1.

ADVERTISING
The American Marketing Association, defined advertising as any paid form of non-personal presentations of idea, goods or service by an identified sponsor.In other words we can say that Advertising is brand building through effective communication.

1.1 INTRODUCTION:
The purpose of the study was to analyse which parameters determine advertising agency-client relationships of EYEADS. Advertising agency should have a good relationship with clients to have a longer life. This study helps to know the opinion of present clients and how are they reacting to the works done by the agency. It also considers the opinion of potential clients of EYEADS and their expectations from an agency and helps the agency in providing the suggestions to obtain more no. of clients. Study of the different functions of the advertising agency have also been clearly studied in this , This study also helps in knowing the view of general public over the advertising .

1.2 INTRODUCTION TO ADVERTISING AGENCY 1.2.1 DEFINITION:

The American Association of Advertising Agencies defines ad agencies as An independent business organization composed of creative and business people who develop, prepare and place advertising media for sellers for their goods and services . The global market has expanded manifold in the last few decades. More and moreproducts are being launched practically everyday. The companies are engaged in cutthroat competition to highlight their products to the forefront. Herein enters theglamorous field of advertising. Advertising is actually brand building through effectivecommunication and is essentially a service industry. This requires the help of the

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mediato reach more and more people to communicate brand effectiveness and here advertisingagencies comes picture. The role of advertising agency has been accepted because it provides specialist services to the companies, which have inadequate services of experts for the promotion of their goods and services. Many institutions have established the services of advertising agencies to make their products and services known to the potential consumers. 1.2.2 HISTORY The Indian advertising industry had a slow start and got its first boost during the Second World War. With the British personnel having to join the armed forces, opportunities opened up for Indians in this new talent-intensive business. Then followed a brief interlude of uncertainty in the years immediately following Independence. The launching of the First Five-Year Plan and more so the Second Five Year Plan, with the accent on rapid industrialization, gave an impetus to the growth of advertising agency business in India. By 1952 there were 109 advertising agencies in India with a total turnover of Rs 3.5 crore. By 1967, the number of advertising agencies had increased to 279 with a total turnover of Rs 35 crore.

The Indian advertising industry has really come' into its own with the growing liberalization of the economy since the mid-eighties. According to the fourth agency report of the journal Advertising and Marketing, the Indian advertising industry grew by 36.5 per cent in 1992-93, far outpacing the growth of Indian industry. What is significant, however, is that three of the top four advertising agencies in India continue to be subsidiaries of international advertising agencies-Hindustan Thompson Associates and Lintas India being the first two, and Ogilvy & Mather being the fourth.

What is more with the new interest of many national corporations in the Indian market, a large number of international advertising agencies have entered the Indian advertising industry in collaboration with leading Indian advertising agencies. This is the process of globalization of Indian advertising agency business. This is opening up new 2|Page

opportunities for Indian advertising to assume greater responsibility and serve everywhere in the world and gather experience of global marketing and advertising.

It is interesting to note that advertising departments of the manufacturing and marketing organizations have not expanded very much during these years of growth of the advertising industry. As business has grown, so has the number of advertising agencies. The new advertising agencies that are coming up are also growing very rapidly. A number of them have found their place among the top 25 advertising agencies. It is clear that advertising agencies have been bearing the major burden of the expansion of advertising in India. In the process their scope of activities has increased considerably.

The larger advertising agencies have even set up their subsidiaries within the country and some of their specialized services have branched out as separate companies. It is obvious that, even with the uncertainties involved in the process of rapid integration of India with the global economy and predominance of the often unpredictable free market, the advertising agency business in India is on the road to rapid expansion and modernization. This is boom of the compulsions of the fast-emerging battle of international brands for the burgeoning Indian market of consumption-hungry middle class. Indian economy is on a boom and the market is on a continuous trail of expansion. With the market gaining grounds Indian advertising has every reason to celebrate. Businesses are looking up to advertising as a tool to cash in on lucrative business opportunities. Growth in business has lead to a consecutive boom in the advertising industry as well. This is primarily because of the reason that the industry offers a host of functions to its clients that include everything from start to finish that include client servicing, media planning, media buying, creative conceptualization, pre and post campaign analysis, market research, marketing, branding, and public relation services. Keeping in mind the current pace at which the Indian advertising industry is moving the industry is expected to witness a major boom in the times ahead. If the 3|Page

experts are to be believed then the industry in the coming times will form a major contribution to the GDP. With al this there is definitely no looking back for the Indian advertising industry that is all set to win accolades from the world over. Therefore for more information on Indian advertising, advertising agencies, marketing and advertising The Indian advertising industry is talking business today. It has evolved from being a small-scale business to a full-fledged industry. It has emerged as one of the major industries and tertiary sectors and has broadened its horizons be it the creative aspect, the capital employed or the number of personnel involved. Indian advertising industry in very little time has carved a niche for itself and placed itself on the global map.Indian advertising industry with an estimated value of es13, 200-crore has made jaws drop and set eyeballs gazing with some astonishing pieces of work that it has given in the recent past. The creative minds that the Indian advertising industry incorporates have come up with some mind-boggling concepts and work that can be termed as masterpieces in the field of advertising.Advertising agencies in the country too have taken a leap. They have come a long way from being small and medium sized industries to becoming well known brands in the business. Mudra, Ogilvy and Mathew (O&M), Mccann Ericsonn, Rediffussion, Leo Burnett are some of the top agencies of the country. A new study by media agency Zenith Optimedia, part of the French advertising conglomerate Publicis Groupe SA, has forecast 9% growth for Indias advertising industry for this year. The agency has also upgraded its forecast for global advertising industry growth from 0.9% to 2.2% for 2010. The survey said the Indian economy withstood the test of global slump and grew at 6-7% in 2009. However, the advertising market reacted sharply to the downturn and grew only at 1% during the year. But recovery has been swift and Indias advertising industry will outperform most other markets in 2010. According to Zenith Optimedia, the total ad expenditure for India is projected to touch Rs23,631.9 crore this year. In 2009, the ad expenditure was Rs21,602.5 crore.

