OUR AGENCY: X-TACY ADVERTISING AGENCY
Name and Logo:

Why this logo?
We chose the word, ‘X-tacy’ for the strong desire or impulse that our ads create every time it is seen by anyone which consequently turns them to customers of our client’s product or service. These colors were selected as yellow is the sign for happiness and wisdom, black is the color for mystery and red is the color for love and excitement. The letter ‘X’ is the X-Factor which comes in the customer’s mind when looking at our ads. The pulse defines the customer’s impulse to purchase the product with a mixture of love and the X-factor. The font with the cuts shows the print media that we are specialized for.
Punch line:
“An Impulse that Lasts for Eternity”
Mission Statement
“We aim at arousing such a desire and impulse through our advertisements that customers are destined to remember the product, service or company for a lifetime”
Objectives:
* Our aim is to make our clients feel more than satisfied with our work so that customers feel an impulse and craving for the product that is advertised every time it is seen by them. * To create such an atmosphere for the employees that they feel relaxed and interested in brainstorming their ideas to the full potential. * To create a sharing, caring and homely atmosphere at the same time maintaining healthy competition.
How do we capture clients?
We capture clients through: * By giving presentation to clients on campaign:
The clients give each agency an offer letter and a release order, which tells them about their logo, color, size of the ad needed to be placed. We will check our budget and do the costing. If it is feasible, our agency will make a campaign for them. If our presentation is approved, we have ourselves a contract. * To-Let Billboards
We will put to-let signs on billboards across prominent areas of the city to capture new clients by adding our number and name of agency. * By recommendations
Our family and friends will recommend us to companies who want to launch a new product. Once our image is built our former clients can give recommendations to other agency’s clients.
What our agency offers?
We have a Limited Service Independent Agency that only deals in print media (ads in newspapers and magazines), brochures, logo designing, web designing. We do not offer any in-house facilities.
Media House
Our media house will have printing facilities, web-designing, graphic designing, logo-formation and printing services.
How clients will pay us?
We will be paid through fees by charging separate fees for developing an advertising strategy or any other service, which will be charged on the hourly rate of our agency specialist. All our services will be charged with a fixed rate.

Organizational Structure of our agency

Chief Executive Officer
Anam Siddiqi is the CEO who co-ordinates all the tasks of the employees of the organization, makes sure that all work is done efficiently and effectively. He or she delegates tasks and keeps a slight control over her employees to make sure that work is done accordingly. She makes all the major decisions and put them to action.
Miss Anam Siddiqi is the CEO because she is a natural leader, can communicate well and can influence others quickly.
Account Management:
This person keeps a close contact with the client and with the agency who works on the client’s account. Zara Khalid will work with the research requirements to learn about the client’s product and market. She works with other agency people to devise an advertising strategy, a detailed advertising plan and budget. Once the client approves the plan, the agency coordinates the efforts of the people who produce the ads, the agency’s creative services function.
Our costing procedure will be the same as Orients’. We will charge commercial, government and semi-government clients in the same manner and do the budgeting by allocating our resources in the most efficient manner. Once Miss Zara sees that our client’s budget allows proper resource allocation, and the client also approves, the Insertion Order will be sent to the Creative services department.
Miss Zara Khalid is exceptional in gaining important information, can ask the right questions in order to satisfy both the client and the agency in the best possible manner.

Creative Services:
Aysha Karim is Head of creative services. There will be two departments: art department and print production. The art department takes cares of the design, illustrations, photos, and the typing that appears in print ads. The production department, supervised by the creative director, translates the art and the copy into finished ads. She will maintain the link with the head of account management to understand the client’s needs most appropriately.
Aysha Karim has done a four years bachelor’s course in graphic designing with merit. She is exceptionally skilled in art and graphic designing, logo designing etc and good for this job.
Marketing Services:
Maria Iftikhar is the head of Marketing Services. She will find out the target audience, what strategies will influence that audience to act and which media will best reach them. There will be two subordinates, the research director and the media director.
Maria Ifitkhar has done a two years Bachelors course in English literature which deals a lot about human behaviour and their perceptions. She will decide what medium and what strategies will target the audience in the most effective manner.
Agency Management:
Usama Abrar will be in charge of running the day to day expenses. However, his major tasks will be Human Resource and Finance. He will deal in the hiring and training of agency employees. Also, he will have to make media bills, pay bills made by photographers and other suppliers, calculate and pay agency taxes, handle the payroll etc.
Pay Structure
The head of all departments will be paid a higher five figure salary depending upon the expertise required, worth of the job and the employee and his/her efficiency.
Ms. Anam Siddiqi : 110,000
Ms. Zara Khalid: 65,000
Ms. Aysha Karim: 85,000
Ms. Maria Iftikhar: 75,000
Mr. Usama Abrar: 55,000
The webpage is www.xtacyadv.com
ORIENT ADVERTISING AGENCY PAKISTAN
Orient McCann was formed some in 1953 by SS Hashmi. It was affiliated with a foreign company and it was named Orient McCann. The main purpose of this merger was to attract foreign advertisers but the revenue was not enough to cover the costs as most of it was going abroad. A year back they cancelled the affiliation and started as a separate entity by the name of Orient.
Logo:
The logo is given on the visiting card.
Explanation of logo:
The blue square represents a window for opportunity and the red triangle represents advertising with a capital A. This logo tries to show that this agency opens all doors to prosperity.
Mission Statement
“To constantly strive for deeper understanding of human behavior and adding value at every stage of our clients communication needs efficiently, creatively and uniquely.”
Values followed: * Business Integrity * Professional Excellence * Creative brilliance * Leadership with humility
Objectives:
* To understand the client’s needs most appropriately, * Practicing values of integrity and honesty with both internal and external relations. * To polish the environment of the organization by also focusing on the development of new skillful recruits by turning them to managers and from managers into leaders.
How they capture clients: * Through PID(Press Information Department)
The client goes to the 75 advertising agencies and gave them each an offer letter. The theme and concept are given to the agency then makes a campaign and submits it to PID within specified time. They are then shortlisted and then the six to seven agencies are then called for presentation in front of PID team. Outside media like PTV of HUMTV and a team of clients and then one agency gets booked for 2 years or more. The selection can be made from more than one agency. For instance, if the client likes the creative team of A and graphics of any other, then client makes a contract with both agencies. * Recommended by other clients
The clients come tell their agencies about their demands, their logos and theme, the type of service they require and give time duration. The campaign chooses what media to use and then get it approved by the client. * Snatching competitor’s clients

