ENTERPRENEURSHIP PROJECT

REPORT
ON
“AD n AD” Agency

Faculty of Management Science

Shri Ram Murti Smarak College of Engineering &
Technology, Bareilly

Presented by:
ADITYA TRIPATHI
AKANSHA SHARMA
SHRUTI AGARWAL
SWATEE SHUKLA
ANKIT SINGH
SHILPI AGARWAL
MANI GUPTA
1
 HEENA SAXENA
Index

CONTENT PAGENO.
EXECUTIVE SUMMARY

1.1Summary of the overall business......................................10.

1.2Key strengths of the organization.....................................11

ABOUT THE ORGANIZATION

2.1 Objectives and scope....................................................13
2.2 vision and mission statement.......................................14
2.3promoters background and qualifications.....................15
2.4Serices...........................................................................16

TECHNICAL AND OPERATIONS PLAN.............................19

MARKETING ANALYSIS........................................................21

RATES OF ADVERTISEMENTS.............................................22

MAN POWER PLANNING.......................................................24

FINANCIAL PLAN.....................................................................30
SWOT ANALYSIS.....................................................................,.35
CONCLUSION...........................................................................,.36
ANNEXTURE...............................................................................40

2
CHAPTER 1

3
 INTRODUCTION

An advertising agency or ad agency is a service business dedicated to creating,

planning and handling advertising (and sometimes other forms of promotion) for

its clients. An ad agency is independent from the client and provides an outside

point of view to the effort of selling the client's products or services. An agency

can also handle overall marketing and branding strategies and sales promotion for

its clients.

Typical ad agency clients include businesses and corporation, non-profit

organization and government agencies.

Types of advertising agencies

Limited-Service Advertising Agencies

Some advertising agencies limit the amount and kind of service they offer. Such

agencies usually offer only one or two of the basic services. For example, although

some agencies that specialize in "creative" also offer strategic advertising planning

service, their basic interest is in the creation of advertising. Similarly, some

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"media-buying services" offer media planning service but concentrate on media

buying, placement, and billing.

Specialist Advertising Agencies

In addition to the full-service, general-line advertising agencies, there are also

agencies that specialize in particular kinds of advertising: recruitment, help-

wanted, medical, classified, industrial, financial, direct-response, retail, yellow

pages, theatrical/entertainment, investment, travel, and so on.

In-House Advertising Agencies

Some advertisers believe that they can provide such advertising services to

themselves at a lower cost than would be charged by an outside agency.

Interactive agencies

Interactive agencies may differentiate themselves by offering a mix of web

design/development, search engine marketing, internet advertising/marketing, or e-

business/e-commerce consulting. Interactive agencies rose to prominence before

the traditional advertising agencies fully embraced the Internet. Offering a wide

range of services, some of the interactive agencies grew very rapidly, although

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some have downsized just as rapidly due to changing market conditions. Today,

the most successful interactive agencies are defined as companies that provide

specialized advertising and marketing services for the digital space. The digital

space is defined as any multimedia-enabled electronic channel that an advertiser's

message can be seen or heard from. The 'digital space' translates to the Internet,

kiosks, CD-ROMs, DVDs, and lifestyle devices (iPod, PSP, and mobile).

Interactive agencies function similarly to advertising agencies, although they focus

solely on interactive advertising services. They deliver services such as strategy,

creative, design, video, development, programming (Flash and otherwise),

deployment, management, and fulfillment reporting. Often, interactive agencies

provide: digital lead generation, digital brand development, interactive marketing

and communications strategy, rich media campaigns, interactive video brand

experiences, Web 2.0 website design and development, e-learning Tools, email

marketing, SEO/SEM services, PPC campaign management, content management

services, web application development, and overall data mining & ROI assessment.

Search engine agencies

Lately, pay per click (PPC) and (SEO) search engine optimization firms have been

classified by some as 'agencies' because they create media and implement media

purchases of text based (or image based, in some instances of search marketing)

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ads. This relatively young industry has been slow to adopt the term 'agency',

however with the creation of ads (either text or image) and media purchases, they

do technically qualify as 'advertising agencies'.

Social media agencies

Social media agencies specialize in promotion of brands in the various social

media platforms like blogs, social networking sites, Q&A sites, discussion forums,

microblogs etc. The two key services of social media agencies are:

 social media marketing

 online reputation management

Healthcare communications agencies

Healthcare communications agencies specialize in strategic communications and

marketing services for the Healthcare and Life Science industries. These agencies

distinguish themselves through an understanding of the strict labelling and

marketing guidelines mandated by the U.S. Food and Drug Administration (FDA)

and industry group guidelines, most notably ADVAMED and PHARMA.

