presentation on working process of advertising agencies

WELCOME TO

MY PRESENTATION

Presented By :

Rizwan Mahbub Khab ID: 12132101051

Intake: 30th Section: MKT-A BBA (Major in Marketing)

Bangladesh University of Business and Technology

(BUBT)

Overview:IntroductionObjectivesMethodology Topic Overview Company OverviewAnalysisMajor Findings Conclusion

Advertising may be described as the science of arresting the human intelligence long enough to get money from it. It is a non-personal form of communication intended to persuade an audience to purchase or take some action upon products, ideas, or services.

Advertisements make a product or service familiar in the household. It gives an identity to the product. In other words, advertisements facilitate the making of a Brand. Brand image is the personality a brand has created in the minds of its customers.

Advertising has become a reflection of human life, whatever state it may be in. Traditionally started as a press release, a television ad and a billboard display, advertisements have now moved on to cover every possible area of human life in order to communicate.

Introduction

Methodology: Research TypeThis report is based on descriptive research. Sources of data collection The data were collected from both primary and secondary

sources. Primary sources Primary sources have been collected from clients of Different

Organization by questionnaire survey. Secondary sources Secondary sources have been collected from Various Document

of 60seconds limited, relevant paper and publication, website of Firm.

Research instrument

Questionnaire:

Questionnaire is used to collect the primary data.

Types of interviewing methodFace to face interview.

Types of questions Structured questions with five response categories have been used to conduct the survey.

Size

The report is analyzed by 12 questionnaires. Scaling technique

Liker scale technique has been used.

Sampling plan Population The target population is all business clients of 60seconds Ltd. Sampling unit The sampling element is individual client’s of 60seconds Ltd. Sampling frame Client’s is selected by using Company data base. So structured

sampling frame is found. Sampling procedure I have used non probability judgmental sampling method to select

the samples from the population. Sampling size Total 25 clients have been selected from the target population.

Topic Overview What is Agency? A business or organization providing a particular service on

behalf of another business, person, or group. "an advertising agency“

a department or body providing a specific service for a government or other

What is Advertising Agency? An advertising agency or ad agency or advert agency is a service

based business dedicated to creating, planning, and handling advertising (and sometimes other forms of promotion) for its clients.

Factors considered in selecting Ad agency Brand Image :

In today’s increasing competitive marketplace, consumers often have to make a

choice among a range of products or brands in the market that differ very little in

its price or Function. In such circumstances, their final decision depends on the

image they associate with different brands.

No. of employee :

The purpose of this paper is to investigate how Number of Employees plays a vital

role in facilitating collaboration between firms. Although logistics and supply

chain research in this area remains scarce, relevant theories and findings across

managerial Disciplines are synthesized to develop a better understanding of how

interpersonal (micro level) Factors may lead to inter-organizational (macro-level)

outcomes.

Controlled communications

Controlled communications implies the message that the marketer delivers to the consumers. The marketer has full control on the message content, when and how the message will be delivered and to whom it will be delivering.

Uncontrolled communications

Uncontrolled communication primarily consists of word of mouth behavior and non paid publicity. Largely derived from personal sources word of mouth communications are an important source of information for service consumer prior to patronage.

Analysis Part

1. The Brand image of an Advertising agency helps me to visualize a picture about their service.

From the graph, among 25 respondents, 52%

respondents are strongly agree, 32% respondents are agree, 12% respondents are in neutral position, 08% respondents are disagree and 0% respondents are strongly disagree with the statement that the Brand image of an Advertising agency helps me to visualize a picture about their service.

So, most of the respondents are strongly

agree with the statement that the Brand image of an Advertising agency helps me to visualize a picture about their service.

Strongly Agree; Sales; 0.52; 52%Agree; Sales; 0.32;

32%

Neither Agree Or Disagree;

Sales; 0.12; 12% Disagree; Sales; 0.04; 4%

Brand image helps me to visualize a picture about their service.

Strongly Agree

Agree

Neither Agree Or Disagree

Disagree

Strongly Disagree

2. The brand image creates a positive impression about my selected AD Agency.

From the graph, among 25

respondents, 45% respondents are strongly agree, 31% respondents are agree, 07% respondents are in neutral position, 13% respondents are disagree and 04% respondents are strongly disagree with the statement that The brand image creates a positive impression about my selected AD Agency.

