Ibrar Ahmed 1111

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INTERNSHIP REPORT ON

Image Technology

IBRAR AHMED

Submitted in partial fulfillment of the requirements

for the degree of Master of Business Administration

at

National University of Modern languagesIslamabad, Pakistan

December, 2010


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Image Technology@Copyright by IBRAR AHMED, 2010

National University of Modern Languages

Faculty of Information Technology & Management Sciences

It is hereby that the report has been thoroughly and carefully read and recommended to the

faculty of Management Sciences for acceptance of final internship report by IBRAR AHMEDsession (January 2009 To December 2010) Evening, in partial fulfillment for the degree of

Master of Business Administration National University of Modern Languages Islamabad.

Date:-________________

Supervisor Name: _________________________

Supervisor Signature: ______________________

Panel Member Name: ______________________

Panel Member Signature: ___________________

Head of Department: ______________________________

National University of Modern LanguagesH/9 Islamabad.

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Image Technology

National University of Modern Languages

Faculty of Information Technology & Management Sciences

REGISTRATION FORM

PERSONEL INFORMATION

Name of Student: IBRAR AHMEDSession: January 2009- December 2010Course: MBA (MARKETING) Shift: Evening

Roll No: Email: [email protected] No: +923325446740

Organization Name: Image Advertising

Brief Description: I have selected this organization because I was interested in Advertisingindustry. During internship I find out the MARKETING position of this organization so I have

selected this organization for the accomplishment of internship report because I was working in

MARKETING and other departments. So I did not feel any difficulty for the accomplishment of

report in this organization.

The available time limit for completing internship research report is 8 weeks immediately after

completion of course work.

Supervisor Signature: _________________________

Supervisor Signature: _________________________

Head of Department: ______________________________


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Image Technology

DEDICATION

All the dedication of my work is goes to my loving parents and my respected teacher who

encourage me for the completion of my work.


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Image Technology

ACKNOWLEDGEMENT

First and foremost, I would like to thank Almighty Allah for giving me the ability and strength to

complete this report. I thank Allah the Most Gracious and the Most Beneficent, for enabling me

to under take and complete this work.

I also thankful to our respective parents for providing us with the opportunity to receive higher

education in such an accomplished institution that required us to carry out such projects that

expand the dimensions of our mind and giving us better living standard.

I am very grateful to Mr. Adnan Iftikhar, coarse instructorunder whose guidance and assistance

I was able to successfully complete my report. I am also thankful to my colleague Mr. Waqar

Ahmeed, whose advice and thoughts helped me to gain a better understanding of advertising

agency.


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Image TechnologyTABLE OF CONTENTS

DESCRIPTION PAGE NO

Title page 1

Approval letter 2

Registration Form 3

Dedication 4

Acknowledgement 5

Table of content /; 6

Executive Summary 8

1. History 9 to 13

History of advertising in world 10

History of advertising in Pakistan 12

History of the company 13

2. Introduction of the company 14 to 21

Image Technology 15

Vision 17

Mission 17

Company values 17

Departments 18

Hierarchy 21

3. Marketing 22 to 31

Marketing overview of the company 23


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Image Technology4 Ps 24

Product and services 24

Price 26

Place 27

Promotion 27

Marketing Strategy 29

4. Analysis 32 to 37

Swot 33

Pest 34

Portfolio Analysis 35

Organization Structure 37

5. Internship experience 38 to 44

Job Description 39

Week wise Duties & Activities 40

Skills used and gained 42

Problems identified 44

6 .Recommendations, Conclusion 45 to 48

Recommendations 46

Conclusion. 47

Bibliography 48


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Image Technology

Executive summary

In Mba the internship program is very compulsory for students and without the internship

program degree is not completed .It is very important for me to learn all the concepts practically

associated with the course.Internship was my first step in practical life, through which I learnt a

lot and it has added valuable experience that would help me once I enter into the professional life

after the completion of my studies. For that purpose I select Image Technology and complete 8

weeks of training. During internship my working was for the four different departments: finance,

marketing, customer services and designing department. In finance department I learned general

recording of accounts, cash inflows and outflows. I enjoyed a lot in marketing department, their I

learned that how company promote sales, conducting researches and capture target market. I

spend two weeks in customer services department where I learned that how company interact

with clients. In designing department I seen different creative techniques and softwares

applications used by the designer.

