CERTIFICATE

This is to certify that Sonal Pilania D/o Virendra Singh Pilania has completed her internship of
30 working days (8 hours per day) during the month of 13 June 2016 to 20 July 2016.As per
information and record /documents produced before us. As per information and
records/documents produced before s. As far as our knowledge is concerned, she bears a good
moral Character and is having good learning and understanding capabilities.
Above particulars are verified from documents/certificates and other relevant records are
presented before us.

For ASB Ads India Private Limited

Jai Singh Bhati
 Director

ACKNOWLEDGEMENTS
A summer project is a golden opportunity for learning and self-development. I consider myself
very lucky and honored to have so many wonderful people lead me through in completion of this
project. My grateful thanks to Mr. Jai Singh Bhati, ( Director ASB Ads India Pvt. Limited)
who in spite of being extraordinarily busy with his duties, took time out to hear, guide and keep
me on the correct path.He monitored my progress routinely, shared his knowledge and always
encouraged me to go an extra edge towards fulfilling my duties. I choose this moment to
acknowledge his contribution gratefully. I would also like to thank Niyati Kadikar (Executive,
Client servicing) and all the members of ASB Ads India for their constant guidance and support.
Finally I wish to thank Ms Sehaj Wadhwa, my faculty mentor for her guidance to make the
most of such an excellent opportunity and in the successful completion of this project.

Sonal Pilania

PREFACE
I wonder if there would be actually anyone in this country who is not familiar with the line
Utterly Butterly Delicious! The image of the Amul doll flashes in a split second. We live in a
nation where guys use an Adidas shoes just because Sachin Tendulkar wears one. Newspapers
have more ads on the front page than news. Women buy a Gucci bag because her neighbour has
got one. Valentines Day is now celebrated at such a large scale because the media has hyped this
as a dato express your love and affection!! There is no second thought required in saying that
people get affected by advertisements. In fact, it would not be wrong if I say that we are
surrounded by advertisements 24*7, and then be it the TV commercials, word of mouth or the
product itself. Advertisements and marketing communication were viewed as an additional
expense in the earlier times, now it forms an unavoidable part of the organization.
Communication has gained so much momentum that it emerges as a separate industry in the
market. It forms an inevitable part for the survival of a business. The management education has
given me the opportunity to explore my passion towards creative thinking and writing. The
subjects of Marketing and Communications have been a substantial contributor in making the
directions for the field of my interest very clear. As I had aspired, training in an ad agency gave
me a conviction to progress in the same field and work towards establishing and enhancing my
repertoire in media and advertising. ASB Ads India Pvt. Limited is a leading company in the
field of outdoor advertising. It not only provides advertising solutions but masters in devising the
marketing strategies for its clients. The splendid blend of hard work and creativity is what makes
ASB Ads India a highly reputed name in the field of outdoor advertising. Being associated with
such an organization is a great learning experience and pleasure for any individual who has
ardent desires to work in this field.

EXECUTIVE SUMMARY
Today, in the digital era, outdoor advertising still remains an indispensable role as part of the
marketing mix, out-of-home (OOH) media characterized for its high effectiveness and large
coverage to attain awareness at the highly mobile population area. Even though today there are
many other online methods to advertise, big and luxury brands still use OOH to promote.
Therefore, this project will try to analyze the advantage of outdoor media advertising. This
project will also examine the roles that these company play in the industry, and investigate their
business model and marketing strategy in this specific area. Their presence extends to all places
in Delhi, including transportation, highways, airports, billboards, and others. Nevertheless, there
are not many researches covering the entire outdoor advertising industry. At the same time, it is
important to highlight the marketing strategies utilized by the different agencies either to increase
their market share or simply to improve their customer-relationship. Beyond a summary of the
nature of the industry, it is necessary to understand the roles played by the different outdoor
advertising agencies. An overview summary will provide a better understanding of the industry
and the relationships between these agencies and the brands that are interested to promote their
business worldwide. Working at ASB Ads India was indeed a corporate exposure that would add
a significantly to my experiences. The internship period at ASB Ads India gave me a thorough
knowledge of the advertising world.
 CONTENTS
1.1 Introduction to Advertising
1.2 Why Advertising
1.3 Vehicles of Advertising
1.4 Advertising Agency
1.5 An Introduction to Outdoor Advertising
1.6 Forms of outdoor advertising