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Newspaper advertising, which grew 5% in 2009, is likely to see 7-8% annual growth this year. Rising literacy levels and better distribution in the regions are steadily improving the reach of newspapers. The survey also predicts a healthy 11-12% growth for television in India riding on the digital wave and advertising opportunities offered by the new larger than life entertainment formats. Sports is growing in popularity, thanks to the success of the Indian Premier League (IPL), and this trend is likely to continue as the country hosts the Commonwealth Games this year.

CHAPTER-2
2.1 ABOUT:

EYEADS PVT. LTD

In this constantly changing media world where the consumer has more power than ever to choose and influence marketing communications, Eye Ads understands the necessity to question, with the motivation to innovate and the courage to differentiate. We keep ourselves on the leading edge of emerging trends, striving to push the established boundaries and keeping ourselves abreast with the leading and changing technologies. 5|Page

2.2 HISTORY:
EYEADS was established in 1989 in Hyderabad and it was extended to different parts of state and one branch in Delhi too. Sub caption of the agency is ENHANCING IDENTITY which indeed is very attractive and encouraging. Eye Ads was founded in 1989 out of intense passion and determination to write a new history in Advertising. Now, standing after 20 years, its not a simple history we scripted but a stunning saga of success with a strong foundation. The consistent expansion over the years has never been easy. It was a cut-throat situation out there. But we bravely faced it even when the market conditions were not so friendly for growth. We walked through the tough ways. And today, we are one of the fastest growing advertising agencies in Andhra Pradesh. We have come all the way with our commitment and loyalty to the brands we build.

2.3 COMPANY STATEMENTS: Vision:

To be intellectually strong. And intrinsically different.

Mission:
Providing a seamless and pervasive integration in the field of communication.

This is:
>> An INS (The Indian Newspaper Society) accredited advertising agency. >> Registered with All India Radio and Doordarshan Kendra >> Empanelled with Department of Information and Public Relations, Government of Andhra Pradesh. 2.4 CAPABILITY: What drives Eye Ads is more than just the service and the Big Ideas. These are at the heart of everything we do. We bring wide varieties of skills set together. We have a team of highly qualified and experienced concept cre- ators, creative directors, art directors, copywriters, graphic designers, sound engineers, videographers, photograph6|Page

ers, editors, special effect technicians and multimedia professionals who live every moment in advertising.

2.5 Brand Matrix Recommendation

2.5.1 One-to-One
1.Direct Mail 2.Brochure 3.Literature

2.5.2 One-to-Many
1.Events 2.Exhibitions 3.Presentations

2.5.3 Many-to-Many
1.Brand awareness 2.Newspaper and Magazine Advertisements 3.Television 4.Radio 5.Outdoor Media 6.Promotions

2.5.4 Market Penetration Plan

1. Rural & Urban reach activation 2.Market Research

2.5.5 Perception Management

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1.Public Relations 2.Public Image building exercise 3.Corporate Social Responsibility

2.6 360 degrees

1. Brand image building 2. Brand sustenance building 3. Brand Perception manage 4. Corporate Identity Programs 5. Brand enhancement, value programs

2.7 PERCEPTION:
Effective communication is 20 per cent what you know and 80 per cent how you feel about what you know. Our endeavour is to make the Vital Connect at various points in customers brand cycle, as well as connecting with the target audience providing high recall of the brand at various points in the communication matrix.

Technologies
After more than two decades in the advertising, we are still excited, still wonderstruck by evolving technology to reach the consumers. All our teams are ably supported by latest software with high end computers and networking gadgets. We never compromise equipping ourselves with advanced tools to satisfy your requirements.

2.8 TYPES

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2.9 DEPARTMENTS:

EYEADS

CRETIVE

MEDIA PLANNING

MARKETING C-S

PRODUCTION

ACCOUNTS

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MAJOR FUNCTIONS OF DEPARTMENTS IN EYEADS:

Client Service The success of an ad agency depends on the quality of its customer relations . A client service manager is in charge of keeping the customers satisfied and loyal. Creative Department -The people who create the actual ads form the core of an advertising agency. Modern advertising agencies usually form their employee with several years of experience . copywriters and art directors into creative teams. Creative teams may be permanent partnerships or formed on a project-by-project basis. The art director and copywriter report to a creative director, usually a creative Account Services -The account executives need to be sufficiently aware of the clients needs and desires that can be instructed to the agencys personnel and should get approval from the clients on the agencys recommendations to the clients. Creativity and marketing acumen are the needed area of the client service people. They work closely with the specialists in each field. Media Services -The media services department may not be so well known, but its employees are the people who have contacts with the suppliers of various creative media.

Production The production department, in essence, ensures the TV commercial or print ad, etc., gets produced. They are responsible for contracting external vendors (directors and production companies in the case of TV commercials; photographers and design studios in the case of the print advertising or direct mailers).

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CHAPTER-3 PURPOSE OF THE STUDY OBJECTIVES,FUNCTIONS, LIMITATIONS,REVIEW OF LITREATURE 3.1 OBJECTIVE 3.1.1 PRIMARY: 1.Study on opinion of present and potential clients of EYEADS. 3.1.2 SECONDARY:
1.Study of functions of an advertising agency(EYEADS). 11 | P a g e

2.360 degree advertising in EYEADS. 3.Understanding of general public interest in ads.

3.2 FUNCTIONS OF AGENCY:

The advertising agencies plan, prepare and place ads in the media. To work alongside the clients to develop and sustain the brands that they mutually serve . Consumer understanding and insight and through creative and media delivery skills to provide best advice and best execution for advertising . The role of advertising and the advertising agency is to help effect this transformation from product or service to brand by clearly positioning the offering to the consumer Advertising agency communicates the brands personality to the target audience Makes consumer connection with their clients and media . Talent & Creative productions Provider of talent, innovations and uniqueness. The creative efforts of the art director, the detailed analysis of the research director and the political understanding of the campaign director, are just a few examples of the many abilities of Ad Agency personal have to offer. information collected from the client and through research and designing communication material in the form of advertisements and other publicity material Information collection from the client ,research and designing communication material in the form of advertisements and other publicity material . Research: The second function of an Ad agency is research. In order to distribute the message to the public successfully, the agency must first know all that it can about the product . Distribution & Media planning-decide what type of message you will create for the company and what media will be most helpful in sending this message to the public. Monitoring Feedback -By monitoring consumer feedback, a decision on whether to revise the message, the medium, the target audience or all of them can be made

3.3 LIMITATIONS OF THE STUDY

Opinion of clients will be biased at times. 12 | P a g e

Clients are not aware of the importance of study. Since sample is taken only from limited clients we cant generalise it. Sample is taken from clients based on convinence.

