Internship Report on Mediacom Limited

Reflection

Internship Report on Mediacom Limited

Introduction
While the advertising industry is dominated by the International Agencies and Affiliated Agencies (the agencies who have partnership with International Agencies), Mediacom Limited (MCL) is certainly added a different fresh perspective to it. Mediacom Limited, part of the one of the largest conglomerate of the country Square Group, is the most successful agency which is one hundred percent local. Mediacom Limited (MCL) came into existence in 1997 with a spirit of becoming an insider for the clients. It has started non-Square business in 1998 and widened its horizon steadily in the area of behavior change communication. In addition to in-house business, Mediacom limited is now working for private, public and national and international non-governmental organizations. After working for more than a decade, MCL asserts its vision of becoming an innovative, clientfocused and socially committed service provider. As a private company in public service, its first step into the social development area was a countrywide campaign to increase awareness and knowledge about personal hygiene of adolescents to promote sanitary napkin of Square Group. Today, MCL is one of the leading agencies in Bangladesh and provide communications services to many national and international organizations. Its creative output has been able to break the clutter of advertising world and draw the respect of the industry.

Internship Report on Mediacom Limited

About Mediacom Limited
Mediacom Limited is a privately owned advertising agency capable of providing all communication solution for a brand. Mediacom Limited (MCL), a part of Square Group, started its journey from 1997 with the vision of providing communication solution to its sister concerns. But just after one year, in 1998, it started serving clients outside Square Group. Within this short period of time Mediacom has become one of the giants in the industry. Mediacom is a revelation on the local agency scene and, at present, with a high volume of business in commercial and social markets; it has been shaped itself into a dynamic, emergent and responsive agency in the industry. It has become an agency that has already been reached at the list of top five agencies of Bangladesh in terms of billing. On the competitive side, Mediacom is giving the traditional heavyweights of the industry a run for their money. Mediacom is now being talked about in the industry as the real dark horse after winning a number of fiercely competitive pitches to land some of the most lucrative and prestigious accounts.

Mediacom Rising Mediacom is a revelation on the local agency scene and, at present, with a high volume of business in commercial and social markets; it has been shaped itself into a dynamic, emergent and responsive agency in the industry. It has become an agency that has already been reached at the list of top five agencies of Bangladesh in terms of billing.

On the competitive side, Mediacom is giving the traditional heavyweights of the industry a run for their money. Mediacom is now being talked about in the industry as the real dark horse after winning a number of fiercely competitive pitches to land some of the most lucrative and prestigious accounts. 1

Internship Report on Mediacom Limited

The Legend of the Rise: 1997 Mediacom is born as the in-house agency for one of the countrys largest and most respected company, the Square Group 1998-99 Mediacom shows glimpses of greatness as it matures at a prodigal rate to become a stand-alone agency by mid-1999 2000 Mediacom breaks into the competitive advertising arena as a full functioning agency 2004 Mediacom steps into the arena of social communication through winning the highlycompetitive pitch on HIV/AIDS campaign of Social Marketing Company 2005 Mediacom moves to its own premises and opens up dedicated wings for account planning, research and social communications Currently Mediacom Limited employees just over 50 talented individuals in Client Relation, Creative, Media, Production, Event, and Administration department. The well-equipped office of Mediacom is situated at Rupayan Center in Mohakhali Commercial Area.

The Modus Vivendi

At Mediacom, advertising is a way of life. Through our advertising we tell the stories that set emotions into motion, build relationships, and ultimately humanize the products and peoples behavior to achieve program goals for social causes.

Internship Report on Mediacom Limited

At Mediacom, we create living and breathing brands that grow into the lives of their consumers and become a part of their self-expression. Beyond regular advertising duties, Mediacom strives to become a strategic partner to its clients.

Teaming up with its clients, Mediacom focuses its creative energy, media knowledge, and strategic farsightedness to create unique, all-round brand experiences that make its brands meaningful to the consumers.

The Major Areas of Services The major areas MCL works in are: Social communication Formative research Brand consultancy Marketing communication Media Media planning and execution in electronic, print, outdoor and non-conventional area Media buying in electronic, print, outdoor media Media monitoring both at television and print media Public relation Audiovisual and print production Event management

Vision of Mediacom Limited (MCL): Mediacom aspires in attaining Championship in terms of excellence in quality of service they provide as well as continuous support to their clients. 1

Internship Report on Mediacom Limited

Mission: The mission of Mediacom Ltd. is to fulfill their clients satisfaction to the maximum level and obtain utmost equity for the clients through proficient promotional campaigns thus building a legendary reputation and image of quality service. Mediacom endeavors to build and sustain long term relationships with clients, suppliers and all other useful sources. They also maintain a non-discriminatory, congenial and progressive work environment. Values: Mediacom positions itself as a partner with its clients; a partnership that is build on trust and reliability. Mediacom also likes to entitle itself the persuasion partner for their clients. Experience: It has been nearly 12 years from the organization of Mediacom which simply shows how experienced it is in this area. Mediacom had gained a huge success in Bangladeshi market mostly because of the experienced personnel. The experience of the personnel contributes a lot as they are involved in brand development to the trade marketing of consumer goods. This personnel are always concerned about their clients. Products and Services Over the years Mediacom Limited successfully met all the requirements of its clients both internal and external. MCL is equipped with the most modern facilities and a dedicated team that is committed to fulfill all the needs of an existing or a prospective client. The service provided by MCL includes but not limited to: - Brand Communication - Marketing Communication - Brand Consultancy - Social Communication - Formative Research - Media Planning (Conventional and Non-conventional Media) - Media Buying (Electronic, Print and Outdoor) - Media Monitoring (Electronic and Print) - Public Relation 1

Internship Report on Mediacom Limited

- Audio Visual Production - Print Production - Event Management Brand Positioning: Under this service, we provide strategic services that include consumer study, marketing planning, brand positioning or repositioning, communication planning, and message development Audiovisual & Print Production: In addition to its sister concerns namely Maasranga Productions Limited for audiovisual production and Barnali Printers for prints and packaging, Mediacom maintains close and effective rapport with all the leading audiovisual and print production houses, to ensure timely delivery of quality production. Public Relations: Mediacom takes special pride in its ability to provide extensive coverage of events in the local newspapers and electronic media. Mediacom also handles the responsibility of organizing press meetings, press conferences and releasing press notes for all its clients. Mediacom is one of the stakeholders in the leading private satellite television channel. In addition, Mediacom shares wonderful professional and personal relationship at all levels including the shareholder levels including the shareholder level with all the media houses in the country. Marketing Communication: The strategic planning team do not step do not step into each and every case. Simple and straightforward cases are solved jointly by the client service and creative team. Social Communication: This is the latest wing of Mediacom, aimed at catering to the increasing need of behaviors-changing communication through message marketing. Although Mediacom handled a number of such campaigns as sporadic activities, now it has a dedicated team with comprehensive capabilities The Event Management: From product launching to contract signing ceremonies, to press conferences to plant tours or any type of event or non-traditional promotions, the experienced and dedicated team along with a support team provides complete worry-free event management 1

Internship Report on Mediacom Limited

that meets the clients end promotion objectives. With their never-say-die attitude, the event management team members have moved the standards in the local event management scene a few notches higher.

