RESEARCH METHODOLOGY

Topic : STUDY OF ADVERTISING AGENCIES

1. OBJECTIVE :

The project deals with the study of advertising agencies encompassing a multi-dimensional
discussion on the whereabouts of these agencies, their modus operandi, their manner and
coverage of operations, their strengths, weaknesses, opportunities available to them and the
threats posing obstacles in their journey to the max. This study shows the diversity
underlining their operations and at the same time the unity in aims, objectives and target. As
during the preparation of this project, some inevitable obstacles and natural hindrances
restricted the scope of this study just as these agencies are restricted by many environmental
and socio-economic factors, nonetheless, its a sincerest attempt to do the best possible
justice to the said topic.

2. AGENCIES COVERED :
(1) Xebec
(2) Canco
(3) McCann-Erickson
(4) Carat
(5) Percept

(6) Mudra

3. FROM PLACES TO PAPER :

The data required for this study as per my vision was collected from the following two types
of sources :
(1) Primary Sources
(2) Secondary Sources
Primary Source of data collection was tapped in the following manner :

(1) Personal visits :

 This was given the topmost priority. Well, any information from the horse's mouth gives
a touch of reality, practicability and conviction to every study and this aspect made it an
area of key importance. I visited three agencies viz., Xebec, Carat and Canco, though I
approached many others including the topnotch like Ogilvy & Mather, Mudra, Lowe.
However to my utter disappoin”ent and ill-fate, I never succeeded in getting
appoin”ents from the ones. In the agencies I visited, I contacted those taskmasters who
were holding positions of no less importance and who had a thorough knowledge of the
environment of their respective agencies, the operation, the style of working and the
clientele. At the same time, I found these people quite enterprising, professional-to-the-
core in their approaches, knowledgeable, speech-conscious and very co-operative. I
basically got answers to all the questions that were put in the questionnaire in an
unhesitating and amicable way.

(2) Sending questionnaires :

To those organisations that showed their firm unwillingness in attending to me
personally, I sent my questionnaires through internet to the key personnel in an attempt to
convince them into giving some information about the agencies for whom they toil. Some
replied back courteously; either disclosing their helplessness in giving information or
informing me to surf their websites and get all possible information to my u”ost
satisfaction (an advertisement for advertisers).
Secondary sources of data collection :
On account of the cold shoulder given to me by the media-giants and their
contemporaries, I had to resort, as also advised by some of them, to secondary sources of
information like newspapers, websites and books for supplementing the information
obtained from primary sources and sometimes for the main information. Honestly, the
information obtained from the websites was detailed and sufficient to an extent that
would even surpass those of primary sources. In the ocean of the information that the
websites contained for each agency, I had to fathom for the most precious gems which
required crisp editing, preciseness and good scissor-work. Also newspapers like The
Economic Times and its supplementary called Brand Equity did leave their imprints on
the papers of the project to follow and their contribution to this presentation cannot
 undermined and unnoticed. Help was also taken from books based on advertising and
marketing to give a better appeal to this study and enrich it with more detailing and
liveliness.

4. RESULT
The cummulative result of primary sources of data collection and secondary sources is
obvious from the pages that follow. However, I have been able to generate sufficient
information and moreover, in detail from all the sources employed in an endeavour to
leave no stone unturned in justifying the selection of this topic and advertising agencies,
at large. Though marred by some obstacles, I am convinced that my painstaking efforts
and drops of sweat that have made the papers intangibly wet and the ink of the pen go dry
will convince my patrons carrying good doses of expectation from this project.

5. DIFFICULTIES FACED :
1. Stipulations and urge for strict adherence to the length of this project upto a maximum of
80 pages forced me to run the merciless scissor on many points. The pen was on but the
papers were gone.
2. Lack of co-operation from the stalwarts and the internationally acclaimed ad-giants has
been the biggest obstacle in the way. Though, they are very much justified and I give due
consideration to their urge for maintaining confidentiality about their operations and
financials, I still believe that had this information, however explanatory it is, been
obtained from them directly, it would have definitely made neighbours' envy and owner
pride.
3. Unavailability of concrete sources of secondary data was another hindrance. Though
websites form an exception, barring them there was hardly a source that carried some
potential in meeting the requirements. Prestigious publications like A & M have faced
shut doors of printing presses and a replacement is still hiding in some unknown corner of
invisibility.
In a nutshell, all these ingredients which have gone into the making of this recipe wait a
verdict from the readers for their taste.
1. OBJECTIVE :

The project deals with the study of advertising agencies encompassing a multi-dimensional
discussion on the whereabouts of these agencies, their modus operandi, their manner and
coverage of operations, their strengths, weaknesses, opportunities available to them and the
threats posing obstacles in their journey to the max. This study shows the diversity
underlining their operations and at the same time the unity in aims, objectives and target. As
during the preparation of this project, some inevitable obstacles and natural hindrances
restricted the scope of this study just as these agencies are restricted by many environmental
and socio-economic factors, nonetheless, its a sincerest attempt to do the best possible
justice to the said topic.

