Advertising Internship Report 1

TABLE OF CONTENTS

CHAPTER 1

Introduction to Advertising

1.1 What is Advertising?

1.2 Main Features of Advertising

1.3 Significance of Advertising

CHAPTER 2

Internship

2.1 Objectives

2.2 Background of this Report

2.3 Purpose of Internship

CHAPTER 3

Introduction to the Organization

3.1 Mission Statement

3.2 Vision

3.3 Strength
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3.4 Departments

3.5 Organizational Structure

3.6 Clients

3.7 Services by Message Communication

3.8 Achievements

CHAPTER 4

Intern’s Experience

4.1 Rationale

4.2 Personal Learning

4.3 Recommendation

4.4 Conclusion

Acknowledgement

At first, I am grateful to Almighty Allah as I have completed my internship report. I would like

to give special thank my academic supervisor Muneeba Iftikhar, lecturer of Mass

Communication Department from Lahore College for Women University for guiding me
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and for giving me the opportunity to initiate this report. More specifically, I would like to thank

her for imparting her time and wisdom. I want to thank all the officials of Message

Communication agency for giving me time and sharing their thoughts and insights. I would

like to thank them for giving me the required information to commence this report and for

providing the permission to do the required report work. Finally, I would like to thank all of

the concerned people whose influence and inspiration has enabled me to complete this report.

Chapter 1

1.1 Introduction to Advertising:

Advertising is defined as paid communication from an identified sponsor using mass media to

persuade an audience. There are many ways to promote ideas, brands, politicians, or issues,

but advertising involves mostly professionally designed commercials (this word implies video)

or advertisements (this word implies print or online display advertising). Mass media, such as
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television, radio, newspapers, and magazines, are paid to carry those messages to their

audiences. Advertisements can also occur via the Internet, and this medium can be more

“individualized” than the mass media (for example, email advertising is designed and delivered

very specifically). Additionally, a new form of advertising created by ordinary people (“user

generated” advertising), rather than by professionals, is now recognized. But in spite of these

current variations in messages that are referred to as advertising—a phenomenon caused

mainly by the digital revolution—the definition above is generally accepted. Advertising is

distinguished from other promotional tools, such as marketing and public relations. Marketing

refers to everything that is done to promote a brand: for example, creating the product, pricing

it, placing it where it can be purchased, and promoting it. Advertising is a subcategory of

marketing. Public relations is usually defined as management activities carried out to enhance

the relationships between a company and its stakeholders. Although public relations uses

messages, such as press releases to the media, it generally does not involve paid professional

messages carried by the media. Sales promotions are incentives that organizations use to

temporarily change the perceived value of a brand or idea. Coupons, contests, rewards, and

price discounts are all forms of sales promotions. They may be targeted toward consumers or

toward retail organizations. Likewise, personal selling is another promotional tool. In general,

then, advertising is a subcategory of marketing, and it is one of four categories of persuasive

tools. Advertising varies in many ways beyond the media that carry it (for example, television

commercials, newspaper advertisements). For example, political advertising promotes

candidates for office. Issue advertising promotes ideas from the public service domain (such

as forest fire prevention or crime prevention), health advertising promotes behaviours that

increase healthiness (such as promotion of vaccines, admonishments to engage in safe sex and

to quit smoking), children’s advertising promotes directly to the young, and corporate
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advertising promotes the viewpoints of companies (for example, that corporations are

environmentally responsible, or that they regret product failures or accidents).

Why Advertising?

Advertising is required because it explains complex issues in ways that are interesting, easy to understand and

meaningful

It is tool used by companies to

 Inform people about new products and services

 Brand building

 Remind customers about their brand at the right time and right place

 Reinforce confidence in purchase

 Built corporate identity

 Help their sales force become more effective

 Give their brand and the company a personality that makes it unique

Definitions:

According to Philip Kotler:

“ Advertising is any paid form of nonpersonal presentation & promotion of ideas, goods, or

services by an identified sponsor.”

According to Wheeler:

“Advertising is any form of paid non-personal presentation of ideas, goods or services for the

purpose of inducting people to buy.”

