I TITLE PAGE

II DECLARATION
IIICERTIFICATE OF THE ORGANISATION
IVCERTIFICATE OF THE INSTITUTION
V ACKNOWLEDGEMENT
VI CONTENTS
VII LIST OF TABLES AND CHARTS
VIII CHAPTER 1 Introduction

“Advertising” –is a very interesting word for me. From my childhood

I love to see advertisements and I am very enthusiastic to know more about
advertisements. So when I was given an opportunity to do summer project, I
selected advertising industry because it has always been the industry of my
choice.
The whole process of approach of the client to the outcome of the
communication in the form of advertisements has taught me a lot. The
creative aspects, in addition to the pressure of meeting deadline are unique in
this industry.
With the growth of the industry in India and the full-fledged operations of
the MNCs, the expenditure on advertising has seen growth. Now companies
do more and more advertising of their products in order to improve their
sales and compete with their competitors. This gives freedom to the
advertising agencies to display the best of their potential. My project is
divided into three parts. Firstly, I have made an effort to study the current
scenario of advertising industry in India. Second I have tried to learn
functions of various departments of Mudra. Third, I was given an analysis of
the advertisement campaign of Graffiti tiles by Mudra and subsequently
ways to improve the visibility of the ad campaigns.
This project has been carried out with sincere efforts and theoretical inputs
have been well included after carried out lot of study. It has certainly been a
very good platform to study advertising and related aspects.

Objectives of the study

1. To study the current scenario of Indian advertising industry.

2. To study how the planning and execution of advertisements from
starting stage to finalization stage.
3. To conduct market research on designer tiles and to suggest how can
advertising agency make better and effective advertisements.
4. Recently competition has intensified in the industry and most of the
corporate have started reverting to advertising to differentiate
themselves. My study therefore focuses on importance of advertising.

Methodology
Research Methodology
1. RESEARCH OBJECTIVE :
To know about current and future trend of Designer Tiles to make
effective marketing plan.
2. RESEACH PLAN :
i. Data source : primary data
ii. Research approach : survey research
iii. Research instrument : questionnaires
3. SAMPLING PLAN :
i. Sampling units : Builders
Architects
Residential
Dealers
ii. Sample size : 27
iii. Sampling procedure : convenience
4. CONTACT METHOD :
Personal Interview
5. AREAS :
· Chandkheda
· Motera
· Sola Road
· Satellite
· Income Tax
· Gota
7. Data Collection and Interpretation
INFORMATION:
Collecting information about
· Prices
· Budget for Tiles
· Area – Floors , Walls
· Parameters
· Brands
· Influencing factors
· Role of architect
· Trend
Scope of the study

The modern world depends on advertising. Without it, producers and

distributors would be unable to sell, buyers would not to know about and
continue to remember products or services, and the modern industrial world
collapse. If factory output is to be maintained profitably, advertising must be
powerful and continuous. Mass production requires mass consumption
which in turn requires advertising to mass market through the mass media.

Limitations

Chapterisation

CHAPTER 2 Industry Profile

Marketing is more than just distributing goods from the manufacturer

to the final customers. It comprises all the stages between creation of the
product and the after-market which follows the eventual sale. One of these
stages is advertising. The stages are like links in a chain, and the chain will
break if one of the likes is weak. Advertising is therefore as important as
every other stage or links, and each depends on the other for success.
The product or service itself, its naming, packaging, pricing and
distribution, are all reflected in advertising, which has been called the
lifeblood of an organization. Without advertising, the products or services
cannot flow to the distributors or sellers and on to the customers or users.
A successful national economy depends on advertising promoting
sales so that factory production is maintained, people are employed and have
spending power, and the money goes round and round. When this process
stops there is a recession. Similarly, prosperous countries are those in which
advertising does its job. In third world countries and Russia, economies are
poor and advertising is minimal, especially when a large proportion of the
population is young non-earners.

