advertisement industries and advertisement agencies

8/9/2019 advertisement industries and advertisement agencies

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GROUP MEMBERS

Prabhat trivedi 36

Ragita Nair 37

Rahul Chandra 38

Mohamad Farhan 40

Prepared byPrabhat trivedi


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INTRODUCTION

Advertising is a form of communication that

includes the name of the product or service

and how that product or service couldpotentially benefit the consumer. Advertising

often attempts to persuade potential

customers to purchase or to consume a

particular brand of product or service.


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HISTORY OF ADVERTISING

The first newspaper in India was brought out in1780 by an Englishman James Augustus Hickeywho was stationed at Calcutta


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Pre-Independence

1930s to 1940s

-The talkies and radio emerge as media

- Color movies- 2nd World War

-Famine

-Fight for Independence


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Post-Independence

1950s to 1970

-Industrial revolution in the Nehruvian era

-Indias first Advertising Convention (1960)-1st and 2nd Asian Advertising Congress atNew Delhi

-Media boom

-Rural marketing


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contd

1971s to 2000s

-Aug 15th 1982 ColorTV introduced

-Color Printing more popular-Star and Zee bouquet

-FM Radio

-Net Advertising


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TYPES OF ADVERTISING

TELEVISION

INFOMERCIALS

RADIO AD

V

ERT

ISING PRINTADVERTISING

ONLINE ADVERTISING

BILLBORD ADVERTISING

MOBILE BILLBORD ADVERTISING IN-STORE ADVERTISING

COVERTADVERTISING


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TELEVISION


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INFOMERCIALS


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RADIO ADVERTISING


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PRINT ADVERTISING


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ONLINE ADVERTISING


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BILLBORD ADVERTISING


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MOBILE BILLBORD ADVERTISING


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IN-STORE ADVERTISING


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COVERT ADVERTISING


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WHATIS ADVERTISING AGENCY

An advertising agency or ad agency is aservice business dedicated to creating,planning and handling advertising andsometimes other forms of promotion for itsclients. An ad agency is independent from theclient and provides an outside point of viewto the effort of selling the client's products or

services. An agency can also handle overallmarketing and branding strategies and salespromotions for its clients.


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TYPES OF ADVERTISING AGENCIES

Full-service agencies

Limited-Service Advertising Agencies

Specialist Advertising Agencies

In-House Advertising Agencies Interactive agencies

Search engine agencies

Social mediaagencies

Healthcare communications agencies

Medical education agencies

Other agencies


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FUNCTION OF ADVERTISEMENT

AGENCY Creative department

Account services

Media services Research department


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CREATIVE DEPARTMENT

executive & group creative

directors creative director

associate creative director

copywriters

art directors broadcast producers

print production managers

traffic coordinators

Print

Traffic

ProductionBroadcast

Production

Copy Spvr. &

Copywriters

Art Supervisor

& Art Directors

Creative

Group:

Associate

Creative

Director (ACD)

Creative

Director (CD)

Executive

Creative

Director (ECD)

Strategy

Review

Board


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ACCOUNT SERVICE

account management director

management supervisor

account supervisors

account executives

assistant account executive

account coordinators

traffic

Traffic

Asst. Account

Executive

Account

Coordinator

Account

Executive

Account

Supervisor

Management.

Supervisor

Account Mgmt.Director


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MEDIA SERVICES

media director

associate media

directors media supervisors

media planners

media buyers

media analystsAn l

d

Pl nn

d

Bu

d

Sup

A

d

D

dD


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RESEARCH DEPARTMENT

Research director

research project managers

research assistants

outside research specialists

R hSuppl

Ou d

R h

A n

P jn

R h

D


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GROWTH OF ADVERTISING AGENCIES

YEAR No.ofAgencies

1939 14

1949 61

1959 741969 108

1979 168

1989 498

1999 741

2009 809


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ORGANISATION CHART


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STRUCTURE OF A LARGE/SMALL

AGENCY


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3 ways agencies make money

Commissions

usually 15% of gross costs

Fees usually based on negotiated hourly rate

Incentives

still relatively new and problematic

usually based on performance goals


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What Makes Effective

Advertising?