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Medical education agencies

Medical education agencies specialize in creating educational content for the

Healthcare and Life Science industries. These agencies typically specialize in one

of two areas:

 Promotional education - education and training materials tied to the

promotion of a given product or therapy

 Continuing medical education - accredited education and training materials

created for continuing physician and medical professional education.

We are specialist and in housing advertisement agency, who provide

creative ads in the text form and video form at lower price than any other

similar service provider.

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 ADVANTAGES AND BENEFITS

1. It ensures to place the good/service at a correct place in the market.

2. It helps to produce unique advertisements for the clients.
3. Ad agencies focus on their aims and try to achieve them without any delays.
The agencies know about all the techniques of producing the right ad
according to the client’s needs.
4. Agencies even help to negotiate with the media because of their business
networks.
5. An advertiser might fail to meet a deadline but an ad agency will never dis
satisfy the client. All work is done today and nothing is left for tomorrow in
an ad agency.
6. Advertising agencies are really professional in their working and make sure
that they have well defined target audience to make the message reach the
right people at right point of time.

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 EXECUTIVE SUMMARY

NAME OF THE COMPANY

“Ad n Ad” Agency

LOCATION
Rastogi complex 1st floor, SAI mandir road, Moradabad

CONTACT NO.
8957692001, 9532669033

EMAIL ID:
[Link]@[Link]

NATURE OF BUSINESS
Providing best service to the customers by creating value added advertisements.

COST OF THE PROJECT

Rs.2000000

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 KEY STRENGHTS

Every company is unique so advertisement of each of them must be unique also.

As professionals, our work is to provide sales based advertisements, and we
believe in bringing you high standards and exceptional customer service.
We know that learning doesn't end. Our commitment to ongoing professional
development means we can bring you fresh, new ideas as well as keeping abreast
of safety and legislative issues. Our membership in local and national industry
associations is another example of quality and commitment to excellence.

An Advertisement created by us :

 Saves you time

 Enhance yours strengths
 Make aware of public what's new

Our cost effective advertisement will make you aware of our capabilities and our
excellent customer service standards will attract you to be in touch with us.

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CHAPTER 2

12
 OBJECTIVES AND SCOPE

 To gain maximum customer satisfaction through innovative and creative

advertisements that best matches with their needs and requirements
 To provide quality service in totality.
 Cost leadership in the market.
 Value for money to customers.

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 MISSION AND VISION

OUR VISION

We strive to become a market leader by providing our clients result oriented

advertising.

OUR MISSION

Our mission is to continually add value to our clients and

We desire to measure success for our clients through awareness, or other

criteria mutually agreed upon between the agency and the clients.

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PROMOTERS BACKGROUND AND THEIR
QUALIFICATIONS

NAME EDUCATIONAL QUALIFICATION

ADITYA TRIPATHI PURSUING M.B.A.

AKANSHA SHARMA PURSUING M.B.A.

SWATEE SHUKLA PURSUING M.B.A.

SHRUTI AGARWAL PURSUING M.B.A.

SHILPI AGARWAL PURSUING M.B.A.

.
ANKIT SINGH PURSUING M.B.A.

MANI GUPTA PURSUING M.B.A.

HEENA SAXENA PURSUING M.B.A.

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 PARTNERSHIP DEED
1 Name of the company is “Ad n Ad agency”

2 There are 8 partners and their name and address are mentioned as below:-

Name Address Contact number

Aditya Tripathi 214 Ravindra Palli,

Faizabad road Lucknow

Akansha Sharma Police line APO colony

III/3, Bulandshehr
Shilpi Agarwal 1 Krishna Puri,

Mathura
Shruti Agarwal MIG B-57 DDN MDA

colony, Moradabad
Swatee Shukla D-1/167, Sector-F,

Jankipuram, Lucknow
Ankit Singh 64, Mall Avenue Road,

Cantt, Lucknow
Heena Saxena
Mani Gupta

3 Nature of business is to make advertisements for different business units and

act as a mediator between them and various types of advertising medias

address of this firm is “ Rastogi Complex 1st floor SAI Mandir road ,

Moradabad.

