Preface

It gives me great pleasure to prepare a project on Organizational Study at Grey Worldwide. I have learnt so much about advertising industry and advertising agencies while preparing the project. The first part of the project is about advertising operations. During my training at Grey Worldwide I have learnt the functioning of different departments of the agency. An advertising agency is highly integrated and no single department can work without the co ordination of the other. There is a unanimous effort of servicing, media and creative people to run the agency. The second part of my project is on a survey conducted for the launch of Science Channel. It consists of the tabulated findings and presentation of the same. Ad agency is not a place where ads are created; it is a place where brands are built. Imagination isnt enough. One needs an insight inspired by understanding.

ACKNOWLEDGEMENT

I consider myself fortunate to have visited Grey Worldwide (India) Pvt. Ltd. I gained a good experience which I am sure will be of great benefit to me. I am very thankful to Mr. Ameya Khadakkar, Account Executive, Ahmedabad and all other members of the staff of Grey Worldwide (India) Pvt. Ltd. for giving me the required information and full co operation during my visit. I am thankful to Mr. Pankaj Mudholkar, the Vice President of Grey Ahmedabad for giving me this opportunity.

INDEX
Part- A 1) Advertising 2) Grey Worldwide : General Information 3) Grey Worldwide at a Glance 4) Functioning of an ad agency 5) Client Servicing Department 6) Media Planning Department 7) Creative Department 8) Agency Client relationship 9) Current Scenario of Advertising industry Part B Market Survey

ADVERTISING
Working Emotion, Shaping Aspiration, Firing Imagination.

ADVERTISING
Advertising is any paid form of non-personal; presentation and promotion of ideas, goods or services by an identified sponsor. Ads are a cost effective way to disseminate messages, whether to build a brand preference like Coca cola or to educate people to avoid hard drugs. Organizations handle advertising in different ways. In small companies, advertising is handled by someone in the sales or marketing department, who work with an ad agency. A large co. will often set up its own advertising department. The job here is to propose a budget; develop advertising strategy; approve ads and campaigns etc. Global companies like IBM and Hewlett Packard, use only one agency that can supply global advertising, public relations, sales promotion and web consulting. The result is integrated and more effective marketing communications and much lower total communications cost. Advertising agencies need to redefine themselves as communication companies and assist clients in improving their overall communication effectiveness. Procter & Gamble recently required that all its marketing programs be jointly planned with the various communications group sitting together, instead letting its advertising agency dominate the decision making. It changed the ad agency compensation from standard media commission to a percentage of how well its global sales performance.

In developing an advertising program 5 major decisions are taken by the ad agency. They are known as The Five Ms of Advertising. They are:

Mission : What are the advertising objectives? Money : How much can be spent? Message : What message should be sent? Media : What media should be used? Measurement : How should the results be evaluated?

Message
1) Message Generation 2) Message evaluation & selection 3) Message execution 4) Social responsibility review

Money Mission
Sales goals Advertisin g objectives 1) Stage in PLC. 2) Market share & consumer base. 3) Competition & clutter. 4) Advertising frequency. 5) Product substitutability.

Measurement
Communication impact

Media
1) Reach, frequency, impact. 2) Major media types 3) Specific media vehicles 4) Media timing 5) Geographical media allocation

Sales impact

Five Ms of Advertising and factors affecting them.

An integrated one stop communication partner.

GREY WORLDWIDE: GENERAL INFORMATION

Introduction: Grey Worldwide, the global advertising agency, is one of the ten largest advertising agencies in the world, with offices in over 90 countries. It has one overriding focus: to produce truly great creative work, to produce work that soars and fosters the brand relationship with consumers work that helps in prospering clients. Grey worldwide provides highly creative services including a brand ideas and strategies, brand planning, creative department and production.

Name: Grey Worldwide (India) Pvt. Ltd. Address: Grey Worldwide (India) Pvt. Ltd. M-1 Suryarath Panchwati, Ellisbridge Ahmedabad 380 006. Tel: (079) 2644 9562 / 2642 4561

HISTORY & DEVELOPMENT

1917 : Grey Worldwide was started as a direct mail company, named GREY STUDIOS by Larry Valestine. 1925: GREY STUDIOS had acquired enough consumer accounts to necessitate a change of name to GREY ADVERTISING. 1935: GREY MATTER, a news bulletin of current facts that have move merchandise was introduced. 1959: GREY ADVERTISING had opened its first international office at Montreal, Canada. 1988: Grey strengthens its strategic capability with the launch of the Brand Planning and Research Department. 2000: Grey has its offices in nearly 100 countries. Grey established a holding company called GREY GLOBAL GROUP to serve as the parent co. of all its communication properties.