2. AGENCIES COVERED :
(1) Xebec
(2) Canco
(3) McCann-Erickson
(4) Carat
(5) Percept

(6) Mudra

3. FROM PLACES TO PAPER :

The data required for this study as per my vision was collected from the following two types
of sources :
(1) Primary Sources
(2) Secondary Sources
Primary Source of data collection was tapped in the following manner :

(1) Personal visits :

This was given the topmost priority. Well, any information from the horse's mouth gives
a touch of reality, practicability and conviction to every study and this aspect made it an
area of key importance. I visited three agencies viz., Xebec, Carat and Canco, though I
 approached many others including the topnotch like Ogilvy & Mather, Mudra, Lowe.
However to my utter disappoin”ent and ill-fate, I never succeeded in getting
appoin”ents from the ones. In the agencies I visited, I contacted those taskmasters who
were holding positions of no less importance and who had a thorough knowledge of the
environment of their respective agencies, the operation, the style of working and the
clientele. At the same time, I found these people quite enterprising, professional-to-the-
core in their approaches, knowledgeable, speech-conscious and very co-operative. I
basically got answers to all the questions that were put in the questionnaire in an
unhesitating and amicable way.

(2) Sending questionnaires :

To those organisations that showed their firm unwillingness in attending to me
personally, I sent my questionnaires through internet to the key personnel in an attempt to
convince them into giving some information about the agencies for whom they toil. Some
replied back courteously; either disclosing their helplessness in giving information or
informing me to surf their websites and get all possible information to my u”ost
satisfaction (an advertisement for advertisers).
Secondary sources of data collection :
On account of the cold shoulder given to me by the media-giants and their
contemporaries, I had to resort, as also advised by some of them, to secondary sources of
information like newspapers, websites and books for supplementing the information
obtained from primary sources and sometimes for the main information. Honestly, the
information obtained from the websites was detailed and sufficient to an extent that
would even surpass those of primary sources. In the ocean of the information that the
websites contained for each agency, I had to fathom for the most precious gems which
required crisp editing, preciseness and good scissor-work. Also newspapers like The
Economic Times and its supplementary called Brand Equity did leave their imprints on
the papers of the project to follow and their contribution to this presentation cannot
undermined and unnoticed. Help was also taken from books based on advertising and
marketing to give a better appeal to this study and enrich it with more detailing and
liveliness.
4. RESULT
The cummulative result of primary sources of data collection and secondary sources is
obvious from the pages that follow. However, I have been able to generate sufficient
information and moreover, in detail from all the sources employed in an endeavour to
leave no stone unturned in justifying the selection of this topic and advertising agencies,
at large. Though marred by some obstacles, I am convinced that my painstaking efforts
and drops of sweat that have made the papers intangibly wet and the ink of the pen go dry
will convince my patrons carrying good doses of expectation from this project.

5. DIFFICULTIES FACED :
2. Stipulations and urge for strict adherence to the length of this project upto a maximum of
80 pages forced me to run the merciless scissor on many points. The pen was on but the
papers were gone.
3. Lack of co-operation from the stalwarts and the internationally acclaimed ad-giants has
been the biggest obstacle in the way. Though, they are very much justified and I give due
consideration to their urge for maintaining confidentiality about their operations and
financials, I still believe that had this information, however explanatory it is, been
obtained from them directly, it would have definitely made neighbours' envy and owner
pride.
4. Unavailability of concrete sources of secondary data was another hindrance. Though
websites form an exception, barring them there was hardly a source that carried some
potential in meeting the requirements. Prestigious publications like A & M have faced
shut doors of printing presses and a replacement is still hiding in some unknown corner of
invisibility.
In a nutshell, all these ingredients which have gone into the making of this recipe wait a
verdict from the readers for their taste.