Industry & Cmpny Prof

8/8/2019 Industry & Cmpny Prof

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ADVERTISING INDUSTRY

Advertising is a form of communication that typically attempts to persuade potential

customers to purchase or to consume more of a particularbrand ofproduct orservice.

Many advertisements are designed to generate increased consumption of those

products and services through the creation and reinvention of the "brand image". For

these purposes, advertisements sometimes embed their persuasive message with

factual information. Every major medium is used to deliver these messages, including

television, radio, cinema, magazines, newspapers, video games, the Internet, carrierbags and billboards. Advertising is often placed by an advertising agency on behalf of a

company or other organization.

Organizations that frequently spend large sums of money on advertising that sells what

is not, strictly speaking, a product or service include political parties, interest groups,

religious organizations, and military recruiters. Non-profit organizations are not typical

advertising clients, and may rely on free modes of persuasion, such as public service

announcements.

Money spent on advertising has increased dramatically in recent years. In 2007,

spending on advertising has been estimated at over $150 billion in the United States

and $385 billion worldwide, and the latter to exceed $450 billion by 2010.

Advertising is a service industry geared towards the communication of information and

ideas to and on behalf of others. It is the main arm of marketing, involved in the

communication of information and ideas to and on behalf of others for promoting goods

and services in order to optimize sales or levels of awareness. Advertising is not an end

in itself but a means to build a relationship between the product and the consumer.
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Advertising plays a significant role in todays highly competitive world. A career in

advertisement is quite glamorous and at the same time challenging with more and more

agencies opening up every day. Whether its brands, companies, personalities or even

voluntary or religious organizations, all of them use some form of advertising in order to

be able to communicate with the target audience. It is an ideal profession for a creative

individual who can handle work-pressure.

An Advertising agency or Ad agency is a service business dedicated to creating,

planning and handling advertising (and sometimes other forms of promotion) for its

clients. An ad agency is independent from the client and provides an outside point of

view to the effort of selling the client's products or services. An agency can also handle

overall marketing and branding strategies and sales promotions for its clients.

Typical ad agency clients include businesses and corporations, non-profit organizations

and government agencies. Agencies may be hired to produce an advertising campaign.

The primary functions of advertising agencies are planning and creating advertising

campaigns for clients and placing advertisements in various media. Planning consists of

researching the market for a given product or service, assessing alternative methods of

distribution and choosing the most effective way to reach the market. The agency thencreates the advertising campaign and contracts for time and space with selected media.

The ultimate objectives of advertising agencies include helping advertisers attain sales

objectives, market share and long-term profitability (Outlook).

Advertising industry is a rapidly growing industry and determines to a considerable

extent the GDP or the gross domestic product of any country. The advertising industry

besides functioning as an intermediate between the manufacturers and the customers

plays an important role in the economy of the country. This industry necessitates

investment for funding different resources. One cannot measure the degree of

development by interpretation of inputs in the economy which yields some production.
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In the event when consumption levels far exceed than what is reckoned, this is not a

means of triggering or bringing about transformation in the culture, society or

development in human resources or economy. What the time demands is optimum and

efficient execution of advertising projects by involving appropriate technology along

scientific lines.

INDIAN ADVERTISING INDUSTRY

The Indian advertising industry is talking business today. It has evolved from being a

small-scale business to a full-fledged industry. It has emerged as 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.

Indian advertising industry with an estimated value of es13, 200-crore has made jaws

drop and set eyeballs gazing with some astonishing pieces of work that it has given in

the recent past. The creative minds that the Indian advertising industry incorporates

have come up with some mind-boggling concepts and work that can be termed as

masterpieces in the field of advertising.

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 Ericson, 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.
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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 that include client servicing, media planning,

media buying, creative conceptualization, pre and post campaign analysis, market

research, marketing, branding, and public relation services.

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. If the experts are to be

believed then the industry in the coming times will form a major contribution to the GDP.

With al this there is definitely no looking back for the Indian advertising industry that is

all set to win accolades from the world over.

The Indian advertising industry is expected to grow 61% by 2010 (with advertising

spend climbing to Rs. 36,731 crore).

As per report by Zenith OptiMedia, expect advertising expenditure in India to increase

from 0.50% of the gross domestic product (GDP) to 0.53% over the next three years,

Worldwide, the ad industry is expected to grow 6.7% to reach $61 billion and Internet

advertising is expected to surpass magazine advertising; and the upswing will be

triggered by quadrennial events like Olympics, US elections and Euro 2008.

As far as Indian market is concerned:

Internet advertising contributes only 1.8 % of the countrys total advertising

spend.

Internet medium is set to witness 150 per cent growth in 2008.

For every hundred rupees spent by advertisers, Rs 91 is spent on television and the

print media while the outdoor media accounts for Rs 5. The rest is divided between

cinema, radio and the Internet. (The Indian entertainment industry, too is expected to

grow by CAGR of 18% to reach Rs. 1 trillion numbers by 2011).
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Though these numbers may sound great (and most of the times theoretical), what is

really important and worth noticing is the rise of ad networks by

newspapers/magazines worldwide (after all they are the ones who have a strong

relationship with local advertisers as well as readers) which are essentially competing

with ad networks from Google/Yahoo/MSN and online companies.

GLOBAL ADVERTISING INDUSTRY.

The global advertising industry is showing definite signs of a recovery, after one of the

worst-ever slumps in advertising. Media-buying firms, TV broadcasters and radio and

billboard companies are making positive noises about the future. Print advertising looks

more promising and several US magazines saw ad pages increase quite dramatically.

The future of the ad industry is not in doubt - things will get better, but only companies

that have positioned themselves correctly will be able to capitalize on the upswing. To

do this, many firms are looking toward technology as the point of departure for huge

returns. The convergence of the Internet with television, the growth of wireless

communication, and the increasing use of digital video recorders all offer new avenues

and challenges for advertisers. Further consolidation across national borders is also

expected as ad firms try to deliver global capabilities in an increasingly competitivemarket.