AWARDS & ACHIEVEMENTS

Clio Awards 1 Bronze Clio: Slim-Fast Wedding: National Campaign

ADCC Awards

Gold: Slim-Fast Wedding Cake Campaign: Advertising Miscellaneous Silver: Slim-Fast Broken Cake: Single, Advertising Posters Merit: Slim-Fast Broken Cake: Single, Photography Slim-Fast Split Dress: Single, Photography Slim-Fast Sinking into cake: Single, Photography Slim-Fast Wedding Cake Campaign: Advertising Posters Unicef Nice Christmas card: Public Service, Single Roots Air www.rootsair.com Corporate Website, B to C Roots Air Unlaunching Integrated Branding Campaign

Applied Arts

8 Winning Entries: Slim-Fast Wedding campaign: Out of Home Advertising Slim-Fast Wedding campaign: POP Ads Slim-Fast Broken Cake: Out of Home Advertising, single Slim-Fast Sinking Into Cake: Out of Home Advertising, single Slim-Fast Wedding campaign: Consumer Magazine Slim-Fast Sinking Into Cake: Consumer Magazine, single Nytol Pillows: Out of Home, single www.rootsair.com: Website Design

Strategy Magazine Digital Award Show

Gold: Cover Girl Merit: Cover Girl E*TRADE eCombat Sunoco BBQ Contest

Marketing Magazine Digital Award Show

Results Pending: Cover Girl E*TRADE eCombat Roots Air Sunoco BBQ Contest

RVSP

Gold: E*TRADE E*Combat Silver: Sunoco Ultra 94 Merit: Enbridge Commodity Direct Response

GREY WORLDWIDE AT A GLANCE

GREY WORLDWIDE AT A GLANCE

The Vision: To be a great global integrated Communication Company, creating and enhancing brand value for their client. The Mission: To create lending Brand ideas: ideas that resonate in peoples minds and hearts and create brand preference. The Culture: Grey is collaborative community of intellect and talent. Their currency is ideas. They thrive on imagination, passion and leadership. Their Philosophy: Find The Edge is their philosophy and the mission of their core business. They believe that rigorous thinking and relentless curiosity inspire outstanding creative ideas that find the edge for their clients brands. They are proud of what this philosophy says about how they work as a company. Find the edge supersedes on the red sphere is designed to indicate the challenge of finding an edge even on a round surface.

What They Believe: Talent defies Gravity. They believe in rewarding the talent. It will soar to the top of every company in their group. Reach and the bottom line will rise with you. Change is Irresistible. For them The best is good enough. They target a single best in class offer in every major communications business and they focus on making them fully a part of Grey. Thats where they believe that they offer a real advantage versus other networks. Grey believes that brand character is the plus factor that differentiates great advertising from mediocre advertising. What They Value: Find the edge Rigorous thinking and boundless curiosity are the pedigree. Leap Taking the risk. Learn Gathering knowledge, not process. Lead They reward entrepreneurs. Talk Straight Truth is the shortest distance between two points. Be Partners Work together with respect.

 Practice Optimism Whatever is conceivable is possible. Have Fun Attitude is everything. Grey represents more multinational advertisers than any other agency in the world, according to adage. The major brands handled by Grey International are Glaxo SmithKline, Wrigleys, Mars, Bang & Olufsen, Group Dannone, Hugo Boss, Cover Girl, Pantene, Oracle etc. The most important global clients of Grey are Procter & Gamble, Danone and SmithKline Beecham. Creativity: Grey worldwide provides highly creative services including brand ideas and strategies, brand planning, creative development and production. It has one overriding focus: to produce truly great creative work, to produce work that soars and fosters the brand relationship with consumers work that helps in prospering clients. Strategy: Grey has emphasized on market research at all stages of the campaign like: The development of product The brand concept Advertising Measurement of results of campaign

Greys marketing and research department is renamed as Strategic Services to reflect the fundamental strategic role research plays in the agencys creative work.

Services: Grey services a diverse client base well represented globally in all key product categories including FMCG, pharmaceutical products, automobiles, entertainment and communications, technology and telecommunications and retail. They are confident in their ability to deliver to their clients what they need and translate this success into rewards for their stockholders and employees.

