ADVERTISING IS A MEDIUM MEANT TO PROPAGATE IDEA TO PEOPLE USING ANY MEANS OF COMMUNICATION. ADVERTISING IS LIKE THE TWO SIDES OF A COIN. IT IS VERY ESSENTIAL TOOL TO REACH THE “TARGET MARKET AS WELL AS TARGET AUDIENCE”.

1. NILOFER Khan
SIDDHESH Parab
DEEPAVALI Vankalu
Project on advertising
Batch No : 63

2.  A WAY OF PROMOTING PRODUCTS, SERVICES OR
INFORMATION.
 A FORM OF COMMUNICATION (BETWEEN MANUFACTURER &
CONSUMER)
 A PHYSICAL COMMODITY.
 AN IMPORTANT ECONOMIC FORCE.
 ADVERTISING CREATES JOBS & PROSPERITY .
 A PART OF OUR URBAN LANDSCAPE.

3.  ADVERTISING IS A MEDIUM MEANT TO PROPAGATE IDEA TO PEOPLE
USING ANY MEANS OF COMMUNICATION.
 ADVERTISING IS LIKE THE TWO SIDES OF A COIN.
 IT IS VERY ESSENTIAL TOOL TO REACH THE “TARGET MARKET AS WELL
AS TARGET AUDIENCE”.
 ADVERTISING INCREASES THE SALES OF MASS PRODUCED GOODS AND
THEREFORE STIMULATES THE ECONOMY .
 ADVERTISING IS ECONOMICALLY NECESSARY AND HAS BRAUGHT MANY
BENEFITS TO SOCIETY.
 ADVERTISING IS THE PROCESS OF PERSUADING POTENTIAL CUSTOMERS
TO BUY PRODUCTS OR PROMOTE ITS SERVICES .

4. Print Advertising – Newspapers,
Magazines, Brochures, Fliers

5. Outdoor Advertising –
Billboards, Kiosks, Tradeshows
and Events

6. Broadcast advertising – Television,
Radio and the Internet

7. Covert Advertising – Advertising in
Movies

8. Surrogate Advertising – Advertising
Indirectly

9. Public Service Advertising – Advertising
for Social Causes

10. Celebrity Advertising

11.  The advertising industry was hardly $1 million (at today’s exchange rate) about
60 years ago. About 20 years ago, the volume had gone up 40 times to $40
million, i.e we added about a $ 1 million every year after our independence as
advertising spends.
After close to 20% year-on-year growth of advertising for nearly four years,
there is now a great deal of apprehension among media companies about what
2009 holds for ad spends.
Four projections from media agencies and research companies give a wide range
of figures.
 Madison Media has the bleakest Outlook. In its report with Pitch magazine, the
agency said advertising will grow only by 2% in 2009.
 Group M is the most optimistic, projecting a 9% growth in 2009.
 The FICCI-KPMG report projected a 7.58% growth.
 just released report by Media Partners Asia, a research firm, says advertising will
grow 7.2%.

12.  Most large multinational advertising agencies have offices in India. Over the
next 20 years, that is as of today the volume has gone up 100 times to about
$4 billion in conventional media.
 The Indian advertising industry is talking business today. Indian advertising
industry in very little time has carved a niche for itself and placed itself on
the global map.
 Businesses are looking up to advertising as a tool to cash in on lucrative
business opportunities. Growth in business has lead to a consecutive boom
in the advertising industry as well.
 The Indian advertising today handles both national and international
projects. Keeping in mind the current pace at which the Indian advertising
industry is moving the industry is expected to witness a major boom in the
times ahead.

13.  Indian economy is on a boom and the market is on a
continuous trail of expansion. With the market gaining
grounds Indian advertising has every reason to celebrate.
 Our current advertising to GDP ratio is about 0.35%. In
many western markets it is well over 1%. In the US, it is
about 2.2%.
 Our economy is robust and only 22% of it is export
dependent. Our products and services principally serve the
local market.

14. OGILVY & MATHER
MUDRA COMMUNICATION PVT.
LTD.
FCB ULKA ADVERTISING LTD.
J WALTER THOMPSON INDIA.
REDIFFUSION - DY & R.
Mc CANN – ERICKSON INDIA
LTD.
R K SWAMY / BBDO
ADVERTISING LTD.
GREY WORLDWIDE (I) PVT.
LTD.
LEO BURNETT INDIA PVT. LTD.
CONTRACT ADVERTISING INDIA
LTD.

