1. “THE STUDY OF ADVERTISING
AGENCY BUSINESS IN INDIA”
- A STATUS REPORT”
____________________________________________________________
January -2004
CERTIFICATE
I hereby certify that this thesis entitled “THE STUDY OF
ADVERTISING AGENCY BUSINESS IN INDIA: - A STATUS
REPORT” submitted by Shri M.A.Burghate to Amravati University,
Amravati for the award of Doctor of Philosophy in the Faculty of
Commerce, is a bonafide and original research work carried out under my
guidance and supervision. It is piece of research of a sufficiently high
standard to warrant its submission to the University for the Award of the
said degree.
No part of the thesis has been submitted for any Degree or Diploma, or
published in any other form.
The assistance and the help rendered to the researchers during the course of
his investigation in the form of basic source material and information have
been duly acknowledged.
2. Amravati
Date: - (Dr. S.S. Kaptan)
DECLARATION
I hereby declare that the thesis entitled “THE STUDY OF
ADVERTISING AGENCY BUSINESS IN INDIA: - A STATUS
REPORT” is the outcome of my research work. No part of this research
has been submitted earlier to any Institution or University for the award of
any other Diploma or any other Degree, nor the data has been derived from
any thesis of any University.
The sources of material, data used in this study have been duly
acknowledged.
3. Amaravti
Date: - M.A.Burghate
ACKNOWLEDGEMENT
I am extremely grateful to Dr. S.S.Kaptan, without whose able guidance
this thesis would never have materialised .It was his erudite talks, keen
interest, knowledgeable and practical suggestions that inspired me to bring
out the best.
I am thankful to Dr.V.M.Maindarkar for his constant persuasion,
personal attention and ever-extended helping hand without which this
would have taken much more time.
My thanks are also due to Dr. B. B. Taywade, Director of Dr. Panjabrao
Deshmukh Institute of Management Technology and Research for the
support provided in terms of Library Facility and computerisation at the
Institute.
4. Amaravti
Date M.A.Burghate
TABLE OF CONTENTS
PAGE
NO: -
CHAPTER NO: I ADVERTISING: 1-22
CONCEPTS AND APPLICATIONS
CHAPTER NO: II ROLE OF ADVERTISING IN 23-87
BUSINESS
CHAPTER NO: III ADVERTISING BUSINESS: 88-113
GROWTH IN INDIA
CHAPTER NO: IV ADVERTISING AGENCY: 114-161
STRUCTURE, NATURE AND TYPE
OF BUSINESS
CHAPTER NO: V RATIONALE OF THE STUDY 162-171
CHAPTER NO: VI A STATUS REPORT OF ADVERTISING 172-213
AGENCIES
CHAPTER NO: VII ADVERTISING AGENCY AND 214-224
CUSTOMER SERVICE
RELATIONSHIP
CHAPTER NO: VIII ADVERTISING AGENCY: 225-244
PROBLEM ISSUES IN CLIENT’S –
RELATIONSHIP
CHAPTER NO: IX FINDINGS, CONCLUSIONS AND 245-298
RECOMMENDATIONS OF THE
STUDY
CHAPTER NO: X FUTURE: - 299-323
EMERGING TRENDS IN
ADVERTISING BUSINESS IN INDIA
5. ANNEXURES
BIBLIOGRAPHY
LIST OF TABLES
TABLE Particulars Page no.
NO.
Table 2.1 Evolution of worldwide advertising expenditures 47
from 1990 to 1999
Table 2.2 Distribution of total world advertising 48
expenditure by medium
Table 2.3 World Top 20 50-51
Table 2.4 Summary by continents 52
Table 2.5 Ad spend Totals in 1995/1996 /1997(in US$ 53
millions) in Asia
Table 2.6 Latin America (USD million) 54
Table 2.7 People On-Line worldwide 55
Table 2.8 Online advertising revenue (in USD): 57
Table 2.9 The spread of advertising in the developed and 59
developing world
Table 2.10 Advertising as a percentage of GDP 62
Table 3.1 Vital Statistics: India 105
Table 3.2 India in Class Terms 106
Table 3.3 Indian Ad Scene 106
Table 3.4 Top ten advertiser during 2001-2002 109
6. LIST OF GRAPHS AND CHARTS
FIG., CHART, Particulars Page
GRAPH no no.
