Summer internship report

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DECLARATION
This is to declare that I Sakshi Bansal student of Universal Business School, Mumbai
(Karjat), PGDM batch 2015-2017, has given original data and information to the best of my
knowledge in the project report titled Content Strategies for Different Brands is a record of
independent work carried out by me under the guidance and supervision of the Prof. Mention
faculty guide name towards the partial fulfilment of requirement for the PGDM course.
I also agree in principal not to share the vital information with any other person outside the
organization and that I have not submitted it for any award or any other title, degree or diploma.
Date: 29/08/2016
Place: Mumbai (Karjat) Name: Sakshi Bansal
Roll No: PGDM2/1529
Specialization: Marketing

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CERTIFICATE
This is to certify that the project entitled “__Content Strategies Of Different Brands”, submitted
to Universal Business School, Mumbai (Karjat) in the partial fulfilment of the requirements for
the award of the Post Graduate Diploma in Management (PGDM) embodies the results of bonafide
project work carried out by Sakshi Bansal under my guidance and supervision.
To the best of my knowledge the results embodied in this project have not been submitted to any
other university or institute for the award of Degree or Diploma. The assistance and help received
during the course of this investigation has been duly acknowledged.
Project Guide: Faculty Guide Name Program Director (PGDM): Prof. Vijay Tandon
Date: 00/00/2016
Place: Mumbai (Karjat)

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ACKNOWLEDGEMENT
It gives me immense pleasure to present this Concurrent Project Report. However, it would not
have been possible without help and support of all the team members of Jack In The Box
I would like to thank Mention project guide names for guiding me in my tenure of internship on
Sandip Shetty. Without their support and guidance, I wouldn’t have come so far to prepare this
report.
I would like to express my thankfulness to Universal Business School, who has given me great
opportunity to work on this project.
I am also grateful to my loving parents and my kind friends whose prayers, affection and support
are always a source of encouragement. Their suggestions and supply of information were really
very valuable and helpful to me. Their continuous encouragement and support helped me for
completing this project successfully.
Sakshi Bansal
PGDM2/1529
Specialization: Marketing
Universal Business School, Mumbai (Karjat)

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EVALUATION FORM FROM THE COMPANY

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Table of Contents
EXECUTIVE SUMMARY....................................................................................................................6
INDUSTRY PROFILE..........................................................................................................................8
URBAN & RURAL INTERNET USERS...........................................................................................11
INCREASE OF APP USAGE OVER SITES .....................................................................................12
THE 120 MEDIA COLLECTIVE ......................................................................................................13
JACK IN THE BOX............................................................................................................................14
COMPANY SERVICES......................................................................................................................15
COMPETITORS.................................................................................................................................17
CHALLENGES AND ISSUES BEFORE THE COMPANY............................................................. 18
SWOT OF THE COMPANY..............................................................................................................21
WORK FLOW MODEL.....................................................................................................................24
VISION, MISSION & COMPANY POLICY.....................................................................................26
SERVICES OFFERED BY 120 MEDIA COLLECTIVE..................................................................27
THE DEPARTMENTS WORKING WITHIN THE 120 MEDIA COLLECTIVE ..........................28
CLIENTS OF THE 120 MEDIA COLLECTIVE ..............................................................................30
SEO (SEARCH ENGINE OPTIMIZATION)....................................................................................31
Types of SEO ...................................................................................................................................34
SEM (SEARCH ENGINE MARKETING) ........................................................................................35
ON PAGE OPTIMIZATION..............................................................................................................36
OFF PAGE OPTIMIZATION............................................................................................................37
GOOGLE ANALYTICS.....................................................................................................................38
Google Keyword Planner ....................................................................................................................39
SWOT ANAYSIS ................................................................................................................................ 40
KEY SUCCESS FACTORS................................................................................................................42
LEARNING EXPERIENCE...............................................................................................................44
CONCLUSION....................................................................................................................................45
REFERENCES....................................................................................................................................46

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EXECUTIVE SUMMARY
I am Sakshi Bansal (PGDM@/1529) of UBS Mumbai a PGPM student. I have done my internship
in 120 Media Collective ltd India, one of leading digital agency in world. My internship is in
Digital Media Marketing. Throughout my internship, I had been working in different clients across
India. This report was written after getting the first hand experience from Digital media marketing.
This report explains the importance of digital media marketing in present era and this report will
help the reader to get an idea about the Industry, Indian population and digital media, concepts of
digital marketing, Duties and responsibility of client servicing executives in an agency, Steps
involved in SEO, ORM and Consumer buying behaviour in the digital era. After reading the whole
report the reader can able to understand the reason behind growing digital media marketing.
Title of the Internship Report is “Content Strategies of Different Brands” and Objectives of the
Internship are to understand the requirement of clients, formulating strategies for clients, executing
those strategies to achieve their brand objectives and understand the change in consumer buying
behavior in digital era.
Methodologies used for achieving these objectives are SEO strategies and a research. For
achieving first three objectives, I have done search engine optimization in 120 Media Collective
India. By doing search engine optimization I got chance to work with popular brands like
Bebeautiful, Knorr, The Label, The Gateway, Investonomix, Sooperstage
Main findings of this internship are given here. Indian customers are highly information seekers.
They collect more information about a product before buying it through digital platform now a
day. They highly go for content which we provide on the website because if the content is not
relevant to the website the bounce rate of the website will be high which leds to the audience to
never visit your website so its very important that your content on your website should be relevant
aqnd it should be relate to the customer perceptive because they outside on google many websites
are there who are doing keyword stuffing only but the content on their website is totally irrelevant.
So the bounce rate of the website start increasing as there no relevant content in their website.
Internet penetration in India is key player for this phenomenon. Most of Indians are getting
stimulus through advertisements, but they are not reaching to end phase of customers purchase
journey, mainly in high involvement purchases. But through Digital platform the end product is