Definitions
Marketing:
“The management process responsible for identifying, anticipating
and satisfying customer requirements profitably.”
Advertising:
“Advertising presents the most persuasive possible selling message to the
right prospects for the product or service at the lowest possible cost.”
Costs: who pays for advertising?
The cost of advertising is justified in two ways: it enables the
consumer to enjoy the product (and, where there is competition between
rival products, to have a choice), and it also enables the manufacturer or
supplier to enjoy a profit.
Generally, prices fall as advertising increases demands. If advertising
were to be stopped demand would also fall off. Either the product would fail
to sell, or the price would have to be increased as it would be more costly to
produce and distribute a smaller quantity.
Advertising involvement
Although advertising is listed as a single element it is associated with almost
every other element, borrowing from them or interpreting them.

a) The volume, emphasis and timing of advertising will depend on the

product life cycle situation. For instance, at the introductory or
recycling stages, the weight of advertising will be heavier than at the
maturity or decline stages.
b) Marketing research will provide evidence of motives, preferences and
attitudes which will influence not only the copy platform or
advertising theme but the choice of media through which to express it.
c) Naming and branding may be initiated by the advertising department
or agency, and clearly plays an important role in advertisement
design.
d) The product image will be projected by advertising and PR.
e) The marketing segment will decide the tone or style of advertising,
and the choice of media.
f) Pricing can play an important part in the appeal of the copy. Is the
product value for money, a bargain or a luxury? Pricing can be a very
competitive sales argument. People are very price conscious. Even
though legislation prevents the control of prices, indication of likely
or “list” prices, can be important aspects of advertising appeals.
g) The product mix has many applications. In advertising, one product
may be associated with another, or each brand may require a separate
campaign.
h) Packaging is a vital aspect of advertising, as when recognition is
sought. It is itself a form of advertising, especially at the point –ofsale,
as in a supermarket when the package often has to identify the
product and literally sell if off the shelf.
Increasingly, Eco-labeling will be looked for as proof that a
product is environmentally friendly. There are schemes in many
countries for approving products so that they may carry E marks.
i) Distribution involves trade advertising such as direct mail, in the trade
press and at exhibitions.

j) The sales force has to be familiarized with advertising campaigns

which will support their efforts in the field.
k) Market education is a public relations activity aimed at creating a
favourable market situation in which advertising will work.
l) Corporate and financial public relations often use institutional
advertising in the business press. The corporate image may be the
theme of institutional advertising.
m) Test marketing requires a miniature advertising campaign simulating
the future national campaign.
n) Advertising research includes copy-testing, circulation and readership
surveys and statistics, recall tests, tracking studies and cost-per-reply
and cost-per-conversion-to-sales figures.
o) Sales promotion can augment or even replace traditional advertising.
p) The after-market calls for advertising to make customers aware of
post-sales services.
q) The maintenance of customer interest and loyalty may be achieved by
advertising which promotes additional uses and accessories, or simply
reminds.
r) On-going public relations activities help to maintain long-term brand
recognition.
Basics of an advertising campaign
A campaign should follow a five-point plan:

1. What exactly is to be achieved? Do we aim to achieve, say, a given

sales target?
2. When is this to be achieved? This week – over the year?
3. What is the strategy? Will the extra sales come from new or
existing customers or by switching customers from other brands?
4. What tactics shall be used? What creative ideas and media?
5. How much will this cost? It is a good investment?

The advertising department

The organization of advertising and public relations differ, so that
most advertising personnel work in advertising agencies but public relations
personnel work in-house. Nevertheless, both do have internal and external

services. Whereas in advertising it would be unusual not to use an agency, in

public relations it is not absolutely necessary to use consultancy. This is due
to the very different natures of advertising and public relations, and to the
very different personnel employed by each.
The result is roughly that the larger the volume of advertising the
greater the need for an advertising agency and the ability to share the skills
of many specialists. The greater the volume of public relations department
to deal with the communication needs of numerous departments. If extra
work (or specialized work such as financial or parliamentary relations)
occurs, a consultancy may also be used.
The in-house advertising department servers two purposes: to buy and
supervise agency services and to buy supervise services not provided by the
advertising agency. This division of responsibilities coincides with abovethe
–line and below-the –line.

Appointing an agency:

The advertising agent is the agent of the media, and the “agent acts as
principal” and is legally responsible for the payment of space and airtime
costs even if the client defaults, it is necessary for the advertiser to choose
and appoint an agency to produce its advertising.
The advertising manager is therefore engaged in the search for an
agency, its appointment and eventual re-appointment or otherwise. This will
usually be done in association with superiors such as the marketing director
and managing director who will sign the contract of service.
The appointment of the agency results from a number of agencies
being short-listed. This is called “shopping for an agency”. Arrival at this
short-list will depend on having decided how much and what kind of
advertising is required. The size of the appointment or budget will merit a
small, medium or large agency. Technical, industrial or business-to-business
products or services are best served by a technical or business-to-business
agency.