Fig. -I Schematic diagram of a general 09
communications system.
Bar Chart :-2.1 Evolution of worldwide advertising 48
expenditures from 1990 to 1999
Pie Chart No:-2.1 Distribution of total world advertising 49
expenditure by medium in the year 1990
Pie Chart No:-2.2 Distribution of total world advertising 49
expenditure by medium in the year 1999
Bar chart no:-2.2 People On-Line worldwide 2001 56
Bar Chart No:-2.3 Advertising on the Internet for year 2001 58
Bar Chart No-3.1 Top ten advertiser during 2001-2002 110
Flow Chart no:-4.1 Typical Structure of an Advertising Agency 116
Bar Chart No:- 6.1 Top Ten Advertising agencies in India 206
ABBREVIATIONS USED
ABBREVIATIONS FULL FORM
AAAA American Association of Advertising Agencies
7. AAAI Association of Advertising Agencies of India
ABCI Audit Bureau of Circulations of India
Ad Advertisement
ANA Association of National Advertisers
AOL America Online
ATM Automated teller Machine
BOB Bank of Baroda
CRM Consumer/Customer relationship Management
CRT Cathode ray tube
CSR Corporate social responsibility
CUTS Consumer Unity & Trust Society
Dpi Dots per inch
DVD Digital Video Disc
EASA European Advertising Standards Alliance
FMCG Fast moving consumer goods
GB Gega Bites
GDP Gross Domestic Product
IAA International Advertising Association
ICC International Chamber of Commerce
INS Indian Newspaper Society
ISO International Organisation for Standardisation
IT Information Technology
M&A’s Mergers and Acquisitions
MB Mega bites
MNC’s Multinational Corporations /Companies
MTNL Mahanagar Telcom Nigum Ltd
MZD Moorman, Zaltman, and Deshpande
NGO Non-government
O&M Ogilvy & Mather
ONGC Oil and Natural Gas Corporation
PC Personal Computer
RM Relationship Management
TAM Market Research Agency
TAP Total Audience Plan
TRP Television rating points
UNEP United Nations Environment Programme
USD United States Dollar
USP Unique Selling Proposition
VAT Value added tax
VFM Value for money
W Watts
WAP Wireless application Protocol
8. ZAW (Zentralverband der Deutschen Werbewirtschaft),
the German Advertising Federation
Creation of a constructive work is often driven by
two types of forces. One, which directs, assists
the artist by being physically present. The other
force is the source of inspiration.
In this piece of research undertaken by me,
the impelling force has been my mother, late
Prof. (Mrs) Sheetaltai Abasaheb Burghate .
An academician herself, she always
encouraged me to give my best.
As a token of respect and admiration, which
can never be adequately expressed, I dedicate
this research project to her.
9. Place:-Amaravti:
Date:- Mukul Burghate
CHAPTER NO: I
ADVERTISING:
CONCEPTS AND APPLICATIONS
Advertising is a synonym for consumer choice
‘If you can’t tell people what you’ve done, they’re not likely to buy many of what
you’ve made. So, you won’t go on making them. You’ll close a factory or two and
a lot of people will lose their jobs. Without innovation driving it forward,
perhaps your business stagnates – perhaps you go out of business and a lot more
people lose their jobs. If you’re not making so much, you don’t have so much to
tell people. You don’t advertise so much, so the media – which are largely
subsidised by advertising – suffer.
10. So, what have we got? Better products at lower prices, affordable media and a
great number of jobs, all depending on the fact of advertising as a vital part of a
mixed economy. And something else. You could argue – and I do – that
advertising is a synonym for consumer choice. Only by knowing what’s available
out there can the consumer exercise his or her right to choose. And to the
consumer it has become a right; not simply an option’.