Grey Beyond Advertising

Grey is among worlds leading providers of specialized communications. They are operating their global network in all vital specialties like Public relations, Direct marketing, interactive communications etc.

 Grey Direct: Grey Direct is one of the largest direct marketing agencies in the world. They specialize in development of direct response advertisement. GCI: It is an independent division of Grey, taking care of public relations and public affairs. It specializes in corporate counseling and strategic business issues, Government relations and public policy issues, crisis communications and marketing support programs. Mediacom: It is one of the largest media planning and buying agency of the world. Grey invested in Mediacom with an objective of leading the media operations world over. Grey Interactive: It is a full service marketing communication company. Specializes in developing and designing websites. Grey Healthcare Group (GHG): GHG is the fourth largest healthcare marketing network in the world. It specializes in developing integrated marketing programs for healthcare products and services.

Functioning Of Grey In India: In India Trikaya Advertising ad agency was formed in Mumbai in 1975. Trikaya gradually started gaining reputation and was given the status of Creative Hotshop in the year 1980. The Grey Trikaya relationship formalized in 1987 and the ad agency became Trikaya Grey Advertising Agency. From the year 2001 Grey is having 100% equity participation in the ad agency and so it is known as Grey Worldwide Advertising agency. Grey is ranked number one for its creative standards as per MARG survey. Grey has head office in Mumbai and branch offices in Ahmedabad, Banglore, Kolkatta, New Delhi and Mumbai (head office). In India the clients of Grey are: Revlon Hyundai Indian Airlines Hindustan Times Business Today Arvind clothing Arvind Fashions Britannia Industries Kotak Mahindra Gujarat Ambuja Cements Marico Industries Johnson & Johnson

Grey Ahmedabad has a team of 18 professionals working in:

 Client servicing Department Media Department Creative Department (consists of copywriters / visualisers) Full fledged studio with well equipped computers. Other support staff. The major clients of Grey Ahmedabad are: Arvind Mills Suzlon Gujarat Gas IPCL GMDC CERA GSPC Digjam

Functioning of Grey all Over the World

Headquartered in New York, Grey Worldwide has offices in 159 cities in 90 countries: Argentina Australia Austria Bangladesh Belgium Bolivia Brazil Bulgaria Cambodia Canada Chile China Colombia Costa Rica Croatia Cyprus El Salvador Czech Republic Denmark Dominican Republic Ecuador Estonia Finland France Germany Ghana Greece Guatemala Honduras Hong Kong Hungary India Indonesia Ireland Israel Italy Jamaica Japan Kazakhstan Kenya Korea Kuwait Latvia Lebanon Lithuania Malaysia Mauritius Mexico Moldova Morocco Myanmar Netherlands New Zealand Nicaragua Nigeria Norway Pakistan Panama Peru Philippines Poland Portugal Puerto Rico Romania Russia Saudi Arabia Singapore Slovakia Slovenia South Africa Spain Sri Lanka Sweden Switzerland Taiwan Tanzania Thailand Trinidad & Tobago Turkey Ukraine United Arab Emirates United Kingdom United States Uruguay Uzbekistan Venezuela Yugoslavia/Serbia Zimbabwe

FUNCTIONING OF AN AD AGENCY

Media Client Servicing

Creative

Client

Client contacts the servicing people and give them brief and his budget on media spending. Servicing people give the brief to creative people. Simultaneously servicing people contacts media department and give them the budget. The creative people will start making ad as per clients brief and media people will try to get the best media plan taking the budget of the client in to the account. When the both department are ready with their proposals the presentation will be made to the client. If the client is not satisfied with any of the department they will redesign their strategy. After the client approves the entire plan the final step of executing the ads in media is taken up.

SERVICING DEPARTMENT
Building client trust leads to adventurous advertising.