Role of the advertising agency

Agent acts as principal:

The role of the advertising agency is to plan, create and execute
advertising campaigns for clients. However, extent to which it does so varies
today according to the kind of agency it is. There are agencies which offer
every kind of service, those which only buy media, those which only create,
and others which offer special services.
Middle position:
Operating in this middle position – almost like a wholesaler – between
advertiser and media owners, the role of the advertising agency can be
summarised in two ways.
a) It offers the client a team of highly skilled experts which can be
shared with other clients. It would not be economic for the majority of
clients to employ such a team full-time. The agency is also skilled at
buying ancillary services such as film and video production, artwork,
photography, print, typesetting and marketing research.
b) It offers the media an economic way of buying and selling space
airtime since the media owners have to deal with a relatively small
number of agencies compared with thousands of individual
advertisers. The quality of advertising production will be high and
will match the standards and requirements of the media, and the
advertisements will comply with the law.
Services agencies:
1. Full-service agencies:
These are large or medium- size agencies capable of conducting a
complete advertising campaign. They may have subsidiary companies or
have associations with other companies dealing with marketing research,
public relations, recruitment advertising, or sales promotion.

2. Medium-size agencies:
There are many other medium-size service agencies which are
responsible for most modest accounts, augmenting their regular staff
with freelance and specialist services as and when required. There are,
for instance, many first-class freelance copywriters and visualiser who
prefer to work independently. The future is likely to see an expansion
of home-based creative staff that can produce layouts on computers,
write copy on word processors, and transmit their work electronically
to terminals in agency offices. This is one way in which agencies can
reduce the high cost of renting city offices.
3. Business-to-business agencies:
As the name implies, these agencies specialize in advertising
industrial and technical goods, which are generally combined as
business-to-business advertising mainly in the trade and technical
press, at trade exhibitions, and by means of printed materials such as
sales literature, catalogues and technical data sheets. Payment is
usually on a fee basis. Often, the principals of the agency will have
worked in industry, perhaps as advertising managers. The creative
staff will be familiar with the technology and its jargon and capable of
writing and designing authentically. This kind of advertising calls for
meticulous attention to detail. Although the accounts are smaller in
value, they tend to be more stable frequently in search of fresh ideas.
Copy writing
 Writing copy that sells
The creative team:
Advertising must present “the most persuasive selling messages.”
Copywriting is the art of writing selling messages. It is salesmanship in
print. If it fails to provoke the desired attention, interest, desire, conviction
and action it has failed. Of course, it is likely to be assisted by other forms
of creativity such as pictures, typography and perhaps colour, but the
copywriter should think visually and direct these other elements to achieve
his or her purpose.
The copywriter should work closely with the visualiser and
typographer to obtain artistic and typographical interpretation of his or her
copy. The copywriter cannot successfully work in isolation, merely writing
the words, with artists working in similar isolation to create the physical
appearance of the advertisement. Ideally, and for practical reasons, the
complete advertisement should be a team effort. The design or layout should
give effective presentation of the words, the illustration should give
emphasis and support, and the typography (choice of typefaces, and their
size and weight) should make the copy legible and give emphases where
necessary. The copywriter should always try to write the final appearance of
the advertisement in mind.
Basic rules:
The essential characteristics of copywriting are as follows:
1. It must sell, even if it reminds.
2. The secret of successful advertising is repetition, whether by
continuously advertising or by the use of repetition in the
advertisement.
3. People do not necessarily want to read the advertisement. Therefore
the message must not waste words, and convey its message quickly
and with impact.
4. If the reader hesitates at an unknown word, attention is lost. Therefore
every word must be easily understood and there must be no
ambiguity.
5. Short words, short sentences, short paragraphs help to demonstrate the
message and make it easy and quick to read and absorb.
6. While taking care to writ clearly and accurately when using language,
copywriters must also develop skills for abusing language to achieve
the results demanded by the brief.