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reaching to every customer and we also get to know there reviews about it which help the
organization to perform well and can do changes according to their customer feedback.
Through this internship I got know more about organic search, how the search engine optimization
works and how people search on the internet and even how can we target our audience to get more
and more view and make them land on our website by changing small thing in a website which led
to the higher audience and unique user on the website.
I Also got to know that more of the traffic which come on the website is through social media
platform and that is also mainly from the Facebook then twitter, Instagram, tumblr or any other
social medium platform. We analyses the traffic of the website through google analytic and other
free source of medium. I have done the on page optimization, off page optimization, research
analytic and ORM.
In internship I have learnt different organic ways to do promote the website without spending even
a penny on social media marketing. As we know organic search is more reliable for google. It
depends what people searching on the google. The main importance is given to the keywords.
ORM (Online Reputation Management) is also an another method to promote your website. It is
used to handle the reviews given by the customer of their experience and the company is handling
the gateway of TAJ Hotel. All the branches of the TAJ Hotels in India and the reviews of the
customer is by handled by ORM. More details about findings are given this report.
The successful completion of this internship indicates that the future of marketing is in the hands
of digital. I conclude my research by quoting again that “Brands can’t sustain without good content
and digital presence”

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INDUSTRY PROFILE
GOOGLE GOT SMARTER
Early search engines like Yahoo!, InfoSeek, AltaVista, Lycos and WebCrawler made significant
strides in the digital evolution of search but let’s be honest, the golden years didn’t start until
Google launched in 1998. With the birth of today’s most popular search engine and its
development of tools like AdWords in 2000 and content targeting services in 2003, everything
changed online. In 2004, search engines started using advanced ranking algorithms and browsing
online became more personal. The impact this had on business is immense. Being able to target
browsers and develop strategies based on search patterns led to a whole new way of selling and
communicating. These days a Googlebot crawls and indexes trillions of pages on the web and
makes the most relevant ones instantly accessible via traditional or voice search. A brand can
reach anyone, anywhere at any time, and that’s powerful.
SEO GREW UP
Optimising sites for search engines began to mainstream in the mid-90s and by 2004, SEO had
become an essential marketing tool used on a global scale. In the early days, techniques like
keyword stuffing, article submissions and link spamming were recommended by guys who
mostly just didn’t know better. No one cared about the impact of social media and usability
didn’t even come up in
conversation – SEO was an
island and keywords were
embarrassing. But you
learn. These days SEO is
less of a loner and more of
an essential cog in a greater
machine powered by other
strategies and channels.
The size of E commerce
industry in India is $ 22
billion. It was $ 16.4 billion in 2014. E commerce industry has brought drastic changes in
consumer buying behaviour. The life line of E commerce is internet in home and on smart
phones. As time passed by a promising penetration of internet was seen in India. To support
these statements, penetration of internet in India from year 2013 was 189 million, which
increased to 278 million in 2014. Although these numbers kept on increasing there was a battle
between desktop and smart phone internet users for the upper hand. Surprisingly in India
currently, engagement in mobile apps and internet users on mobile are increasing and it is
estimated to grow to 314 million mobile users till 2017 according to a report by Zenith
Optimedia ROI report.

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E commerce industry in India is dominated by 70% online ticket buying. Every 3 persons in 5
prefer to buy online across categories like FMCG and electronics. This was observed and
capitalized by e tailers and other App based services. This nature of dynamics gave rise to the
platform business model in India. 2014 was said to the year that will set the foundation for E
commerce in India and year 2015 is said to be the year where E tailers and E tailing apps will see
more penetration. According to the marketing white book 2015-2016, it is observed that
engagement on app is seen tier 2 and tier 3 cities. It is also said that these people have greater
aspirations as they have lesser access to shopping opportunities. Therefore the opportunity to
expand in these cities is being explored.
On one hand E commerce is being dominated by ticketing services and on the other hand E retail
is taking over second position in the fray. It is growing at a CAGR of 58% and therefore a lot of
investments are going in that space. Joining hands with E tailers are app based services.
Therefore there is a forward integration expected from the offline retailers soon but they are
stuck in an issue with E retailers no the definition of market place. However offline retailers and
mom and pop stores are being approached by hyperlocal business models for quickening the
process of deliveries.
Prior to this it was estimated that the females will spend more time on app based platforms but it
was not so as the male engagement was 50% and female engagement was 48% on applications
on smart phones. But with FMCG products being available on online platform the housewives
segment might see a considerable amount of engagement on the apps.

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1285
350
159
976
134
590
0
200
400
600
800
1000
1200
1400
Indian
population
Total internet
users
Total mobile
internet users
total mobile
subscription
Total social
media users
Unique mobile
phone users
segregation of internet users
Total
All figures in million
7
9.5
12.6
16.4
21.3
0
5
10
15
20
25
2011 2012 2013 2014 2015
Size of Indian E commerce market
Total Source : Marketing white book 2015-16Figures in $ Bn

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URBAN & RURAL INTERNET USERS
Source: Zenith Optimedia ROI August 2015 report
189.6
278
354
427
503
0
100
200
300
400
500
600
2013 2014 2015 2016 2017
Total mobile and internet users
Total
110
159
213
236
314
0
50
100
150
200
250
300
350
2013 2014 2015 2016 2017
Mobile Internet users
Total
All figures in million

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INCREASE OF APP USAGE OVER SITES
49 %
41%
0.36
0.38
0.4
0.42
0.44
0.46
0.48
0.5
Mar-15
Sum of apps
Sum of sites
source: Marketing white book 2015-16

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THE 120 MEDIA COLLECTIVE
It's been an action-packed journey since we started as Bang Bang Films in 2006. Disrupting the
existing paradigm in India of director-centric production companies, within four years from
inception, Bang Bang evolved into the country's most globally recognized and reputed
production brand. Itching to be more than just a commercials production company, in 2009, we
launched Jack in the Box Worldwide, which has grown to become one of South Asia's most
reputed and heavily awarded digital agencies.
We soon realized that our mastery of the film/video medium coupled with our in-depth
understanding of how to engage with consumers and audiences in the digital space was a very
potent mix, which when clubbed with the fact that we had the confidence and respect of the
largest and the most innovative brands, was a combination that could disrupt the market again.
But something was still missing- the power of the narrative...storytelling. By adding Jack in the
Box to Bang Bang, we had begun our evolution from a doing company to a #thinkinganddoing
company. To further that evolution, all we had to do was add the storytelling chops- people, a
culture, processes, systems, workflow that could take a kernel of an idea on to the end format,
whatever that format might be, whatever platform it might exist on. So we did! And that is how
we became...The 120 Media Collective #thinkinganddoing
2015 saw the addition of two new brands, Sniper and Sooperfly, thereby making us a company
that creates, produces, distributes, monetizes, creates engagement around and promotes the
content that it produces. From a 10,000-foot view, we’re a company that is pushing the
boundaries and blurring the lines between communications, entertainment and technology.

