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ADVERTISING. *CHAPTER 1* 1.

1 Origin of advertising
The origin of advertising does not lie in the modern industrial age, but it has its roots in the remote past. Thousand of years ago most people were engaged in hunting, farming, or handicraft related activities. They used to barter products among themselves. Distribution was limited to how far the vendor could walk and distribute, advertising was limited to how loud they could shout. Perhaps the earliest form of advertising was simply the trader shouting out the fact that he existed and naming what he had to sell in the local market place. As an instrument of marketing, advertising was an effective through multiple sales people reaching many people at one time. Then it had used the media as a tool. The American marketing association defines advertising as any paid form of non-personal presentation and promotion of ideas, goods or services by an identified sponsor. Advertising doesnt change the physical properties of the product but than also it is the most compulsory expense for creating demand for the product.

1.2 I !a"t of advertising


Advertising plays an important role in todays competitive business world. t provides benefits to !anufacturers, "etailers, #ustomers, $alesman and $ociety as well.

Introduces a New Product:

Advertising is used to introduce a new product in the market. t helps to compete with establish brands and, thereby, ensures the survival and success of new product.

Creates Demand for Product:

Advertising creates demand for the product. Advertising spread information about the product or services and makes consumers aware about it through various mass media which makes positive effect on the mind of the people and create demand for the product.

Expand Market:

t helps in expanding local markets, to national level and even to international level. Trading at national and international level is impossible without advertising

Assists Personal Selling#

Advertising reaches a prospect before a salesman could. The prospect is well informed through advertising. !akes the salesmans &ob easier.

Building Brand Image:

The purpose of repeat advertisings is to make people more brands conscious. 'nce good brand image is developed, buyers generally become brand loyal. !oney spent on advertising is a long term investment to build brand and company image. educes t!e cost of goods: Advertising generates more demand, which leads to large scale production and distribution. This results in economies in large scale which in turn reduces cost of goods.

Persuades prospects:

)very competitor makes superior claims of his product. Therefore, a prospect needs to persuade to buy products. $o, the role of Advertising is not only to inform but also to persuade.

Emplo"ment:

Advertising provides employment in the field of advertising to copywriters, models, etc. t provides indirect employment in society due to large scale production and distribution.

1.$ Ro%e of advertising in

ar&eting

i'.

!arketing mix refers to advertising combination of four elements of marketing useful for large*scale marketing. $uch elements are+ Production, Price, Place, and Promotion ,- Ps.. According to /.0. $tanton 1!arketing mix is the term used to describe the combination of the four inputs which constitute the core of advertising companys marketing system+ the product, the price structure, the promotional activities and the distribution system2

Advertising and e%e ents of

ar&eting

i'#

Ad#ertising and product:

Product is the core element in the marketing mix. The market demand finally depends on the popularity and utility of the product. Popularity again depends on the 3uality, benefits and uses of the product. t is necessary to give publicity to physical and other features of the product. $uch information needs to be communicated to the prospects through advertising.

Ad#ertising and price:

4uyers are always sensitive about the market price. They shift from one product to the other due to 5uality or price. Price charged should be reasonable. This is necessary for the support and co*operation of consumers.

Ad#ertising and Place:

Place relates to physical distribution which is possible through various channels of distribution. Advertiser has to decide whether to adopt direct or indirect channels of also useful for large*scale distribution. Advertising plays a crucial role to ensure smooth distribution of goods and keep the consumers well*informed. Ad#ertising and Promotion: Promotion is perhaps the most important element in the marketing mix. #ompanies introduce sales promotion campaigns for capturing market. Price discounts and schemes like buy one, get one free are also offered as sales promotion. 7arious sales promotion techni5ues are introduced at the consumer and dealer levels. /indow display, provision of after sales services and coordinal public relations also facilitate sales promotion. !assive advertising is useful to support the sales promotion campaigns.

1.( AIDA )or *%a in Advertising


The A DA formula in advertising was suggested by ).8. $trong in his book 1the psychology of selling.2 This formula suggests the steps in the process of advertising. The term A DA is a short form derived from the four words+ A I D A ATTENTION INTEREST DESIRE ACTION

A $ Attracting Attention:

t involves attention element of an advertisement which 9catches the eye and attract attention. A person is likely to be attracted to advertisements which concerns him and will be useful for him. n order to attract the attention of reader, it is necessary to provide relevant information.

I $ Mo#ing Interest:

This is the second step to consumers response. t is called 1from eye to mind2 or 1from attention to interest2. As attention should be favorable, interest also should be favorable. All good advertisements start with consumers point of interest. An advertisers approach should be to establish with the consumer, who is advertising prospective buyer for the advertised product

D $ Creating Desire:

The main &ob of advertising is the transformation of an interest into advertising desire in the consumers mind for possessing that product. $ome methods for creating advertising desire which turn product interest into a buying desire. Present benefits that the consumer will gain. ;ow to use or operate the product< $how the troubles that can be avoided by product purchase. =se prestige, pleasure and social approval angles.

A $ Securing Action:

This is the last stage in response to the advertisements. t prompts action and turns prospects into buyers of the product. t is very important stage because it decides the success and failure of advertisement. #omplete information including price of the product, 5uantity, etc., should be given to help the person to make a purchase decision. $imilarly, expected action can be secured by adopting various techni5ues such as, gifts, samples, installment facilities, free demonstration etc. by using phrases 1Dont delay2, 14uy now2, 1sale2, 1>imited $tock2?etc. action is generated.

*CHAPTER 2* ADVERTISING CA+PAIGN#

2.1 ,-at does it

ean.

Planning Advertising #ampaign is not common in the case of all manufacturing companies particularly companies marketing consumer item and facing cut A Throat market competition. Advertising #ampaign has been defined as series of Advertisement having the same thing and published within specific period. Though the campaign is conveyed through different media, it has a single theme and its unified approach. All though advertisement are depended but they are deliberately made similar to one another. The physical continuity is indicated by similarity of visual and orals. ntroduction of advertising campaign need long term planning with specific ob&ective, budgetary provision and arrangement for extensive advertising with advertisement specific period. nvolvement of various marketing executive is also essential for the introduction of such advertising campaign. During the campaign period, series of advertisements with identical message are published through different media in order to have positive impact on the people. The purpose of advertising campaign is to solve marketing problems with the help of extensive advertising. t may be treated as outcome of overall marketing strategy. Advertising efforts through well planned campaign gives better results than regular advertising on advertisement small scale. This is because buyers are forgetful of erratically appearing advertisements. ;owever, repeated advertisements on the same theme give better response from the consumers.

Coverage#/
%. Advertising #ampaign may be organiBed at the national, regional or local levels. (. $ometimes, they may be necessary for facing market competition.

6. Direct mail, radio, T7 and press are used for the execution of advertising campaign. -. Advertising campaigns are costly due to increasing media rates.

2.2 Re0*ire ent of advertising "a !aign+ Advertising "a !aign is a%1a2s desira3%e 3e"a*se#
%. (. 6. -. :. @. #onsumers are forgetful. #onsumers get confused with advertising messages. #onsumers sometime overlook advertisements. Dew prospects emerge over advertisement period of time. A part of advertising effort goes waste because some buyers are not real prospects when advertisement appears. #ontinuity in message as reminder.

2.$ )a"tor inf%*en"ing !%anning of an advertising "a !aign# 1. T-e organi4ation#

The position of the company undertaking advertisement campaign needs proper consideration while planning advertising campaign. The production capacity of the organiBation, its financial position, the sales force available, he product to be marketed are some factors which need proper consideration.

2. Advertising 3*dget#
Planning of advertising campaign depend on the budget provision made by the company for such campaign. Eor advertising, agency, the main consideration is how much campaign, media used, fre5uency of advertisements in media, etc depend on the budget provided for the campaign.

$. T-e !rod*"t#
Product or service is the base of entire advertising campaign. $uch product may be consumer or industrial, direct usable or durable, high or low priced and finally

facing high or low market competition. The planning of advertising campaign should be as per the features of the product.

(. Cons* ers#
/hile planning ad campaign, it is important to take in to account composition of consumers, their buying habits, purchasing power, location etc. This will help the advertiser to select suitable advertising theme, media and fre5uency of advertisements.

5.

6ang*age#

!ost of the ads are initially conceived in )nglish. ;indi and regional languages are better understood by the people. 4ilingual advertising will be more effective. 7.

Co !etitors#

Advertisement is normally influenced by the extent of market competition and the strong and weak points of competitors. )xperts can plan the campaign properly after studying the position of market competition and the policies of competitors.

8. T-e

edia#

Advertising campaign is influenced by the media available for advertising purpose. t is necessary to select media which are suitable for the product, target consumers, budget allocation and so on.

9.

