Advertising

Instructor: Sadia Haque

Course: MKT 340; Section: 1

Report: ZANALA Bangladesh

Submitted by:

1 MD. Kamrul Hasan 1420943

2 MD.Saifullah sakin 1310984
3 Raisa Ishmam 1420007
4 Nafisa Ibrahim 1421421
 Table of contents:

Page | 2
NO CONTENTS PAGE NO

1 History 03

2 Department in the agency: 04

3 Number of employees 05

4 Task perform by agency 06

5 Average costs of the creative work for any 06

client
6 Avarage costs of placing the following types of 07
ad in different media
7 The procedure of Zanala Bangladesh to 07
produce a TVC:
8 Typical procedure to produce an RDC 08

9 Typical procedure to produce a 09

Newspaper/Magazine ad
10 Procedure for pitching a client: 10

11 Requirements for working in an ad agency 11

12 Top 10 clients name of this agency: 12

1. History:
Zanala Bangladesh is a market communication company, they design identity and
communication strategies for communication.
In 1999, 5 of them got together and build first online education on Bangladesh.
They have the people, know-how and professional experience to give aPagedistinct
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identity in the market.
Mr. bondhon and mobassher Hussain they have started this agency, its an
organization they started communication campaign from 2003. After 2007 they
started doing works as a full time communication agency.
They are working for:
- Ngo
- Marketer
- TVC

At first they started UNICEF campaign in the slum area. The task was growth
monitoring. They used to provide information about child health care for instance
how they should grow according to their height and weight.

In 2003 and 2004 they have done well in graphics design. Before starting graphics
design they started IT development firm.

As a communication agency they have audio visual unit through which they try to
operate visual ideas and they are really good in it. City group, BSRM, IDLC those
are their corporate branding company. After providing corporate branding
identity, they call themselves as a market communication company.

2. Department in the agency:

 Page | 4

Department in the agency

Accounts,
Creative Business unit
finance and
department department
admin

Market
Copy writing activation
department

Business
Audio visual unit development
team

Web Strategy and

development account
team planning

Client service

There are 3 department in the agency.

Creative department: including: -

I. Copy writing
II. Audio visual unit
III. Web development team

Business unit department: including:-

 a. Client service: Client service is the most important and valuable unit in
business unit. Internal team are guided by this department. They try to give
extra enormous service to their clients.
b. Strategy and account planning: This department works as an agent Page for making
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unique strategies and planning.

c. Business development team: In this unit they place themselves in a new field.
Their work is to hire new clients in order to accomplish their tasks.
d. Market activation department: (MAD) the activities of this department are
consisted through events and activations. They organizes different programs
according to their clients desire.

Accounts, finance and admin: employee rent, information of employees, accounts

selection etc. are included in finance department. Cash, leisure, formal documents in
accounts. They believe in multitasking.HR department are being operated by admin. The
admin manages HR department and employee all the sectors in the organization.

3-Number of employees:
There are 35 employees working for Zanala Bangladesh. The number of part-time
workers are not specific, they hire according to their need and based on their project.

4-Task perform by agency:

They work widely with different NGO companies.
-Seeing the communication of clients they fulfill their clients requirements.

-They make different creative ads through their creative department.

-They shows ads in newspapers, magazines and weekly magazine as well. Page | 6

-They try to symbolize new creative works through their campaign in different local
areas, for instance growth monitoring work with UNICEF and for that reason they also
got award in 2015.

- They try to a warm relationship with their clients and fulfill their demands.

-they also work as a backstage agent in different events.

-they give proper ads in radio, including different managerial product and institutional
information.

5-Average costs of the creative work for any client:

Unfortunately they cannot provide price according to the list for newspaper ad design,
magazine ad design, TV ad concept and script, radio ad concept script, billboard ad
concept and design, web based ad concept script.

But in total they usually charge Tk. 250,000 (approx.) for Theme and Concept
Development that can shape all the communication materials and ensure uniformity
among them. Then the individual material development charge depends on the scope of
work.

