Advertising, meaning of advertising, types of advertising, print advertising, outdoor advertising, covert advertising, surrogate advertising, public service advertising, celebrity advertising.
Bonfire Ads, the leading advertising agency with creative team of efficient and inspired professionals who have set their sight on advertising and branding.
Advertising is a tool of marketing that disseminates information about a brand which is aimed at a large number of people simultaneously.
For this advertising has to buy space or time in one or more media of mass communication such as radio, television, newspaper, magazines & internet, etc.
Advertising, meaning of advertising, types of advertising, print advertising, outdoor advertising, covert advertising, surrogate advertising, public service advertising, celebrity advertising.
Bonfire Ads, the leading advertising agency with creative team of efficient and inspired professionals who have set their sight on advertising and branding.
Advertising is a tool of marketing that disseminates information about a brand which is aimed at a large number of people simultaneously.
For this advertising has to buy space or time in one or more media of mass communication such as radio, television, newspaper, magazines & internet, etc.
Advertising is a form of marketing communication used to promote or sell something, usually a business's product or service.
The word advertising comes form the latin word "advertere meaning” to turn the minds of towards". Some of the definitions given by various authors are:
According to William J. Stanton, "Advertising consists of all the activities involved in presenting to an audience a non-personal, sponsor-identified, paid-for message about a product or organization."
According to American Marketing Association "advertising is any paid form of non-personal presentation and promotion of ideas, goods and services by an identified sponsor".
Advertising is used for communicating business information to the present and prospective customers. It usually provides information about the advertising firm, its product qualities, place of availability of its products, etc. Advertisement is indispensable for both the sellers and the buyers. However, it is more important for the sellers. In the modern age of large scale production, producers cannot think of pushing sale of their products without advertising them. Advertisement supplements personal selling to a great extent. Advertising has acquired great importance in the modern world where tough competition in the market and fast changes in technology, we find fashion and taste in the customers.
Effectiveness is at the heart of everything we do. David Ogilvy himself wrote a series of full-page ads in the New York Times in the 1960s with headlines such as "How To Create Advertising That Sells." His most famous book, Ogilvy on Advertising, is packed with guidance on the success factors of effective campaigns.
However, the marketing landscape has changed beyond recognition in the past fifty years. We are delighted to share our latest publication, The Ogilvy & Mather guide to effectiveness. In it, Worldwide Effectiveness Director, Tim Broadbent, deals with one of the most central questions in marketing: how to increase the effectiveness of our campaigns.
As marketing budgets come under increasing pressure in response to economic uncertainty in Europe and elsewhere, effectiveness is rising higher on clients' agendas. The message is timely.
Griffin Farley helps us understand all forms of strategic planning in advertising including Brand Planning, Account Planning, Media Planning, Connections Planning, Transmedia Planning and Propagation Planning. Griffin will also cover the deliverables for each form of planning and creative examples that have leveraged the various processes.
Major chunk of your advertising costs is consumed in acquiring media and therefore the decision to select right media vehicle for your voice becomes all the more crucial.
Understand the various viewpoints and key considerations involved with Media Acquisition.
These slides includes the detailed history of advertising and how advertising agencies start working and when the first advertising agency came into existence. These slides include data about Pakistani advertising agencies.
June 2016 Edition of BEACON, A Monthly Newsletter by SIMCON.
Inside this issue:
About Us
Our Team
INDUSTRY ANALYSIS : Advertising Industry
Brand Analysis: IKEA
Case Study Analysis: Philips
Concept of the month: Crowdfunding
Advertising is a form of marketing communication used to promote or sell something, usually a business's product or service.
The word advertising comes form the latin word "advertere meaning” to turn the minds of towards". Some of the definitions given by various authors are:
According to William J. Stanton, "Advertising consists of all the activities involved in presenting to an audience a non-personal, sponsor-identified, paid-for message about a product or organization."
According to American Marketing Association "advertising is any paid form of non-personal presentation and promotion of ideas, goods and services by an identified sponsor".