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4 Business will be commenced from

5 Total fund which we need for this business firm is 30 lakhs out of equity

capital is 20 lakhs, 2.5 lakhs contributed by each partner and for rest 10

lakhs we take loan from Bank Of India by giving land of 25 lakhs as

collateral security. At the time of emergency we may make a call from the

partners and they each have to bring 1 lakh in the operation of the business.

6 Interest on capital invested by each partner is 6%.

7 Profit will be divided in equal ratio among all the partners.

8 Whenever there will be any admission of new partner and if there will be

retirement of any existing partner then all the partners should be informed

and re-constitution of firm will take place.

9 There will be no provision of salary for the partners in first year after one

year it may be implemented.

10 If the firm is dissolve due to any reason then whole loss will be beard by all

the partners in profit sharing ratio.

SERVICES

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We will deal with following areas:

 News paper advertisements

 Hoardings

 Audio-visual advertisements

 T.V. advertisements a) Strips b) Video

 Advertisement during intermission in movie theatres

 Hand Bills

 Wall paintings

 Banners

 Posters

Our area of service will include following factors:-

 Advertisement designing (in some cases only otherwise we will refer

outsourcing)

 Advertisement publishing

Prices for advertisements will depend upon following factors :

For newspapers :-

 Local newspapers

 City edition

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  District edition

 Supplements

 National newspapers

In accordance with the demand of the clients according to its size. Its

location

For hoardings:- Design their banners and print them.

 Residential area

 Commercial area

 At railway stations

 At roadways

For Audio-visual advertisements:-

 For Television

 channel of telecasting the advertisement

 Local channel

 Entertainment channels

 News channels

 Business channels

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  Religious channels

 Kids channels

 Agency providing time slots (morning time, afternoon time & prime

time) for advertisement.

 Time limit of advertisements in different time slots.

 Frequency of advertisement to be repeated.

 For cinema halls during intermission

Handbills:

 Outside Schools

 Colleges

 On traffic signals

 Main markets

Wall Painting and Posters:

TECHNICAL ASPECTS AND OPERATIONAL PLAN

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TECHNICAL ASPECTS

Advertisement agency depends a lot on technical equipments. Some necessary

equipments like digital camera , internet connected computer some essential
softwares are required. A very good communication system is also required to start
this business. The kind of technical equipments that are required in this business
are as follows:

TELEPHONE:
It is very important equipment required in the business ad help in keeping regular
contacts with our customers and also helps in building social relation.

FAX:
We require a fax machine to distribute our quotation and other documents to our
other members when they are outside.

COMPUTERS:
This is also very important technical equipment. All the accounting procedures,
graphic designing of the passes and for advertisement purposes are done on a
computer

MARKET ANALYSIS

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CUSTOMERS

we will be serving the following customers:

a) Institutional customers – a) Companies b) Educational Institutes c) Hospitals

d) Hotels e) Restaurants etc.
b) Individual customers- a) High Class b) Middle class c) Low class

We mostly target high class people because they are ready to pay a good amount of
money looking forward for a successful advertisements.

DEMAND
Every firm requires unique advertisement and Demand of our service will fluctuate
with time.
In festival seasons it will be at high demand.
For a new session like July–August educational institutes will demand more of it.
Some regular customers like Hospitals will demand it for whole year because of
intense competition.
Individual like lawyer, Doctor, architecture, palmist etc will prefer it more.
This is our demand and we have to cope up with this demand.

MARKETING PLAN

PRICE

We the members of “AD n AD” agency have done a proper market survey to
know about different price and expenses that we have incurred in this business.

Rates of Ad in text form

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(Rates as per bottom most corner of the front page)

SIZE RATE AMOUNT

 DAINIK JAGRAN 8”X5”=40sq. cm. 630 25200

 TIMES OF INDIA 8”X5”=40sq. cm 835 33400
 HINDUSTAN TIMES 8”X5”=40sq. cm 350 13000
 HINDUSTAN 8”X5”=40sq. cm 450 18000

Note: similarly other rates will be applicable

Rates of Ad in VIDEO form

0-3 min. 29000 Rs.

