Advertising Project

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Advertising Project

  1. 1. “THE STUDY OF ADVERTISING AGENCY BUSINESS IN INDIA” - A STATUS REPORT” ____________________________________________________________ January -2004 CERTIFICATE I hereby certify that this thesis entitled “THE STUDY OF ADVERTISING AGENCY BUSINESS IN INDIA: - A STATUS REPORT” submitted by Shri M.A.Burghate to Amravati University, Amravati for the award of Doctor of Philosophy in the Faculty of Commerce, is a bonafide and original research work carried out under my guidance and supervision. It is piece of research of a sufficiently high standard to warrant its submission to the University for the Award of the said degree. No part of the thesis has been submitted for any Degree or Diploma, or published in any other form. The assistance and the help rendered to the researchers during the course of his investigation in the form of basic source material and information have been duly acknowledged.
  2. 2. Amravati Date: - (Dr. S.S. Kaptan) DECLARATION I hereby declare that the thesis entitled “THE STUDY OF ADVERTISING AGENCY BUSINESS IN INDIA: - A STATUS REPORT” is the outcome of my research work. No part of this research has been submitted earlier to any Institution or University for the award of any other Diploma or any other Degree, nor the data has been derived from any thesis of any University. The sources of material, data used in this study have been duly acknowledged.
  3. 3. Amaravti Date: - M.A.Burghate ACKNOWLEDGEMENT I am extremely grateful to Dr. S.S.Kaptan, without whose able guidance this thesis would never have materialised .It was his erudite talks, keen interest, knowledgeable and practical suggestions that inspired me to bring out the best. I am thankful to Dr.V.M.Maindarkar for his constant persuasion, personal attention and ever-extended helping hand without which this would have taken much more time. My thanks are also due to Dr. B. B. Taywade, Director of Dr. Panjabrao Deshmukh Institute of Management Technology and Research for the support provided in terms of Library Facility and computerisation at the Institute.
  4. 4. Amaravti Date M.A.Burghate TABLE OF CONTENTS PAGE NO: - CHAPTER NO: I ADVERTISING: 1-22 CONCEPTS AND APPLICATIONS CHAPTER NO: II ROLE OF ADVERTISING IN 23-87 BUSINESS CHAPTER NO: III ADVERTISING BUSINESS: 88-113 GROWTH IN INDIA CHAPTER NO: IV ADVERTISING AGENCY: 114-161 STRUCTURE, NATURE AND TYPE OF BUSINESS CHAPTER NO: V RATIONALE OF THE STUDY 162-171 CHAPTER NO: VI A STATUS REPORT OF ADVERTISING 172-213 AGENCIES CHAPTER NO: VII ADVERTISING AGENCY AND 214-224 CUSTOMER SERVICE RELATIONSHIP CHAPTER NO: VIII ADVERTISING AGENCY: 225-244 PROBLEM ISSUES IN CLIENT’S – RELATIONSHIP CHAPTER NO: IX FINDINGS, CONCLUSIONS AND 245-298 RECOMMENDATIONS OF THE STUDY CHAPTER NO: X FUTURE: - 299-323 EMERGING TRENDS IN ADVERTISING BUSINESS IN INDIA
  5. 5. ANNEXURES BIBLIOGRAPHY LIST OF TABLES TABLE Particulars Page no. NO. Table 2.1 Evolution of worldwide advertising expenditures 47 from 1990 to 1999 Table 2.2 Distribution of total world advertising 48 expenditure by medium Table 2.3 World Top 20 50-51 Table 2.4 Summary by continents 52 Table 2.5 Ad spend Totals in 1995/1996 /1997(in US$ 53 millions) in Asia Table 2.6 Latin America (USD million) 54 Table 2.7 People On-Line worldwide 55 Table 2.8 Online advertising revenue (in USD): 57 Table 2.9 The spread of advertising in the developed and 59 developing world Table 2.10 Advertising as a percentage of GDP 62 Table 3.1 Vital Statistics: India 105 Table 3.2 India in Class Terms 106 Table 3.3 Indian Ad Scene 106 Table 3.4 Top ten advertiser during 2001-2002 109
