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Introduction

What is advertising?

The word advertising comes from the latin word "advertere meaning” to turn the minds

of towards".

According to William J. Stanton, "Advertising consists of all the activities involved in

presenting to an audience a non-personal, sponsor-identified, paid-for message about a product

or organization."

According to American Marketing Association "advertising is any paid form of non-

personal presentation and promotion of ideas, goods and services by an identified sponsor".

Advertising is used for communicating business information to the present and

prospective customers. It usually provides information about the advertising firm, its product

qualities, place of availability of its products, etc. Advertisement is indispensable for both the

sellers and the buyers. However, it is more important for the sellers. In the modern age of large

scale production, producers cannot think of pushing sale of their products without advertising

them. Advertisement supplements personal selling to a great extent. Advertising has acquired

great importance in the modern world where tough competition in the market and fast changes in

technology, we find fashion and taste in the customers.

Objectives of advertising

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The fundamental purpose of advertising is to sell something - a product, a service or an

idea. In addition to this general objective, advertising is also used by the modern business

enterprises for certain specific objectives:

To introduce a new product by creating interest for it among the prospective customers.

To support personal selling program. Advertising maybe used to open customers' doors

for salesman.

To reach people inaccessible to salesman.

To enter a new market or attract a new group of customers.

To light competition in the market and to increase the sales as seen in the fierce

competition between Coke and Pepsi.

To enhance the goodwill of the enterprise by promising better quality products and

services.

To improve dealer relations. Advertising supports the dealers in selling he product.

Dealers are attracted towards a product which is advertised effectively.

To warn the public against imitation of an enterprise's products.

Background of this report

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At Lahore College for Women University this, this is essential degree requirement for the

student of BS (Hons) mass communication to complete internship program of eight weeks in

well reputated advertising agency. Report writing follows the internship which is integral part in

fulfillment of the requirements for the degree of BS (Hons).

The report encompasses the knowledge of internee that she obtain during her course of study in

the advertising agency , her learning and analysis her experience that the internee has during

internship in the light of which recommendations are made.

Purpose of the internship

Purpose of the study was too prolonged.

General purpose

To become familiar with the functioning of advertising agency.

To get practical experience of theoretical work the internee has done in the institution.

To know the function of advertising agency and how this is done in practical field.

To know the rules and regulation of office and employment and how to perform assigned

duties.

To perform activities according to our course requirement.

Specific purpose

The specific purpose of internship is the partial fulfillment as a requirement for the

completion of BS (hons) degree

To objectively observe and learn the functioning of creative, media and marketing

departments.

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To make recommendation or implementation plans of the advertising agency in the light

of our professional studies.

To gain experience in advertising agency to understand it practically

The internee did her advertising internship in Message Communication from 1st April 2015 to

30th May 2015.

Introduction of organization

Message communication

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 in marker.”

“For us the client comes first.”

Vision

Our vision is to bring new dimensional advertising to clients in what we do and to bring

them fast and prompt result.

Moto

“We can’t afford to go slow in advertising”

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Clients of Advertising Agency

Honda

Atlas Honda

Abid group of companies

Dream Gardens

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Government of Punjab

NEXUS

PANTHER Tyres

Elixil Group

Eden Life Style Homes

PAC

DA

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Olives and olives oil

UNIFOAM Makes a Home

Tara Group

UNIFEM

AL HILAL

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Brighto Paints

Sana Safinaz

Western Union

BUNNYS

Dawood Herculus

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BREAKOUT

FAYSAL BANK

Ghosia Builders

WATER Aid

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IZHAR Group of companies

DELL

NFC

Rafi Group

ZARCO Exchange

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Virtual University

UK aid

THOMSON

RANI

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Departments of Agency

Advertising agency comprise many departments

Media department

Creative department

Art & Design department

Marketing department

Accounts management Department

Av video

Media and buying planning

Accounts

Human resource Department

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Organizational Chart

Departments in which Internee worked

Media Department

Print Media Electronic Media

Creative Department

Irsalan Idrees Creative director

Ejaz hussain Media Planner Ali Hassan

Marketing Department

Huzaifa AnwarGroup Account Manager

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Media department

Creative Department

Marketing Department

Studio

Personal Learning

During two month of internship in this organization the internee learned a lot. During

internship the interne has done work in four departments. In creative department internee worked

under the supervision of Arsalan Idress who is the creative director in the creative department.

Moreover internee has gained the experience of Media Department under the supervision of Ejaz

hussain who is Media planner. Internee also worked in electronic media under the supervision of

Ali Hassan. Under the supervision of Huzaifa Anwar who is group account manager in

marketing department.Internee has also analyzed the working of marketing department.

During two months of internship the internee learned how practical field is different from

theory. In media Department internee learned about costing of ad in newspapers and magazine.

Moreover internee learned about the effectiveness of ad. In electronic media internee learned

about different terms and terminologies.

During two weeks in creative Department internee write slogans and taglines and learned

how to write a copy for ad. Internee writes a copy for the Ad of Lawn. In marketing Department

internee learned about field work, Role of agency and about the functions of Different media

departments.

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Acquired competency

Thus it was good experience and the internee learned lots of new things which was ever

experience before.

After working in ad agency departments the internee have gained the experience for

professional field. This will help internee in future being a mass communication student.

Problems

The problems faced by internee during internship are

Advertising agency is conjusted

Systems are not available for internees

Time management during university and internship hours

Recommendation

This internship gave the internee a sense of confidence and her lots of skills are polished

in before related to advertising and media. The internee learned how to complete the assignment

on time and punctuality is the gate of success without it no one can survive in practical field.

Internship help student in developing professional work habits and provide an

opportunity to analyze the difference in work style. Doing internship successfully is often an

excellent way of gaining actual employment in the same occupational field. Internship provides a

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bridge between academic to professional world. As, it’s a bridge towards professional field thus

it should be after the completion of semester because it’s a half time job and students have to

give proper time to it. Moreover it becomes difficult for student to do internship along with

thesis and projects.

Conclusion

By participating in an internship, one can gain experience and enhance their knowledge.

Internship is very helpful for students to explore their hidden abilities and learned a lot of new

things which they cannot experience while studying in university.