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HISTORY

Edo periodadvertising flyer from 1806 for a traditional medicine called Kinseitan

Egyptians used papyrus to make sales messages and wall posters. Commercial

messages and political campaign displays have been found in the ruins ofPompeiiand

ancient Arabia. Lost and found advertising on papyrus was common in Ancient Greece

and Ancient Rome. Wall or rock painting for commercial advertising is another

manifestation of an ancient advertising form, which is present to this day in many parts

of Asia, Africa, and South America. The tradition of wall painting can be traced back to

Indian rock art paintings that date back to 4000 BCE.

As the towns and cities of the Middle Ages began to grow, and the general populace

was unable to read, signs that today would say cobbler, miller, tailor or blacksmith

would use an image associated with their trade such as a boot, a suit, a hat, a clock, a

diamond, a horse shoe, a candle or even a bag of flour. Fruits and vegetables were sold

in the city square from the backs of carts and wagons and their proprietors used street

callers or town criers to announce their whereabouts for the convenience of thecustomers.

As education became an apparent need and reading, as well printing developed,

advertising expanded to include handbills. In the 17th century advertisements started to

appear in weekly newspapers in England. These early print advertisements were used
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mainly to promote books and newspapers, which became increasingly affordable with

advances in the printing press; and medicines, which were increasingly sought after as

disease ravaged Europe. However, false advertising and so-called "quack"

advertisements became a problem, which ushered in the regulation of advertising

content.

As the economy expanded during the 19th century, advertising grew alongside. In the

United States, the success of this advertising format eventually led to the growth of

mail-order advertising.

In June 1836, French newspaperLa Presse is the first to include paid advertising in its

pages, allowing it to lower its price, extend its readership and increase its profitability

and the formula was soon copied by all titles. Around 1840, Volney Palmerestablished

a predecessor to advertising agencies in Boston. Around the same time, in France,

Charles-Louis Havas extended the services of his news agency, Havas to include

advertisement brokerage, making it the first French group to organize. At first, agencies

were brokers for advertisement space in newspapers. N. W. Ayer & Son was the first

full-service agency to assume responsibility for advertising content. N.W. Ayer opened

in 1869, and was located in Philadelphia.
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An 1895 advertisement for a weight gain product.

At the turn of the century, there were few career choices for women in business;

however, advertising was one of the few. Since women were responsible for most of the

purchasing done in theirhousehold, advertisers and agencies recognized the value of

women's insight during the creative process. In fact, the first American advertising to

use a sexual sell was created by a woman for a soap product. Although tame by

today's standards, the advertisement featured a couple with the message "The skin you

love to touch".

In the early 1920s, the first radio stations were established by radio equipment

manufacturers and retailers who offered programs in order to sell more radios to

consumers. As time passed, many non-profit organizations followed suit in setting up

their own radio stations, and included: schools, clubs and civic groups. When the

practice of sponsoring programs was popularized, each individual radio program was

usually sponsored by a single business in exchange for a brief mention of the business

name at the beginning and end of the sponsored shows. However, radio station owners
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soon realized they could earn more money by selling sponsorship rights in small time

allocations to multiple businesses throughout their radio station's broadcasts, rather

than selling the sponsorship rights to single businesses per show.

A print advertisement for the 1913 issue of the Encyclopaedia Britannica

This practice was carried over to television in the late 1940s and early 1950s. A fierce

battle was fought between those seeking to commercialize the radio and people who

argued that the radio spectrum should be considered a part of the commons to be

used only non-commercially and for the public good. The United Kingdom pursued a

public funding model for the BBC, originally a private company, the British Broadcasting

Company, but incorporated as a public body by Royal Charter in 1927. In Canada,

advocates like Graham Spry were likewise able to persuade the federal government to

adopt a public funding model, creating the Canadian Broadcasting Corporation.

However, in the United States, the capitalist model prevailed with the passage of the

Communications Act of 1934 which created the Federal Communications Commission.

To placate the socialists, the U.S. Congress did require commercial broadcasters to

operate in the "public interest, convenience, and necessity". Public broadcasting now

exists in the United States due to the 1967 Public Broadcasting Act which led to the

Public Broadcasting Service and National Public Radio.

In the early 1950s, the DuMont Television Network began the modern trend of selling

advertisement time to multiple sponsors. Previously, DuMont had trouble finding

sponsors for many of their programs and compensated by selling smaller blocks of

advertising time to several businesses. This eventually became the standard for the

commercial television industry in the United States. However, it was still a common
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practice to have single sponsor shows, such as The United States Steel Hour. In some

instances the sponsors exercised great control over the content of the show - up to and

including having one's advertising agency actually writing the show. The single sponsor

model is much less prevalent now, a notable exception being the Hallmark Hall of

Fame.

The 1960s saw advertising transform into a modern approach in which creativity was

allowed to shine, producing unexpected messages that made advertisements more

tempting to consumers' eyes. The Volkswagenad campaignfeaturing such headlines

as "Think Small" and "Lemon" (which were used to describe the appearance of the car)

ushered in the era of modern advertising by promoting a "position" or "unique selling

proposition" designed to associate each brand with a specific idea in the reader orviewer's mind. This period of American advertising is called the Creative Revolution and

its archetype was William Bernbach who helped create the revolutionary Volkswagen

ads among others. Some of the most creative and long-standing American advertising

dates to this period.

The late 1980s and early 1990s saw the introduction ofcable television and particularly

MTV. Pioneering the concept of the music video, MTV ushered in a new type of

advertising: the consumer tunes in for the advertising message, rather than it being a

by-product or afterthought. As cable and satellite television became increasingly

prevalent, specialty channels emerged, including channels entirely devoted to

advertising, such as QVC, Home Shopping Network, and Shop TV Canada.