In my report the first chapter is about overall history of advertising in the world, advertising in

the Pakistan and advertising history of the company. In second chapter the introduction of the

company is discussed, in which companys vision, mission, values, hierarchy, goals. Objective

and departments are being explained in detail. The third chapter is about marketing in which

companys product and services and marketing strategy is mentioned. Fourth chapter is about

analysis of the Image Technology, in this chapter SWOT and PEST analysis is explained in

detail. Fifth chapter is about internship experience, so in this chapter I mentioned job description,

specification, week wise activities and duties, skills used and gained during training and


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Image Technologyproblems I faced during internship. The recommendations for the company and conclusion of my

report are discussed in chapter six.

CHAPTER 1

HISTORY OF ADVERTISING


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Image Technology

History of advertising

Advertising is the nonpersonal communication of information usually paid for and usually

persuasive in nature about products, services or ideas by identified sponsors through the various

media."

The advertising business is a huge that has been going for millennia. The process of raising

awareness for a product or a service is indeed an ancient one, the first effective method of

advertising started with the ancient Greeks and Romans. What they did is they carved signs and

placed them just outside their shop. The picture on the sign would symbolize what product or

service they had to sell or offer. For example, a barber would most probably have a pair of

scissors as his sign.

The first radio-advertisement was broadcast in 1922 in New York on the WEAF radio station.

And the first television advertisement was broadcast July 1, 1941 in USA. George Reynell set up

the first advertising agency in London, United Kingdom, in 1812.In the 1950's world saw a huge

consumerism boom. The economy was thriving, and everything was cheap and must-have. With

the mass sales of the TV, advertising agencies could now broadcast their message by the widest

reaching, most popular and effective medium of advertising ever by far.

Advertising became big business in the 20 th century, offering many different jobs in advertising

agencies and the marketing section. The use of the media, like newspapers, television, direct

mail, radio, magazines, outdoor signs and of course the Internet made this growth possible. In the

19th century new technologies were developed and brand-new methods invented. As a result a


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Image Technologysurplus of production was formed. Warehouses of many factories were overflowing. In this way

it was necessary to create useful advertisements, which would cover all large spaces, utilizing a

large variety of mass media sources.

The first advertising agent who created such a network was Volney Palmer. The agency placed

ads produced by its clients in various newspapers. Another early advertising agent in London

was Charles Barker, and the firm he established traded as 'Barkers. They used advertising

techniques to promote commercial goods and services can be used to inform, educate and

motivate the public about non-commercial issues. In 1960s advertising transform into a modern

approach in which creativity was allowed to shine, producing unexpected messages that made

advertisements more tempting to consumers' eyes. Now advertising agencies used different

techniques to promote the products.

The late 1980s and early 1990s saw the introduction ofcable television. Marketing through the

Internet opened new frontiers for advertisers. At the turn of the 21st century, a number of

websites including the search engineGoogle, started a change in online advertisingby

emphasizing on creativity and promotion of new ideas. Now Commercial advertising media can

include wall paintings,billboards, street furniture components, printed flyers and rack cards,

radio, cinema and television adverts, web banners, mobile telephone screens, shopping carts,

webpopup, skywriting, bus stop benches, human billboards, magazines, newspapers, town

criers, sides of buses.


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Image Technology

History of advertising in Pakistan

Advertising promotes a product, service or event to its target audience. A target audience is the

portion of the general public that products, services or events were created for to fill a desire or

need in the marketplace. Advertising is written by advertising copywriters and finished with

artwork by graphic designers. An advertising agency or ad agency is a servicebusiness dedicated

to creating, planning and handling advertising (and sometimes other forms ofpromotion) for its

clients. An ad agency is independent from the client and provides an outside point of view to the

effort of selling the client's products or services. An agency can also handle overall marketing

and branding strategies and sales promotions for its clients.