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JACK IN THE BOX
A little over half a decade ago, the consumer engagement model saw a permanent shift and a
new paradigm of communications began to evolve, a breakaway from the traditional model of
broadcast messaging and one-way static campaigns.
Around the same time, the germ of an idea that became Jack in the Box was planted. Today in
2014, Jack in the Box Worldwide has evolved into a diverse group of strategists, designers,
writers, technologists, producers and marketeers from traditional communications, digital media,
broadcast, publishing, music, consulting and even psychology. And being a part of The 120
Media Collective gives us access to some of the most talented filmmakers, content creators and
producers, not just in India but in the world.
Here, we talk to people more than we “connect with consumers”. We deliver experiences and not
just communications. We approach engagement through the lens of content. And everything we
do is deeply rooted in strategy. To find out what that really means, have a look at our work or
talk to us. Better still, do both.

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COMPANY SERVICES
Advertising
Platform
Marketing Services
Consulting Services
Digital
Strategy
Campaign
Design
Customized digital strategy creation for
business covering digital roadmap,
business case and KPIs
Designing and developing appropriate
campaign(s) aligned to the Digital
strategy
Web presence
Management
Social Media
Management
Ad Design
Search Engine
Marketing
Media Buying
Campaign Execution Run single or multiple campaigns
Creative services for display and
text ads
Get noticed by search engines;
optimize your investments in search
Digital media procurement service
Facebook, G+, Twitter presence and
continuous engagement
Eye-catching website design,
building and run service

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Cross Channel
Optimization
SEARCH and DISPLAY
OPTIMIZATION
Continuously track and optimize
your search and display campaigns
Monitor your outcomes across
channels and optimize your
investments through our platform
Ad Tracking & Attribution Appropriately track and attribute
the outcomes (not just For last-
click)

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CHALLENGES AND ISSUES BEFORE THE COMPANY
2015 is the year of video content; it is no more the future, it is here and happening. Yesterday,
Facebook launched Anthology – its branded video ad program, YouTube is already celebrating
the 10th anniversary of its first video upload, Instagram is working on video and Snapchat the
destination for millennials isn’t ignoring this trend either.
Online video consumption is at its peak with the growing mobile penetration in the country. “In
India, the land of Bollywood, it’s easy to see how we are all big fans of engaging content/videos
stories. We lead the rest of the world in online-video consumption by 21%,” informed Partho
Sinha, National Creative Director at DigitasLBi at the beginning of the year.
The first quarter of 2015 itself has seen the proliferation of long ad films by notable brands. With
this growing trend agencies are also enhancing their armory in this space. For others it might be a
maiden venture but for 120 Media Collective, the Mumbai headquartered company which houses
digital agency brand, Jack in the Box and video production companies Bang Bang Films and
Sniper is a second coming. “The production business is ripe for disruption. We’ve done it before
with Bang Bang Films, and, for the second time in five years, we intend to lead that disruption
again,” said Roopak Saluja Founder and CEO at 120 Media Collective.
The company that earlier in the month launched a production model called Sniper has now
announced a joint venture with UK-based Diagonal View. The new entity in the digital video
space Sooperfly will offer video creation, distribution and monetisation.
The business model around Sooperfly is to work with new and existing talent for content, work
with large publishers and finally work with brands to create branded video content. “With an
experience of 9 years in content creation, video distribution, digital marketing, social
amplification and brand credibility we are bringing it all together for Sooperfly with the expertise
of Diagonal View,” informed Roopak while emphasizing that they are not following the Multi
Channel Networks in the country since they are platform agnostic.

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Interestingly UK based Diagonal View is an MCN founded in 2008 with clients like Sony Music,
Comedy Central UK, Channel 4 News and others. For this alliance in Asia, Diagonal View is
going to bring their past success and experience with audience management and IP creation in
the APAC market. “We see huge potential in the Asia Pacific market, and believe this
partnership and its unique skill sets will deliver professional video to substantial audiences”,said
Matt Heiman, Founder, Diagonal View.
Going further Roopak shared that there is a strong model to integrate Sniper with Sooperfly.
Sniper which has been launched to produce TV commercials, as well as long, short and mid-
form content, and also see it through to amplification across social platforms and paid digital
media, will bring business to Sooperfly and vice versa. In the coming weeks the company is
going to sign a one year video content creation deal for a large brand which would involve both
Sniper and Sooperfly.
Along with branded content and working with individual content creators, Sooperfly is in talks to
bring large publishers on board. While Indian publishers may not be that serious like Buzzfeed or
Vice when it comes to video content creation but Roopak is quite upbeat about educating them.
He said that right now they are working with a couple of publishers for whom they are providing
strategic consulting, as later on they might open up to the monetization possibilities and also
manage their video content. For the other set of publishers, 120 Media Collective is going to
create and manage content. Diagonal’s experience and capabilities in managing professional
content of large players from music to the sports industry will be one of the parameters of
Sooperfly’s success.
In 2015, Sooperfly wishes to forge 200 partnerships, across individuals, publishers and content
collectives. Genres of content targeted include lifestyle, beauty, fashion, comedy, sports,
education, technology and performing arts. Among the talents that Sooperfly will work with are
journalist Vir Sanghvi, chat show host Tara Sharma and stand-up comic Radhika Vaz.
Collectives such as Shalom Films and The Rolling Garaari are also on board.