Sometimes Orient may go to their competitor’s client and present them with a better idea suiting their needs. They may come to know of such clients who are launching new products on the newspaper.
Agency’s Services * Strategy and creative development * Execution and production * Media services: strategizing, planning and buying * Printing
Services Offered to clients * Performance appraisals * Monthly brand performance update * Bi-annual strategic review * Forthcoming brand plans
In-House facilities * Complete media unit * Comprehensive research and monitoring * Film production unit * Fully-equipped studio with experienced and qualified staff * Billboard design, fabrication and installation

How ads are made: media house
Media buying houses are sometimes owned by advertising agency and sometimes client do it themselves. Orient media has its own media buying house. It works to buy space of media, both print and electronic. This is cost effective because when they buy it in bulk the purchase cost is less. For example, the creative work for Mobilink is done by other agency whereas media buying is done by Orient.
Orient also has a production house on panel i.e. a place of production where their creativity is brought into reality. Their production home has their own camera, editing and have all materials which is cost effective for them. The selection of models is not hard fast, sometimes they are selected by Orient (depending upon the budget given by the client) and sometimes by the client themselves. At times the client tells one agency to make creative concept and engage other for production or media buying.
How agency is paid by clients?
The agency is paid depending upon the service they want and the budget they have i.e. through media commissions. The client sends their details about their size, colour and positioning of ad to the Client Service Department (CSD) through release order. CSD then checks the budget and then gives approval to the client. They have different categories of charging their clients, Government clients are charged the minimum, commercial clients are charged their triple amount and Government/Commercial clients are charged in the middle range. An insertion order is sent from the client service department to the Media services to authenticate the client’s requirements to them once the costing has been done.
Organizational Structure

The heads of all the departments meet with the regional director of Islamabad who then reports to the directors in the corporate branch located in Karachi. These directors report to the CEO.
Hiring of employees
They give ads for employees in the newspaper at times. Hiring of employees is done by internship as well. The internees are rotated in different departments and then they are offered employment in the department they worked best.
Pay Structure
The regional director is given a six figured salary, the client service manager and other, managers has upper five figure salary and at divisional level lower side of five figures is offered. The exact amount is kept confidential.
Its web page is www.OrientPakistan.com

ADVERTISING CONCEPTS 1. Promotion on the concept of Khuddi of Allama Iqbal
We have chosen this topic because there is a dire need of progress in Muslims at present. Muslims are in miserable condition because they have abandoned the rules and regulations of Islam. The revival is just possible by uplifting the literate youth of our nation, the menders of our future, by encouraging them that Islam is the full code of conduct for all humanity. By adopting Islamic features in our daily life we can improve our selves. Khuddi of Iqbal conveys the same message. It will help educate youth in understanding their true identity (Khuddi of Mard-e-Momin), the purpose of creation, and the teachings of Islam. In my campaign I am dealing with the revival of Khuddi for the betterment of a Muslims and their society. 2. Promotion on the concept of Acting Institution

Islamabad Institute of performing arts is the first Pakistani acting institution that provides a bachelors degree in theatre arts. The business plan is about setting up an acting/performing arts school in Islamabad. The idea was thought to work on by us because currently there are no acting schools in Pakistan as definitely there is a need of acting school because most of the countries have numerous acting schools. Big and small screen in Pakistani media is a vast area and we need professional actors to represent our culture. Islamabad Institute of performing arts would be the first and only Pakistani acting school that will be serving as the platform, for the people who are interested in taking acting as a career. IT located in I sector of Islamabad so that it can be accessed by people living in either of the twin cities.
We selected Xtacy advertising agency for its promotion purpose. An acting school is a brand new idea so we needed some heavy promotion to spread its awareness among the people all over Rawalpindi and Islamabad. Banners, Pamphlets and billboards were designed by Xtacy advertising agency. The banners and billboards were placed in both Islamabad and Rawalpindi and the pamphlets were distributed in the colleges and universities.