CLIENT SERVICING
Servicing, as the name suggests, the department serves the client. Their main job is to create and maintain the relationship with client. Generally an advertising agency acquires the contract by two ways, a cold call or pitch. A cold call is when a client sees the work of an agency and contacts the agency and gives it a contract. While pitch is a presentation made by the agency to the client to acquire the contract. The client generally invites different ad agencies for pitching. After the pitch the client decides which agency is going to have the contract. Personalized meetings with the clients are perhaps the most important part of any advertising campaign. This department is responsible for meeting prospective clients and getting business for the company. They are the main profit-makers for the company and their role is very important in the agency. It is the client-servicing people who ultimately reach the top slot of any agency. To be an effective client-servicing person, the candidate has to have a thorough knowledge of the client's business and also know his weak points so that, through advertising and communications, the gap can be minimized. Client Servicing personnel meet the clients and takes their briefing. They then get back to the agency's creative people who, in turn, give a shape to the campaign. The client-servicing people must understand the problem and look at the product from a consumer's viewpoint and also explain the creative department how to devise an appropriate strategy. Then they brief the media Department for right display in various outlets. Once the Campaign outline is designed, the client servicing people take the client's approval and makes modifications, if necessary. After the

approval, the job is sent to the production Department where they make the campaign print. The basic requirement of a Client Servicing Executive is that he should be interactive. These people should be very systematic and take every step methodically. With research getting more and more important, the task of a servicing person is to collect enough track research input before making the final presentation. The work also calls for organizing research, collecting information, gauging consumer attitudes and drawing up the most appropriate and effective advertising strategy within a specified budget. So the servicing people of an ad agency must: Be the best informed persons on accounts. As they are the one whos functioning is the entry level of an ad agency. Do lots of reading to acquire understanding. They need to know the history of their client. They have to study all the research reports to understand the market situation of the product for which they are making ads. They need to keep their selves updated regarding the market situations of the products. The reading in general helps them in acquiring new contracts. Learn to make good presentations.

Servicing people can acquire new clients for the agency through their presentation. Their presentation skills build the image of the agency. Maintain good interpersonal relationship. As servicing people have to deal with the people of every department of their agency as well as with the client and the people working for the client, the must maintain good relationship in house and with the client. Be a friend and consultant to the client. The responsibility of building trust with the client is of servicing people. They should maintain the relationship with the client in such a way that the client starts perceiving the ad agency as a part of its marketing team. Give strategic inputs to the client on issue related to the advertising and communication. Today advertising agencies are going beyond making ads. Ad agencies are no longer ad makers but they are brand builders. And the task of brand building requires a uniform effort from ad agency and client. So the servicing people give inputs to the client on issue related to the advertising and communication, so that the client also gets some idea of how he should manage his other marketing activities to synchronize the entire process of brand building.

MEDIA PLANNING DEPARTMENT

It is important to reach the people who count than to count the people we reach.

MEDIA DEPARTMENT
This department is responsible for the positioning of an advertisement in the press, radio or television as well as identifying and procuring display space. The department, keeping in view the target segment, looks for innovative media outlets and places the advertisement accordingly. The department also negotiates for various media discounts and checks out effectiveness of the regional media and its reach to the targeted consumer. Post-campaign release research is undertaken by the department to keep a check on the effectiveness of the ad/campaign. Media buying is a very tricky business and it is here where the client's shoe pinches the most. By media buying, one means, the purchase of advertising space and airtime. It also constitutes keeping in contact with commercial representatives of the press, television stations and other media outlets; raising estimates on campaign media plans and ensuring that materials are released on time and the billing is properly done. The agency gets a good commission from the outlet on releasing any campaign. As a matter of fact, advertising agencies are finding media business more profitable and are diversifying into this business with renewed vigor. Many of them have floated separate outlets for media buying and selling. The person should be able to juggle with numbers and make the best use of the client's money. If we analyze functioning of media department we can divide it in four major parts. The flow of the functioning of media department would be as follows:

1) Media Oriented Research: The most basic task in media operation is to carry the research to find out How much competitors are spending on media and what kind of media mix are they using. Which is the best media vehicle to reach the target audience. How the product is doing region wise. 2) Media Planning: With help of the conclusions of the research the task of media planning is taken up. The major decisions to be taken at this level are: What will be the media mix? To make this decision the media manager considers the reach of various media and the budget of the client to spend on media. What will be the media spending in particular regions? For example if any product is having good sales in the Northern region but not in Southern region then the media spending for the southern region will be higher as compared to northern region. What will be timings of the ads to appear in different medias? All the options for the proper timing for an ad to appear in media are considered. This facilitates the process of media buying.