Layout and typography
 Planning the advertisement
1. Teamwork:
Advertisements are often produced separately by the art director, who
designs them, and the copywriter, who writes the text and creates the basic
idea and theme known as the copy platform. As has already been
emphasized in 11:1 these two creative experts should work as a team. The
copywriter should think visually, that is considered how the words should be
seen as well as read. It is a bad system for the two to work in isolation, and
for the visualiser merely to fit words to design. If there is no teamwork, and
no discussion between visualiser and copywriter, the result could be an
advertisement crammed with too much copy printed too small to be legible.
Similarly, the copywriter could suggest how the advertisements should be
illustrated, while the visualiser could suggest how many words are required
for the available space.
2. AIDCA formula:
This well-used formula helps in the overall planning of an
advertisement, and it is particularly applicable to the hard-selling
advertisement. It applies not only to the copy, layout and typography but
also to the choice of medium, the space size and its position in the
publication. An analysis of the five elements of the formula will explain this
more precisely.
3. Attention:
Unless an advertisement grabs attention, diverting the reader from
either the editorial or other advertisement, it will not even be noticed.
Attention may be achieved by position in the publication (either which page
or on which part of a page), or by the size or shape of the advertisement.
Even a tiny advertisement will attract attention if it is in the right position
(e.g. a house for sale classified or a resort ad in a section on holidays).
Creative devices can be used to attract attention, e.g. colour, headline,
Illustration together with the general layout and choice of typeface. Thus,
attention-getting may depends on a blend of factors, not forgetting the
subject of the advertisement itself.
4 . Interest:
There is no point in using these devices to make people look at the
advertisement unless it also gains their interest. It may do so selectively, and
certain readers will be interested in advertisement for, say, cosmetics, foods
etc. interest may be achieved by the offer, the picture, or the copy and these
will in turn be strengthened by the impact of the wording and presentation.
5. Desire:
After attraction and interest, readers must be encouraged to desire the
product or service. It is most important element. How, creativity, can it be
made desirable? What benefits are offered? There is an exchange situation:
what will the reader gain by paying the price? Why should the reader
sacrifice his or her money? – answering these questions in order to make
people to desire.
6. Conviction:
It is all very creating the wish to buy, own or enjoy the product or
service, but it is also necessary to inspire conviction that it really is worth
buying and that it will give satisfaction. This may require convincing facts,
proofs of added value, performance, testimonials and so on. Readers are
likely to lose interest if essential information is missing from an
advertisement.
Such information could include the price, which can be one way of
judging a product or service. Is it good value for money?
7. Action:
The next question is how can the advertisement induce response?
Some advertisement merely remind, others build up interest and desire
against immediate action.
Design and layout
The design of a press advertisement goes through a number of stages. First,
rough scribbles, scamps or visualiser will be sketched in pencil or marker
pen, and numerous experimental versions will be produced by the visualiser,
until the final layout.
Final idea will be worked up in a form which is sufficiently intelligible and
can be shown to the client for approval. When this provisional layout is
approved, artwork is commissioned and the layout artist produces finished
layouts with typographical mark-ups, regarding typeface and sizes.
The eight laws of design:
The basic principles of design, which can be applied to advertisement, are
· Law of unity
· Law of variety
· Law of balance
· Law of rhythm
· law of harmony
· law of proportion
· law of scale
· Law of emphasis
Typography:
Typography is the art of selecting typeface, of which there are
thousands of designs; blending different typefaces; casting off the number of
words to fit spaces; and marking up copy for typesetting, using different
sizes and weights.
Television commercials:
· Storyboard:
The “visual” for a TV commercial is a set of drawing set in TV-screen
shapes or rectangles which tell the story of the proposed commercial. This is
known as the storyboard. The client approves this, together with the copy,
before any shooting is done.
· Special effects:
The agency’s TV producer is responsible for the conception of the TV
commercials. The actual commercial is then made by an outside director and
production unit. Most commercials are first made on film, but can be
transferred to video for post-production treatments such as special effects
and computer graphics.