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According to William J. Stanton:

“Advertising consists of all the activities involves in presenting to a group, a non-personal,

oral or visual, openly sponsored message regarding disseminated through one or more media

and is paid for by an identified sponsor”

According to Frank Presbrey:

“Advertising is a printed, written, oral and illustrated art of selling”

According to Littlefield:

“Advertising is mass communication of information intended to persuade buyers as to

maximise profits.”

According to Hall:

“Salesmanship in writing, print or pictures or spreading information by means of the written

and printed word and pictures”

According to Egbert:

“Advertising is any form of selling other than personal contact between the seller’s

representative and the prospective customer.”

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1.2 Features of Advertising:

Above stated definitions reveal following features:

 Tool for Market Promotion:

There are various tools used for market communication, such as advertising, sales promotion,

personal selling, and publicity. Advertising is a powerful, expensive, and popular element of

promotion mix.

 Non-personal Advertisements:

Advertising is a type of non-personal or mass communication with the target audience. Many

people are addressed at time. It is called as non-personal salesmanship.

 Paid Form:

Advertising is not free of costs. Advertiser, called as sponsor, must spend money for preparing

message, buying media, and monitoring advertising efforts. It is the costliest option of market

promotion. Company must prepare its advertising budget to appropriate advertising costs.

 Wide Applicability:

Advertising is a popular and widely used means for communicating with the target market. It

is not used only for business and profession, but is widely used by museums, charitable trusts,

government agencies, educational institutions, and others to inform and attract various target

publics.

 Varied Objectives Advertisements:

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Advertising is aimed at achieving various objectives. It is targeted to increase sales, create and

improve brand image, face competition, build relations with publics, or to educate people.

 Forms of Advertising:

Advertising message can be expressed in written, oral, audible, or visual forms. Mostly,

message is expressed in a joint form, such as oral-visual, audio-visual, etc.

 Use of Media:

Advertiser can use any of the several advertising media to convey the message. Widely used

media are print media (newspapers, magazines, pamphlets, booklets, letters, etc.), outdoor

media (hoardings, sign boards, wall-printing, vehicle, banners, etc.), audio-visual media (radio,

television, film, Internet, etc.), or any other to address the target audience.

 Advertising as an Art:

Today’s advertising task is much complicated. Message creation and presentation require a

good deal of knowledge, creativity, skills, and experience. So, advertising can be said as an art.

It is an artful activity.

 Element of Truth:

It is difficult to say that advertising message always reveals the truth. In many cases,

exaggerated facts are advertised. However, due to certain legal provisions, the element of truth

can be assured. But there is no guarantee that the claim made in advertisement is completely

true. Most advertisements are erotic, materialistic, misleading, and producer centred.

 One-way Communication:
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Advertising involves the one-way communication. Message moves from company to

customers, from sponsor to audience. Message from consumers to marketer is not possible.

Marketer cannot know how far the advertisement has influenced the audience.

Functions of Advertising:

Advertising has become an essential marketing activity in the modern era of large-scale

production and severe competition in the market.

(i) Promotion of Sales:

Advertising promotes the sale of goods and services by informing and persuading the people

to buy them. A good advertising campaign helps in winning customers and generating

revenues.

(ii) Introduction of New Products:

Advertising helps in the introduction of new products in the market. A business enterprise can

introduce itself and its products to the public through advertising. Advertising enables quick

publicity in the market.

(iii) Support to Production System:

Advertising facilitates large-scale production. The business firm knows that it will be able to

sell on a large-scale with the help of advertising. Mass production will reduce the cost of

production per unit by making possible the economical use of various factors of production.

(iv) Increasing Standard of Living:

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Advertising educates the people about the products and their uses. It is advertising which has

helped people in adopting new ways of life and giving up old habits. It has contributed a lot

towards the betterment of the standard of living of the society.

(v) Public Image:

Advertising builds up the reputation of the advertiser. Advertising enables a business firm to

communicate its achievements and its efforts to satisfy the customers’ needs to the public. This

increases the goodwill and reputation of the firm.

(vi) Support to Media:

Advertising sustains press. Advertising provides an important source of revenue to the

publishers of newspapers and magazines and the producers of T.V. programmes.

