Internship Report

National University of Modern Languages
Department of Management Sciences
Lahore Campus
INTERNSHIP REPORT ON
The Kollaage Concepts
SUBMITTED BY
Muhammad Shahroze Ilyas
LCM-3080
Bachelors of Business Administration
September 2014 to July 2018

THE HOUSE OF KOLLAAGE
National University of Modern Languages, Lahore
Faculty of Management Sciences
It is here by certified that the report has been thoroughly and carefully read and recommend to
the Faculty of Management Sciences for acceptance of Final Internship Report by Muhammad
Shahroze Ilyas Roll No. LCM-3080. Session (September 2014 to July 2018) Morning, in partial
fulfillment of the requirement for the degree of Bachelor in Business Administration of National
University of Modern Languages Lahore.
Date: February,
Supervisor Name ___________________________

Supervisor Signature_________________________
Panel Member Name ________________________
Panel Member Signature______________________
Head of the Department______________________
NATIONAL UNIVERSITY OF MODERN LANGUAGE i

ACKNOWLEDGEMENT
First of all I thanks to Allah Almighty for making it possible for me to complete the internship
program of Seven weeks in The House Of Kollaage. It’s a great honor for me to be the part of
that environment in which my personality is shaped according to professional requirements. I am
also very thankful to my parents who consider me in their prayers and support me emotionally
and financially throughout this internship.
I am also grateful to Dr Kamran Afzal (CEO) for giving me an opportunity and told me each
and everything about how to handle different situations. I especially thanks to Miss Saba
(Manager Client Servicing) to guide me a lot in different perspectives of Client department.
I am also thankful to my friends and teachers and all those who give moral support in completing
this Internship report.
There are four functions of management that span across all industries. They include: planning,
organizing, leading, and controlling. You should think about the four functions as a process,
where each step builds on the others
NATIONAL UNIVERSITY OF MODERN LANGUAGE ii

LETTER OF TRANSMITTAL
Head of Management Sciences Department
National University of Modern Languages
Lahore Campus,
Dear Sir,
It is to present you the internship report which is executed at The House Of Kollaage, Lahore as
required by the University for Degree Requirement of BBA-Hons. Program.
This report has been prepared in accordance with the guidelines issued by the department.
It is the result of my first expert experience. The report is practical application of whatever I have
studied as a business graduate of National University of Modern Languages. In this report, I have
covered the outline of The House Of Kollaage and detail of my working and learning in the
Advertising Agency, impact of internship on job in future. I had also learned many technical
things from my coach in Agency.
I have put all the efforts to summarize my knowledge and experience in this report, to make it
complete and to meet reader's expectations.
Sincerely,
Muhammad Shahroze Ilyas
NATIONAL UNIVERSITY OF MODERN LANGUAGE iii

EXECUTIVE SUMMARY
Now a days Advertising Agency plays an important role in promoting a brands or products. As
the number of Advertising agency in Pakistan has been increasing in the past few years therefore
each Agency is trying to give value added products and services to interest and retain customers.
As I have completed seven weeks internship in The House Of Kollaage, that’s why I have made
this internship report to define about Advertising Agency. I started with the Introduction and then
I write in detail about the services of The House Of Kollaage. This report also contains a Swot
Analysis, I have also mentioned my personal experience in detail. During my stay I have worked
in Operations Department mainly in Clients Servicing Department.
In my report I also gave suggestions at the end, that how The House Of Kollaage can strive to
improve and can move toward better system by determining discrepancies.
NATIONAL UNIVERSITY OF MODERN LANGUAGE iv

Table of Contents
Chapter No.1 ................................................................................................................................................. 1
Introduction ................................................................................................................................................... 1
Introduction of Advertising Agency ............................................................................................................. 2
What is Advertising ................................................................................................................................. 2
Vision ...................................................................................................................................................... 13
Mission.................................................................................................................................................... 13
Chapter No.2 ............................................................................................................................................... 15
Product and services ................................................................................................................................... 15
Services Of Kollaage: ................................................................................................................................. 16
Kollaage Concepts: ..................................................................................................................................... 16
KOLLAAGE 360:....................................................................................................................................... 16
PANASH: ................................................................................................................................................... 17
LOOM CREATIVES: ................................................................................................................................. 17
KOLLAAGE MARKETING: ..................................................................................................................... 17
Chapter No.3 ............................................................................................................................................... 18
Departments ................................................................................................................................................ 18
Departments in which I Work: .................................................................................................................... 19
Chapter No.4 ............................................................................................................................................... 21
PERONAL EXPERIENCE ......................................................................................................................... 21
Personal Experience: ................................................................................................................................... 22
Internship Activities: ................................................................................................................................... 22
Chapter 5 Analysis ...................................................................................................................................... 24
SWOT Analysis: ......................................................................................................................................... 25
Financial Analysis:...................................................................................................................................... 27
Income Statement........................................................................................................................................ 27
Balance Sheet .............................................................................................................................................. 28
Financial Ratios: ......................................................................................................................................... 29
Chapter 6 ..................................................................................................................................................... 32
Suggestions and Recommendation ............................................................................................................. 32
NATIONAL UNIVERSITY OF MODERN LANGUAGE v