2.1 Company Profile-ASB Ads India Private Limited

2.2 Department of ASB Ads India
2.3 SWOT Analysis
3.1 Role in ASB Ads India Limited
4.1 Conclusion
4.3 Recommendation
 INTRODUCTION
Advertising can be described as the science of arresting the human intelligence long enough to
get money from it. It is a non-personal form of communication intended to persuade an audience
to purchase or take some action upon products, ideas, or services. Advertisements make a
product or service familiar in the household. It gives an identity to the product. In other words,
advertisements facilitate the making of a Brand. Brand image is the personality a brand has
created in the minds of its customers. It is the advertisements that help in communicating the
desired message so as to form a brand image as targeted by the company. Keeping in constant
touch with the target audience through frequent advertisements carried out via various mediums
helps in enhancing the Brand Awareness and Brand Recall. Effective advertising is a
communication that induces the consumer to buy a product. Advertising performs one of the
most important functions in society that is to inform, it gives people the power of choice, the
power of knowledge that helps them make important decisions every day. Advertisements intend
to answer the following for their potential customers:
Inform them about the product or service
Where and how is the product or service available?
How to use the product or service?
Today, advertising has become a reflection of human life, whatever state it may be in.
Traditionally started as a press release, a television ad and a billboard display, advertisements
have now moved on to cover every possible area of human life in order to communicate.
Ranging from internet marketing to road shows, marketing communication has utilized the path
to interact with its target audience. If times are good, it celebrates; if not it mourns. Advertising
has successfully transcended from one of the most interruptive commercial medium of modern
times to something that everyone wants to have a piece of. From marketing a luxury car to
spreading awareness on social issues, advertising has played its bit.
 WHY ADVERTISING?
Advertising is required because it explains complex issues in ways that are interesting, easy to
understand and meaningful
It is tool used by companies to:
Inform people about new products and services
Brand building
Remind customers about their brand at the right time and right place
Reinforce confidence in purchase
Built corporate identity
Help their sales force become more effective
Give their brand and the company a personality that makes it unique
Government and Autonomous bodies use Advertising to:
Inform people about their policies
Promote social awareness
Educate masses on health care
Prevent panic during natural disasters
Dispel harmful rumours
Attract foreign investment
Myth: An advertising agency always helps to sell a product.
Fact: Advertising can never succeed in selling something which the public will not accept. An
advertisement becomes successful only if the product is satisfactory. It is very important that it
fulfils the needs of the consumers. The deal offered by the company ought to have some
credibility in order to appeal in the eyes of the target audience.
 VEHICLES OF ADVERTISING
Many advertisements are designed to generate increased consumption of those products and
services through the creation and reinforcement of "brand image" and "brand loyalty". With the
passing time, more people relied on the advertisements and the never ending race to attract the
customers started. Out-of-the-box thinking was appreciated and advertising emerged as a
significant part of a business. In fact, advertising and communication gained so much momentum
that advertisements are now often placed by an advertising agency on behalf of a company or
other organization. Traditionally, the scope of advertising was limited to only a few options. In
the present scenario advertisements have become an unavoidable part in the day to day life.
Every major medium is used to deliver these messages, including television, radio, cinema,
magazines, newspapers, video games, the internet and billboards. Any medium where the
audience can easily and frequently be attracted is utilized to pass on the communication by mode
of audio, visual or print format.
Instead of the means of mass communications, personalized messages are given higher
importance these days. A personal email to the esteemed customer is beneficial for the company
to gain frequent and better response from the customer. Moreover, it makes the customer feel
important. In todays consumer centric world, it is very essential to pamper the customers to keep
a hold on them. The club West Membership for the elite customers of Westside is just another
means of personalized communication. As a member of such clubs, the customer is given special
discounts and offers. A small gesture of this special treatment helps not only in retaining the
customers but also promoting the brand. Non conventional manners of advertising gain an edge.
Companies have come up with unexpected mediums. For example, the washrooms in public
places!! (CineMax Multiplex) Ranbir Kapoor using a Mac Notebook Laptop in the movie
Rajneeti (this method of advertising is termed as Covert Advertising)
 Introduction to Advertising Industry
The Indian advertising industry has evolved from being a small-scale business to a full-fledged
industry. It has emerged as one of the major industries and tertiary sectors and has broadened its
horizons be it the creative aspect, the capital employed or the number of personnel involved.
Indian advertising industry in very little time has carved a niche for itself and placed itself on the
global map. Advertising in India has evolved into a highly evocative and arresting medium of
portraying society.
In the recent times, advertisements have gained momentum. Advertising is one point where in an
organization holds maximum communication with the target group. The way of communication
differentiates a product from its competitor. Hence, in order to achieve that competitive edge,
almost all advertising is therefore arranged through an advertising agency which provides the
necessary skill to turn the message into a memorable and effective advertisement.
 ADVERTISING AGENCY
An ad agency is a firm that specializes in the creation, design and placement of advertisements
and in the planning and execution of promotional campaigns for products and services of their
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. The advertising professionals can also handle
overall marketing and branding strategies and sales promotions for its clients. The process of ad
making and marketing communication requires the inputs of experts in many fields like writers,
artists, photographers, designers, television production crews and many others. Almost all
advertising is therefore arranged through an advertising agency which provides the necessary
skill to turn the message into a memorable and effective advertisement. Typical ad agency clients
include businesses and corporations, non-profit organizations and government agencies. The
advertising agencies help in creating public awareness in a manner that is effective and
innovative. Though the ad agencies are very professional and expert in their field, the service is
very personalized in nature. Agencies may be hired to produce single ads or, more commonly,
ongoing series of related ads, called an advertising campaign.
 An Introduction To Outdoor Advertising
Over the past several decades there has been a considerable change in the field of outdoor
advertising. It has evolved into a media which is as strong as other forms of advertisement. This
industry has remained unscathed even when all the other advertising industries have been
struggling to remain into business. In fact, businesses spend billions of dollars each year in
outdoor advertising. Indeed, this form of advertising media has come a long way from being a
mere roadside poster.
Outdoor Advertising Popularity
For companies that can afford massive television advertising, outdoor advertising remains a
popular form of advertising media. Companies like IBM, A&T and McDonalds spend thousands
and thousands of dollars each year in outdoor advertising. This interest has continued to grow
steadily for years. Indeed, outdoor advertising should be given proper credit for the numerous
benefits it provides to companies worldwide. Some of these benefits include:
a. It provides numerous ways to market a product effectively, thus, giving black value for
every dollar spent.
b. It is an extremely way to reach and saturate the target market.
c. It is an effective way to ensure the products ubiquitous presence in consumers minds.
d. It is a mixture of various forms of media that successfully reach people wherever they
are.
e. It provides an effective way to reach consumers and create an overall awareness of the
product.