Marketing through the Internet opened new frontiers for advertisers and contributed to

the "dot-com" boom of the 1990s. Entire corporations operated solely on advertising

revenue, offering everything from coupons to free Internet access. At the turn of the

21st century, a number of websites including the search engine Google, started a

change in online advertising by emphasizing contextually relevant, unobtrusive ads

intended to help, rather than inundate, users. This has led to a plethora of similar efforts

and an increasing trend ofinteractive advertising.
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The share of advertising spending relative to GDP has changed little across large

changes inmedia. For example, in the U.S. in 1925, the main advertising media were

newspapers, magazines, signs on streetcars, and outdoor posters. Advertising

spending as a share of GDP was about 2.9 percent. By 1998, television and radio had

become major advertising media. Nonetheless, advertising spending as a share of GDP

was slightly lowerabout 2.4 percent.

A recent advertising innovation is "guerrilla marketing", which involve unusual

approaches such as staged encounters in public places, giveaways of products such as

cars that are covered with brand messages, and interactive advertising where the

viewer can respond to become part of the advertising message. This reflects an

increasing trend of interactive and "embedded" ads, such as via product placement,having consumers vote through text messages, and various innovations utilizing social

network services such as MySpace.

There are four very influential inventions that have shaped the media and thus the

advertising industry - the printing press, radio, television and the Internet. The printing

press made the wide dissemination of information with words on paper possible, mainly

advertisements in newspapers and magazines. Selling material had to be created and

advertising agencies were born.

The first advertising agency, Volney B. Palmer, was opened in Philadelphia in 1841. By

1861 there were 20 advertising agencies in New York City alone. Among them was J.

Walter Thompson, today the oldest American advertising agency in continuous

existence. Radio became a commercial medium in the 1920s. For the first time,

advertising could be heard, not just seen. Soap operas, music, and serial adventures

populated the new medium, and as radios appeared in virtually every home in America,

sales of products advertised on the air soared.

Advertisers rushed to write infectious advertising jingles, an art form that still has its

place in the advertising repertoire of today. Then television changed everything.

Although TV was invented in the 1920s, it didn't become a mass commercial medium
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until the 1950s when the prices of television sets began to approach affordability. Print

and radio had to take a back seat because, for the first time, commercials were

broadcast with sight, sound and motion. The effect of the television on the advertising

industry and the way products were sold was remarkable. Advertising agencies not only

had to learn how to produce these mini movies in units of 30 and 60 seconds, they had

to learn to effectively segment the audience and deliver the right commercial message

to the right group of consumers. Cable television was the next great innovation, offering

a greater variety of channels with more specific program offerings. That allowed

advertisers to narrowcast. Before the advent of cable television, the networks attempted

to reach demographics by airing at different times throughout the broadcast period.

Soap operas were broadcast during the day to reach women, news in the evening to

reach an older target audience. Cable television, on the other hand, brought with it

channels like MTV that catered to young music lovers, ESPN, for (typically) male sports

fans, and the Food Network, for people who love cooking (or at least love to watch

others cook). These new advertising channels were delightful for advertisers who

wished to target certain audiences with specific interests, though less so for the

networks who saw their share of ad revenue dwindle.

TYPES OF ADVERTISING

Media

Paying people to hold signs is one of the oldest forms of advertising, as with this Human

directional pictured above
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A bus with an advertisement for GAP in Singapore. Buses and other vehicles are popular

mediums for advertisers.

A DBAG Class 101 with UNICEF ads at Ingolstadt main railway station.

Commercial advertising media can include wall paintings, billboards, street furniture

components, printed flyers and rack cards, radio, cinema and television adverts, web

banners, mobile telephone screens, shopping carts, web popups, skywriting, bus stop

benches, human billboards, magazines, newspapers, town criers, sides of buses,

banners attached to or sides of airplanes ("logo jets"), in-flight advertisements onseatback tray tables or overhead storage bins, taxicab doors, roof mounts and

passenger screens, musical stage shows, subway platforms and trains, elastic bands

on disposable diapers, stickers on apples in supermarkets, shopping cart handles

(grabertising), the opening section ofstreaming audio and video, posters, and the backs

of event tickets and supermarket receipts. Any place an "identified" sponsor pays to

deliver their message through a medium is advertising.

One way to measure advertising effectiveness is known as Ad Tracking. This

advertising research methodology measures shifts in target market perceptions about

the brand and product or service. These shifts in perception are plotted against the