IAA Perspectives N°39 – February 1996
Advertising – The link in the chain of supply and demand
by Sir Michael Perry, CBE, Chairman Unilever
CHAPTER NO: II
ROLE OF ADVERTISING IN
BUSINESS
11. ‘It is becoming more and more evident that consumers are increasingly
interested in the ‘world that lies behind’ the product they buy. Apart from price
and quality, they want to know how and where and by whom the product has
been produced. This increasing awareness about environmental and social issues
is a sign of hope. Governments and industry must build on that.’
Klaus Töpfer, Executive Director UNEP, 23 August 1999, UNEP News Release
1999/2000
CHAPTER NO: III
ADVERTISING BUSINESS:
GROWTH IN INDIA
12. ‘It’s unrealistic to think advertising will start a revolution. Advertising isn’t
meant to set social policy. But advertising is very effective at listening and
reacting to public will. And the public seems to be catching on to the costs of our
extreme patterns of over consumption.’
Jelly Helm, Co-Chairman of Barden and Jelly Agency
CHAPTER NO: IV
ADVERTISING AGENCY:
STRUCTURE, NATURE AND TYPE OF
BUSINESS
If advertising agencies have to establish themselves as universities of learning on
communication, they should develop ‘knowledge laboratories’, the equivalent of
an R&D department, where research and discussion on, and practice of, all
aspects of communication take place.
Biju Joseph Dominic
Senior Brand Services Director, Lowe Lintas & Partners, Mumbai..
A critical issue is how big the size of an agency should be. Size will matter if new
capabilities are to be built, more value-added services are to be provided and
13. cost to the client is to be reduced. Also, the industry is getting concentrated, and
unless an agency figures in the top ten, it is unlikely to make reasonable money.
Dr.RanjanDas
Professor of Strategic & International Management, Indian Institute of Management
Calcutta, and Consulting Editor, Strategic Marketing.
CHAPTER NO: V
RATIONALE OF THE STUDY
Social responsibility
‘Take a look at government advertising, and government has for many years
been one of the very biggest advertisers in the United Kingdom. Ah, yes, say the
critics – and have you noticed how fond critics are of saying Ah, yes...? Ah, yes,
but that isn’t advertising... What nonsense. Of course, social advertising, public
service advertising – whether it’s for drinking and driving, social benefits, AIDS
or public information of any kind – is advertising and often state of the art
advertising at that. It takes the proven techniques, techniques of simplification,
dramatisation and, most important, personalisation and applies them to the way
we live now. The communication skills honed on the humble packet of frozen
peas or brand of petrol have made invaluable contributions not merely to the
small reassurances of daily domestic life but to helping modify social attitudes
and behaviour.
Advertising today is many things. It’s come a long way from the gaudy poster
proclaiming the presence of Sunlight Soap. It’s part of the social fabric of all our
lives which, cosmetically, would be a good bit duller without it. More to the
point, it’s a thread on which are strung several of the key economic elements that
14. affect the workings of the business community and the comfort of the
individual.’
IAA Perspectives N°39 – February 1996
Advertising – The link in the chain of supply and demand
by Sir Michael Perry, CBE, Chairman Unilever
CHAPTER NO: VI
A STATUS REPORT OF ADVERTISING
AGENCIES
15. ‘If I were starting my life over again, I am inclined to think that it would go into
the advertising business in preference to almost any other...The general raising
of the standards of modern civilisation among all groups of people during the
past half century would have been impossible without the spreading of the
knowledge of higher standards by means of advertising.’
President Franklin Delano Roosevelt
CHAPTER NO: VII
ADVERTISING AGENCY AND
CUSTOMER SERVICE
RELATIONSHIP
16. ‘Advertising can itself contribute to the betterment of society by uplifting and
inspiring people...
Governments should not seek to control and dictate policy to the advertising
industry any more than to other sectors of the communications media’.