NATIONAL UNIVERSITY OF MODERN LANGUAGE vi

Chapter No.1
Introduction
NATIONAL UNIVERSITY OF MODERN LANGUAGE 1

Introduction of Advertising Agency
What is Advertising :
The word advertising is derived from the Latin word viz, "advertero" "ad" meaning towards and
"verto" meeting towards and "verto" meaning. "I turn" literally specific thing".
Simply stated advertising is the art "says green." Advertising is a general term for and all forms of
publicity, from the cry of the street boy selling newspapers to the most celebrate attention attracts
device. The object always is to bring to public notice some articles or service, to create a demand
to stimulate buying and in general to bring logethel the man with something to sell and the man
who has means or desires to buy".
Advertising has been defined by different experts. Some of the quoted definition are :
American marketing association has defined advertising as "any paid form of non personal
presentation and promotion of ideas, goods or services by an identified sponsor. The medium used
are print broad cast and direct.
Stanton deserves that "Advertising consists of all the activities involved in presenting to a group a
non- personal, oral or visual openly, sponsored message regarding a product, service, or idea. This
message called an advertisement is disseminated through one or more media and is paid for by the
identified sponsor.
Advertising is any paid form of non – personal paid of presentation of ideas goods or services by
an identified sponsor.
Advertising is a "non- personal paid message of commercial significance about a product, service
or company made to a market by an identified sponsor.
In developing an advertising program, one must always start by identifying the market needs and
buyer motives and must make five major decisions commonly referred as 5M (mission, money
message, media and measurement) of advertising.

ADVERTISING AGENCY
Getting the best out of advertising is a highly skilled job. It requires the inputs of experts in many
different fields like writers, artists, photographers, designers, television production crews and
many others. Even the biggest advertisers cannot afford to employ all these experts. 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 has not only come
to reflect pop culture but has also become an essential element of economic growth. Today, every
person connected with the Indian economy or public should be fully aware what advertising really
is and why effective advertising campaigns can be performed by full-service advertising agencies.
Advertising agency is one of the most important components of advertising industry. It has played
a significant role in the development of modern advertising. The advertising agency has evolved
to provide the specialized knowledge, skills and experience needed to produce effective
advertising campaigns. It provides a quality range of service greater than any single advertiser
could afford or would need to employ. An advertising 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.
The Association of Advertising Agencies of America (AAAA) defines advertising agency as “An
independent business organization composed of creative and business people who develop,
prepare and place advertising media for sellers seeking to find customers for their goods and
services.”
The glamour, the unlimited expense accounts, and the exhilarating lifestyle - all these popular
portraits of life in the big-time advertising agency are misleading. Advertising is demanding,
challenging, hard work. It is also interesting and fulfilling. Advertising requires a mix of personal
abilities, considerable business skills, and an ability to work under pressure to meet deadlines.
Compared to larger industries, there are never many entry-level positions open in advertising
agencies (dozens rather than hundreds). And competition is stiff. The industry, however, is
constantly on the lookout for skilled, bright, articulate, creative and personable men and women
with a well- rounded education and a good business sense.

An advertising agency or ad agency is a service business dedicated to creating, planning and

handling advertising (and sometimes other forms of promotion) for 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. An agency can also handle overall marketing and branding strategies and
sales promotions for its clients. Typical ad agency clients include businesses and corporations,
non-profit organizations and government agencies. Agencies may be hired to produce single ads
or, more commonly, ongoing series of related ads, called an advertising campaign.
HISTORY OF ADVERTISING AGENCY
1. Period of early growth 1841 - 1865.
The first advertising agency on record in the US was Olney B. Palmer. In 1841, Palmer organized
a newspaper advertising and subscription agency. By 1849 he had established offices in the cities
of New York, Boston, Baltimore and Philadelphia.
At this early fate, there were no directions of newspapers and no published rates for space to be
sold to advertisers. Palmer acted as an informatory agent in these matters to prospective
advertisers. In essence, he served as a salesman of space for publishers and they in turn, gave him
a commission of 25% of such sales. The publishers found these methods of selling more effective
than trying to sell direct and advertisers, wishing to reach more than one territory found value in
such service.
Completion increased, and the usual price cutting occurred. Success seemed to depend upon one’s
ability to bargain with the publisher and advertiser. The natural result of this policy was a general
reduction in profits to the agency; this led to a search for new competitive tools which would return
a profit.