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With this aggressive business strategy, Sooperfly seeks to be a top three player in digital video
across APAC region over the next three years. It isn’t going to be an easy ride with the growing
clout of MCNs in the country who have mastered the skill of content creation, production and
distribution. In fact Sooperfly is in direct competition with #fame – previously known as
Famebox Networks – which has created a plethora of web content around segments like fashion,
music, comedy, food among others.
Nevertheless, the combined expertise of content creation, digital marketing, social amplification
and brand credibility that has come while creating branded content for brands like Unilever has
set 120 Media Collective in a comfortable position to disrupt this space.

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SWOT OF THE COMPANY
STRENGTHS
The agency first understands the requirements of its customer and gets a complete profile about
the product or the service to be advertised from the horse’s mouth. Further, it makes a complete
assessment of such a product or service, based on their presentations and the explanations given
by its client in terms of the life of the product, its marketability and its commercial value.
Continuing on these lines, the agency also makes an assessment of the requirements of the client,
their budget, cost constraints etc. Finally, last but not the least, the agency makes an estimate of
the benefits, both monetary as well as non-monetary which it is subsequently in the long run,
going to derive out of every such assignment. On the basis of such a study made about the
product, its target audience and the psycho-analysis of the creator as well as its creation, the
agency then selects the type of media which is the most appropriate one in terms of the cost
constraints laid down by the client and accordingly intimate the client about the cost-benefit ratio
of the entire exercise. So, it’s a thorough professional approach wherein the client is rest assured
about the benefits he is going to reap from the seeds he is planning to sow in the field of
advertisement. Ultimately, it’s not a no-win no-lose situation for both of them but is entirely a
winners’ outcome.
WEAKNESSES
The 120 Media Collective is facing a major problem of Time Management i.e. it is over-
dependent on its staff. Hence, the quality and the efficiency of its human resources always causes
some sort of a problem in making and implementing fast decisions. Again,
multiplicity of brains, though an asset for any organization is also sometimes a hindrance in its
development when the agency is not able to reach to a definite conclusion about its strategies and
policies in the nick of the time due to conflicting ideas presented by its too many decision-
makers. As it is aptly quoted, “Too many cooks spoil the broth”
Secondly, as far as client servicing is concerned, the 120 Media Collective does not make
adequate attempts to update its services. This is the main reason why this organization though
reputed, is not able to expand its paraphernalia. Lack of creativity is also a major backdrop in its
success story. Next, the 120 Media Collective has also failed to make any renowned celebrity
from the fields of cinema, sports, politics or business as its brand ambassador as other reputed
agencies in this world are in a practice of doing. Hence, the agency fails to create a long-lasting
and huge appeal for the products of its clients amongst the masses. As far as the profiles of the
team members of the 120 Media Collective are concerned, the people in the
topmost levels of organizational hierarchy who are mainly shouldering the responsibility
of devising strategies, policies, media plans, client servicing, account planning, market
recognition and strategic decision-making are not from the fields of management or advertising.
Though, they may be well-groomed for excellence in the environment in which they are
functioning, there is always an undisputed difference between those able-bodied people who are
from the field of management and those who are not. And finally, in this field of cut-throat

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competition where agencies rise and fall like a pack of cards day in and out, you definitely need
professionals and professionalism in your approach at the time of decision-making and
implementation of ideas.
OPPORTUNITIES
There is a tremendous scope for diversifying its paraphernalia as currently the 120 Media
Collective is just specializing in one particular media. Secondly, by recruiting and taking more
benefits from services of professionals in this field, the 120 Media Collective can overcome its
problems of Time Management and slow decision-making. Instead of having too many heads
with different contents in them, it can always go for quality staff.
THREATS
The 120 Media Collective also does not make a SWOT analysis of its clients at the time of
taking an assignment. This also exposes it to a major threat of losing its own ground in its field
as not many of its clients are too reputed, well-organized and aware of their requirements.
Another major threat to the growth and development of The 120 Media Collective is its over -
dependence on Print Media. That is to say, The 120 Media Collective has not taken too many
efforts of diversification and growth into other media. It is quite understandable that in today’s
world to remain sellable in the market you have to keep on diversifying yourself into other fields
which this agency is not very much keen in today, there is a definite threat on its future
existence. Survival is first, growth afterwards and just trying to be a master in one amidst a
crowd of experts who are Jack of all trades is not at all a good sign for any organization.

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CONCEPT OF THE 120 MEDIA COLLECTIVE

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WORK FLOW MODEL
The 120 Media Collective is the private organization. The work flow model of he company is
also differ. It has 2 subsidiaries companies working under one roof. Every head of the company
reports to CTO, CFO’s and then they report to CEO.
In each company there is an other departments and each department have their head. In under
them, interns are also work there. Heads guides the intern to understand their work and to learn
new things about there work.
Allocation of the work
Allocation of work happened in meetings. These meetings use to happen on every Monday basis,
or after a gap of 2-3 days.
Meetings
1. With interns
2. With engineers
3. With UI designer
4. With Account manager
CEO
CTO
SOOPERFLY
JITB
CFO SNIPER

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Meeting with interns: In meeting with interns, discussions on reactions, conversations and
anecdotes for days of task performed were discussed. Also various new things were told to them
about SEO and how we have to implement it in our work. We also got to know more insight of
SEM, ORM. In meeting with Intern, the heads try to give them more information and had
discussion what we can do more with the websites in term for organic search.
Meeting with engineers: If some columns on the websites are not working and anything get
crashed in the website were discovered used to be then reported to the engineers working on the
Websites and used to be rectified on a call with them
Meeting with UI designer: The banners for marketing campaigns and for engagements were all
made by UI designer for the organization, therefore the marketing campaigns used to be discussed
with the UI designer and the banners and engagement content was made accordingly.

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VISION, MISSION & COMPANY POLICY
Vision
To be a world class company that develops and employs the best Social, Mobile & Digital
marketing strategies, services and creative solutions to build valuable brands.
Mission
To build innovative and interactive digital creatives, platforms and products– for clients to engage
with their customers– which results in measurable business impact.
Our Culture
We are a highly creative, agile and youthful team. We constantly challenge status quo and abhor
mediocrity. We passionately own up and integrate with our clients’ brands and believe in building
value each day. We believe business changing creative ideas can come from anyone in the
organization and practice a collaborative approach towards all our work.

