“OPERATIONS OF ADVERTISING AGENCY,

CLIENT PITCHING PROCESS, AND CLIENT

SERVICING IN MUSE ADVERTISING AGENCY”
Summer Internship Reports

Submitted for partial fulfillment of requirement

For The Award of the Degree
Of

MASTER OF BUSINESS ADMINISTRATION (MBA)

Submitted by
Vikas Maurya
A0013
MBA 3rd Semester
Guided by
Ms. Shiky L. Varghese
Assistant Professor Management Department
July 2016

Submitted to:
SCHOOL OF MANAGEMENT & RESEARCH

ITM UNIVERSITY, RAIPUR (CHHATTISGARH) INDIA

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 Declaration by the Candidate

This is to declare that this report has been written by me. No part of the report is
plagiarized from other sources. All information included from other sources has
been duly acknowledged. I aver that if any part of the report is found to be
plagiarized, I shall take full responsibility for it.

Name of the Candidate: Vikas Maurya Signature of the Candidate

Enroll Number: A0013 Date:

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3|Page
 CERTIFICATE BY INSTITUTE

This is to certify that this project report entitled “Operations of Advertising

Agency, Client Pitching Process and Client Servicing in Advertising Agency”
for “Muse Advertising” is bonafied work carried out by “Vikas Maurya” of
MBA of School of Management & Research for fulfillment of MBA degree course
of ITM-University Raipur.

Ms. Shiky L. Varghese Dr. Monika Sethi

Assistant Professor Management Department Head, SMR

Date: 14/11/2016

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 CERTIFICATE BY EXAMINER

This is to certify that the project entitled “Operations of Advertising Agency, Client
Pitching Process and Client Servicing in Advertising Agency” Submitted by
“Vikas Maurya” Roll No : ______________ Enrollment No : A0013. Has been
examined by the undersigned as a part of the examination for the award of Master
in Business Administration degree of ITM-University, Raipur (C.G).

Name of the Examiner Signature of the Examiner

Date:

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 ACKNOWLEDGEMENT

“It is not possible to prepare a project report without the assistance & encouragement of other
people. This one is certainly no exception.”

Before we get into thick of things, I would like to add a few words of appreciation for the people
who have been a part of this project right from its inception. The writing of this project has been
one of the significant academic challenges I have faced and without the support, patience, and
guidance of the people involved, this task would not have been completed. It is to them I owe my
deepest gratitude.

It gives me immense pleasure in presenting this project report on “Operations of Advertising

Agency, Client Pitching Process and Client Servicing in Advertising Agency”. It has been my
privilege to have a team of project guide who have assisted me from the commencement of this
project. The success of this project is a result of sheer hard work, and determination put in by me
with the help of my project guide. I hereby take this opportunity to add a special note of thanks
for Mr. Sourab Guha sir, who undertook to act as my mentor despite his many other academic
and professional commitments. His wisdom, knowledge, and commitment to the highest
standards inspired and motivated me. Without his insight, support, and energy, this project
wouldn’t have kick-started and neither would have reached fruitfulness.

I also feel heartiest sense of obligation to company staff members & seniors, who helped me in
collection of data & resource material & also in its processing as well as in drafting manuscript. I
also acknowledge with a deep sense of reverence, my gratitude towards my parents and member
of my family, who has always supported me morally as well as economically.

At last but not least gratitude goes to all of my friends who directly or indirectly helped me to
complete this project report.

Vikas Maurya

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 ABSTRACT

Advertising can be considered as the successful resource which is a combination of

different techniques that could be used for the purpose of promoting products and
services of a company. The brand image and brand awareness can be created by using
the advertisements. Nowadays, in this competitive market for getting competitive
advantages among their competitors many companies are using advertisements as their
major marketing campaigns. In order to perform their advertisements, companies are
trying to make use of advertising agencies through which they are trying to design their
advertisements efficiently to attract the customers. Especially advertising agencies are
happened to be important resources within the advertising field and they are playing
important role in supporting the companies with their effective advertising designs and
campaigns. Advertising agencies are the group of people who has experienced talented
and skilled individuals capable of making efficient advertisements on behalf of
companies in order to succeed themselves in the market place.