Sa%es !ro otion efforts#


other

Advertising campaign should be properly ad&usted with the plans of the sales promotion plan prepared by the sales department. :.

departments of the company. t should be ad&usted with the production schedule and

Identifi"ation of C*rrent Pro3%e s#

Advertising campaign is basically for dealing with the current marketing problems of the company. The possible problems may be+ sales are reducing, merits of the product are not brought to the notice of target consumers, the product fails to face market competition effectively, etc. it is necessary to give attention to such current problems while planning advertising campaign. G

1;. Govern ent Reg*%ations#


n our country, government exercises control over media. Advertisement numbers of restrictions have been imposed by the government. n order to plan an effective advertising campaign it is desirable that the advertiser is well*informed about government regulations and controls in various media.

11. Advertising O3<e"tives#


An advertising campaign is well executed when its advertising ob&ective is well defined. The campaign must use such headlines, slogans, illustrations which help to achieve the advertising ob&ectives.

2.( Pro"ed*re for !%anning advertising "a !aign#


Planning advertising campaign is advertisements lengthy process but is essential for successful execution of the campaign. >arge companies prefer to hand over the entire work of planning advertising campaign and its execution to advertising agencies. During the planning process, the agency has to do lot of research and finaliBe various details of the advertising campaign. n general, the following broad steps are involved in the process of planning of advertising campaign+

1.

Revie1 of Co !an2=s +ar&eting Position#

A company which desires to introduce advertising campaign may appoint an advertising agency for planning and execution of advertising campaign. n this case, a &oint meeting of executives of the company and advertising agency is arranged to review the present marketing position of the company, with reference to+ T-e !rod*"t. T-e Cons* ers. T-e +ar&et Ana%2sis. T-e Co !etitive sit*ation.

n addition, special marketing problems faced by the company will be reviewed. This type of &oint study prepares faced background for planning advertising campaign

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which is likely to give promising results. Detailed discussion on such items guides the agency experts in planning the advertising campaign.

2.

Defining target

ar&et#

/hile planning advertising campaign, it is important to workout who are the potential buyers and where are they located. The common criteria used to segment target markets are demographic, geographical, psychographic etc.

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Deter ining t-e o3<e"tives of Advertising Ca !aign#

The ob&ectives of advertising campaign need to be decided before finaliBing other details. The ob&ectives guide the entire planning process.

T-e o3<e"tives of advertising "a !aign in"%*de#


$ales promotion, Attracting customers of competitors, Developing consumers loyalty, !otivating dealers to take active interest in the sales promotion, !aking the brand image popular and !otivating target customers to buy regularly and in larger 5uantities.

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>*dget a%%o"ation#

4udget allocation is advertising limiting factor in the advertising campaign. The selection of advertising media, fre5uency of the advertising message, attractiveness in advertising, etc. depend on the budget provided. The advertiser will provide substantial budget, if he feels that such campaign is likely to give substantial benefits.

5.

De"iding t-e T-e e?+essage#

Eor advertising campaign, the advertising theme should be decided. Theme denotes the central idea around which advertising message will be given so as to make the theme known and popular among the consumers. Advertising campaign relating to %%

soaps, detergent powders, cosmetics, cold drinks, tooth pastes, etc. is based on certain novel theme. Thus, the message to be communicated should be decided during the planning process of advertising campaign.

7.

Co/ordination 1it- ot-er

ar&eting a"tivities#

Advertising campaign is for the whole organiBation and not for the advertising department alone. Daturally, proper co*ordination between advertising campaign, production programmed, sales and finance department is necessary for the successful execution of the advertising campaign.

8.

+edia se%e"tion#

t is necessary to decide the media to be used for communicating the message. Along with the media selection, the media schedule for actual advertising should be decided for the convenience of media owner and also expected effect of repletion of advertisement. n addition, the language to be used for communicating the message should be decided.

9.

+edia s"-ed*%e#

The advertising agency in consultation with the advertiser has to prepare a schedule for each media and insertion of each advertisement in the media. !edia schedule will include time and fre5uency of each advertising in the selected media.

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E'e"*tion of Advertising Ca !aign#

After the planning of advertising campaign, the next step is the execution of advertising plan in actual practice. This includes, a. b. c. Preparation of advertising copy, Arrangements with media for publication, 4ooking time and space in media etc.

t is also possible to introduce the campaign on advertising small scale in the test market and thereafter at the regional or national level. 1;.

+onitoring of t-e Advertising "a !aign#


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Proper supervision on the execution of advertising campaign is necessary in order to make it successful. t deficiencies are noticed suitable remedial steps should be taken so as to have orderly execution of the whole campaign. 4y conducting post campaign tests, it is possible to know the effectiveness of advertising campaign.

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*CHAPTER $* CREATIVIT@ IN ADVERTISING

1#reativity is seeing something new when you look at something oldI it is all heart of civiliBation and is the driving force of revolution.2 / David 'gilvy. t is an accepted fact that there should be an element of creativity in an advertisement. This creativity is something new, uni5ue, extreme attractive and appealing to the consumers. n fact, advertising itself is advertisement creative process. t is the outcome of long term planning and hard work on the part of the copy writer or artist who prepares the final copy of the advertisement. This is natural as creative ideas do not come over night. They are re5uired to be developed through systematic thinking process.

$.1 )a"ts of "reativit2 in advertising


#reative advertising needs to imaginative, intelligent, sharp, to the point and extremely catchy. t must motive people to purchase advertisement product. The message and appeal made should be able to make positive impact on the consumers. According to Albert /esley, 1#reativity is the ability to develop new useful ideas that produce desired results.2 #reativity should focus the attention of the reader on the product and he must feel the urge to have that product for same benefit. This suggests that creative

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advertising should be able to create demand for the product when it is introduced for the first time.

Signifi"an"e of "reativit2 in advertising#


n their attempt to win their customers, a number of Advertising campaign during (HH% failed to cash creativity in advertising. )very promotional campaign was offered gold. $ome offered gold coins, while others offered kilos of gold. These campaigns were all running simultaneously. Do matter what product the customer bought, he would be sure of the gold offer. $uch campaigns failed to generate brand loyalty. A good promotion is one that ensures repeated purchases by customers. #reativity makes advertisement popular among the consumers and motivates them to purchase advertisement specific product. The advertising message is received well by the target audience for follow*up action. Daturally, creative advertising facilities sales promotion.

$.2 I !a"t of Creative advertising#


t creates 5uick demand for a newly introduced product. t creates awareness about the product in the mind of prospects. #reative advertising creates desire and motivates consumers to purchase the product. #reative advertising 5uickly draws the attention of people towards the strong points of the product and promotes its sale. !any products such as colour T7, #omputers, /ashing machine, etc. get popular support from consumers due to their advertising. #reative advertising makes consumers conscious of their needs.

$.$ Pro"ess of "reativit2


The creativity process has interested all people in the field of advertising. #reativity process depends on imagination of copywriters and artists. The raw %:

material for creativity process is information. The creativity process must include factual information about the company, the product, competition and target audience. Eact*finding is the basis of creativity process.

Ste!s to 3e fo%%o1 in Creativit2 !ro"ess# %& Define t!e Pro'lem:

ntroduction of creativity in an advertisement should be treated as a problem which is to be solved by finding out good idea and its effective execution. Eor this, various alternative solutions are available. $uch solutions may be+ Developing rational support in the proposed advertisement. 'vercoming consumer resistance to the product.

$ecuring popularity to the brand name of the product. Demonstrating special benefit in advertisement uni5ue manner. ndicating utility of the product to target consumers.

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Detailed stud" of t!e pro'lem:

Developing creative advertisement needs long period. Eor this, which of the alternative solutions is convenient should be studied constantly. After selecting one specific alternative, the whole attention should be concentrated on that alternative so as to develop advertisement new creative advertisement. Detailed study of the product, market environment, advertising by the competitors, etc. is re5uired to be made in order to select one area in which creativity can be introduced effectively.

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*erification of new idea:

After deciding the manner in which creativity is to be introduced, the same idea should be given more attention for the verification of its use in the final advertisement. Eor this, various 5uestions can be raised by the copy writer and artists to find out the effectiveness of the idea accepted for introducing creativity. t is also possible to prepare copy of the advertisement as per the new idea for collecting reactions from limited audience. This will gave a little wider exposure to the new idea and its verification will get better validity. %@

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Concrete follow,up actions:

Eollow*up actions are rather easy to introduce once the idea to be used for raising creativity is finaliBed. This idea selected will be treated as the 1focus2 point and the follow*up actions will be taken using 1focus2 point of the base. The advertiser himself may decide the idea to be used for creativity purpose. ;e may hand over the idea to the advertising agency for follow*up actions. The entire responsibility of creativity in advertising may be given to an advertising agency which will develop new idea and take follow*up steps after consulting the advertiser.

$.( Creative strateg2


Apparently put by David 'gilvy 1/e must sell or else2 A a simple word 1perish2 can be added to complete the statement. This sentence emphasiBes the need for selling ones product or service or idea, which is not possible unless there is some creative strategy behind it. Advertising is an art and hence it is creative. t should trigger advertisement dream and aspiration in the mind of consumer. #reative strategy is smooth and free from crowding. t provides advertisement theme to every advertising campaign. #reativity in advertising must be discipline creativity. 4y translating ideas and impressions into pleasant advertising message, each advertising man gains personal satisfaction and creates en&oyment for those who come in contact with the results. The act of using creative strategy is not so simple. #reative does not &ust happen. t re5uires hard work and advertisement keen mind. Although all persons are gifted with some degree of creative ability but some are more superior in this respect. #reative strategy is used in conceiving, writing, designing and producing advertising messages.