2. Wholesaling Period 1865 – 1880
George P. Rowell, who opened an agency in 1865, supplied the new competitive tool. Rowell
contracted with 100 newspapers to sell him a column of space each week for a year. Throughout
the wholesaling period, the agent continued as a seller of space for publishers.
This took on different forms, one of which was the exclusive right to sell space in certain
publishers. Thus, one agency developed a controlled list of religious papers, another a “List of
Thirsty” household magazines. Any advertiser wishing to buy space in the controlled publications
was forced to buy through the exclusive wholesaler for that paper.
3. Semi Service Period 1880 – 1917
The wholesaling phase of agency work was checked when publishers began to establish their own
sales departments for selling space. Some of these departments sold direct to the advertiser, others
to the general advertising agency. Thus, the agency was forced to turn its attention somewhat away
from the particular function of selling space for publisher and toward the function of buying space
for the advertiser.
Early in the semi service period agencies offered to write the copy for the advertiser, thus giving
added weight to their claim of being servants of the advertiser. This concept of service was slow
to develop; but in the early part of the 20th century, agencies began to emphasize strongly this
“free” service. One agency in 1905 advertised that it paid $28,000 a year for a copywriter. These
methods increased the agency business and forced most space sales to be made through them.
4. Service Period 1917 – Present
By 1917 the idea of service had grown until not only was copywriting done for the advertiser but
many other things as well. During the service period, many agencies have grown to the position of
advertising and marketing counselors for advertiser.
The service elements has modified the position of agencies to such a degree that radio and
television, network and magazine publishers have come to depend upon them as the primary

channel through which time and space are sold. Publishers claim to have had an important part in
encouragements of agencies to provide extra service to the advertiser. By providing advertisers
with the kind of assistance that will improve the effectiveness of advertising, more time and space
naturally will be sold.
Types of advertising agencies
Ad agencies come in all sizes, from small one- or two-person shops to large multi-national, multi-
agency conglomerates such as Omnicom Group, WPP Group, Interpublic Group of Companies
and Havas.
Some agencies specialize in particular types of advertising, such as print ads or television
commercials. Other agencies, especially larger ones, produce work for many types of media.
Lately, Search Engine Marketing (SEM) and Search Engine Optimization (SEO) firms have been
classified by some as 'agencies' due to the fact that they are creating media and implementing
media purchases of text based (or image based in some instances of search marketing) ads. This
relatively young industry has been slow to adopt the term 'agency' however with the creation of
ads (either text or image) and media purchases they do qualify technically as an 'advertising
agency' as well as recent studies suggest that both SEO and SEM are set to outpace magazine
spending in the next 3-5 years.
Not all advertising is created by agencies. Companies that create and plan their own advertising
are said to do their work in house. Today selection of ad-agency is very difficult. The advertiser
should make list of all possible agencies that can serve his purpose and the agency best qualified
to provide required and effective services are selected. Some advertiser may select more than one
advertising agency to handle effectively the various product lines.

Following are major types of advertising agencies that are currently serving
the advertising industry.
Full Service Agencies
A full service ad agency is one that provides a range of marketing services. A full services agency
provides services that are directly related to advertising such as copywriting, artwork, production
of ads, media planning etc. It also provides such services in respect of pricing, distribution,
packaging, product design etc.
Modular agencies
A modular agency is a full service agency that sells its services on a piece meal basis. Thus an
advertiser may commission an agency’s creative department to develop an ad campaign while
obtaining other agency services elsewhere. Or, an advertiser may hire an agencies media
department to plan and execute a program for advertising that another agency has developed. Fees
are charged for actual work undertaken
In House agencies
Those companies, which prefer to have closer control over advertising, have their own in-house
agency. This type is owned completely by the advertiser. It performs almost all functions that an
outside advertising agency would perform and that’s why some people refer to it as full-service
advertising department of the advertiser. However, the difference between an in-house agency and
an advertising department is that the in-house agency can undertake to serve several other clients,
if the owner so desires, but an advertising department solely undertakes that work of its owner and
not of outside clients. Secondly an advertising department may not be equipped the personnel and
facilities, which an in-house agency would posses. In- house agency not only provides control over
advertising schedule and costs, but also offers convenience for its owner, because it is just available
in the same building as that of the head office of advertiser.