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SERVICES OFFERED BY 120 MEDIA COLLECTIVE
Content Management:
We manage contents like image, link, video posts for Facebook, Twitter and Google+. Here it also
includes copy writing for the post and post creative creation.
Development:
The word “Innovation” means a lot in our company. Our pool of developers works fast and deliver
top end solutions. From a simple landing page to an extensive three dimensional browser game,
we are capable of delivering them all.
Online Advertising:
We are always making sure that our contents are good enough to add a value to the timeline of the
people the moment they come across it. In Addition, on the other hand we have the ‘difference
maker’, which we call Media Campaign Management. With this magical power we can
predetermine who do we want to see our contents, when, how many times, in which touch points,
and everything.
Relationship Management:
We like to think of ourselves as the voice of the brands we work for. We ensure that we understand
what our clients are all about, through and through; and do the regular talking with the customers
in a way that would not only earn and maintain goodwill for our clients, but also drive business
conversions from the satisfied customers.
Campaign Management:
We run several types of campaigns in order to get more likes, people talking about this, impression
and reach. We maintain the campaign with our own strategies. These campaigns can be
competitions arranged to engage online customers and give better brand experience.

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THE DEPARTMENTS WORKING WITHIN THE 120 MEDIA
COLLECTIVE
There are basically four departments in the company. The digital client service department is the
one which maintains liaison with the clients, the creative department is the one that fulfills the
requirements of the client's needs and other departments ensure smooth functionality of the
organization. The mission of these departments is to ensure smooth and quality digital social
media communication service to their clients. As a result, the digital social media service should
increase brand awareness, increase brand communication reach, provide quality online consumer
experience and drive them to online and physical stores to generate sales and profit for the firm.
HR Department
This department helps to find out the best people, who can suits with this organization. This
department also motivates the employees in various ways.
a) Recruiting of new employees is their concern.
b) Training and development of the interns are going in a good way is also their concerns.
c) Compensation, employee benefit, leave and service rules program and up gradation
d) Placement and performance appraisal of employees
e) Preparing related reports
f) Reporting to the Executive Committee/ Board on related matters.
Digital Client Service Department
The basic function of the client service department is to maintain relationship with the clients
and prospects. This is the heart of digital agency. They communicate the thought of both the
parties, brands and customers. They are one of the most important parts of AEML as well
because they are the persons who find out the things customer needs and finding the need is one
of the most useful ways to keep the client happy. This department is the heart of the whole
organization and it co-ordinates within the functions of the various department in the agency.
This department of The 120 Media Collective is also important for research purpose. This gives
some important information to the AEML authority, like
a. Effectiveness of the digital communication campaign
b. Customer reaction and feedback about the digital communication campaign
c. Finding out the reasons that makes communication campaign fail to have more reach or
engagement and brand experience. This information helps AEML authority to take decisions like
a. Whether AEML digital plan works for the client or not?

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b. What type of digital communication campaign is needed to help develop more effective
communication campaign?
c. What was the success of the campaign?
d. What change is needed in the campaign? etc.
Creative Department
This is the mind of the organization because it is them whom make The 120 Media Collective
popular and effective to the clients. They perform certain acts. Some of them are given below.
a. Developing copy for communication on social media
b. Developing weekly post calendar for communication for social media
c. Designing the post creative for digital communication
d. Visualizing the idea of campaign and contest
e. Finalizing layout etc.
f. Google advertisement, Facebook advertisement design adoption of foreign ad ideas according
to the prescription by the client in case of multinational advertisement campaign.
Finance Department
The finance department of The 120 Media Collective functions like finance department from any
other business organization. They do budgeting for any digital communication campaign and
contest as well as for online promotion and advertisement campaign.

30
CLIENTS OF THE 120 MEDIA COLLECTIVE

31
SEO (SEARCH ENGINE OPTIMIZATION)
Search Engine Optimization is the process of improving the visibility of a website on organic
("natural" or uSearch Engine Optimization is the process of improving the visibility of a website
on organic ("natural" or un-paid) search engine result pages (SERPs), by incorporating search
engine friendly elements into a website. A successful search engine optimization campaign will
have, as part of the improvements, carefully select, relevant, keywords which the on-page
optimization will be designed to make prominent for search engine algorithms. Search engine
optimization is broken down into two basic areas: on-page, and off-page optimization. On-page
optimization refers to website elements which comprise a web page, such as HTML code, textual
content, and images. Off-page optimization refers, predominantly, to backlinks (links pointing to
the site which is being optimized, from other relevant websites) n-paid search engine result
pages (SERPs), by incorporating search engine friendly elements into a website. A successful
search engine optimization campaign will have, as part of the improvements, carefully select,
relevant, keywords which the on-page optimization will be designed to make prominent for
search engine algorithms. Search engine optimization is broken down into two basic areas: on-
page, and off-page optimization. On-page optimization refers to website elements which
comprise a web page, such as HTML code, textual content, and images. Off-page optimization
refers, predominantly, to backlinks (links pointing to the site which is being optimized, from
other relevant websites).
For organic search engine optimization, we take care of the below
Phase 1:
1. Comprehensive discussion at the start to understand the business, its strengths and
weaknesses. Find out differentiators, understand target audience etc.
2. Set goals for the campaign
3. Analyze the current site for strengths and weaknesses
4. Evaluate competitors
5. Evaluate a keyword strategy (which involves extensive keyword research, selection)
6. Baseline analysis and report to capture the current status of the site
7. Gap analysis to identify opportunity areas
8. Evaluate a good long tail keyword coverage plan
9. Devise a custom Search engine strategy

32
Phase 2:
1. Index Improvement
 Robots.txt
 XML Sitemap
 Dynamic page evaluation
 Site technology and architecture
 Geo-location factors
 Duplicate content resolution
 Site navigation optimization
 Other strategies
2. On-Page Optimization
 Website architecture optimization
 Keyword mapping and optimization
 Anchor text optimization
 Content creation
 Meta tag optimization (titles, descriptions and keywords)
 HTML mark-up optimization
 URL structure optimization
 Image optimization
 Social media optimization
 Long tail optimization
 Other factors
3. Tools setup
 Web analytics setup
 Google, Yahoo, Bing webmaster setup
 Other client specific tools setup
4. Link Building
 Internal links optimization