Company Profile

Mudra communication limited

Introduction;
One client Vimal and a 500 sq ft office that was Mudra in the year 1980
They were a small agency tucked away in Ahmadabad with one clearly
Articulated goal to be a top 5 agency .there ambition with an almost
manic
obsession by creating the best contemporary advertising that had our
client
and other people taking notice.
As a young agency operating out of Ahmadabad its growth was driven
helping small business with big ambition explode their brands to the
country
at large.
With in 9 years they were the largest Indian advertising agency.
HISTORY POINTS :-
• Mr. A. G. Krishnamurthy founded Mudra communication on 25th
march
1980
• Mr. Krishnamurthy started his advertising career with Shilpi
advertising
in 1976
• He moved to Reliance Industry as advertising manager 4years later
he
founded Mudra communication
• Mr. Krishnamurthy started Mudra with one brand Vimal .today Mudra
has 125 client this multifold increase is a testy many to his passion and
zeal
• In 1991 he created the Mudra institute of communication Ahmadabad
(MICA) the only advertising school of it s kind in Asia
• In 1995 Mr. Krishnamurthy was nominated as advertising person of
the
Year

Strategic Intent
PROFILE OF MUDRA COMMUNICATION LTD
Head quarter Mumbai
Industry Marketing and advertising
Type Privately held
Status Operating
founded 1980
Sanjay Sharma New president(North & East)
Company size 501-1000 employees
Web site www . Mudra .com
Members in the management of the Mudra
communication ltd
Name Designation
Sebastian Joseph Executive, vice-president and head
technology
Mohit Bhagchandani Country head, Mudra sport
Joy Deep Dasgupta Vice president and national strategic,
planning head
Sonal Jheej Account planner
Present situation of Mudra communication;
It was started in 1980 Mudra rose to become the 3rd largest agency in
the country. In a short span of nine years, today the Mudra group is
one of
the India s leading marketing communication networks
The group utilizes it s deep understanding of consumers brands and
media to
deliver creative business solution –A customized and collaborative
approach
helps it s client build enduring and profitable brands
The group offers integrated communication services through it’s
platform
(1) Mudra and DDB
(2) Mudra (advertising)
(3) Mudra max (integrate communication planning and
implementation) (4)
Mudra health and life style (health and life style advertising)
(5) Water (brand strategy and design consulting)
In the present year Mudra is poised to exceed a turnover in excess of
15 billion at it continues to maintain it s aggressive growth rate.
Mudra is one of the management admired marketing communication
network in the country a highly rated agency both by client and
industry.
Mudra south won the agency of the year at the ad club Cochin’s paper
awards 2009 10.4.09
Achievements of the Mudra communication ltd
*It was a Mudra that first gave India double spread colors ads
*it was Mudra that first sponsored commercial telecast of a major
sporting
event with the India and west Indies series of 1983
*it was Mudra that first branded a public issue Reliance Khazana
*it was Mudra that made India s first telefilm Janam
*it was Mudra that gave Doordarshan Rajani .The serial that heralded a
new
consumer awareness in India
*it was Mudra that gave India s it s first academy for advertising.
THE Mudra Institute of Communication (MICA)
*it is a Mudra that gave India s advertising community its first
advertising
archives marketing and Advertising Gallery(MAG)
MEMORABLE ADVERTISING
Mudra has created some of the most memorable advertising in India
they
are;
1. Only Vimal
2. I Love You Rasna
3 My Daddy Strongest
4. The World in Your Pocket
6 The Mint With The Hole
7 Team Samsung
8 McDonalds Mein Hai Kuch Baat
9 Kar Lo Duniya Muthi Mein

CHAPTER 4 Organisational Structure

People working in an agency:

