BySankalp dheer

Hari shankar nandaAstha malik

Naman kr kulshreshthaAbhinav singh

Kush sachdeva

Advertising & media industry

4

3

2

1

“ Never write an advertisement which you wouldn't want your

family to read.  You wouldn't tell lies to your own

wife.  Don't tell them to mine.” 

PERCEPTION

80% of CEO’s believe their brand provides a Superior Customer support & service

8 % of their customers agree

(BAIN & COMPANY)

WHAT IS SERVICE?

“A service is an activity or benefit that one party can offer to another that is essentially intangible and does not result in the ownership of anything.”

7 P’s OF SERVICE

MARKETING IN

ADVETISEMENT

19291935

1939

PRODUCT

Prices aren’t what they used to be

PRICE

PLACE

place

Time slots

Article space

SMS

Billboard

Web space

vikramthadeshvar@hotmail.com

• Real billboard wars in Mumbai, India where three Indian airlines battle it out on the streets.

• Jet Airways started and Kingfisher responded and lastly GoAir had the last laugh.

• Creative advertisement war at its best.

vikramthadeshvar@hotmail.com

• Interesting advertisement by the agency Saatchi & Saatchi Amsterdam for Cordaid/People in Need that shows what the value of a handbag is in relative to the less fortunate.

PROMOTION

HOW IT WORKS

Advertiser promotes

Gains attention of audience

Positive effect on client

others(prospective clients) gains

attention

New business

PEOPLE

who are they…

Board of directors

Managing director

Creative

deptt

Productio

n deptt

Media

deptt

Marketing deptt

Research deptt

Adminstrat

ion deptt

Corporate level

Corporate level

Execution level

SERVICE TRIANGLE

STRATEGIES TO HANDLE INTERNAL CUSTOMER

• Tr

• Include them in company’s vision

• Empowerment

• Position your company as the best employer

• Employee retention

PROCESS & PHYSICAL EVIDENCE

SERVICE BLUE PRINT

Points of

contact

Physical evidenc

e

process

SERVICE BLUE PRINT

GENERIC TO

ADVERTISING

INDUSTRY

Supp

ort

serv

ices

Back

stag

ecu

stom

eron

stag

e

Cont

act e

mpl

oyee

Phys

ical

ev

iden

ce

Line of interaction

Line of visibility

Contacting clients Giving brief

Accounts deptt- analysis of brief

Client service deptt

In house research

Makes preliminary

research

Outsourcing research

Producing the

copy

Advertising plan

Giving approval

Buying space & time and launching

Line of internal interaction

Delivery of the

product

Attire of personnel, set up place of

rendezvous

Agreement paper, brief note

Advertising blueprint

Media of exposure

The Consumer is Tuning Out

• In 1965, 80% of 18-49 year-olds in the US could be reached with three 60-second TV spots. In 2002, it required 117 prime-time commercials to do the same.” (Jim Stengel, Global Marketing Officer, P&G)

• A US hour of prime time TV carried 21 minutes of advertising, Late Night network shows like Leno or Letterman carry 31:27 (TNS Media Intelligence, Q1 2006)

• Big Six study (US): People with DVR’s watch 12% more TV, yet 90% of them adskip (Germany : 88.2%)

• 78.2% of Germans are irritated by advertising, only 24% actually still watches it (GfK Marktforschung)

• 85% of Chinese stop watching TV during commercial breaks. More than half change the channel, while the rest do housework, eat, chat or use the bathroom. (McKinsey & Co.)

“Today's marketing model is broken. We're applying antiquated thinking and work systems to a new world of possibilities."

Jim Stengel, Global Marketing Officer P&G

Last Year

“Online video ads are quickly becoming the medium of choice to drive both brand awareness and sales.”(2009)

67% of marketers report they will increase their social media advertising budget in 2010

“With young adults now spending on average six hours a week gaming, advertisers should be excited at how well their messages were embraced and the brands positively perceived” (2010)

Text-link ads

Pop-ups/pop-unders

Rich media ads

Banner ads

Contextual targeting

Paid search ads

Email marketing-house list

Behavioral targeting

SEO

0% 10% 20% 30% 40% 50% 60%

0%

22%

38%

14%

31%

52%

47%

36%

33%

0%

15%

28%

12%

29%

49%

47%

34%

45%

23%

0%

7%

10%

21%

34%

42%

44%

57%

Online tactics in terms of ROI (2009-2010)

2010 2009 2008

NEX-GEN ADVERTISEMENT

2000’s

Who is Generation Y?• 96 million people born between 1978 – 2010• Millennial, Net Generation, Echo Boomers, Google

Generation, ingeneration• Ongoing debate about where to begin and end a

generation.

UNDERSTANDING CURRENT MEDIA ANDCONSUMER TRENDS

DIGITAL AD’S

Ballyhoo & Connoisseur

PRINTING ADVERTISEMENTS ERAFirst named "Pemberton's French Wine Coca," the 'nerve remedy' was widely distributed at

apothecaries throughout Atlanta

TELEVISION ADVERTISEMENT ERAFirst TV ad broadcast in the UK was on ITV on 21 September 1955, advertising Gibbs S.R

toothpaste

INTERNET ADVERTISEMENT ERAExamples of online advertising include contextual ads on search engine results pages, banner ads, Rich Media Ads, Social network advertising, interstitial ads, online classified

advertising, advertising networks and e-mail marketing, including e-mail spam.

RADIO ADVERTISEMENTS ERAThe first radio broadcasts aired in the early 1900’s. However, it wasn’t until 1919 that radio

stations began to broadcast continuously

These are some of the more interesting ads around like the Nike ad.

1. Ogilvy & Mather 11.Euro RSCG

Advertising Pvt. Ltd.2. J Walter Thompson India

12.Pressman Advertising & Marketing Ltd.3. Mudra Communications Pvt. Ltd.

13.MAA4. FCB-Ulka Advertising Ltd.

14.Oberoi Multimedia Ltd. 5. Rediffusion-DY&R

15.Triton Communication Pvt. Ltd. 6. McCann-Erickson India Ltd.

16.Ambience D’Arcy Advertising Pvt. Ltd. 7. RK Swamy/BBDO Advertising Ltd.

17.Bates India. 8. Grey Worldwide (I) Pvt. Ltd.

18.Percept Advertising Ltd. 9. Leo Burnett India Pvt. Ltd

19.TBWA Anthem Pvt. Ltd. 10. Contract Advertising India Ltd.

20.Everest Integrated Communications Pvt. Ltd