A Study On Marketing Communication at Marketing Advertising Research Solution

8/2/2019 A Study On Marketing Communication at Marketing Advertising Research Solution

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A Study

On

Marketing Communication

Of

Marketing Advertising Research Solution (MARS)

Submitted To: Submitted By:

Indra Shrestha Narayan Sharma

(Faculty Member) Bebina PradhanBikki Thapa

Manoj Bogeti

Anil K Jha

Modern Nepal CollegeBagbazar Katmandu

Nepal.



Votes of Thanks• We would like to express sincere thanks to our respected

teacher Mr. Indra Shrestha for his guidance and support for thepreparation of this report.

• We want to give a lot of thanks to Mr.Santosh Shrestha (Chief Executive Officer) of Marketing Advertising Research Solution(MARS) Pvt. Ltd. and Ms Neena Shrestha , Ms Lalita Nakarmi ,Mr. Rajan Maharjan, Ms Nirmala Dhakal, and Ms Jyoti Acharyafor providing the relevant data for the preparation of this report

• We also provide thanks to all the teachers, friends andmanagement of the college for their cooperation and help toprepare this report.



Introduction to Project

Work Project works are done mainly for the purpose of finding some underlying

factors regarding to certain aspect of organization.

It helps students and other interested people to fulfill their courserequirements and the concerned organization to know about their god as

well as bad position.

They may get valuable suggestions with the help of this project report.

This project work is mainly concerned with the introduction, functions,organizational structure and finding the major problem regarding one of the

top and famous advertising agencies, Marketing Advertising Researchsolution (MARS) PVT. LTD.

This project is more helpful for us to complete the requirement of ourcourse – “Marketing Communication”.

This project is helpful for all who are interested in this subject andparticularly MARS.



Background of Project

Work As we know that, BBA program is practical subject. Students of this field

should submit project report in every semester because it is directlyrelated to the application of theoretical knowledge we gained intopractical world.

This report is submitted for the partial fulfillment of the requirement forBBA 6th semester Marketing Communication.

Indra Shrestha our concerned teacher provides basic idea for thepreparation of this project report.

It is more about the growing field of new innovation in knowledge andexperience and globalizes advertising business competitive world.



Objectives of the Study Fulfilling the requirement of marketing

communication and advertisement BBA 6th semester.

Identifying, evaluating and analyzing the differentaspects of advertising agency.

Identifying the structure of advertisement agencyand how each department are coordinated for the

development of advertisement.

Finding out the problem of advertising agency.

Suggesting to solve the problem



Significances of the study First of all we will ourselves be benefited because we

learn about how to collect data, prepare report andhow to present in front of the mass.

Our classmates will get knowledge about thestructure and operation of Nepalese advertisingagencies.

This report may be the reference to our juniors forcollecting such type of information, so they will alsobe benefited indirectly.

This field visit helps in the promotion of MARS, so

agency is also benefited too.



Limitations of the Study As we visit MARS, we have to be awaited for more than two

hours to meet the respective person for data collection, but wecan’t meet him that day.

In our second visit, we can’t reach to the agency at the timeappointed by the agency because of student movement againstinflation, which create us the problem too.

Our interviewee, CEO of MARS is a teacher of another college,so he goes through theoretical perspective rather than MARS

perspective.

Due to continuous exams and limitation o time, we cant preparethe report in time.



Research Methodologies

We had use interview method for collecting most of

the data from Marketing Advertising Researchsolution (MARS) PVT. LTD.

We had also use Questionnaire method for data

collection.

We had collect data from telephone talk also.



Concept of Organization of

Advertising Business Advertising is an important tool of market promotion.

It is the function of marketing and pushes the product into market for bigger sales.

When a firm has decided upon an advertising program a part of its overall program mix, itneeds to have a system and an organization to implement it for the attainment of thedesired objective.

Firms do have an advertising publicity department to manage the advertising function.

The advertising department is merely a liaison point in the company for the agency,

though it is responsible for the advertising budget and supervises the performance of theagency.

Almost Every business undertakes advertising. Advertising agency constitute an integralpart of advertising business.

Other institutions are facilitation institutions, media, advertiser, research agencies. Press,etc.



Organization of Advertising

BusinessAdvertiser

Advertising

Agencies Facilitating

Institutions Media Target

Audiences



Advertisers Advertisers are the important and core of the

advertisement system who provide financial resourceto create and lunch the advertising campaigns.

They may be marketing firms, resellers,governments, social groups and individuals.

Examples: Unilever (for health care products), Surya

Nepal (Cigarettes), Bottlers Nepal (Cold Drinks), etc.



Advertising Agencies Advertising agencies work between advertisers and

Medias.

The main role of Advertising agency is to createadvertising materials and place them in the media.

