Asads Iman Ad_12

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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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