Such in-house agency also benefits the owner as it can bring revenue through agency commission
that are offered by the media and by way of fees that are collected from outside parties for
undertaking their advertising work. Such revenue increases the funds and profits of the company.
There is another version of in-house agency whereby advertiser handles the total agency functions
by buying service unit to buy time, space and place the ads. Such an In-house agency is an
administrative center (under the direction of an advertising director) that gathers and directs
varying outside for its operation.
Creative Boutiques
These are shop agencies that provides only creative functions and not full- service. The specialized
creative functions include copy writing, artwork and production of ads, they charge a fee or
percentage of full service agencies, and as such most of them convert into a full service agency or
merge with other agencies to provide a wide range of services.
Mega agencies
A significant of 1980’s is the development of mega agency. Agencies worldwide merge with each
other serve their clients in much better way. It was in 1986, Saachi & Saachi, a London based
agency who started the movement and at present it is the third largest agency network in the world.
The Specialists Agency
There are some agencies who undertake advertising work only in certain areas. there are agencies
that specialize only in financial services or only in publicity or only in point-of-purchase material
etc
Functions of Advertising Agencies
Today advertising agencies are found in virtually every major city on the world and their role in
stimulating economic growth is solidly established. To understand advertising, we need to examine
the functions of an Ad Agency. These are: -

 Talent & Creative productions: The basic function of an Ad Agency is providing talent.
The creative efforts of the art director, the detailed analysis of the research director and the
political understanding of the campaign director, are just a few examples of the many
abilities of Ad Agency personal have to offer. A business organization or person will
contract the services of an ad agency to help market a product. This function involves
processing the information collected from the client and through research and designing
communication material in the form of advertisements and other publicity material. This
also includes planning creative strategies, copy or script writing, visualization, designing,
layout, shooting of films, editing, giving music, etc.
 Research: The second function of an Ad agency is research. In order to distribute the
message to the public successfully, the agency must first know all that it can about the
product. One of the first jobs is to research the product and the company, one must learn,
one possibly can about both. The research must even take one close to the heart of the
firm’s inner operations. Ad agencies use research as a tool to test consumer reactions to
products and services.
 Distribution & Media planning: The third important function of an ad agency is
distribution. Here you decide what type of message you will create for the company and
what media will be most helpful in sending this message to the public. On the basis of the
media habits (access and exposure) of the target audience, agency people prepare a media
plan. This plan includes which media to be used, which part of the media to be used, when
to place the ads and for how long to place the ads, etc. media planners keep track of the
viewer ship, listener ship and readership of all kinds of media.
 Monitoring Feedback: By monitoring consumer feedback, a decision on whether to revise
the message, the medium, the target audience or all of them can be made. Ad agencies are
developing to reach the target audience. As information is the backbone of all advertising,
to prepare ads, one requires information about the product, its competitors, the market
situation and trends, information about the audiences (their likes and dislikes and media
habits) also need to be collected. Some of the most effective advertising includes
advertisement written in their native language. All of these specialized campaigns are
creating new demands on agencies and are requiring new talents for people who work in
advertising.

In addition, many agencies also offer a variety of allied services. These include:
 Merchandising
 Public relations
 Organizing exhibitions and fairs
 Preparing all kinds of publicity material
 Planning and organizing special events (event management)
 Direct marketing
Role of Advertising Agency
The major role as advertising agency is to work alongside the clients to develop and sustain the
brands that they mutually serve, through consumer understanding and insight and through creative
and media delivery skills to provide best advice and the best execution thereof to those clients for
the advertising of those brands.
“Buildings age and become dilapidated. Machines wear out. People die. But what live on are the
brands.”
Brands are much more than mere products and services. Brands, if successful, are clearly
differentiated entities with which consumers can and do form a mutually beneficial relationship
over time, because of the values – rational and emotional, physical and aesthetic – that consumers
derive from them. The importance can be summed up as follows:
” A product is something that is made, in a factory: a brand is something that is bought, by a