3) Media Buying: A very crucial task of media manager is media buying. For this task there are two basic requirements excellent public relations and a calculative mind. In the process of media buying: The rates of different media like channels, publication etc. which are most suitable to the ad are collected. The comparative evaluation of different media and their rates is done. The most effective media as per the cost as well as reach is decided. The negotiation regarding rates is done with the media house. The final media buying decision is made. 4) Media Operations: After the media buying decisions are made the media operation comes in view. The agency has to give release order to the media house in order to release the ad. The agency passes the release order to the media house only after the client signs the agreement.

The accredited agencies get 60 days credit for media payments. The agencies generally get 15% commission on the bill of media placement. No agency can have more than 15% commission as per the rule. For example if we have an ad of 25cms in length and 4 columns in width and the rate Rs.150 per cc for the publication and the same is to be released then: Rs. 15000 (25*4*150) is clients expense. Rs. 2250 (15000*15%) is agencys commission. Rs. 12750 (15000-2250) will go to the publication. The new approach in the commission is Agency On Record (AOR). This approach works when different brands of the company are handled by different ad agencies and the company decides that though the creative works are done by different ad agencies, the media placement will be done by only one ad agency so that the process becomes less complicated. So in this case the ad agency which has not worked on the creatives of particular brand but is involved in the media planning then that agency will get 2.5% of commission and the rest 12.5% of commission will go to the agency which has created the ad.

So these are the major tasks for which the media department of an ad agency is responsible. For performing these kinds of task a media manager must possess the following qualities: Analytical mind: Today lots of media options are available. But the proper analysis of all can help in selecting the best one. Stability under pressure: Media managers have time and money constraints. They strictly have to work keeping these two in mind. So they must have ability to work under pressure. Negotiation power: It is an important task media manager to negotiate with media houses and get the best possible rates. So a media manager must have good negotiation power. Ability to communicate numerical data in non- numerical formats: Media manager deals with lots of numbers. They decide the media plan taking into consideration numerical data like rates, reach, readership, circulation, exposure etc. They have to explain the media plan to the client who might not be so conversant with all such media terms.

CREATIVE DEPARTMENT
Imagination isnt enough; you need an insight, inspired by an understanding of reality.

CREATIVE DEPARTMENT
Introduction: The needs of the client have been understood but they have to be conceptualized and implemented. This is the task of the creative department. The department is further divided into two sub-sections: Copy Writing Art Direction The ad agency is the organization where no single department can do without the other. The task of copy writing and art direction are highly integrated. The work of the two has to be tuned together so that the campaign is noticed properly. In todays ad agency the tasks of copy writing and art direction are carried on simultaneously. The traditional approach of creating a layout is not in existence. The point here is the generation of great idea, which can occur to any body, but only creative people can make it presentable.

COPY WRITING: Copy writing means the art of writing selling messages. It is salesmanship in print. Copy writing department works on a brief that describes the client's requirement, target group and the media channels. The text of the campaign is written and appropriate slogans are conceived. This department devises the campaign slogan, jingles, scripts and promotional literature of the product or service as well as proposals, concept notes and film treatments. The copy department is also expected to edit all textual matter for factual, syntax and typesetting discrepancies before it goes into production.The copywriters have to also consider how a client wants to position his brand and should be aware of what kind of positioning will work the best with their target audience. Generally copy writing is about simple language and brilliant ideas. Copy writers have to convey a message quickly and with impact. So typically a copywriter should have: Obsessive curiosity about products, people and advertising: They have to generate the words that make a difference. So curiosity about products, people and advertising makes their task easier. A sense of humour: It is very important for a copywriter to get the people notice the ad. For that they have to make their writing as interesting as possible and for that they need good sense of humour.

 The ability to write interesting prose: Today people are bombarded with advertisements. So it is likely that an ad might go unnoticed. Interesting prose can stop an ad from going completely unnoticed. David Ogilvy, a pioneer of modern advertising writes, on an average, five times as many people read the headlines as read the body copy. It follows that unless your headline sells your product, you have wasted your 90% money. The ability to think visually: The copywriters should think visually to get the feel of how the words should be seen as well as read. Marketing Orientation: Ultimately copywriters have to use words, which are most likely to be liked by the people in their writing. So they must have the knowledge of what kind of market they are dealing with.

ART DIRECTION: The art Department is responsible for the visual effect of a campaign. This department does layouts and graphics for advertisements. Displays, logos and mastheads are also designed. The art directors are the

visualizers and typographers. They create an artistic and typographical interpretation for the copy.