  6. 6. LIST OF GRAPHS AND CHARTS FIG., CHART, Particulars Page GRAPH no no. Fig. -I Schematic diagram of a general 09 communications system. Bar Chart :-2.1 Evolution of worldwide advertising 48 expenditures from 1990 to 1999 Pie Chart No:-2.1 Distribution of total world advertising 49 expenditure by medium in the year 1990 Pie Chart No:-2.2 Distribution of total world advertising 49 expenditure by medium in the year 1999 Bar chart no:-2.2 People On-Line worldwide 2001 56 Bar Chart No:-2.3 Advertising on the Internet for year 2001 58 Bar Chart No-3.1 Top ten advertiser during 2001-2002 110 Flow Chart no:-4.1 Typical Structure of an Advertising Agency 116 Bar Chart No:- 6.1 Top Ten Advertising agencies in India 206 ABBREVIATIONS USED ABBREVIATIONS FULL FORM AAAA American Association of Advertising Agencies
  7. 7. AAAI Association of Advertising Agencies of India ABCI Audit Bureau of Circulations of India Ad Advertisement ANA Association of National Advertisers AOL America Online ATM Automated teller Machine BOB Bank of Baroda CRM Consumer/Customer relationship Management CRT Cathode ray tube CSR Corporate social responsibility CUTS Consumer Unity & Trust Society Dpi Dots per inch DVD Digital Video Disc EASA European Advertising Standards Alliance FMCG Fast moving consumer goods GB Gega Bites GDP Gross Domestic Product IAA International Advertising Association ICC International Chamber of Commerce INS Indian Newspaper Society ISO International Organisation for Standardisation IT Information Technology M&A’s Mergers and Acquisitions MB Mega bites MNC’s Multinational Corporations /Companies MTNL Mahanagar Telcom Nigum Ltd MZD Moorman, Zaltman, and Deshpande NGO Non-government O&M Ogilvy & Mather ONGC Oil and Natural Gas Corporation PC Personal Computer RM Relationship Management TAM Market Research Agency TAP Total Audience Plan TRP Television rating points UNEP United Nations Environment Programme USD United States Dollar USP Unique Selling Proposition VAT Value added tax VFM Value for money W Watts WAP Wireless application Protocol
  8. 8. ZAW (Zentralverband der Deutschen Werbewirtschaft), the German Advertising Federation Creation of a constructive work is often driven by two types of forces. One, which directs, assists the artist by being physically present. The other force is the source of inspiration. In this piece of research undertaken by me, the impelling force has been my mother, late Prof. (Mrs) Sheetaltai Abasaheb Burghate . An academician herself, she always encouraged me to give my best. As a token of respect and admiration, which can never be adequately expressed, I dedicate this research project to her.
  9. 9. Place:-Amaravti: Date:- Mukul Burghate CHAPTER NO: I ADVERTISING: CONCEPTS AND APPLICATIONS Advertising is a synonym for consumer choice ‘If you can’t tell people what you’ve done, they’re not likely to buy many of what you’ve made. So, you won’t go on making them. You’ll close a factory or two and a lot of people will lose their jobs. Without innovation driving it forward, perhaps your business stagnates – perhaps you go out of business and a lot more people lose their jobs. If you’re not making so much, you don’t have so much to tell people. You don’t advertise so much, so the media – which are largely subsidised by advertising – suffer.