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As!e"ts of Creative strateg2#


%& Ad#ertising o'-ecti#e: Although the function of marketing is to sell, the purpose of advertising is to help the selling process through communication with prospective customers. !ost advertisements inform as well as persuade. $ome are designed to help established attitudes and buying behaviors. 'thers try to reinforce or change existing shopping habits, brand images and usage patterns. The advertising ob&ective expresses the desired positioning of the product or service advertised by describing the image the advertiser desired to communicate to consumers.

(& .arget audience:


t is importance to accurate description of the demographic and psychographic composition of target audience for whom the advertisement is being created. 3uantitative data such as age, sex, marital status, occupation income, education, residence etc. must be supplemented by information about consumer attitude relating to advertised products, competitors as well as the type of creative claims being considered for the message. $imilarly, information on media, shopping and buying habits and on product usage must also be gathered. )& Creati#e promises: Dext comes advertisement statement of the exact product value that the advertiser will communicate to potential consumers. The main creative message should centre on brand advantage to the target audience.

+& Supporti#e claim:


n order to maintain credibility for his promise the advertiser must use factual information. Do promise would be accepted or believed by the target audience unless it $pells out the specific gains consumers would get by purchasing the product service.

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/& Creati#e st"le:


)very copy must describe the mood of the forthcoming advertisement or commercial such as cheerful, dramatic or business like. #reative message give distinct personalities that are expressed through copy ,printed or spoken words. and through graphics and aural effects ,printed, visual, sound and music effects.

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*CHAPTER (* INNOVATION IN ADVERTISING


n AJD the show 16H second of fame2 which is the reality show of America where the amateur performer got the stage for 6H seconds to performs what they wanted. The half hour program was an endless and almost uninterrupted series of 6H second, solo and group performance ranging from dance to singing to any activity. They have to show all their possibilities creativity to impress the audiencesI otherwise they are out of the show. 7oting right is given to the audiences for selecting or re&ecting them. This is similar to todays day to days advertising, which also has limited time to impress their targeted consumer and its success or failure is in the hand of the customer. Therefore to attract the customer toward the product it is necessary that the advertising should be creative. Today advertising is not stick to heavy television alone, had seen how ads and brands are popular all around us. Dotice how any space from taxis to school bags, painted trains, sweat*shirts, glasses at bars, lunch*boxes, credit card bills, cutlery, postcard, trees and back*lit vans are being decorated with colorful advertising messages these days< 7enues like malls, multiplexes, campuses, railways stations, restaurants, etc. are also offering a host of creative advertising hang*outs. This is the rapid world of innovative media vehicles, which is long on imagination and sure to grab eyeballs. Take motor*bike brand "oyal )nfield. t cornered elevators on the public places and flanked each lift with pictures of rival bikes. As people leave the lift, they see larger than life "oyal )nfield cut*out before them. The message is that the "oadside "omeos please make ways for divine one. t is &ust a part of the innovative media vehicles, look out the Ea Eresh Kone which targeted multiplexes down south. Ea dispensers let scented air flow through the air*conditioning pipe in the 1cooling areas.2 !eanwhile, rival "exona has put up painted people on sliding doors move, we get the illusion that people are actually (H

turning away from us, thanks to body odour. The trick to building a fun brand is to devise fun ways of speaking to the consumer. The "exona deodorant sliding doors innovation was a truly creative exercise. #ellular operator Airtel has branded charging booths in metros, where user can go and charge their handsets. $mirnoff brands itself around glasses at bars, while >ipton took up its own special place on credit card bills. /hen everyones at it, why should Pepsi or #oke be far behind< 4oth the brands offer plenty of free merchandise like sweats shirts, bags, wristbands, etc. at their sponsored events, concerts, and certain fast food outlets where they also brand everything from foot mats to tablemats. /e can call these advertising vehicles fantastic or imaginative. Point is everyone is doing it. !ore and more marketing budgets are being moved from mass media to targeted, direct response media such as creativity in advertising or interactive marketing. The more integrated the customer get, the more integrated the brands needs to become. Also, media fragmentation makes it more and more difficult to effectively deliver mass message, so brands have no other logical choice than to get interactive. Derolac has run 1touch and feel2 counter in various malls and multiplexes, which also gives free Derolac merchandise like mugs, bags and cutlery. !cDonald advertising on the attractive and branded glasses, with string attached, Eor home delivery ? call the !cDonalds number.2 nterestingly, so*called staid categories like bank can also get some Bing with innovative branding. $hoe boxes branded with $4 logos and the pitch line+ 1#ar loans from $4 * Do more battered shoes2. #reativity in advertising generates activity and results 5uickly. Ads can be hung on trees or in rural setting too. dea cellular has been branding dhabas on the Delhi*Agra and DelhiA#handigarh highways and allowing passer by to charge their mobile phones via charging outlets. The brand has also imprinted its logo on articles such as diaries, bags, coffee mugs, cutlery, trolleys and key*chain. 4eside this logic is that the consumers reach a point, where they get tired of regular every day advertising, something thats clichLd and predictable. #onventional media starts getting on their nerves. Again, expect mirror on market places where people can catch their reflection?..courtesy Asahi mirrors. (%

These efforts come at a soft price, but add a lot of life and fiBB to the brand. =ltimately all of advertising and brand building is about passion and it should fall in uni5ue ways and it can be shown in the following case+*

Airte% !%a2s a street s art.

A busy crowd going about its daily business in a provincial town. $uddenly, someone on the mobile phone goes ? !allo aloo ka aloo ka 0is laaloo ka na!in aaloo ka daam k"a !ai0 id!ar ka '!a#1 2"a paa#0"e! signal 'akwaas !ai& Dow, someone else from the crowd begins to talk to his girlfriend about his marriage. >oud enough for others to hear. Another call the doctors for help. Then these people on the, scattered in the crowd, start to walk to an unspecified spot and make a circle. /hen the group gets together, and each enacts its part, the chorus concludes the play with a song about the benefit of a having an Airtel mobile. This play was organiBed by Airtel in three rural towns situated close to hugli, lucknow and pune. Though 7$D> is already popular with the rural elite, Airtel has exposed the weakness of the competitor and its benefit.

Art of !%a"ing "*sto er t-ri%% over !rod*"t


4a&a& auto test*marketed its pro*biking centre in Pune last year. Deoteric infomati5ue has launched Jplore, the first digital experience lounge in the country. t does not sell products but only lets consumers experience product of its clients.

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He2A

onsterB 6eave t-e

&ids a%one

#reating a connect between Pepsodent and hygiene among kids, !udras 8idstuff Promo M )vents held a school*contact programme for the ;industan >evers toothpaste brand, Pepsodent. Nerms were referred to as bhoot ,monster.. The promo was organiBed across (: cities and %:@: school in the country.

Era in 1as-ing !o1der advertisings

Dow, see how the washing powder advertising has changed from the previous to current period. A signal of washing powder ads was flash when the $urf >alita&i campaign was started and it was too famous. t built a real, middle*class housewife figure, who was price sensitive but also value aware when it came to choosing $urf over Dirma. Dirma at that time was giving a simple ad with the symbol of the girl, who is happy with her colorful M neat dress. 4ut in $urf, >alita&i was street smart, as she understood the difference between 1buying cheap2 and 1buying value2. >alita&i was perhaps ndias first advertising, created icon reflecting the real consumer. "eal emotion soon became the stock*in*trade. "in built on envy as a real human emotion with 14hala uski kameeB mere kameeB se safed kaise<2 theme which connected with consumers in the early %GFHs to create an iconic brand. /heel detergent built on this theme by re*positioning Dirma and its type as destroyers with 1door ho &a meri na&aron seI mien ne maangi safai aur tu ne di haathon ki &alanO2 Then Dirma had come with &ingle advertising, which creates a boom in sale of the product. $urf also started to give its product a different name, $urf excel, with a new punch (6

line 1$urf excel hain na2. There were also many new product came like $asa, Nhadi, )co*friendly, Ariel etc. but because of lack of competitive advertising they fail to succeed in the market. ntroduction of tide in the advertising market creates a fear for all other washing powder. Dirma had also renewed its advertising but with the same &ingle. $urf tried to compare its product with Tide but failed. Tide had used the 9$hekhar suman thats time favourite ,because of 9!overs and $haker. and tried to give advertising of door to door #hallenge, which again proved successful. Their after $urf excel include the reality of ndian in the ad i.e. 9sirf do bucket paani, 9paani ki bachat, etc. Tide then used the interactive medium of film, e.g. 4aghban, Prem ,south film., etc. Dow $urf excel and "in are using kids in their advertising, and are also successful. Tide is using bets formula in the advertising. These three are touching a big height because of flexibility M innovation in their advertising.