Organization Structure

Internship Report on Mediacom Limited

Internship Report on Mediacom Limited

Client Relations
Brand Communication Unit: Agencys most-outwardly-visible section is the Client Relations Department which has two wings i.e. Brand Communication Unit and Social Communication Unit. The Brand Communication Unit works as the all-important contact points between commercial clients and the agency. Their crucial insight into each clients advertising and promotional needs and objectives are the indispensable centre-pieces of our brand building strategy.

Social Communication Unit: It has a separate Social Communication Unit which exclusively deals with the assignments relating to social development and behavior change communication issues. The research-based, professionally-designed communication campaign planning and implementation for bringing desired developments in the knowledge, attitude and practice of clientele of social market is the main area of its business. The people working in this unit have come from social development organizations/non-governmental organizations that have thorough knowledge on alternative development paradigms, development communication, behavior change communication as well as social marketing.

Strategic planning and creative departments It has highly skilled members constantly innovate strategy that gains our brands the edge over the competition. Well-acquainted with all the cultural and sub-cultural trends, the team interpret the enigmatic codes of consumer perception.

In the battle for a space in the consumers mind, this department at Mediacom is entrusted with the responsibility to decide on the most advantageous strategic positioning for our brands vis-vis the competition.

Internship Report on Mediacom Limited

The members of this team keep the creative juice flowing through the sinews of the entire agency. At our Creative Department all the creative energy and passion is directed towards the creation of ads that are true to the brands strategic positioning and personality as well as positioning the expected behavior for bringing a positive change in social causes.

Intent observers of the drama of human life and emotion, our creative team members thrive on the challenge of crafting ads that spark off the flames of a passionate brand-consumer love-story in the minds of the consumers.

The Creative Team of this department is very authentic, experienced, innovative and very passionate that loves to think out of the box, understand the issues and peoples behavior very precisely and highly skilled to translate them accurately into messages.

The Creative Team members have thorough knowledge on shifting of development paradigms and alternative development and cognate areas. They are up-to-date about the sea changes of this area over the decades especially the gradual shifting from top-down approach to bottom-up approach of development, the importance of peoples participation in development initiatives and their sustainability.

The team has developed many programmatic, sensible, behavior change communication campaigns for social market.

The Graphic Design and Artwork Team of this department is also highly experienced, skilled and brilliant that has produced many award winning designs and art work. The team members have solid experience of working with various social and alternative development organizations

Internship Report on Mediacom Limited

including corporate houses. It has developed many designs/artworks/images/computer graphics for a number of social communication campaigns.

The media department This is the Agencys hard-dealing, streetwise section. The ever-vigilant members of the Media Department are tuned to the latest updates in the local media industry. And their motto is to get our clients the most effective media deals at the most competitive prices.

The Media Department has excellent media connections. The people work here is highly skilled in media and public relations, as well as very smart to spot new media opportunities and perceive emerging media consumption trends of the country.

The team, as a whole, is highly skilled and experienced in mobilizing print, electronic and outdoor media and can provide extensive media coverage for a nationwide communication campaign. They are the best media negotiator and their negotiation power is coupled with their excellent media planning and execution skills. They are expert of ensuring the best utilization of clients media money. They keep themselves continuously updated on latest media and consumer study reports.

The event management department

Internship Report on Mediacom Limited

From product launching to contract signing ceremonies, to press conferences to plant tours or any type of event or non-traditional promotions, our experienced and dedicated team along with a support team provides complete worry-free event management that meets the clients promotional objectives.

With their typical never-say-die attitude, the event management team members have moved the standards in the local event management scene a few marks higher.

Clients of Mediacom
Mediacom manages all the brands and sub-brands of its sister concerns: Radhuni Kool Square Hospital 1

Internship Report on Mediacom Limited

Ruchi Chashi Meril Square Pharmaceuticals Magic Shakti Senora Maasranga Telivision Jui White Plus Madina

Apart from these brands Mediacom also manages/ managed the following brands: Robi Citycell Dhaka Company Baizid Steel ABC Marks Holdings Pioneer Insurance Cooline Lanka Bangla Social Marketing Company

There are other brands that Mediacom handles but these are some of the mentionable brands.

Prospects of Mediacom
As a full service advertising agency, Mediacom Limited has been regularly designing and implementing promotional campaigns. Since its inception from 1997, it has designed and implemented a number of nation-wide successful campaigns for several brands and social causes as well. The successful campaign in the arena of brand communication is long. Our most recent successful campaigns in commercial communication arena involves reengineering a number of brands of Square Toiletries; engineering the brand Konka to be synonymous to all at an affordable price; rebranding campaign for Robi (from AKTEL to Robi) for Axiata Bangladesh 1

Internship Report on Mediacom Limited

Limited; marketing of live telecasting the ICC World Cup 2011 matches on Bangladesh Television; planning and implementing ICC World Cup 2011 campaign Bangladesh part for ICC through Bangladesh Cricket Board; etc are very effective and successful commercial campaigns which claims a huge space for describing their features.

So we are mentioning here only a few of social communication campaign which are exclusively related with the behavior change. These are furnished below.

HIV/AIDS prevention campaign (secondary and tertiary groups) for social marketing company

Mediacom Limited has also successfully designed and implemented a one year HIV/AIDS Prevention Campaign for the secondary and tertiary group of the HIV/AIDS Prevention Campaign for Social Marketing Company. Under this campaign Mediacom Limited has implemented the communication campaign for Shurokkha component.