Advertising is used for communicating business information to the present and prospective customers. It usually provides information about the advertising firm, its product qualities, place of availability of its products, etc. Advertisement is indispensable for both the sellers and the buyers. However, it is more important for the sellers. In the modern age of large scale production, producers cannot think of pushing sale of their products without advertising them. Advertisement supplements personal selling to a great extent. Advertising has acquired great importance in the modern world where tough competition in the market and fast changes in technology, we find fashion and taste in the customers.
Effectiveness is at the heart of everything we do. David Ogilvy himself wrote a series of full-page ads in the New York Times in the 1960s with headlines such as "How To Create Advertising That Sells." His most famous book, Ogilvy on Advertising, is packed with guidance on the success factors of effective campaigns.
However, the marketing landscape has changed beyond recognition in the past fifty years. We are delighted to share our latest publication, The Ogilvy & Mather guide to effectiveness. In it, Worldwide Effectiveness Director, Tim Broadbent, deals with one of the most central questions in marketing: how to increase the effectiveness of our campaigns.
As marketing budgets come under increasing pressure in response to economic uncertainty in Europe and elsewhere, effectiveness is rising higher on clients' agendas. The message is timely.
Griffin Farley helps us understand all forms of strategic planning in advertising including Brand Planning, Account Planning, Media Planning, Connections Planning, Transmedia Planning and Propagation Planning. Griffin will also cover the deliverables for each form of planning and creative examples that have leveraged the various processes.
Major chunk of your advertising costs is consumed in acquiring media and therefore the decision to select right media vehicle for your voice becomes all the more crucial.
Understand the various viewpoints and key considerations involved with Media Acquisition.
These slides includes the detailed history of advertising and how advertising agencies start working and when the first advertising agency came into existence. These slides include data about Pakistani advertising agencies.
June 2016 Edition of BEACON, A Monthly Newsletter by SIMCON.
Inside this issue:
About Us
Our Team
INDUSTRY ANALYSIS : Advertising Industry
Brand Analysis: IKEA
Case Study Analysis: Philips
Concept of the month: Crowdfunding
The new report, 'Lights, Camera, Action…and the Show Goes On' by Boston Consulting Group (BCG) and Confederation of Indian Industry (CII) seeks to evaluate the impact of the pandemic on M & E Industry and more.
“ROLE OF MARKETING TACTICS FOR LAUNCH OF NEW PRODUCT IN FMCG SECTOR’s ”RAVI SINGH
As a part of our study curriculum it is necessary to conduct a industrial orientation project. It provides us an opportunity to understand the particular topic in depth and which leads to through to that topic. My topic for project is titled as “Role of Marketing Tactics for Launch of New Product in FMCG Sector’s” on which emphasis given to the marketing tactics and its effect for launch of new FMCG goods.
To start I’ll give brief information regarding industry and company profile in which I have done my winter internship then moving next I’ll brief about FMCG sector than after I’ll explain what is topic is all about. Marketing strategies and tactics is one of the pillars of any business.
As we know no business can succeed without use the marketing tactics. There are certain theory narrated as operant conditioning and projective theory. Based on secondary source certain theoretical aspects are also included as a part of study.
Then after concentration is given to the primary research. It include the analysis and results of survey which was focuses on consumer’s behavior
At last conclusion of report, findings and suggestion was given based on study of secondary source as well as primary research.
This paper is the result of the information which has been acquired from the case file. We attempted our level most suitable to prepare this case solution.
A Project report on car branding / car advertising.
A summer internship project report on "An Indepth study on Perception towards the Car Branding in Ahmedabad City"
Overview of media sector of 'OOH sector'SAGAR JAISWAL
The project report contain all the information related to outdoor advertising. It contains key trends, challenges and opportunities, competition. How digital ooh has power to change the dynamics of media sectors in coming times. All the data is taken from relevant source.