33
 Article writing and submissions on article sites
 Write, optimize and distribute press releases
 Submission of sites to free directories
 Submission to paid directories (Upon client approval)
 Promotion and link building through blog comments, forum postings, yahoo –
answers etc.
 Social bookmarking
 RSS/Atom feed distribution
 Positioning on blogosphere
 Creating Twitter profile and promoting the site
 Other link building strategies

34
Types of SEO
There are two major types of search engine optimization, white hat search engine optimization
(the 'good' kind), and black hat (the 'not so good' kind). There are of course differing opinions
about the nature of each type of SEO. Get the information you need to be able to tell them apart
and make an informed decision.
SEO Services
There are a number of SEO services which can help contribute to the improvement of the organic
search engine rankings of a website. These services include, but are not limited to, on-page (or
on-site) optimization, link building, search engine friendly website design and development, and
search engine friendly content writing services.
For Whom Is SEO Suitable?
On the surface, search engine optimization is a good way of marketing a website; after all, who
doesn't like free traffic. Unfortunately, that kind of approach to SEO is exactly how many
individuals and companies invest thousands of dollars into SEO campaigns without useful
results.
What Can SEO Accomplish?
There is a lot of misinformation about what an SEO campaign (company) can accomplish when
it comes to organic search engine rankings. Here we try to dispel the myths, and give you
realistic expectations of what a search engine campaign can accomplish in the short, mid and
long term.

35
SEM (SEARCH ENGINE MARKETING)
“Search Engine Marketing” was once was used as an umbrella term to encompass both SEO
(search engine optimization) and paid search activities. Over time, the industry has adopted
the SEM acronym to refer solely to paid search.
At Search Engine Land, we generally use SEM and/or “Paid Search” to refer to paid listings,
with the longer term of search marketing used to encompass both SEO and SEM. Below are
some of the most common terms also used to refer to SEM activities:
 Paid search ads
 Paid search advertising
 PPC (pay-per-click) *
o PPC (pay-per-call) – some ads, particularly those served to mobile search users,
may be charged by the number of clicks that resulted in a direct call from a
smartphone.
 CPC (cost-per-click) *
 CPM (cost-per-thousand impressions) *
o Most search ads are sold on a CPC / PPC basis, but some advertising options may
also be sold on a CPM basis.
SEM For Beginners
Google AdWords is by many measures the most popular paid search platform used by search
marketers, followed by Bing Ads, which also serves a significant portion of ads on Yahoo.
Beyond that, there are a number of “2nd tier PPC platforms” as well as PPC advertising options
on the major social networks.

36
ON PAGE OPTIMIZATION
SEO comes in two different flavors that will affect the ranking of your business' website: off-
page SEO, which mostly boils down to the links coming to your site from other sources, and
what kind of anchor text they use, and on-page SEO, which takes into account the content on
your page, how it relates to content on your website in total, how relevant it is to the theme, what
kind of text is in the links going out of your site and the sites they link to and the density of
keywords on the page.
On-page SEO is important for search engines to determine what to rank your business' website
for. You must have clearly defined header tags, meta keywords, and a website that is easy to
crawl for search engine spiders. Off-page SEO focuses more on the outside sites that are linking
back to yours, and a search engine's algorithm looks more at how related the content on them is
to your website, the position of your link, and the anchor text used in the link to determine how
much the link is worth to them.
On-page factors are sometimes underestimated because of the fact that even a massive amount of
highly unrelated links can make a page rank for a specific term- the infamous Adobe ranks for
the keyword “click here” despite having no header tags targeting the phrase, few instances of the
phrase across the site, and the keyword isn't bolded or emphasized in the content or used as
anchor text for links out etc. Nonetheless, on-page SEO helps to determine the way your website
ranks in search engines, and pages that are highly optimized for content in the way that the
following articles will explain rank far easier for key terms that they are optimized for than other
pages that are not optimized for them, but also targeting them. There are also some off-
page "prohibited" SEO techniques that can be banned or panalized by search engines e.g.
Google.

37
OFF PAGE OPTIMIZATION
In the huge world of SEO, everything that you do is about reaching your goals for page ranking.
You know that the coveted spots within search engine results are on the first page, and usually
the top five. Increasing your page rankings with the major search engines increases your
website's visibility and gets you to that goal. Your website, and your business, relies on SEO and
all that it entails.
The two main categories of SEO are On-page and Off-page. Briefly, the difference between the
two is almost like night and day; on-page SEO deals with the pages of your website, like internal
links, content, and keywords. Off-page SEO deals with everything that is not related to the actual
pages of your website. Both categories affect your page rankings through how your site is
indexed by search engines.
One of the more important sub-categories within Off-page SEO is link building - more
specifically back linking. What many SEO experts focus on with Off-page SEO is the other sites
that link back to your site. The overall idea is to get partners - or other websites - to link back to
you. In addition to partners, you can also take efforts on your own to get links that lead to your
site, like article submissions with your website's URL in the Resource or Signature box. It is a
good idea to choose websites and partners that have high page rankings because this, in turn,
affects your link quality.
SEO, in general, is like a never-ending circle. Everything that you do to has an effect on indexing
and page ranks. With Off-page SEO, you are working on increasing your page ranks from the
outside. It is important to monitor your efforts so that you can make changes if you see that
things are not working or have caused a decline in your current ranking. There are also some off-
page "prohibited" SEO techniques that can be banned or panalized by search engines e.g.
Google.