Accounts Executive: It is a key career option in advertising
agency. He
is called an Account Director when he is a member of the Board. He is
a link
between a client and his staff. The marketing or advertising
department of
the client briefs him. He communicates this to the agency people.
He reaches out to different clients for seeking new business. Even
clients who want an agency' to work for them contact the accounts
executive. This business development work makes it virtually a
marketing
manager of the agency.
Do right-brained people make better account directors?
INSTITUTE OF MANAGEMENT SCIENCES, LUCKNOW 5
ADVERTISING AGENCY OF INDIA
The faculties of logic and reason are supposed to reside in the
leftbrained
people. While intuition and creativity are believed to be in the right.
So far, accounts director was considered suitable if logical and
systematic,
i.e., left-brained. But if he has to motivate a team, he should be
inspiring and
creative too, i.e., right-brained.
Copywriters: They are the wordsmiths who do the wording of an
advertisement. They are bright and talented. They have a flair for
language.
They contribute to the theme of an advertisement. Creation of
successful
copies for different clients establishes them in this field.
Visualisers: These are artists who put on paper what has been
thought out
by the copywriter. They in fact design the ad.
Creative Director: He co-ordinates the copywriting and designing. He
is a
senior professional who is seasoned in an existing advertising agency
set-up
to take on this mantle.
Production Department: Persons of diverse talents like printing
technology, DTP, photography, typography etc. are involved here.
Media Planner: He has to allocate the advertising budget amongst
media.
He has to select the appropriate media. He decides about the
frequency, size
and position of an advertisement. He decides about its publication
date. He
receives the tear-off copies from the media when the ad is published.
He is
guided by the media research, which he undertakes, or by research
undertaken by an outside agency. Media is the most professionalized
department of advertising agencies.
Marketing Research: Modern agencies are integrated set-ups. They
provide a range of marketing services. Research data become very
useful as
input to the creative process.
The Media : Most of the media today sustain on advertising revenue.
They
sell space or time. While selling space or time, they have to convince
the
client about the reach of their media vehicle, the composition break-up
of
their readers and the pricing of their space/time selling. They monitor
the
market, survey their readers, and highlight their readers' demographic
and
geographic characteristics. They also maintain relationship with the
media
department of advertising agencies who buy space/time on behalf of
clients.
Ancillary Services : These are needed to produce/create
advertisement. A
whole range of services like studio service, photographic service,
printing
service, gift item producers etc. fall into this category.
INSTITUTE OF MANAGEMENT SCIENCES, LUCKNOW 6
ADVERTISING AGENCY OF INDIA
Freelancers : These are professionals who work independently and
have a
successful track record. They are copywriters, jingle singers, radio
announcers, artists, visualizers, technical writers etc.
Organization Structure of Advertising
Department
All major advertisers maintain an advertising department. The
structure
of the department however may vary from one organization to
another, as
each one tries to develop a form, which is most suited to one's
requirements.
The principal forms of organizational structure are based on
• sub functions of advertising, such as copywriting or artworks
• communication media
• geographical spread
• product and
• End users.
Irrespective of the specific form, the advertising department has to
perform several functions. Principal among these are setting
advertising
goals, plans and budget, selecting the outside ad agency, maintaining
contacts, providing support to the marketing staff and monitor the
functioning of the ad agency. Selecting the ad agency is one of the
important
tasks of the advertising department. Several criteria, including
experience,
size, track record and the quality of the personnel, are considered in
the
selection process.
As you know, there are different categories of advertisers. Depending
upon their functions, each organization develops its own structure, of
which
advertising department is a part. What is important in this connection
is to
analyze the functions an advertisement department is expected to
perform.
Organization is a Manufacturing Unit-
Manufacturing firms carries out bulk of advertising. It is therefore,
necessary to understand the various principles on which the
advertising
department can be organized in manufacturing units. The basic
principles
are:
(a) By Sub-functions of Advertising :Advertising as a function can
be
segmented into its various components, such as, Copywriting, Art
Production
and Media. A specialist who in turn reports to the advertising manager
can
handle each component.
ORGANISATIONAL STRUCTURE
Reporting Structure:
The advertising manager has to report to somebody who is
higher up in the organizational structure. To whom the advertising
manager would depend upon how much importance advertising is
given to the total operations of the firm. There are several alternatives.
These are:
• Report to the Chief Executive (Chairman/MD.)
• Report to the Director (Marketing)
• Report to the divisional head if the firm is a multi-division firm and
responsibility is delegated at the division level

CHAPTER 5 Analysis - Objective Wise

CHAPTER 6 SWOT ANALYSIS

SWOT Analysis of Mudra communication

Strength
- Satisfying the need of the customers
- Meeting up the client requirements in time
- Innovative & creative in advertisement segment
- Quality in advertisement
- Global exposure with higher rewards & appreciation
- Efficient team working environment
Weakness
- Pricing strategy
- Lack in promotion strategies towards increasing the brand name.
Opportunities
- Entering in global market to attract global clients
- Being the oldest advertising agency in India, it brand among its
clients- they have lot of client coming back with new product for
getting advertised.
- In its successful journey, they lot of wonderful memorbal
advertisement done by them- this has increased there brand
image in the Indian market.
Threats
- Challenging stiff competition from its competitor’s from both
domestic & international levels.
- Changes in the taste & preferences of clients.
- Lack of creative minds & also too expensive in overall
management.
CHAPTER 7 FINDINGS, CONCLUSIONS AND SUGGESTIONS