(.1 ON6INE ADVERTISING


'nline advertising blaBes a new trail. t is fast making deep inroads into )urope, where the growth was sluggish. 'nline advertising already account for some -HP of total advertising worldwide. They accounted for :@P of online advertising spending in 4ritain last year. nternets advertisings already make up abut %HP of 4ritish advertising spending. >ets see some creative online advertising by different company.

Adidas on%ine
The alternate reality offered by Adidas comes in the forms of The mpossible Team, a free online soccer game styled after the popular new generation of multiplayer games that have millions of real people around the world simultaneously competing against one another across the nternet. Eor advertisers, a ma&or attraction

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of the massive multiplayer online game, in which interaction among players is integral to winning, is that it holds the full attention of players over long period of time. Ticket to the final /orld #up games will be awarded to top players of the game in some countries. The cost of investing in the game is much cheaper than a television ad* especially during the /orld #up*and it has other uni5ue advantage.

(.2 CINE+AS AS A TOO6 O) ADVERTISING


A year ago when entered a movie hall, strolled past movie posters and headed step into hall, literally have to watch my

straight to the food counter. Dow when

step. There is a D;> cutout thereI a ;ero ;onda bike parked there, a promotion for 4rylcreem, hall seats sporting the $ignature whisky brand, poster of Airtel advertising telling viewers to download the Eanna songs, Destle milk on the break fast table in the movie Eanna?.. /hether it is the hall premises, intervals breaks during films, or the film itself, advertisers see merit in the medium. #ompared with T7, advertisings on the big screen escape the clutter and the T7 remote that that dishonestly &umps to another programme the minutes T7 serial breaks for a commercial. #inema is an opportunity to grab attention of the captive audience. Though, the cinemas reach is lower than T7, in terms of impact it is around 1five times higher2. And with the multiplex experience emerging as an alternative form of entertainment, reach is going to get better. #urrently, there are %HH*%(H #ineplexs. According to the Qes 4ank report dated (HH:, by the end of (HH@, %6: multiplexes will house more than %.@ lakh seats spread across over :HH screens. n fact, ndias largest cinema exhibition company, P7" #inemas, recently opened the biggest multiplex in the !umbai with @ screens and %F:% seats. 4esides, the moviegoer population is on the rise. !ost fre5uent cinemagoers belong to the age group of %: to 6-. The urban population belonging to this age group is estimated to increase by 6HP and the money they are expected to spend on films is (:

likely to be "s %6F million in (H%%. Also, with the emergence of multiplex culture, cinema is going to be the key medium to reach out to the youth. /hile Dilwale dul!ani"a le -a"enge is estimated to have collected "s (H crore abroad in %GG-*G:, ang de 'asanti collected "s (- crore abroad in &ust six weeks. !arketers are viewing movies has a great merchandise opportunity. "aymond has &ust tied*up with /arner 4rother to market the complete range of $uperman merchandise in ndia. Pantaloon has an arrangement with Krrish. Aamir khan productions and indiatimes.com had tied up with Archies to market products associated with Lagaan. !arutis $wift was launched in Bunty aur babli. #learly, with the many uses of cinema, soon it would become a fairground for brands.

+ARCETER D )I6+ +ACER E,INNING FNION


The moment a brand is placed in a movie, both stands to benefit*much more than ever before. The director of 8"" $;, "akesh "oshan, was able to cover (HP of the cost of the movie through in*film brand placements and merchandise. Animation characters are a popular group that marketers could profit from in the future as viewers tune out during usual commercial breaks.

Giving t-at fi% 2 g%int to Tanis-0 <e1e%%er2 "o%%e"tion


The range of &ewellery was promoted as the 9Tanish5*Paheli collection. The idea was to use the association with the movie to the Tanish5 brand. The movie turned to be a hitI the cash registers at Tanish5 outlets kept pace with the box office collection of Paheli.

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*CHAPTER 5* IN)6FENCE O) )A+I6@ IN ADVERTISING


The ndian family is changing in real and advertising settings. The patriarchal order is shifting+ approval of elders is no longer priority. The emphasis now is on youth, and there is freedom from old family ties and rituals. The standard family advertising may have husband, wife, two children ,always a boy and a girl. and usually the happy grandpa on a swing alongside a prancing dog, things are changing. They seem nuclear family, more single women and men, and even within families, there are younger childless working couples. Dow lets see how Advertising agency used the different people of family in the advertisings

5.1 C-anging ro%e of 1o an in advertising

There was a time when ladies in advertisings are being shown as a props and ob&ects. >adies were shown slaving over her husbands shirt, or cooking delicious food or soothing her childs forehead< They always showed as a good and so boring. 4ut now ladies are used as assertive and arrogant. mportance of ladies in the advertisings is increasing day by day. >adies are put in advertisings where they are not re5uired at all like in the advertisings of shaving cream, mans clothes, gents watch, etc. but than also they are put because of change in the perception of the people. (C

n fact in advertisings nowadays women are given more importance than man. Aishwarya 1giving it back2 to the guys, and in fact, whistling better than them. #hased out of a girls hostel for wanting to be fair and handsome. There are girls out there in marriage market who treat a man like a dog on a leash, her husband talk when she say talk and walk when she say to walk. $o dont let it happen to you, do register at &eevansaathi.com. f she wins an innocent bet, she may go to the extent of getting the men to roll out endless papads, so be careful before shooting mouth off on some inconse5uential detail about $4 . The Ariel husband obliged us by washing the sheet. The advertisings of prestige cooker with a punch line 1&o biwi se kare pyaar woh prestige ko kaise kare inkaar2. At last it can be said that 1why should boys have all fun<2

5.2 Cids ro"& t-e advertising 1or%d


8ids had plays a great role in the advertising right from the Polio advertising on the Doordarshan. 8ids with a cutesy cap on backwards with spiky hair cut are always there behind a creative advertising. Their naughty antics and lack of respectful interaction with the elders in the advertisings show their growing influence and changing role within the family circle. f parents tells the kids that buying a %:HH"s football is not &ust possible for a middleclass people than they tell to their family 9Dothing is mpossible. #omplain about their dirty clothes they tell 9Daag Achche ;ain. The Alpenlibe cream fills advertising has a child making people laugh by imitating his fathers antic in public. ;oli or no holi, if they want Alpenlibe, they will go to any uncle and put out their hand. n the soap advertising lifebuoy they give us guidance how they are safe in the dirt. They play hide and seek with Amitabh and shows that their clothes are whiter than him because of "in. They show that at such age also they are saving their money in the piggy bank and for security they deposit it in the 4ank of ndia. They can even throw our mobile if their photo is capture without permission. f he is sad then he

(F

might left out the house and then only 0alebi of Dhara oil can make him happy. They know how to tell their taste with the colour of wall. $o dont treat these kids as a weak because they are now taller, sharper and stronger.

5.$ +en=s ro%e in advertising


!en are getting more different role in the advertisings. The origin of men in ndian advertising was as a hardworking man with hardworking brand. #lad in his banyaan the ndian men ploughed the fields and then washed himself with his >ifebuoy soap and didnt about how he really look. Dow, we often see a softer, metro* boy within the family fold. Dow, !en are in a >ux bath tub with rose petals. There was a time when male was a dominant in an advertising. 4ut now female has a more value in advertising. 'nly bollywood and cricket star are given a more important. Dow, !ale are used as a supplementary to female. 4ut there are some advertisings in which men are compulsorily re5uired, like bike, shaving cream, creams for men, matrimonial advertisings, etc. there importance in advertising is less as compare to ladies, but then also it can be said that without them the advertising is incomplete. Please dont ask any male any 5uestion, who knows when they will scold you and say 9Doobaara mat poochna.

5.( Ani ation in advertisings


Dowadays animations in advertisings are increased due to its favourable response from the viewers side and are cheaper as compare to brand advertising.

GERR@ HA66 OFT= t-e TO+


As the Tom M 0erry show is one of the famous show in the cartoon network, it was the great idea to use it in advertising. All 'ut had done the same, but was ineffective to produce it in a right manner. There was proper starting but not so was the ending of the advertising. #hildren always had habit to see the 0erry to win at the last or Tom M 0erry becomes friend, but this was also not shown. n spite of all this negative point its sales has been increased after the advertising has been introduced. (G

Energi4er
Talk about going and going. )nergiBers drum*beating rabbit has been the brands icon, on and off, for %C years ,since %GFG.. 3uestion asked+ 9how long wills this battery last< Answer+ 9so long that one commercial cant show it. t was one of the longest running and most recogniBed campaign. The fuBBy icon for )nergiBer 4atteries has been banging his drum and twirling his stick through over %%: commercials since %GFG. This sunglass*wearing pink bunny has been ranked among the top : advertising icons of all time and can still be seen, %6 year later.