The main functions of advertising agencies are explained in detail as follows:

 They will allow the companies to create brand awareness among the customers of
specific companies
 They will support the companies in improving the sales and market values of
their products and services
 They will convey the products and service messages of the specific company to
the customers

Advertising agencies are providing many added advantages to the companies in

maintaining their product expertise with brand knowledge and they will even save the
costs and time of the companies who are trying to market their products and services by
using advertising agencies. The major advertising mediums in the current markets are
newspapers, television, mails, radio, magazines and broachers, outdoor and social
media sites like Twitter, Facebook, MySpace and Orkut.

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 Table of Contact
Chapter Title Pg No.
No.
1  Introduction 10-11
 Objectives

2 Company Profile 13

3 Review of literature 15

4 Research Methodology 17-26

5 Finding of the study 28

6 Conclusion 30

7 Suggestion and recommendation 32

8 Bibliography 34

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Chapter 1

INTRODUCTION & OBJECTIVES

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 Introduction

Introduction (Business development)

During my Summer Internship at Muse advertising I was involved in different sector on this
industry out of which one was Business development (BD) comprise a number of tasks and
processes generally aiming at developing and implementing growth opportunities within and
between organizations. It is a subset of the fields of business, commerce and organizational
theory. Business development is the creation of long-term value for an organization from
customers, markets, and relationships.

Introduction (Client Servicing)

During my internship along with event management the other domain I was exposed to is client
servicing. At Muse Advertising I was given the department of Client Servicing under which I
was responsible for servicing the existing clients with their regular queries and getting new
business from them. I was also responsible for pitching new clients for the firm. As the company
did several work in the past for different companies in different sectors which helped me alot to
easily hold the attention of the clients. Initially it was difficult for me to get in touch with the
industry people but later on with the proper guidance of my mentor I was able to pitch several
new clients for the firm. This domain helped me to learn alot about advertising and advertising
industry. I was exposed to several other industries which was very beneficial for me. Doing this
project led me to learn about several other industries.

Introduction (Content generation)

Content creation is the contribution of information to any media and most especially to digital
media for an end-user/audience in specific contexts. Content is "something that is to be
expressed through some medium, as speech, writing or any of various arts" for self-expression,
distribution, marketing and/or publication. Typical forms of content creation include maintaining
and updating web sites, blogging, photography, videographer, online commentary, the

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maintenance of social media accounts, and editing and distribution of digital media. A Pew
survey described content creation as the creation of "the material people contribute to the online
world.

Objectives

1. Objectives of Study (business development)

The study of the topic Event Management was aimed to understand the pre-requisites of
organizing an event. This event helped me to learn event marketing in a proper manner. The
objective of this project was to learn the basic for organizing an event at corporate level, the
marketing exposures and the problems needed to be handled.

2. Objectives of Study (Client Servicing)

The main aim for this project was to explore the opportunities in advertising industry and to
understand the market needs of other industries from the advertising perspective. It aimed to
learn the tactics of interacting with clients and pitching new clients. Getting continuous business
is the toughest part in marketing so understanding its requisites was set as the objective here.

3. Objectives of Study (content generation)

Content generation purpose is to attract and retain customers by consistently creating and
curating relevant and valuable content with the intention of changing or enhancing consumer
behavior. It is an ongoing process that is best integrated into your overall marketing strategy, and
it focuses on owning media, not renting it.

Basically, content generation is the art of communicating with your customers and prospects
without selling. It is non-interruption marketing. Instead of pitching your products or services,
you are delivering information that makes your buyer more intelligent. The essence of this

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content strategy is the belief that if we, as businesses, deliver consistent, ongoing valuable
information to buyers, they ultimately reward us with their business and loyalty.

Chapter 2

COMPANY PROFILE

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 Company Profile

Muse Advertising is an advertising firm which provides creative solutions to the

businesses that help increase their value and efficiency. Their creative solutions enriched with
visual intelligence are expressed through Advertising & Communications, Design Solutions,
Digital Marketing, Viral Videos and Social & Cultural Innovations. Muse has been serving
clients belonging to Healthcare & Pharmaceutical, Public Sector & NGOs, Government
Organizations, Media & Entertainment, Education, Real Estate, FMCG, BFSI, Fashion, Home
Appliances, and Personal Care.