UWSB offers Post Graduate courses at its Ahmedabad and Kolkata campuses. Ahmedabad campus, approved by AICTE, offers Post Graduate Diploma in Management (PGDM). Kolkata campus offers Post Graduate Programme in Management along with an option of AICTE approved Post Graduate Diploma in Management (PGDM) and/or MBA. Our programmes aim to create value-instilled potential leaders by incorporating higher-management functions. http://www.unitedworld.in/school-of-business/
The programme is designed to render the students with a holistic education and deeper understanding of business tactics of global magnitude. We stress on conducting interactive study sessions which give birth to rational ideas and develop innovative thinking, live cases, e-learning and positive influence of our renowned guest speakers facilitates students’ abilities and aspirations. http://www.unitedworld.in/school-of-business/
The programme is designed to render the students with a holistic education and deeper understanding of business tactics of global magnitude. We stress on conducting interactive study sessions which give birth to rational ideas and develop innovative thinking, live cases, e-learning and positive influence of our renowned guest speakers facilitates students’ abilities and aspirations. http://www.unitedworld.in/school-of-business/
UWSB offers Post Graduate courses at its Ahmedabad and Kolkata campuses. Ahmedabad campus, approved by AICTE, offers Post Graduate Diploma in Management (PGDM). Kolkata campus offers Post Graduate Programme in Management along with an option of AICTE approved Post Graduate Diploma in Management (PGDM) and/or MBA. Our programmes aim to create value-instilled potential leaders by incorporating higher-management functions. http://www.unitedworld.in/school-of-business/
UWSB offers Post Graduate courses at its Ahmedabad and Kolkata campuses. Ahmedabad campus, approved by AICTE, offers Post Graduate Diploma in Management (PGDM). Kolkata campus offers Post Graduate Programme in Management along with an option of AICTE approved Post Graduate Diploma in Management (PGDM) and/or MBA. Our programmes aim to create value-instilled potential leaders by incorporating higher-management functions. http://www.unitedworld.in/school-of-business/
UWSB offers Post Graduate courses at its Ahmedabad and Kolkata campuses. Ahmedabad campus, approved by AICTE, offers Post Graduate Diploma in Management (PGDM). Kolkata campus offers Post Graduate Programme in Management along with an option of AICTE approved Post Graduate Diploma in Management (PGDM) and/or MBA. Our programmes aim to create value-instilled potential leaders by incorporating higher-management functions. http://www.unitedworld.in/school-of-business/
UWSB offers Post Graduate courses at its Ahmedabad and Kolkata campuses. Ahmedabad campus, approved by AICTE, offers Post Graduate Diploma in Management (PGDM). Kolkata campus offers Post Graduate Programme in Management along with an option of AICTE approved Post Graduate Diploma in Management (PGDM) and/or MBA. Our programmes aim to create value-instilled potential leaders by incorporating higher-management functions. http://www.unitedworld.in/school-of-business/
UWSB offers Post Graduate courses at its Ahmedabad and Kolkata campuses. Ahmedabad campus, approved by AICTE, offers Post Graduate Diploma in Management (PGDM). Kolkata campus offers Post Graduate Programme in Management along with an option of AICTE approved Post Graduate Diploma in Management (PGDM) and/or MBA. Our programmes aim to create value-instilled potential leaders by incorporating higher-management functions. http://www.unitedworld.in/school-of-business/
UWSB offers Post Graduate courses at its Ahmedabad and Kolkata campuses. Ahmedabad campus, approved by AICTE, offers Post Graduate Diploma in Management (PGDM). Kolkata campus offers Post Graduate Programme in Management along with an option of AICTE approved Post Graduate Diploma in Management (PGDM) and/or MBA. Our programmes aim to create value-instilled potential leaders by incorporating higher-management functions. http://www.unitedworld.in/school-of-business/
UWSB offers Post Graduate courses at its Ahmedabad and Kolkata campuses. Ahmedabad campus, approved by AICTE, offers Post Graduate Diploma in Management (PGDM). Kolkata campus offers Post Graduate Programme in Management along with an option of AICTE approved Post Graduate Diploma in Management (PGDM) and/or MBA. Our programmes aim to create value-instilled potential leaders by incorporating higher-management functions. http://www.unitedworld.in/school-of-business/