38
GOOGLE ANALYTICS
Google Analytics is a free Web analytics service that provides statistics and basic analytical tools
for search engine optimization (SEO) and marketing purposes. The service is available to anyone
with a Google account. Google bought Urchin Software Corporation in April 2005 and used that
company’s Urchin on Demand product as the basis for its current service.
Google Analytics features include:
• Data visualization tools including a dashboard, scorecards and motion charts, which display
changes in data over time.
• Segmentation for analysis of subsets, such as conversions.
• Custom reports.
• Email-based sharing and communication.
• Integration with other Google products, such as AdWords, Public Data Explorer and Website
Optimizer.
Google Analytics is geared toward small and medium-
sized retail websites. The service has limitations that
make it less suited to more complex websites and
larger enterprises. For example, the system collects
data through a JavaScript page tag inserted in the code
of pages the user wants to collect data on. The page tag
functions as a Web bug to gather visitor information.
However, because it’s reliant on cookies, the system
can’t collect data for users who have disabled them.
Google also uses sampling in its reports rather than
analyzing all available data.

39
Google Keyword Planner
Keyword Planner is like a workshop for building new Search Network campaigns or expanding
existing ones. Marketer can search for keyword and ad group ideas, see how a list of keywords
might perform, and even create a new keyword list by multiplying several lists of keywords
together. A free AdWords tool, Keyword Planner can also help you choose competitive bids and
budgets to use with your campaigns. Benefits of keyword planner are given below.
Research keywords: You can search for keyword and ad groups ideas based on terms that are
relevant to your product or service, your landing page, or different product categories.
Get historical statistics and traffic estimates: Use statistics like search volume to help you decide
which keywords to use for a new or existing campaign. Get estimates, like estimated clicks, to
get an idea of how a list of keywords might perform for a given bid and budget. These estimates
can also help guide your decision on which bids and budgets to set.
It's important to keep in mind that while Keyword Planner can provide some great keyword ideas
and traffic estimates, campaign performance depends on a variety of factors. For example, bids,
budget, product, and customer behaviour in the industry can all influence the success of your
campaigns.
Alexa.com
Alexa analyzes web usage from traffic data sources including their own Alexa Toolbar users to
eventually create traffic rankings for websites. This essentially determines how popular a website
is. Even though these scores are highly respected in certain circles, the traffic data isn’t a
representative sample of the global internet population, but an extensive variety of statistics
taken from Alexa Toolbar users. [22] Another point to remember is that sites with relative low
traffic will not be accurately ranked by Alexa as it is difficult to ascertain the correct figure from
sites with fewer than 1000 visitors.

40
SWOT ANAYSIS
STRENGTH:
– Easy to target and reach more audience at a cheaper price.
– Campaigns can be easily customized and made more targeted as per our business
requirements.
– As the world is more dependent on the internet, it helps the business to reach out and
connect with the people on a larger scale.
– Saves a lot of money as compared to the traditional way of marketing as it is cheaper and
efficient.
– Being recognized as a brand has become much easier.
– The options are not confined to one or two, there are many options and people can choose
to switch from one to the other if PLAN A doesn’t work and that does not cost a great loss of
money.
– Promotion of small business is easy as it is cost effective.
– Entrepreneurs find it very useful as they do not need a huge budget for this and it gives
them huge platform to make a mark on the digital world.
– You do not require a large team to do digital marketing campaigns unlike the
traditional manner which in turn saves money, time and labor and also increases the ROI.
WEAKNESS:
– A challenge to reach the population which is still not using the internet.
– High chances of failure of digital marketing campaigns because of confusion due to the
availability of many different marketing options.
– Keeping pace with new trends and technology.
– Need of deep understanding of changing human behavior and requirements.
– If your brand or product is not justifying the users need, then the chance of getting bad
reviews in public is very high, which in turn might damage the reputation.
– Damage control of bad reviews or complaints on social media or digital platform is a
huge task and can even lead to the closing of businesses.
– Data Analysis is still a very big concern and very few people are professional in it as not
many are able to understand what data actually says.

41
OPPORTUNITY:
– More and More employment for the youth as this field is just growing and number of
professionals are less.
– Increase the reach of your brand, therefore, leading to direct profit.
– There are lot of ways through which owners earn money apart from their primary
business, eg- giving space for ads on website, affiliate marketing in e commerce etc.
– If the digital marketing comes everywhere in a full-fledged manner it will help the
country itself to become digital that means major chunk of our population will start leading
a life which will be smarter and faster.
– It will help our Indian Government Organizations to become digital.
– All the operation from railways, municipal organization etc. will become faster and
smoother.
– Storing of valuable and confidential data of the government organizations will be easy
and secured.
– The Dream of making “Digital India” can become true.
THREAT:
– If it doesn’t work perfectly then chances of back fire is higher i.e. it might damage the
brand name.
– Due to ever changing trends of different marketing areas and ever changing rules of
search engine for optimizing the content, continuous awareness is required, which is very
difficult.
– Storage of data with full security is still a big question mark.
– Analyzing the data in a wrong way can lead to damaging results which is found in a lot of
companies.
– With the growth of this digital platforms, customers have become more vocal about
their feelings and opinions, and with the availability of this platform they have the power to
damage as well as advocate for any brand, which is a high risk for the marketers.
– Day by day it is engulfing all the traditional ways of marketing, which ultimately might
even lead to Television being left as the only source of traditional marketing