It has provided the communication services to the SMC Shurokkha teams to work with the general masses and high-risk groups to achieve the goal of raising awareness and bringing expected behavior changes among target audience. The main concern of the team was to build up rapport and periodically interact with all the retail outlets.

The job included developing and airing of TV Spot, organizing training for the retailers; outlet database development and management; outdoors POP setup and positioning; merchandising and brand positioning; event arrangement and coordination; gift/incentive distribution; counseling/referral to Shurokkha and/or SMC sales force; demand analysis; new outlet/channel development; and awareness/BCC among retailers of new outlets/channels. 1

Internship Report on Mediacom Limited

In addition to develop and airing of TV spots for more than one year for primary target population, Mediacom Limited had also developed 52 Radio programmes which were broadcasted throughout the year targeting the secondary and tertiary groups, but they were designed in a manner to be enjoyable for the mass audience as well. The radio programmes were of hour duration each. There were 3 to 4 songs with 3 breaks between them. These 3 breaks consisted of: firstly, highlighting of the secondary campaign with retailers; secondly, giving firsthand information about STI/HIV/AIDS with a noted/authority figures (DCs, Civil Surgeons, Specialists, Entertainment figures, etc); and thirdly, a question and answer segment where each week questions were asked (directed towards the mass audience) and answers were asked to be sent in, and correct answers were awarded prizes by lottery.

Country wide senora campaign for behavior change to build brand image for square Under the country wide Senora campaign for Square Toiletries Limited, we had successfully designed and implemented a communication campaign for behavioral changes particularly about reproductive health and personal hygiene among the girls and women of the country. The image we built for the brand was loving and caring. We had gathered and trained a group of young volunteers and put a female expert at their head. We entrusted this group attended by our expert to visit target audience every household to make them aware of the risks of using home-substitutes of sanitary napkin through items like posters, leaflets, etc. We also held several promotional events including TVC. Along with so many promotional activities, the TVC emphasizing the safety and hygiene factors was aired on different TV channels throughout the year. As a result, girls, women and families in and around Dhaka became more aware about the health hazards of home substitutes for napkins and showed greater interest in this regard. Consequently the brand has been established on it footing and vastly increase its sale

Internship Report on Mediacom Limited

HIV/AIDS awareness campaign supported by Bangladesh Centre for Communication Programs (BCCP)

Mediacom Limited has also implemented a HIV/AIDS Awareness Campaign supported by Bangladesh Centre for Communications Programs (BCCP) very effectively and successfully. In addition to organize four events at Dhaka, Chittagong, Sylhet and Khulna on launching of a multimedia campaign on raising awareness of HIV/AIDS, it has implemented many other activities to raise awareness among sexually active population i.e. adolescents. At the same time the campaign has also conducted a number of advocacy activities to influence healthcare service providers, community leaders, religious leaders and policymakers in order to create enabling environment about the campaign and the issue itself. Connecting with the archetypal male: new promotional campaign for panther for Social Marketing Company (SMC) This was a nation-wide campaign for sales promotion of the brand Panther Condom. The problem we had identified in our research that the Panther was losing market share since an increase in price. The brand was also facing stiff competition form imported condom brands like: Durex, Carex, Green Love, etc. We had tried to figure out the mental map of Panther among its users. The findings were:

At functional level: Users have heard of or used other brands with better features (dotted,
At emotional level: Users self-image is not augmented by the brand. No particular

ribbed, flavored). emotion is connected to the Brand. Users have difficulty in framing the image of Panther users. The Brand lacks any cohesive and appealing brand image

Internship Report on Mediacom Limited

The consideration was that, a brand to be a cluster of associations with a particular benefit, particular emotion, particular user group, a particular set of imageries, we can straightly see that Panther as a brand had not been able to define itself well. So the dramatic fall in share with increase in price was just a corollary of these weak brand associations. The communication objective of the campaign was to persuade Panthers present users that Panther is the icon of unbridled male power. The communication had concentrated on creating a new set of associations. It was supposed to create an aura of machismo by strengthening the brand loyalty. Considering the demography of target group who were aged between 25-35 years, urban/semiurban dwellers, middle and lower middle class those were mainly students, small businessmen, service holders, etc. we had tried to find out consumer insight. The consumer insight was as follows:

Consumer Insight: The target audience feels the today men are losing their dominance in society. With the subordinated position at office and in most social situations these target audience has developed a feeling of inadequacy. In his involvements with the opposite sex either wife/Girl Friend he feels a lack of authority. But his inner belief in male dominance remains. His belief in the male ego runs very deep as it is related to the archetypal male. He seeks to re-exert his manhood. How to sell: Sex is the ultimate power game. Sexual mastery helps man to dominate. The complete and willing surrender of women to over powering masculinity is the truest expression of this dominance. Our job is to associate Panther with the image of archetypal male, the indomitable male spirit that overwhelms and subjugates. Then we had developed a new slogan for Panther Ashol Paurush and found the reasons to belief and major strategy which had suggested the following intervention through various media channels including print, electronic, and outdoor media: 1

Internship Report on Mediacom Limited

The biggest man hunt in the country. Participants from all over the country. Winners get modeling contract, movie contract, cash prize Followed by new Panther Pack introduction. Pack visual and mnemonic bearing strong machismo imagery. Further campaign building association with Machismo. With Images of woman overwhelmed with physical pleasure

Alive & thrive campaign for Academy for Educational Development (AED) Background Alive & Thrive (A&T), a project of Academy for Educational Development (AED) aiming at reducing under-nutrition and death caused by poor infant and young child feeding (IYCF) practices in Bangladesh. A&T has planned to use multiple platforms of change in the context of high rates of malnutrition to improve IYCF. Following the program strategy, AED, in collaboration with UNICEF and the Institute of Public Health Nutrition, is supporting a national IYCF communications plan using multiple channels of communication, including mass media campaign through developing and airing six TV spots. Mediacom Limited was hired to develop a comprehensive media plan and its execution in the national television namely Bangladesh Television (BTV). Strategy, Vehicle and Program Selection and Placement

