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Issues related with Event Management for ClientsAt Prisma AdvertisingPresented By:Sudha Luitel3rd Sem MBA, SOMTUInternship Report1Background of Internship

SOMTU has incorporated 10 weeks full time real-life internship experience as a compulsory subjectfor exploration of new ideas and visions among its student. helps in understanding organizational and professional experience provides with valuable insight into professional and industry-oriented aspects of management practice as a support for their career. Internship Organization: Prisma Advertising Pvt. Ltd.ObjectivesOn the basis of 10 weeks internship at Prisma Advertising Pvt. Ltd. with specific objective:To observe the daily operations of the advertising industry.To understand the department-wise activities of an Advertising Agency.To learn various aspects and functions of advertising agency.

Brief Profile of the Advertising Agency

Anadvertising agencyis a service basedbusinessdedicated to creating, planning and handlingadvertising(and sometimes other forms of promotion) for its clients.Agencies are hired to producetelevision commercials, radio commercials,online commercials,newspaper and magazines as part of anadvertising campaign.Advertising in NepalNepals first printed form of advertisement in Nepali language was published in a cover page of a book called Mokshashiddi, by Krishna Giri in 1919 BS. According to AAAN, there are about 500 advertising agencies in the country, among them only 100 ad agencies are functioning. The ad agency has 40 to 45 per cent of total advertising share. There are about 10-11 big ad companies, which have full capacity to produce advertising for print, audio and visual.

About the internship organizationPrisma Advertising Pvt. Ltd.Name: Prisma Advertising Pvt. Ltd.Parentage CompanyOgilvy & Mather Worldwide Establishment1991 A.D.Location:Dillbazar, KalikasthanOwner/CEO:Mr. Ranjit AcharyaEmployees: 42 full-time personnel

Recognition and Achievement of Prisma AdvertisingThe only advertising agency in Nepal to have won the covetedBellringer Awardin the year2000. Crity Awards organized annually by Advertising Agencies Association of Nepal (AAAN) Abby Awardin the year 2007, a prestigious advertising awards in the SAARC countries presented by Ad Club of Bombay.Prisma was awardedThe Himalayan Times Peagasus CriticsChoice Advertising Award in the year 2007. Major Clients of Prisma AdvertisingCoca-ColaKL DugarBajaj (Pulsar and Avenger) Century BankSamsungKia MotorsMicromax Arghakhanchi CementDish Home Western UnionEverest BankBacardiRaag GoldWorks and Activitiesas an intern

Research and analysis: Gathering information regarding industry, competition, customer product or service; as well as presenting findings in power point presentation with recommendationsInvolvement in press meetings and other events of clients.Assisting public relation services in the management of daily records.Assisting PR for accurate recording of the new ads and releases of clients and their competitorsCalculation of PR values of the Clients based on rate of media.Analysis of Works and Activities PerformedLearnt about various PR and CS activities of the company with occasional interaction with media department.Besides, learning exposure in almost every department of the Prisma Advertising, the interns could not properly learn the about the function of creative department because of the organizational rules.

Activities Performed in Various DepartmentsPublic Relation DepartmentDish Home HD1 & HD2 launch Press MeetRaag Golds Dealers Meet Tracking Newspaper CoverageAdvertisements Data EntryPreparing Press Release Reports

Activities Performed in Various Departments (Contd) Client Servicing Department:Bajajs Pulsar & Avenger Market Segmentation DetailsBajajs Scheme SurveySurvey on happinessGeneral Research on Nepalese Youths BehaviorActivities Performed in Various Departments(Contd)Non-Departmental task:PowerPoint preparation on FONEvent Flow record in Nepali Tara, Grand Finale-Season 3

Learning experience gainedWhat does an ad agency do as a workflow process?How do the creative department, PR, CS and media department work for launching advertising campaigns?How is advertising integrated with other promotional tools to create effective marketing communication plans?What is the overall status of Prisma Advertising?What is the organizational culture within advertising agencies?

Experiences and Professional Skill LearnedBeing primarily involved in the PR Department, I was responsible: for attending some press meets and events, making data entries, tracking online coverage for clients, preparation of PR report for clients, tracking release of competitors and clients itself. Major issue identifiedThe issue that took my interest was the issues with Event management for the Prisma Clients. Event management in Prisma involves studying the details of the brand,identifying the target audiencedevising the event conceptplanning the logistics and coordinating the technical aspects before actually executing the modal of the proposed event. Clients events in Prisma includes:

All creative, technical and logistical elements of the event or just a subset of these.Product launches, press conferences, corporate meetings and conferences, marketing programs (road shows, grand opening).Whole organization and management of all necessary corporate events that clients company needs to conduct.Issues with Event ManagementVarious issues are involved and are subject to be considered for creating a success event.Media PresenceFluctuation in Clients Decision Audience issuesCelebrity issues

Issues with Event ManagementTiming issuesEvent flow issuesNo proper mechanism for event procedureChances of wrong decision in rushConclusionPrisma is a full-service interactive advertising agency. It approaches projects with the right mix of creativity and market analysis.A good media event can be an invaluable way of getting message across creating events with maximum style and impact.Prisma and Clients both need to communicate openly time and again and understand the need and objectives of one another for a successful event.Internship was proved to be fruitful for me as I got to learn new experience and skills within well known advertising agency in the market.Conclusion (Contd)Even with lot of time and money with heartfelt effort, not every clients event becomes successful and there are issues of event management that exists. From the observation and informations gathered, intern reached to the conclusion that striking a balance in the events of client can be a difficult task for Prisma, but it is absolutely necessary for the progression of a brand. Recommendations for handling the issueFocus on the event procedure after making a detailed background check on the location, audiences and MCs to be assigned or invited for the event.Public Relation Department requires a proper mechanism of event procedure in order to have smooth event flow. Encourage the publishing house to attend the events and press meets of the clients.Assignment of sufficient personnel for the PR department so as to manage at the crisis point.

Limitations Time allotted for our internshipLearning about single firm of the advertising industry may lead to invalid generalization. safety and privacy standards of the organization, within the creative department was shortcoming for interns.

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