Advertising agencies are operating the business almost in every city of the Pakistan. Especially

in big cities like Islamabad, Karachi, and Lahore. Since 1952 Ad agencies come in all sizes;

some advertising agencies limit the amount and kind of service they offer. Such agencies usually

offer only one or two of the basic services. For example, although some agencies that specialize

in "creative" also offer strategic advertising planning service, their basic interest is in the creation

of advertising. Similarly, some "media-buying services" offermedia planning service but

concentrate on media buying, placement, and billing.

Advertising agencies produce logos, creating effective and attractive color schemes to draw the

consumer's attention to their clients' ads. They also prepare slogans and brochures, and write

descriptive copy for sales materials.


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Image Technology

History of the company

It all begins 25 years back with a single product, doing business in a single market Mr.

Muhammad Ibrahim Janjua was the founder of Image studio.

It was not just the name of the company but was the birth of a new concept equipped with the

innovative idea to face the challenges of the dynamic environment, Image studio renamed as

Image Technology. In year 2001 which is now being run by the third generation.

Marinating the traditions of Image studio, Image Technology continued to provide the best

products and services to it clients at competitive price.

Till 2005 it was providing the outdoor advertising products and services to many local and

multinational companies, but in 2006 it expanded it business by stepping in to flex printing and

2009 LSED (Large Scale of Electronic Device).

In an era when there was no concept of Flex and every advertising board (Billboards) had to be

painted with hands, Image studio is the pioneer of introducing the Flex skin on advertising

boards. It prides itself on its proven track record for its excellent products and services which is

the reason why market giants like Mobilink, U-fone, Wi-tribe and Muree Beverages and Haier

electronics chose Image Technology for their launches and campaigns in twin cities.

In 2009 it expended it business by stepping into LSED.

It prides itself on its proven track record for its excellent products and services which is the


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Image Technologyreason why market giants like Sama Tv, Shazeen and local & multinational companies.

Companies chose image technology for playing their adds.

CHAPTER 2

INTRODUCTION OF THE COMPANY


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Image Technology

Image Technology

Image Technology is a specialized agency dealing in outdoor advertising only.The company

uses various types of promotional displays LSED, from highway billboards to transit posters and

arena placement, all geared towards communicating a message to the public. The message might

be to buy a product, take a trip etc. LSED/Billboard advertising is a traditional out of home

advertising format, but there has been significant growth in digital out of home advertising.

Image Technology gains its agency by:

Its reputation of creating creative and innovative advertisement.

Good communication with clients

Good association in a campaign

Better research about the market

The medium of advertising used by the Image advertisers are:

LSED/Bulletin - Bulletin billboards are usually located in highly visible, heavy traffic areas

such as expressways, primary arteries, and major intersections.

Bus Advertising - It establishes brand awareness and generates quick recall with high profile

exposure near point of purchase locations.

Poster - Target local audiences with these billboards, which are highly visible to vehicular traffic

and are ideal for the introduction of new products/services

Wallscape -These billboard advertisements are visible from a distance and provide tremendous

impact in major metro areas.


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Image Technology

Mobile Billboard - Mobile billboards offer a great degree of flexibility to advertisers. These

advertisements can target specific routes, venue or events, or can be used to achieve market

saturation.

Other types of non-digital out-of-home advertising include airport displays; transit and bus-

shelter displays; headrest displays; double-sided panels; junior posters; and mall displays.

Services Offered By Image Technology

The following services are offered by company:

Advertising

Designing and creative management

Outdoor advertising

Account planning

Research

Direct marketing

Media (management, planning, buying)

Public relations

Event management

Sales promotion


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Image Technology

Vision

To claim as the best advertising firm in Pakistan, dedicated to serve our clients with creative

solutions and innovative ideas through intensity, integrity and intelligence.

Mission

Company mission is:

To be Pakistans leading marketing firm which provides creative solutions

coupled with innovative ideas to the clients.

To be associated with our clients as their marketing partner by helping

Them to achieve their marketing objectives.

To obtain and sustain distinct competence through efficacy of our customerservice and enthusiasm towards our vision.

To be recognized as the firm which inspires creativity, sparks innovation andencourages talent.

To promote rewarding, encouraging, motivating environment in which wecan accomplish our mission.