The art directors will prepare a rough sketch in pencil and the visualizers will produce numerous experimental versions until they arrive at final plan. The task of the visualiser is to visualize and conceptualize the artwork. The studio takes care of the technical aspects of design. Rough sketches are converted here into finished layouts, storyboards; art works and slides are done here and the final shape given to a campaign. The studio also keeps stock of the art materials purchased by the agency when ordering day-to-day inputs, like transparencies and pictures from various sources. So art directors of the ad agency must: Act on the brief from Account Executive: The AE is a servicing person who takes brief from the client. So art directors work on the basis of the brief given to them by AE. Work in synergy with the copy writers and develop a concept: Visualizers work is not merely to fit the words of the copywriters to design; his job is to create a brilliant layout with appropriate objects and words. So copywriters and art directors cannot work in isolation. Should be creative with marketing orientation:

The art directors must know the style that will be liked by the market. So they must have some market orientation.

AGENCY CLIENT RELATIONSHIP

Some agencies pursue awards. Other count press clippings. At Grey, People believe that their achievement on behalf of their clients are the best measure of their success.

AGENCY CLIENT RELATIONSHIP

Once the pitch is completed and the client has selected the agency to help the brand in achieving the new heights the agency client relationship comes into view. It is very important to have a smooth relationship with the client. To have a smooth relationship agency must be clear in its norms of handling a client. The agency should also make certain terms very clear with the client before they start working together. This straightforward approach can stop many misunderstandings taking place in future. We can discuss how agency client relationship is handled at Grey by dividing it in three major steps. Step:1 Agreement on Financial and Commercial Terms The financial and commercial terms are made clear on the very first stage of the contact. Before starting the work for the client the agency makes and agreement with the client which consists of following: Period of contract. Rates of artwork and designs. Legal terms and conditions. Payment terms and conditions. Specifying the jobs which are not done regularly like exhibitions.

Step:2 Deciding the Methods of payment The payment can be done mainly in four ways. They are commission, fees, payment by results, work unit pricing and creative fees. At Grey the payments are done by following ways: 15% commission on media buying of the client. Commission on processing. Creative fees. Step:3 Maintaining good relationship with the client. The last and continuous step of agency client relationship is to maintain a good relationship with the client. The agency keeps in touch with the client. The agency calls the client to update him to update him about the work done. This function is helpful in building trust and long term relationship.

CURRENT SCENARIO OF ADVERTISING INDUSTRY

CURRENT SCENARIO OF ADVERTISING INDUSTRY

Unlike a lot of other services whether in advertising or in any other field, where the benefits are tangible and visible media planning offered a whole host of benefits in terms of scientifically planned media usage, innovative ideas, implementation, monitoring et al. However, more often than not, these benefits were intangible and hence, people found it difficult to accept and appreciate them. Besides, the media scenario in India was very static, with very few real options to choose from. Clients, too, did not demand the same level of involvement from media planning as they did from creative, and maybe, to a much lesser extent, from media buying. Advertising agencies one-stop shops for all communication needs did not want to give up control over media as: * The same work could be done even without the support of real specialists *Without investing much in databases, software, hardware, people and other infrastructure * Account servicing people could act as

the face of the agency even for media issues.

Current Scenario Media Explosion and Shake-outs: With the advent of satellite TV and the corresponding media explosion, the media market became extremely vibrant, complicated and unwieldy. The static environment gave way to a very dynamic environment, not only in the field of TV but had its impact on other media as well, be it print, outdoors, cinema, radio, Internet et al. Leaders of the day lost out to the more innovative and aggressive players: in the field of television, it was DD v/s Zee earlier and Zee v/s Star now; the print revolution that was the forte of leading English and a few regional publications has now shifted to the likes of Dainik Bhaskar and Dainik Jagran; the outdoor market is inundated with technological breakthroughs as well as innovative options by the dozen; and radio is abuzz with FM channels about to be launched by the score. Internet is creating a tehelka and is likely to emerge as a strong candidate in the future. Customers to Consumers: The customers of yesterday have truly become the consumers of today. Far from being happy with what is available, they have fastforwarded to being very demanding. They have the best of both worlds, access to everything without having to pay a substantial amount to receive the same...

No single brand, however well placed, can take its place for granted and may lose its position overnight if caught unawares, e.g. Zee TV to Star Plus. Therefore, clients

have to focus on immediate as well as long-term means of communication more advertising being one of the means.