Muse is nonchalant as much about the competition as about the trends. They are known for their
focus on Brand’s needs than on Brand’s wants. The only consequence of it is increased Brand’s
ROI in terms of sales & image. They are equipped with proper facilities that allow them to
deliver unmatched results and offer the best solutions to the customers. Their professionals
undertake various challenging tasks related to the brand promotion of any organization. They
design, print, research and finally deliver the exact result that the clients are looking for. They
select their professionals on the basis of their experience and creativity in the domain.
Furthermore, owing to their unmatched performance, they are meeting the demands of the
market in North America, Central America and Middle East.

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Chapter 3

REVIEW OF LITERATURE

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 Review of Literature

The Impact of strategic orientation, marketing strategy and market research activities on
new product development.

Objectives:

1. To find the impact of strategic orientation, marketing strategy, and market research
activities on New Product Development.

2. To help in examines the moderating effects of environmental factors (economic situation

and supply condition) on the relationship between strategic orientation, marketing
strategy, and market research activities towards New Product Development.

Findings:

1. This study enhance product development literature regarding factors affecting the process
of development.

2. The variables of strategic orientation and marketing strategy have significant influences
on New product development while variables of market research activities have no
significant influences on New Product Development.

3. The Moderating effects of environmental factors does not moderate the relationship of
strategic orientation, marketing strategy and market research activities towards New
Product Development.

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Chapter 4

RESEARCH METHODOLOGY

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 Research methodology
The process used to collect information and data for the purpose of making business
decision. The methodology may include publication research, interviews, surveys and other
research techniques, and could include both present and historical information.

Types of research methodology:-

 Experiments:-
People who take part in research involving experiments might be asked to complete
various tests to measure their cognitive abilities (e.g. word recall, attention,
concentration, reasoning ability etc.) usually verbally, on paper or by computer. The
results of different groups are then compared. Participants should not be anxious about
performing well but simply do their best. The aim of these tests is not to judge people or
measure so-called intelligence, but to look for links between performance and other
factors. If computers are used, this has to be done in such a way that no previous
knowledge of computers is necessary. So people should not be put off by this either.
The study might include an intervention such as a training programmer, some kind of
social activity, the introduction of a change in the person’s living environment (e.g.
different lighting, background noise, different care routine) or different forms of
interaction (e.g. linked to physical contact, conversation, eye contact, interaction time
etc.). Often the interaction will be followed by some kind of test (as mentioned above),
sometimes before and after the intervention. In other cases, the person may be asked to
complete a questionnaire (e.g. about his/her feelings, level of satisfaction or general well-
being). Some studies are just based on one group (within-group design). The researchers
might be interested in observing people’s reactions or behavior before and after a certain
intervention (e.g. a training programme). However, in most cases, there are at least two
groups (a between-subjects design). One of the groups serves as a control group and is

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 not exposed to the intervention. This is quite similar to the procedure in clinical trials
whereby one group does not receive the experimental drug. This enables researchers to
compare the two groups and determine the impact of the intervention. Alternatively, the
two groups might differ in some important way (e.g. gender, severity of dementia, living
at home or in residential care, etc.) and it is that difference that is of interest to the
researchers.

 Surveys:-
Surveys involve collecting information, usually from fairly large groups of people, by
means of questionnaires but other techniques such as interviews or telephoning may also
be used. There are different types of survey. The most straightforward type (the “one shot
survey”) is administered to a sample of people at a set point in time. Another type is the
“before and after survey” which people complete before a major event or experience and
then again afterwards.

 Questionnaires:-
Questionnaires are a good way to obtain information from a large number of people
and/or people who may not have the time to attend an interview or take part in
experiments. They enable people to take their time, think about it and come back to the
questionnaire later. Participants can state their views or feelings privately without
worrying about the possible reaction of the researcher. Unfortunately, some people may
still be inclined to try to give socially acceptable answers. People should be encouraged
to answer the questions as honestly as possible so as to avoid the researchers drawing
false conclusions from their study.
Questionnaires typically contain multiple choice questions, attitude scales, closed
questions and open-ended questions. The drawback for researchers is that they usually
have a fairly low response rate and people do not always answer all the questions and/or
do not answer them correctly. Questionnaires can be administered in a number of
different ways (e.g. sent by post or as email attachments, posted on Internet sites, handed
out personally or administered to captive audience (such as people attending
conferences). Researchers may even decide to administer the questionnaire in person
which has the advantage of including people who have difficulties reading and writing. In
this case, the participant may feel that s/he is taking part in an interview rather than

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 completing a questionnaire as the researcher will be noting down the responses on his/her
behalf.