Company Value

Image Technology company is goal oriented. It is worth to choose to if you value:

Work results

Integrity

Passion


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Image Technology Creativity and innovation

Work experience and expertise

Team work

Departments of the Company

We can divide the whole organization of Image Technology into 6 (Six) major departments these

are

Finance Department

Marketing Department

Client Services Department

Designing/Creative Department

Administration

Production Department

Finance Department

Finance Department consists of 6 (Six Employees).The financial section of the organization will

keep manual/electronic records of money received and paid out by the organisation. This

information will then be used to produce various financial statements for tax purposes and to

comply with legal requirements. The information will also be used to produce management

accounts to enable senior managers to plan and review business strategy.

The finance department or unit may also be responsible for administering employee expenses

and salaries. For payment of wages the finance department will need to take into account

statutory deductions such as tax, and employee contributions such as pension or loan

repayments.


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Image Technology

Marketing Department

Marketing Department consists of more than 12 employees. The marketing department will

research customer needs to develop strategy and product to satisfy that customer need. In its

research, the marketing department will investigate the market they are aiming at; the type of

consumer making up the market (age, background sex etc) and the preferences of the consumer

within that market. The marketing department will then need to marry consumer preferences

with producing a product that is profitable. Once the product has been designed by the

production department marketing will then need to package, advertise, and promote the product.

Sales are responsible for persuading the consumer to purchase the end product, manufactured

through marketings research. The Sales Departments selling strategy could involve mailshots,

travelling sales representatives, telephone sales and devising the sales interview.

Broad responsibilities of a Marketing Department are:

1. Focus on the Customer

2. Monitor the Competition

3. Own the Brand

4. Find & Direct Outside Vendors

5. Create New Ideas

6. Communicate Internally


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Image Technology7. Manage a Budget

8. Set the Strategy, Plan the Attack, and Execute

Client Services Department

A company's customer service department handles the concerns of customers. The department

answers customers' questions, attempts to resolve customers' complaints and tries to sell new

services to them. Most companies have a separate customer service department; although in

some cases a receptionist may function as a customer service representative. In some cases, the

customer service department alerts customers about important information on certain products.

There are 4 persons who are working in this department

Designing/Creative Department

There are 6 persons who are working in this department

The creative department is responsible for creating and producing the print and broadcast

advertising .Strategy is key, a good creative work is always guided by a creative strategy that sets

forth goals to be accomplished. Creative department consist of three graphic designers.

Administration

This involves dealing with all administrative tasks including mail handling, dealing with

enquiries/complaints, catering, and computer services. They will also produce documents (e.g.

forms, stationary, and newsletters) for the organization and maintain the organizations premises

and equipment.


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Image TechnologyThis function although not always recognised is vital, as it is the glue that holds the organisation

together. Without an administrative department, customer complaints would not be resolved,

customer orders may not be processed, and the workforce may not have the tools they need to

complete their tasks.

Production Department

Production department contains 4 persons namely the machine operator and its three helpers. The

production departments produce goods and takes care that they are producing the right amounts

of goods and their production is good for the sale. They also check the quality of the products.

They arrange things and they buy the raw materials for the products. They also take care that the

equipments and the machine (Pena flex) are in right order.

Hierarchy of the Company

In an organization, the hierarchy usually consists of a singular/group of power at the top with

subsequent levels of power beneath them. All the members in the hierarchy communicate with

their immediate superior and with their immediate subordinates. The hierarchy of Image

Technology


CEO

Director Operations Director Marketing Director Finance

Manager Operation Manager Marketing Manager Finance

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Image Technology

CHAPTER 3

MARKETING


Quality and

Customer ControlSales Force and

PromotionsAccountancy

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Image Technology

Marketing of Image Technology

Marketing is the process by which companies create customer interest in goods or services and

build strong customer relationship in order to capture value from customers in return.

Image Technology Advertising company generates the strategy that underlies sales

techniques, business communication, and business development. Basically two types of

marketing strategies are implemented in the company.

Outbound Marketing:

1. Advertising and promotions (focused on the product)

2. Sales

3. Public and media relations (focused on the entire organization)

4. Customer service

5. Customer satisfaction

Inbound Marketing:

Marketing Research (tools & methods to examine markets, their needs, competitors, etc.)