The Economy: With the opening up of the economy, advertising in the Indian market has undergone a dramatic change from being one of the less important marketing inputs, today it has transformed into a key ingredient for brand success. A lot more money is being spent on advertising than ever before for reasons that are varied but real (see chart below). Competition: Competition is at its peak, as never witnessed before. No single brand, however well placed, can take its place for granted and may lose its position overnight if caught unawares, e.g. Zee TV to Star Plus. Therefore, clients have to focus on immediate as well as long-term means of communication more advertising being one of the means. Fragmentation: Increase in media options is giving rise to fragmented media usage, leading to less time spent per medium or vehicle. In other words, lower TRPs per programme on television and lesser time per vehicle on press. This means the cost of reaching the prospective customer is increasing by the day. Advertising Needs: Brand advertising for long-term results and tactical campaigns for short-term rewards are both becoming imperative to outlast competition. With increasing competition, the need to advertise is increasingly higher. The need to advertise at optimum level of spends (at requisite Share of Voice) is becoming critical. This required optimum level is on the increase year after year. Overcoming clutter (through preferred positions and higher frequencies), ensuring roadblocks (by being present simultaneously across many channels) and investing in building media properties (that lead to word-of-mouth publicity or long-term cost efficiency) are all pointing towards an increase in cost. Advertisers are, therefore, forced to commit a much higher ad spend than they can actually afford. This is because the media inflation index is way above the consumer price index and this increase cannot be passed on to the consumer, thus affecting their bottom line

adversely. Understanding the intricate science of determining the level of media presence required against a sales or market share objective is becoming an art..

The customers of yesterday have truly become the consumers of today. Far from being happy with what is available, they have fast-forwarded to being very demanding. They have the best of both worlds, access to everything without having to pay a substantial amount to receive the same..

In this scenario, clients are now looking for specialists who can help them plan their media spends in the most optimum way as well as buy at the best possible rates for them without compromising in any way. They are looking upon a media agency as a partner that will respond to their marketing objectives with accountability and an agency that has a hand-picked staff of top professionals so that clients get what they need on time at the best value for them. To quote from the Glaxo Wellcome (from the Net) on what it looks for in a media planning and buying agency an AOR to consolidate its Direct-to-Consumer advertising, media buying and planning, including Internet buys, with one agency to improve efficiency, effectiveness and return from its advertising.

1. Experience as a media planning/buying AOR 2. Experience in buying major media categories 3. Applied integration of media and targeting tools 4. Staffing plans for the account 5. General philosophies and approaches to the media marketplace The need, therefore, is to save the advertisers money to the maximum without diluting the advertising efforts needed for the brand. This is where the specialised skills come in. Save Maximum Advertising Money But Without Diluting Required Effort i.e. Minimum Risk. The Way Forward The need of the hour is a team under one roof that: 1. Is skilled enough to advise on the optimum spend levels 2. Can do hard negotiation without compromising on the best values 3. Has the right contacts across media that matter 4. Is armed with all relevant tools and technologies, data bases, systems and global learning 5. Is accountable, trustworthy, unbiased and ensures complete transparency 6. Has complete service orientation The media professional needs to undergo a complete change in mindset from being a Media Professional to being a Business Manager and a Service Provider.

PART B Market survey Of Tv viewing habits In Ahmedabad

objectives
1) To study the TV viewing habits of the target audience in Ahmedabad. 2) To review the popularity of science based programs in target market. 3) To know the program preferences of the target audience. 4) Also study the viewership of competing channels. 5) Also helps in knowing the science based subjects which the target audience desires in those programs.

TARGET AUDIENCE
Students from standard 8 to 12 Parents Teachers

SAMPLE SIZE
Students Parents Teachers 30 15 15

METHODOLOGY
Identification of the target audience. Devising a questionnaire which would help in achieving the objectives. Collecting details with the help of questionnaire. Compilation of details collected. Findings and observations. A camera interview was conducted using the same questionnaire as the device to fulfill the objectives. The target audience was interviewed. The findings of this research would help in devising a launch strategy for the client. A presentation of the same would be done by servicing department.