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*CHAPTER 7* 7.1 Creativit2 in r*ra% advertising


The advertising agencies have to adapt different strategies to advertise its product in rural areas. 4ecause the people in the rural areas have different languages, values, cultures, tradition, etc. many companies failed in rural market because they had adopted the same strategy in the rural as urban. 7illages are too scattered. A single communication to target the rural rich scattered all over is impractical. /ith every district, language and culture change and so, does the challenge of connecting with them. There are much advertising which are created by taking in view of the rural people. >ike the one that shows a truck driver and his assistant "a&pal yadav. 'r, e$ys laptop advertising where a farmers assistant uses a laptop to find out the international rates of chilies, or the 7oltas advertising, where an air conditioner cools off the sweat of a farmer. "ural makes perfect sense since CHP of ndias population resides in rural. The communication should touch the heart of the consumer, thats it. The language and emotion is understood and felt by everyone. ;ere are the examples of the different company which had advertised its product in special way in rural areas

+ortein &i%%s t-e ravana

4ihar has a very low mass media reach -(P. >ocal player !axo dominated the mos5uito repellant market with :%.6P whereas !ortein, the number % national brand has only (FP shares. !ortein had to get the better off !axo by connecting with the consumer using what would attract the locals. The route was to break traditional media formats in the most traditional part of peoples lives A The $onepur !ela. n a market dominated by low priced, 6%

unorganiBed local players, !ortein strategically choose its higher end 1ten hours2 variant to demonstrate it powerful protection platform. $onepur Eair is the largest cattle fair in Asia. !ore than % million people visit the mela every year. The month A long fair also coincides with Dussehra. They chose an adaptation of the great ndian epic* "amayana, which is enacted at the Dussehra Eair. "amayan is a classic story of the victory of god ,>ord "am. over evil ,"avana.. This fitted in well with brand platform of the $trength of the !ortein ,the savior. over !os5uitoes ,the evil.. A :H feet high image of louie ,the king of pests. was created. Eor the entire month, a huge publicity stunt was done in the form of a 9"ath Qatra ,chariot procession. taken through the mela. 'n the D*day ,Dussehra., !ortein hexagonal coil ,the protector against the menace of pests. shot lasers to burn down the effigy of >ouie, in the same way that the image of "avana is burnt by the arrows of "ama in "amayana. This year, in place of the traditional "avana, >ouis the !os5uitoes was the cynosure of all eyes. An emotional chord was established through the use of an epic legend with more than the one million people who visited the fair. The support media of radio, poster, cinema and "ath Qatra kept the momentum going, paving the way for the grand finale of the burning of the >ouie "avana image. The value share of !ortein %H*hour coil in 4ihar showed a huge &ump post the activity. The usage of this innovation targeted medium ensured a growth of -GP, moving its share from (FP in $eptember(HH: to average -@P during December (HH:*(HH@. !axo dropped to -HP in the same period. The halo effect also resulted in FP increase in share value of other !ortein variant. The positive brand connect generated among the audience was, of course, immense, and well continued to reap benefit for the brand to the brand long * term.

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G%*"on/D <oins t-e O%2 !i"

The challenges with this innovation was to reach out to key markets of 4ihar and Pun&ab, areas that are media*dark and ;indi speaking, where the best way to relate to the consumer is on the ground. They tapped the consumer in the summer, a time when their body needs glucose most. $ince the aerated soft drink market is growing, encouraging people to drink glucose was the main aim of their innovation. To do this, in Pun&ab they tied with the annual kila "aipur rural 'lympics. Nlucon D come in has a co*sponsor of the event and participated by refreshing the -:HH athletes and -HHHHH viewers. "elay, the sport and #)! practice of $!N ,$tardoms !edia 7est Nroup. handle the entire pro&ect. The insight was simple*Pun&abis en&oys their sports and love to sweat it out, so with Nlucon D, they tried to show them that they too understood the value of their energy. Also, co*sponsorship of kila "aipur games is relatively unexplored by other brands, this created a singular connect with the rural folk to whom he games are very important. n 4ihar, apart from creating awareness about the goodness of the Nlucose, the main issue was an increase in of poor look*alike of Nlucon D in the market that was being bought by people. Thus, they tied up with the "otary nternational to provide mobiles pyaoos ,drinking water station. that not only serves water to the passer bys, but also Nlucon D.

66

This helped to show the difference the real and fakes, while also giving them a taste of glucose. nitiated in four towns and based on the success in the first month, the pyaoos were extended to others. /ith a trusted organiBation like "otary nternational, They had more

credibility then any marketing organiBation could have given them on* ground. Through these innovations, in both Pun&ab and 4ihar, more then - lakh people had sampled the genuine Nlucon D. Einally, to make people aware of the summer heat and the importance of glucose, they had used soap*actress $miti rani who, in a non*commercial way encouraged people to drink glucose. $ince people tend to trust soap*actors more and AD7)"T $ DN less, she had tout the message without emphasiBing the brand name. An effort that had begun during AprilR!ay, it had created awareness about the importance of glucose in the summer, while also creating a connect with Nlucon D.

OTHER ASPECT O) ADVERTISING


There are many other aspects of advertising which enhances its creativeness which includes brand icon, colours, creativity on particular occasion, modes of advertising the agency uses, its audio, etc. let see some of these in brief with example.

7.2 CREATIVE AFDIO ADVERTISING


had seen many advertisings on the media like T7, internet, etc which are the combination of the visual S audio or only visual advertisings. 7isual advertising has good action on our mind because we can see the overall procedure and can understand it better and faster than the audio advertisings. 4ut there are such advertisings in the radio and as well as in the television which were successful due to the effective audio work i.e. &ingle or signature tune. Eor example+* %. 4A0A0 T/' /;))>)"$* 4uland 4harat 8i 4uland Tasveer?;amaara 4a&a& (. Dational ntegration* !ile $ur !era Tumhara 6. Kandu 4alm* Kandu 4alm, Kandu 4alm, Pida ;aari 4alm. 6-

-. Pan Parag* Pan Parag, Pan !asala, Pan Parag. :. >i&&at Papad* 8arram 8urram, !a&edar >i&&atar, $aat $waad !ein >i&&at, >i&&at Papad. @. Derolac* 0ab Nhar 8i "aunak 4adhani ;o C. Dirma* Doodh $i??/ashing Powder Dirma, Dirma. F. Titan* $ignature tune G. Airtel* $ignature tune. %H. #adburys Dairy !ilk*8ya $waad ;ai Kindagi !ein %%. 'peration flood* Doodh Doodh Doodh. Niving importance to the &ingle many company prefer to have the same for their product also. The #lose*up advertising with the $ehgal voice was given a huge feedback to the company. After the success of the Airtel signature tune the "eliance communication had also advertise its product with the signature tune. Dormally in rural areas people remember the advertisings which has &ingle in it and hence buy the same. 4ecause of the increasing importance of &ingle and signature tunes many company had not changed their &ingle and signature tunes for many year.

7.$ CO6OFRS IN ADVERTISING


The advertisings agency had also focus on the colour theme. t had a psychological effect on the mind of the viewers. )very colour had its own meaning in itself and viewers too agree with it. Erom childhood we are taught that white is a colour of peace, saffron is a colour of sacrifice, red is a colour of violence or anger, etc. and we adopt it in our day to day life. Dowadays, advertisings are also using the colour theme. Pepsi had come with the campaign of blue and it had compare it with the ndian cricket team, because our ndian teams dressing colour is also blue and Pepsi had also launch its product in blue colour. t was to symboliBe the Pepsi as a cool guys drink and with a tag line 9!en in blue &ust keep looking cute. 4lue is the colour which is famous and the most liked by the ndian male and female. Pink is the colour famous among the female, therefore 9$cooty Pep Pink the lady scooty had come with the theme of 1pink se panga nahin lene ka. 6:

>ets talk about the black colour which is more popular in the advertisings market. n the west, black is the most elegant way to present beauty products. Products that thrive on their 94lack advertising positioning here include the 4a&a& Pulsar 4lack ,fear the black., ;$4# Advantage Eund* which strides on 1!an in 4lack. $hoppers $top and the # # Pru have both use black in branding and advertisings. Then, there are brands that use dark*overtones in their advertisings, whether its $amsonite, !ont 4lanc or the truly mysterious Dakshatra. Products like anti*dandruff shampoos and shoe polish ,#herry 4lossom. intrinsically need black. The 'nida Devil wears black clothes, in order to add that rare mix of mystery and poise. 4a&a& used Eear the 4lack positioning, in order to convey personality and an adventurous spirit. The li5uor clients that have truly embraced the hue in branding be 'ld 4lack 'range, 7intage 4lack >abel 4eer, 0ohnny /alker 4lack label, A# 4lack, etc. Therefore it can be said, 9yes, 4lack rules on the advertising highway.

7.( CREATIVIT@ ON THE PARTICF6AR DA@


ndia is at number one position for having most number of holidays occasion because of its culture. 'n an average there is @ to C occasion of different cultured person and also there are other activities like friendship day, April fool day, world aids day, father and mother days, making friend day, etc. on which holiday is not given but it is celebrated all over the ndia. 'n these particular days there are number of product and services are advertised in a simple way. 4ut some of them add creativity in their advertising for attracting more customers towards their product and service

)or e'a !%e#


N' A " airlines advertisement on % st April (HH@, wishing April fool day to all those still flying other airlines and continuing its explanation that, why not fly an airline with a G@P on*time record, state*of*the*art A6(Haircraft and impeccable services. $o much so that, we at No Air, 6@

challenges you to find a better flight at a better fare. And if you are still flying any other airline, dont be a fool. 0ust fly smart. Ely No Air.

