3. It started with hawkers calling out their wares right from
the days when cities and markets began.
18th century - Concrete advertising history begins with
classified advertising.
Ads appear for the first time in print in Hickey's Bengal
Gazette, India's first newspaper (weekly).
By the end of this century, Ads appeared in newspapers in
the form of lists of the latest merchandise from England.
19th century - Many advertising agencies came into
existence B. Dattaram & Co. Mumbai, being the oldest
existing agency of that time.
Besides Indian, Foreign Advertising agencies also began to
enter Corporate Advertising started in fifties. Creative
Revolution in sixties. Glued to television by the end of this
century.
4. Indian advertising Industry which has an estimated value of Rs 300
billion has made the jaws drop recording a growth of 8 per cent in
2011.
Indian advertising industry is talking business today and 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 a short span of time has carved a niche for itself and
placed itself on the global map.
Over 80% of the business is from Mumbai and Delhi followed by
Bangalore and Chennai.
5. A few Facts:
76% of the consumers don’t believe that
companies tell the truth in advertising.
“You cant bore people into buying your
product- you can only interest them.”
Advertising Myths:
Frequency is mostly not a driver for
action.
There is no Golden Rule about OTS.
13. New Seasons of Big Boss, newer Formats like Master
Chef, Celebrity programs, Blockbuster Movies, Award
shows, Dance Programs, etc., — the list is just increasing.
Approximately 20% of total programming time is devoted to
Reality shows today, up from 16% in 2010. These shows have
high input costs and thus higher advertising costs.
14. Best Marketing Company of 2011
Company Name Rank
Vodafone 1
Bharti Airtel 2
Hindustan Lever 3
Cadbury 4
Coca Cola India 5
Pepsi 6
ITC 7
Sony India 8
Tata Motors 9
Samsung Electronics 10
Nokia 11
Idea Cellular 12
Procter & Gamble 13
Maruti Udyog 14
Colgate Palmolive 15
19. The SMBs
Local retailers in apparel, food, watches and jewelry have
all increased their average ad spending by almost 50% in the
past two years. The advertising and promotional spending by
local brands is substantial during the festival season and
almost 70% of the spending is done between September to
January.
Online advertising spending is holding its own and will
continue to grow steadily over the next several years.
Marketers are responding to the economic challenges with
new techniques and strategies, along with research data to
prove their effectiveness. According to statistics, online ad
spending has reached $23 billion.
Nonetheless, nearly three-quarters of web advertising
space goes unsold and more than 99.7 per cent of banner
ads are not clicked on.
20.
21. Owing to the increased demand Indian ad agencies have some of
the most creative and talented people around which is attested by
the fact that global companies are approaching Indian ad
agencies to handle their media campaigns.
Ranging from innovative ads to sometimes they really get on your
nerves, especially when they are repeated time and again. This
happens when there is something sponsored by them say a
cricket match or an award ceremony, etc. Advertisements usually
amaze people with their creativity and presentation whereas
some are really horrible in the depiction of their ideas. Most of the
times however we find quite interesting and appealing ads.
However, with the changing times the creativity and ideas
projected in ads have changed drastically. From naïve, happy and
brilliantly crafted ads the trends have moved to more of a fear
appeal and ironic ads. Most common is humor accompanied
generally with a message which relies upon a famous song,
“Samajhne wale samajh gaye, jo na samjhe wo anari hai.”
22. The advertising industry in India has several competitive advantages:
India has a rich pool of strategic planning, creative and media services
personnel: Indeed, Indian advertising industry has been exporting senior-level
talent to many countries, particularly to the Gulf, South-East Asia, China, the UK
and the US. Indian talent is recognized and respected in global agency networks.
No other country has access to so many trained management graduates who
can provide strategic inputs for brand and media planning.
Indians are multicultural: we learn at least two languages and that gives us a
head start in understanding cultural diversity.
Most of the top 20 agencies in India have a global partner or owner, which
should provide an immediate link to global markets.
Our production standards in TV and print have improved: With a vibrant
animation software industry, we have access to this area of TV production.
India's advanced IT capabilities can be used to develop Web-based
communication packages for global clients.
23. A quick sneak peek at the top ten
advertising firms of India as of today.
Ogilvy & Mather-Cadbury, Asian Paints and Fevicol.
J Walter Thompson-Nestle, Cadbury, Bayer, Ford, Nokia
and Unilever.
Mudra Communication-
Neutrogena, HBO, Philips, Reliance NetConnect, Big Bazaar.
FCB Ulka Advertising Ltd-Tata Indicom, Whirlpool, Zee
Cinema, Santoor, Sunfeast and Amul.
Rediffusion DY & R
McCann Erickson India Ltd.-“Thanda Matlab Coca Cola”
Grey Worldwide (I) Pvt. Ltd.-Hero Honda, Maruti
Suzuki,, Indian Oil, Ambuja Cement, UTV, P&G and Godrej.
Leo Burnett India Pvt. Ltd-
McDonald’s, Heinz, Complan, Bajaj and HDFC.
Contract Advertising India Ltd.-Religare, Asian
Paints, Domino’s Pizza, SpiceJet and American Tourister.