Sound

Strategy

Consumers

ViewPersuasive

Doesnt

Overwhelm

Deliver on

Promises

Effective

Advertising


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TOP FIVE ADVERTISEMENT AGENCIES

LINTAS INDIA LIMITED- came in existence in

mid 1990s . operate in 160 countries in India

and its head quarter is in mumbai . President is Ms. Kavita Lakhani

Important clients are yahoo, Unilever, Bajaj

Auto Ltd and BHEL (Corporate)

I.T.C


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MUDRA COMMUNICATION

Founded in 1980 by Mr. A.G.Krishnamurthy

Head office Mumbai

President-Mr. soumitra sen Clients are L.I.C. of India , Navratn, Hercules


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Triton Communications Pvt. Ltd.

Founded in 1991

Head office Mumbai

Executive director Pankaj Arora Founder- Ali Merchant

Clients- Bajaj automobiles ,Tata Finance Ltd


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Purnima Advertising Agency

Established in 30 year back

Senior Executive/Managing Director-Ashok

S.Soni Clients -Nirma


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Madison Advertising Pvt.

Ltd. Founded in 1988

Founder- Sam balsara

Head office Mumbai Executive director Prabha Prabhu

Clients -Rasna Enterprises Ltd , Milton Plastic

Ltd


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CREATIVE PERSONS

Prasoon Joshi

Vikram Batra

Jitendra Gupta Vishal Mehta

Prahlad Kakkar

Syed mohsain raza hussain


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The Ad GuruThe Ad GuruPrasoon JoshiPrasoon Joshi

Age: 37 years

Started hisC

areer as: CopywriterEducation: MBA, IMTGhaziabad

Someofhis achievements:-2002 Abby Awards for the Best Copywriter& the Best Ad Campaign

-Young Global Leader 2006 by WorldEconomic Forum

Among his ads are Chloromint, Asian Paints, Cadbury, NDTVIndia, Pulse Polio Program, Close up, Bacardi, Ponds, ThandaMatlab Coca Cola etc.

He is also acknowledged as a great lyricist by the Indian filmIndustry. He has received the Screen award for best lyrics fromthe film HumTum. Some of his best lyrics are-Sason ko sason mein in the movie Hum TumAab ke sawan aise baarse by Shuba Mudgal.

Duba duba rehata hoon by Silk Route.

Behind every successful manBehind every successful man

there are lots of unsuccessfulthere are lots of unsuccessfulyearsyears


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Age- 57 yearsEducation-Graduated in Economics, Fergusson College

Someofhis Achievements-2003: Genesis voted the top production house by Brand Equity ina nationwide survey of agencies.-2005: the Distinctive Recognition Award, from Advertising Club atthe 38th ABBY Awards.

To me, advertisements are like havingTo me, advertisements are like havingchildren. You give birth to them and yourchildren. You give birth to them and yourfullfull attention and focus; sometimesattention and focus; sometimes theytheyturnturn out great, sometimes they turn outout great, sometimes they turn outtoto be juvenile delinquents. You just havebe juvenile delinquents. You just havetoto give it your bestgive it your best..

Man with a flavor for life

Prahlad Kakkar,CEO, Genesis

The Ad GuruThe Ad Guru

Prahlad KakkarPrahlad Kakkar


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FACTORS THAT PUT AN ADVERTISING

AGENCY ONTOP

Factor percentage

Quality of advertising

output 79Demographics 40

Attitudes andInvolvement 40

Servicing -- nuts and bolts 35

Specific Expertise 28Word of Mouth 25

People Power 20

Marketing Oritntation 7

Connections andAssociations 4

Factor Percentage

Quality of advertising output 79

Demographics 40Attitudes and Involvement 40

Servicing -- nuts and bolts 35

Specific Expertise 28

Word of Mouth 25

People Power 20

Marketing Orientation 7

Connections and Associations 4


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SWOT ANALYSIS OF ADVERTISEMENT

AGENCY Strengths- Greater knowledge of the

digital space

Ability to measure success More use of pull interaction

Branding and Creative capabilities

Agencies that understand consumerbehaviour.


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WEAKNESS

You might not be their most important client

They cant see your entire sales funnel

Do they know your industry? Do they use new technology ?

The more you spend , the more they earn


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OPPORTUNITIES

Advertising agencies look for creative and

goal driven individual

Product manufactures use this toolextensively


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THREATS

Malvertising gangs

Flash cookies

Cookie Appends Personal health data

ISP tracking


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BIBLIOGRAPHY

Wikipedia, the free encyclopedia.htm

Top 50 India Marketing and Advertising

Advertising and Marketing Services.mhtnAdvertising agencies.mht


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advertisement industries and advertisement agencies

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