 Interviews:-
Interviews are usually carried out in person i.e. face-to-face but can also be administered
by telephone or using more advance computer technology such as Skype. Sometimes
they are held in the interviewee’s home, sometimes at a more neutral place. It is
important for interviewees to decide whether they are comfortable about inviting the
researcher into their home and whether they have a room or area where they can speak
freely without disturbing other members of the household. The interviewer (which is not
necessarily the researcher) could adopt a formal or informal approach, either letting the
interviewee speak freely about a particular issue or asking specific pre-determined
questions. This will have been decided in advance and depend on the approach used by
the researchers. A semi-structured approach would enable the interviewee to speak
relatively freely, at the same time allowing the researcher to ensure that certain issues
were covered.
When conducting the interview, the researcher might have a check list or a form to record
answers. This might even take the form of a questionnaire. Taking notes can interfere
with the flow of the conversation, particularly in less structured interviews. Also, it is
difficult to pay attention to the non-verbal aspects of communication and to remember
everything that was said and the way it was said. Consequently, it can be helpful for the
researchers to have some kind of additional record of the interview such as an audio or
video recording. They should of course obtain permission before recording an interview.

 Case studies:-
Case studies usually involve the detailed study of a particular case (a person or small
group). Various methods of data collection and analysis are used but this typically
includes observation and interviews and may involve consulting other people and
personal or public records. The researchers may be interested in a particular phenomenon
(e.g. coping with a diagnosis or a move into residential care) and select one or more
individuals in the respective situation on whom to base their case study/studies. Case
studies have a very narrow focus which results in detailed descriptive data which is
unique to the case(s) studied. Nevertheless, it can be useful in clinical settings and may
even challenge existing theories and practices in other domains.

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 Participant and non-participant observation:-
Studies which involve observing people can be divided into two main categories, namely
participant observation and non-participant observation.
In participant observation studies, the researcher becomes (or is already) part of the group
to be observed. This involves fitting in, gaining the trust of members of the group and at
the same time remaining sufficiently detached as to be able to carry out the observation.
The observations made might be based on what people do, the explanations they give for
what they do, the roles they have, relationships amongst them and features of the
situation in which they find themselves. The researcher should be open about what s/he is
doing, give the participants in the study the chance see the results and comment on them,
and take their comments seriously.
In non-participant observation studies, the researcher is not part of the group being
studied. The researcher decides in advance precisely what kind of behavior is relevant to
the study and can be realistically and ethically observed. The observation can be carried
out in a few different ways. For example, it could be continuous over a set period of time
(e.g. one hour) or regularly for shorter periods of time (for 60 seconds every so often) or
on a random basis. Observation does not only include noting what happened or was said
but also the fact that a specific behavior did not occur at the time of observation.

 Observational trials:-
Observational trials study health issues in large groups of people but in natural settings.
Longitudinal approaches examine the behavior of a group of people over a fairly lengthy
period of time e.g. monitoring cognitive decline from mid to late life paying specific
attention to diet and lifestyle factors. In some cases, the researchers might monitor people
when they are middle-aged and then again after 15 years and so on. The aim of such
studies is usually to determine whether there is a link between one factor and another
(e.g. whether high alcohol consumption is correlated with dementia). The group of people
involved in this kind of study is known as a cohort and they share a certain characteristic
or experience within a defined period. Within the cohort, there may be subgroups (e.g.
people who drink moderately, people who drink heavily, people who binge drink etc.)
which allow for further comparisons to be made.
In some cases, rather than following a group of people from a specific point in time
onwards, the researchers take a retrospective approach, working backwards as it were.

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 They might ask participants to tell them about their past behaviour, diet or lifestyle (e.g.
their alcohol consumption, how much exercise they did, whether they smoked etc.) They
might also ask for permission to consult the participants’ medical records (a chart
review). This is not always a reliable method and may be problematic as some people
may forget, exaggerate or idealise their behaviour. For this reason, a prospective study is
generally preferred if feasible although a retrospective pilot study preceding a prospective
study may be helpful in focusing the study question and clarifying the hypothesis and
feasibility of the latter (Hess, 2004).