Competitive Analysis

Pricing


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Image TechnologyPositioning (including writing your positioning statement)

Naming and Branding

4 P's of Marketing

Marketing decisions generally fall into the following four controllable categories: By using

variations of these four components you have the ability to reach multiple consumers within

target market.

Product

Price

Place (distribution)

Promotion

Product

The term "product" refers to tangible, physical products as well as services. Company iscurrently offering the following products to its customer.

LSED

Hoardings/Billboards/Signboards

Pena flex/Streamers

Vinyl Stickers

Shop Boards

Over view of each product:


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Image TechnologyLSED: Large Scale of Electronic Device.

LSED deliver your brand message and captivating the attention of your brand audience while

carrying your campaign through large scale of electronic device. We ensure that your message

reaches million of people per month.

Hoarding/Billboards/Signboards:

Billboards deliver your brand message and captivating the attention of your brand audience

while carrying your campaign. We ensure that your message reaches million of people per

month.

The billboards are further divided into two main categories

.

Permanent billboards

Rotary billboards

In permanent billboard, we offer permanent location of billboard with permanent structure, and

in rotary billboards we penetrate different market with same displays.

Pena Flex/Streamers:

Usually used in campaigns and at the time of launching a new product. It also helps in outdoor

Marketing.

Vinyl Stickers:


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Image TechnologyStickers which are evergreen and not damaged by any external factor are known as Vinyl.

Shop Boards:

These Boards installed on the shop. The name and nature of the business is mention on the

board. These can be back light or front light.

Price

price is the quantity of payment or compensation for something orMarket value, or agreed

exchange value, that willpurchase a definite quantity, weight, or othermeasure of a good or

service. The details of price of the products which Image advertisers offer are:

LSED

LSED Advertising effective and cost efficient in electronic advertisement. The cost of LSED

charge as per minute and pick hours and off hours. LSED charge different in pick hours and off

hours.

Billboards/Signboards

Billboard advertising can be an effective and cost-efficient way for entrepreneur to promote their

products and services. The cost of the billboards basically depends on the area and location.

The hoardings are charged on monthly bases. On Murree road in Rawalpindi, from Fiazabad to

Saddar, there are total of 200 small and big hoardings and billboards out of which 89 were found

empty. Among these hoardings we noted that relatively bigger boards were free and available for

to let. By the way, these large sized hoardings cost Rs. 7 to 8 Lac per year on average.


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Image TechnologyPena flex/Streamers

Pena flex is charged on per square feet basis. And its price fluctuates as per market rate. Usually

Image Technology charged 14 to 18 Rs per Sq.ft from the local and 40 to 450 Rs per

Sq.ft to the corporate sector.

Vinyl Stickers

Vinyl stickers are tough, which stand up to the elements pretty well. The sticker stick on the

window or any objects quiet comfortably. This is expensive outdoor media mainly multinationals

use them on their franchises. Image Technology charges 50 Rs per Sq.ft from the corporate sector.

Shop Boards

Shops boards are usually priced according to their display size and the price include all the

production and installation charges depending upon the space of its display.

Place (distribution)

Distribution is to about getting the products to the customer. Image advertisers using strong sales

force to compete in the market and to target the customers. Some examples of distribution

decisions include:

Distribution channels

Market coverage (inclusive, selective, or exclusive distribution)

Specific channel members


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Image TechnologyPromotion

In the context of the marketing mix, promotion represents the various aspects of marketing

communication, that is, the communication of information about the product with the goal of

generating a positive customer response. Marketing communication decisions include:

The elements of the promotions mix apply by Image advertisers are:

Personal Selling.

Sales Promotion.

Public Relations.

Direct Mail.

Personal Selling

Personal selling is oral communication with potential buyers of a product with the intention of

making a sale. The personal selling may focus initially on developing a relationship with the

potential buyer, but will always ultimately end with an attempt to "close the sale. The sales

force of Image Technology is very active; they know how to enhance the selling. And to capture

the market.

Sales Promotion

An activity designed to boost the sales of a product or service. Image Technology is using some

promotion techniques: it may include an advertising campaign, increased PR activity, a free-

sample campaign, offering free gifts or trading stamps, arranging demonstrations or exhibitions,


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Image Technologysetting up competitions with attractive prizes, temporary price reductions, door-to-door calling,

and telemarketing.

