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
• 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.
• 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