6C

*CHAPTER 8* ,H@ IS THE PER)ECT ADVERTISING NEEDED.


After doing the study on advertising, think that the perfect advertising is the advertising which should atleast contains the following things after planning and doing research on the customer preference+*

1. Ging%e and signat*re t*ne# / 0ingles are like a song therefore it is more likeable by ndians. t is easy to remember the product which has &ingle in its advertising and it sounds nice. !ost of advertisings that have signature tunes are successful in the market so it is useful. And also signature tunes are now used as a ring tones which makes other people also aware about the product. ,0ingle*#adbury and signature tune*Airtel. 2. Fse different

odes of advertising# /

=sing different modes of advertising makes chances of aware of products in a large scale. !odes like online, T7 serials and show, billboards, standard newspaper, magaBines, word of mouth, etc give a desired publicity to a product. !ore use of modes may increase initial cost but it gives good return to new product.

$. 6o"ation#/
f advertising has to be made within the home than its condition should well enough because its reflect the company image. ts environment should look comfortable. f the advertising has to shoots at outdoor then city or foreign frames is a good option because it gives advertising a rich business culture and in many country it is cheap to do advertising because of tax break ,4angkok, Prague, Dubai, etc..

(. Advertising in s!orts#/
The E EA and the #ricket are the medium through which the millions of people are connected to the advertising. The advertising shown at the time of ndia and Australia match has a same effect as the advertising shown during E EA. n ndia cricket is

6F

much liked as compared to other sports so it is to be used for promotion. ,Eord fiesta* !'!, Dike, etc.

5. >rand a 3assador#/
$hahrukh, Amitabh, Aishwarya, Aamir, $achin, Dravid, $ania, Dhoni and 0ohn are the brand ambassadors who are popular and make the product sale through their advertising. The personality other than this had not make good effect on their own. The survey by TA! !edia says that this above mentioned personality has a good effect not only on men but also on women and kids. n the Promo $urvey (HH@, which analysed buying behaviour, said :(P of respondents or consumers think that celebrities make brands popular. -HP changed their buying behaviour based on the celebrity endorsement. :(P customers believe that a brand should always have a brand ambassador.

7. Innovation in advertising#/
Advertising should also be published through innovative media like outdoor campaign, advertisings in the serials and show ,8it 8at., use of that product in a movie ,7irudh*#alcium $andoB, 4ournvita*8oi mil gaya, !otorola*Don, etc., streets play ,Airtel., give advertising on the another product ,9rang de basanti printed on the coke bottles., advertise through $!$ or Eree Promos, neon, etc because it attract the target people at cheaper cost.

8. Different advertising for r*ra% areas#/


"ural people are more attentive towards the advertisings which are non*traditional. The word of mouth particularly by the main person in that particular area is one of the best methods in rural areas. !any company had use different strategies for expanding their market in rural ,!ortein, Asian paints, Eevicol, #adbury, etc.

9. Ani ation or i"on#/


Animation in advertisings has given a positive response to an advertising industry. !any advertising with an animation character or icon are known on the basis of animation character or icon ,)veready* 9billi chaap, )nergiBer*9bunny, $crat in ;orlicks etc..

6G

:. Co%o*r t-e e#/


A particular colour should be used as a theme for the product so that whenever a person see that colour he get a click in his mind about the product feature ,scooty * pink, bike*black fear, etc...

1;. Different advertisings for different regions#/


The advertising shown in south and west should be with their culture and with rocking sound, whereas the advertising in north and east should be of soft theme. n south their local hero should be used and in north and west bollywood star should be used and in east tellywood star should be taken.

-H

*CHAPTER 9* ADVERTISING AGENC@.

9.1 ,-at advertising agen"2 re!resent<


An independent business organiBation. #omposed of creative people. /ho develop, prepare and place ads in advertising mediaI Eor seller seeking to find customers for their goods and services. Advertising agency offers specialiBed services to its clients by charging certain fees. An advertiser prefers to transfer the entire responsibility of advertising to such agency rather than looking after all details regarding the entire advertising work. Advertising agency is a service organiBation. >arge companies prefer to use the services of such skilled, professional agencies for extensive and effective advertising. $imilarly, large ma&ority of advertisements and effective advertising. advertising agencies represent the core of the advertising profession. The agency has writers, artists, media experts, researchers, television producers, account executives and other experts. Agency specialists works together to analyse the clients business and prescribe advertising course of action to keep the business healthy. The American association of Advertising Agencies, ,AAAA. defines advertising agency as 1An independent business organiBation, composed of creative and business people, who develop, prepare and place advertising in advertising media for sellers seeking too find customers for their goods and services.2 n fact,

-%

3&( 4istor" of AD agenc"


1. Period of ear%2 gro1t- 19(1 / 1975. The first advertising agency on record in the =$ was O%ne2 >. Pa% er. n %F-%, Palmer organiBed a newspaper advertising and subscription agency. 4y %F-G he had established offices in the cities of Dew Qork, 4oston, 4altimore and Philadelphia. At this early fate, there were no directions of newspapers and no published rates for space to be sold to advertisers. Palmer acted as an informatory agent in these matters to prospective advertisers. n essence, he served as a salesman of space for publishers and they in turn, gave him a commission of (:P of such sales. The publishers found these methods of selling more effective than trying to sell direct and advertisers, wishing to reach more than one territory found value in such service. #ompletion increased, and the usual price cutting occurred. $uccess seemed to depend upon ones ability to bargain with the publisher and advertiser. The natural result of this policy was a general reduction in profits to the agencyI this led to a search for new competitive tools which would return a profit.

2. ,-o%esa%ing Period 1975 I 199;


Neorge P. "owell, who opened an agency in %F@:, supplied the new competitive tool. "owell contracted with %HH newspapers to sell him a column of space each week for a year. Throughout the wholesaling period, the agent continued as a seller of space for publishers. This took on different forms, one of which was the exclusive right to sell space in certain publishers. Thus, one agency developed a controlled list of religious -(

papers, another a 1>ist of Thirsty2 household magaBines. Any advertiser wishing to buy space in the controlled publications was forced to buy through the exclusive wholesaler for that paper.

$. Se i Servi"e Period 199; I 1:18


The wholesaling phase of agency work was checked when publishers began to establish their own sales departments for selling space. $ome of these departments sold direct to the advertiser, others to the general advertising agency. Thus, the agency was forced to turn its attention somewhat away from the particular function of selling space for publisher and toward the function of buying space for the advertiser. )arly in the semi service period agencies offered to write the copy for the advertiser, thus giving added weight to their claim of being servants of the advertiser. This concept of service was slow to developI but in the early part of the (H th century, agencies began to emphasiBe strongly this 1free2 service. 'ne agency in %GH: advertised that it paid T(F,HHH a year for a copywriter. These methods increased the agency business and forced most space sales to be made through them.

(. Servi"e Period 1:18 I Present


4y %G%C the idea of service had grown until not only was copywriting done for the advertiser but many other things as well. During the service period, many agencies have grown to the position of advertising and marketing counselors for advertiser. The service elements has modified the position of agencies to such a degree that radio and television, network and magaBine publishers have come to depend upon them as the primary channel through which time and space are sold. Publishers claim to have had an important part in encouragements of agencies to provide extra service to the advertiser. 4y providing advertisers with the kind of assistance that will improve the effectiveness of advertising, more time and space naturally will be sold.

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9.$ Preferen"e for advertising agen"2# Expert ser#ices t!roug! skilled personnel:

An advertising agency appoints expert staff such as copywriters, media planners, art designers and film makers. t provides expert services to the advertiser and offers the benefits of the services of experts in the field of advertising. This raises creativity in advertising. Dew ideas are introduced for making advertising consumer* oriented and target*oriented.

Economical ser#ices:

An advertiser finds it economical to employ an advertising agency rather than maintain advertising full fledged advertising department. !oreover, the internal advertising department may not be able to provide diversified services.

pro'lems:

5ide range of ser#ices and stud" of marketing

Advertising agency provides wide range of services to its clients. $uch services include marketing research, product renovation, introduction of suitable brand, and so on. These services are in addition to usual services such as preparing copy and booking space in media. )ven the marketing problems of clients are analyses ob&ectively and remedial measure is suggested by the advertising agencies.

Media contacts:

Advertising agency maintains close and cordial contacts with advertising media. An agency can book suitable time and space in the media for its clients. This raises the effectiveness of advertising campaign.

Creati#it" in Ad#ertising:
--

An advertising agency offers the benefits of its expert staff and past experience to its clients. t can introduce new ideas while introducing the products of its clients for better appeal to consumers. t brings professional touch and creativity in the entire advertising activity.

Inno#ati#e approac!:

Advertising agencies know exactly what makes an advertisement click and what contributes to failure. They are better placed to take advantage of rich experience and help the advertisers with innovative campaigns.

6lexi'ilit":

An advertiser can shift from one agency to another if he is dissatisfied with the services. /hen the advertiser maintains advertising department it is not at all easy to close it down because it involves dismissal of employees.

