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ADVERTISING INDUSTRY

Definition  "Advertising is the nonpersonal

communication of information usually paid for and usually persuasive in nature about products, services or ideas by identified sponsors through the various media.

FunctionSTIMULATES DEMAND STRENGTHENS OTHER PROMOTION

MIX ELEMENTS DEVELOPS BRAND PREFERENCE CUTS COSTS – LOWERS PRICES COMPETITIVE WEAPON 

Types of Advertising MediumElectronic Advertising -Radio, T.V. and

InternetPrint Advertising - Newspaper,

Magazines,Outdoor Advertising - Hoardings,

billboards,

Types of advertisingSurrogate Advertising poof Advertising Emotional Advertising Financial Advertising Gorilla Advertising In store Advertising

History of world advertisingThe first advertisement ( 1472)

It was a handbook It was printed in

English It was an

announcement of a prayer book for

sale

The first newspaper ad 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 medium17 th century,classified ads were appearing

frequently in England’s newsweeklies.Illustrations and color appeared in

advertisements in the late 19th centuryRadio became a commercial medium in the

1920s.T.V. become a mass commercial medium in

the year 1950

HISTORY OF INDIAN ADVERTISING1800-Classified advertising

Ads appear for the first time in print in Hickey's Bengal Gazette (India's first newspaper (weekly))

1905-B Dattaram & Co claims to be the oldest existing Indian agency in Girgaum in Bombay

1920- Enter the first foreign owned ad agencies in (JWT)

1970 Concept of commercial programming accepted by All India Radio 

1976 - Commercial Television initiatedBombay Dyeing becomes the first colour TV ad

1990 Marks the beginning of new medium Internet 

Advertising AgencyAn advertising agency is an independent

organization set up to render specialized services in advertising particular and marketing in general

Creates ad films /designs the print ads Prepare slogans, brochure and logos Also issues press releases for upcoming

programs, events, as well as products Chooses the best media available

Major ad agencies of india 

1. Ogilvy & Mather 2.   JWT 3.  Mudra Communication Pvt.Ltd.4.  FCB Ulka Advertising Ltd 5.  Rediffusion DY & R 6.  McCann Erickson India Ltd7. RK Swamy BBDO Advertising Ltd 8.  Grey Worldwide Pvt. Ltd 9.  Leo Burnett India Pvt. Ltd 10. Contract Advertising India

ESTABLISHMENTAD. AGENCIESS

YEAR OF ESTABLISHMENT(WORLD/INDIA)

FOUNDER PARENT GROUP/ BASE

O&M 1948/1979 David Ogilvy WPP

JWT 1864/1920 Waltor thompson

WPP

MUDRA COMMUNICATION

1980 AG Krishnamurthy

Mudra Group

FCB ULKA ADVERTISING

1873/1961 Bal Mundkar

The Inter Public Group

REDIFFUSIONDY&R

1973 Arun Nanda and Ajit Balkrishnan

Mumbai based

PRESENT HEADSOgilvy & Mather Mr. Piyush Pandey JWT Mr.ColvyHarrisMudra Communication Mr.MadhukarKamath  (CEO)FCB Ulka Advertising Ltd   Mr. Anil Kapoor  (MD&CEO)Rediffusion DY & R Mr. Mahesh

Chauhan (President)

Status of major players AD. AGENCIES

CLIENTS EMPLOYEE STRENGTH

SERVICES COUNTRIES

O&M 300 800 Advertising, Direct Marketing, Public Relations andActivation.

125

JWT 1200 10000 MR marketingplanningcommunications

200 offices in 90 countries

MUDRA COMMUNICATION

125 5001 Advertising and marketing

Indian market

FCB ULKA ADVERTISING

900 9500 Advertising 188 offices in 102 countries.

REDIFFUSIONDY&R

200 101-250 Advertising/Event Mgmt/ PR/MR 

Indian market

SUCCESS OF ADVERTISING AGENCIES

O&MAWARDS WONThe Grand Effie Gold (campaign of the year)award for service on Hutch, Gold Effie award for corporate advertising for the

Cadbury Crisis Management. O&M bagged 3 Bronze Lions at the Cannes Festival

2004 for 2 Public Health & Safety campaigns for Hutch and 1 for Concern India foundation

O&M Mumbai was ranked 8th hottest shop in Asia by Campaign Brief Asia in 2002. Every business unit

MAJOR CLIENTS Hutch (Vodafone) Cadbury, Allen solly Asian Paints Fevicol and TATA Docomo

JWT AWARDS WONThe Grand Prix in the Direct category at the

2008 Cannes Lions International Advertising Festival for “Lead India,” a campaign developed for The Times of India.

Midas Award

MAJOR CLIENTS

HSBCJohnson & JohnsonKellogg’sMicrosoftNestleNokiaRolexRoyal Dutch ShellUnileverU.S. Marine Corps Ford

MUDRA COMMUNICATIONAWARDS WONInternational Awards -230 ( Cannes , D&AD, Clio, One Show , Ad Fest,

Communication Arts, New York Festival )

National Awards -825 (Abby,CAG, Emvies, Ad Club , PMAA, AAAI,

OAC Awards, Showcase of India) Agency of the year for the eighth time

MAJOR CLIENTS Neutrogena, HBO, Philips, Reliance Net Connect, Big Bazaar ,and Mary Kay

MAJOR CLIENTS•Pfizer•Kraft Foods•Merck •Brown Forman• Kmart•Dockers•Haier• Fisher Prize

FCB ULKA ADVERTISING AGENCY

MAJOR CLIENTS•Cannon•BPL Refrigerator•LG Electronics

REDIFFUSION DY &R

DISTRIBUTION OF AD AGENCIES IN INDIA

544

383

375

146137134112111

9791

1228

No. of advertising agenciesMumbaiChennaiDelhiKolkattaAhemdabadChandigarhPuneJaipurBangaloreIndoreothers

News JWT India has launched a specialist unit ‘JWT

Surround’ to provide integrated marketing services to its clients.

Rediffusion DY&R is setting up a dedicated cell (150 crore)which will only cater the communication needs of their new client-LG

Airtel, one of the largest telecom players in India, is on the brink of ending its 15-year-long relationship with creative agency, Rediffusion – Y&R and has plans to hire way to JWT India

NewsOgilvy & Mather India (O&M) is planning to

set up a dedicated design cell to cater to the specific needs of its retail clients

Contract Advertising is planning to float a separate company to offer ‘field marketing’ solutions to its clients.

OPPURTUNITIES IN ADVERTISING INDUSTRYAdvertising Agencies generally prefer those

individuals who have a creative bend of mind, can think independently but work well in teams.

DEPARTMENTSCreative Department Jobs  brainstorming,

planning and combining ideas to create the actual advertisements.

 Creative Director Copywriter / Junior

Copywriter : transforming ideas into words, writing the body copy for advertisements e

Art Director:takes designing and converting ideas into awe-inspiring visuals within an ad - from ad layouts, to storyboarding and compilations. 

Business / Client Servicing / Account Services - This department plays a major role in generating business and handling various accounts of Advertising Agencies.

Account Manager :link between the client and the advertising agency.

Research & Media Planning Department best combination of media tools for broadcasting the advertisements.

Media Planner : selects an optimum mix of media vehicles that will provide maximum visibility to the ads resulting in maximizing sales of the client's products..

Researcher

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