  10. 10. So, what have we got? Better products at lower prices, affordable media and a great number of jobs, all depending on the fact of advertising as a vital part of a mixed economy. And something else. You could argue – and I do – that advertising is a synonym for consumer choice. Only by knowing what’s available out there can the consumer exercise his or her right to choose. And to the consumer it has become a right; not simply an option’. IAA Perspectives N°39 – February 1996 Advertising – The link in the chain of supply and demand by Sir Michael Perry, CBE, Chairman Unilever CHAPTER NO: II ROLE OF ADVERTISING IN BUSINESS
  11. 11. ‘It is becoming more and more evident that consumers are increasingly interested in the ‘world that lies behind’ the product they buy. Apart from price and quality, they want to know how and where and by whom the product has been produced. This increasing awareness about environmental and social issues is a sign of hope. Governments and industry must build on that.’ Klaus Töpfer, Executive Director UNEP, 23 August 1999, UNEP News Release 1999/2000 CHAPTER NO: III ADVERTISING BUSINESS: GROWTH IN INDIA
  12. 12. ‘It’s unrealistic to think advertising will start a revolution. Advertising isn’t meant to set social policy. But advertising is very effective at listening and reacting to public will. And the public seems to be catching on to the costs of our extreme patterns of over consumption.’ Jelly Helm, Co-Chairman of Barden and Jelly Agency CHAPTER NO: IV ADVERTISING AGENCY: STRUCTURE, NATURE AND TYPE OF BUSINESS If advertising agencies have to establish themselves as universities of learning on communication, they should develop ‘knowledge laboratories’, the equivalent of an R&D department, where research and discussion on, and practice of, all aspects of communication take place. Biju Joseph Dominic Senior Brand Services Director, Lowe Lintas & Partners, Mumbai.. A critical issue is how big the size of an agency should be. Size will matter if new capabilities are to be built, more value-added services are to be provided and
  13. 13. cost to the client is to be reduced. Also, the industry is getting concentrated, and unless an agency figures in the top ten, it is unlikely to make reasonable money. Dr.RanjanDas Professor of Strategic & International Management, Indian Institute of Management Calcutta, and Consulting Editor, Strategic Marketing. CHAPTER NO: V RATIONALE OF THE STUDY Social responsibility ‘Take a look at government advertising, and government has for many years been one of the very biggest advertisers in the United Kingdom. Ah, yes, say the critics – and have you noticed how fond critics are of saying Ah, yes...? Ah, yes, but that isn’t advertising... What nonsense. Of course, social advertising, public service advertising – whether it’s for drinking and driving, social benefits, AIDS or public information of any kind – is advertising and often state of the art advertising at that. It takes the proven techniques, techniques of simplification, dramatisation and, most important, personalisation and applies them to the way we live now. The communication skills honed on the humble packet of frozen peas or brand of petrol have made invaluable contributions not merely to the small reassurances of daily domestic life but to helping modify social attitudes and behaviour. Advertising today is many things. It’s come a long way from the gaudy poster proclaiming the presence of Sunlight Soap. It’s part of the social fabric of all our lives which, cosmetically, would be a good bit duller without it. More to the point, it’s a thread on which are strung several of the key economic elements that
  14. 14. affect the workings of the business community and the comfort of the individual.’ IAA Perspectives N°39 – February 1996 Advertising – The link in the chain of supply and demand by Sir Michael Perry, CBE, Chairman Unilever CHAPTER NO: VI A STATUS REPORT OF ADVERTISING AGENCIES
  15. 15. ‘If I were starting my life over again, I am inclined to think that it would go into the advertising business in preference to almost any other...The general raising of the standards of modern civilisation among all groups of people during the past half century would have been impossible without the spreading of the knowledge of higher standards by means of advertising.’ President Franklin Delano Roosevelt CHAPTER NO: VII ADVERTISING AGENCY AND CUSTOMER SERVICE RELATIONSHIP
  16. 16. ‘Advertising can itself contribute to the betterment of society by uplifting and inspiring people... Governments should not seek to control and dictate policy to the advertising industry any more than to other sectors of the communications media’. Archbishop John P Foley, President of the Pontifical Council for Social Communications The WFA World Congress in Geneva, October 1997 CHAPTER NO: VIII ADVERTISING AGENCY: PROBLEM ISSUES IN CLIENT’S – RELATIONSHIP ‘The view of the ordinary consumer that animated much current criticism of advertising is analogously defective. Take the claim that advertising engenders wants in consumers that did not hitherto exist. At one level, this is a truism that cannot be denied, since without advertising the consumer could not know, and so could not have a preference among the span of products available to him. Again, the fact that a want or a preference is acquired, is by itself no argument against it. On the contrary, nearly all the wants and preferences of a civilised human being are acquired via education and upbringing: no-one is born delighting in Bach, or consumed by a passion for brass rubbing. A human being without acquired wants, if such there could be, would lack most, if not all, of the characteristics whereby we recognise him as such: for being human is something we learn