consumers levels of exposure to the companys advertisements and promotions.
http://en.wikipedia.org/wiki/Bushttp://en.wikipedia.org/wiki/Gap_(clothing_retailer)http://en.wikipedia.org/wiki/Singaporehttp://en.wikipedia.org/wiki/DBAG_Class_101http://en.wikipedia.org/wiki/Muralhttp://en.wikipedia.org/wiki/Rack_cardhttp://en.wikipedia.org/wiki/Web_bannerhttp://en.wikipedia.org/wiki/Web_bannerhttp://en.wikipedia.org/wiki/Pop-up_adhttp://en.wikipedia.org/wiki/Skywritinghttp://en.wikipedia.org/wiki/Human_billboardhttp://en.wikipedia.org/wiki/Logojethttp://en.wikipedia.org/wiki/In-flight_advertisinghttp://en.wikipedia.org/wiki/Tray-tablehttp://en.wikipedia.org/wiki/Cabvisionhttp://en.wikipedia.org/wiki/Supermarkethttp://en.wikipedia.org/wiki/Shopping_carthttp://en.wikipedia.org/wiki/Streaming_mediahttp://en.wikipedia.org/wiki/Ad_Trackinghttp://en.wikipedia.org/wiki/Advertising_researchhttp://en.wikipedia.org/wiki/Marketinghttp://en.wikipedia.org/wiki/File:101_016_DRI_Ingolstadt.jpghttp://en.wikipedia.org/wiki/File:Volvo_B9TL_SBS_Transit_SBS7357B.jpghttp://en.wikipedia.org/wiki/Bushttp://en.wikipedia.org/wiki/Gap_(clothing_retailer)http://en.wikipedia.org/wiki/Singaporehttp://en.wikipedia.org/wiki/DBAG_Class_101http://en.wikipedia.org/wiki/Muralhttp://en.wikipedia.org/wiki/Rack_cardhttp://en.wikipedia.org/wiki/Web_bannerhttp://en.wikipedia.org/wiki/Web_bannerhttp://en.wikipedia.org/wiki/Pop-up_adhttp://en.wikipedia.org/wiki/Skywritinghttp://en.wikipedia.org/wiki/Human_billboardhttp://en.wikipedia.org/wiki/Logojethttp://en.wikipedia.org/wiki/In-flight_advertisinghttp://en.wikipedia.org/wiki/Tray-tablehttp://en.wikipedia.org/wiki/Cabvisionhttp://en.wikipedia.org/wiki/Supermarkethttp://en.wikipedia.org/wiki/Shopping_carthttp://en.wikipedia.org/wiki/Streaming_mediahttp://en.wikipedia.org/wiki/Ad_Trackinghttp://en.wikipedia.org/wiki/Advertising_researchhttp://en.wikipedia.org/wiki/Marketing


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The purpose of Ad Tracking is generally to provide a measure of the combined effect of

the media weight or spending level, the effectiveness of the media buy or targeting, and

the quality of the advertising executions or creative.

Covert advertising

Covert advertising is when a product or brand is embedded in entertainment and media.

For example, in a film, the main character can use an item or other of a definite

brand, as in the movie Minority Report, where Tom Cruise's character John

Anderton owns a phone with the Nokia logo clearly written in the top corner, or

his watch engraved with the Bulgari logo. Another example of advertising in

film is in I, Robot, where main character played by Will Smith mentions his

Converse shoes several times, calling them "classics," because the film is set

far in the future. I, Robot and Spaceballs also showcase futuristic cars with the

Audiand Mercedes-Benz logos clearly displayed on the front of the vehicles.

Cadillac chose to advertise in the movie The Matrix Reloaded, which as a

result contained many scenes in which Cadillac cars were used. Similarly,

product placement forOmega Watches, Ford,VAIO, BMWandAston Martin

cars are featured in recent James Bond films, most notably Casino Royale.

Blade Runner includes some of the most obvious product placement; thewhole film stops to show aCoca-Cola billboard.

Television commercials

The TV commercial is generally considered the most effective mass-market advertising

format, as is reflected by the high prices TV networks charge for commercial

airtime during popular TV events. The annual Super Bowl football game in

the United States is known as the most prominent advertising event on

television. The average cost of a single thirty-second TV spot during this game

has reached $3 million (as of 2009).

The majority of television commercials features a song orjingle that listeners soon

relate to the product.
http://en.wikipedia.org/wiki/Advertising_media_selectionhttp://en.wikipedia.org/wiki/Minority_Report_(film)http://en.wikipedia.org/wiki/Tom_Cruisehttp://en.wikipedia.org/wiki/Tom_Cruisehttp://en.wikipedia.org/wiki/Nokiahttp://en.wikipedia.org/wiki/Bulgarihttp://en.wikipedia.org/wiki/I,_Robot_(film)http://en.wikipedia.org/wiki/I,_Robot_(film)http://en.wikipedia.org/wiki/Will_Smithhttp://en.wikipedia.org/wiki/Converse_(shoe_company)http://en.wikipedia.org/wiki/Spaceballshttp://en.wikipedia.org/wiki/Audihttp://en.wikipedia.org/wiki/Mercedes-Benzhttp://en.wikipedia.org/wiki/Cadillachttp://en.wikipedia.org/wiki/The_Matrix_Reloadedhttp://en.wikipedia.org/wiki/The_Matrix_Reloadedhttp://en.wikipedia.org/wiki/Omega_SAhttp://en.wikipedia.org/wiki/Ford_Motor_Companyhttp://en.wikipedia.org/wiki/VAIOhttp://en.wikipedia.org/wiki/VAIOhttp://en.wikipedia.org/wiki/BMWhttp://en.wikipedia.org/wiki/BMWhttp://en.wikipedia.org/wiki/Aston_Martinhttp://en.wikipedia.org/wiki/James_Bondhttp://en.wikipedia.org/wiki/Casino_Royale_(2006_film)http://en.wikipedia.org/wiki/Blade_Runnerhttp://en.wikipedia.org/wiki/Coca-Colahttp://en.wikipedia.org/wiki/Coca-Colahttp://en.wikipedia.org/wiki/Broadcastinghttp://en.wikipedia.org/wiki/Super_Bowlhttp://en.wikipedia.org/wiki/American_footballhttp://en.wikipedia.org/wiki/Jinglehttp://en.wikipedia.org/wiki/Advertising_media_selectionhttp://en.wikipedia.org/wiki/Minority_Report_(film)http://en.wikipedia.org/wiki/Tom_Cruisehttp://en.wikipedia.org/wiki/Nokiahttp://en.wikipedia.org/wiki/Bulgarihttp://en.wikipedia.org/wiki/I,_Robot_(film)http://en.wikipedia.org/wiki/Will_Smithhttp://en.wikipedia.org/wiki/Converse_(shoe_company)http://en.wikipedia.org/wiki/Spaceballshttp://en.wikipedia.org/wiki/Audihttp://en.wikipedia.org/wiki/Mercedes-Benzhttp://en.wikipedia.org/wiki/Cadillachttp://en.wikipedia.org/wiki/The_Matrix_Reloadedhttp://en.wikipedia.org/wiki/Omega_SAhttp://en.wikipedia.org/wiki/Ford_Motor_Companyhttp://en.wikipedia.org/wiki/VAIOhttp://en.wikipedia.org/wiki/BMWhttp://en.wikipedia.org/wiki/Aston_Martinhttp://en.wikipedia.org/wiki/James_Bondhttp://en.wikipedia.org/wiki/Casino_Royale_(2006_film)http://en.wikipedia.org/wiki/Blade_Runnerhttp://en.wikipedia.org/wiki/Coca-Colahttp://en.wikipedia.org/wiki/Broadcastinghttp://en.wikipedia.org/wiki/Super_Bowlhttp://en.wikipedia.org/wiki/American_footballhttp://en.wikipedia.org/wiki/Jingle