Internship Report on Mediacom Limited

The agency, in consultation with the client, has selected three TV spots among six TV Spots developed by AED considering the effectiveness and appropriateness of the messages for target population. The spots are namely Insufficient Milk that focuses on adequate breastfeeding, Fathers Involvement that focuses on fathers support during pregnancy and take care of child, Animal Food that focuses on animal food requirement of child after six months. The Agency then selected the World Cup 2011 Cricket Matches to air these spots as the cricket is a very popular game in this country and particularly more than 80% people watches this World Cup matches as Bangladesh was one of the host countries. On the other hand, the World Cup matches were the perfect place for airing these TV spots as the target populations of the TV spots are chiefly male, young people and the reach was the highest level. Apart from this, as part of the media strategy, the Agency has selected mainly the matches of Bangladesh verses other playing countries as the highest number of people watches these particular matches. The Agency then selected the important matches mainly quarter finals, semifinals and final match to reach the target audiences at maximum level. Performance

Campaign Name

Improve Infant & Young Child Nutrition

Campaign Period Total no of spots on aired TVC duration Total GRP achieved Total reach Reach 1+ Reach 3+ Reach 6+

19th February to 2nd April 2011 318 60, 40 & 20 1313 63% of target audience 63% 47% 36% 1

Internship Report on Mediacom Limited

Tuberculosis control and prevention campaign for Brac Health Program Background The agency has awarded a one year media campaign on tuberculosis for tuberculosis control and prevention program of BRAC through a very competitive bidding process. After the win the Agency has further developed Media Plan in consultation with the client. Strategy, Vehicle and Program Selection and Placement Among the series of TV and Radio spots developed for awareness building on tuberculosis control and prevention, the Agency, in consultation with the client, has selected particular TV and Radio spots which were developed based on enter-educate approach as well as utilize the celebrity image as the target population of the campaign were mainly the poor laborer of both urban and rural area who love fun and have a great influence of celebrity. The TV channel both terrestrial and C&S channels were selected to cover the vast rural area by national terrestrial channel Bangladesh Television (BTV) and some private TV channels namely ATN Bangla, Channel I, NTV, Bangla-vision as these channels were popular at that time. On the other hand, some particular popular program like news, cinema and magazine program and drama serials were selected for all channels as the target population of the campaign watch these programs

Internship Report on Mediacom Limited

On the other hand, as a strategy the budget was distributed among the program following the principle of spending major portion of money in peak-time in terms of TV watching and popularity of the TV program. In case of Radio spots the Agency has followed the same strategy i.e. it has covered the vast rural area through national Government Radio Channel namely Bangladesh Betar and three other popular Private Radio Channels to cover the urban area. This was a one year long campaign which was started on 1 st of April 2010 and completed on 31st of March 2011. Performance

Campaign Name

Tuberculosis control and prevention program

Campaign Period Total No.of Spot TVC Duration Total GRP Total Reach Reach 1+ Reach 3+ Reach 6+

28th April To 3rd of March 20011 2357 60",40",30"& 15" 2537 86% of TG 63% 72% 57%

Internship Report on Mediacom Limited

Malaria control and prevention campaign for Brac Health Program Background Mass media campaign on Malaria Control and Prevention Programme for BRAC was another campaign the agency had to win through a very competitive bidding process. After the win the Agency has further developed its Media Plan in consultation with the client. Strategy, Vehicle and Program Selection and Placement The malaria control and prevention program people of BRAC had developed a number of TV and Radio Spots on different issues. Among these TV and Radio spots developed for awareness building on Malaria control and prevention, the Agency had selected the particular TV and Radio spots which were developed based on local dialects, cultural focuses of malaria-prone area of the country. Some area of Sylhet and Chittagong Hill Tracks are the malaria-prone area in Bangladesh and their dialects are different compare to other area of the country. Here is also the Agency had given priority on enter-educate approach as well as the celebrity image. The TV channel both terrestrial and C&S channels were selected to cover the vast area by national terrestrial channel Bangladesh Television (BTV) and some private TV channels namely ATN Bangla and NTV as these channels were popular at that time. On the other hand, some particular popular program like news, cinema and magazine program and drama serials were selected for all channels. On the other hand, as a strategy the budget was distributed among the program following the principle of spending major portion of money in peak-time in terms of TV watching and popularity of the TV program.

Internship Report on Mediacom Limited

In case of Radio spots the Agency has followed the same strategy i.e. it has covered the vast rural area through national Government Radio Channel namely Bangladesh Betar and two other popular Private Radio Channels to cover the urban area.

This is also one year long campaign which has been started on 1st of July 2010 and will be completed on 30th of June 2011. Performance

Campaign Name Campaign Period Total No. of Spot TVC Duration Total GRP Total Reach Reach 1+ Reach 3+ Reach 6+

Malaria Control and Prevention Program April 2010 To March 20011 723 60" & 40" 1414 77 % of TG 77% 53% 37%

Internship Report on Mediacom Limited

National tobacco control mass media campaign commissioned by World Lung Foundation Background The world Lung Foundation (WLF), a New York based non-profit international NGO, committed to improve the lives of individuals across the world by strengthening community capacity to prevent and manage lung disease, is supporting the National Tobacco Control Cell (NTCC) of Ministry of Health and Family Welfare (MOHFW) of Bangladesh to implement a national tobacco control mass media campaign. The Public Service Announcement (PSA) was pre-tested and finally 30 second TV and Radio spots were adapted for use in the campaign. The title of the PSA was Sponge that focuses on the health risks of smoking bidis and cigarettes. The Foundation had invited the leading Advertising Agencies of Bangladesh to participate in a bidding process to develop a media plan to implement this campaign. Mediacom Limited had submitted the pitching proposal and won through a competitive bidding process. Scope of Work The Scope of work of the campaign commissioned by the Foundation had involved developing the media plan, implementing the plan and monitoring the performance from planning level to execution level to reach the objective. The media plan was supposed to cover national television and radio channels which were envisaged to commence on 31st May 2011 and completed on 1st July 2011. The plan was supposed to be evidence based that would provide 80% reach with frequencies of at least 3-6 exposures of the PSA. It was also expected that the TV Media Plan should deliver at least 120 target audience rating points (TRPs) per week (a minimum of 500-600 TRPs) on key national TV channel for the 4-5 week programming period.

Media Strategy, Vehicle and Program Selection and Placement 1

Internship Report on Mediacom Limited

The strategy was developed upon defining the target audience of the campaign identified through a field study. Based on the findings of the research, the target groups were indentified from all socio-economic demographics categories. The total member of target group was 94.305 Million (age 15+, male51.1% & female- 48.9%) for this campaign. Mediacom Limited then set the objective is to reach 80% of target population with frequency of at least 3-6 exposure of the PSA. The media plan targeted to deliver at least 120 TRPs per week on key National and private television and radio channels for the 4-5 week programming period. Two media vehicles were chosen - TV & Radio to reach the target audience. Mediacom Limited had then go through a research findings of the media research institutes and selected the TV and Radio channels based on channels viewership share. TV and Radio programs were selected according to target groups media habit & their preferences. While selecting a particular program TRP has also been considered. Mostly news, dramas, popular entertaining program & to some extent reality shows are taken into consideration.

