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-: Business head                                                     -:
Marketing and HR Head
  Chanpreet S Grover
Jaspreet Arora
  My Project Paper
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Chanpreet@myprojectpaper.com                 Jaspreet@myprojectpaper.com
   A PROJECT REPORT

       ON THE

WORKING OF ADVERTISING

       AGENCY
                               TABLE OF CONTENT


Executive Summary ............................................................... 4
Introduction.......................................................................... 5
Statement of the Problem....................................................... 6
Objectives of Study ............................................................... 7
Research Methodology ........................................................... 8
Limitations ........................... Error! Bookmark not defined.17
Conceptual Background .......... Error! Bookmark not defined.18
  Advertising ........................ Error! Bookmark not defined.18
  Advertising Agency ............. Error! Bookmark not defined.22
  Advertisement recall study... Error! Bookmark not defined.24
Organisation Profile ............... Error! Bookmark not defined.26




                                                        .Error! Bookmark not
  defined.26
  The Working of Media&TA: ... Error! Bookmark not defined.29
Analysis, .............................. Error! Bookmark not defined.30
Presentation & Interpretation .. Error! Bookmark not defined.30
Findings, Suggestions & ConclusionError! Bookmark not defined.37
  Findings ............................ Error! Bookmark not defined.38
  Suggestions ....................... Error! Bookmark not defined.39
  Conclusion ......................... Error! Bookmark not defined.40
Annexure ............................. Error! Bookmark not defined.41
Questionnaire ....................... Error! Bookmark not defined.44
Bibliography ......................... Error! Bookmark not defined.46
Executive Summary

This project is dedicated towards the understanding of the workings of the
advertising agency and the level of impact of the advertisements on the
targeted audiences.


The advertising agency Media&TA‟s client, D.S. Kulkarni Developers are
the scope of this project. The impact of DSK ads in the minds of the
audiences is studied here.


Following are the results:

   58% of the people recall DSK advertisement.
   98% of the people are familiar with the slogan of the advertisement and
   the company.
   84% of the people like the DSK advertisement.
   58% of the people have seen the Television advertisement of the DSK
   group.
   32% of the people know the DSK group through the radio
   advertisements, making it the most popular and successful media.
   74% people like the DSK group advertisements run on the radio and
   Television.




Introduction

This project is done with the view of understanding the workings of an
advertising agency and the level of impact of the advertisements on the
targeted audiences.


The advertisement recall study method is adopted to understand the
effectiveness of the advertisement/s already released.
Statement of the Problem

The Working of an Advertising Agency and Advertisement Recall Study.
This project is dedicated to the understanding of the detailed workings of an
advertising agency. Hence, the advertisement recall study method is adopted
to understand the effectiveness of the advertisement/s already released.


The client of the advertising agency Media & TA is D.S. Kulkarni
Construction Group.


The advertisement recall study will be limited to the advertisements rolled
out only for their one client, D.S. Kulkarni Construction Group.
Objectives of Study

The objective of the project The Working of an Advertising Agency and
Advertisement Recall Study is to understand the workings of an advertising
agency.


This project also tries to understand the success ratio that every
advertisement carries when it is run on air.


Hence, an advertising recall study has been made to study the impact of the
advertisement on the minds of the general public.
Research Methodology

                           Research Design:


“A research design is the arrangement of conditions for collection and
analysis of data in a manner that aims to combine relevance to the research
purpose with economy in procedure”


The study was conducted on the basis of list of respondents who were
targeted for vehicle brand. From that customer preference were collected and
were enable to cover almost all the leading brands. This was the research
design for the project.


    Types of Data


The task of data collection begins after a research problem has been defined
and research design is chalked out. While deciding about the method of data
collection to be used for the study, the researcher should keep in mind the
two types of data: primary and secondary. The researcher should decide the
sort of data he/she would be using for the study.


    Primary Data


Primary data are those which are collected a fresh and for the first time and
thus happen to be original.


    Secondary Data


Secondary data are those which have already been collected by someone else
and which have been already been passed through the statistical process.




    Sources of Data:
Sources of data are the various sources from where the data is collected to
analyse. There are various sources of data. They are as follows:
1) Interviews.
2) Books.
3) Internet.
4) Past records.
5) Project which are prepared earlier.
Sources of primary data and secondary data differ as the primary data is
original collected by researcher and secondary data is collected for various
other source.
Sources of data for project:
             Primary data: through interviews.
             Secondary data: from books and internet.