3.4 SCOPE OF THE STUDY

Scope of the study is conformed to the present and potential clients of EYEADS. Scope of study is conformed to general public.

3.5 REVIEW OF LITERATURE In Confessions of an Advertising Man, David Ogilvy explains the rules in which he has used to create one of the most successful advertising businesses in the world. Hegoes through different areas with their own set of rules. He talks about all areas of advertising from how to get the clients that you want to how to write creative advertisements to how to take a small company and turn it into a powerful entity. Not only does he go through and explain all the rules which he has used, he also uses real life experiences to prove that he has implemented the rules and that is why he has risen to the top of the advertising world. This is basically a how to guide as to what it takes to make it in the business, and tactics that have proven to work in business situations David Ogilvy

Advertising agencies, as communication professionals, should use best practice activities for promoting themselves to attract new clients. Presents the results of a survey of executives from the top advertising agencies in Australia to determine the activities the agencies use to promote themselves. Overall, it was indicated that personal contact and positive recommendations of satisfied clients were perceived to be the most effective for winning new clients. Other activities perceived to be effective were: responding to requests for new business presentations, publicity on recent successful campaigns and winning industry awards. David S. Waller

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Revised Performance Theory explains changes in the ways trust evolves before and during different stages of client-ad agency relationships. Specific trust-creation strategies for agencies are recommended over the different stages and are linked to sources of trust that correspond to agency structural characteristics. Alerting agencies as to how to exploit their structural characteristics and improve their interorganizational legitimacy enables them to strengthen client trust and improve client-ad agency relationships. Mark Davies While the concept of integrated marketing communications (IMC) is widely acknowledged in the literature, research on potential barriers to its implementation is relatively scarce. In particular, the possible significance of interagency politics and conflicts of interest has received little empirical consideration. This is perhaps somewhat surprising given the generally acknowledged proposition that marketing budgeting is largely a political process. This paper describes an exploratory study of leading Australian public companies and investigates the relationships between perceived agency politics, conflicts of interest and IMC orientation. The findings suggest that the salient conflict of interest is between advertising and public relations firms. The limitations are discussed and directions for future research offered. Michael T. Ewing

A rapidly expanding base of theory and practice reflects the increased emphasis being placed on initiating, building, and maintaining close business relationships. Research on advertising agencyclient relationships has been less complete with the focus being primarily on the diagnosis of failed relationships. This study examines the consequences of agency and client behaviors on the working relationships. The working relationship is then shown to influence agency performance and client disposition. Survey data collected from 194 advertisers show that agency and client behaviors influence productive interaction, conflict, and creative quality implementation. Results further indicate that agency performance increases client trust and commitment. Productive interaction also increases client commitment, whereas conflict decreases client commitment.

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Douglas W. LaBahn

With the new millennium now upon us, advertising and the advertising industry, is in a state of transition characterised by various factors such as increased competition from specialist sources, more value-conscious clients, new media options and the fragmentation of audiences. Depending on the agency response, these factors can serve as either opportunities or threats to the relationship dynamics prevailing in the advertising agency-client relationship. This article focuses on one particular change dynamic - the internet - and explores Irish advertising agencies' response to it as a communications medium for clients. This article seeks to examine the extent to which full-service advertising agencies in Ireland offer advice and website design expertise as part of their value proposition to clients within the agency-client relationship. The findings suggest that the full-service agencies under study were not in a position to provide expert independent advice regarding internet communications to their clients in any meaningful or integrated manner. Implications for agency-client relationships are explored. M. Durkin

CHAPTER-4 RESEARCH METHODOLOGY

4.1 RESEARCH DESIGN The research design is both descriptive and analytical. 4.2 DATA COLLECTION In this project, both primary and secondary data were used. 4.2.1 PRIMARY DATA The primary data was collected through a well structured questionnaire. 4.2.1 SECONDARY DATA

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Secondary data was collected from the company records, published sources, previous studies and internet. 4.3 SAMPLING The research must decide the way of selecting a sample or what is popularly known as the sample design. In other words, a sample design is a definite plan determined before any data are actually collected for obtaining a sample from a given population. 4.3.1 POPULATION Population refers to all items chosen for the study. The population size for this study is 42 representing the present clients and unlimited potential clients and general public. 4.3.2 SAMPLE SIZE Sample size is described as a portion chosen from the population. The sample size chosen for this study is 25 present,15 potential,45 general public. 4.4 SAMPLING METHOD In this study, Simple-random Sampling is used for selecting the samples.

4.5 STATISTICAL TOOLS Simple percentage analysis and tabulation is used to analysis the data. Bar diagram is used to give pictorial representation to the analysis. The following tests were used for the study. Chi-square

4.6 Percentage Analysis Percentage refers to special kind of ratio. Percentage is used in making comparison between two or more series of data. Percentage is used to describe relationship. Number of Respondents Percentage of Respondents = Total Respondents 16 | P a g e X 100

4.6.1 Chi-Square Test Chi-square test is used to find out whether there is relationship among various groups. It is calculated using following formula: 2 = Where, O = Observed Frequency E = Expected Frequency i = 1, 2, 3n (O-E)2/E

4.7 CHI-SQUARE TEST CROSS TABULATION FOR YEARS OF RELATION AND THEIR AMOUNT OF SATISFACTION.

OBJECTIVE To find out the relationship between years of relation and their amount of satisfaction. HYPOTHESIS H0: There is no significant relationship between the years of relation and their amount of satisfaction. 17 | P a g e