Performance

Campaign Name Campaign Period Total No. of Spot TVC Duration Total GRP Total Reach Reach 1+ Reach 3+

Malaria Control and Prevention Program 31st May 2011 To 1st July 20011 1523 30 & 15 684 82 % of TG 82% 50% 1

Internship Report on Mediacom Limited

Reach 6+

37%

Production of video documentary and docu-drama on Brac Health Program The 22 minutes video documentary and a 25 minutes docu-drama were developed on maternal, neonatal and child health issues. BRAC has been implementing a Project namely Improving Maternal, Neonatal and Child Health (IMNCH) project in Nilphamary for years as the area is remote and MNCH services are very poor. As a result the mortality rare of mother child is unacceptably in this area. BRAC has selected Mediacom Limited through a bidding process for making a video documentary and docu-drama depicting the impact of the project. So Mediacom had to go through a study on the project and then develop the scripts. After the appointment as Agency, Mediacom Limited has done a research on the project area through a participatory method, organized several meeting with the target population and health workers and project team at field level, and then developed scripts. The scripts were further discussed at Dhaka Project team and then finalized for shooting arrangement. After the finalization of the scripts, Mediacom Limited has formed a production team, selected artistes, developed a shooting plan and conducted the shooting at Nilphamary. After the shooting, the Agency has edited the documentary and drama and then arranged a meeting for reviewing the rough-cut both at Agency and Client level and then finalized and delivered the products. Mediacom Limited has developed these products through story-telling methodstarted with an image of Bangladesh along with an ambient music and then introduced the program focusing the MNCH conditions in the area. The story has been progressed based on human interest angle and showed the project background, approach, major program components, interventions and its uniqueness in MNCH issue. The services of this assignment involved aarranging an inception meeting with client and receive documents and other materials from client for research; conducting a research including visit to project locations i.e. Nilphamary to collect data/information and prepare a concept/story line on 1

Internship Report on Mediacom Limited

the documentaries in consultation with the client; developing a draft script and submit to the client for feedback; incorporating feedback and preparing the script; finalizing the script in consultation with client; preparing a shooting script/shot division for shooting; selecting shooting locations in consultation with the client; organizing visit to shooting locations for preparing the locations, making contact with interviewees, etc; and preparing a production plan in consultation with the client and finally developing the communication materials.

Production and broadcasting of tv and radio advertisement on anti-violence program of BCCP commissioned by us embassy Mediacom Limited was awarded this assignment through competitive bidding process where the leading national level Advertising Agencies participated. The assignment involved the tasks of developing 60 second television and radio advertisement based on research findings of AntiViolence Program. The program, funded by US Embassy was implemented by Bangladesh Centre for Communication Programs (UNDP). The assignment also involved the tasks of broadcasting the TV spot on BTV and private TV channels as well as Radio spot on Bangladesh Betar and private Radio Channels. The research findings had revealed that a number of radical and fanatic groups based on the religious sentiment are working among the youths to involve them in terrorist activities. The challenge of the TV and Radio spot production was to develop an easily communicable message to influence these youths to look back their heritage, peaceful and harmonious culture. Mediacom Limited has successfully developed an effective story after conducting a dipstick study on target audience and then developed the TV and Radio spot based on its study. After developing the TV and Radio spot, Mediacom Limited has developed a media strategy and plan for spot placement on the TV and Radio channels in consultation with the client and then successfully implemented a 6- month duration media campaign. Agency experiences in graphic design

Internship Report on Mediacom Limited

The agency has a strong design house along with audiovisual material production house. The qualities of its designs have been much praised in the advertising industry and some of the designs have achieved national award. Some of Mediacom Design works have drawn the attention of the advertising industry. Since its inception in 1997, it has developed many graphic designs for various organizations both at brand and social communication arena.

Agency experiences in AUDIOVISUAL PRODUCTIONS

The Agency has produced numerous documentaries, docu-films, drama, drama serials and TV Commercials, TV and Radio spots since its inception. In accomplishment of such work the agency on top of its in-house talents always engages experts in relevant fields, which has always resulted in quality production.

Company Position
Mediacom Limited is a well known advertising and marketing agency or firm of Bangladesh. A survey analysis shows that Mediacom is among the leading advertising agencies of Bangladesh. Among the top 10 Mediacom ranks 2nd in advertising company with the following states the position of Mediacom:

Grey Advertising Agency Bangladesh 1

Internship Report on Mediacom Limited

Mediacom Ltd. Adcom Ltd.

Interface Communications ARDENT Marketing & Communication Ltd. Mattra Asiatic Marketing Communication Ltd. Neptune Advertising Popular Advertising Ltd. Prism

Financial Analysis of Mediacom

Tangible Net Worth Plus Term Liabilities/ Net Fixed Assets
. 2004 Tangible Net Worth Plus Term 41.67 3 2005 51.88 9 2006 76.32 0 2007 70.00 5 2008 42.00 9 2009 46.641

Internship Report on Mediacom Limited

Liabilities/ Net Fixed Assets

This ratio shows the extent to which the net fixed assets are financed by the owned funds and the term liabilities. The trend shows a fluctuating trend, initially going up from 2004 to 2006 and then fall down until 2008. In 2004 MEDIACOMs capacity ratio was 41.67%, which means MEDIACOM financed BDT 41.67 by the each BDT 100 of owned funds and term liabilities. In 2006 the ratio reached top to 76.32%.

Operating Efficiency Ratio

2004 Operating Efficiency Ratio 0.458 2005 0.422 2006 0.442 2007 0.393 2008 0.404 2009 0.398

Internship Report on Mediacom Limited

The trend shows slight fluctuating in the beginning but steady trend in last 3 years. In 2004 the ratio was 45.8% which for each BDT100 the company incur BDT 45.8 as an expense. Moreover in the following years MEDIACOM did slightly strong expanse management, therefore in 2009 it had operating efficiency 39.8%.