They handle overall marketing and brandingstrategies and sales promotion for its clients who can

be hires for one time advertisement or for continuousadvertisement of products and services.

Examples: Thompson Nepal, Media Hub Pvt. Ltd.,Marketing Advertising Research Solution (MARS), etc.



Media The third component of advertising business

constitute of media which facilitate to expose theadvertisement to the target audience.

Above-the-line media

Below-the-line Media



Facilitating Institutions Facilitating instructions assist the advertisers and

advertising agency in the development of advertisement.

They include market research agencies, modelingagencies, painters and artists, printing press andmovie companies.



Target Audience All advertisements are targeted at target audience.

The major role played by audience in theadvertisement business is to view, read and listen theadvertisement in the various media and givefeedback in term of reactions and actions.

The reactive role of audience comes in the form of comment, suggestions, and feedback.



Introduction to Advertising Agency

The advertising agency works between theadvertisers and the media.

The main role of an advertising agency is to create

and produce advertising materials and place them inthe media.

The importance of advertising agency has beengrowing over the years due to the need to develop

more creative advertisements. There are various types of advertising agencies,

some work as agents for the media and perform thework of placing advertisements in various media on acommission on sales basis.



Roles of advertising agencies

Creative:

Production

Media planning and scheduling

Financial

Support services



Types of advertising agencies

Media agents or independent

Medium-sized agencies

Full-service agencies



Functions and Services of advertising Agency

Functions: Planning

Preparing Placing

Services: Service to Clients Service to Media

Service to Society

Organization Structure of Advertising



Organization Structure of Advertising

Agency

Chief Executive

Officer

Account

Management

Department Account

planning

Department Internal

Service

Department Media

Planning

Department

Traffic

Department Creative

Department Print-product

Department Human

Resource

Department Finance

Department



Role of AdvertisingManager

Planning and Budgeting

Implementation

Hiring Advertising Agency

Coordination and Information

Measurement

Creative Thinking



Function of AdvertisementManager

Advertising Functions: Determining the Advertisement Objectives

Preparing Advertisement Budget Selecting Advertising Agency

Design Advertising Strategy

Supervise the Creative Process

Arrange for Release

Evaluating Ad Effectiveness



Managerial Functions Administer Advertising Department

Coordinate with Other Department

Undertake public Relation

Control Advertising Expenditure



THINKING DIFFERENT PERSPECTIVES

MARS

ar e ng ver s ng



ar e ng ver s ngResearch solution (MARS)PVT. LTD

Marketing Advertising Research Solution (MARS) wasestablished in 2003.

It is one of the members of the Advertising Association of Nepal (AAN). AAN is apex body havingmore than 100 members associated.

MARS is one of the active members of AAN dedicatedto develop professionalism in the field of advertising.



Objectives of MARS

Creating growth

from

simple

innovative Ideas



Other Objectives

To develop professional in the advertising sector.

To be pioneer in the field of the advertising.

To motivate young in the field.

To cater every needs of customers in Mass Media advertising withcreativity & media consultancy and research.

To combine concrete and well heeled experience from top Ad. Agencies

of Nepal and abroad to substantiate vision of customers

To have a deep understanding of diverse needs of our clients andmake every effort with effort with professional diligence for excellentresult.



What MARS Offer?

Strategic Planning and Conceptualization.

FM Networking throughout the country.

PR Campaign

Media Planning and Execution.

Media-production/supervision.

Grass-root level interactions with Target Audience.

Focus Group Discussion



Awards

Star FM 95.2 MHZ, Ktm. Kalika FM 95.2 MHZ, Chitwan Metro FM 94.6 MHZ, Ktm. Radio Birjunj 99 MHZ, Birjunj Annapurna FM 93.4 MHZ, Pokhara Radio Narayani 103.8 MHZ, Birjunj Synergy FM 91.6 MHZ

Pratidhowoni Media P. Ltd. 97 MHZ, Daman Crity Award



Organizational Structure

The organizational structure or organizational chartof MARS can be divided into various departments.Each department has its own objective, functions and

roles to perform to contribute to the main objectiveof the organization.

The structure of MARS is just like a functionalmanagement.



Team of MARS

• Client Service Department 5

• Creative Department 5

• Media Department 3

• Research Department 3

• Business Development Department 2

• Finance Department 2

• Administrative Department 2



Infrastructure Of Mars



Organizational Chart

Chief

Executive

Officer (CEO)

Creative

Department

Media

Department

Research

Department

Business

Development Finance

Department

Client

Service

Department Administrativ

e Department



Client Service Department

This department acts as a bridge between clientsand agency.

All the works of the agency begin from thisdepartment.

