Advertising firm economics gvn by sid final ppt
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PRESENTED BY NILOFER Khan SIDDHESH Parab DEEPAVALI Vankalu Project on advertising Batch No : 63
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Transcript of Advertising firm economics gvn by sid final ppt
PRESENTED BY
NILOFER Khan
SIDDHESH Parab
DEEPAVALI Vankalu
Project on advertising Batch No : 63
ADVERTISING IS………… 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.
FEATURES OF ADVERTISING
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 .
TYPES OF ADVERTISING
Print Advertising – Newspapers, Magazines, Brochures, Fliers
Outdoor Advertising – Billboards, Kiosks, Tradeshows and Events
Broadcast advertising – Television, Radio and the Internet
Covert Advertising – Advertising in Movies
Surrogate Advertising – Advertising Indirectly
Public Service Advertising – Advertising for Social Causes
GROWTH OF ADVERTISING INDUSTRY IN INDIA
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%.
FUTURE OF ADVERTISING IN INDIA
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.
CONTRIBUTION TO THE ECONOMY
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.
TOP TEN ADVERTISING AGENCIES IN INDIA 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.
ABOUT OGILVY & MATHER
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……..
5. BY 1970 , OGILVY & MATHER HAD 30 OFFICES IN 14 COUNTRIES.
6. IN 1989 THE OGILVY GROUP BECAME PART OF WORLD'S LARGEST COMMUNICATION NETWORK I.E. MARTIN SORRELL'S WPP GROUP PLC
7. ONE OF THE MOST CREATIVE AGENCIES IN THE ENTIRE OGILVY WORLDWIDE NETWORK.
8. OGILVY & MATHER CONSOLIDATE ITS LEADERSHIP POSITION IN THE INDIAN ADVERTISEMENTS. SINCE 80 YRS IN INDIA.
NETWORK 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.
OGILVY ACTION India’s pioneering & full service out of home communications unit
OGILVY LANDSCAPE India’s largest outdoor media specialist
OGILVY OUTREACH India’s first & largest rural communications unit
OGILVY LIVE India’s leading agency for events & promotions
OGILVY SIGNSCAPES India’s complete retail design solutions unit
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
DIFFERENT MEDIA USED BY O & M
FAMOUS ADVERTISIMENTS OF O & M
ASIAN PAINTS
FEVICOL
VODAFONE
CADBURY
FUTURE PLANS OF O & M 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.
ACHIEVEMENTS OF O & M 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.
CADBURY CRISES 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.
STRATEGY 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…..
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.
Phase 2: Packaging change
This entailed do
ACTION TAKEN BY OGILVY & MATHEROgilvy 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.
The Cadbury Crisis Management programme won Ogilvy PR a gold at the Effies and a silver at the Asian Brand Marketing Effectiveness Awards, 2004.
THANK YOU