H1: There is a significant relationship between years of relation and their amount of satisfaction. OBSERVED 2.TABLE SHOWING THE OBSEVATION observed frequency <YEAR 1-3years 3-5years >5years Total HS 0 0 1 4 5 S 1 1 3 14 19 G 0 1 0 0 1 TOTAL 1 2 4 18 25

EXPECTED 3.TABLE SHOWING THE EXPECTATION Expected frequency <YEAR 1-3years 3-5years >5years Total HS 0.2 0.4 0.8 3.6 5 S 0.76 1.52 3.04 13.68 19 G 0.04 0.08 0.16 0.72 1 TOTAL 1 2 4 18 25

CHI-SQUARE TEST 4.TABLE SHOWING THE CALCULATION OF CHI SQUARE TEST O 0 1 0 0 1 1 1 3 0 4 14 0 0.2 0.76 0.04 0.4 1.52 0.08 0.8 3.04 0.16 3.6 13.68 0.72 E (O-E)2/E 0.2 0.076 0.04 0.4 0.18 0.005 10.58 0.00053 0.16 0.044 0.00749 0.79 18 | P a g e

=12.53 = {0.2+0.076+0.04+0.4+0.18+10.58+0.05+0.00053+0.16+0.044+0.00749+0.79} =12.53

2

Degree of Freedom = (R-1) (C-1) =(4-1)(3-1) =3.2 Null Hypothesis There is no significant relationship between the No. of years and their amount of satisfaction. INFERENCES The calculated value of chi-square is 12.53 less than the table value i.e. 12.59: therefore the null hypothesis is accepted. This implies that there is no significant relationship between the No. of years and their amount of satisfaction. Hence H0 is accepted. Chi-Square Value Table Value Accept/Reject

12.53

12.59

Accepted

CROSS TABULATION FOR ADVERTISING VEHICLES AND THEIR AMOUNT OF SATISFACTION.

OBJECTIVE To find out the relationship between advertising vehicle and their amount of satisfaction. HYPOTHESIS H0: There is no significant relationship between the advertising vehicle and their amount of satisfaction. H1: There is a significant relationship between advertising vehicle and their amount of satisfaction. OBSERVED TABLE SHOWING THE OBSEVATION observed HS S G TOTAL 19 | P a g e

frequency PRINT BROADCAST TELECAST OTHER Total

5 0 0 0 5

14 2 1 2 19

1 0 0 0 1

20 2 1 2 25

EXPECTED TABLE SHOWING THE EXPECTATION EXPECTED frequency PRINT BROADCAST TELECAST OTHER Total HS 4 0.4 0.2 0.4 5 S 15.2 1.52 0.76 1.52 19 G 0.8 0.08 0.04 0.08 1 TOTAL 20 2 1 2 25

CHI-SQUARE TEST TABLE SHOWING THE CALCULATION OF CHI SQUARE TEST O 5 14 1 0 2 0 0 2 0 0 2 0 4 15.2 0.8 0.4 1.52 0.08 0.2 0.76 0.04 0.4 1.52 0.08 E (O-E)2/E 0.25 0.09474 0.05 0.4 0.152 0.08 0.2 0.76 0.04 0.4 0.152 0.08 =1.615

Degree of Freedom = (R-1) (C-1) =(4-1)(3-1) =3.2

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Null Hypothesis There is no significant relationship between the media vehicle and their amount of satisfaction. INFERENCES

Chi-Square Value

Table Value

Accept/Reject

1.615

12.59

Accepted

The calculated value of chi-square is 1.615 less than the table value i.e. 12.59: therefore the null hypothesis is accepted. This implies that there is no significant relationship between the media vehicle and their satisfaction. Hence H0 is accepted.

CHAPTER-5
5.1 ANALYSIS OF PRESENT CLIENTS OF EYEADS AND SUGGESTIONS FOR BETTERMENT 1) Table1: Business delt with S.No Business 1 Service 2 Commercial 3 Manufacturi ng 4 Other No. of respondents 13 8 4 0 % 52 32 16 0

INFERANCE: It is clear that 52% of clients are from service and 32% are from commercial and 16% from manufacturing.

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2) Table2: Relationship between client and agency S.no 1 2 3 4 Relationship <year 1-3year 3-5year >5year No. of respondent 1 2 3 19 % 4 8 12 76

INFERANCE: From this we can say 76% of clients are in relationship with EYEADS for more than 5years , 12% between 3-5 years,8% from 1-3 years & just 4 % under year.

3) Table3:Media Vehicle S.No 1 2 3 4 Media Vehicle Print Broadcast Telecast Other No. of respondents 19 3 2 3 % 76 12 8 12

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INFERANCE: Almost 76% of clients prefer print media,12% each for broadcast and other and 8% for telecast .

4) Table4: Frequency of advertisement S.No frequency 1 Daily 2 once in 3days 3 weekly 4 monthly No. of respondent 2 7 8 8 % 8 28 32 32

INFERANCE: Frequency of advertising by clients is 32% for monthly and weekly,28% for once in 3days and 8%daily.

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Table5:Location of target customers S.No 1 2 3 4 Location rural semi-urban urban general No. of respondent 2 6 8 9 % 8 24 32 36

INFERANCE: Public targeted for advertising is 36% general , 32% urban,24%semi-urban,8%rural.

1)Extent of awareness created by agency S.No Extent of No. of % 24 | P a g e

1 2 3 4

awareness Highly Satisfied satisfied good should improve

respondents 7 17 1 0 28 68 4 0

INFERANCE: For extent of awareness created by agency 68% are satisfied, 28% are highly satisfied,4% are feeling good.

2)Response from client service dept S.No 1 2 3 4 C-S dept response Highly Satisfied satisfied good should improve No. of respondents 10 14 1 0 % 40 56 4 0

INFERANCE: For c-s department response by agency 56% are satisfied, 40% are highly satisfied,4% are feeling good. 25 | P a g e

3)Quality of ads maintained by agency S.No 1 2 3 4 Quality maintained Highly Satisfied satisfied good should improve No. of respondents 11 13 1 0 % 44 52 4 0

INFERANCE: For quality maintained by agency 52% are satisfied, 44% are highly satisfied,4% are feeling good.

