Globalization in Indian

advertising

What

is

Globalization?

Literary, globalization means worldwide or pertaining to or

embracing the total. In market terms, it would mean
interdependence of the world based on demand and supply
phenomena. In the Indian context, globalization came with the
implementation of liberalization in the early 1990s.

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Globalization is often used as an omnibus term to describe the

connectedness of markets, communication through free access
and technology across the world. To others, globalization is
synonymous with exploitationthe rich nations buying cheap
labour and entering unexploited markets in the developing world.
Globalization has strong socio-economic, cultural and geo-political
dimensions.

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Advertising

Standardization

As the multinational companies are selling their products in

many markets, the issue of advertising standardization has
received
considerable
attention.

The localization approach requires that advertisers focus on

the differences between the countries in order to develop
advertising messages that are tailored to local markets.
The standardization approach, on the other hand, focuses on
the similarities between cultures and advocates developing
global advertising campaigns eliminating the need for adaptation
to local conditions. Proponents of this school of thought see the
world as a common market place and each country as a melting
pot where all cultures assimilate.
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Outsourcing

Advertising

Work

to

India

At a time when there is an ongoing debate on the need for

culture-specific advertising despite the globalization of brands
and markets, at least some Indians have given a serious thought
to outsourcing advertising work to India.

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The

Global

Media

Liberalization in the early Nineties was truly a defining time for

the Indian media industry. The satellite television came in
quietly. Nothing has globalized the world in a truer sense than
television. Investment in print media has always been a hot and
emotional issue among Indian media barons.

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Online advertising for connecting with a global

consumer
From an ad spend of little over Rs. 100 Crore by the Indian ad
industry on online advertising, the industry pundits are predicting
a business of over Rs. 700 Crore in 2009-10. Some of the major
multinational companies are visible at online advertising space.

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Globalization

of

Advertising

Management

This is one area, which has seen mind-boggling changes in the Indian
advertising industry in the last one and a half decades. In India, there is
a mixed bag of agencies-some are proprietary in nature, some are
private limited, while others have trans-national affiliations. With the
opening up of the economy, there has been a tremendous spurt in
agency affiliations and tie-ups.

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The structural analysis of the international advertising agencies reveals

that the US agencies have been very visible among the top ten
agencies in the world between 1960 and 1980. However, since the
1980s, the US share of the global advertising business appears to be
declining, while the Japanese and European agencies are seen to be
on the rise.

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Knowledge Process Outsourcing

An area that has seen the proliferation of global agencies is
knowledge process outsourcing (KPO), a sector that emerged
after the success of the business process outsourcing (BPO)
industry. Many global consultancies and local firms have set up
research units in India to take up work for companies around the
world. McKinsey & Co. set up a pilot centre in India in 1998 to
serve the research needs of its offices in London and Sydney.

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Independent

media

buying

outfits

Media planning and buying had traditionally been a very

important part of activities of ad agencies all over the world.
However, it all changed a couple of decades in the West and in
India during the last ten years. The Nineties witnessed the
emergence of the Centralized Media Buying arrangement in the
Indian corporate world.

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International Awards in Advertising

International awards in advertising have been in existence
for many years, but it is only in the last decade or so that
advertising communities, especially from the developing
world, have begun taking an interest in showcasing their
work.
Assignment----Find out various awards?

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Indian Advertising Gurus

Alyque Padamsee
Elsie Nanji
Piyush Pandey
Prasoon Joshi

Assignment-Prepare their profile.

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