Table of ContentsOrganizational BackgroundWriter and Creative LeadArt DepartmentPersonal Skills Development ReviewPersonal GrowthTeamworkCreating a Brief Research ProjectKarela BiscuitsMarket ResearchCompetitionTest NumbersSo As we see the world on our side, there is no doubt that the fight for survival is getting harder and harder. To stay alive in this already complex market, businesses need to be unique in their approach to delivering their message, so that more people notice it. Here some creative people came forward and introduced the idea of ​​promoting the product through advertising, which will help create a different image from their competitors and in the eyes of their target audience. This gives the organization a stage to amplify its voice and, therefore, increase its brand value. Say no to plagiarism. Get a tailor-made essay on “Why Violent Video Games Should Not Be Banned”? Get the original essay Over time, the world of advertising has evolved into what we see today. It is not just a marketing tool, but a way to get your message out to the general public. Many different creative voices working together to reflect this single thought that can usually make or break the business. Advertising is a field that allows creative individuals to work their magic, but also reflects the cultural value and status of a society in a particular era and period. As a media and communication student at Jagran Lakecity University, I had the opportunity to do an internship. with an advertising agency, Rainforest Communications, to see first-hand how the inner workings of an advertising agency work. Over a two-month period, from May 21 to July 21, I learned some essential rules about what is necessary for an advertising agency to run smoothly. Observing and being present as many projects unfolded in front of me helped me understand some basic facts about writing and customer service. Personally, I wanted to work in a relatively small agency with larger clients, which could give me the opportunity to understand the workflow in each department, to better understand where I am and where I could improve. 'improve. I have worked individually on two separate projects, from the beginning named Apollo Cradle and Azista Karela Biscuit. However, one of these projects could not be completed by the time I finished because the client decided to take a break. The report is divided into three different chapters. While the first describes how the agency works, the second chapter focuses on my personal development and the skills developed over the duration of the internship. The third talks about the specific project I worked on and how we did a marketing campaign for that product. Organization Background Founded in April 2017, Rainforest Communications has come a long way in its year of operation. As it is important to understand the consumers who can turn a product into a brand, the communication that needs to take place between them for the product to reach its destination is also important. They understand their customers and carry out campaigns accordingly. what the client stands for and what message they want to convey to their audience, in order to keep them on the map for the long term. Rainforest Communications staff understands these implications, which in turn helps them strategize a creative plan, which in turn helps them steer the trajectory ofthe company towards an upward direction. Important Customers: Notable Work Functional Departments Customer Services This is a department that manages each and every customer and learns from the customer what work the organization needs to do. For an advertising agency, clients matter everything because they are the ones who distribute jobs and the customer service manager must make sure to keep them happy. Customers want big ideas that will drive their product to become a brand. Most of the time, these customers don't know what they want or how they want to launch a marketing campaign for their own product. The customer service department bridges the gap between the art department, editors, and clients because they are the face and voice of their organization. This department must look after the needs of each of the people involved in the campaign, whether on the client's side or their own agency, and bring them together in the middle for the benefit of all.Copywriter & Creative HeadCopywriter and the Creative Department took on the role of strategizing and developing a creative plan for the product keeping in mind compliance with the client's needs. Creative leaders must think outside the box, while being aware of this framework, understanding the issues related to what motivates the audience, in order to be able to translate all the information into messages. At Rainforest Communications, creative managers have over 20 years of experience individually. They know the importance of a creative leader to keep abreast of all cultural or subcultural trends, which will help the team interpret consumer perception and also help in strategizing, so that brands can be positioned on the market in such a way. a way that will prove to be an advantage in the future. Copywriting, without a doubt, is a very different and well-defined art form, and that comes with its own problems. They must inform the audience with the information they are looking for about the product while giving their own point of view in a creative sense. To start the creative process, it is very important to know your target audience. Then we find the psychograph, as in habits, attitude and emotional value in relation to the product. Then, in the final process, a proper approach should be taken to reach out to the audience and take an emotional approach towards the audience.Arts