India’s advertising industries and top 10advertising companies – Global and India Presented to: Prof. Shashank Mehra Presented By: Group – 9 Atindra Kundu Mrityunjay Das Sadhana Devi Shantanu Bera Som Subhra Das
DEFINITION: Advertising is the non-personal communication of information usually paid for and usually persuasive in nature about products, services or ideas by identified sponsors through the various media.
Types of Advertisement Medium Electronic Advertising– Radio, TV, Internet. Print Advertising– Newspaper, Magazines. Outdoor Advertising– Hoardings, Bill Boards.
Types of Advertising: Surrogate Advertising. Proof Advertising. Emotional advertising. Financial Advertising. Gorilla Advertising. In Store advertising.
History of World Advertising: The first advertisement was done in 1472. It was a handbook. It was printed in English. It was an announcement of a prayer book for sale. The first newspaper add appeared in the 17th century offering a reward for finding 12 stolen horses. The first advertising agency, VOLNEY B. PALMER, was opened in Philadelphia in 1841. The oldest American advertising agency is J. Walter Thompson.
Entry of other Medium In 17th century, classified adds were appearing frequently in Englands news weeklies. Later on coloured advertisements appeared in the late 19th century. Radio became a commercial medium in the 1920’s. Television became a commercial medium in the year 1950 and still now continuing today by aggressively dominating the rest of all .
Advertising Agency An advertising agency is an independent organization set up to render specialized services in advertising particular and marketing in general. Creates add films/ Designs the print adds. Prepare slogans, brochure and logos. Also issues press releases for upcoming programmes events, as well as products. Chooses the best media available.
History of Indian Advertising 1800 – Classified Advertising. Adds appeared for the first time in print in Hickey’s Bengal Gazette (India’s FirstNewspaper). 1905 – B.Dattaram and co. claims to be the oldest existing Indian agency in Girgaum in Bombay. 1920 – Enter the first foreign owned add agencies JWT. 1970 – Concept of commercial programming accepted by All India Radio. 1976 – Commercial television in initiated. Bombay Deying becomes the First Colour TV add. 1990 – marks the beginning of the new medium internet.
Pre Independence Press advertisements – largely imported goods which had reached Indian shores
1930’s The talkies and radio emerge as media Colour movies
1940’s 2nd World War Famine Fight for Independence
1950’s Watershed years for Indian advertising Industrial revolution in the Nehruvian era 1st survey of the rural market (Wood) Burmah Shell vans used for advertising Cinema advertising began Kolkata gets the privilege of India’s first ad club Leading ad agency - Press Syndicate National created the Murphy baby
1960’s India’s first Advertising Convention (1960) Advertising to to be Indian in thought and content Shift to marketing orientation Professionalisation within agencies 1st Asian Advertising Congress at New Delhi Research data generated
Cont’d MRI (Market Rating Indices) Shop Audits NRS I and II Creativity was emphasised Photography find increasing use Social marketing
1970’s Media boom Special magazines 2nd Asian Advertising Congress at New Delhi Lifestyle studies, positioning Rural marketing
1980’s Indianisation of western advertising Public sector advertising Expansion and diversification of agencies Aug 15th 1982 – Colour TV introduced Radio commercials introduced NRS III by IMRB Colour Printing more popular
Cont’d Regional broadcasts, expansion of radio Formation of Indian chapter of International Advertising Association Formation of ASCI Adoption of a new code Concept of sponsored programmes on TV
1990’s NRS IV ( 2 surveys – ORG and IMRB-MARG) Niche magazines Emphasis on Direct marketing Satellite TV CNN – 1st channel to be beamed to India Star bouquet Zee bouquet DD Metro to counter satellite channels
Cont’d DD Audience surveys Movie channels and pay channels FM Radio Emphasis on Brand Equity Internationalisation of Advertising NRS V IRS survey Consumer Tracking and Satisfaction studies
2000 NRS VI CAS Internationalisation of domestic agencies Net Advertising The role of the advertising agency – changing to that of a marketing consultant
Major Add Agencies of India Ogilvy & Mather JWT Mudra Communications FCB Ulka Advertising Limited Rediffusion DY & R McCann Erickson India Limited RK Swamy BBDO Advertising Limited Grey Worldwide (India) Private Limited Leo Burnett India Pvt. Ltd. Contract Advertising India.
Worlds top 10 Advertising Companies Ameredia Arnold Worldwide BBDO Doyle Dane Bernbach Goodby Silverstein & Partners N.W. Ayer & Son Ogilvy & Mather Saatchi and Saatchi Partnership Advertising Wieden+Kennedy