0-5 min. 44000 Rs.
0-10 min. 65000 Rs.
More than 10 min. accordingly

OUR MAJOR CLIENTS

Government clients
 Moradabad Development authority ( M.D.A.)
 SCOOTER INDIA
 Northern Railway
 Jila Naitra Chikitsalya
 Life Insurance Corporation Of India etc.
Non Government clients
 Moradabad Institute of Technology
 Hindu College
 Institute of Foreign Trade and Management
 Tirthankar Mahaveer University
 Westend Mall

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  T.D.I. City
 Parshvanath Builders
 Home Residency
 Drive in 24 Hotel
 Red Sapphire
 SAI Hospital

 Vivekanand

PARTICULARS MARKET PRICE OUR PRICE DIFFERENCE

0-3min 34000 29000 5000
0-5 min 52000 44000 8000
0-10 min 79000 65000 14000

PLACE

 For the text advertisements we will use computer based technologies, so it

can be done at our office itself.
 For the video ads we will chose the specific location that best matches with
the product or service for which we are preparing ads.

PROMOTION

1. Distributing fliers in the colleges, café coffee day and companies.

2. Putting up banners, advertisements in newspapers.
3. Advertisements on radio, cables etc.

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 MANPOWER PLANNING

BOARD OF
DIRECTORS

FINANCE PRODUCTION CREATIVE MARKETING PERSONNEL

DEPARTMENT DEPARTMENT DEPARTMENT DEPARTMENT DEPARTMENT

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MANAGERIAL JOBS:-

Creative department

Creative Manager:-

Job Description:-

Design the advertisements for newspapers, video advertisements, hoardings.

Job specification:-

 Diploma in CAD/CAM or degree or diploma in Mass communication,

familiar with latest media tools and equipments.

 1-2 yr experience in same field

 Salary Rs.14000 pm

Technical Editor:

Job description:-

 To edit the advertisements chronologically

 To add or delete sound effects

Job specification:-

 Graduate in any discipline.

 Expert in handling the various soft-wares which are commonly used for

editing.

 Salary Rs.20000 pm

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 Cameraman:-

Job description:-

To make the videos of different companies

Job specification:-

 diploma in Mass communication

 Experience is preferable

 Salary Rs.8000 pm

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 Personnel Department

HR manager

Job description:-

 To manage the relationship between employees and management of the

agency.

 To provide skilled employees to the company

 To know about the needs of the employees of the agency

Job specification:-

 MBA with specialization in Human Resource Management, good

communication skills

 0-1 yr working Experience as HR manager

 Salary Rs.15000 pm

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 Advertisement handling Department

Manager

Job description:-

 To handle the advertisements to be printed according to their size, on

which page, in which newspaper, its frequency.

 To handle the advertisements to be telecasted on television according to

their length, on which channel, its frequency, time slot etc.

 To handle hoardings to be establish in which area according to the size

of posters.

Job specification:-

 Diploma in CAD/CAM, basic computer knowledge with command on media

software.

 Experience is preferable in same field.

 Salary Rs.15000 pm

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 Finance Department

• Finance Manager

Job description:-

 To manage the accounts of the agency.

 To make the record of the day to day expenses of the agency.

 To make the proper records of all the assets of the agency.

Job specification:-

 MBA/PGDM in Finance, CA or ICWA is preferable

 Experience is preferable

 Salary Rs.18000pm

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 Marketing Department

Marketing Manager

Job description:-

 To maintain the contact with different types of companies so that

advertisement of those companies comes to our agency.

Job specification:-

 MBA/PGDM in Marketing

 Good Communication skill

 Salary Rs.18000 pm

Marketing Executive

Job specification:-

 Good communication skill

 Experience is preferable

 Salary target based (Rs.8000 pm + incentives)

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 NON MANAGERIAL JOBS

Telephone Operator

Job description:-

 To handle the calls make by clients and other general public.

Job specification:-

 Female with attractive voice

 Male with attractive voice

 Good communication skill

 Good listener

 Salary Rs.3500 pm

Receptionist

Job description:-

 To handle the visitors of the agency

 To help in removing any type of query of the people.

Job specification:-

 Female, age 22-25 yrs.

 Good communication skills with attractive personality

 Salary Rs.4000 pm

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 Painter

Job description:-

 To make any type of design and for writing the text matter on the

hoardings.

Job specification:-

 Having certain diploma or certificate of arts.

 Salary Rs.2000 pm + according to the work done by him.

 Office Boy

 Salary Rs.2500 pm

 Watchman

 Salary Rs. 2000 pm

 5 workman

 Salary Rs.1500 pm

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 FINANCIAL PLAN

Cost of the project Rs. 2000000

SOURCES OF FUNDS

Partner’s investment Rs. 2000000

Bank loan Rs. 1000000

USES OF FUNDS

FIXED ASSETS AMOUNT(Rs.)

