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 isn’t enough. One needs an insight inspired by understanding.
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, 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, the Vice President of Grey Ahmedabad for giving me this opportunity.
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
“Working Emotion, Shaping Aspiration, Firing Imagination.”
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?
• Five Ms of Advertising and factors affecting them.
“An integrated one stop communication partner.”
GREY WORLDWIDE: GENERAL INFORMATION
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...