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Virtual advertisements may be inserted into regular television programming through

computer graphics. It is typically inserted into otherwise blank backdrops or used to

replace local billboards that are not relevant to the remote broadcast audience. More

controversially, virtual billboards may be inserted into the background where none exist

in real-life. Virtual product placement is also possible.

Infomercials

There are two types of infomercials, described as long form and short form. Long form

infomercials have a time length of 30 minutes. Short form infomercials are 30 seconds

to 2 minutes long. Infomercials are also known as direct response television (DRTV)

commercials ordirect response marketing.

The main objective in an infomercial is to create an impulse purchase, so that the

consumer sees the presentation and then immediately buys the product through the

advertised toll-free telephone number or website. Infomercials describe, display, and

often demonstrate products and their features, and commonly have testimonials from

consumers and industry professionals.

Celebrities

This type of advertising focuses upon using celebrity power, fame, money, popularity to

gain recognition for their products and promote specific stores or products.

Advertisers often advertise their products, for example, when celebrities share

their favourite products or wear clothes by specific brands or designers.

Celebrities are often involved in advertising campaigns such as television or

print adverts to advertise specific or general products.

Media and advertising approaches

Increasingly, other media are overtaking television because of a shift towards

consumer's usage of the Internet as well as devices such as TiVo.
http://en.wikipedia.org/wiki/Infomercialhttp://en.wikipedia.org/wiki/Direct_response_televisionhttp://en.wikipedia.org/wiki/Direct_response_marketinghttp://en.wikipedia.org/wiki/Impulse_purchasehttp://en.wikipedia.org/wiki/Toll-free_telephone_numberhttp://en.wikipedia.org/wiki/Websitehttp://en.wikipedia.org/wiki/TiVohttp://en.wikipedia.org/wiki/Infomercialhttp://en.wikipedia.org/wiki/Direct_response_televisionhttp://en.wikipedia.org/wiki/Direct_response_marketinghttp://en.wikipedia.org/wiki/Impulse_purchasehttp://en.wikipedia.org/wiki/Toll-free_telephone_numberhttp://en.wikipedia.org/wiki/Websitehttp://en.wikipedia.org/wiki/TiVo


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Advertising on the World Wide Web is a recent phenomenon. Prices of Web-based

advertising space are dependent on the "relevance" of the surrounding web content and

the traffic that the website receives. E-mail advertising is another recent phenomenon.

Unsolicited bulk E-mail advertising is known as "spam".

Some companies have proposed placing messages or corporate logos on the side of

booster rockets and the International Space Station. Controversy exists on the

effectiveness ofsubliminal advertisingand the pervasiveness of mass messages.Unpaid advertising (also called publicity advertising), can provide good exposure at

minimal cost. Personal recommendations ("bring a friend", "sell it"), spreading buzz, or

achieving the feat of equating a brand with a common noun (in the United States,

"Xerox" = "photocopier", "Kleenex" = tissue, "Vaseline" = petroleum jelly, "Hoover" =

vacuum cleaner, "Nintendo" (often used by those exposed to many video games) =

video games, and "Band-Aid" = adhesive bandage) these can be seen as the

pinnacle of any advertising campaign. However, some companies oppose the use of

their brand name to label an object. Equating a brand with a common noun also risks

turning that brand into a genericized trademark - turning it into a generic term which

means that its legal protection as a trademark is lost.

As the mobile phone became a new mass media in 1998 when the first paid

downloadable content appeared on mobile phones in Finland, it was only a matter of

time until mobile advertising followed, also first launched in Finland in 2000. By 2007 the

value of mobile advertising had reached $2.2 billion and providers such as Admob

delivered billions of mobile ads.

More advanced mobile ads include banner ads, coupons, Multimedia Messaging

Service picture and video messages, advergames and various engagement marketing

campaigns. A particular feature driving mobile ads is the 2D Barcode, which replaces

the need to do any typing of web addresses, and uses the camera feature of modern

phones to gain immediate access to web content. 83 percent of Japanese mobile phone