how to be, not something we are born with. And, in opening up possibilities of choice and suggesting to the individual tastes and activities he might not otherwise come across and learn to enjoy, advertising is no different from any of the other institutions of education and civilisation. So, if advertising does engender new wants and preferences, it is only thereby contributing to a process of character-formation that goes on all the time, in schools, families and peer groups. In fact, however, all the evidence suggests that advertising, typically or in general, assists people to find out what they want from a product, rather than implants in them a want for it. All the evidence, for one thing, is that advertising can affect the market share a company can command over a product, but not the size of the market for the product itself. The idea that advertising has any significant role in engendering alcohol abuse, say, seems especially remote from
  17. 17. reality, given the endemic alcoholism that is evident in countries (such as the communist regimes) in which virtually all alcohol advertising is already prohibited. In short, all the evidence tells against the conception of the consumer as an infinitely malleable creature whose wants are fabrications of advertising, and in favour of a view of him or her as an active seeker after products that best satisfy preferences that have for the most part long been formed.’ John Gray, fellow of Jesus College, Oxford and a noted political philosopher was quoted by the Social Affairs Unit, London CHAPTER NO: IX FINDINGS, CONCLUSIONS AND RECOMMENDATIONS OF THE STUDY ‘In general, heavy advertising is evidence of fierce competition, and this usually arises when a few efficient companies are battling for supremacy. The result of
  18. 18. such competition is, inevitably, that the nondescript products fall out of favour and disappear. In due course there remain a small number of heavily advertised products competing one with another, each perhaps with a marginal appeal to a particular segment of the population, but none with a clear advantage. Advertising oils the wheels of commerce and is the dynamo of competition.’ Henry Lazell of the Beecham Group CHAPTER NO: X FUTURE: - EMERGING TRENDS IN ADVERTISING BUSINESS IN INDIA
  19. 19. ‘Brand image is heavily influenced by social image - one of the most important challenges business is facing. Brands will be important in setting social and political issues as traditional government fails. Any good advertising agency giving advice to a company has to include ecological issues because customers are demanding more active stands on social and environmental issues.’ Pierre Huppert, advertising consultant, The Netherlands BIBLIOGRAPHY
  20. 20. ANNEXURES
  21. 21. QUESTIONNAIRE FOR ADVERTISING AGENCY A. COMPANY INFORMATION Please provide your agency’s name, address, internet URL, telephone and fax numbers. Include name, title, and E-mail address of the individual who will serve as agency’s primary contact. 1) Name of your agency: - B. OFFICES 1. Please list full-service agency offices/addresses, leading with the branch office that would service the account in question. 2. If the account in question is global, please list full-service foreign agency offices, indicating which are equity owned and which are affiliates. i) Corporate office address: - 3) Branch offices (If any): - i)
  22. 22. ii) iii) : STD Code:  No:-  E-mail:-  Website(URL):- www.  .com/org/net.in(stri ke out which is not applicable) C. CLIENTS 1. LIST TOP 10 CLIENTS. 1) 2)
  23. 23. 3) 4) 5) 6) 7) 8) 9) 10) 2. List responding office’s current clients, indicating each client’s tenure with agency. I) Name of client:-
  24. 24. Clients’ tenure with agency: - Years  II) Name of client:- Clients’ tenure with agency: - Years  III) Name of client:- Clients’ tenure with agency: - Years  IV) Name of client:- Clients’ tenure with agency: - Years  V) Name of client:- Clients’ tenure with agency: - Years  VII) Name of client:- Clients’ tenure with agency: - Years  VIII) Name of client:- Clients’ tenure with agency: - Years  IX) I) Name of client:- Clients’ tenure with agency: - Years  X) I) Name of client:- Clients’ tenure with agency: - Years 
  25. 25. 3. List accounts responding office has gained over the past two years. Provide comment on why agency was chosen for these accounts. I) Name of client:- Your Comments please:- ____________________________________________________________ ____________________________________________________________ ____________________ II) Name of client:- Your Comments please:- ____________________________________________________________ ____________________________________________________________ ____________________ III) Name of client:- Your Comments please:- ____________________________________________________________ ____________________________________________________________ ____________________ IV) Name of client:- Your Comments please:- ____________________________________________________________ ____________________________________________________________ ____________________ 4. List accounts responding office has lost or resigned over the past two years. Provide comment on why agency lost or resigned these accounts. I) Name of client:- Your Comments please:- ____________________________________________________________