4) Table4: Extent of enhancement of brand identity S.No Buss. Identity No. of respondents % 26 | P a g e

1 2 3 4

enhancement Highly Satisfied satisfied good should improve

9 11 5 0

36 44 20 0

INFERANCE: For extent of identity enhancement created by agency 44% are satisfied, 36% are highly satisfied,20% are feeling good.

5) Table5:Creative works S.No 1 2 3 4 Creative works Highly Satisfied Satisfied Good should improve No. of respondents 7 13 4 1 % 28 52 16 4

INFERANCE: For extent of creative works done by agency 52% are satisfied, 28% are highly satisfied,16% are feeling good,4% say should improve. 27 | P a g e

Table6:Time mgt S.No 1 2 3 4 Delivery time Highly Satisfied Satisfied Good should improve No. of respondents 8 10 6 1 % 32 40 24 4

INFERANCE: For delivery time by agency 40% are satisfied, 32% are highly satisfied,24% are feeling good,4%feel shoul improve.

Table7:No. of choices 28 | P a g e

S.No

Choices 1 Highly Satisfied 2 Satisfied 3 Good 4 should improve

No. of respondents 7 13 5 0

% 28 52 20 0

INFERANCE: For no. of choices by agency 52% are satisfied, 28% are highly satisfied,20% are feeling good.

Table8:Infrastructure & website S.No 1 2 3 4 Infrastructure&web site Highly Satisfied Satisfied Good should improve No. of respondents 6 10 8 1 % 24 40 32 4

INFERANCE: For infrastructure and website of agency 40% are satisfied, 24% are highly satisfied,32% are feeling good,4% feel should improve.

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Table9:Satisfaction S.No Satisfaction 1 Highly Satisfied 2 Satisfied 3 Good 4 should improve No. of respondents 10 11 4 0 % 40 44 16 0

INFERANCE: For amount of satisfaction created by agency 44% are satisfied, 40% are highly satisfied,16% are feeling good.

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10) Table10:Employee response to changes S.No 1 2 3 4 Employees response Highly Satisfied Satisfied Good should improve No. of respondents 11 10 3 1 % 44 40 12 4

INFERANCE: For employees response to changes of agency 40% are satisfied, 44% are highly satisfied,12% are feeling good,4% said should improve.

11) Table11:Meeting held S.No 1 2 3 4 Meetings held Highly Satisfied Satisfied Good should improve No. of respondents 9 10 3 1 % 36 40 12 4

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INFERANCE: Meetings held by agency are 40% are satisfied, 36% are highly satisfied,12% are feeling good,4%feel should improve.

12) Table12:Market info S.No Mkt info 1 Highly Satisfied 2 Satisfied 3 Good 4 should improve No. of respondents 8 8 8 1 % 32 32 32 4

INFERANCE: For providing of market info by agency 32% are satisfied, 32% are highly satisfied,32% are feeling good,4%feel should improve.

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13) Table13: Competitor analysis S.No 1 2 3 4 Competitor analysis Highly Satisfied Satisfied Good should improve No. of respondents 9 8 7 1 % 36 32 28 4

INFERANCE: For competitor analysis by agency 32% are satisfied, 36% are highly satisfied,28% are feeling good,4% feel should improve.

14) Table14:Extent to which your ad stands out from others S.No 1 2 3 4 Ad from others Highly Satisfied satisfied good should improve No. of respondents 10 11 4 0 % 40 44 16 0

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INFERANCE: For extent of ad stand away from others by agency 44% are satisfied,40% are highly satisfied,16% are feeling good.

15) Table16:VALUE FOR MONEY S.No 1 2 3 4 value for money Highly Satisfied satisfied good should improve No. of respondents 10 13 2 0 % 40 52 8 0

INFERANCE: Value for money 52% are satisfied, 40% are highly satisfied,8% are feeling good.

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5.2 OPINION OF GENERAL PUBLIC REGARDING ADVERTISEMENTS

1)Table 1: AGE Variation S.No. 1 2 3 4 Age <16 17-22 22-30 >30 frequenc % y 4 8.89 19 42.22 17 37.78 5 11.11

INFERANCE: Out of the sample taken 42% are in between 17-22,38% are between 22-30,9%are under 16,12 %are above30years.

2) Table 2: Gender S.No. Gender frequen % cy 1 Male 31 68.888 89 2 Female 14 31.1111 1

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INFERANCE: Out of the sample taken 69% are male and 31% are female.

3) Table 3: Daily following media vehicles S.No 1 2 3 4 u follow frequen % cy Tv 20 44.44 Newspap 14 31.11 er FM 6 13.33 Internet 5 11.11

INFERANCE: Out of the sample taken 44% are watching tv,32% are following newspaper,14%are following FM,12% are following Internet.

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4) Table 4:Where do you find news paper ads more attractive S.No 1 2 3 4 Newspaper ads FrontPage sports page Centre Classifieds frequenc % y 26 57.77 10 22.22 4 8.88 5 11.11

INFERANCE: Out of the sample taken 58% look front page to be more attractive, 22% sports,8% center,12% classified,

5) Table 5:Favourate programmes S.No 1 2 3 4 TV frequenc % pgms y sports 19 42.22 News 12 26.66 serials 4 8.88 Movies 10 22.22

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INFERANCE: Out of the sample taken 42% are interested in sports,26% News,8%serials,24%movies.

6) Table 6: Ads you look interestingly S.No 1 2 3 4 ads u look for Electronic Real-estate educational services(airtel, dth) frequen % cy 18 40 2 4.44 12 26.67 13 28.89

INFERANCE: Out of the sample taken 40% are looking for electronic,26% educational,28%service,4%realestate.

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7) Table 7 :For what kind of ads you get attracted to S.No 1 2 3 4 ads u get attracted to celebrity Model freebees Branded frequen cy 13 4 12 16 % 28.88 8.88 26.66 35.55

INFERANCE: Out of the sample taken 35% get attracted to branded products,28% celebrity,26% freebees,9% models.