1.3 Significance of Advertising:

Advertising helps in spreading information about the advertising firm, its products, qualities

and place of availability of its products and so on. It helps to create a non-personal link between

the advertiser and the receivers of the message.

The significance of advertising has increased in the modern era of large-scale production and

tough competition in the market. Advertising is needed not only to the manufacturers and

traders but also to the customers and the society. The benefits of advertising to different parties

are discussed in the following paragraphs.

Benefits to Manufacturers and Traders:

It pays to advertise. Advertising has become indispensable for the manufacturers and

distributors because of the following advantages:

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(i) Advertising helps in introducing new products. A business enterprise can introduce itself

and its products to the public through advertising.

(ii) Advertising develops new taste among the public and stimulates them to purchase the new

product through effective communication.

(iii) Advertising assists to increase the sale of existing products by entering into new markets

and attracting new customers.

(iv) Advertising helps in creating steady demand of the products. For instance, a drink may be

advertised during summer as a product necessary to fight tiredness caused by heat and during

winter as an essential thing to resist cold.

(v) Advertising helps in meeting the forces of competition in the market. If a product is not

advertised continuously, the competitors may snatch its market through increased

advertisements. Therefore, in certain cases, advertising is necessary to remain in the market.

(vi) Advertising is used to increase the goodwill of the firm by promising improved quality to

the customers.

(vii) Advertising increases the morale of the employees of the firm. The salesmen feel happier

because their task becomes easier if the product is advertised and known to the public.

(viii) Advertising facilitates mass production of goods which enables the manufacturer to

achieve lower cost per unit of product. Distribution costs are also lowered when the

manufacturer sells the product directly to the customers. Advertising also facilitates

distribution of the product through the retailers who are encouraged to deal in the advertised

products.
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Benefits to Customers:

Advertising offers the following advantages to customers:

(i) Advertising helps the customers to know about the existence of various products and their

prices. They can choose from the various products to satisfy their wants. Thus, they cannot be

exploited by the sellers.

(ii) Advertising educates the people about new products and their diverse uses.

(iii) Advertising increases the utility of existing products for many people adding to the amount

of satisfaction which they are already enjoying.

(iv) Advertising induces the manufacturers to improve the quality of their products through

research and development. This ensures supply of better-quality products to the customers.

Benefits to Society:

The whole society is benefitted because of advertisement in the following ways:

(i) Advertising provides employment to persons engaged in writing, designing and issuing

advertisements, and those who act as models. Increased employment brings additional income

with the people which stimulate more demand. Employment is further generated to meet the

increased demand.

(ii) Advertising promotes the standard of living of the people by increasing the variety and

quality in consumption as a result of sustained research and development activities by the

manufacturers.
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(iii) Advertising educates the people about the various uses of different products and this

increases their knowledge. Advertising also helps in finding customers in the international

market which is essential for earning foreign exchange.

(iv) Advertising sustains the press, and other media. It provides an important source of income

to the press, radio and television network. The customers are also benefitted because they get

newspapers and magazines at cheaper rates. The publishers of newspapers and magazines are

benefitted because of increased circulation of their publications. Lastly, advertising also

encourages commercial art.

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Chapter 2

Internship

An internship is an opportunity offered by an employer to potential employees, called interns,

to work at a firm for a fixed period of time. Interns are usually undergraduates or students, and

most internships last between a month and three months. ... An internship can be either paid or

voluntary.

2.1 Objectives

The objective of this report and the internship study is to analyse how Message Communication

treats the promotional activities as a company profit making and the company success issues

along with other strategies of that company.

General Objective

 Objective of Report To study how an advertising agency works and delivers good quality

works & this entire works are done in context of Message Communication

Specific Objectives

 To learn about the progression of advertisement & promotional strategies and the factors

behind this evolution

 To study what modern platforms and methods message communication utilizes to deliver

its client a superior & better service.

2.2 Background of this Report

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2.3 Purpose of Internship

The purpose of the student internship is to provide an opportunity to seek, identify and further

develop an appropriate level of professionalism while learning to help children and families

cope with acute or chronic illness.