Forms of Outdoor Advertising

Outdoor advertising varies from marketing displays, billboards and posters all geared
toward relaying a message and creating an impact to the public. The message varies from
encouraging people to purchase a certain product, to vote for a particular politician, to
donate to charity or to go in a trip or a particular vacation spot.

Most Popular Forms of Outdoor Advertising

There are a lot of models of outdoor advertising and the most effective of which includes:

a. Billboards: With strategic positioning billboards continue to create high impact and
extensive coverage. In fact, these are one of the most effective means of reaching out
to a mobile market.

b. Street Furniture: This is one of the most versatile form of outdoor advertising. It is
quite effective in reaching the exact target consumers. That is why it is greatly used
for creating product awareness and recognition.
 c. Alternate Outdoor Media: This is one of the most viable and modern means of
outdoor advertising. It covers a lot of market and is intended to create looming
product presence and awareness.

Company Profile
ASB Ads India Private Limited is well established and a leading company in the field of
outdoor advertising engaged in Designing, Fabrication, Manufacturing, Supplying, Exporting
and Installation of sign boards and hoarding on turn key basis. Their products are widely used in
different industries irrespective of their sphere of operations. The vast line of products that we
offer is manufactured at their in house production unit equipped with Router, Neon Plant, Flex
Printer, Vinyl Cutting Machine, Digital Printer and not to mention of computers and scanners.
Such advance mechanisms have insured a wide range of Client based across the globe .The
countries that it caters to include India, Nepal, South Africa and Japan.
Some of the products that it manufacture include Neon signs, ACP Signs, LED Signs, Led
Channel Letters, Glow Sign, Flex Hoardings, Reflective signs, Bus Shelters, Metal Signs,
Safety Signs, Indoor Signs, Mall Signs and many more.
Industry: Advertising
CEO: Mr. J.S. Bhati & Mr. H.C. Suhas
Headquarters: Gurgaon, Haryana
Founded :1989
Website: www.asbads.com
Clients: DRDO, TCS, Wipro, Indian Navy, Indian Airforce, ICICI Bank, Videocon,
NBCC, PayU.
Competitors: Selvel One Group, BIG Street, Times OOH, TDI, DDB Mudra Max OOH.

VISION: We will be the Leading Outdoor Advertising Company in India.

Mission: Build a world class, results-oriented company providing, accurate and the most cost
-effective outdoor campaigns, using the best tools and systems and creating the most innovative
and pertinent solutions through a team of Energetic and Motivated Professionals with world class
talents and skills, necessary to make ASB Ads India the Leading Outdoor Media Specialist. This
way we will achieve our fundamental objective of Total client Satisfaction, And Superior
Financial Performance.
 SWOT Analysis

Strengths
a. Diversified markets and wide geographic exposure: Over the last few decades, ASB
Ads India has strategically expanded the number of markets in order to increase revenue,
business stability and expand their opportunities for growth.
b. Vigorous Financial performance: ASB Ads India has perceived a strong financial
performance in the last few years. Their revenue increased from 120 crore in 2014 to 135
crore 2016 representing a growth rate of 8.7% during that period. This increase was
principally because of the strong performance from its street furniture and transport
business segments. Strong financial performance strengthens the financial position of
ASB Ads India and provides a platform for future growth and expansion.