UWSB offers Post Graduate courses at its Ahmedabad and Kolkata campuses. Ahmedabad campus, approved by AICTE, offers Post Graduate Diploma in Management (PGDM). Kolkata campus offers Post Graduate Programme in Management along with an option of AICTE approved Post Graduate Diploma in Management (PGDM) and/or MBA. Our programmes aim to create value-instilled potential leaders by incorporating higher-management functions. http://www.unitedworld.in/school-of-business/
UWSB offers Post Graduate courses at its Ahmedabad and Kolkata campuses. Ahmedabad campus, approved by AICTE, offers Post Graduate Diploma in Management (PGDM). Kolkata campus offers Post Graduate Programme in Management along with an option of AICTE approved Post Graduate Diploma in Management (PGDM) and/or MBA. Our programmes aim to create value-instilled potential leaders by incorporating higher-management functions. http://www.unitedworld.in/school-of-business/
UWSB offers Post Graduate courses at its Ahmedabad and Kolkata campuses. Ahmedabad campus, approved by AICTE, offers Post Graduate Diploma in Management (PGDM). Kolkata campus offers Post Graduate Programme in Management along with an option of AICTE approved Post Graduate Diploma in Management (PGDM) and/or MBA. Our programmes aim to create value-instilled potential leaders by incorporating higher-management functions. http://www.unitedworld.in/school-of-business/
UWSB offers Post Graduate courses at its Ahmedabad and Kolkata campuses. Ahmedabad campus, approved by AICTE, offers Post Graduate Diploma in Management (PGDM). Kolkata campus offers Post Graduate Programme in Management along with an option of AICTE approved Post Graduate Diploma in Management (PGDM) and/or MBA. Our programmes aim to create value-instilled potential leaders by incorporating higher-management functions. http://www.unitedworld.in/school-of-business/
UWSB offers Post Graduate courses at its Ahmedabad and Kolkata campuses. Ahmedabad campus, approved by AICTE, offers Post Graduate Diploma in Management (PGDM). Kolkata campus offers Post Graduate Programme in Management along with an option of AICTE approved Post Graduate Diploma in Management (PGDM) and/or MBA. Our programmes aim to create value-instilled potential leaders by incorporating higher-management functions. http://www.unitedworld.in/school-of-business/
UWSB offers Post Graduate courses at its Ahmedabad and Kolkata campuses. Ahmedabad campus, approved by AICTE, offers Post Graduate Diploma in Management (PGDM). Kolkata campus offers Post Graduate Programme in Management along with an option of AICTE approved Post Graduate Diploma in Management (PGDM) and/or MBA. Our programmes aim to create value-instilled potential leaders by incorporating higher-management functions. http://www.unitedworld.in/school-of-business/
UWSB offers Post Graduate courses at its Ahmedabad and Kolkata campuses. Ahmedabad campus, approved by AICTE, offers Post Graduate Diploma in Management (PGDM). Kolkata campus offers Post Graduate Programme in Management along with an option of AICTE approved Post Graduate Diploma in Management (PGDM) and/or MBA. Our programmes aim to create value-instilled potential leaders by incorporating higher-management functions. http://www.unitedworld.in/school-of-business/
UWSB offers Post Graduate courses at its Ahmedabad and Kolkata campuses. Ahmedabad campus, approved by AICTE, offers Post Graduate Diploma in Management (PGDM). Kolkata campus offers Post Graduate Programme in Management along with an option of AICTE approved Post Graduate Diploma in Management (PGDM) and/or MBA. Our programmes aim to create value-instilled potential leaders by incorporating higher-management functions. http://www.unitedworld.in/school-of-business/
UWSB offers Post Graduate courses at its Ahmedabad and Kolkata campuses. Ahmedabad campus, approved by AICTE, offers Post Graduate Diploma in Management (PGDM). Kolkata campus offers Post Graduate Programme in Management along with an option of AICTE approved Post Graduate Diploma in Management (PGDM) and/or MBA. Our programmes aim to create value-instilled potential leaders by incorporating higher-management functions. http://www.unitedworld.in/school-of-business/