users already are active users of 2D barcodes.
http://en.wikipedia.org/wiki/World_Wide_Webhttp://en.wikipedia.org/wiki/E-mailhttp://en.wikipedia.org/wiki/Types_of_business_entityhttp://en.wikipedia.org/wiki/Logohttp://en.wikipedia.org/wiki/Rockethttp://en.wikipedia.org/wiki/International_Space_Stationhttp://en.wikipedia.org/wiki/Controversyhttp://en.wikipedia.org/wiki/Subliminal_messagehttp://en.wikipedia.org/wiki/Publicityhttp://en.wikipedia.org/wiki/Xeroxhttp://en.wikipedia.org/wiki/Photocopierhttp://en.wikipedia.org/wiki/Kleenexhttp://en.wikipedia.org/wiki/Facial_tissuehttp://en.wikipedia.org/wiki/Vaselinehttp://en.wikipedia.org/wiki/Petroleum_jellyhttp://en.wikipedia.org/wiki/The_Hoover_Companyhttp://en.wikipedia.org/wiki/Vacuum_cleanerhttp://en.wikipedia.org/wiki/Nintendohttp://en.wikipedia.org/wiki/Video_gameshttp://en.wikipedia.org/wiki/Band-Aidhttp://en.wikipedia.org/wiki/Adhesive_bandagehttp://en.wikipedia.org/wiki/Genericized_trademarkhttp://en.wikipedia.org/wiki/Trademarkhttp://en.wikipedia.org/wiki/Mobile_phonehttp://en.wikipedia.org/wiki/Finlandhttp://en.wikipedia.org/wiki/Mobile_advertisinghttp://en.wikipedia.org/wiki/Multimedia_Messaging_Servicehttp://en.wikipedia.org/wiki/Multimedia_Messaging_Servicehttp://en.wikipedia.org/wiki/Barcode#2D_barcodeshttp://en.wikipedia.org/wiki/World_Wide_Webhttp://en.wikipedia.org/wiki/E-mailhttp://en.wikipedia.org/wiki/Types_of_business_entityhttp://en.wikipedia.org/wiki/Logohttp://en.wikipedia.org/wiki/Rockethttp://en.wikipedia.org/wiki/International_Space_Stationhttp://en.wikipedia.org/wiki/Controversyhttp://en.wikipedia.org/wiki/Subliminal_messagehttp://en.wikipedia.org/wiki/Publicityhttp://en.wikipedia.org/wiki/Xeroxhttp://en.wikipedia.org/wiki/Photocopierhttp://en.wikipedia.org/wiki/Kleenexhttp://en.wikipedia.org/wiki/Facial_tissuehttp://en.wikipedia.org/wiki/Vaselinehttp://en.wikipedia.org/wiki/Petroleum_jellyhttp://en.wikipedia.org/wiki/The_Hoover_Companyhttp://en.wikipedia.org/wiki/Vacuum_cleanerhttp://en.wikipedia.org/wiki/Nintendohttp://en.wikipedia.org/wiki/Video_gameshttp://en.wikipedia.org/wiki/Band-Aidhttp://en.wikipedia.org/wiki/Adhesive_bandagehttp://en.wikipedia.org/wiki/Genericized_trademarkhttp://en.wikipedia.org/wiki/Trademarkhttp://en.wikipedia.org/wiki/Mobile_phonehttp://en.wikipedia.org/wiki/Finlandhttp://en.wikipedia.org/wiki/Mobile_advertisinghttp://en.wikipedia.org/wiki/Multimedia_Messaging_Servicehttp://en.wikipedia.org/wiki/Multimedia_Messaging_Servicehttp://en.wikipedia.org/wiki/Barcode#2D_barcodes


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A new form of advertising that is growing rapidly is social network advertising. It is

online advertising with a focus on social networking sites. This is a relatively immature

market, but it has shown a lot of promises as advertisers are able to take advantage of

the demographic information the user has provided to the social networking site.

Friendertising is a more precise advertising term in which people are able to direct

advertisements toward others directly using social network service.

From time to time, The CW Television Network airs short programming breaks called

"Content Wraps," to advertise one company's product during an entire commercial

break. The CW pioneered "content wraps" and some products featured were Herbal

Essences, Crest, Guitar Hero II, CoverGirl, and recently Toyota.

Recently, there appeared a new promotion concept, "ARvertising"; its supported on

Augmented Reality technology.

GROWTH OF INDIAN ADVERTISING INDUSTRY

The Indian advertising industry comprises establishments that create and sell

advertisements for media such as newspapers, periodicals, radio, and television. The

Indian advertising industry has been evolving at a fast pace over the past few years

owing to an increase in the forms of media and communication and the emergence of

new distribution channels. In 2005, this industry experienced a growth of 10%. Currently

India has a low advertising spend to GDP ratio as compared to other economies.

Competition for the outsourcing business and creativity leakage represent the major

issues and implications. However, the television advertising is expected to register high

rates of growth, with India expected to become Asia's leading cable market by 2010.

The Indian advertising industry is being reshaped by regulatory and technological

changes spanning various media platforms- radio, TV, internet, print, and outdoor.

Deregulation involving FM radio, Direct-to-Home (DTH), broadband, the implementation

of the conditional access system (CAS), and foreign direct investment has laid the

foundation for faster growth of the advertising industry. Stricter norms on social

responsibility, obscenity, and ethics are altering the industry practices.
http://en.wikipedia.org/wiki/Social_network_advertisinghttp://en.wikipedia.org/wiki/Social_network_servicehttp://en.wikipedia.org/wiki/The_CW_Television_Networkhttp://en.wikipedia.org/wiki/Herbal_Essenceshttp://en.wikipedia.org/wiki/Herbal_Essenceshttp://en.wikipedia.org/wiki/Crest_(toothpaste)http://en.wikipedia.org/wiki/Guitar_Hero_IIhttp://en.wikipedia.org/wiki/CoverGirlhttp://en.wikipedia.org/wiki/Toyotahttp://en.wikipedia.org/w/index.php?title=ARvertising&action=edit&redlink=1http://en.wikipedia.org/wiki/Augmented_Realityhttp://en.wikipedia.org/wiki/Social_network_advertisinghttp://en.wikipedia.org/wiki/Social_network_servicehttp://en.wikipedia.org/wiki/The_CW_Television_Networkhttp://en.wikipedia.org/wiki/Herbal_Essenceshttp://en.wikipedia.org/wiki/Herbal_Essenceshttp://en.wikipedia.org/wiki/Crest_(toothpaste)http://en.wikipedia.org/wiki/Guitar_Hero_IIhttp://en.wikipedia.org/wiki/CoverGirlhttp://en.wikipedia.org/wiki/Toyotahttp://en.wikipedia.org/w/index.php?title=ARvertising&action=edit&redlink=1http://en.wikipedia.org/wiki/Augmented_Reality


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The industry is dominated by ten agencies, who account for the majority of capitalized

billings. Top 10-15 advertisers with the biggest ad spend (like HLL, Maruti, Hero Honda,

Pepsico) wield high bargaining power and their account movement from one agency to

another alters the competitive dynamics.