42
KEY SUCCESS FACTORS
The few factors that are imperative to the success of a digital marketing strategy:
Right Content: Customers, today, are more aware than ever before. Online search forms the
zero moment of truth and thus, the very first point of contact of a brand with a potential
customer. It is, therefore, crucial to establish an online presence that creates and communicates
just the right thing at the right time. In this age of information overload, customers shall not be
interested in acknowledging any content that does not deliver value. Therefore, there is no
alternative to publishing high quality content that creates value for the customers.
Right metrics: John Wanamaker, the father of modern advertising, said
“Half of my marketing budget is wasted. The difficult part is I don’t know which half!”
The impact of spending on digital marketing is hard to measure. Advertising, particularly, is a
leap of faith. Despite being an uphill task, it is necessary to chart out the right metrics to
understand which strategy and which channel is working out for the company. Management
teams want to see digital media accountability and the digital strategy needs to have a
measurable impact on the sales volume, ROI, revenue, improvements in customer
satisfaction and repeat business. The different stages of the buying decision making process
shall be impacted by a different aspect of the digital strategy and thus, have various different
metrics. For instance, the reach of communication impacts the exploration phase of the buying
decision-making process and can be measured by the number of fans and followers, visitors and
inbound links. The degree of engagement of content can be measured by the average time spent
on the site, conversion of lead apart from the number of likes, comments and shares and link
clicks. Similarly, customer advocacy can be measured by the number of repeat purchases or the
life-time value of the customer, referrals and the degree of customer satisfaction.
Analytics and Data-based insights: Data needs to be drawn from a much wider range starting
from demographic studies, social media discussions, blogs, online reviews, analysts’ reports etc.
The enormous amount of data generated through social and digital campaigns need to be
converted into useful information in order to efficiently measure and understand the metrics and
also to formulate the right strategy. For example, the timing of a post/e-mail greatly influences
the level of engagement for the same. All the engagement data can be analyzed to form
dashboards for the major digital channels that the company is investing in to monitor outcomes,
identify changes and hence, devise a right content strategy to improve the performance of a
digital marketing campaign, in terms of what market segments to target, what to offer and how
best to serve. Data captured and interpreted precisely can become a source of huge competitive
advantage for the companies. This is of sublime consequence in this day and age when
sophisticated data targeting solutions are available to gain deep, actionable insights into
customers and hence, make smarter marketing decisions.
User-experience on site: Often organizations throw more and more money into their
promotional activity without optimizing their site experience. Digital success is derived from
utilizing a combination of digital marketing strategies and delivering a good user experience.

43
Mobility: The latest data from e-marketer suggest that mobile digital media time in the US has
risen significantly from 11.11% of the total time spent on digital media in 2008 to 51%
compared to desktop (42%) in 2014. 40% of the people now consider their phone to be their
most important information resource, and Google is acknowledging that a vast number of its
users will be coming to websites on their phones. Google’s algorithm update, christened as
“mobilegeddon”, means that mobile-oriented sites are now prioritized in their search results.
Therefore, marketers would compulsorily need to design and execute mobile-optimized
campaigns and strategies. It was also seen that a lot of marketers are missing out on this increase
in growth in mobile media time as print media and mobile media remain way over-indexed and
under-indexed relative to time spent, respectively. The percentage of total media consumption
time for print media remains at 4% while the advertisement spending on the same is 18% in the
USA. The corresponding figures in case of mobile are a whopping 24% of total media
consumption time and a meagre 8% of the total advertisement spending. Therefore, the mobile is
dominating digital marketing and is here to stay. Mobile marketing shall form an important part
of formulation of marketing strategies and budgets in the next few year.

44
LEARNING EXPERIENCE
Whenever I type something into Google, I expect the site to spit out relevant search results in
less than a second. For every search you type in an input and Google gives you an output, but the
entire process in between just seems like magic. And it is to an extent. After months of SEO
experience, it still feels like Google uses Internet magic to filter millions of results at the push of
a button. But at least now I understand that there’s a method to this madness and normal people
can actually figure out how Google works. This is just as much technical as it is an art, and we
call this art search engine optimization.
The most important things I’ve taken away from my first SEO internship?
SEO Matters
Let’s try a quick experiment. Open up a new tab and type in a Google search for the simple
keyword “dentists.” Is your local dentist on the first page? The second? Personally, my dentist
is all the way on the fourth page. She is an absolutely great dentist, but her office has put almost
no work into their site’s SEO – which is going to be detrimental to the future of her business. It
will be incredibly hard to attract new customers if they can’t easily find the site on Google.
Statistics show that almost no one wastes their time looking at results on even the second page.
That is precisely why SEO is so important. Search engines, or specifically Google (which
controls well over a majority of the market), are how people do business in the digital age. This
means that the underlying goal of SEO is to put your business on the exalted first page of results.
Creativity Counts
In a technical field like SEO, you might not imagine that creativity is worth more than you think.
Link building is an important part of any SEO strategy, which entails garnering inbound links
from other websites to your own. This drives traffic to the site, but more importantly, helps
search engines determine how important the site is.
Awesome Search Engine Skills
One of the best parts about working in SEO is understanding how Google works and applying
this knowledge to everyday situations. Because of my SEO experience, I’m able to find
information on the Internet more efficiently than just about anyone I know. I understand the
types of keywords, phrases, and tricks that will query exactly the information I’m looking for.
Tricks like “intitle:___” or “allinurl:___” are Google advanced search operators that will filter
results more specifically than an overloaded searches.
SEO professionals use search engines hours on end every day and this translates into real world
productivity. These types of search tricks are unknown to the average Googler, but for any SEO
professional, these make life immensely easier whenever we turn to the Internet for answers.

45
CONCLUSION
I have learned that SEO is becoming very essential for any organization in today’s digital era.
The organization presence on the digital platform give you the edge to show you’re more
efficient in your work.
The environment of the organization and the people of the company was really cooperative and
they help me a lot to learn new insights of the search engine optimization and how to implement
those new insights in practical.
With the help these new learning now I understand the types of keywords, phrases, and tricks
that will query exactly the information I’m looking for. And what are the use of the google
keyword planner and how it helps us to understand what are customers is searching now a day on
google (as it holds the major part of the search engine) and how we can use those keywords in
our website. The Content Strategy is very important thing because through right content and
information the customer will stay on your website more.
As we know, mainly people will see top 3 articles on the google search, so we have to maintain
that position or to gain that position in google. Atmost people will see all the first page link, they
don’t prefer to go the second page or further, so the organization has to maintain their position on
first page only to get in the eye of their customers.
Last but not the least SEO is becoming most popular day by day because it is the free and
organic method to promote your website through different source of tools and techniques.

46
REFERENCES
There Digital Marketing. (n.d.). In Wikipedia. Retrieved August 22,2015, from
https://en.wikipedia.org/wiki/Digital_marketing
Marketing. (n.d.). In Wikipedia. Retrieved August 22,2015, from
https://en.wikipedia.org/wiki/Marketing are no sources in the current document.
The 120 Media Collective Website
http://www.the120mediacollective.com/about/
MSG,2003. Advertising Agencies Meaning, its Role and Types of Agencies. [online] Available from:
http://managementstudyguide.com/advertising-agencies.htm

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