9.( Se%e"tion of an Advertising Agen"2#

Creati#it" of an Agenc":

#reativity is the most important asset of an advertising agency. #reativity depends on the 5uality of creative personnel ,copywriters, artists, art directors, etc.. appointed by the agency. The 5uality of creative services should be given ade5uate weightage while selecting an ad agency. Ser#ices offered '" an Agenc": t is necessary to consider the range of services offered ,advertising and non* advertising. while selecting advertising agency. $mall agencies provide limited services while large agencies offer wide range of services i.e. a package of integrated services. -:

7ocation of an agenc":

>ocation of an agency is important for effective, 5uick and efficient flow of communication with the agency. The agency which is operating in the city where the advertiser had its head office should be convenient. The agency can also follow the client easily.

Si8e of Agenc":

Advertising large siBe agency normally offers better 5uality services. $uch agency is financially stable with ade5uate staff. $mall agencies may not offer wide variety of services. Daturally advertising large agency is always preferable.

Initiati#e and in#ol#ement:

Advertising agency takes keen interest and initiative in the work of its clients. The agency which studies the problems of the advertiser and offers suitable guidelines is also useful for the advertiser. There should be complete involvement of the agency in the clients business. Market standing of t!e agenc": The market standing and past record of an advertising agency should be taken into account while selecting an agency. The agency which provides prompt service and also maintains coordinal relations is always preferable.

5ork En#ironment
Ad agencies are based within office settings. Accounts )xecutives, Account Planers, !edia )xecutives, Art Directors and #opywriters spend most of their working time in agency office. Account )xecutives have to travel extensively, visiting clients and suppliers. /hile other staff, travel occasionally to attend meetings with clients, or visit locations during film production. Ad agencies are very busy places and often work is on till late hours.

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n (HH-, workers in the industry averaged 66.F hours per week, a little higher than the national average of 66.C. !ost employees in advertising and public relations services work in comfortable offices operating in a teamwork environmentI however, long hours, including evenings and weekends, are common. There are fewer opportunities for part*time work than in many other industriesI in (HH-, %- percent of advertising and public relations employees worked part time, compared with %@ percent of all workers. /ork in advertising and public relations is fast*paced and exciting, but it also can be stressful. 4eing creative on a tight schedule can be emotionally draining. $ome workers, such as lobbyists, consultants, and public relations writers, fre5uently must meet deadlines and conse5uently may work long hours at times. /orkers, whose services are billed hourly, such as advertising consultants and public relations specialists, are often under pressure to manage their time carefully. n addition, fre5uent meetings with clients and media representatives may involve substantial travel. !ost firms encourage employees to attend employer*paid time*management classes, which help reduce the stress sometimes associated with working under strict time constraints. Also, with todays hectic lifestyle, many firms in this industry offer or provide health facilities or clubs to help employees maintain good health.

Persona% C-ara"tersti"s
The creative people need a good visual ability, languageUartistic skill. #opywriter re5uires literary ability but an interest in commercial success which comes from understanding what motives the target audience is important. /riters must be able to work, to a strict brief, within restricted space and in limited time. Advertising must follow legal re5uirements and rules hence considerable creative self*discipline is needed. A feeling for words, economy of style and imagination is needed. The copywriter works with the art director, and the creative director. The work can be very frustrating particularly when an idea is re&ected by the art director and amendments made by the creative director and the client. This can often restrict the -C

imaginative capacity of the copywriter. The openness to stand criticism is absolutely essential. !edia )xecutives, Planners and )xecutive directors with others in an integrated team. They should be able to interplant a great deal of information. !edia buyers spend most of their time negotiating over the telephone to buy space or time. Attention to detail is needed for keeping to the budget allocated.

egulation
There have been increasing efforts to protect the public interest by regulating the content and the reach of advertising. $ome examples are the ban on television tobacco advertising imposed in many countries. The general aim of such codes is to ensure that any advertising is legal, decent, honest and truthful. $ome self*regulatory organiBations are funded by the industry, but remain independent, with the intent of upholding the standards or codes. n ndia there is Advertising Agencys Association of ndia ,AAA . that supervises the affairs of the industry. There is a body called Advertising $tandards #ouncil of ndia ,A$# ., which looks at issues pertaining to regulation of advertising.The advertising of controversial products such as "igarettes and "ondo s is sub&ect to government regulation in many countries. Eor instance, the to3a""o industry is re5uired by law in ndia and Pakistan to display stat*tor2 1arnings cautioning consumers about the health haBards of their products. $ome potential ETHICA6 ISSFES often come under scrutiny form moral or ethical perspective and border on being regulated are mentioned here. The idea is to be more aware and sensitive to them looking at advertising. =ntruthful and misleading claims made in the ads. !isrepresentation of facts or situations in the name of creative license. 'bscenity and misuse of sex advertising. Advertising inducing children Advertising of products that are commonly assumed to have harmful effects like alcohol, cigarette, drugs, weapons, etc. -F

$urrogate advertising with hinted or hidden message. !edia issues like use of billboards and other outdoor advertising ,for traffic M safety reasons. #opyright, trademark and issues of making unfair competitive claims. #ivil rights or rights of privacy or citiBens

Co!2rig-t
#opyright is a set of exclusive rights regulating the use of a particular expression of an idea or information. At its most general, it is literally Vthe right to copyV an original creation. n most cases, these rights are of limited duration. #opyright may subsist in a wide range of creative, intellectual, or artistic forms or VworksV. These include poems, plays, and other literary works, movies, choreographic works, musical compositions, audio recordings, paintings, drawings, sculptures, photographs, software, radio and television broadcasts of live and other performances, and, in some &urisdictions, industrial designs. #opyright law covers only the particular form or manner in which ideas or information have been manifested, the Vform of material expressionV. t is not designed or intended to cover the actual idea, concepts, facts, styles, or techni5ues which may be embodied in or represented by the copyright work. $everal exclusive rights typically attach to the holder of a copyright+ to produce copies or reproductions of the work and to sell those copies ,including, typically, electronic copies. to import or export the work to create derivative works ,works that adapt the original work. to perform or display the work publicly to sell or assign these rights to others

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*CHAPTER :* 9&% Ad#ertising Process


/hen preparing your search proposal, you should take into account that the 1lead*in2 time needed to place an ad can vary anywhere from days to months depending on the publication. Qou should plan to have your ad approved and an estimate of the cost done at least one month prior to the date when you want the ad to be published. The advertising process for professional staff and faculty positions involves five basic steps+ %. /riting an Ad (. Netting Approval for the Text of the Ad 6. )stimating the #ost of the Ad -. Placing Ads M Posting Announcements :. Paying for Ads ."pical work flow in agenc" STAGE 4riefing $tage ,ORC PER)OR+ED AT STAGE 4riefing from the client nternal briefing to the creative and media Any research briefing if re5uired Ad campaign and media plan development nternal review and finaliBation Presentation to client and approvals Any pre*testing if re5uired 4udget and estimate approvals Production of film, press ads, collaterals !edia $cheduling and media booking All release approvals for creative M media !aterial dispatch to media !edia release monitoring Any post*testing if re5uired 4illing and collection :H

#reation $tage

Production $tage

Post Production $tage

9&( ."pes of ad#ertising agencies


Ad agencies come in all si4es, from small one* or two*person shops to large multi*national, multi*agency conglomerates such as 'mnicom Nroup, /PP Nroup, nterpublic Nroup of #ompanies and ;avas. $ome agencies s!e"ia%i4e in particular types of advertising, such as print ads or television commercials. 'ther agencies, especially larger ones, produce work for many types of media. >ately, $earch )ngine !arketing ,$)!. and $earch )ngine 'ptimiBation ,$)'. firms have been classified by some as WagenciesW due to the fact that they are creating media and implementing media purchases of text based ,or image based in some instances of search marketing. ads. This relatively young industry has been slow to adopt the term WagencyW however with the creation of ads ,either text or image. and media purchases they do 5ualify technically as an Wadvertising agencyW as well as recent studies suggest that both $)' and $)! are set to outpace magaBine spending in the next 6*: years. Dot all advertising is created by agencies. #ompanies that create and plan their own advertising are said to do their work in !ouse. Today se%e"tion of ad*agency is very difficult. The advertiser should make list of all possible agencies that can serve his purpose and the agency best 5ualified to provide re5uired and effective services are selected. $ome advertiser may select more than one advertising agency to handle effectively the various product lines. Eollowing are the advertising industry. a<or t2!es of advertising agencies that are currently serving

)*%% Servi"e Agen"ies


A full service ad agency is one that provides a range of marketing services. A full services agency provides services that are directly related to advertising such as copywriting, artwork, production of ads, media planning etc. t also provides such services in respect of pricing, distribution, packaging, product design etc.