Archbishop John P Foley, President of the Pontifical Council for Social
Communications
The WFA World Congress in Geneva, October 1997
CHAPTER NO: VIII
ADVERTISING AGENCY:
PROBLEM ISSUES IN CLIENT’S –
RELATIONSHIP
‘The view of the ordinary consumer that animated much current criticism of
advertising is analogously defective. Take the claim that advertising engenders
wants in consumers that did not hitherto exist. At one level, this is a truism that
cannot be denied, since without advertising the consumer could not know, and so
could not have a preference among the span of products available to him. Again,
the fact that a want or a preference is acquired, is by itself no argument against
it. On the contrary, nearly all the wants and preferences of a civilised human
being are acquired via education and upbringing: no-one is born delighting in
Bach, or consumed by a passion for brass rubbing.
A human being without acquired wants, if such there could be, would lack most,
if not all, of the characteristics whereby we recognise him as such: for being
human is something we learn how to be, not something we are born with. And, in
opening up possibilities of choice and suggesting to the individual tastes and
activities he might not otherwise come across and learn to enjoy, advertising is
no different from any of the other institutions of education and civilisation. So, if
advertising does engender new wants and preferences, it is only thereby
contributing to a process of character-formation that goes on all the time, in
schools, families and peer groups.
In fact, however, all the evidence suggests that advertising, typically or in
general, assists people to find out what they want from a product, rather than
implants in them a want for it. All the evidence, for one thing, is that advertising
can affect the market share a company can command over a product, but not the
size of the market for the product itself. The idea that advertising has any
significant role in engendering alcohol abuse, say, seems especially remote from
17. reality, given the endemic alcoholism that is evident in countries (such as the
communist regimes) in which virtually all alcohol advertising is already
prohibited. In short, all the evidence tells against the conception of the consumer
as an infinitely malleable creature whose wants are fabrications of advertising,
and in favour of a view of him or her as an active seeker after products that best
satisfy preferences that have for the most part long been formed.’
John Gray, fellow of Jesus College, Oxford and a noted political philosopher was
quoted by the Social Affairs Unit, London
CHAPTER NO: IX
FINDINGS, CONCLUSIONS AND
RECOMMENDATIONS OF THE
STUDY
‘In general, heavy advertising is evidence of fierce competition, and this usually
arises when a few efficient companies are battling for supremacy. The result of
18. such competition is, inevitably, that the nondescript products fall out of favour
and disappear. In due course there remain a small number of heavily advertised
products competing one with another, each perhaps with a marginal appeal to a
particular segment of the population, but none with a clear advantage.
Advertising oils the wheels of commerce and is the dynamo of competition.’
Henry Lazell of the Beecham Group
CHAPTER NO: X
FUTURE: -
EMERGING TRENDS IN
ADVERTISING BUSINESS IN INDIA
19. ‘Brand image is heavily influenced by social image - one of the most important
challenges business is facing. Brands will be important in setting social and
political issues as traditional government fails. Any good advertising agency
giving advice to a company has to include ecological issues because customers
are demanding more active stands on social and environmental issues.’
Pierre Huppert, advertising consultant, The Netherlands
BIBLIOGRAPHY
21. QUESTIONNAIRE FOR ADVERTISING AGENCY
A. COMPANY INFORMATION
Please provide your agency’s name, address, internet URL, telephone and
fax numbers. Include name, title, and E-mail address of the individual who
will serve as agency’s primary contact.
1) Name of your agency: -
B. OFFICES
1. Please list full-service agency offices/addresses, leading with the branch
office that would service the account in question.
2. If the account in question is global, please list full-service foreign agency
offices, indicating which are equity owned and which are affiliates.
i) Corporate office address: -
3) Branch offices (If any): -
i)
22. ii)
iii)
: STD Code:
No:-
E-mail:-
Website(URL):-
www. .com/org/net.in(stri
ke out which is not applicable)
C. CLIENTS
1. LIST TOP 10 CLIENTS.
1)
2)
24. Clients’ tenure with agency: - Years
II) Name of client:-
Clients’ tenure with agency: - Years
III) Name of client:-
Clients’ tenure with agency: - Years
IV) Name of client:-
Clients’ tenure with agency: - Years
V) Name of client:-
Clients’ tenure with agency: - Years
VII) Name of client:-
Clients’ tenure with agency: - Years
VIII) Name of client:-
Clients’ tenure with agency: - Years
IX) I) Name of client:-
Clients’ tenure with agency: - Years
X) I) Name of client:-
Clients’ tenure with agency: - Years
25. 3. List accounts responding office has gained over the past two years.