Employee Productivity Ratio

2004 Employee Productivi ty Ratio

841558.6 67

2005
1022380.2 35

2006
1167262.3 27

2007
1596769.8 34

2008
1792950.2 79

2009
2070197.2 15

Internship Report on Mediacom Limited

The trend shows an increasing line for employee productivity ratio for MEDIACOM, which is a very good sign for the company. In 2004 each employee generated operating income of TK. 841558.667 on average. The ratio increased because the employee productivity increased during the year operating income almost doubled whereas number of employee didnt increase in such proportion.

Tax management efficiency

2004 Tax management efficiency 0.196 2005 0.362 2006 0.441 2007 0.422 2008 0.312 2009 0.299

Internship Report on Mediacom Limited

The graph shows a gradual increase and decreasing trend. In 2004, MEDIACOM pre tax income is 0.196 times higher than after tax income. Till 2006 the company had good trend and fall gradually in later years.

Expense management efficiency

2004 Expense management efficiency 0.029 2005 0.029 2006 0.027 2007 0.026 2008 0.026 2009 0.023

Internship Report on Mediacom Limited

The trend shows a downward line, which is very good for management showing as managing the expenses smartly. Company has managed its expenses very nicely over times. Initially in 2004 it had 2.9% of operating expenses over total assets. However at the end of 2009 they smartly declined that ratio into 2.3%.

Asset management efficiency

2004 Asset management efficiency 0.063 2005 0.069 2006 0.061 2007 0.066 2008 0.063 2009 0.057

Internship Report on Mediacom Limited

In 2004 company managed 6.3% operating revenue over its total asset. Their performance had been almost stable in following years. There for it had 5.7% asset management ratio in 2009.

Efficiency Ratio
8 Efficiency Ratio 2004 0.450 2005 0.372 2006 0.402 2007 0.358 2008 0.372 2009 0.360

Internship Report on Mediacom Limited

It has been found that this ratio has decreased from 45% in 2004 to 36% in 2009. Thus it can be concluded that when this ratio was lower, change in the total noninterest expense has been proportionately higher when in compared to the net interest and non interest income, thus it can be said that with the passage of time this company became inefficient and thus was able to raise their non interest expense.

Net Profit Margin

2004 Net Profit Margin 0.11 2005 0.21 2006 0.25 2007 0.26 2008 0.19 2009 0.18

Internship Report on Mediacom Limited

MEDIACOM has been able to keep an increasing net-profit margin over the year. The profit margin reached its peak on the year 2007 which is 26%. The lowest profit margin was on the year 2004, which is because of the increase in nonoperating expenses as mentioned earlier. But the companys successfully raised its margin in the following year and reaching as high as 18% on the year 2009. This suggests the company management has been fruitfully controlled the expenses of the company.

Overhead Margin
2004 Overhead Margin 0.03 2005 0.03 2006 0.03 2007 0.03 2008 0.03 2009 0.02

Internship Report on Mediacom Limited

From here it can be said that with the passage of time this ratio has remained almost same for this company, which was 3% in 2004 and it became 2% in 2009. Thus it can be said that total noninterest expense in relation to the total asset has remained almost constant thus it can be presumed that noninterest expense for this company has not changed a lot with the passage of time.

Being one of the leading advertising agency of Bangldesh, it fiancial ratios supports its position and clearly states its reasons of countinuous progress. The ratios shows that Mediacom is financially strong as most of the ratios are in favor of the company. It also indicates that the company has the potentials to remain stong in the long run, it also denotes that it will give a great competition to its competitors. The financial ratios also specify that the company manages its overhead to its limits and has a increasing trend of profit margin.

Why did you select it?

The advertising agency Mediacom ltd. emerged in the year 1997 as an in-house agency for square group, one of the largest and most respected business conglomerates in Bangladesh. Day by day Mediacom grew as a strategy based advertising agency in Bangladesh. Mediacom Limited (MCL) specializes in developing and preparing plans, advertisements and other promotional tools. MCL also arrange or contract for the purchase of advertising space and time 1

Internship Report on Mediacom Limited

in various media. MCL employs specialists in applying the complex art and science of advertising to business problems. They include administrators and other business people, writers, artists, market and media analysts, researchers or other specialists. Mediacoms infrastructure has all the components that a full operating organization should have:

Accounts planning Accounts management Strategic planning Creative media production Administration Finance They have day-to-day contact with outside professional suppliers who illustrate advertisements, take photographs, set type, retouch art, shoot commercials and record sound all these are required to produce quality promotional campaigns. They keep abreast of latest advance technology, the most recent changes in prices and the most current production problems. The agency provides yet another service to the client by arranging a contract for the purchase of broadcast time and magazine or newspaper space. These are the reasons why I selected this company for my internship

Internship Report on Mediacom Limited

SWOT Analysis

Internship Report on Mediacom Limited

Your Value About Organization

Internship Report on Mediacom Limited

What do you do?
As it is mentioned before apart from the administration department there are four functional departments in Mediacom Limited. They are: Client Relations Creative Media Event Finance and Accounting I was placed in finance and accounts department. As it is a reputed and largest group in Bangladesh and this department plays a vital role therefore a lot of activities took place every day and all the work was done with a lot of professionalism. The employee of this department whom I was working with were highly qualifies they have done CA/ICMA courses which indicates that they are very experienced and efficient. Therefore working with them for three months I came across indebt knowledge and various aspects of accounting and finance in an advertising agency. Moreover, this agency deals with some big organization like Robi, BRAC, BCCP SMC and Meghna Group and many others and in the case of media they deal almost all of the Bangla channels and newspapers and this department dealt regularly with them, which again was a fruitful learning experience as I came to know how the finance and accounting department works in those companies. During my internship my main tasks were:
Make different types of bills for the different channels, different print media, different

magazines and different outdoor promotional and also make bills for our important clients like Robi, STL, SCPL, BRAC, BCCP and many others.
Mediacom limited uses two different softwares for their accounting purpose. One is

Accounting software and another is Bill tracking software. Therefore I had to learn both in order to make entries in bill tracking software like bill receivable, bill collection and bill adjustment and TDS chalan entry. The advantage of using this Software was that after the entry is recorded; we can easily identify customers periodical transaction, monthly 1