customer. A competitor can copy a product; a brand is unique. A product can be quickly out-dated;
a successful brand is timeless.”
The role of advertising and the advertising agency is to help effect this transformation from product
or service to brand by clearly positioning the offering to the consumer – its role and its benefits –
and by communicating the brand’s own personality. In short its role is to provide meaningful
differentiation via the consumer connection.
As one wise head in advertising once said, “nothing kills a bad product faster than good
advertising”. Typically advertising is playing this role, along with other parts of what we call the
marketing mix, in highly competitive market places.
Advertising Process
When preparing your search proposal, you should take into account that the “lead-in” time
needed to place an ad can vary anywhere from days to months depending on the publication.
You should plan to have your ad approved and an estimate of the cost done at least one month
prior to the date when you want the ad to be published. The advertising process for professional
staff and faculty positions involves five basic steps:
1. Writing an Ad
2. Getting Approval for the Text of the Ad
3. Estimating the Cost of the Ad
4. Placing Ads & Posting Announcements
5. Paying for Ads
Typical work flow in agency

STAGE WORK PERFORMED AT STAGE
Briefing Stage • Briefing from the client
• Internal briefing to the creative and media
• Any research briefing if required
Creation Stage • Ad campaign and media plan development

• Internal review and finalization
• Presentation to client and approvals
• Any pre-testing if required
Production Stage • Budget and estimate approvals

• Production of film, press ads, collaterals

• Media Scheduling and media booking

• All release approvals for creative & media
Post Production Stage • Material dispatch to media

• Media release monitoring
• Any post-testing if required
• Billing and collection

The House Of Kollaage:
The House Of Kollaage is the advertising agency which is established by Dr Kamran Afzal(CEO)
in 2011, which in a very short span of time transformed into one of the leading BTL (Below the
Line) Advertizing Agencies in Pakistan which serves its customers through Kollaage 360,
Kollaage Concepts, Loom Creatives & Eventually Panaash. These companies provide services and
expertise to leading organizations and brands in the corporate sector.
Kollaage Concepts Pvt limited is a full-fledge advertising agency having its Head Office in Lahore
and regional offices in Karachi, Islamabad and Faisalabad offering diversified services to clients
ranging from OOH, BTL, Brand Activations, Corporate Events, Media Planning and Buying, PR,
Exhibitions etc.
Kollaage means an artistic composition of material and objects.
We have incorporated this thought into our company philosophy while having the capability of
creating innovative and cost-effective campaigns designed to fulfill advertising objectives through
the development of proven marketing strategies and tactics.
Vision
“Our vision is to become a major, diversified and most referred agency in the Advertising
industry that provides its clients with the optimum services they deserve while playing a critical
role in advancement of advertising field”
Mission
“A mission to provide the best locations that yield maximum mileage and returns for our client’s
investment.”

Management Information
CEO/ Chairman:
Dr. Kamran Fazal
Head Office:
LAHORE
Executive Committee:
Mr. Mohammad Saleem Akhtar
Mr. IkramUl-Majeed Sehgal
Mr. Parvez A. Shahid
Mr. MohammadYousuf
Mr. Sirajuddin Aziz

Chapter No.2
Product and services

Services Of Kollaage:
Every brand has its own personality and looks like a real personality that builds relationship based
on its characteristics, reputation and services, it delivers to the clients. Identifying the elements of
your brand is critical for us as it is the basis of communicating who you are.
At Kollaage, we understand the difference. Being the premier advertising and marketing firm
dealing in branding in PAKISTAN, we understand that a brand is not just a log, a tagline or a
symbol that reflects an idea of the product or the services offered only, it is a living entity – a
collection of insights and beliefs that live in the minds of clients. This understanding separates us
from all the other branding firms operating in PAKISTAN and makes us your best bet for brand
promotion and marketing.
Kollaage Concepts:
Kollaage concepts is a leading Out of Home agency with the mission to provide the most
advantageous locations that provide the greatest value and return for our valued clients advertising
investment.
KOLLAAGE 360:
We are backed by years of experience in managing, developing and executing all your OOH
advertising activities, from shop facias to hoardings to 3D fabrications and all brand activation
activities. Some major ways are:
 Float Activity
 Bike Floating Activity
 Hoardings
 SMDs’
 Advertising Campaign
 Chowk Branding

PANASH:
Panash is an event management company that delivers strategic, innovative and meticulously
planned events that are on budget and on time. We make your events an affair to remember!!
They arrange the different events like,
 Business events
 Marriage or Party events
 Product launching events and etc
LOOM CREATIVES:
A creative agency, designed with the primary objective of providing you with fresh creative
solutions that sell and are centered on sound strategy.
Following are the services:
 Brand Strategy Brand Architecture

 Brand Corporate Identity
 Collateral Design House
 Creative / Promotional Campaigns Film Production
 ATL & BTL Advertising Digital Marketing
 OOH - Strategy & Execution We offer strategic site selection and installation thru our in-
house outdoor media solution company Kollaage Concepts.
 Brand Activation
 Media Planning and buy
KOLLAAGE MARKETING:
Kollaage Marketing is backed by years of experience in managing, marketing, developing and

executing upscale real estate projects in the retail, commercial and residential spaces across
Pakistan.