  26. 26. ____________________________________________________________ ____________________ II) Name of client:- Your Comments please:- ____________________________________________________________ ____________________________________________________________ ____________________ III) Name of client:- Your Comments please:- ____________________________________________________________ ____________________________________________________________ ____________________ IV) Name of client:- Your Comments please:- ____________________________________________________________ ____________________________________________________________ ____________________ 5) What has been the high point of the last year for your agency? ____________________________________________________________ ____________________________________________________________ ____________________________________________________________ ___________ 6) Please list in order of preference ‘three creative advertising agencies’, excluding your own or any you currently hold a contract with, which you have most admired in the last twelve months.
  27. 27. 1st choice: ______________________________ Why? _______________________________________________ 2nd choice: ______________________________ Why? _______________________________________________ 3rd choice: ______________________________ Why? _______________________________________________ 7) Please could you list the names of 15 of your own clients, and their contact details, that you would be happy to give for this study in order to conduct research for Client Satisfaction survey? Name_____________________________ Company_________________________ Contact No:-  Name_____________________________ Company_________________________ Contact No:-  Name______________________________ Company_________________________ Contact No:-  Name______________________________
  28. 28. Company_________________________ Contact No:-  Name______________________________ Company_________________________ Contact No:-  Name______________________________ Company_________________________ Contact No:-  Name______________________________ Company_________________________ Contact No:-  Name______________________________ Company_________________________ Contact No:-  Name______________________________ Company_________________________ Contact No:-  Name______________________________ Company_________________________ Contact No:- 
  29. 29. Name______________________________ Company_________________________ Contact No:-  Name______________________________ Company_________________________ Contact No:-  Name______________________________ Company_________________________ Contact No:-  Name______________________________ Company_________________________ Contact No:-  Name______________________________ Company_________________________ Contact No:-  8) Please list in the order of preferences ten advertising agencies that you have most admired this year in the following regions: (please mark the preference number in the boxes) West region: ______________________________________ East region: ______________________________________
  30. 30. North region: _____________________________________ South region: ______________________________________ Central region: ______________________________________ 9) In order of preference, please name three Managing Directors, CEO’s etc, including yours or any individual you currently hold a contract with, who you admire. 1st choice Name: ______________________________________ Company: ________________________________________ Why? ____________________________________________________________ ________ 2nd choice Name:______________________________________ Company: ________________________________________ Why? ____________________________________________________________ ____ 3rd choice
  31. 31. Name:______________________________________ Company: ________________________________________ Why? ____________________________________________________________ _________ 10) In order of preference, please name 3 regional clients; excluding any you currently have business dealings with, which you feel deserve the title of “Client of the Year.” 1st choice Company: __________________________ Head of Marketing: __________________________________ Why? ____________________________________________________________ _________ 2nd choice Company: __________________________ Head of Marketing: __________________________________ Why? ____________________________________________________________ _________ 3rd choice Company: __________________________
  32. 32. Head of Marketing: __________________________________ Why? ____________________________________________________________ _________ D. BILLINGS 1. List billings for the past three years, including an estimate for the current year, for agency office that would handle account in question. 2. List total worldwide and Indian capitalised billings for entire agency for the past three years, including an estimate for the current year. 3. Provide percentage breakdown of the responding office’s billings by media type (e.g., network TV, spot/cable TV, magazines, newspapers, radio, outdoor, direct, interactive, etc.). In the In the In the In the calendar calendar calendar calendar year of year of year of year of 2000 2001 2002 2003 I) Capitalised Billings a) Worldwide b) Indian II) Billings by media type a) Television b) Print c) Other