Internship Report on Mediacom Limited

transaction and bill collection through cheque, account receivable, customer wise outstanding, customer ledger, customers monthly sales value, departments monthly sales value and many others.
I was also asked to cross cheque the bills. Make a record of employee salary. Issue checque for various purposes. I also recorded office expenses by the cash to respective person for incurring expenses like

office maintenance costs, fuel costs, over time bill, TA and DA bill any many other bills and maintaining everyday cash books.
Responsibility of withdrawing money from the bank was given to me as an intern. Prepare bill for different types of event organized by event management in Mediacom

limited.
In the accounting software made entries of the cash collection, cheque collection in order to

identify the total sales ,total revenue, and how much money will the company get from its clients and how much will the creditors get from Mediacom limited .
End of each month we had to make bills worth TK. 10 core of whose I had to make huge

photocopy for different purpose like accounts copy, client copy, channel copy and many others.
Sometimes I even had to talk to different clients for the billing purpose, Vat purpose and tax

purpose.
I also assisted my boss for forecasting budget for the upcoming fiscal year. As in intern I was responsible for checking the TV schedule with our planned schedule to

cross the bills prepared by Electronic media are accurate and logical. During the cross checking of the bills from E-media I came across many errors where they did not telecast the TVC.
Summarization of different types of bills and issue of the checque and payment made to the

clients.
I also prepared VAT chalan for VAT purpose In the last month of my internship I made detailed tax supporting paper for tax purpose.

Because every year the company had to give huge amount of money as tax. 1

Internship Report on Mediacom Limited

Different aspects of Job Performance
To ensure better job performance in Mediacom Limited they provide different motivational tools including performance bonus every year. The performance bonus can be up to 200% of the basic salary additional. Apart from this the promotion and pay raise also depend on the job performance. The job performance of any employee is measured by a review of one years performance (from January to December) by the direct supervisor of that employee. They measure different aspect of the performance. Some of the criteria are listed below: The first factor is task specific behaviors which include those behaviors that an employee undertakes as part of a job. They are the core substantive tasks that delineate one job from another. On the other hand, non-task specific behaviors, the second factor, are those behaviors which an employee is required to undertake which do not affect only to a particular job. In client relations department, an example of a task specific behavior would be achieving the business target from a specific client or bringing new clients. A non-task specific behavior of a client relations executive might be training new staff members. Written and oral communication tasks refer to activities where the incumbent is evaluated, not on the content of a message necessarily, but on the adeptness with which they deliver the communication. Employees need to make formal and informal oral and written presentations to various audiences in many different jobs. An employee's performance will also be assessed in terms of effort, either day to day, or when there are extraordinary circumstances. This factor reflects the degree to which people commit themselves to job tasks.

Internship Report on Mediacom Limited

The performance domain will also include an aspect of personal discipline. Individuals would be expected to be in good standing with the law, not abuse drugs, etc. In jobs performance will include the degree to which a person helps out the groups and his or her colleagues. This might include acting as a good role model, coaching, giving advice or helping maintain group goals. Many jobs also have a supervisory or leadership component. The employee will be relied upon to undertake many of the things delineated under the previous factor and in addition will be responsible for meting out rewards and punishments. These aspects of performance happen in a face to face manner.
Managerial and administrative performance entails those aspects of a job which serve the

group or organization but do not involve direct supervision. A managerial task would be setting an organizational goal or responding to external stimuli to assist a group in achieving its goals. In addition a manager might be responsible for monitoring group and individual progress towards goals and monitoring organizational resources. These are some of the aspects based on which the performance of an employee is judged. During every December the supervisors prepare appraisals for their subordinates, for review of the management. Based on the appraisals the management takes the final decision with the help of Human Resource department to give different performance related rewards. These rewards includes but not limited to salary raise, promotion, performance bonus etc.

Internship Report on Mediacom Limited

Observation and Recommendation
There are two major differences in Mediacom Limited in comparison with the other agencies in the industry. The first one is the office timing. Mediacom start working at 9:00 AM sharp and officially ends at 6:00 PM with one hour lunch break. These practice is absent from any other agencies in the industry. The second deference is the organizational structure of Mediacom Limited. Since it follows the structure of the group there are very few levels in the structure. In any other agencies there are there are at least nine layers in comparison with Mediacoms five. These two differences have both positives and negatives. In terms of the timing clients outside the group are not accustomed to this practice of an agency thus sometime they do not want to understand that it is tough to work late hours in Mediacom Limited. Also due to the type of service Mediacom Limited provides it is very normal that they have to work late hours, but due to the timing rule some of the employees take advantage of the system while some other faces the consequences. To solve this administration can play a vital role to make sure no one exploit anything to create problems for others. An advertising agency is an industry where the employees are the product, and the agency sells the skill and experience of the employees. Sometimes due to the flat organization structure most of the organization cannot judge the experience by their designation (they easiest way to judge/ understand the experience). For example in any other agency it takes a year to be a fresh graduate a Senior Executive from Executive. But it takes at least four years in Mediacom. Those organizations, who does not know about this trait about the organization structure of Mediacom Limited makes this mistake. To overcome this problem, Mediacom Limited can provide two sets of designation to all employees; one according to the group and the other according to the industry standards.

Internship Report on Mediacom Limited

However, every agency has different problems so does Mediacom Limited. Despite any problems or differences, Mediacom Limited is still one of the best places to work for a fresh graduate who wants to build a career in Advertising Agency.

Internship Report on Mediacom Limited

Experience

Internship Report on Mediacom Limited

Positive View
Square group its self a large group in Bangladesh: Square group is one of the largest and most respected business conglomerates in Bangladesh and Mediacom Limited is an in-house agency for Square Group. Which itself acts a motivational factor for an internee because one gets to learn a lot of things and get the flare of how different activities are preceded in one of the leading companies of the country. Well structured: Mediacom is a well structured company that is every department is well organized and the job description is well defined. Thus employees of all level know their duties and responsibilities very well. Power decentralized: Unlike other leading companies of Bangladesh, which maintains centralized power, Mediacom Limited practices power decentralization. Therefore employees are always motivated as the power is distributed as per the position of the employee in the company. Management based decision: To stay on top, a company needs to take the right decision at the right time. Mediacom is able to retain its position one of the leading companies of Bangladesh because of its decision taking ability. In Mediacom the decision by the top level managers, have the rightful experience, expertise and knowledge about the market and its competitors. Job security: Mediacom provides job security, which is one of the most important positive points for an employee especially in the time of recession and economic downfall. This inspires the employee to in a stress free environment and this result in a high productivity. Inter control system is strong: The company has a strong inter control system which ensures the company to maintain its deadline and retain its pace. Strong inter control system reduces dependability on each other and assures equal distribution of duties and responsibility among the employees. Arrange training program: Mediacom Limited arranges training program for its employee, which helps them enhance and upgrade their knowledge. This allows them get a wider picture of the work they are performing in the company. Education facilities (supporting stuff): Education Facilities is given to the supporting staffs. It is a very strong positive point about Mediacom because it prompts the supporting staffs to be more loyal to the company.