8) Table 8:Based on what you Shop mostly S.No mostly ur shopping is based on 1 reference 2 advertiseme nts frequenc % y 11 27 24.44 60

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3 Impulse 4 pride

3 4

6.66 8.88

INFERANCE: Out of the sample taken 60% shop based on advertising,24% reference,8%pride,8% impulse.

9) Table 9:News papers you follow S.No 1 2 3 4 News paper you follow Sakshi Eenadu English other frequenc % y 9 20 8 17.77 24 53.33 4 8.88

INFERANCE: Out of the sample taken 54% follow english paper,20% sakshi,18% eenadu,8% other.

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10) Table 10:TV channels you follow regularly S.No Tv u follow 1 regional 2 local 3 sports(neo,es pn) 4 other(english ) frequen % cy 8 17.77 6 13.33 16 35.55 15 33.33

INFERANCE: Out of the sample taken fav tv channels are 36% sports,34% other, 14% local,16% regional.

11) Table 11: frequency of shopping S.No frequen cy of shoppin g 1 daily 2 weekly frequen cy 3 17 %

6.66 37.77 41 | P a g e

3 monthly 4 rarely

14 11

31.11 24.44

INFERANCE: Out of the sample taken 38% shop weekly, 32% monthly,24%rarely,6% daily.

12) Table 12:what kind of Exteriors you get attracted to S.No 1 2 3 4 Exterior look u get attracted Logo offer&ads Fixtures Building frequen cy 6 22 9 8 % 13.33 48.88 20 17.77

INFERANCE: Out of the sample taken 48% prefer offers & ads, 14% logo,18% building,20% fixtures.

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13) Table 13:New vehicles you like S.No 1 2 3 4 New advertisement vehicles Hoardings Vehicular Mobile Other frequen cy 13 17 9 6 % 28.88 37.77 20 13.33

INFERANCE: Out of the sample taken 38% look for vehicular,28% for hoarding, 20% mobile, 14% others.

14) Table 14:Information about new things S.No info about new things 1 TV frequen cy 18 %

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2 paper 3 referen ce 4 WOM

12 8 7

26.66 17.77 15.55

INFERANCE: Out of the sample taken 40% of public get info from tv,26% from paper, 18% from reference, 16% WOM.

15) Table 15:What are unavoidable ads according to you S.No 1 2 3 4 unavoida ble ads Mobile Theatre e-mail other frequen % cy 17 37.77 12 26.66 13 28.88 3 6.66

INFERANCE: Out of the sample taken 38% say mobile, 26% say theatre, 28% say e-mail,8% say other.

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16) Table 16:Your daily TV viewing time S.No Time of TV viewin g 610AM 112PM 410PM other frequenc % y 2 8 27 8 4.44 17.78 60 17.78

1 2 3 4

INFERANCE: Out of the sample taken 60% view tv during 4-10PM,18% between 11-2PM,4% during 6-10AM, remaining others.

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5.3 ANALYSIS OF POTENTIAL CLIENTS OF EYEADS AND SUGGESTIONS FOR BETTERMENT 1)TABLE 1:Personal interest S.no. 1 2 3 4 Ur frequenc % Interest y print 8 53.33 TV 6 40 FM 1 6.67 other 0 0

INFERANCE: From the sample taken potential clients personal interest is 54% in print , 40% in tv,6% in FM.

2)TABLE 2: How advertisement helps an organisation? S.no. 1 2 3 4 How adv help u? Image building awarenes s mkt info Other Frequen % cy 5 33.33 6 4 0 40 26.67 0

INFERANCE:

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From the sample taken 40% feel advertising helps in creating awareness, 34% feel Image building,26% in market information.

3) TABLE 3:Media preferred for organisation S.no. 1 2 3 4 Media u prefer Print TV FM Other frequenc % y 6 7 1 1 40 46.67 6.67 6.67

INFERANCE: From the sample taken 46% are preferring TV, 40% prefer print,7% each for both FM,others.

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4) TABLE 4:Target customers S.no. 1 2 3 4 Target Frequen % customers cy Youngster 4 26.66 s Middleag 4 26.66 ers Woman 2 13.33 other 5 33.33

INFERANCE: From the sample taken 33% of target customers are general,26% are youngsters and middleagers,14% woman.

5) TABLE 5:How do you choose an agency S.no. 1 2 3 4 choosing agency Client list Referenc e Past creative other frequenc % y 6 4 5 0

40

26.66 33.33 0

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INFERANCE: From the sample taken 40% of potential look for past client list in choosing ageny,34% past creative works,26% reference.

6) TABLE 6:What is the important characteristic of agency S.no. 1 2 3 4 Characteris tic creativity time-mgt understandi ng other frequen % cy 4 26.66 4 26.66 5 33.33 1 6.66

INFERANCE: From the sample taken 34% feel understanding should be good between agency and client,26% each for creativity,time-management,8% others

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7) TABLE 7:how does Relationship between agency-client last long S.no. r/s b/n clientagency lost long maintain stds understandi ng by mkt info other Frequen cy 4 8 3 0 %

1 2 3 4

26.67 53.33 20 0

INFERANCE: From the sample taken 54% say good understanding helps in building strong relationship,26% in maintaining standards,20% by providing market information.

8) TABLE 8:Ad budget S.no. ad budget 1 <2% 2 2-5% frequenc % y 6 40 8 53.33 50 | P a g e

3 5-7% 4 >7%

1 0

6.66 0

INFERANCE: From the sample taken 54% potential clients are ready to spend 2-5% of their annual budget,40% less than 2%,6% in between 5-7%.

9) TABLE 9:Ad-Campaign helps during S.no. 1 2 3 4 adfrequenc % campaign y time off-season 5 33.33 competiti 6 40 on New 4 26.66 entrant other 0 0

INFERANCE: From the sample taken 40% feel ad campaign help during competition,34% during offseason,26% for new entrants .