Public Relation

Public relations include ongoing activities to ensure the overall company has a strong public

image. Image advertisers build strong public relations: the activities include helping the public to

understand the company and its products. As noted above, public relations are often considered

as one of the primary activities included in promotions.

Direct Mail

Advertising mail, also known as direct mail, junk mail, or ad mail. A well-executed direct

advertising campaign can offer a positive return on investment as the message is not hidden with

overcomplicated branding. Instead, direct advertising is straight to the point; offers a product,

service, or event; and explains how to get the offered product, service, or event.

Marketing Strategy

Writtenplan (usually a part of the overall corporateplan) which combinesproduct development,

promotion, distribution, andpricing approach, identifies the firm's marketinggoals, and explains

how they will be achieved within a stated timeframe. Marketing strategy determines the choice

oftarget marketsegment,positioning, marketing mix, and allocation of resources.

Marketing strategy of Image Technology is:

Market Segmentation

It is the process of dividing a market into different groups of buyers with different needs,

characters or behavior. Image advertisers deal with different customers e.g. some customers

respond the same way to marketing efforts regardless of any price. so these type of customers

included by Image company in one market segment.


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Image TechnologyTarget Market

It involves breaking a market into segments and then concentrating your marketing efforts on

one or a few key segments. Image Company evaluating market segment in a following way:

Geographic segmentation based on location such as home addresses

Demographic segmentation based on measurable statistics, such as age or income

Psychographic segmentation based on lifestyle preferences

Positioning

In marketing, positioning mean the process by which marketers tries to create an image or

identity in the minds of their target market for itsproduct, brand, or organization. Image

Technology has a strong benefit in the market because the company knows the target market

very well.

Marketing Strategy Challenges:

If marketing strategy message is poorly executed ...

If customer is missing the connection ...

More customers are treating our offerings as commodities ...

If best market opportunities are dismissed ...

If sales organization is still trying to be all things ...

Image Technology Company knows all the challenges of market. The company knows how to

compete in the market.


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Image TechnologyProcess flows of Image Technology.

Introduction of our services to the client

Client briefing about product/service

Brief discussion with creative director

Media work begins

Creative work begins

Proposal presented to the client

Discussion with brand team

Clients approval

Printing and output presented to the client

Final display of ad campaign


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Image Technology

CHAPTER 4

ANALYSIS


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Image Technology

SWOT Analysis

SWOT analysis is a strategic planning method used to evaluate the Strengths, Weaknesses,

Opportunities, and Threats involved in aproject or in abusiness

Strengths

Satisfying the need of the customers

Meeting up the client requirements in time

Innovative & creative in advertisement segment

Quality in advertisement

Management is highly experienced and skilled.

Efficient team working environment

Weaknesses

Pricing strategy

Capital constraints

Limited resources

Less client holdings

Centralized structure


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Image Technology

Opportunities

Customers becoming more educated and conscious about what they consume.

New Brands emerging in the market

Entering in international market to attract global clients

All focus should be on promotion and marketing

Threats

Lack of creative minds & also too expensive in overall management.

Intense competition

Multiple market leaders

PEST Analysis

PEST analysis stands for "Political, Economic, Social, and Technological analysis" and

describes a framework of macro-environmental factors.

Political

Political system is not a very stable one and governments keep on changing very quickly

Company faces problems due to bad tax policy

Economic

Due to high inflation rate in the country company faces difficulties. This effect the profit

ratio.

There is low growth in the market due to high rates of medium.


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Image Technology

Social

There are changes in consumers lifestyles. Consumers are more health conscious.

It is easy to bring change due to advertising

Technological

As the technology advances, new products are introduced into the market. But Image

Technology lacking technical recourses due to economic conditions.

Portfolio Analysis

Portfolio analysis is a study of the performance of specific portfolios under different

circumstances. And to Analyzing elements of a firm's product mix to determine the optimum

allocation of its resources. Two most common measures used in a portfolio analysis are market

growthrate and relative share. I did company portfolio analysis with BCG approach.