So, most of the respondents are comply with the statement that the brand image creates a positive impression about my selected AD Agency.

Strongly Agree; Sales; 0.4; 44%

Agree; Sales; 0.28; 31%


Sales; 0.06; 7%

Disagree; Sales; 0.12; 13%

Strongly Disagree; Sales; 0.04; 4%

Brand image creates a positive impression

Strongly Agree

Agree


Disagree

Strongly Disagree

3 . Experience and well trained human resource is an important criterion for AD firm selection.

From the graph, among 25 respondents, 20% respondents are strongly agree, 48% respondents are agree, 08% respondents are in neutral position, 12% respondents are disagree and 12% respondents are strongly disagree with the statement that experience and well trained human resource is an important criterion for AD firm selection.

So, most of the respondents are agree with the statement that experience and well trained human resource is an important criterion for AD firm selection.


Agree; Sales; 0.48; 48%Neither Agree

Or Disagree; Sales; 0.08; 8%



Experience and well trained human resource is an important cri-terion for AD firm selection.

Strongly Agree

Agree


Disagree

Strongly Disagree

4. My Present experience with my previous agency can influence me to choose them again.

From the graph, among 25 respondents, 28% respondents are strongly agree, 24% respondents are agree, 24% respondents are in neutral position, 16% respondents are disagree and 08% respondents are strongly disagree with the statement that my Present experience with my previous agency can influence me to choose them again.

So, the largest percentages of the respondents are strongly agreed with the statement that my Present experience with my previous agency can influence me to choose them again.

Strongly Agree; Sales;

0.28; 28%


Neither Agree Or Disagree; Sales; 0.24;

24%

Disagree; Sales; 0.16;

16%


Previous agency can influence me to choose them again

Strongly Agree

Agree


Disagree

Strongly Disagree

5. Application of modern technology is vital for the ad firm selection.

From the graph, among 25 respondents, 40% respondents are strongly agree, 32% respondents are agree,08% respondents are in neutral position, 08% respondents are disagree and 12% respondents are strongly disagree with the statement that application of modern technology is vital for our ad firm selection.

So, the largest percentages of the respondents are strongly agree with the statement that application of modern technology is vital for our ad firm selection.


0.4; 40%



Sales; 0.08; 8%



Application of modern technology

Strongly Agree

Agree


Disagree

Strongly Disagree

6. I emphasize the advertising and promotions of an Ad firm selection.

From the graph, among 25 respondents, 24% respondents are strongly agree, 48% respondents are agree, 08% respondents are in neutral position, 20% respondents are disagree and 0% respondents are strongly disagree with the statement that I emphasize the advertising and promotions of an Ad firm selection.

So, most of the respondents are affiliation with the statement that I emphasize the advertising and promotions of an Ad firm selection.



Neither Agree Or Disagree; Sales;

0.08; 8%


I emphasize the advertising and promotions of an Ad firm selection.

Strongly Agree

Agree


Disagree

Strongly Disagree

7. Number of employees indicates the size of an ad agency and its profitability.

From the graph, among 25 respondents, 08% respondents are strongly agree, 08% respondents are agree, 12% respondents are in neutral position, 28% respondents are disagree and 44% respondents are strongly disagree with the statement that number of employees indicates the size of an ad agency and its profitability.

So, most of the respondents are strongly disagree with the statement that number of employees indicates the size of an ad agency and its profitability.

Strongly Agree; Sales; 0.08; 8% Agree; Sales; 0.08;

8%Neither Agree

Or Disagree; Sales; 0.12; 12%



Number of employees indicates the size of an ad agency and its prof -itability.

Strongly Agree

Agree


Disagree

Strongly Disagree

8. My selected AD agency should be affiliated with foreign ad firm.

From the graph, among 25 respondents, 12% respondents are strongly agree, 16% respondents are agree, 08% respondents are in neutral position, 24% respondents are disagree and 40% respondents are strongly disagree with the statement that my selected AD agency should be affiliated with foreign ad firm.

So, most of the respondents are strongly disagree with the statement that my selected AD agency should be affiliated with foreign ad firm.