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10) TABLE 10:New ad methods S.no. 1 2 3 4 New ad Methods online hording,fl exi Areal other frequen % cy 4 26.66 7 46.66 2 2 13.33 13.33

INFERANCE: From the sample taken 46% are attracted to hoardings,flexi , 26% for online, 14% each for areal,other.

11) TABLE 11:Reach more for S.no. Reach frequenc % y 52 | P a g e

1 2 3 4

Print TV,FM Online Other

4 7 3 1

26.66 46.66 20 6.66

INFERANCE: From the sample taken 46% feel there is more reach for Tv,FM ,26% for print,20% online,6% other.

12) TABLE 12:Most attractive elements of choosing of agency S.no. 1 2 3 4 attractive elements infrastructu re web-site Mgtemployees other frequenc % y 3 5 7 0

20

33.33 46.66 0

INFERANCE: From the sample taken 46% of them look for employees-mgt ,34% web-site,20% infrastructure in choosing an agency.

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13) TABLE 13:According to you what is heart of agency S.no. 1 2 3 4 heart of agency creative dept c-s dept media other frequenc % y 8 53.33 5 2 0 33.33 13.33 0

INFERANCE: From the sample taken 54% say creative dept is heart of agency,34% c-s dept, 14% media.

14) TABLE 14:Consumer density S.no. custom er frequenc % y 54 | P a g e

1 2 3 4

density rural semiurban urban general

1 3 7 4

6.66 20 46.66 26.66

INFERANCE: From the sample taken 46%% say there consumer density is high in urban,26% say in general,20% in semi-urban,6% in rural.

15) TABLE 15:Type of ads look for S.no. 1 2 3 4 Types of ads celebrity ads model ads teaser ads other Frequen % cy 5 33.33 2 8 0 13.33 53.33 0

INFERANCE: From the sample taken 54% prefer teaser ads,34% prefer celebrity ads,14% model ads.

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16) TABLE 16:Appeal for you ads S.no. appeal 1 emotion al 2 sex 3 pride 4 other frequen % cy 7 46.66 2 6 0 13.33 40 0

INFERANCE: From the sample taken 46% prefer emotional appeal, 14% sex, 40% pride appeal.

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17) TABLE 17:Benefits expected S.no. 1 2 3 4 benefits frequenc % expected y price discount 2 13.33 more no. of 6 40 options suggestions,mkt 7 46.66 info other 0 0

INFERANCE: From the sample taken 46% expect suggestions, market Info, 40% more no. of options, 14% price discounts.

CHAPTER-6 FINDINGS,SUGGESTIONS,CONCLUSION 6.1 FINDINGS

1. Majority of clients of EYEADS are related to service sector i.e., educational sector in particular . 2. They are good in providing ads related to educational institutions because of its vast experience. 3. Majority of EYEADS clients are in relationship for long period of time. i.e., more than 5 years. 4. EYEADS is well known for print advertisements works. 57 | P a g e

5. They have strong relationship with publications. 6. They are majorly covering urban areas. 7. Present Clients of EYEADS are well satisfied with the work done. 8. Agency is maintaining the standards set by the organizers. 9. Because of reference from government officials they will get government related ads, notices, tenders. 10. Sister concerns like photo frames, color frames enhance the creative works done by the agency. 11. There is slight relationship between the years of relationship and amount of satisfaction. 12. There is no relationship between media vehicle and amount of satisfaction. 13. Clients are not free enough to come out and tell where to improve. 14. In studies related to general public the prefer TV, print over other media. 15. Only middleagers, students are searching for advertisements in paper. 16. Most of students follow sports, music, movies channels. 17. Most of family persons follow news, movies. 18. Old age people and woman follow serials. 19. Ads related to electronics, services are mostly attracted by viewers. 20. Potential clients are expecting better creative, media works.

6.2 SUGGESTIONS
1.Most of the present clients are satisfied with the work done by the agency but small minor dissatisfactions are also there with some of the clients. 2.Works relating to commercial are not that much familiar by the agency these works have to be improved. 3.We are lacking to get new clients every year so separate young and talented marketing team is to be established to obtain more no. of clients. 4. simultaneously strengthen the present work force by providing training. 5.Make use of technology and adopt to the most appropriate to the work place. 6.Management should give freedom to the marketing team to give some offers to clients and attract them. 7.Media people are to be handled with care to have a good understanding. 58 | P a g e

8.Employees should reduce the amount of time taken in designing ads. 9.Rural marketing in untapped so have an idea to look towards rural area. 10.Market information is expected by the clients. 11.Research work for the clients is to be done by the agency. 12.Competitor analysis is important and this is to be provided. 13.No. of choices to be provided by the agency is to be increased. 14.Minimum annual amount to be paid is to be reduced. 15. Certain benefits from the publications are to be dispersed to clients. 16. Ad-campaign is to be developed as per the trend and company requirements. 17. New means of advertising are to be utilized properly because amount of competition is very less . 18.Website & infrastructure is to be very attractive to attract new clients. 19. Appeal in advertising is important and this is to be carried. 20. Employees should have recreation during weekend to have positive work environment.

6.3 CONCLUSION:
To conclude, the project entitled a study on STUDY OF PRESENT AND POTENTIAL CLIENT OPINION OF EYEADS" present clients are almost satisfied with agency works but there are certain small improvements to be made suggested by Percentage analysis & Chi-square analysis. Suggested step will help to improve the level of satisfaction to a huge extent, certain clients always wants to have every thing to be perfect. Obtaining of new clients is very difficult in competitive environment and should try hard to maintain present clients too. Certain minor changes in the agency will have a major effect in the agency results.

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This study helped me to have a look over the different functions and departments of the organisation. It helped me to have real time work experience.