 Studies using the Delphi method:-

The Delphi method was developed in the United States in the 1950s and 1960s in the
military domain. It has been considered particularly useful in helping researchers
determine the range of opinions which exist on a particular subject, in investigating issues
of policy or clinical relevance and in trying to come to a consensus on controversial
issues. The objectives can be roughly divided into those which aim to measure diversity
and those which aim to reach consensus.
Different ways to employ this method have been devised but they tend to share common
features, namely a series of “rounds” in which the participants (known as “panellists”)
generate ideas or identify salient issues, comment on a questionnaire (constructed on the
basis of the results from the first round) and re-evaluate their original responses. After
each round, a facilitator provides an anonymous summary of the forecasts/opinions made
by the experts and of their reasons.
There is no limit to the number of panellists involved but between 10 and 50 might be
considered manageable. The panellists are chosen on the basis of their expertise which
could take many forms (e.g. academic, professional or practical knowledge, personal
experience of having a condition, being a service user etc.).

Method I used was observation and understanding

Observational Methods in psychological research entail the observation and description of a

subject's behavior. Researchers utilizing the observational method can exert varying amounts of
control over the environment in which the observation takes place. This makes observational
research a sort of middle ground between the highly controlled method of experimental
design and the less structured approach of conducting interviews. Observation (watching what
people do) would seem to be an obvious method of carrying out research in psychology.

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However, there are different types of observational methods and distinctions need to be made
between:

1. Controlled Observations

2. Natural Observations

3. Participant Observations

In addition to the above categories observations can also be either overt/disclosed (the
participants know they are being studied) or covert/undisclosed (the research keeps their real
identity a secret from the research subjects, acting as a genuine member of the group).

In general observations, are relatively cheap to carry out and few resources are needed by the
researcher. However, they can often be very time consuming and longitudinal.

1. Controlled Observation:-

Controlled observations (usually a structured observation) are likely to be carried out in a

psychology laboratory. The researcher decides where the observation will take place, at
what time, with which participants, in what circumstances and uses a standardized
procedure. Participants are randomly allocated to each independent variable group.

Rather than writing a detailed description of all behavior observed, it is often easier to
code behavior according to a previously agreed scale using a behavior schedule (i.e.
conducting a structured observation).

The researcher systematically classifies the behaviour they observe into distinct
categories. Coding might involve numbers or letters to describe a characteristics, or use
of a scale to measure behavior intensity. The categories on the schedule are coded so that
the data collected can be easily counted and turned into statistics.

For example, Mary Ainsworth used a behavior schedule to study how infants responded
to brief periods of separation from their mothers. During the Strange Situation procedure
infant's interaction behaviors directed toward the mother were measured, e.g.

1. Proximity and contacting seeking

2. Contact maintaining

3. Avoidance of proximity and contact

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 4. Resistance to contact and comforting

2. Naturalistic Observation

Naturalistic observation (i.e. unstructured observation) involves studying the

spontaneous behaviour of participants in natural surroundings. The researcher simply
records what they see in whatever way they can.

Compared with controlled/structured methods it is like the difference between studying

wild animals in a zoo and studying them in their natural habitat.

With regard to human subjects Margaret Mead used this method to research the way of
life of different tribes living on islands in the South Pacific. Kathy Sylva used it to study
children at play by observing their behaviour in a playgroup in Oxford shire.

3. Participant Observation

Participant observation is a variant of the above (natural observations) but here the
researcher joins in and becomes part of the group they are studying to get a deeper insight
into their lives. If it were research on animals we would now not only be studying them in
their natural habitat but be living alongside them as well!

This approach was used by Leon Festinger in a famous study into a religious cult who
believed that the end of the world was about to occur. He joined the cult and studied how
they reacted when the prophecy did not come true.

Participant observations can be either cover or overt. Covert is where the study is carried
out 'under cover'. The researcher's real identity and purpose are kept concealed from the
group being studied. The researcher takes a false identity and role, usually posing as a
genuine member of the group. On the other hand, overt is where the researcher reveals
his or her true identity and purpose to the group and asks permission to observe.

Business development

Introduction

During the project the job I was assigned was to is to generate new business leads for the
organization. For this particular job assigned the procedure we followed was Telephonic
approach initially in which we tell people about services Muse provides and if they are interested
we fix a meeting for better understanding of their requirements. After it negotiation is carried by
superiors.

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During my internship I performed as business development and communicated to hand full of
companies of different sectors initially approach was through telephone.