ADVERTISING TRENDS

Advertising Industry trends reflect the dynamics of the advertising industry and its

contribution to the economy of the country. The advertising industry plays a significant

role in contributing to the global GDP or the gross domestic product. Advertising

industry trends suggested that advertising expenses with regard to magazines in the

beginning of 2007 escalated by 7.1% as compared to the first half of 2006. The same

period witnessed a decrease in the expenses on magazines dealing with business

articles, reports and business statistics by as much as 5.2%.

A survey conducted on the advertising industry trends also suggested that total amount

spent on advertising pertaining all categories of media registered a reduction by 0.3% in

the first three months of 2007 as compared to the last quarter of the 2006. The

advertising analysis report conducted on advertising industry trends observed that

approximately 19.2% was spent on magazines during the first 3 months of 2007. There

was an increase by 0.9% as compared to the hike registered last year during the same

time.

Studies on advertising industry trends also revealed that people are opting for surfing

the net for commodities on line as compared to the print media. Due to escalation in thecost of postage in the year 2007, a tendency might set in when the publishers may opt

for the reduction of the size of papers and decrease in paper weight. Consequently,

page volume is likely to go down by 9% by the year 2011.


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FUTURE

Global advertising

Advertising has gone through five major stages of development: domestic, export,international, multi-national, and global. Forglobal advertisers, there are four, potentially

competing, business objectives that must be balanced when developing worldwide

advertising: building a brand while speaking with one voice, developing economies of

scale in the creative process, maximizing local effectiveness of ads, and increasing the

companys speed of implementation. Born from the evolutionary stages of global

marketing are the three primary and fundamentally different approaches to the

development of global advertising executions: exporting executions, producing local

executions, and importing ideas that travel.

Advertising research is the key to determining the success of an ad in any country or

region. The ability to identify which elements and/or moments of an ad that contributes

to its success is how economies of scale are maximized. Once one knows what works

in an ad, that idea or ideas can be imported by any other market. Market research

measures, such as Flow of Attention, Flow of Emotion and branding moments provide

insight into what is working in an ad in any country or region because the measures arebased on the visual, not verbal, elements of the ad.

Trends

With the dawn of the Internet came many new advertising opportunities. Popup, Flash,

banner, Popunder, advergaming, and email advertisements (the last often being a form

of spam) are now commonplace.

The ability to record shows on digital video recorders (such as TiVo) allow users to

record the programs for later viewing, enabling them to fast forward through

commercials. Additionally, as more seasons of pre-recorded box sets are offered for

sale of television programs; fewer people watch the shows on TV. However, the fact

that these sets are sold, means the company will receive additional profits from the
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sales of these sets. To counter this effect, many advertisers have opted for product

placement on TV shows like Survivor.

Particularly since the rise of "entertaining" advertising, some people may like an

advertisement enough to wish to watch it later or show a friend. In general, the

advertising community has not yet made this easy, although some have used the

Internet to widely distribute their ads to anyone willing to see or hear them.

Another significant trend regarding future of advertising is the growing importance of the

niche market using niche or targeted ads. Also brought about by the Internet and the

theory of The Long Tail, advertisers will have an increasing ability to reach specific

audiences. In the past, the most efficient way to deliver a message was to blanket the

largest mass market audience possible. However, usage tracking, customer profiles and

the growing popularity of niche content brought about by everything from blogs to social

networking sites, provide advertisers with audiences that are smaller but much better

defined, leading to ads that are more relevant to viewers and more effective for

companies' marketing products. Among others, Comcast Spotlight is one such

advertiser employing this method in their video on demand menus. These

advertisements are targeted to a specific group and can be viewed by anyone wishing

to find out more about a particular business or practice at any time, right from their

home. This causes the viewer to become proactive and actually choose what

advertisements they want to view.

In the realm of advertising agencies, continued industry diversification has seen

observers note that big global clients don't need big global agencies any more. This

trend is reflected by the growth of non-traditional agencies in various global markets,

such as Canadian business TAXI and SMART in Australia and has been referred to as

"a revolution in the ad world".

In freelance advertising, companies hold public competitions to create ads for their

product, the best one of which is chosen for widespread distribution with a prize given to

the winner(s). During the 2007 Super Bowl, PepsiCo held such a contest for the
http://en.wikipedia.org/wiki/Survivor_(TV_series)http://en.wikipedia.org/wiki/Niche_markethttp://en.wikipedia.org/wiki/The_Long_Tailhttp://en.wikipedia.org/wiki/Mass_markethttp://en.wikipedia.org/wiki/Bloghttp://en.wikipedia.org/wiki/Comcast_Spotlighthttp://en.wikipedia.org/wiki/Video_on_demandhttp://en.wikipedia.org/wiki/Advertising_agencieshttp://en.wikipedia.org/wiki/Canadianhttp://en.wikipedia.org/wiki/TAXI_(advertising_agency)http://en.wikipedia.org/wiki/SMART_(advertising_agency)http://en.wikipedia.org/wiki/Australiahttp://en.wikipedia.org/wiki/Freelancerhttp://en.wikipedia.org/wiki/PepsiCohttp://en.wikipedia.org/wiki/Survivor_(TV_series)http://en.wikipedia.org/wiki/Niche_markethttp://en.wikipedia.org/wiki/The_Long_Tailhttp://en.wikipedia.org/wiki/Mass_markethttp://en.wikipedia.org/wiki/Bloghttp://en.wikipedia.org/wiki/Comcast_Spotlighthttp://en.wikipedia.org/wiki/Video_on_demandhttp://en.wikipedia.org/wiki/Advertising_agencieshttp://en.wikipedia.org/wiki/Canadianhttp://en.wikipedia.org/wiki/TAXI_(advertising_agency)http://en.wikipedia.org/wiki/SMART_(advertising_agency)http://en.wikipedia.org/wiki/Australiahttp://en.wikipedia.org/wiki/Freelancerhttp://en.wikipedia.org/wiki/PepsiCo


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creation of a 30-second television ad for the Doritos brand of chips, offering a cash prize

to the winner. Chevrolet held a similar competition for their Tahoe line of SUVs. This

type of advertising, however, is still in its infancy. It may ultimately decrease the

importance of advertising agencies by creating a niche for independent freelancers.
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TECHNOLOGY ROCKSTARS!