    Sample Plan:


A sample plan has following components:
   a. Choosing the sample Unit
   b. Choosing the sample Size
   c. Choosing the sample Procedure
   d. Choosing the sample Media


Stratified random sampling method was adopted in the area under the study.
Throughout the Pune consumers were interviewed. Area under the study was
divided into different groups and consumers in the areas were interviewed.


Sample Plan for the project: List of people interested in buying new flats
obtained from the ad-agency, through a property exhibition at the DSK
„stall‟ in Pune city




    Universe:
All items in any field of inquiry constitute Universe or Population. A
complete enumeration of all items in the universe or population is known as
census inquiry. It can be presumed that in such an inquiry, when all items
are covered, on element of chance is left and highest accuracy is obtained.


Universe for the project: List of people interested in buying new flats
obtained from the ad-agency, through a property exhibition at the DSK
„stall‟ in Pune city.




    Sample size:
The sample size („n‟) should not be small as it may not serve the objectives
and if it is too large it incurs huge cost and waste of resources. The sample
size should be large enough to give the confidence interval of desired width.
Size of the sample should be determined by a researcher keeping in the view
the following points:
 Nature of Universe
   a. Number of classes proposed
   b. Nature of study
   c. Type of sampling
   d. Standard of accuracy and acceptable confidence level.
   e. Other considerations.


Sample size for the project: 50 Audiences




    Method of data collection:
the methods of collecting primary and secondary data differ since primary
data are to be originally collected, while in case of secondary data the nature
of data collection work is merely that compilation. The different methods of
data collection are described with the pros and cons of each method. There
are several methods of data collection:


   i)     Observation method
   ii)    Interview method
   iii)   Through questionnaire
   iv)    Through schedules
   v)     Depth interviews


Method of data collection for project: Interviews through questionnaire.




    Questionnaire:
This method of data collection is quite popular, particularly in case of big
enquiries. It is being adopted by private individuals, research workers,
private and public organisations and even by governments. In this method
questionnaire is sent to the persons concerned with a request to answer the
questions and return the questionnaire. A questionnaire consists of a number
of questions printed or typed in a definite form. The questionnaire is mailed
to respondents who are expected to read and understand the questions and
write down the reply in the space meant for the purpose in the questionnaire
it self. The respondents have to answer the questions on their own.
Quite often questionnaire is considered as the heart of a survey operation.
Hence it should be constructed very carefully. If it is not properly set up,
then the survey is bound to fail. Research should note the following with
regard to these three main aspects of a questionnaire:


1) General Form.
2) Question Sequence.
3) Question formulation and wording.


    Formation of Questionnaire
The researcher must pay attention to the following points while constructing
an appropriate and effective questionnaire.


1) The researcher must keep in view the problem he/ she are to study for it
provides the starting point for questionnaire. She / he must be clear about the
various aspects of his research problem to be dealt with in the course of his/
her subject.


2) Appropriate from of questions depends on the nature of information
sought, the sampled respondents and the kind of analysis intended. The
researcher must decide whether to use closed or open ended question.


3) Rough draft of the questionnaire is prepared, giving due thought to his/
her appropriate sequence of putting questions.
4) Researcher must invariably re-examine, and in case of need may revise
the rough draft for the better one. Technical defects must be minutely
scrutinized and removed.


5) Pilot study should be undertaken for per-testing the questionnaire. The
questionnaire may be edited in the light of the results of the pilot study.


6) Questionnaire must contain simple but straight forward directions for the
respondents so that they may not feel any difficulty in answering the
questions.




    Field work


The method of primary data collection for this project was the structured
questionnaire. I have done the survey on the basis of list of people interested
in buying new flats obtained from the ad-agency, through a property
exhibition at the DSK „stall‟ in Pune city, through meetings and telephone. I
had not appointed anybody to carry out the survey on my behalf. Secondary
data was collected through internet, website, and books by me.




    Data Analysis Techniques:
The data, after collection, has to be processed ad analysed in accordance
with the outline laid down for the purpose at the time of developing the
research plan. This is essential for a scientific study and for ensuring that we
have relevant data for making contemplated comparisons and analysis. The
term analysis refers to computation of certain measures along with searching
for patterns of relationship that exist among data-groups. Thus, “ in the
process of analysis, relationship or difference supporting or conflicting with
original or new hypotheses should be subjected to statistical tests of
significance to determine with what validity data can be said to indicate any
conclusions.” The analysis of the data takes place through processing
operations.


Processing operations are as follow:
1) Editing
2) Coding
3) Classification:
    Classification according to attributes
    Classification according to the class intervals
4) Tabulation.


Data Analysis Techniques for the project: Classification, Tabulation and
Average Percentage.

				
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