment in watching a movie reinforcing the need for movie houses to be present
online.
73% of Internet users spend less than Rs 500 on a visit to the cinema indicating an
affluent demographic. The 18-35 age groups are the biggest spenders.
33% of Internet users have a penchant to buy movie merchandise online & this
frequency is likely to grow as we are reaching to households owning DVD Players
& Recorders (35%), VCD Players (56%)
47% of Internet users would pay for mobile content like alerts, ring tones,
wallpaper etc.
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ONLINE AD UNITS
Till now we have seen the trends in online advertising. We have also seen the
benefits of the same. The units of ad that is online are different from the units of
off-line ads. As we have already seen the various components that are required in
classified, etc. Similarly it is important to know where and when and how will
to have the core knowledge about the internet or online advertising units.
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Left Navigational Banner
Top Banner
Tower Banner
Section banner
Inbox Banner
Login Logout
Monster Banner
Hot Links
Bottom Slug
Shoshkele
Frame spots
Interstitial
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We have already seen the trends in on line advertising. On the basis of that I have
Below given are a few most popular items that are bought online and their trends.
1. Apparels
2. Home Appliances
4. Railway Tickets
5. Magazines
6. Electronic gadgets
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1] Apparels
Online Apparel sales, just like its offline counterpart, is supported by Multi
Branded outlets (MBOs) online, with their value offering and details catering to a
The 18-35 age groups are the highest purchasers of Apparel online, accounting for
79% of purchases with the lion’s share of 50% falling in the 26-35 age groups.
Apparel Demographics
50
By Age
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2] Home Appliances
The 26-35 age groups are the highest purchasers of Home Appliances online
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By Age
53
3] Computers & Peripherals
The 18-35 age groups are the highest purchasers of Computer and Peripherals
online accounting for 73% of purchases with a greater share of 48% falling in the
By Age
54
4] Railway Tickets
group that buys tickets on line is 18-35 with 26-35 contributing a lions share of
47%
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By Age
5] Magazines
The 18-35 years age group is the highest purchaser of Magazines online
accounting for 68%% of purchases with a lion's share of 47% falling in the 26-35
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By Age
6] Electronic gadget
74% of Electronic Gadgets are being bought by 18-35 year age group, with the e-
By Age
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During this project study I have found many interesting facts that I have listed
below. These findings are based on the observations made during the project study
3. There are various other media available to the client for advertising other
4. The major problem that the agency faces today is that of collections.
58
5. The clients do not pay money in time despite the 30 day credit limit
department
8. The number of online population has grown to 100 million and is growing
by the minute
10. On line transactions have doubled and are expected to keep growing.
Though the on line advertising is catching rage the publishing medium does
not have to worry too much. The publishing medium remains by far the most
During this project study I have observed that a few things that need to be
changed. The agency is facing two major problems viz manpower and collections.
Thus I have made a few suggestions which could help to solve the agency’s
Suggestions
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The agency is facing the problem of manpower in the media and the
of people so that the work can be carried out more efficiently and quickly
Also the additional benefit would be that the work would be properly
To solve the collection problem of the agency one thing that can be done is
Or yet another idea that can be implemented is that the agency could take
half the amount before the release of the ad and the remaining amount after
the release of the ad so that at least not all the money is blocked by the
client
Also looking at the on line advertising trends I feel that this is the right
It should start offering their clients this medium of advertising along with
Conclusion
It was very interesting to be able to see the behind the scenes action and drama
that is the part and parcel of an ad agency. One always sees the ads in the papers
or listens to the jingles on the radio yet very few of us realize the amount of work
60
that is put behind every individual ad. I am glad that I got this golden opportunity
There is still a lot left to learn and a vast area to be explored. I feel as if I have just
touched the tip of the iceberg and I am sure that such is indeed the case.
Every project work has a few limitations and this project is no an exception.
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The findings and suggestions have been based on the observations made
A more detailed study could not be carried out due to the time constraint of
two months
The facts figures are not completely accurate as they are updated regularly.
Books:-
1] Foundations of Advertising
(Chunawalla& Sethia)
2] Marketing Management
(Rajan Saxena)
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Web site:-
www.iamai.in
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