QUESTIONNAIRE FOR PRESENT CLIENTS OF EYEADS NAME SEX AGE COMPANY : : : :

DESIGNATION : 1. What kind of business do you deal with? a) Service a) <year b) commercial b)1-3years c) manufacturing c)3-5 years d) others , pls specify_________ d)>5years 2. From how long does you are in relationship with EYEADS? 3. What kind of media vehicle do you mostly prefer? 60 | P a g e

a) print a) daily a) rural area

b)broadcast b)once in 3 days b)semi-urban

c)telecast c)weekly c)urban

d) others , pls specify_________ d)monthly d) others , pls specify_________

4. What frequency do you prefer in a month for advertising? 5.Where are your target customers mostly located?

DEGREE OF ATTRACTIVENESS (RATE) 1.How much awareness has been created by EYEADS for you? a) excellent a) excellent a) Excellent 4.How much does EYEADS enhanced your business brand identity? a) Excellent a) Excellent a) Excellent a) excellent a) excellent a) excellent a) excellent a) excellent a) excellent b)good b)good b)good b)good b)good b)good b)good b)good b)good c)average c)average c)average c)average c)average c)average c)average c)average c)average d)poor d)poor d)poor d)poor d)poor d)poor d)poor d)poor d)poor 61 | P a g e 5.How attractive are the creative works done by agency ? 6.How is the agency delivery permanence ?(time management) 7. How was the choices given by the agency (ads)? 8. Do you like the infrastructure and Website of EYEADS? 9. Amout of satisfaction with EYEADS? 10.How does EYEADS employees respond to changes in trend? 11.How do you feel the meetings held with EYEADS? 12. What about the market information provided by EYEADS? b)good b)good b)good c)average c)average c)average d)poor d)poor d)poor 2.How was the response from the client-server department ? 3.How about quality maintained in the agency?

13. EYEADS give you the competitor analysis?(info) a) excellent a) excellent a) excellent a) excellent b)good b)good b)good b)good c)average c)average c)average c)average d)poor d)poor d)poor d)poor 14. To what extent Do you feel you ad stand out from others? 15. How was the sister companies Photo impress, colorframes? 16. Value for money ? 17. Name any two areas where you feel EYEADS should improve? ___________________________ ___________________________ 18.Any other suggestions , views, comments? ________________________________________

QUESTIONNAIRE FOR POTENTIAL CLIENTS OF EYEADS NAME GENDER AGE COMPANY DESIGNATION : : : : :

ANNUAL TURNOVER: 1.What kind of ads attractive you a lot? a) print a)Image Building a)print a) Youngsters b)TV b)awareness b)telecast c)FM d) others , pls specify_________ 2. In what way do you think advertising helps a company? c)mkt info & compete d) others , pls specify_________ c)broadcast d) others , pls specify_________ d) others , pls specify_________ 3.What media do you prefer for your company? 4. Who are your target customers? b)Middleagers c)women 5. How do you choose an ad-agency ? 62 | P a g e

a) by client listb)reference a) creativity a)maintaining stds a)<2% a)off-season a)online a) print

c) past creative works d) others , pls specify_________ c) understanding d) others , pls specify_________ d) others , pls specify_________ d) others , pls specify_________ d) others , pls specify________ d) others , pls specify________ d) others , pls specify_________ d) others , pls specify_________ d) others , pls specify_________ d) others , pls specify_________ d) others , pls specify_________ d) others , pls specify_________ d) others , pls specify_________

6.what according to you is most important characterstics in ad-agency? b)time-mgt 7.According to you how does the relationship b/n agency-client last long? b)understanding c)by mkt info b)2-5% c)5-7% 8. How much does you spend on advertisements? 9.When does ad-campaign play a vital role ? b)competition c)New entrant b)hording,flexi b)TV,FM c)Areal(balloon,...) c)online c)mgt-employees 10.What kind of new advertising methods suits your business? 11.Which media has the maximum reach for advertising occur? 12.What in an ad-agency attracts the most? a)infrastructure b)web-site 13.According to you what is the most important of an agency?(heart) a)creative dept b)client-service c)media 14.What kind of work do you expect from agency? a)creative a)rural b)media planning c)mkt info b)semi-urban c)urban 15.Where is your business target customer density higher? 16. According to you in general what kind of ads attracts a lot? a)celebrities ads b)attractive models c)teaser ads a)emotional a)price discount b)sex b)more options c)pride 17.What kind of appeal do you expect for your business ads? 18.What benefits do you expect from ad-agency? c)suggestions,mkt info d) others , pls specify_________

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QUESTIONNAIRE FOR THE GENERAL PUBLIC NAME: AGE: GENDER: OCCUPATION: 1.Which among these do you follow regularly? A. TV A. Front-page A. Sports A. Electronic (TV&Mobile) 5.What kind of ads ads you get attracted to 64 | P a g e B. Newspaper B. sports page B. News B. Real-estate C.FM C. centre C. serials C. educational D. Internet D. classifieds D. movies D. Services (mobiles,DTH,etc) 2.In newspaper where do you find ads majorly attractive? 3.What kind of TV programmes you will follow the most? 4.What kinds of ads attracts you the most?

A. celebrity A. reference A. Sakshi A. Etv A. Daily A. Logo A. Hoardings

B. Models B. advertisements B. Eenadu B. Gemini B. Weekly B. offers&ads B. Vehicular

C. Freebees C. Impulse C. Jyothi C. LocalTvs C. Monthly C. Fixtures C. Mobile

D. Branded D. pride D. Other________ D. other________ D. rarely D. Building D. Other________

6.Based on what do you shop mostly? 7.What are the major News parers you follow? 8.What is your favour ate Tv channel? 9.How frequently you go for shopping? 10.What kind of Exterior look of a shop attracts you ? 11.What kind of new advertising vehicles you are attracted by?

12.How do you come to know about new thing in market? A.TV B. paper C. Reference D.WOM 13.What are the two ads which you never forget? 1___________________________________________ 2____________________________________________ 13.Recollect any two ads from yesterdays paper? 1_____________________________________________ 2_____________________________________________ 14.Recollect any two TV ads you seen yesterday? 1_____________________________________________ 2_____________________________________________ 15.What are the unavoidable ads according to you? A. Mobile B. Theater C. e-mail D. other_______

___________Thankq__________

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BIBILOGRAPHY www.eyeads.co.in www.photoexpess.in www.colorframes.in scholars.google.in en.wikipedia.org/wiki/Advertising_agency www.scribd.com drypen.in/advertising/what-is-an-advertising-agency.html www.mbaknol.com Marketing Management

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