Provide comment on why agency was chosen for these accounts.
I) Name of client:-
Your Comments please:-
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II) Name of client:-
Your Comments please:-
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III) Name of client:-
Your Comments please:-
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IV) Name of client:-
Your Comments please:-
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4. List accounts responding office has lost or resigned over the past two
years. Provide comment on why agency lost or resigned these accounts.
I) Name of client:-
Your Comments please:-
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26. ____________________________________________________________
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II) Name of client:-
Your Comments please:-
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III) Name of client:-
Your Comments please:-
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IV) Name of client:-
Your Comments please:-
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5) What has been the high point of the last year for your agency?
____________________________________________________________
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6) Please list in order of preference ‘three creative advertising agencies’,
excluding your own or any you currently hold a contract with, which you
have most admired in the last twelve months.
27. 1st choice: ______________________________
Why? _______________________________________________
2nd choice: ______________________________
Why? _______________________________________________
3rd choice: ______________________________
Why? _______________________________________________
7) Please could you list the names of 15 of your own clients, and their
contact details, that you would be happy to give for this study in order to
conduct research for Client Satisfaction survey?
Name_____________________________
Company_________________________
Contact No:-
Name_____________________________
Company_________________________
Contact No:-
Name______________________________
Company_________________________
Contact No:-
Name______________________________
29. Name______________________________
Company_________________________
Contact No:-
Name______________________________
Company_________________________
Contact No:-
Name______________________________
Company_________________________
Contact No:-
Name______________________________
Company_________________________
Contact No:-
Name______________________________
Company_________________________
Contact No:-
8) Please list in the order of preferences ten advertising agencies that you
have most admired this year in the following regions: (please mark the
preference number in the boxes)
West region: ______________________________________
East region: ______________________________________
30. North region: _____________________________________
South region: ______________________________________
Central region: ______________________________________
9) In order of preference, please name three Managing Directors,
CEO’s etc, including yours or any individual you currently hold a
contract with, who you admire.
1st choice
Name: ______________________________________
Company: ________________________________________
Why?
____________________________________________________________
________
2nd choice
Name:______________________________________
Company: ________________________________________
Why?
____________________________________________________________
____
3rd choice
31. Name:______________________________________
Company: ________________________________________
Why?
____________________________________________________________
_________
10) In order of preference, please name 3 regional clients; excluding any
you currently have business dealings with, which you feel deserve the title
of “Client of the Year.”
1st choice
Company: __________________________
Head of Marketing: __________________________________
Why?
____________________________________________________________
_________
2nd choice
Company: __________________________
Head of Marketing: __________________________________
Why?
____________________________________________________________
_________
3rd choice
Company: __________________________
32. Head of Marketing: __________________________________
Why?
____________________________________________________________
_________
D. BILLINGS
1. List billings for the past three years, including an estimate for the current
year, for agency office that would handle account in question.
2. List total worldwide and Indian capitalised billings for entire agency for
the past three years, including an estimate for the current year.
3. Provide percentage breakdown of the responding office’s billings by
media type (e.g., network TV, spot/cable TV, magazines, newspapers,
radio, outdoor, direct, interactive, etc.).
In the In the In the In the
calendar calendar calendar calendar
year of year of year of year of
2000 2001 2002 2003
I) Capitalised Billings
a) Worldwide
b) Indian
II) Billings by media type
a) Television
b) Print
c) Other
33. E. STAFF
1. Provide a breakout of responding office’s employees by function:
account, creative, planning/research, media, other (please explain).
____________________________________________________________
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2. Provide brief biographies of key management executives in the
responding office.
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F. SPECIALIZED SERVICES
In no more than one page, describe your agency’s capabilities in:
1. Direct Marketing
____________________________________________________________
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______________________________________________________
35. G. COMPENSATION
1. Please describe your policy with respect to method of compensation (fee,
commission, combination, etc.).