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PENAFLEX(STAR)

VINYL STRICKERS(QUESTION MARK)

HOARDINGS(CASH COW)

SHOP BOARDS(DOGS)

MARKET SHARES

MARKETGR

OW

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Image Technology

Star:

Stars generate large amounts of cash because of their strong relative market share, but also

consume large amounts of cash because of their high growth rate. LSED comes under the star

because this product come first in the company and bring huge market share and growth.

Cash Cow:

As leaders in a mature market, cash cows exhibit a return on assets that is greater than the market

growth rate, and thus generate more cash than they consume. Such business units should be

"milked", extracting the profits and investing as little cash as possible. In Image Technology

LSED/Hoarding/Billboards is valuable asset for the company. This product is fully in the market

and at this need no investment. Company earns a lot from this product.

Question Mark:

Question marks are growing rapidly and thus consume large amounts of cash, but because they

have low market shares they do not generate much cash. The result is large net cash

consumption. A question mark has the potential to gain market share and become a star, and

eventually a cash cow when the market growth slows. Vynil sticker is one of the examples of this

question mark. Company still carries this product and need some time whether to continue carry

vinyl or not.

Dog:


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Image TechnologyDogs have low market share and a low growth rate and thus neither generate nor consume a large

amount of cash. Shop boards or shop hoardings come under the dog. Shop boards are not giving

business to the company because it is costly.

Organization Structure

The activities within a Image Technology advertising agency are typically divided into 4 broad

groups: account management, the creative department, media buying, and research. These

divisions are usually physically separated, although all four areas work closely together to

produce an advertising campaign in its entirety.

Account managers usually have daily interaction with a counterpart at the client's office

and coordinate the activities of the other departments according to the client's wishes.

The creative department designs original themes or concepts for ads.

The media department places finished ads within the media in which they will receive

the most exposure to a target audience.

The research department provides data about consumers to help the agency and the

client make informed advertising decisions.


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Image Technology

CHAPTER 5

INTERNSHIP EXPERIENCE


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Image Technology

Job Description

I have performed different activities at Image Technology Company during 8weeks of my

training. Although my initial knowledge about advertising agency was very limited, but this

internship give me confidence and experience to work in professional environment. And I gained

a lot from this training.

Following are the activities and duties which I have performed during my internship:

Responsibility of explaining customer about the solution of the problem faced by them in

their product.

Meet directly with the customers in order to generate the sale.

Participate in the promotion activity of promotion of products Analyze the ways of doing

work in the market

In which my duty is to demonstrate the product and generate the sale.

Involvement in a variety of national and local environmental programs.

By training in advertising firm. I managed to build PR with local and multinational

companies.

In finance department I learn accounts handling.


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Image Technology

Duties and Activities

I had a wonderful learning experience in advertising company. Department wise my duties and

responsibilities are:

Finance Department (5th July to 19th July)

I spent almost 2 weeks in the finance department. It was great experience; I learned account

handling, dealing with the banks, Preparation of budget, appropriation of accounts, re-

appropriations, surrender and savings. Control of expenditure and ways & means position. Some

duties which I performed in this department are:

General accounting records

Budget administration

Cost allocation

Accounts handling

Payroll

Technical assistance to service providers

Billing

Cash flows

Investment plans


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Image Technology

Marketing Department (19th July to 2nd Aug)

It is the key department in Image Advertising. I personally enjoyed a lot in this department.

Marketing is an essential business activity for profit and non-profit organizations. Department of

marketing takes care of making business more profitable and its products to be in much demand.

I learned that marketing department act as a guide and lead the company's other departments in

developing, producing, fulfilling, and servicing products or services for their customers. The

marketing department will seek to make sure that the company has a marketing focus in

everything that it does. It will work very closely with production to make sure that new and

existingproduct development is tied in closely with the needs and expectations ofcustomers.

The major tasks of marketing which I seen in the marketing department are:

Advertising & Communication

Direct marketing

Conducting researches and market management

Service Marketing

Maintaining image of the company

Idea generation

Promoting and professional sales

Client Services Department (2nd Aug to 16 th Aug)

A customer services department of Image Technology is the department responsible for

assisting customers after a product or service has been sold. The responsibilities of a customer

service officer can range from dealing directly with the customer to promoting the company. By


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Image Technologytraining in this department I learned different techniques, that how to represent and promote the

company.