UWSB offers Post Graduate courses at its Ahmedabad and Kolkata campuses. Ahmedabad campus, approved by AICTE, offers Post Graduate Diploma in Management (PGDM). Kolkata campus offers Post Graduate Programme in Management along with an option of AICTE approved Post Graduate Diploma in Management (PGDM) and/or MBA. Our programmes aim to create value-instilled potential leaders by incorporating higher-management functions. http://www.unitedworld.in/school-of-business/
top mba college India, Unitedworld School of Business
Advertising Industy in India
1. PROJECT ON ADVERTISING INDUSTRY
Group members
AEGIDIUS SAVIO MONDOL
ANUSHREE MAZUMDAR
CYRIL VICTOR
POUSALI MUKHERJEE
PRABAR RAKSHIT
RANJEET SINGH
SUMAN KUMAR DEY
SUSHMITA MUKHEREE
2. INTRODUCTION
In the world of rat racing competition in respect of marketing of different goods and services
market research has been an integral part of the management of any newly promoted company
to evaluate the promotional prospective in the perspective of demands to the customers in the
market. Since last couple of years, India has been marked as an area of business promotion to the
upcoming business houses catering different kinds of goods and services.
Now in order to promote their goods and services the first thing they need to do is to give
advertisements. Advertising is multidimensional. It is a form of mass communication, a powerful
marketing tool, a component of the economic system, a means of financing the mass media,
social institution, an art form, an instrument of business management, a field of employment and
a profession.Advertsing in India was pioneered by Dattaram and Company in 1905 from
Girgaon, an area in Mumbai. Advertising in 2005 completes 100 years of its existence in India. It
has shaped and has been shaped by the environment. In its long journey from the street peddlers
to its present format on TV and Internet
.
The Indian advertising industry is talking business today. It has evolved from being a small-
scale business to a full-fledged industry. It is now considered to be one of the major industries
and tertiary sectors and has broadened its horizons be it the creative aspect, the capital employed
or the number of personnel involved. Indian advertising industry in very little time has carved a
niche for itself and placed itself on the global map. The creative minds that the Indian advertising
industry incorporates have come up with some very innovative concepts and work that can be
considered as masterpieces in the field of advertising.
3. Advertising agencies in the country too have taken a leap. They have come a long way from being small
and medium sized industries to becoming well known brands in the business. Mudra, Ogilvy and Mathew
(O&M), McCann Ericsonn, Rediffussion, Leo Burnett are some of the top agencies of the country. 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. 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.
Indian Advertising today handles both national and international projects. This is primarily because of the
reason that the industry offers a host of functions to its clients that include everything from start to finish
that include client servicing, media planning, media buying, creative conceptualization, pre and post
campaign analysis, market research, marketing, branding.
Keeping in mind the current pace at which the advertising agencies are growing the industry is expected to
witness a major boom in the times ahead. If the experts are to be believed then the industry in the coming
times will form a major contribution to the GDP. With all this there is definitely no looking back for the
Indian advertising industry that is all set to win accolades from the world over. In India about 40
advertising agencies are handling about 80 percent of business which stands at a staggering Rs 10,000
crore. The rest of the business is shared by about 700 advertising agencies. Indian advertising has grown to
its maturity and become very professional. The Adverting Club of Mumbai is the Mecca of Indian
Advertising, contributing about 60 percent of the total billing of the advertising industry.
The Indian advertising industry has been evolving at a fast pace over the years owing to an increase in
the forms of media and communication and the emergence of new distribution channels. Currently India
has a low advertising spend to GDP ratio compared to other economies. Competition for the outsourcing
business and creativity leakage represents the major issue and implications. However the television
advertising is expected to register high rates of growth, with India expected to become Asia’s largest cable
market by 2015.