FINDINGS:
• Price of Designer Tiles is varies with Brand name, Quality,
Size
and Design also.
• Most of the Dealers sell sanitary items and cippi-fittings
with
Tiles.
• Dealers give sales preferences to individuals for Tiles with
Good –
Quality, Low cost , and New Designs Like : Bell, Kajaria,
Somany
and other local Tile companies
• .
• While customers – residential – give preference to Price,
Quality,
Brand name, Design , Colour , Strengths , Stiffness ,
Durability ,
Looks , Breakability , Scratch resistance ability , Life Span
and
Size also.
• Builders mostly choose Low Price, Medium Quality Tiles.
• Most of the Dealer provides other services to customers if it
required.
• Dealers need company’s support in – Discount rate, Readily
availability, Changes in Design in short period, Reasonable
rate of
Tiles, Samples.
• People prefer Designer Tiles in order to looking for
something
new, New and Glossy Look, Different from Normal Tiles.
• People know about various Designer Tile Brands Like:
Kajaria,
Somany, Bell, Saint – Gobain, Euro, Asian, City Tiles, Weston,
Region and other local Brands.
• Now days Designer Tiles have new trend in design, colour
or
pattern.
• Mostly white, iwary colours are used but there are lots of
designs
available.
• Most of the people set their budget around 20 % of the total
expenditure for Tiles for their houses.
• Most of the people buy Tiles from Gota area.
• Dealers provide 5 to 10 % discount to the customer.
• Imported Tiles have good market but they are far behind in
competition, comparing with Local Tile Companies.
• Imported Tiles have problem in Cleaning. It has more
serious
problem that is they are not available in market as same as
they
early.
• The reason behind success of Local Brand is that they
provide 1st
quality product in Local area while other companies provide
2nd or
3rd quality product to the Local market.
• Interior professionals have very low influence in the buying
process of Tiles.
• Mostly people goes to market, search for the right product
and they
finalise the product. So they visit directly to the Dealers.
• Mostly ladies are the most influence person in the buying
process
of Designer Tiles. In rest of the cases whole family have
influence
for their choice.
• Customers are very rare who heard about “Graffiti.”
• While Dealers are heard about “Graffiti” but not know more
about
it.
• Dealers have view that “Graffiti” has good Brand name but
also
high cost.

Conclusion:
In today’s world which is fast moving & dynamic, people’s wants,
need and desires are changing; it’s very important to know them and
give them what they want. This is the main objective of advertising
where ad agency plays major role in market research, making of
creative, launching it in the market, taking the feedback of consumer
and making any product famous and acceptable among consumers. Ad
agencies are playing an important role in shaping present and future of
not just selected brand but of entire company.
There is no one -- sure-fire -- best way to advertise your product
or service. It is important to explore the various advertising media and
select those which will most effectively convey your message to your
customers in a cost-efficient manner. Always to be remember,
advertising is an investment in the future of your business.
Ad agency is service industry it is growing very fast .talented
people are hired and they are showing there creativity ability .the ad
agency are providing services to the branded company carrying there
advertisement campaign most effectively.
They know how to attract the consumers .from one side agency
are very costly they are charging more money for the advertisement
campaign. On other side it is useful to the company .the ad agency can
launch the company product in better way.

I think ad agencies are playing key role in-increasing the brand &
performance of a product or services of a company. Thank to ad
agencies contribution for changing our world of dreams & desire.