6-Avarage costs of placing the following types of ad in

different media
a. One 4 Column / 3 Inch color ad in a popular local newspaper's front page: Tk.
240,000/- (Approx.) Prothom-Alo Front Page
b. One 30 Seconds ad in a reputed TV channel for one day (10 Times in pick hour) : Tk.
85,000/- (Fixed Position in the Pick Hour)

c. One 30 Seconds ad in a reputed radio station for one day (10 Times in the Pick
Page |Hour)
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TK. 15,000-20,000/-

d. One Page color ad in a Popular Local Magazine's back page: Tk. 80,000-150,000/-

e. One 40 Ft/ 60 Billboard in a visible popular area for 6 months: Tk. 300,000-700,000/-

f. Depends on the frequency and type of Media

7. The procedure of Zanala Bangladesh to produce a TVC:

1. This agency operated by brainstorming. Their creative site works together to discuss
about the product.

2. The type and style of TVC completely depends on the product. Depending on the
product the big idea come out.

3. Each and every person of the team comes up with successful campaign.

4. The creative director and the art director will assemble all the idea and pick the best
one.

5. By then, all the suppliers for creating the TVC will start their work.

6. When they will find the idea of producing a TVC it will shown to the Client
relationship manager.

7. HE/SHE will share their views when the client will like the idea of the TVC they will
confirm it.

8. Agency persons are the main media who handle the clients and has a good knowledge
about clients taste and likings.
 8. Typical procedure to produce an RDC
1. First and foremost work is to choose a channel where they want to give the
commercial ads. Page | 8

2. Taste and choice of people should be keep in mind

3. Brainstorm creative ideas should be included. They throw out 5, 10 or even 15

different ideas with their advertising department. Creativity can be somewhat
limited on a radio platform, but that doesn't mean they can't have original ideas.

4. Script should be written by a script writer. Begin with an attention-grabbing

statement. It's crucial to stand out as quickly as possible in radio advertising. If a
listener is not interested, he or she will most likely immediately switch the station
to one without an ads. So they try to maintain this works.

5. Main script should be permitted by board of directors of the agency and the client
as well.

6. They need to find a voice of over talented person who can attract people through
his voice.

7. Radio time should be at up at the time of making commercials.

8. Ad should be edited by the agency.

9-Typical procedure to produce a Newspaper/Magazine ad:

Magazine:
1. A theme or focus should be create by the creative department of the agency.
2. Deciding how magazine can be assembled in a group meeting.
3. Deadline should be established.
 4. Stories or articles from agency members or general people should be prepared.
5. Images should be gather by the group of people working in agency.
6. Cover of the magazine should be designed well. Page | 9

7. Final aesthetic should be chosen for magazine.

8. Deciding the order of the sequence.
9. Magazine layout should be produced.
10.After that magazine will be prepared and approved by the board of directors.

Mainly these works are done by the creative department of the agency

Newspaper:
1. A compelling headline created by the headline sub editor.
2. Using simple words is necessary.
3. Copy length are considered and it must be get to the point.
4. Agency people always try to insert pictures in order to get attention.

5. They believe in repeating the ad again and again.

6. Times and advertising content should be chosen by the client.

7. After all these it is necessary to taste it again and again.
8. They also have basic idea about how it will look just after printing.
9. Advance creating add are preferable by them.
10.Sizes, content, quality are highly appreciable by them due to grab the attention.
 10-Procedure for pitching a client-
Page | 10

1. They maintain a good relationship with their clients.

2. They try to understand their need and work accordingly.
3. They make an agreement at first of their deal so that unavoidable hindrances
can be removed.
4. They make a proper planning for their recommended products.
5. After having planning they try to show it to their clients through creative works
it can be by giving presentation or by making videos.
6. Their presentation should be good in order to get the contracts as they
competes with other companies too.
7. Important tasks and keywords should be included in it.
8. After having the contract the ad should be made just according to the
presentation.

9. They try to maintain the time, culture, social and moral values in order to make
an ad.
10.Usually they work quite better so their temporary clients sometime turn into
their permanent clients.
 11. Requirements for working in an ad agency:

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Creative department: One should have creative ideas, they can have their degree
for any department but they should have common knowledge and interest in
creative works. Enthusiastic employees are highly preferable for this work.
Business unit: Person who are interested to work in business unit he or she must
have degree on business studies. People having experiences are highly preferable.
Account and finance unit: Degree in accounts and finance indulging students are
required for accounts and finance unit. Economic related knowledge should be
given more importance.
Instead of this requirements students who are completing their under graduating
degree from any department can work as part time employee. In this case
computerized works will be given much more emphasis.

12. Top 10 clients name of this agency:

Five top clients of NGO Five top clients of company

Page | 12

UNICEF IDLC

OXFAM BSRM

BRAC CITY GROUP

KATALYST CONFIDENCE GROUP

WORLD LUNG FOUNDATION TRADES WORTH