SIZE OF THE INDUSTRY
The size of Indian Advertising Industry depends on the following factors and industries.
Television Current size: Rs 148 billion Projected size by 2012: Rs 427 billion; CAGR: 24%
Filmed entertainment :Current size: Rs 68 billion :Projected size by 2012: Rs 153 billion; CAGR:
18%
Print Media: Current size: Rs 109 billion :Projected size by 2012: Rs 195 billion; CAGR: 12%
Radio: Current size: Rs 3 billion: Projected size by 2012: Rs 12 billion; CAGR: 32%.
Music Current size: Rs 7,000 million crore projected size by 2012: Rs 7,400 million; CAGR: 1%.
Live entertainment :Current size: Rs 8,000 million, Projected size by 2012: Rs 18,000 million;
CAGR: 18%
Out-of-home Advertising: Current size: 9000 million, Projected size by 2012: 17,500 million;
CAGR: 14%.
Internet Advertising: Current size: Rs 1.6 Billion, Projected size by 2012: Rs 7.5 billionCAGR:
50%.
4. However in reality
Total advertising spend across media was Rs 327.4 billion in 2012. In light of continued economic
slowdown, advertising revenues saw a growth of 9 per cent in 2012 as against 13 per cent in 2011 and 17
per cent in 2010. Print continues to be the largest beneficiary, accounting for 46 per cent of the advertising
pie at Rs 150 billion.
Industry dynamics
Marketers majorly use television, print and internet for marketing their offerings. Key statistics pertaining
to these sub-segments is enumerated below-
The Indian media and entertainment (M&E) industry grew from Rs 728 billion (US$ 11.91 billion)
in 2011 to Rs 820 billion (US$ 13.42 billion) in 2012; marking a growth of 12.6 per cent.
Total advertising expenditure (AdEx) across media stood at Rs 327.4 billion (US$ 5.36 billion) in
2012 while advertising revenues increased by 9 per cent.
Print continued to be the largest beneficiary, accounting for 46 per cent of the advertising pie at Rs
150 billion (US$ 2.45 billion).
Furthermore, television continued to be a dominant segment in the M&E industry while new media
sectors (like animation/VFX) and Films and Music segments recorded strong growth. Radio is
expected to witness great emancipation, post the roll-out of Phase 3 licensing, at a compounded
annual growth rate (CAGR) of 16.6 per cent over 2012-17.
OVERALL
INDUSTRY
SIZE ( INR
BILLION)
2007 2008 2009 2010 2011 2012
Television 211 241 257 297 341 389
Print 160 172 175 193 211 231
Film 93 104 89 83 91 98
Radio 7 8 8 10 12 15
Music 7 7 8 9 9 11
Out of
home
14 6 14 17 19 22
Animation
and VFX
14 17 20 24 28 33
Gaming 4 7 8 10 13 17
Digital
advertising
4 6 8 10 13 18
Others 516 579 587 652 738 834
Source: KPMG analysis and industry interviews [FICCI-KPMG Report 2012]
5. FORECASTS:
Source: afaqs! News bureau, report by Magna Global Enterprise, August 2013
Television and print will contribute over two-thirds of all ad revenues generated in India in 2015.
The advertising market in India is expected to grow by 7.8 per cent in 2015, with television and print
contributing over two-thirds of all revenue, as per Magna Global's advertising forecast.
According to the forecast, digital media will grow by 31 per cent, faster than any other category, with
mobile and video outgrowing traditional display. Television will grow by 6.6 per cent. While print's story is
still relevant in India and will continue, the newspapers category expanding in language and regional
pockets is estimated to grow 6 per cent; magazines, however, will remain flat.Radio and out of home
advertising will grow by 8 per cent in 2015. With the investment climate expected to warm up and demand
from external economies backed by solid domestic consumption, Magna forecasts the advertising revenue
to grow 11.9 per cent in 2016.