DepartmentThe responsibility of the Arts department is to visualize the message, which is decided by the creative heads, in order to attract the public. target audiences in the best possible way. Although the customer service manager is responsible for dividing the work among the graphic designers, the latter could then in turn suggest changes which could in turn be aesthetically better, if necessary. In my experience, the art department staff needs to be experienced because even in an unprecedented situation, work needs to be done as quickly as possible. Overall, communication should be smooth, within all these functional departments, so that the workflow inside an office is also uninterrupted. Personal Review of Skill Development Personal Growth Before starting this internship, I always thought that I would wander around like a headless chicken in an office scenario and I had very little or less idea about the where I was going. my career. Even though I had no doubt about the path I was taking in my life, a thinking man cannot help but wonder, retracing some of his steps. Thanks to this summer training, I have a much better understanding and reflection towardsright direction, because I personally feel more confident in my decision-making, whether for myself or for a group. Wherever life takes me, I am much better prepared. Understanding yourself is what matters and will take you further towards your goal because after realizing this feeling you can see that everyone else has also gone through these same phases of life. If we continue to worry about the little things, we risk losing focus on the big picture, and if we only worry about the bigger picture, we risk losing focus on the little things in life as well. So it is important to keep a balance between the two by working hard. If we continue to work hard, after a while the little pieces will fall into the right places to make the situation clearer. I've always had a gift for writing or just writing in general. I was confident in my own skills in these aspects and felt that this would be my calling later. But as the training period progressed, I came to the conclusion that I need to practice more and change the way I put my thoughts on paper. The “Keep.” He. Simple. Stupid." The formula works. While thinking deeply about your client's product and how to project it to the public is a good thing, if you want to appeal to the masses, you need to keep it simple. I've heard this before phrase, but I never respected its connotation Now I never seem to forget it, because it now seems to be ingrained in my mind. Given the competition, its target audience and the segmented market, the message is. what connects people. Who is our audience? How do we communicate with this audience? What messages should we be asking ourselves to inform not only ourselves but also our team? Not really claiming this was my first ever office job, but I learned a lot about the atmosphere that needs to be consistent across the entire staff. Each staff member had more references than me, but they made sure of that. that I feel relaxed and part of the team. Although the atmosphere was quite relaxed, I am now more aware of how to behave in an office atmosphere. The importance of training cannot be emphasized more because along with our training period, the training period directly helps us shape ourselves for internships. in the future. Just being in that environment and seeing how important it is for a team leader to understand the work. Since he then distributes the work accordingly among the staff. It is important to understand that all work relationships, professional, but making an effort to know the person who works with you more than ten hours a day also helps a lot at work, because you know how this person thinks, what makes them tick and how you can make the most of it for the benefit of the business. Teamwork Teamwork becomes more important than that of a single person because surpassing the work is not an easy task when done alone. One person can't run a successful advertising agency, because it's the team that gets the work done, day in and day out. Going through the different aspects of an advertising agency, one must respect each of its members, as they contribute to the business. One such incident that helped me understand this happened when I was preparing for the market research of Azista Karela Biscuits. When I had to do a taste test that I had planned to do on my own, my boss asked me to delegate the taste testrather than doing the whole process just by myself. At the time, I thought maybe he wouldn't trust me with the whole process and maybe that's why he asked me to delegate. But to my surprise, doing all the work and telling others what to do, rather than doing it myself, was more difficult. Like every person needed to be in sync and it was my job to make sure it stayed that way. With the help of others, I was able to achieve my goal in less time than I had previously been able to achieve. It's funny to think that the first productive thing I did for the company was make a box. Because what the experience pushed me to do was to think outside the box while keeping its existence in mind. The light box I made came from a personal experience at the university. During a class in the photography laboratory, I saw a model of a light box, which was supposed to be used by students majoring in photography. As I was told that the company, which had hired a professional photographer to take the product packaging photos, wanted to take the photos for the customer himself, I suggested the idea of ​​the light box. . After getting the approval, I started working on it and finished making it with the help of my colleague and the internet. I