The procedure I used to approach to corporate people is given in the following steps:

1. Sourcing of the names and contact details of all the companies in and around Mumbai.

2. Compiling and organizing of all the details of the companies in a proper manner.

3. Calling each of the companies individually and trying to get in contact with the
Marketing Head of the organization.

4. Offering them all the services of the organization keeping the focus on Corporate Videos.

5. Trying to arrange a meeting with them to present the advantages of the services offered.

6. Communicating the response to my mentors and proceeding as per their guidance.

Given data is of the sectors I have approached

Sectors Number of Companies

1. Clothes 10

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2. Shoes 8
3. Watch 7
4. Energy Drink 5
5. Real Estate 15
6. Cosmetics 12
7. Calcium Supplements for Women 6

8. Flour 12
9. Network 10
10. Health Drinks 12
11. Education 20
12. Spa And Saloons 4
13. Fitness 5
14. Food Products 5
15. Pen 7
Total 138

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 Percentage

5.05% 7.07%
4.04%
6.06%
4.04%

3.03%
5.05%

4.04%

14.14%

11.11%

7.07%

Clothes Shoes Watch Energy Drink 9.09%

Real Estate Cosmetics

7.07% Flour
Calcium Supplements for Women Network Health Drinks Education Spa And Saloons
4.04%
Fitness Food Products Pen
9.09%

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Chapter 5

FINDINGS OF THE STUDY

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 Findings of the study

The findings with which I was left by the end of the project are as follows:-

 Same kind of advertising strategies don’t work for all kind of industries or
organizations. Different organizations have different target markets, different vision so
different strategies are needed to be developed for all.

 Advertising plays a very important role in providing an image to your brand. Even a
slight misinterpretation of message can spoil the image of a brand.

 Advertising influences the buying decisions of all types of customers heavily.

 Client servicing is a very important part of any organisation. It acts as a face of the
organization in the outside world. A sincere work can be very constructive for the image
of the organisation whereas even a little carelessness can spoil the image of the
organisation.

 Content are very use full in generation new business leads.

 Quality work helps in customer retention and acquiring new clients.

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Chapter 6

CONCLUSION

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 Conclusion
During my internship at Muse Advertising the points I would like to conclude under the domain I
studied are as follows:

 Client servicing plays a very important role in the success of any organisation, the person
in the client servicing department acts as a face of the organisation for its client. His
proper working will always keep the clients on board but a slight dissatisfaction because
of the client servicing department can lead the clients to switch the organisation.

 Pitching of new clients is not easy for any organisation especially in service industry. You
need to have a really impressive uniqueness to be liked by the people. A common service
will leave you with rejections so every organisation should keep innovation in one or the
other way

 Content plays a very important role in marketing content are key ingredient for any
creative work. Content is main tool of attraction. In order to generate appropriate case
study one should have command over language and knowhow and when to use words,
content generation can’t be too much casual with this write-up as well as content
generated should be reader friendly the use of technical words should be done perfectly.

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Chapter 7

Suggestion and Recommendations

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 Suggestions and Recommendations
After an intense study on both the domains the recommendations I would like to give to the
company are as follows:-

 Muse should increase its work force: Currently the technical department has only 4
members among which 2 are designers and 1 is a web developer and 1 is a sound and
video editor. The marketing and client servicing personnel should be hired to aquire more
client base and improved client satisfaction. The members in research and development
team should also be increased so that new ideas can be brought in and innovations can
take place.

 Muse works in a very casual environment because of which sometimes subordinates

misbehave with superiors which leads to a chaos in the organisation. The organisation
should follow a formal work environment.

 It’s an era of cut-throat competition so organisation should keep on fetching national

clients and clients of different areas too.

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Chapter 8

BIBLIOGRAPHY

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 Bibliography
Websites

1. WWW.Wikipedia.com

2. WWW.advertising.com

3. WWW.adbounds.com

4. WWW.museadvertisng.com

5. http://www.aaaindia.org

6. www.ibfindia.com/advertising-agencies-association-india-aaai-0

7. www.impactonnet.com/node/781

8. www.isanet.org.in/

9. http://economictimes.indiatimes.com/topic/Indian-Society-of-Advertisers

10. www.adbrands.net/in/

Books

1. Ogilvy on advertising

2. A Global History of Advertising by Mark Tungate

3. Social Media ROI by Olivier Blanchard

4. My Life in Advertising and Scientific Advertising by Claude Hopkins

5. The art of client servicing

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