____________________________________________________________
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____________________________________________________________
____________________________________________________________
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____________________________________________________________
_______
II. SUBJECTIVE INFORMATION
A. STRATEGIC APPROACH (If the space provided below is insufficient,
a separate sheet may kindly be used)
1. Describe the process and methods agency employs to develop effective
marketing communications. Provide examples of how this process has
worked for clients.
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36. ____________________________________________________________
________________________________
B. RELEVANT EXPERIENCE
1. Describe agency’s relevant experience.
____________________________________________________________
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2. Provide at least two case histories dealing with similar or analogous
issues.
____________________________________________________________
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________________________________________________________
3. Describe how agency is ideally suited to address the challenges and
opportunities of the account in question.
____________________________________________________________
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39. I. OBJECTIVE INFORMATION
A) COMPANY INFORMATION
Please provide your company’s name, address, internet URL, telephone
and fax numbers. Include name, title, and E-mail address of the individual
who will serve as agency’s primary contact.
1) Name of your company: -
B. OFFICES
1. Please list corporate /branch office addresses.
i) Corporate office address:-
3) Branch offices (If any):-
i)
ii)
iii)
40. : STD Code:
No: -
E-mail: -
Website (URL): -
www..com/org/net.
in(strike out which is not applicable)
C) OVERALL RATING FOR IDENTIFYING THE MOST
ADMIRED AD AGENCY:
Please rate your agency on an overall level (taking all
aspects into consideration) using a scale of 1 to 10 (1 being least
promising; 10 being most promising)
(Please at the appropriate place)
i) Quality of client servicing: including aspects like ensuring timelines,
understanding and implementing strategies and team stability.
1 2 3 4 5 6 7 8 9 10
ii) Overall creative quality: Including developing new ideas, execution of
ideas, keeping the creative on strategy.
41. 1 2 3 4 5 6 7 8 9 10
iii) Account planning: Including aspects like consumer insights, using
research for better insights, own initiatives on brand development, and
value add on communication strategy.
1 2 3 4 5 6 7 8 9 10
iv) Overall Partnership: Optimising budget, long-term approach, keeping
brand in focus.
1 2 3 4 5 6 7 8 9 10
v) Media: Including role in media planning, appreciating & understanding
media strategy
1 2 3 4 5 6 7 8 9 10
vi) Market recognition: Winning awards, managing their PR.
1 2 3 4 5 6 7 8 9 10
vii) Overall organisation/people: Which included training and grooming
talent, exposure to new learning’s, variety of accounts handled, investment
in better work environment, learning’s from the parent company.
1 2 3 4 5 6 7 8 9 10
42. viii) Other aspects: Including smooth billing procedures, managing
financial dealings with clients & efficient logistics.
1 2 3 4 5 6 7 8 9 10
(N.B: -The endorsements on the above factors will used to work out ad
agency strengths and weaknesses)
II) INTERNET ADVERTISING
A) Please give your input on important new developments in online
advertising.
Rate the following from 1-5 (1 being least promising; 5 being most
promising, please at the appropriate place)
1. ) In terms of what you see the greatest potential of the Internet as an
advertising medium:
Branding/Awareness 1 2 3 4 5
Direct Response 1 2 3 4 5
Promotional Activity 1 2 3 4 5
One-to-One Marketing 1 2 3 4 5
Reach 1 2 3 4 5
43. 2. Rate the following from 1-5 (1 being least problematic; 5 being most
problematic) in terms of what you see as the greatest difficulties in
clients adopting online advertising:
Lack of Comprehensive Measurement 1 2 3 4 5
Cost 1 2 3 4 5
Difficulty of Tracking 1 2 3 4 5
Low Click-Through Rate 1 2 3 4 5
Difficulty of Buying 1 2 3 4 5
Banner Size 1 2 3 4 5
Low Commission for Media Buying 1 2 3 4 5
Lack of Good Creative 1 2 3 4 5
44. Any other comments please (If more space is required please enclose a
separate sheet):
-____________________________________________________________
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Please make a copy of this completed questionnaire for your records.
Thank you for your participation in this survey!