still might not believe it, but I think I've adjusted to office life pretty well. Since this is the time when I start writing my CV, I was able to see that I was able to update it further and find out what would be useful to put on paper for my benefit. Whether during office hours or outside, the learning experience for me was really positive. I would like to show my gratitude to everyone here at Rainforest Communications who helped me during the duration of my internship and for the vital experience I gained through their expertise. . More and more situations presented themselves over time, allowing me to experience real-life scenarios. My learning experience would not have been as memorable without the teamwork and understanding of the entire team. Create a BriefOne of the most important aspects of being part of a customer services team, one must understand how important it is to write a creative brief which should cover all areas and be simple in its format and language at the same time. As a communications expert, a customer service manager must not only understand the message, but also successfully interpret it into words that will help the entire team, including editors and art department members, receive the message. To prepare a good Brief, the executive must understand the 15 parameters involving the product. All these elements mentioned above should be carefully considered by the customer service manager in order to create a good brief, through which the entire team will be able to understand the nature of the work and be able to work on it accordingly.Research ProjectKarela BiscuitsThe project assigned to me during my internship period was a product called Karela Biscuits from the company Azista. Part of its Taste Good segment, Azista wanted a healthier variation of the biscuits found in the market. At the time, the biscuit market in India alone was expected to reach around $7.25 billion by 2022. Azista, an emerging company from Hyderabad, had ventured into essentially healthier segments of the market consumer products. But with Karela Biscuits, which is made from bitter melon/gourd, has been a tough sell despite the uniqueness of the idea in terms of today's market. However, the market forCookies is not devoid of health-related variants, with many major brands already offering a separate segment for health enthusiasts and diabetics, separate from their usual segments. Aside from that, having Karela in your product has its own ups and downs, as I later learned. From Rainforest Communication's point of view, this was an interesting prospect, because without any specific time constraints, we had to develop a marketing plan. plan that would put Azista on the map first of Hyderabad and then later of the country. The direction that Azista gave us was that they wanted to check if they could market the product to the general public, as these cookies were already present in medical stores to be sold as diabetic friendly cookies, no sugar, no cholesterol nor trans fats. From my point of view, it was a great opportunity to work on and with a product that was just beginning its life. In this regard, I could see that it would greatly help me to understand in depth how a marketing campaign is planned from scratch. Although when I arrived I was given a completely different project, but unfortunately after some delays this project was put on hold indefinitely. So after a few weeks of working on this very first project where I was initiated, rather than rushed, I had the confidence to jump straight into another project where I could be of great help. Market Research I was ordered to do market research from the outset to know the current state of the market and the position of our product in these circumstances. Because the situation was more delicate than one can usually pretend, taking into account the Karela factor, known to the general public for its bitter taste. The fact is that Azista, with its Karela Biscuits brand, has not even managed to capture the niche market where people might actually prefer one Karela biscuit over others. With the agreement of the creative leads and the director of Rainforest, we decided to do a blind taste test to determine what the general public thought of the taste and other important aspects of the cookies. I was given the responsibility of orchestrating the entire taste test, based on which I prepared a questionnaire. Through this taste test, we were able to determine the target audience and target segment to which Karela biscuits belonged. When preparing the questionnaire, I had to ensure that not only all aspects regarding taste and first impressions were covered, but also determine the psychograph of potential customers, through which we can develop a relevant plan to counter the competition and thus attract more customers for the product. The questionnaire had “before the revelation” and “after the revelation” sections, through which I wanted to determine what impact the name “Karela” had on the participants specifically. In total, I passed the taste test on 118 different participants. ranging from different age groups, gender, with different classes of society also being kept in mind. One of the most important things I learned from this experience is that no matter how calculated or concrete your plan is, there will always be unforeseen situations that cannot be controlled. The test result took different turns for each participant, but in the end, the overall picture was clear about our product. Being there, I noticed that what most of the participants told me and what they wrote on the paper in response was somewhat different. This was one of the major problems I faced during the investigation; to get the right answers from.