Weaknesses:
a. Limited Reach : ASB Ads India is still not able to reach across national
boundaries. It is still confined in major cities like Delhi, Mumbai, Bangalore etc.
b. The biggest weakness ASB Ads India is its organizational structure. The
organizational structure is such that people who are at the top most level in the
hierarchy and who are professionals in this field are few whereas the line staff is
quite much. This may lead to centralization of decision-making and an obvious
influence of one or two people in policy decisions. Centralization of decision-
making and authority being given to only few can prove to be disastrous for the
growth of the organization.

Threats:
a. Intense competition: ASB Ads India faces intense competition from various similar
market players and from different types of parties in different markets. They compete
with other mediums of advertising including both traditional and new media such as
newspapers, magazines, television and the internet. They also compete with
increasing variety of Out-Of-Home advertising media. Intense competition may
impact ASB Ads Indias advertising revenues, margins and market penetrations.
b. Risks related to changes in applicable regulations: The outdoor advertising
industry is subject to governmental regulation at both the national and local level. The
regulations relate to density, mobility, position of billboards and street furniture in
urban or other areas , and regulation of the content of outdoor advertising .Changes in
laws and regulations affect outdoor advertising may have financial impact on the
company as it restricts its operation and expenditure.

Opportunities
a. New contract wins improves brand image: The company won several new
contracts and renewed older ones in recent years. Their ability to get new
contracts and renew older ones enhances its brand image and provides
incremental revenues.
Departments OF ASB Ads India

 Role in ASB Ads India Pvt. Limited

I have tried my best to enhance my abilities and apply the knowledge that I gained during the
studies. On my first day at internship, I was given training session about the tally software.
I was in the Accounting and Finance Department of company. In the summer internship period
at ASB Ads India Pvt. Limited, I have undertaken various activities, which is as follows:
1. Generate or raise invoices (bills) on clients (parties).
2. Send a regular reminder to the client for the collection of unpaid dues.
3. Book the expenses of vendor parties on a timely basis.
4. Issue payments to vendor parties within or on the due date.
 Conclusion
The field of advertising and communication looks very attractive from the periphery. The
glamour of the media lures people towards working in this sector and this holds true especially
for the youth. When I joined ASB Ads India, I only had in mind the glamour of the industry and
a rough idea about how an agency works. At the end of internship, the attraction towards the
chants of media and advertising has turned out to become enthusiasm and vigour to get behind
the scenes and enjoy the process of making enchanting communications with the world. The
corporate exposure I received in this organization helped me get an introduction to the world I
would be facing after the management education. Though all lessons did not come the easy way.
At times, the scolding and work load were difficult to handle. Now, on completion, I realize that
it is because of these work pressures and scolding for minute things that has enhanced my
understanding and knowledge for the industry. Moreover, I was treated not as an intern but as a
part of their team and the work was allocated not to inflate the size of my project report but to
give an experience of being an employee and learning the in and out of the functions of a brand
service executive.
Finally I would like to conclude my report by saying that the overall experience in working with
ASB Ads India Pvt. Limited has been remarkable. Leaving the comfortable niche of the college
life and moving towards the harsher side of the world, so as it is known, the corporate life was
one thing I hated at the onset of the training. But the environment has been very friendly and all
the people, however senior, have been very supportive and outgoing. Two months in this
organization and they have given me a comfortable and lovable niche at the not so harsh
corporate. Right from corporate exposure to learning the minutes of ad making and strategy
devising process, my Journey of the Advertising Market has been outstanding.

RECOMMENDATIONS
The first and foremost thing I would like to recommend is that the company has an active
website is not working. Ad agencies are into the business of communication and websites are an
important mode of communication. Not having a website creates a negative impression. For this
purpose, a client service executive and I have developed a mock website for recommendation
The company does not lay a lot of importance on the research work. Market research is very
important for understanding the consumer preferences. Yet the work load of the core ad making
keeps the employees too busy and not a lot of emphasis is given to market research and analysis.
 BIBLIOGRAPHY & REFERENCES :

Marketing Management ---- Philip Kotler

Advertising Management Amita Shankar
Adverting, Marketing and Sales Management- Takur D
The Economic Times
www.asbads.com