The Internship Report serves multiple purposes:

 Help the student develop written communication skills

 Serve as an archival record of the internship experience

 Give the student an opportunity to reflect on the professional aspects of the internship

experience and the skills that were learned

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 Have the student to reflect on the initial goals of the internship and how they were (or

were not) achieved during the internship

Chapter 3

Introduction to the Organization

Message Communications is one of the leading advertising agencies in Pakistan. An accredited

agency by A.P.N.S and P.B.A, Message Communications is also an active member of ‘All

Pakistan Advertising Association’ and the ‘Lahore Chamber of Commerce’. Driven by

creativity, we have earned a noble reputation and pledge to uphold the streak. World moves

fast and so do we. Spreading the word around needs prompt action that requires a team to be

always on toes. Therefore, we can’t afford to go slow in advertising.

3.1 Mission Statement:

 Committed to discover and overcome the key challenges that prevent a business from

reaching its full potential.

 We simply pursue what is best for the client.

 For us the client comes first.

3.2 Vision:

To bring new dimensional advertising to clients who see value in what we do and to bring them

fast and prompt results.

3.3 Strength:
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This is a time of great enthusiasm and challenge in the advertising business. We all know that

keeping pace with new developments in media and advertising methods has become

complicated in recent years.

Advertising and marketing trends are just so twisted, as many influential tools and innovations

are so diffused, but we are flexible and living up to the moment to deliver the best to our clients

that can help them accelerate their growth.

Our advertising philosophy rests on the principle of simplicity and sophistication. Our

communication is simple yet profound, quite yet communicative. That is what makes Message

unique.

3.4 Departments:

Media Department

Production

Media/ marketing

Recovery

Electronic Media

Media Record Room

Accounts

Marketing

Marketing

Marketing

Creative
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Creative

A.V. Studio

Art Department

Electrical Engineer

HR

Reception

Development

Services
3.5 Organizational Structure:

Founded in 2000 by Mr. Sohail Aziz, Message Communications is a full-fledged Adverting

Agency with a purpose-built head office in Lahore and other regional branches in Islamabad

and Karachi.

His journey of hard work & dedication started in early nineties. After graduating from NCA

with major in Advertising, he set up his own design-house and within years, it transformed into

fully functional advertising agency.

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With a working capacity of 80+ people, the Company is committed to deliver a holistic

approach to business solutions that maximizes consumer touchpoints & delivers effective

results; that’s our philosophy, that’s how we work!

With state-of-the art design services, competitive media buying and planning and an in-house

audio video system, Message can proudly tag itself as a 360-degree solution agency.

3.5 Clients

 Featured clients

 International clients

 Government Clients

 Commercial Clients

3.6 Services by Message Communication

 Creative

THE MAKERS

The think tank at work here believes that the best form of creativity is simplicity. An ad

agency is only as good as the concepts that creative department puts out. Thus, Message

Communications serves you with young and brilliant team which develops new, crispy and

out of the box ideas. They spread their wings to fly high in the sky of ideas because

creativity has no limits.

 Art & Design

THE EXECUTIONER
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We have top-notch people in our art and design department to make unique and arty designs

that give an ‘exclusively yours’ feel to the clients in order to establish their distinct brand

identity. They believe that design is everywhere you just need to keep your eyes open.

 Audio / Video Production

THE VISUALISERS

A fully equipped in-house AV studio is set up to serve with best corporate and commercial

digital production needs. The men at work here are blessed such great vision that captures

and presents the outstanding way. Because they believe that there are three responses to a

piece of production YES, NO and WOW! And WOW is what they aim for.

 Media Buying

THE PLANNERS

The credible standing in media has been the result of department’s wise strategies to honor

the clients and commitments attached from the beginning to the release. Our planners are

acute and tough negotiators whose precise and high-end media monitoring provides solid

foundation to design the cost effective and result oriented media solutions.

 Digital Marketing

THE PRESENCE BUILDERS

Welcome to the ad agency of the future. Integrating main line advertising with the digital

wing, we call ourselves digitally on Point! Having an arsenal of digital solutions that help

brands to improve their online existence, our vigorous team knows how to convert clicks

to leads while
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Our ingenious strategies work well to let brand leave a lasting impression through social &

digital platforms.