It deals with the client and distributes the work tothe department which can be solving the problemof the clients. This department deals with all otherdepartment. So to handle this department oneshould have general knowledge of all other

department.



Functions:

This department identifies the requirement

of the client and act accordingly.

It coordinates with other department to

fulfill the requirement of client.

This department acts as a bridge betweenclients and agency.



Creative Design Department

The major functions in this department are relatedwith visualization, copywriting, production and traffic.

This department accepts the orders as input fromclient service department and act according torequirement.

This department is mainly responsible to createanalyze and design the raw concept into processedform.

It decides which design should be used to attract

client, which method and tools should be used, which



Functions:

Collection of matters

Concept development

Use of color, photography, illustration, and textstudy about new concept and generation of newcreative idea for best design

Functions related with copywriting





















Revenue Department

This department is mainly responsible for revenuecollection. It deals with client and decide how andwhen to collect revenue.

The department accepts bills forwarded by mediaand other department and make proper contactwith customers to collect revenues.



Functions:

Billing works

Relationship management

Record keeping

Collecting money



Accounting and FinanceDepartment

This department is also called account servicedepartment.

It has account executive who handles the jobs of

different clients’ (Account). Account executives are the link between the

advertising agency and client. The main function of this department is service sells

and purchase.

It is also responsible for proper record keeping,accounting and financial planning and otheradministrative work of department.



Functions:

Sales and purchase of service

Record Keeping

Administrative function





Functions:

Media Planning

Media Placement

Release ad to media

Purchase of time and space

Maintain Relation



Research Department

Research department is responsible for conductingcommercial and social research program.

They perform research not only for business but alsofrom social organization like NGO and INGO oncontract basis.

The research division in an advertising agencyconducts various types of advertising tests andresearches. Research includes concept testing, copytesting, conducting, tracking studies and measuringadvertising effectiveness.



Business DevelopmentDepartment

This department is the head department havingcoordination and network with all other departments.

It performs top level works as well as general levelsin the department.

It approaches to major clients, make contact with

the contact, generate business and present profilehunt potential client.

It also performs major administrative works and hasa control and coordination over all otherdepartments.



Functions:

Business generation

Profile presentation

Hunt potential client

Administrative function



Advertisement DevelopmentProcess

Deal with client

Assign to Creative department

Assign to client service department

Assign to media department

Revenue Collection, Accounting And Feedback Collection



Skills Required by Advertisement Manager

Brain Storming ie idea generation

Overall management of advertising agency ie POSLC

Dealing with work team effectively for thedevelopment of advertisement.

Prompt and right decision making

Motivating the employees for their betterperformance

Mediating with business organizations



Challenges and Issues

Unhealthy competition

Lack of professional manpower

Unnecessary discount and offer

Lack of sufficient budget

Competition from Indian market

Weak government policy

Mentality of Public/clients Political instability



Roles/Functions of Advertisement manager

The main role of advertisement manager is to manage theagency effectively and efficiently.

He is also responsible for overall planning, organizing, leading

and controlling of the agency.

He provides direction to all the departments ie client-service,media, creative, finance, etc.

After preparation of advertisement, he is responsible for

selection of appropriate media for release it.

He should play important role in maintaining good relationwith the business organizations as well as the media



Major Clients

Agni Incorporate

Ambe Cement

Asian Life Insurance

Clean Energy Development Bank

Cosmic Education

Morang Auto

Sangrilla Development Bank

Unique Finance

Spice Nepal

Air Floor



Conclusion

Every business organizations undertake advertisement as an important tool for the coverageof large market at a particular point of time for promotion of their business.

It is organized method of mass communication to inform, persuade, remind and reinforce

target customers about the product.

Advertising agencies create and produce advertising materials and place them in the media.

The importance of advertising agency has been growing over the years due to the need todevelop more creative advertisements.

Media plays the important role for facilitating to expose the advertisement to the targetaudience.

All advertisements are targeted at target audience. The major role played by audience in theadvertisement business is to view, read and listen the advertisement in the various media andgive feedback in term of reactions and actions.



There are numerous advertising agencies in Nepal; among them MARS is one of the top advertising agency.

It works as a team for the creation and development of any advertisement.

The overall structure of MARS is divided into major seven departmentsincluding; client service department, media department, creative department,etc.

Each department has its own objective, functions and roles to perform tocontribute to the main objective of the organization.

Due to Unhealthy competition between the agencies, lack of professionalmanpower, lack of sufficient budget, competition from Indian market and weak government policy, MARS has to face a lot of problems.



References

S.A. Chunawalla and K.C. Sethia Foundation of Advertising

Agrawal G.R. Marketing Communication and Advertising

Koirala K. D. Marketing Communication and Advertising



Thank you

Documents

A Study On Marketing Communication at Marketing Advertising Research Solution