Imc shashank ppt
-
Upload
shantanu-bera -
Category
Documents
-
view
781 -
download
3
Transcript of Imc shashank ppt
Presented to: Prof. Shashank Mehra
Presented By: Group – 9
Atindra Kundu
Mrityunjay Das
Sadhana Devi
Shantanu Bera
Som Subhra Das
India’s advertising industries and top 10 advertising companies – Global and India
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.
FUNCTION:
Stimulates demand.
Strengthens other promotion mix elements.
Develops Brand preference.
Cuts Costs.
Lower Prices.
Competitive Weapon.
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
England's 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 First
Newspaper).
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 IndependencePress advertisements – largely imported
goods which had reached Indian shores
1930’sThe talkies and radio emerge as media Colour movies
1940’s2nd World WarFamineFight for Independence
1950’sWatershed years for Indian advertisingIndustrial revolution in the Nehruvian era1st survey of the rural market (Wood)Burmah Shell vans used for advertisingCinema advertising beganKolkata gets the privilege of India’s first ad clubLeading ad agency - Press SyndicateNational created the Murphy baby
1960’sIndia’s first Advertising Convention (1960)Advertising to to be Indian in thought and
contentShift to marketing orientationProfessionalisation within agencies1st Asian Advertising Congress at New DelhiResearch data generated
Cont’dMRI (Market Rating Indices)Shop AuditsNRS I and IICreativity was emphasised Photography find increasing useSocial marketing
1970’sMedia boomSpecial magazines2nd Asian Advertising Congress at New DelhiLifestyle studies, positioningRural marketing
1980’s Indianisation of western advertisingPublic sector advertisingExpansion and diversification of
agenciesAug 15th 1982 – Colour TV introducedRadio commercials introducedNRS III by IMRBColour Printing more popular
Cont’dRegional broadcasts, expansion of radio Formation of Indian chapter of
International Advertising AssociationFormation of ASCIAdoption of a new codeConcept of sponsored programmes on TV
1990’sNRS IV ( 2 surveys – ORG and IMRB-MARG)Niche magazinesEmphasis on Direct marketingSatellite TVCNN – 1st channel to be beamed to IndiaStar bouquetZee bouquetDD Metro to counter satellite channels
Cont’dDD Audience surveys Movie channels and pay channelsFM RadioEmphasis on Brand EquityInternationalisation of AdvertisingNRS VIRS surveyConsumer Tracking and Satisfaction
studies
2000NRS VICASInternationalisation of domestic agenciesNet AdvertisingThe role of the advertising agency –
changing to that of a marketing consultant
Major Add Agencies of India
Ogilvy & MatherJWT Mudra Communications FCB Ulka Advertising Limited Rediffusion DY & R McCann Erickson India Limited RK Swamy BBDO Advertising Limited Grey Worldwide (India) Private LimitedLeo Burnett India Pvt. Ltd.Contract Advertising India.
Worlds top 10 Advertising Companies
AmerediaArnold WorldwideBBDODoyle Dane BernbachGoodby Silverstein & PartnersN.W. Ayer & SonOgilvy & MatherSaatchi and SaatchiPartnership AdvertisingWieden+Kennedy
h