6. Growth prospects of Advertising Industry:
The Indian advertising Industry is one of the talking business today. It has become a full-fledged industry
from a small-scale industry. Indian advertising industry in very little time has carved a niche for itself and
placed itself on the global map.
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. Businesses are looking up to advertising
as a tool of capturing the market. Growth in business has led to a consecutive boom in the advertising
industry as well.
The Indian advertising today handles both national and international projects. This is primarily because of
the reason that the industry offers a host of functions to its clients that include everything from start to
finish.
Keeping in mind the growth of Indian advertising industry the industry is expected to witness a major
boom in the times ahead. If the experts are to believed then the industry in the coming times will form a
major contribution to the GDP.
Sources: Industry estimates and PwC analysis
7. MAJOR PLAYERS IN THE INDUSTRY:
OGILVY AND MATHER LIMITED
Branches: Delhi, Kolkata. Bangalore, Hyderabad, Coimbatore.
Gross income: 1258.74 million.
Major clients: SBI mutual fund, Pantaloons fashion India limited, Hindustan Unilever
Limited, UTI, ITC Limited, Tata Communications TVS Suzuki etc.
J WALTER THOMPSON INDIA
Branches: Delhi, Kolkata, Kolkata, Chennai
Gross income: 2074.3 million
Major clients: Apollo Hospital, Indian Army, Indian Navy, Star TV Network, Hero
Motor Corp, Timex Watches, Parle agro, ESPN etc.
MUDRA COMMUNICATION PRIVATE LIMITED
Branches: Ahmedabad, Delhi, Bangalore, Mumbai, Kolkata, Chennai, Cochin
Gross income: 1069.6 million
Major clients: Indian Express, Godrej Foods, Indian tourism, Honda Siel Power, Hindustan
Motors Limited, Satyam Computers Service Limited etc.
FCB-ULKA ADVERTISING LIMITED
Branches: Delhi, Bangalore, Kolkata, Chennai, Cochin, Hyderabad
Gross income: 864.84 million
GREY WORLDWIDE (I) PVT LIMITED
Branches: Ahmedabad, Delhi, Bangalore, Kolkata,
Gross income: 425 million
Major clients: General Motors, Oracle India, Britannia Industries, The Hindustan Times, ITC
Foods, Philips Communications etc.
8. LEO BURNETT INDIA PVT LIMITED
Branches: Delhi, Bangalore, Kolkata,
Gross income: 375.9 million
Major clients: Birla Sun Life Insurance, La Opala, Somany Tiles, Bajaj Electricals, Linc Pen and
Plastic, Fiat Auto etc.
CONTRACT ADVERTISING INDIA LIMITED
Branches: Delhi, Bangalore, Kolkata,
Gross income: 320.98 million
Major clients: Bajaj limited, Sony India, Grasim Industries, M.P.Jewellers, Luxor, Cadbury India,
Dabur Foods etc.
REDIFFUSION DY&R
Branches: Delhi, Bangalore, Kolkata, Mumbai, Chennai
Gross income: 752.04 million
Major clients: Tata Tetley, ING Vyasa, Haldia Petrochemicals, Ericsson Mobiles, Godfrey
Philips, Citi Bank, Sail, Cannon etc.
McCANN ERICKSON INDIA LIMITED
Branches: Delhi, Bangalore, Kolkata, Hyderabad, Mumbai
Gross income: 618.36 million
Major clients: Gillette India, Times Fm, Coca cola, Nestle, TVS Suzuki, Khaitan, Johnson and
Johnson India, Goodyear India etc.
RK SWAMY/BBDO ADVERTISING INDIA LIMITED
Branches: Bangalore, Kolkata, Hyderabad, Mumbai
Gross income: 441.59 million
9. Major clients: Mercedes Benz, Cisco Group, Wipro Group, MTNL, VISA International, GE
Countrywide etc.
APPLICATION OF THE FOUR CHARACTERISTICS OF SERVICES TO THE
ADVERTISING INDUSTRY:
INTANGIBILTY:
The services of conducting advertisements for promotions is intangible. It cannot be seen.