FINDINGS & OBSERVATIONS

STUDENTS (30) 1) How many times do you watch TV during a day? Once 8 Twice 12 Thrice 6 More than thrice 4

2) How many hours do you spend? More than 2 hours 8 2 hours 12 1 hour 10

3) What is the preferred time slot? 8 p.m. to 10 p.m. 16 2 p.m. to 4 p.m. 8 Others 6

4) Which programs do you prefer? Family soaps Film based News Channel Knowledge based Others 12 5 2 3 8

5) How much time do you spare during weekends for TV? Any special set of programs / channels you watch apart from weekdays? Same duration as week days 20 Generally an hour more 10

6) Do you like watching Discovery and National Geographic channels? Yes No 20 10

7) Do you think channels like Discovery and National Geographic miss out which you prefer to watch? Yes No 9 21 8) What are your favourite programs on these channels? At what time? Majority of the students said no specific program. These channels are viewed while surfing the channels. 9) Would you like to watch science based entertaining programs? Yes 25 No 5

10) If yes, then what kind of subjects would you prefer? Science concepts taught in school Use of science in daily curriculum Science fictions Space oriented topics 11) If the channel is interactive, would you prefer to get involved in these programs? Why? Yes 19 Yes: because of more exposure and knowledge. No : not preferred. 12) Do you go to places like Science city/Exhibitions/Science centers? If yes then when? Yes No No 11

12

18

PARENTS & TEACHERS : (30)

1) How much time in a day do you allow your children / student to watch TV? Majority: 2 hours 2) What time slots do you allow your child/student to watch TV? Majority: 8 p.m. to 10 p.m. 3) What kind of programs does your child / student like to watch during weekdays and weekends?

 Cartoon channels Sports channels Films Mysteries 4) What kind of programs do you wish your children should watch? Knowledge based programs Entertaining programs Quiz shows and travel shows 5) Are the set of channels / programs watched by your child/student different on weekends? Yes 10 No 20

6) Do they watch channels like Discovery and National Geographic? Yes No 25 5 7) Any special subjects / programs you prefer your child / student to watch? Majority : No Yes: a) Programs related to forensic science b) Programs highlighting current trends.

8) Do you think the concept of dedicated science channel would work for your students /children? Why? Yes : 30 a) Visuals aid in learning. b) Recent inventions and trends in science field can be known. c) Elaboration on various topics is possible. 9) How do you prefer these channels to be presented so that they become a good learning experience? a) No information overload. b) Use of simple language. c) Ability to create interest through visuals. d) The channel should be interactive. e) The channel should also provide entertainment. 10) Do you take them to places like Science city / Exhibitions / Science centers? Yes No 15 15 If yes, then when do you take them?

11)

a) Vacations b) Weekends (once in 2 months) c) Any special event.

QUESTIONNAIRE: STUDENTS
1) How many times do you watch television during a day? a) Once b) Twice c) Thrice d) More than thrice 2) How many hours do you spend? 3) What is the preferred time slot? a) Morning (7 to 9 a.m.) b) Afternoon (2 to 4 p.m.) c) Evening (8 to 10 p.m.) 4) Which programs do you prefer? a) Family soaps b) Film based c) News channel d) Knowledge based e) Others

5) How much time do you spare during weekends for TV? Any special set of programs / channels you watch apart from weekdays? 6) Do you like watching Discovery and National Geographic channels? 7) Do you think channels like Discovery and National Geographic miss out which you prefer to watch? 8) What are your favourite programs on these channels? At what time? 9) Would you like to watch science based entertaining programs? 10) If yes, then what kind of subjects would you prefer? 11) If the channel is interactive, would you prefer to get involved in these programs? Why? 12) Do you go to places like Science city/Exhibitions/Science centers? If yes then when?

QUESTIONNAIRE: PARENTS/TEACHERS

1) How much time in a day do you allow your children / student to watch TV? 2) What time slots do you allow your child/student to watch TV? 3) What kind of programs does your child / student likes to watch during weekdays and weekends? 4) What kind of programs do you wish your children should watch? 5) Are the set of channels / programs watched by your child/student different on weekends? 6) Do they watch channels like Discovery and National Geographic? 7) Any special subjects / programs you prefer your child / student to watch?

8) Do you think the concept of dedicated science channel would work for your students /children? Why? 9) How do you prefer these channels to be presented so that they become a good learning experience? 10) Do you take them to places like Science city / Exhibitions / Science centers? 11) If yes, then when do you take them?

BIBLIOGRAPHY
1) Marketing Management : Philip Kotler 2) Management thoughts 3) Brand Equities 4) www.greyworldwide.com
5) www.adage.com

6) Pocket Marketers