Chapter No.3
Departments

Departments in which I Work:
List of Departments:
 Client Services
Client servicing department of advertising agency keeps contact with their prospective
clients. They contact the clients and supply the valuable information to the clients about
advertising. They continuously try to increase and retain the number of clients of the
agency. They contact the perspective customers by mean of cold calling. It brings new
customers which is crucial for increasing the revenue, expansion and the growth.
The client servicing department also provide their clients the updates of their product or
brand which they advertise.
 Media Department
Media department of an advertising agency select and use the best media possible on the
behalf of their customer to communicate with the public. It is a crucial function because a
wrong selection will result in the failure of an advertising campaign. They prepare the
media plan for clients. They buy or book an advertising time and space in media for the
clients.
They always try to make sure the media which they choose for advertising may give back
a good response to their clients. So that they can build a strong relation with their clients
and gain a good reputation in the market.
 Designing Department
The designing department of an advertising agency is the heart of agency which design the
advertisement according to the demand of the customer. They design the advertising in
some creative way to make the AD more appealing and agreeable.
 Operations Department
The operation department of an advertising agency perform the operational duty. They
supervise the outdoor advertising and outdoor campaigns. They make sure that the
advertising plan will implement properly.

 Finance Department
The finance department of an advertising agency manage the flow of cash to implement
the advertising campaigns. They receive the cash from their customers and manage the
cash record about the customer.
 Human Resource
The human resource department of an advertising agency perform many tasks like hiring a
fresh staff, firing the person who is not performing their duties well, identifying and
meeting the training needs of existing staff, arrange a training programs for new hired
employees, giving benefits to the employees, giving pay to employees.
The human resource department almost look after all of the departments of an advertising
agency.

Chapter No.4
PERONAL EXPERIENCE

Personal Experience:
This report is a little description of my six weeks internship carried out as a compulsory part of
my course BBA. The internship was carried out in The House of Kollaage from 18th of July to 30th
of August. At the commencement of the internship, I developed several learning goals, which I
desired to achieve similar to understand the functioning and playing conditions of a professional
organization, work in a professional environment, to determine the scene for my future career in
the advertising field, to use my gained skills and knowledge, to realize what skills and knowledge
I still need to work in a professional environment, learn about the organizing of a research project
(planning, preparation etc.) and to enhance my communication skills. This internship report
contains my activities that have contributed to achieve a number of my stated goals.
Internship Activities:
During my internship at Kollaage concepts I worked in the different departments of Kollaage

agency like client services and operations. In client servicing I have to contact the different
companies via cold calling and ask them whether they want to advertise their products or brands
if yes then I have to tell them further about the services and then I contact the media department
and tell them about the prospect. I also have to update the clients about the advertising.
In operations I had been assigned field work like supervise the work of chowk branding which I
did efficiently as the best of my capabilities. I have worked on multiple tasks, projects and
activities. The projects and activities can be divided into daily tasks that involve office work.
Daily tasks and activities (routine)
 Searching and adding contacts of companies to Clients list

 Updating the clients list
 Maintaining the record of company advertising
 Mailing updates of advertising to clients

These are the pictures of Chowk and Gate advertisement campaign activity in which I involve in
supervising the activity.
This advertising campaign was launched in DHA and other neighbor areas of DHA.

Chapter 5
Analysis

SWOT Analysis:
The SWOT analysis is the tool that the company uses to identify the Strength, Weaknesses, in
internal environment and the Opportunities and Threats in the external environment.
The Strength, Weaknesses, Opportunities and Threats which I analyze during my internship are,
Strength:
 Kollaage agency providing a good service as compared to other advertising agency.