Canon & Sony Digital cameras 1,20,400
H.P. Computer 1,26,000
Softwares 95,000
Samsung Colour copier(fax, 1,43,750
Xerox, print, scan)
Furniture 1,31,500
Telephone 3,750
Light and fans 20,000
Air conditioner 1,33,950
Inverter 33,750
TOTAL 8,08,100

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 WORKING CAPITAL

Rent 25000
Electricity bill 10000
Telephone bill 3500
Salary 141000
Maintenance and repairs 5000
Stationery 20000
Advertisement 500000
Administrative expenses 10000
Legal expenses 8000
TOTAL 722500

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 SWOT ANALYSIS

SWOT Analysis is necessary for the smooth functioning of every business. In the
case of this business :

STRENGTHS

1. Strong Funding
2. Passionable working team
3. Huge Profit Margin

WEAKNESS

1. Less experience in the business

OPPORTUNITIES

1. Increasing number of small sector business in Moradabad and related areas

2. Advancement of business
3. Market competition among various firms

THREATS

1. Local competitors
2. Existence being a new venture

CRITICAL SUCCESS FACTORS

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1. Excellent communication system
2. Proper and systematic advertisement
3. Good social contact

CONCLUSION

After collecting all the necessary information and analysing the impact of our
advertisement on business. we the members of our AD agency have planned our
strategy to make this business successful in the period of at least three years
from now.

We believe that the profits in the financial plan will show an improvement or
increase every year and we are sure that there will be no looking back from the
stage.

Thus we are confident that the business will be successful due to our sincere
efforts.

37
 Canon EOS 7D

18 megapixels; Canon DIGIC 4 image processor; Continuous shooting at 3.7

fps; 3-inch LCD monitor; 1080p HD video at 24, 25, or 30fps; JPEG and RAW
image formats; Canon EF-S 18-55mm f/3.5-5.6 IS kit lens
PRICE: 39,450
Sony Alpha A850

35mm full-frame sensor; 24.6 megapixels; SteadyShot in-camera image

stabilization; Dual BIONZ processors; 3 fps continuous shooting; 9-point auto-
focus with 10-point assist; JPEG and RAW formats
PRICE: 80,950
TOTAL PRICE:

38
PRICE: 21000
TOTAL PRICE:

SAMSUNG SCX-6555N

PRICE: 143750

FURNITURE
 5 office tables…………………………………….25000
 1 reception table…………………………………. 9000
 12 simple chairs…………………………………..10500
 6 special office chairs……………………………..9000
 4 sofa sets………………………………………… 60000
 1 standard hall table……………………………….18000

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 TOTAL 1,31,500

PHONES

PRICE: 1400 & 950

TOTAL PRICE OF PHONE : 3750

AIR-CONDITIONS

0.75 tonnes 5 A.C. 15990x5=79950

1.5 tonnes 2 A.c. 27000*2=54000
TOTAL PRICE : 133950

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 QUESTIONAIRE

Name:.................................................................Age:.....................

Contact No............................. E-mail id............................................

1. On which mode you would like to advertise?

a. News paper b. Television c. Hoardings d. Radio

e. If any other please specify

2. Can you identify the impact of advertisement over sales?

a. Yes b. no c. cannot say

3. What problems you are facing with present ad provider?

a. Quality problem b. Inappropriate price c. If any other please specify

4. Will you choose ad in continuous basis?

a. 1 month b. 1-3 months c. 3-6 months d. more than 6

5. What are your expectations from us as a new service provide?

a. quality b. price c. reach ability d. all of the above

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6. Which ad influences you most?

a. print b. electronic

7. If the product is endorsed by a celebrity, does it make any affect on its sales?

a. Yes b. no c. cannot say

8. Does animated advertisement affects you?

a. Yes b. no c. cannot say

9. Do you think that language used in any ad also affects the sale of a product?

a. Yes b. no c. cannot say

10. Does the name of any advertisement company affects the promotion of a

product?

a. Yes b. no c. cannot say

11. Do you think that word of mouth publicity of a product is more effective than

print or electronic advertisement?

a. Yes b. no c. cannot say

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12. Emotional advertisements like LIC, cadbury celebrations etc. really affects the

emotions?

a. Yes b. no c. cannot say

13. Curiosity in advertisements helps in increasing the promotion of the products?

a. Yes b. no c. cannot say

43