The tasks in which I involved with the manager of the department are:

Provide problem resolution and be knowledgeable about all services rendered.

Dealing with clients

Answering emails

Speaking on the phone

Client Details - nature of business, team size, target audience.

Designing/Creative Department (16th Aug to 8th Sep)

The Creative Department is responsible for the overall presentation of the channel. Mr.Nasir is

the head of the department who is a famous graphic designer in twin cities. Graphics,

copywriting, animating, filming, wardrobe and set design are just some of the activities which

the creative department is involved in.

Skills used in the Departments

Finance Department:

The skills used in the finance department of Image Technology:

Proper controlling the flow of cash receipts and disbursements to meet the business and

investment needs of the firm.

Understand the reporting requirements for the Department

staffing and time management skills

Communication skill

Evaluating Staff Performance


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Image Technology Teamwork

decision making

Marketing Department:

The skills used in the marketing department of Image Technology:

Ability to work as a team member.

Leadership skills

Researching skills

Patience

Ability to use the internet, design skills.

Market Strategies

Creative Thinking

Client Interactions

Client Services Department:


Emphasis on customer relationships

Creating many opportunities

Assume the customer is telling the truth.

Let the customer talk

Always listen without interruption or comments

Follow-up.


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Image Technology

Designing/Creative Department:


Brain storming

Graphic design skills

Problems identified

Following are the problems which I find while working in the Image Technology.

To communicate with the management .Because most of the time management ignores

because management concerned with their own matters.

In the beginning their was lack of confidence to face the people in the company.

They are not searching the market well to meet the needs of customers.

The Communication problem was also existed, especially with the upper management

Most of the time company treated as a side employee.

No remuriniration given to the trainee

The staff is reluctant to guide the internees, as they show no personal interest in guiding

the internees of various disciplines.


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Image Technology

CHAPTER 6

RECOMMENDATION & CONCLUSION


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Image TechnologyRecommendations

During my training I have observed many things that should be in Image Technology, so these

are:

The advertising agencies should function in a healthily competitive environment rather

than in an aggressive world.

The agencies should definitely give importance to profit maximization but at the same

time give importance to their clients, and employees.

The Image Technology should also conduct a SWOT analysis of the products to be

advertised at the time of accepting assignments along with the routine SWOT analysis of

the clients.

Company should conduct staff training programs to meet international market.

There should be decentralized system in the company, it will surely uplifting the morale

of the employees

I think company should take steps to promote the products in twin cities

Effective research capabilities.

Understanding the marketing program of the marketer.

Having good intimacy with different types of media.


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Image TechnologyConclusion

The internship program is very beneficial. It provides me good opportunity to learn new things.

Moreover it teaches me to know that world of study and world of work are completely different.

Unlike studying, working life is not smooth. Often, I faced many problems during working. I

found that there are two valued things that help me to solve problems are braveness and

patience. Brave to face and be patient to solve them.

I have learned books for my 16 years of education but never did a job, so this internship has

given me the chance to talk and work with different types of peoples. Reading books

can never be enough for us all because we have to learn practical implication of these because

without is just like the fish in the pool.

This is one of the important learning of the internship because in class room we didnt learn how

to talk and conversation with the customers especially in English language so the internship has

given us the chance to do that. While doing internship I learned different skills: File works, going

in different departments for works and meeting that give me much and surely help me in the

future life.


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Image TechnologyReferences and Bibliography

Company

Mr. Muhammad Abid Janjua (CEO of the organization).

Mr. Fasial Chaudhary (Director Marketing).

Mr. Muhammad Shakeel (Director Operations).

Image Technology Profile.

Books Resources

(Philip Kotler Northwestern University, Gary Armstrong University of

California)Principles of Marketing

(Courtland L. Bovee & John V.Thill, George P.Dovel) Advertising Excellence

(Raymond A.Noe ,John R.Hollenbeck) International edition of Human Resource

Managerment.

Online references

http://www.advertising.com.pk

http://en.wikipedia.org/wiki/Ad_agency

http://www ad agency.org.pk/

http://www.advertising history.com/

Documents

Ibrar Ahmed 1111