  33. 33. E. STAFF 1. Provide a breakout of responding office’s employees by function: account, creative, planning/research, media, other (please explain). ____________________________________________________________ ____________________________________________________________ ____________________________________________________________ ____________________________________________________________ ____________________________________________________________ ____________________________________________________________ ____________________________________________________________ ____________________________________________________________ _________________________________________________________ 2. Provide brief biographies of key management executives in the responding office. ____________________________________________________________ ____________________________________________________________ ____________________________________________________________ ____________________________________________________________ ____________________________________________________________ ____________________________________________________________ ____________________________________________________________ ____________________________________________________ F. SPECIALIZED SERVICES In no more than one page, describe your agency’s capabilities in: 1. Direct Marketing ____________________________________________________________ ____________________________________________________________ ____________________________________________________________ ____________________________________________________________ ______________________________________________________
  34. 34. 2. Public Relations ____________________________________________________________ ____________________________________________________________ ____________________________________________________________ ____________________________________________________________ ______________________________________________________ 3. Interactive ____________________________________________________________ ____________________________________________________________ ____________________________________________________________ ____________________________________________________________ ______________________________________________________ 4. Sales Promotion ____________________________________________________________ ____________________________________________________________ ____________________________________________________________ ____________________________________________________________ ______________________________________________________ 5. Event Marketing ____________________________________________________________ ____________________________________________________________ ____________________________________________________________ ____________________________________________________________ ______________________________________________________ 6. Yellow Pages ____________________________________________________________ ____________________________________________________________ ____________________________________________________________ ____________________________________________________________ ______________________________________________________ 7. Other (specify) ____________________________________________________________ ____________________________________________________________ ____________________________________________________________ ____________________________________________________________ ______________________________________________________
  35. 35. G. COMPENSATION 1. Please describe your policy with respect to method of compensation (fee, commission, combination, etc.). ____________________________________________________________ ____________________________________________________________ ____________________________________________________________ ____________________________________________________________ ____________________________________________________________ ____________________________________________________________ _______ II. SUBJECTIVE INFORMATION A. STRATEGIC APPROACH (If the space provided below is insufficient, a separate sheet may kindly be used) 1. Describe the process and methods agency employs to develop effective marketing communications. Provide examples of how this process has worked for clients. ____________________________________________________________ ____________________________________________________________ ____________________________________________________________ ____________________________________________________________ ____________________________________________________________ ____________________________________________________________ ____________________________________________________________ ____________________________________________________________ ____________________________________________________________ ____________________________________________________________ ____________________________________________________________
  36. 36. ____________________________________________________________ ________________________________ B. RELEVANT EXPERIENCE 1. Describe agency’s relevant experience. ____________________________________________________________ ____________________________________________________________ ____________________________________________________________ ____________________________________________________________ ____________________________________________________________ ____________________________________________________________ ____________________________________________________________ ____________________________________________________________ ____________________________________________________________ ____________________________________________________________ _____________________________________ 2. Provide at least two case histories dealing with similar or analogous issues. ____________________________________________________________ ____________________________________________________________ ____________________________________________________________ ____________________________________________________________ ____________________________________________________________ ________________________________________________________ 3. Describe how agency is ideally suited to address the challenges and opportunities of the account in question. ____________________________________________________________ ____________________________________________________________ ____________________________________________________________ ____________________________________________________________ ____________________________________________________________ ____________________________________________________________ ____________________________________________________________ ____________________________________________________________