Catalyst Labs is a company which evangel ises change through variousmeans l ike New Ideas, Technology, Training, Social Media Branding toname a few. We began in the early 2007. We believe in promoting andleading change in a world where the saying Change is the only constantis not just true, but the foundation of al l progress. Transformation andReinvention are the fundamental principles of our existence. We believein learning, innovating, reinventing on a regular basis and this is at theheart of who we are.

There have been different waves which have influenced the way human beings lead their l ives at different periods of t ime. The f irst wave wasagriculture. Around 300 years back, land was the biggest asset anyonecould possess and anyone who could use land effectively was the mostprosperous and had the power to make a difference to the l ives of others.In the late 1800s and early 1900s , the focus shifted to Industries withthe Industr ia l Revolut ion proving to be a huge inf luence in our l ives , which changed a ll the rules at that t ime and caused an irrevers iblechange in the way we lead our l ives, more often than not for the better.Then came the wave of Technology and Software, which again completely

transformed the way we l ive and created a whole new set of trends forliving, working and learning. Currently, we are undergoing a fourth wavecalled the Solutions Wave. All the previous waves have brought with theman added amount of complexity and added their own set of problems. We believe that Solut ions wi ll be the most important aspect of anything which will be created to make l ife easier and the world a better place tolive in.

We evangel ise new ideas and technologies, thus helping to promote aculture of innovation and creating an ecosystem where people with newideas are not just encouraged to explore them, but a lso nurtured and

supported along the way.

In the conventional sense, the word Catalyst describes our commitmentto speed up the process of executing new ideas, i .e. reduce the time takento bring an idea from conception into reality. The word Labs describesour commitment to experiment, in the face of uncertainties to break newground in the areas we work in.


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We follow the same approach in Training and Socia l Media Services , which are an extension of our commitment to make a difference to the world through promoting and leading change.

TECHVANGELISM

A technical or technology evangelist i s a p er so n w ho a tt em pt s t o build a critical mass o f s up po rt f or a g iven t ec hn ol og y i n o rder t oestablish it as a technical standard in a market that is subject to networkeffects An evangel is t promotes the use of a part icular product or technologythrough talks , a rt ic le s, blogging, user demonstrations , r ec or de ddemonstrations, or the creation of sample projects.In short , Techvangel ism is to promote the use of new technologies andideas that grow at a faster pace now-a-days.

VideopediaIt s a video based encyclopedia, where we create the video production forthe new technologies and ideas . As we know that i t s much s impler tounderstand and learn things through a video rather than reading it andunderstanding from a book. So we help you create, learn and understandthe use of technologies and ideas through video.

Clients:- Apple- HP- Microsoft

- iPod- Kreme

SMACTIVATE

SMActivate is actually Social Media Activation. Social media are mediadesigned to be disseminated through social interaction, created usingh ig hl y a cc es si bl e a nd s ca la bl e p ub li sh in g t ec hn iq ue s. S oc ia l m ediasupports the human need for social interaction, using Internet- and web- based technologies to transform broadcast media monologues (one tomany) into social media dialogues (many to many).

In SMActivate we help you in showing the various socia l networkingplatforms that wil l be useful to you and help to broaden your focus of area.Clients:

- Kreme- Tata Docomo
http://en.wikipedia.org/wiki/Critical_mass_(sociodynamics)http://en.wikipedia.org/wiki/Technical_standardhttp://en.wikipedia.org/wiki/Network_effectshttp://en.wikipedia.org/wiki/Network_effectshttp://en.wikipedia.org/wiki/Technologyhttp://en.wikipedia.org/wiki/Lecturehttp://en.wikipedia.org/wiki/Blogginghttp://en.wikipedia.org/wiki/Demonstration_(people)http://en.wikipedia.org/wiki/Critical_mass_(sociodynamics)http://en.wikipedia.org/wiki/Technical_standardhttp://en.wikipedia.org/wiki/Network_effectshttp://en.wikipedia.org/wiki/Network_effectshttp://en.wikipedia.org/wiki/Technologyhttp://en.wikipedia.org/wiki/Lecturehttp://en.wikipedia.org/wiki/Blogginghttp://en.wikipedia.org/wiki/Demonstration_(people)


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SLIDESIGN

In Sl idesign, we help you create the best s l ide presentations with yourspecifications and matter, in various designs.Now doesnt that make yourtask of making presentations much easier.

Client:- Apple

TRAINING PROGRAMS:

- New Technology- Social Media Activation

- Slide Design

We are headquartered in Bangalore, India. We a lso have presence inMumbai and Delhi.

CONTACT US:

Catalyst Labs Inc.

#1, 1 s t main, 1 s t cross, Ashwini Layout,

Off Koramangala Inner Ring Road,

Bangalore - 560 047, Karnataka, India.

Tel: +91 80 329 35111

Fax: +91 80 4094 9020

USA: +1 408 540 6125

E-mail: [email protected]

Website: www.catalystlabs.in
mailto:[email protected]://www.catalystlabs.in/mailto:[email protected]://www.catalystlabs.in/

Date post:	10-Apr-2018
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