15. 1. The company was incorporated in India in August 1928 under the
name
“DJ Keymer & co.ltd “
2. It is acknowledged as the Leading Communication Agency in the
country today .
3. This agency has created most successful brands like Asian Paints,
Cadbury, Fevicol
& in recent times Hutch , Close up & many more.
4 .Starting with no clients in 1948. in 1965, Ogilvy , Benson & Mather
merged with Mather & Crowther to form a public company, i.e.
OGILVY & MATHER
CONT……..

17.  Ogilvy & Mather Worldwide, one of the largest marketing
communication networks in the world.
 Ogilvy is a part of the WPP group, one of the world's leading
communications services groups.
 The network services more Fortune Global 500 companies in five or
more countries than any other agency.
 BRAND HALLMARK - “Building Capabilities is our balance of
Global & Local Brands”.
 With offices in Mumbai, Delhi and Bangalore, the Ogilvy One team
of 125 people work on more than 50 leading international and local
brands.

18. OGILVYACTION
India’s pioneering & full service out of home communications unit
OGILVYLANDSCAPE
India’s largest outdoor media specialist
OGILVYOUTREACH
India’s first & largest rural communications unit
OGILVYLIVE
India’s leading agency for events & promotions
OGILVYSIGNSCAPES
India’s complete retail design solutions unit

19. OGILVY ONE
India’s oldest & leading one to one marketing network
OGILVY INTERACTIVE
India’s leading online marketing company
OGILVY PR
India’s only truly international public relations

21.  ASIAN PAINTS

25.  Advertising major Ogilvy & Mather (O&M) India is going
global this year.
 At present, the agency is looking... at improving the
working conditions and future career prospects of its
employees.
 The agency plans to invest in manpower, infrastructure
and technology to add muscle to this new division.
 The Rs 1,200-crore ad company has plans to strengthen
its relationship with business partners in Bangladesh and
Sri Lanka, as part of its future plans.

26.  Ogilvy & Mather India has ranked No 3 in the worldwide ranking.
 O&M was the only agency from India to have won the highest number
of awards at the PMAA Dragons of Asia 2008. The agency won a
Dragons by Country award, 2 Golds and a Silver.
 Ogilvy India has won 5 awards at the Asia Pacific Ad Fest 2007.
 Ogilvy India is the only Indian advertising agency to win 2 Gold awards
at the London International Awards, 2007.
 Ogilvy One, India’s only agency to win metals at the DMA ECHO 2008 in
USA.
 Ogilvy & Mather won 3 metals at the Asian Marketing Effectiveness
Awards in Singapore 2008.

27.  On 3rd October 2003, the Food and Drug Administration Commissioner
received complaints about infestation in two bars of Cadbury Dairy Milk.
 It went directly to the media with a statement. Over the following 3-week
period, resultant adverse media coverage touched close to 1000 clips in
print and 120 on TV news channels.
 In India, where Cadbury is synonymous with chocolate, the company’s
reputation and credibility was under intense scrutiny.
 Sales volumes came down drastically in the first 10 weeks, which was the
festival season.
 Retailer stocking and display dropped, employee morale - especially that
of the sales team - was shaken.

28.  It was decided from the start to address the issue head-on and take whatever
steps were necessary to restore confidence.
The day the crisis broke, the agency set up a media desk to ensure that no -
media query went unanswered.
The Cadbury addressed consumer concerns with the following key messages:
 Infestation is a storage linked problem.
 It is safe to eat Cadbury chocolates.
 Consumers must exercise the same care in purchasing a chocolate as they
would when buying any food item.
CONT…..

29. Cadbury announced significant steps to restore consumer confidence. Called Project Vishwas (Trust),
this entailed:
 Retail monitoring and education program undertaken on a
war footing to address storage.
 Problems.
 Significant packaging changes to ‘reduce dependency on
storage conditions as much as possible.

30. Phase 2: Packaging change
 This entailed do

31. Ogilvy PR set up a media desk, ensuring every story carried
Cadbury's point of view, and orchestrated an editorial
outreach programme with 31 editors in the five most-
affected cities.
Cadbury unveiled new 'purity sealed' packaging, backed
with a testimonial ad on TV, 'Sincerity',' fronted by the
Indian movie legend, Amitabh Bachchan.

33. The Cadbury Crisis Management programme won
Ogilvy PR a gold at the Effies and a silver at the
Asian Brand Marketing Effectiveness Awards, 2004.