  37. 37. ____________________________________________________________ ____________________________________________________________ __________________________ C. CREATIVE SAMPLES 1. Please provide samples of your creative work. Any other comments please (If more space is required please enclose a separate sheet): -____________________________________________________________
  38. 38. ____________________________________________________________ ____________________________________________________________ ____________________________________________________________ ____________________________________________________________ ____________________________________________________________ ____________________________________________________________ ____________________________________________________________ ____________________________________________________________ ____________________________________________________________ ____________________________________________________________ ____________________________________________________________ ____________________________________________________________ ______________________________________________ Please make a copy of this completed questionnaire for your records. Thank you for your participation in this survey! QUESTIONNAIRE FOR ADVERTISERS
  39. 39. I. OBJECTIVE INFORMATION A) COMPANY INFORMATION Please provide your company’s name, address, internet URL, telephone and fax numbers. Include name, title, and E-mail address of the individual who will serve as agency’s primary contact. 1) Name of your company: - B. OFFICES 1. Please list corporate /branch office addresses. i) Corporate office address:- 3) Branch offices (If any):- i) ii) iii)
  40. 40. : STD Code:  No: -  E-mail: -  Website (URL): - www..com/org/net. in(strike out which is not applicable) C) OVERALL RATING FOR IDENTIFYING THE MOST ADMIRED AD AGENCY: Please rate your agency on an overall level (taking all aspects into consideration) using a scale of 1 to 10 (1 being least promising; 10 being most promising) (Please  at the appropriate place) i) Quality of client servicing: including aspects like ensuring timelines, understanding and implementing strategies and team stability. 1 2 3 4 5 6 7 8 9 10 ii) Overall creative quality: Including developing new ideas, execution of ideas, keeping the creative on strategy.
  41. 41. 1 2 3 4 5 6 7 8 9 10 iii) Account planning: Including aspects like consumer insights, using research for better insights, own initiatives on brand development, and value add on communication strategy. 1 2 3 4 5 6 7 8 9 10 iv) Overall Partnership: Optimising budget, long-term approach, keeping brand in focus. 1 2 3 4 5 6 7 8 9 10 v) Media: Including role in media planning, appreciating & understanding media strategy 1 2 3 4 5 6 7 8 9 10 vi) Market recognition: Winning awards, managing their PR. 1 2 3 4 5 6 7 8 9 10 vii) Overall organisation/people: Which included training and grooming talent, exposure to new learning’s, variety of accounts handled, investment in better work environment, learning’s from the parent company. 1 2 3 4 5 6 7 8 9 10
  42. 42. viii) Other aspects: Including smooth billing procedures, managing financial dealings with clients & efficient logistics. 1 2 3 4 5 6 7 8 9 10 (N.B: -The endorsements on the above factors will used to work out ad agency strengths and weaknesses) II) INTERNET ADVERTISING A) Please give your input on important new developments in online advertising. Rate the following from 1-5 (1 being least promising; 5 being most promising, please  at the appropriate place) 1. ) In terms of what you see the greatest potential of the Internet as an advertising medium: Branding/Awareness 1 2 3 4 5 Direct Response 1 2 3 4 5 Promotional Activity 1 2 3 4 5 One-to-One Marketing 1 2 3 4 5 Reach 1 2 3 4 5
  43. 43. 2. Rate the following from 1-5 (1 being least problematic; 5 being most problematic) in terms of what you see as the greatest difficulties in clients adopting online advertising: Lack of Comprehensive Measurement 1 2 3 4 5 Cost 1 2 3 4 5 Difficulty of Tracking 1 2 3 4 5 Low Click-Through Rate 1 2 3 4 5 Difficulty of Buying 1 2 3 4 5 Banner Size 1 2 3 4 5 Low Commission for Media Buying 1 2 3 4 5 Lack of Good Creative 1 2 3 4 5
  44. 44. Any other comments please (If more space is required please enclose a separate sheet): -____________________________________________________________ ____________________________________________________________ ____________________________________________________________ ____________________________________________________________ ____________________________________________________________ ____________________________________________________________ ____________________________________________________________ ____________________________________________________________ ____________________________________________________________ ____________________________________________________________ ____________________________________________________________ ____________________________________________________________ ____________________________________________________________ ____________________________________________________________ ____________________________________________________________ ____________________________________________________________ Please make a copy of this completed questionnaire for your records. Thank you for your participation in this survey!

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