 Kollaage has a good image in the mind of their clients.
 Top management of Kollaage is very flexible to its employees.
 Top management of Kollaage and employees work as team members.
 Kollaage agency has a strong customer base with strong customer relation.
 As the Kollaage agency serve their services to many international brands Like Nestle, Total
lubricants, pepsi they have a good reputation in the mind of the customers.
 Team of Kollaage concept is well talented and well experienced.
 Proper training session for development of employees
 Efficient and experienced management
 They show some support towards those employees who is doing their studies with the job
Weaknesses:
 Small quantity of members

 Due to shortage of employees every employee has to perform some extra tasks
 Salary package is not to good
 Did not have their own work shop
 Lack of technology
 Competitors offers their services more quickly then Kollaage

Opportunity:
 As the number of brands are increasing in the market the Kollaage agency has an
opportunity to approach those Brands and provide them their quality services to make them
their loyal customers.
 As the numbers of Brands are increasing the industry of advertising agency are also
growing.
 New advertising concepts
 Sustain the current clients
 They must use some advance technologies in their advertising campaigns
 Kollaage has the good opportunity to expand their current opertaions in other cities.
Threat:
 Competitors with advance technology

 Increase in the tax rate is the biggest threat to an agency
 New entrants
 Lose of key staff members of the agency
 Increasing rates of raw material used for advertising purpose

Financial Analysis:
Income Statement
Statements of Operations Rs.
Net revenues 65,698,650

Operating expenses (income):
Direct advertising expenses (exclusive of depreciation and amortization) 19,055,640
General and administrative expenses (exclusive of depreciation and amortization) 5,654,520
Corporate expenses (exclusive of depreciation and amortization) 1,055,455
Depreciation and amortization 205,400
Gain on disposition of assets 350,490
Total Operating Expenses 26,321,505
Operating income 39,377,145

Other expense (income):
Interest expense 1,058,565
Income before income tax expense 38,318,580
Income tax expense (benefit) (note 6) 3,854,550
Net income 34,464,030

Balance Sheet
ASSETS
RS.
Cash and cash equivalents
2,546,975
Receivables
998,750
Prepaid lease expenses
952,256
Deferred income tax assets
1,056,675
Other current assets
1,569,900
Total current assets
7,124,556
Property, plant and equipment
2,545,675
Less accumulated depreciation and amortization
(1,058,210)
Net property, plant and equipment
1,487,465
Goodwill
1,556,520
Intangible assets, net (note 5)
402,555
Other assets
450,650
Total assets
11,021,746
LIABILITIES AND EQUITY

Current liabilities:
Trade accounts payable
800,755
Current maturities of long-term debt
1,005,855

Accrued expenses
850,950
Deferred income
485,000
Total current liabilities
3,142,560
Long-term debt
2,595,065
Deferred income tax liabilities
950,845
Other liabilities
650,450
Total liabilities
7,338,920
owner's Equity
3,682,826
Total liabilities and Owners' equity
11,021,746
Financial Ratios:
 Current Ratio:
Current ratio = Current Asset / Current liability

= 7,124,556 / 3,142,560
= 2.267119
Explanation:
Current assets were 2.267 times the value of current liabilities. That ratio is suggesting that the
business has enough cash to be able to pay its debts. A current ratio of around 1.7-2.5 is pretty
encouraging for a business.

 Debt Ratio:
Debt ratio = Total Liability / Total Asset

= 7338920 / 11021746
= 0.665858
Explanation:
A high number means the firm is using a larger amount of financial leverage, which increases its
financial risk in the form of fixed interest payments. This ratio shows that total liabilities accounts
for 66.5% of total assets.
 Basic earning power ratio:
Basic earning power ratio = EBIT / Total Asset

= 38318580/11021746
= 3.476634
Explanation:
This ratio is a measure that calculates the earning power of a business before the effect of the
business' income taxes and its financial leverage. This ratio showed that company was earned
3.47 on total asset.
 Return On Asset (ROA):
ROA = Net Income/Total Ave. Asset

= 34464030 / 11021746
= 3.126912
Explanation:
Basic earning power ratio tells that Kollage has a raw earning power of 3.47%. Since its return
on assets is 3.12%, we can conclude that 0.35% of the company's revenue is expensed out as
interest expense and taxes.

 Return On Equity (ROE)
ROE = Net Income/Ave. Shareholder Equity

= 34464030 / 3682826
= 9.358039
Explanation:
The ROE suggests that for every RS1 in shareholder’s equity, the firm is generating RS 9.35 in
net income.