Internship Report on Mediacom Limited

Financial Incentives: Apart from the above Mediacom also provides a verity of financial incentives which also acts as a very significant positive for the employees. The financial incentives which Mediacom Limited provides to its employees are: Provident fund 10% of basic Gratuity fund Employee welfare provident fund Bonus Incentives--- Basic Performance---evaluation1-200% 2 Eid Bonuses---equal to basic Leave bonus(LFA)Leave Fair assistance Profit sharing (5% of NP)

Internship Report on Mediacom Limited

Negative View
Personal relation: In Mediacom personal relation plays a vital role that is if one has a very healthy personal relation with the higher authority, s/he gets more preference and benefits in compare to others. Therefore the employees who are not capable get most of the incentives because of personal relation. Promotion system is very slow: The promotion system is very slow in Mediacom which is a

disadvantage for the employee and for the company. Having a slow promotion system restricts the employee to give their 100% because they know that even if they work hard, they will not get the promotion, which is a drawback for the company as it lowers the productivity. Very difficult to enter into the mid level position: In Mediacom Limited it is very difficult to enter into the mid level position because of internal politics present in the company which restricts them to enter into the mid level position. Lower level is gaining promotion very slowly: The promotion system at lower level is very slow in Mediacom which is a disadvantage for the employee and for the company. Having a slow promotion system restricts the employee to give their cent because they know that even if they work hard, they will not get the promotion, which is a drawback for the company as it lowers the efficiency. Pressure of work in finance and accounts department: There is a lot of pressure for the employees working in finance and accounts department because a lot of transactions take place every day, as a result a lot of stress on the employees working for this department.

Internship Report on Mediacom Limited

Future plans

Internship Report on Mediacom Limited

As my internship was for only three months which is too short to become efficient and proficient in the work I was give during this span. Mediacom Limited is a reputed and one of the largest groups in Bangladesh. People recognize this group very easily and one can get some extra value when a person says that s/he has had the experience in working with Square Group. The agency I did my intern is well known to the media and mass communication in Bangladesh. Especially in finance and accounts department where I was placed is very strong and efficient department because maximum executives and upper level management are well educated. Therefore I think if I work here then I can get very good recognition and it can boost my career and I may get a job with a handsome facilities. Even if was given an opportunity to work in this agency I will not stay here. There are many reasons behind taking such a decision. First of all if I start my carrier in finance and accounts department, this agency will offer me as a junior officer, which is I do not prefer being a graduate of North South University. They offer executive position to only those who have professional degrees like CA/ICMA. But if I would have worked in other department like Media or Customer relation then I would have been offered the job as an executive. But I would have still turn down the offer because the employees of this organization are not smart enough and does not have a sound back ground. Most of the employees are graduated from national university and some are only degree pass. They are not efficient enough in their respective fields. Our boss treats all the employees equally irrespective to those who are only degree pass and who are from reputed university like IBA and NSU. As a result employees do not get inspiration sometimes they get demoralized in their career. Moreover during my internship I have seen promotion depends on the personal relation rather than performance. If one has a good relation with upper level management, having a very less degree, will get preference. Thus the employees with high clavier do not stay here for a long time. Most of the employees are very old in respect of staying in the agency and their qualification is not up to mark. For this reason it is really difficult to cope up with old type tradition officer. They do not want to change. They always stick to old type of things. Not only that salary structure is not satisfactory and hardly follows the standard structure set by the government for the advertising agencies. For example the executive 1

Internship Report on Mediacom Limited

position people get only 15000 taka whereas this position is the beginning respectful position and other companies are offering a healthy salary and other benefits for the same position. Very slow progress in terms of increment as well as the promotion. Last of all, I can say that there is big gap between upper level management and the lower level management. For example finance and accounts department where I was placed, there was have no Assistant manager or manager or deputy manager of accounts. We have found that assistant general manager dealt with senior executive or executive, officer or junior officer or even the office assistant. Sometimes it is really difficult to communicate with upper level management as a result of which progress of performance is very low. The employees do not get motivated; rather they get demoralized about their job. Recently I interviewed a person from Mediacom limited who graduated from IBA and is working here from past one year. He told me that he will leave Mediacom very soon this year preferably by February or March. When I asked the grounds for his resignation he gave me the same reasons which have been mentioned before. He is not treated well by his boss as well as the salary structure is not satisfactory and some other internal problem with management. There are conflicts between the management. These are the reasons though it is well known agency I will not start my career here.

Conclusion
1

Internship Report on Mediacom Limited

Integrated marketing communication process have become popular among marketers at recent times as it provides marketers the option of using different promotion tools to attract consumers rather than using only advertising. Therefore in the present world advertising agencies have become an important player of the communication process as they are the one who can provide continuous support to the marketers to showcase their message to the consumers in the most effective and affordable ways As Bangladesh is an emerging market for advertisement industry. Mediacom have to take some step to cope up with the huge competition. Some recommendations are suggested bellow:

Constructing of a comprehensive long-term plan o o Follow the initial planning Track the progress against plan

Proactive plan for competitors move, fighting agencies Need adequate or correct marketing research Need to redefine and understand the client relationship Need to adopt service marketing philosophy Enhance the resource competence o o Staff, equipment, and processes handle the new venture Development of new employee and management skills

Enhance the coordination o Reporting and control relationships

Senior management commitment Obtain employee commitment New strategy should be well-explained to employees

Invest a hefty amount for internal restructuring

Its been just 37 years of liberation and 31 years of advertising. In the last decade we have learned to think differently. Our human resource is developing very fast. They are now more learned and skilled. It is for sure that if these people get some academic lessons on advertising then they will surely perform very well in the near future. This report can be concluded with the following decisions,

Internship Report on Mediacom Limited

A. Bangladesh needs some very creative people and thats why it needs a place to teach advertising. B. Government and some rich organizations should help the agencies to acquire technologies. That will develop the local skills and also save foreign currencies. C. Regular competitions should be held to encourage new comers. D. An honest TRP rating should be arranged.