History of Indian Advertising

Pre Independence
The talkies and radio emerged as media

1950s
Watershed years for Indian advertising Industrial revolution in the Nehruvian era 1st survey of the rural market (Wood) Burmah Shell vans used for advertising Cinema advertising began Kolkata gets the privilege of Indias first ad club Leading ad agency - Press Syndicate National created the Murphy baby
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1960s
Indias first Advertising Convention (1960) Advertising to to be Indian in thought and content Shift to marketing orientation Professionalisation within agencies 1st Asian Advertising Congress at New Delhi Research data generated

1970s
Media boom Special magazines 2nd Asian Advertising Congress at New Delhi Lifestyle studies, positioning Rural marketing

1980s
Indianisation of western advertising Public sector advertising Aug 15th 1982 Colour TV introduced Radio commercials introduced NRS III by IMRB Regional broadcasts, expansion of radio Concept of sponsored programmes on TV

1990s
NRS IV ( 2 surveys ORG and IMRB-MARG) Niche magazines Emphasis on Direct marketing Satellite TV CNN 1st channel to be beamed to India Star bouquet Zee bouquet DD Metro to counter satellite channels Movie channels and pay channels FM Radio
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2000
NRS VI CAS Internationalisation of domestic agencies Net Advertising The role of the advertising agency changing to that of a marketing consultant
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Advertising Indian advertising industry has estimated value of INR 18,670 crores in 2009 and is increasing day by day.
Ad budgets of some firms exceed over INR100 crores per year.
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1 Advertising and Market Share New brands spend proportionately more for advertising than old ones. A certain level of exposure is needed to affect purchase habits. Beyond a certain level, diminishing returns set in.

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1 Advertising and the Consumer

Average Indian citizen is exposed to hundreds of ads each day. Advertising may change a consumers attitude toward a product. Advertising can affect consumer ranking of brand attributes.

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2 Major Types of Advertising

Institutional Advertising

Designed to enhance a companys image rather than promote a particular product. Designed to tout the benefits of a specific good or service.

Product Advertising

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2 Major Types of Advertising

Enhance corporations identity Advocacy advertising Pioneering

Institutional Advertising

Product Advertising

Competitive Comparative
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2 Product Advertising

Pioneering

Stimulates primary demand for new product or category. Used in the PLC introductory stage. Influence demand for brand in the growth phase of the PLC. Often uses emotional appeal. Compares two or more competing brands product attributes. Used if growth is sluggish, or if 14 competition is strong.

Competitive

Comparative

3 Advertising Campaign

A series of related advertisements focusing on a common theme, slogan, and set of advertising appeals.

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Steps in Creating an 3 Advertising Campaign

Determine the advertising objectives.

Make creative decisions.

Make media decisions.

Evaluate the campaign.

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Setting Objectives: 3 The DAGMAR Approach

Goal of Advertising Objectives
Define Target Audience Define Desired Percentage Change
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Define the Time Frame for Change

3 Creative Decisions
Identify Product Benefits

Components of Creative Decisions

Develop and Evaluate Advertising Appeals Execute the Message Evaluate the Campaigns Effectiveness
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3 Identify Product Benefits

Sell the Sizzle, not the Steak

Sell products benefits, not its attributes

A benefit should answer Whats in it for me?

Ask So? to determine if it is a benefit
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3 Advertising Appeal

Reason for a person to buy a product.

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3 Common Advertising Appeals

Profit Health Love or romance Fear Admiration Convenience Fun and pleasure Product saves, makes, or protects money Appeals to body-conscious or health seekers

Used in selling cosmetics and perfumes

Social embarrassment, old age, losing health Reason for use of celebrity spokespeople Used for fast foods and microwave foods Key to advertising vacations, beer, parks

Vanity and egotism Environmental Consciousness

Used for expensive or conspicuous items

Centers around environmental protection
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3 Unique Selling Proposition (USP)

Desirable, exclusive, and believable advertising appeal selected as the theme for a campaign.

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3 Executing the Message

Scientific
Musical

Slice-of-Life
Lifestyle

Demonstration

Common Executional Styles

Real/ Animated Product Symbols

Spokesperson/ Testimonial

Mood or Image

Fantasy Humorous
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4 Major Types of Advertising Media

Newspapers Magazines Radio Television Outdoor Media Internet

Alternative Media
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4 Advertising Spending for 2009

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4 Newspapers
Advantages
Year-round readership

Disadvantages Limited demographic selectivity

Little color

Geographic selectivity
Immediacy High individual market coverage Short lead time

May be expensive
Low pass-along rate Clutter Mass market medium
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4 Cooperative Advertising

An arrangement in which the manufacturer and the retailer split the costs of advertising the manufacturers brand.

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4 Magazines
Advantages
Good reproduction Demographic selectivity Regional/local selectivity Long advertising life High pass-along rate

Disadvantages
Higher cost per contact
Long-term advertiser commitments

Slow audience build-up

Limited demonstration capabilities

Lack of urgency
Long lead time
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4 Radio
Advantages
Selectivity and audience segmentation Immediate and portable Geographic flexibility Entertainment carryover Short-term ad commitments

Disadvantages
No visual treatment Short advertising life

High frequency to generate retention

Commercial clutter

Background distractions

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4 Television
Advantages
Wide, diverse audience Low cost per thousand Creative and demonstrative Immediacy of messages Entertainment carryover Demographic selectivity with cable

Disadvantages
Short life of message Expensive with high campaign cost Little demographic selectivity with network Long-term advertiser commitments Long lead times Clutter
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4 Outdoor Media
Advantages
High exposure frequency Moderate cost Flexibility Geographic selectivity Broad, diverse market

Disadvantages
Short message Lack of demographic selectivity High noise level

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4 Internet
Advantages
Fast growing

Disadvantages
Difficult to measure ad effectiveness and ROI

Ability to reach narrow Ad exposure relies on target audience click through Short lead time Not all consumers Moderate cost have access to internet

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4 Examples of Alternative Media

Fax Machines

Video Shopping Carts Computer Screen Savers Interactive Kiosks

Ads in Movies and Videos
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4 Media Selection Considerations Cost per Contact Reach Frequency

The cost of reaching one member of the target market. The number of target consumers exposed to a commercial at least once during a time period.

The number of times an individual is exposed to a message during a time period. The ability of an advertising medium to reach a precisely defined market.
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Audience Selectivity

4 Media Scheduling
Continuous Media Schedule Flighted Media Schedule Pulsing Media Schedule
Advertising is run steadily throughout the period. Advertising is run heavily every other month or every two weeks. Advertising combines continuous scheduling with flighting.

Seasonal Media Schedule

Advertising is run only when the product is likely to be used.

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Some popular advertisements

Vodafone :- Zoo zoo add Idea:save paper,save trees campaign Tata tea :- jaago re..fight against corruption

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Most creative advertisements Happy dent white chewing gum add Airtel add Fevicol add Mentos

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Top advertising companies Ogilvy and Mather. J .Walter Thompson India. Mudra Communication Pvt. Ltd. FCB-Ulka Advertising Ltd. Rediffusion.

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