 Public Relation

THE IMAGE MAKERS

We create powerful & persuasive stories that resonate. Blending PR talent & a passion for

storytelling with the latest PR tools & tactics, we are always prepared to deliver

extraordinary results.

The big NO for us is ‘one-size-fits-all,’ while the only YES for us is publicity with integrity.

 Event Management

THE PLANNERS

Message orchestrates moments to make it your time – right now! Team handpicked for its

experience, cultural savvy and dedication to delivering on every detail, we ensure your

event is moved to another level.

Showcasing your prestige with an event of impeccable taste, we make you memorable.

 Account Management

THE CARE TAKERS

Accessing the needs of clients properly and providing an effective result is one critical job

and we have a team of proven professionals for such purpose. Our account executives are

sharp, energetic and enthusiastic who believe that when client comes first, only then it lasts.

3.7 Achievementss
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 Purpose-Built Building

Designed by the CEO himself, architecture of this purpose built agency is truly an

epitome of his creative design aesthetics.

 High Ranking

Ranked amongst the top 10 advertising agencies by Jang Group in 2005, 2006, 2007, 2012,

2016 & 2017 Ranked amongst the top 10 advertising agencies by Aurora Business

Rankings since 2005.

 Individual Honor

The Company is the only non-Japanese advertising agency in Asia to design model stickers

of Honda motorcycles.

 Global Recognition

The Company has won “Best Calendar of the Year” Award by World Health Organization

(WHO).
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Chapter 4

Intern’s Experience

I have had a wonderful experience full of challenges and satisfaction over completing my

internship and contributing significantly to one of the largest advertising agencies in Lahore.

First, I would like to thank all the honorable faculty members, who over the month played a

big role in grooming my skills. I would especially like to thank my Internship supervisor,

Muneeba Iftikhar for being so supportive the entire time. I am extremely grateful to everyone

at Message Communication for being so warm in their approach and for bestowing such

responsibility on me all the while making me feel completely at ease. They teach me a lot

regarding to my field. Finally, I would like to thank everyone who helped me in conducting

my report by taking time out of their busy schedules to discuss with me on the various issues.

Without them I never would have been able to complete my internship.

4.1 Rationale

The internship allows opportunities for the development of practical skills in contexts where

professional criticism is both immediate and constructive. It also furnishes students with

opportunities to observe and understand connections between coursework and skills needed to

perform effectively in a given profession.

The Internship Experience is designed to provide students the opportunity to develop

competencies that are necessary to assume professional responsibilities in public, private,

corporate, community, and/or academic settings. The Internship Experience should help

students meet their professional goals. Successful completion of an internship often provides

students with professional confidence.

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Since internships require a great deal of personal responsibility, the experience provides an

important step in an individual’s personal and professional life process.

4.2 Personal Learning

Overall, I would describe my internship as a positive and informative experience. There were

some problems during the first week to understand the new things, but with the passage of time

my mentors taught me a lot of informative and creative things and I did the practical work.

Concerning my future professional career, I’m not yet entirely sure what to make of this

internship. I got another good insight into an Ad agency that how creative work has done. It

was inspiring to see how people were able to mostly independently carry out their interests and

plan and perform their own ideas and ambitions. It was also interesting to experience the

departments of the Agency which help to explore the new information and vision. On the other

hand, some of the tasks are given to me which I have completed very well and got the

experience which would be helpful in my professional life and motivate me to enlarge my

vision.

4.3 Recommendation

https://www.uwyo.edu/kandh/undergraduate-studies/internships/rationale_principles.html
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4.4 Conclusion

Internships are a great way to learn the ropes so even if you find yourself filing or making

coffee, as long as you‘re learning about the field take advantage of the opportunity and don’t

take the experience lightly. Asking questions is one key to learning in an internship and keeping

yourself flexible throughout the internship can open many doors.

Experience helps you better understand classroom theories and information, and how they are

applied to real conditions on the golf course. It is also an excellent way to prepare for the

transition from the classroom to the workplace. Also, an internship allows you to develop

personal contacts that may lead to job placement opportunities and build self-confidence,

leadership and good communication skills while working with others.