Conclusions
• It’s difficult to sell anything to people who don’t know
about company or its product.
• Advertising makes the sales happen.
• Advertising is often as important to a small business as
location, employees, and cash flow. It’s an essential form of
business
communication, for both products and services.
• Frequency is a key to successful advertising strategy.
Frequency is the number of times the average person sees
an ad.
• The objective of advertising agency is to hammer
company’s message into the minds of their potential
customers.
Company wants them (potential customers) to recall
company’s
message and be motivated to buy from them (company) at
the critical
moment.
• To accomplish this, frequency is vital. A consistent
advertising program with a well thought out theme is vital to
increasing sales through advertising.
65
• So more and more companies are heavily advertising their
products and also allocate more budgets for that.
• In today’s competitive environment a good advertising
campaign makes a large difference in company’s business.
• Mudra successfully creates their clients Brand Image and
their consistency in their work make them at top and
sustaining their
top position in future also.
• For “Graffiti”, creates its brand image. Now people know
about “Graffiti”.
• Print ads in dailies/magazines are not as successful as ads
on
radio or on hoardings.
11. My Learnings
During this project I learnt about the planning and execution
processes of
advertising, market research and marketing functions. But
not only these
things, I also learnt various important skills, activities, work-
styles and
working environment of an organization.
In Mudra, every person work under tremendous pressure to
do the best
within time limit. Their relations between each other are very
friendly.
So I learnt that how to do work without taking more stress
under
tremendous pressure and how to make good relations
between your seniors
and juniors. This knowledge helps me not only in my
professional career but
in my normal life also.
Active Listening:
Giving full attention to what other people are saying, taking
time to
understand the points being made, asking questions as
appropriate, and not
interrupting at inappropriate times.
Speaking:
Talking to others to convey information effectively.
Reading Comprehension:
Understanding written sentences and paragraphs in work
related
documents.
Social Perceptiveness:
Being aware of others' reactions and understanding why
they react as
they do.
Time Management:
Managing one's own time and the time of others.
Instructing:
Teaching others how to do something.
Active Learning:
Understanding the implications of new information for both
current
and future problem-solving and decision-making.
Coordination:
Adjusting actions in relation to others' actions.
Oral Comprehension:
The ability to listen to and understand information and ideas
presented
through spoken words and sentences.
Oral Expression:
The ability to communicate information and ideas in
speaking so
others will understand.
Originality:
The ability to come up with unusual or clever ideas about a
given
topic or situation, or to develop creative ways to solve a
problem.
Speech Clarity:
The ability to speak clearly so others can understand you.
Visual Color Discrimination:
The ability to match or detect differences between colors,
including
shades of color and brightness.
Fluency of Ideas:
The ability to come up with a number of ideas about a topic
(the
number of ideas is important, not their quality, correctness,
or creativity).
Visualization:
The ability to imagine how something will look after it is
moved
around or when its parts are moved or rearranged.
Organizing, Planning, and Prioritizing Work:
Developing specific goals and plans to prioritize, organize,
and
accomplish your work.
Getting Information:
Observing, receiving, and otherwise obtaining information
from all
relevant sources.
Thinking Creatively:
Developing, designing, or creating new applications, ideas,
relationships, or products.
Identifying Objects, Actions, and Events:
Identifying information by categorizing, estimating,
recognizing
differences or similarities, and detecting changes in
circumstances or events.
Scheduling Work and Activities:
Scheduling events, programs, and activities, as well as the
work of
others.
Time Pressure:
How often does this job require the worker to meet strict
deadlines?
Cooperation:
Job requires being pleasant with others on the job and
displaying a
good-natured, cooperative attitude.
Self Control:
Job requires maintaining composure, keeping emotions in
check,
controlling anger, and avoiding aggressive behavior, even in
very difficult
situations.
Stress Tolerance:
Job requires accepting criticism and dealing calmly and
effectively
with high stress situations.

BIBLIOGRAPHY

Bibliography-
Marketing management by Philip kotler
Advertising principle practice by Burnett wells Mariraty

13. Bibliography
· Advertising by Frank Jefkins, revised by Daniel yadin.
(4th edition)
· The Advertising Handbook by Sean Brierley.
· Advertising management by Rajeev Batra,
John g. Myers,
David a. Aaker.
(5th edition)
· Marketing Management by Philip Kotler,
Kevin Lane Keller
(12th edition)
· Brand Management Checklist by Brad Van Auken.

Webography
• www.mudra.com
• www.graffititiles.com
• www.indiainfoline.com
• www.exchange4media.com
•www.clarkeagency.
www.google.com
www.india advertising agency.com
www.yahoo.com
www.msn.com

Mudra Communications Ltd

Mudra House, Sheth CG Rd, Ellisbridge, Ahmedabad 380 006
Tel: (0091 79) 656 5659 Fax: (0091 79) 642 5058
Branch telephone numbers:
Ahmedabad: (0091 79) 646 1530/23
Bangalore: (0091 80) 5588692
Delhi: (0091 11) 616 5290/92
Mumbai: (0091 22) 496 4800
Chennai: (0091 44) 825 0932, 8273151
Calcutta: (0091 33) 474 9084/85
Hyderabad: (0091 40) 3314181, 3390494
Kochi: (0091 484) 365750/301
E-mail: r.arora@mudra.com
URL: www.mudra.com