Chapter 6
Suggestions and Recommendation

Suggestion and Recommendations:

These are the few suggestions which I want to recommend,
 Usually some employees are over burden with work. For this work should be divided
equally or it can improve by appointing more employees.
 The technology that is being used is local so that my point of view is to use the latest
equipment and to adopt a new trend.
 They should create some competitive environment.
 Proper formal dressing should be necessary for all staff members.
 They should need to focus on attractive and creative advertisement to attract the new
customers.
 They should need to give stipend to internees to create a good image in market.
 They should need to hire a person who is specialized in Search engine optimization (SEO)
for the social media advertisement.
 They should need to update their website with the passage of time. As they have a website,
but they did not update it properly.
 The company should need to do a strong market research to buy some hoardings and other
assets for advertising purpose.

Conclusion: -
In the internship period at The House Of Kollaage is a wonderful experience. Working in a

advertising agency like The House Of Kollaage was one of my dreams when I was an under-
graduate level student. I am so happy that, I could complete the last phase of my undergraduate
life working in such an advertising agency. For a young blood like me working with the creative
minds and professionals definitely was a great experience for me. The office and people there were
great like home. We used to have fun, work lately with high encouragement because we felt like,
we are working not only for the client but also for learning new ways to advertise the products.
Only seven weeks attachments is not enough for a person to learn all the things, but the
relationships made there are a lifetime asset who are still with me helping learn so many things. It
was a great journey working with so many local and international brands which concludes that, it
has been a great learning opportunity for me. This has been a great learning experience for my
career. In agency I did work on different things like mailing to clients, cold calling, supervising
the outdoor advertisement.
Again, this report is done with a lot of limitations and obstacles. Thanks to so many people who
helped me doing this report.

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National University of Modern Languages

Department of Management Sciences

The Kollaage Concepts

Muhammad Shahroze Ilyas

Bachelors of Business Administration

September 2014 to July 2018

National University of Modern Languages, Lahore

Faculty of Management Sciences

Supervisor Name ___________________________

Head of the Department______________________

NATIONAL UNIVERSITY OF MODERN LANGUAGE i

NATIONAL UNIVERSITY OF MODERN LANGUAGE ii

Head of Management Sciences Department

National University of Modern Languages

Muhammad Shahroze Ilyas

NATIONAL UNIVERSITY OF MODERN LANGUAGE iii

NATIONAL UNIVERSITY OF MODERN LANGUAGE iv

NATIONAL UNIVERSITY OF MODERN LANGUAGE v

NATIONAL UNIVERSITY OF MODERN LANGUAGE vi

NATIONAL UNIVERSITY OF MODERN LANGUAGE 1

Introduction of Advertising Agency

NATIONAL UNIVERSITY OF MODERN LANGUAGE 2

NATIONAL UNIVERSITY OF MODERN LANGUAGE 3

An advertising agency or ad agency is a service business dedicated to creating, planning and

HISTORY OF ADVERTISING AGENCY

1. Period of early growth 1841 - 1865.

NATIONAL UNIVERSITY OF MODERN LANGUAGE 4

2. Wholesaling Period 1865 – 1880

3. Semi Service Period 1880 – 1917

4. Service Period 1917 – Present

NATIONAL UNIVERSITY OF MODERN LANGUAGE 5

Types of advertising agencies

NATIONAL UNIVERSITY OF MODERN LANGUAGE 6

Full Service Agencies

NATIONAL UNIVERSITY OF MODERN LANGUAGE 7

The Specialists Agency

Functions of Advertising Agencies

NATIONAL UNIVERSITY OF MODERN LANGUAGE 8

NATIONAL UNIVERSITY OF MODERN LANGUAGE 9

Role of Advertising Agency

” A product is something that is made, in a factory: a brand is something that is bought, by a

Typical work flow in agency

Creation Stage • Ad campaign and media plan development

Production Stage • Budget and estimate approvals

NATIONAL UNIVERSITY OF MODERN LANGUAGE 11

• Media Scheduling and media booking

Post Production Stage • Material dispatch to media

NATIONAL UNIVERSITY OF MODERN LANGUAGE 12

The House Of Kollaage:

Kollaage means an artistic composition of material and objects.

NATIONAL UNIVERSITY OF MODERN LANGUAGE 13

Dr. Kamran Fazal

Mr. Mohammad Saleem Akhtar

Mr. IkramUl-Majeed Sehgal

Mr. Parvez A. Shahid

Mr. Sirajuddin Aziz

NATIONAL UNIVERSITY OF MODERN LANGUAGE 14

Product and services

NATIONAL UNIVERSITY OF MODERN LANGUAGE 15

NATIONAL UNIVERSITY OF MODERN LANGUAGE 16

They arrange the different events like,

Following are the services:

 Brand Strategy Brand Architecture