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Advertising: Team Abhijeet Kumar Aditya Kedia Abhishek Miglani Anuj (76) Harmanj Jeet Singh (77) Vineet Ranjan

This document discusses advertising and provides an overview of its history and trends in India. It begins with definitions of advertising and discusses why companies advertise. It then outlines the history of advertising in India from the 1980s to the 2000s, describing the development and expansion of the industry during that period. The document also categorizes different types of advertising such as print, outdoor, broadcast, and public service. It concludes by discussing emerging trends in digital advertising in India and provides statistics on the growth of the online advertising market.

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73 views32 pages

Advertising: Team Abhijeet Kumar Aditya Kedia Abhishek Miglani Anuj (76) Harmanj Jeet Singh (77) Vineet Ranjan

This document discusses advertising and provides an overview of its history and trends in India. It begins with definitions of advertising and discusses why companies advertise. It then outlines the history of advertising in India from the 1980s to the 2000s, describing the development and expansion of the industry during that period. The document also categorizes different types of advertising such as print, outdoor, broadcast, and public service. It concludes by discussing emerging trends in digital advertising in India and provides statistics on the growth of the online advertising market.

Uploaded by

vineetranjan337
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as PPTX, PDF, TXT or read online on Scribd
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ADVERTISING

TEAM
Abhijeet Kumar()
Aditya Kedia ()
Abhishek Miglani()
Anuj(76)
Harmanj Jeet Singh(77)
Vineet Ranjan(74)
Flow of Presentation
Introduction to advertising
History of Indian Advertising
Types of Advertising
Emerging Trends in Advertising
Survey Results
What is Advertising?

Any paid form of non-personal presentation and


promotion of ideas, goods, or services by an
identified sponsor.
Letting people know about your business, product, or
services offered.
It also includes the process of developing strategies
such as ad placement, frequency, etc.
It is one of the largest expense in a marketing plan
along with public relations and market research not
falling far behind.
Where does advertising fit into?

Marketing
Marketing
The
The44Ps
Ps

Product
Product Price
Price Promotion
Promotion Place
Place
Features List Advertising Outlets
Features Listprice
price Advertising Outlets
Brand Personal
Personalselling Channels
Brandname
name Discounts
Discounts selling Channels
Packaging Allowances Sales promotion
Sales promotion Coverage
Packaging Allowances Coverage
Service Credit Public
PublicRelations Transportation
Service Credititems
items Relations Transportation
Warranty Payment Stock
Stocklevel
Warranty Paymentperiod
period level
The marketer is with a product or a
concept to sell

Advertising
becomes the
facilitator for
giving this
message

They wish to reach people who


will consume what they sell
Why Do We Advertise?

For increasing the sales of the product/service


Creating and maintaining a brand identity or brand
image.
Communicating a change in the existing product
line.
Introduction of a new product or service.
Increasing the buzz-value of the brand or the
company.
History of Indian Advertising
1980’s
Indianization of western advertising
Public sector advertising
Expansion and diversification of agencies
Aug 15th 1982 – Color TV introduced
Radio commercials introduced, regional
broadcasts
Increasing popularity of color printing
Formation of Indian chapter of International
Advertising Association
1990’s
 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
Cont’d
DD Audience surveys
Movie channels and pay channels
FM Radio
Emphasis on Brand Equity
Internationalization of Advertising
Consumer Tracking and Satisfaction studies
2000
NRS VI
CAS
Internationalization of domestic agencies
Net Advertising
The role of the advertising agency – changing to
that of a marketing consultant
Types of Advertising
Print Advertising Newspapers, Magazines, Brochures,
Fliers Comparative Advertising

Outdoor Advertising
Billboards, Kiosks, Tradeshows and Events Direct-Mail Advertising

Broadcast Advertising

Television, Radio and the Internet  Institutional Advertising

Public Service Advertising


Advertising for Social Causes

.
Advertising In Public Sector
Print ad for
pakistani
airlines
Emerging Trends in Advertising
 Over recent years there has been a significant attitude shift in the
relationship between businesses and their customers. Customers
are dictating more and more what they want and when they want
it, and show little customer loyalty to those who don’t deliver.

 Young people in particular want control over the media they


interact with and see newspapers or TV ads as largely irrelevant

 Customers are more and more becoming internet savvy and


hence many new forms of advertising have emerged in the
digital space itself.
Emerging Trends in the Digital Space

 The Internet has brought about a sea change in the way forward-
thinking companies do business today. The trends clearly point
to digital marketing occupying prime slot among all forms of
advertising; it is expected to leapfrog from the present Rs 840
crore to Rs 2,140 crore by 2013 .
-(source-KPMG)

Trends
 Corporate social media – effective use of SNS like Facebook,
and Twitter . In India, Kingfisher was the first airline in India to
build a full-fledged formal presence on Twitter and embrace
social media. This initiative has added to Kingfisher Airlines’
convenience factor because it allows the airline to send instant
updates to its customers.
Cont’d
• Crowd sourcing- primary appeal of crowdsourcing is the
satisfaction that is obtained through working with a community it
also eliminates a financial barrier.
• Emphasis on real-time data- Sites that provide transactional
data and news in real time are more in demand. These include news
sites, Stock market sites, Google Blog searches for updated blog
commentary etc.
• Emphasis on distributing content rather than on
creating it: It’s the reach of content that matters more than ever
now. The more the entities re-tweeting and re-blogging your
content, the more powerful will be your brand presence in the
digital space.
Cont’d
 Use of more VAS(value added services) on mobile
phones to reach the masses.
 Celebrity Advertising .
 Covert Advertising – Advertising in Movies
Online advertising market in India

60

50

40

30 claimed internet user


active internt user
20

10

0
2002 2003 2004 2005 2006 2006 2007 2008
Age Demographical Distribution
Which media gets your attention
How does an advertisement affect you
Which form of ad creates a greater
impact on you ?
How long does the impact of an
advertisement last on you?
What makes an impact in
Advertisement ?
How often do you buy the same
Product as you see in the ad?

1-Never
5-Always
Have you ever used discount coupons
printed in magazines/newspaper/magazine?
Do you think models/characters are an
important aspect of advertisements?

1-Least Important
5-Most Important
Companies are increasingly going for testimonial
advertisements as it lends an air of originality to
the brand

1-Strongly Disagree
2-Strongly Agree
Conclusion
References

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