It cannot be experienced unless it is consumed.
One is unable to determine the quality of the service immediately and it cannot be touched or felt
.One needs to experience any advertising service.
An advertising agency cannot readily display or communicate its services and pricing is this case
is complex.
INSEPARABILITY:
Services are typically sold first, then produced and consumed simultaneously. Similarly in case of
the advertising industry an ad is created first and then it is used for promotional purpose.
The delivery and consumption of such a service is inseparable as there has to be interaction
between the client and service providers which tells the service provider the needs and the
requirements of the client (what exactly he is looking for).
Interaction between the business client and the advertising service provider is necessary in this
case.
Mass production does not take place in this type of industry.
Employees as well as the clients affect the service outcome.
Customization takes place in the advertisement industry.
HETEROGENITY:
There is a high probability that the same level of advertising service is not delivered all the time.
It may vary from one employee to another.
Service offered by same employee may be different at different time of the day.
Service offered at one branch may differ greatly from the service offered at another branch.
Even the requirement and the needs of the business clients may differ depending upon the types
of promotional tools they are focusing upon. So there is heterogeneity in the advertising industry.
10. PERISHABILITY:
Advertisement campaigns and promotions cannot be stored.
It cannot be resold
It cannot be saved for future use or future requirement as it is produced for the present and needs
to consumed immediately after production.
It cannot be returned even if the advertisement fails to create an impact in the minds of the
customers.
7P’s of the services marketing
Successful marketing depends upon addressing a number of key issues. These include: what a
company is going to produce; how much it is going to charge; how it is going to deliver its
products or services to the customer; and how it is going to tell its customers about its products
andservices.
Traditionally, these considerations were known as the 4Ps — Product, Price, Place and
Promotion. As marketing became a more sophisticated discipline, a fifth ‘P’ was added —
People. And recently, two further ‘P’s were added, mainly for service industries — Process and
Physical evidence. These considerations are now known as the 7Ps of marketing, sometimes
referred to as the marketing mix.
PRODUCT
An advertising agency is a firm that specializes in the creation, design and placement of
advertisements, and in the planning and execution of promotional campaigns for products and
services of their clients.
Services rendered by advertising industry are generally intangible in nature. Initially the clients
have to be present in order to avail the services provided by an advertising agency because they
need to make face to face interactions in order to take decisions which help them to enjoy the
benefit in future.
PRICE
Pricing depends on which kind of service company needs and how many times it will be necessary to
achieve the work. Prices have always been a point of discussion and negotiation among
advertising firms and its clients.
PLACE
Place in advertising agency includes not only the place of delivery but also the various channels
of delivery too. initially the clients (customers) has to meet up personally to analyze the kind of
11. services provided by the ad agencies.Hence the meeting place is referred to as a 4th p in this
service marketing mix.
PROMOTION
Promotion in an advertising industry mainly includes presentations. An advertising agency has to
give presentations to their clients through which they can promote their works . Various kinds
events are also organized as well as campaigns are organized for promotions
PEOPLE
Inanadvertisingindustrypeoplerefertotheemployeeswhoareworkinginthisparticularindustry.Employees
compriseofcreative director, creative manager, copywritersVisualizers, Skilled labors
Graphic designers.
People not only include employees it also consists of the clients who are receiving the service
from this industry.
PROCESS
Introduction of our services to the client
Client briefing about product/service
Brief discussion with creative director
Media work begins
12. Creative work begins
Proposal presented to the client
Discussion with brand team
Client’s approval
Printing and output presented to the client
Final display of ad campaign
PHYSICAL EVIDENCE
In advertising industry physical evidence can be the corporate offices, their visiting cards or cd’s
which they mainly provide to their clients.
SERVICE APPLICABLE TO THE INDUSTRY
MENTAL STIMULUS PROCESSING
Ethical standards required when customers who depend on such services can potentially
be manipulated by suppliers
Physical presence of recipients not required
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