0.08; 8% Disagree; Sales; 0.24; 24%


AD agency should be affiliated with foreign ad firm.

Strongly Agree

Agree


Disagree

Strongly Disagree

9 . Branch reveals information about the experience of our selected agency.

From the graph, among 25 respondents, 36% respondents are strongly agree, 28% respondents are agree, 08% respondents are in neutral position, 16% respondents are disagree and 12% respondents are strongly disagree with the statement that branch reveals information about the experience of our selected agency.

So, most of the respondents are strongly agree with the statement that branch reveals information about the experience of our selected agency.

Branch reveals information about the experience of our selected agency.

St...

10. Employee turnover is low in my selected ad agency.

From the graph, among 25 respondents, 48% respondents are strongly agree, 32% respondents are agree, 04% respondents are in neutral position, 08% respondents are disagree and 08% respondents are strongly disagree with the statement that employee turnover is low in my selected ad agency.

So, most of the respondents are strongly agree with the statement that employee turnover is low in my selected ad agency.


0.48; 48%



0.04; 4%



Employee turnover is low in my selected ad agency.

Strongly Agree

Agree


Disagree

Strongly Disagree

11. Publicity influences my evaluation for choosing an ad firm.

From the graph, among 25 respondents, 40% respondents are strongly agree, 24% respondents are agree, 16% respondents are in neutral position, 12% respondents are disagree and 04% respondents are strongly disagree with the statement that publicity influences my evaluation for choosing an ad firm.

So, most of the respondents are strongly agree with the statement that publicity influences my evaluation for choosing an ad firm.




0.16; 16%



Publicity influences my evaluation for choosing an ad firm

Strongly Agree

Agree


Disagree

Strongly Disagree

12. My friends and family helped me to formulate my idea for ad firm selection.

From the graph, among 25 respondents, 08% respondents are strongly agree, 16% respondents are agree, 08% respondents are in neutral position, 40% respondents are disagree and 28% respondents are strongly disagree with the statement that MY friends and family helped me to formulate my idea for ad firm selection.

So, most of the respondents are disagree with the statement that my friends and family helped me to formulate my idea for ad firm selection.




0.08; 8% Disagree; Sales; 0.4; 40%


My friends and family helped me to formulate my idea

Strongly Agree

Agree


Disagree

Strongly Disagree

Major findingsAfter analyzing the major findings: Major finding are as follows

5.1 It is found that most of the respondents are strongly agree with the statement that the Brand image of an Advertising agency helps me to visualize a picture about their service.

5.2 It is found that the brand image creates a positive impression about my selected AD Agency.

5.3 Most of the respondents are comply with the statement that experience and well trained human resource is an important criterion for AD firm selection.

5.4 The largest percentages of the respondent are strongly agree with the statement that my Present experience with my previous agency can influence me to choose them again.

5.5 Most of the clients believe that application of modern technology is a vital for the ad firm selection.

5.6 Most of the respondents are emphasize the advertising and promotions of

an Ad firm selection. 5.7 Most of the respondents are strongly disagree with the statement that number of employees indicates the size of an ad agency and its profitability.

5.8 Most of the respondent does not agree with the statement that my selected AD agency should be affiliated with foreign ad firm.

5.9 It is found that most of the respondents think that branch reveals information about the experience of our selected agency.

5.10 Most of the respondents are positive with the statement that employee turnover is low in my selected ad agency.

5.11 Most of the clients are opined that publicity influences my evaluation for choosing an ad firm.

5.12 Most of the respondent differ with the statement that my friends and family helped me to formulate my idea for ad firm selection.

Conclusion The sample size interview is not big enough to have a complete

view of the way consumer perceive advertisements in Bangladesh. Also a similar study can be conduct in future more extensively with different adverts and without the using of any adverts to gauze the key factor which influence for their decision making of ad agency selection.

In Bangladesh Maximum ad agency works with broadcast, print and electronic media. But it’s high time for ad agency to start their work with other interactive media and mostly with Internet.

Advertising is a very vast topic and has scope for a lot of research

in respect to the selection of media and also considering the actual decision making process of clients for an advertising agency selection.

Thank You to

all honorableSir.