+od*%ar agen"ies

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A modular agency is a full service agency that sells its services on a piece meal basis. Thus an advertiser may commission an agencys "reative de!art ent to develop an ad campaign while obtaining other agency services elsewhere. 'r, an advertiser may hire an agencies undertaken. edia de!art ent to plan and execute a program for advertising that another agency has developed. Eees are charged for actual work

In Ho*se agen"ies
Those companies, which prefer to have closer control over advertising, have their own in*house agency. This type is owned completely by the advertiser. t performs almost all functions that an outside advertising agency would perform and thats why some people refer to it as full*service advertising department of the advertiser. ;owever, the difference between an in*house agency and an advertising department is that the in*house agency can undertake to serve several other clients, if the owner so desires, but an advertising department solely undertakes that work of its owner and not of outside clients. $econdly an advertising department may not be e5uipped the personnel and facilities, which an in*house agency would posses. n* house agency not only provides control over advertising schedule and costs, but also offers convenience for its owner, because it is &ust available in the same building as that of the head office of advertiser. $uch in*house agency also benefits the owner as it can bring revenue through agency commission that are offered by the media and by way of fees that are collected from outside parties for undertaking their advertising work. $uch revenue increases the funds and profits of the company. There is another version of in*house agency whereby advertiser handles the total agency functions by buying service unit to buy time, space and place the ads. $uch an n*house agency is an administrative center ,under the direction of an advertising director. that gathers and directs varying outside for its operation.

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Creative >o*ti0*es
These are shop agencies that provides only creative functions and not full* service. The specialiBed creative functions include copy writing, artwork and production of ads, they charge a fee or percentage of full service agencies, and as such most of them convert into a full service agency or merge with other agencies to provide a wide range of services.

+ega agen"ies A significant of %GFHs is the development of mega agency. Agencies


worldwide merge with each other serve their clients in much better way. t was in %GF@, Saa"-i J Saa"-iA a >ondon based agency who started the movement and at present it is the third largest agency network in the world.

T-e S!e"ia%ists Agen"2


There are some agencies who undertake advertising work only in certain areas. there are agencies that specialiBe only in financial services or only in publicity or only in point*of*purchase material etc. for instance So*3-ag2a advertising agency concentrate on specialiBed in financial advertising.

9&) .!e functions of an ad#ertising agenc":


To accelerate economic growth and create public awareness To provide a total, professional, experienced service which is very personal in its nature To take the advertiserWs message and convert it into an effective and memorable communication

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.!e Benefits of :sing an Ad#ertising Agenc" Added )xpertise !edia 8nowledge and =nbiased Advice )asier Administration !edia 4uying 3uality #ontrol nformation Eending off the media And when things go wrong #ost $aving Time $aving

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*CHAPTER 1;* %;&% Ad#ertising Agenc"<s ole


$uppose you are a company with a product. t may be a totally new product. As a company with a product or service to sell, designing and making that item is only part of the battle. People are not going to beat a path to your door. Qou have to seek a "-anne% of "o *ni"ation.

Ad agen"2 need to "onsiderA for e'a !%e# Eor whom is the product or service designed< /ho would use it< /ho is the Vtarget groupV< /hatWs special about the product< n what way is it distinct< =ni5ue< Different< /hatWs its VpositionV in relation to other similar products< /hat do you want to convey to the public about your product< ;ow should your company contact the public< /hat medium should it use< "adio< T7< Dewspapers< !agaBines< 4illboards< 4usRsubway ads< Direct mail< etc. ;ow extensive a region should your company try to cover< ;ow often<

#ommunication and marketing decisions involve specialiBed expertise. !any companies that design and produce products or offer services lack these specific capabilities. This is where advertising agencies fit in. Advertising agencies exist to help companies to communicate with the public, !arket the companyWs product. #ompany with a product or service Ad Agency !edia Public

The process of advertising involves considerable specialiBed knowledge and expertise a3o*t !eo!%e * their interests, preferences, needs, wants, lifestyles, expectations a3o*t edia * their reach, their effectiveness, their specific appeal ::

a3o*t t-e "o !an2 and its !rod*"t A and about competing companies and their products

1;.2 Servi"es offered 32 ad agen"2 Tota% Advertising Servi"es


$trategic planning, creative development and media services for advertising, particularly in television, newspapers, magaBines and radioI providing the best creative designed to capture the imagination of consumers

+ar&eting Servi"es
Provision of a number of advertising related services, including sales promotion, market research, P" and event marketing.

E/So%*tion Servi"es
e*solution services, including system integration services, e*business consulting and customer relationship management KCR+LA $earch )ngine !arketing KSE+L and $earch )ngine 'ptimiBation KSEOL and e*promotions using the nternet and mobile.

Content >*siness
$ales of sponsorship, broadcasting and other rights, and the production and marketing of such media R content as sporting events, films, T7 programs, animated content, music and other forms of entertainment.

Integrated +edia Servi"es


4ringing value to both clients and media*related companies by offering a wide range of media solution services

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Sa%es Pro otion


Providing comprehensive sales promotion planning designed to complement mass media and other activities

Event +ar&eting
Assisting clients by providing dynamic vehicles for their messages in the form of on*the*spot interactive communications

Integrated >randing Servi"es


Assuring clients the highest 5uality of branding services for their communication needs

1;.$ Agen"2 Personne% Production .eam


Ad agencies may have their production team which includes Photographers, Printers, Typesetters, Television Producers, etc. but since the work is very diverse most ad agencies coordinate with freelancers or established production units for task to be completed. Production workers are concerned with all the technical process of turning the final copy and art work into a real ad for print, T7, radio.

Stor"'oard artist
$toryboard artist is a profession specialiBe in creating storyboards for advertising agencies and film productions. A storyboard artist is able to visualiBe any stories using 5uick sketches on paper at any moment. 3uick pencil drawings and marker renderings are two most common traditional techni5ues, nowadays Elash, Photoshop and other storyboard applications are gradually taking over, digital camera is one of the latest techni5ues in creating storyboards. $toryboard artist is also known as illustrator or visualiBer, they are mostly freelance. Art directors or film directors are the most likely type of peoples that would

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contact storyboard artists and the deadline is always tight, overnight working is very common. !ost used storyboard applications are the #orel Painter and the Adobe Photoshop, some storyboard artists nowadays begin and finish their work on computers using drawing software and digital pencils like /acom ,Nraphics tablet., in this way they save effort and most important time which always has the first periority for a storyboard.

=rap!ic designer
Nraphic design is a form of visual

communication using text andRor images to present information, or promote a message. The art of graphic design embraces a range of cognitive skills and crafts including typography, image development and page layout. Nraphic design is applied in communication design and fine art. >ike other forms of communication, graphic design often refers to both the process ,designing. by which the communication is created, and the products ,designs. such as creative solutions, imagery and multimedia compositions. Nraphic design is traditionally applied to static media, such as books, magaBines and brochures. Additionally, since the advent of computers, graphic design is utiliBed in electronic media * often referred to as interactive design, or multimedia design. There are varying degrees of graphic design. Gra!-i" designer involvement may range from verbally communicated ideas, to visual rough drafts, to final production. n commercial art, client edits, technical preparation and mass production are usually re5uired, but usually not considered to be within the scope of graphic design unless the client is also a graphic designer. Although the term Wgraphic designerW was first coined in the (Hth century, the story of graphic design spans the history of marks of humankind from the magic of :F

the caves of >ascaux to the daBBling neons of NinBa. After all, they share the same elements, theories, principles, practices and languages, and sometimes the same benefactor or client. n advertising art the ultimate ob&ective is the sale of goods and services. n graphic design, Vthe essence is to give order to information, form to ideas, expression and feeling to artifacts that document human experience. 2Eine art refers to arts that are Wconcerned with beautyW...V

Ad#ertising interns
Advertising interns are typically university &uniors and seniors who are genuinely interested in and have an aptitude for advertising. nternships at advertising agencies most commonly fall into one of six areas of expertise+ account services, creative, interactive, media, public relations and traffic. An internship program in account services usually involves fundamental work within account management as well as offering exposure to other facets of the agency. The primary responsibility of this position is to assist account managers. Eunctions of the account management intern may include+ "esearch and analysis+ Nathering information regarding industry, competition, customer product or serviceI as well as presenting findings in verbalRwritten form with recommendations nvolvement in internal meetings and, when appropriate, client meetings Assisting account services in the management of creative pro&ects nterns often take part in the internal creative process, as is illustrated in this agency intern website, where these interns were charged with creating and managing a website as well as developing an advertising campaign. ;ands on pro&ects such as this one help interns learn how strategy and well*developed marketing is essential to a sound advertising and communications plan. During their internship, the intern will experience the development of an ad, brochure and broadcast or communications pro&ect from beginning to end. During the internship, the intern should be exposed to as much as possible within the agency and advertising process. :G

1;.( I !a"t of te"-no%og2 on advertising n the mid %GFHs, the arrival of desktop publishing and the introduction of software applications introduced a generation of designers to computer image manipulation and 6D image creation that had previously been unachievable. #omputer graphic design enabled designers to instantly see the effects of layout or typography changes without using any ink in the process. #omputers are now considered to be an indispensable tool used in the advertising and graphic design industry. #omputers and software applications are generally seen, by creative professionals, as more effective production tools than the traditional methods. #omputers may or may not enhance the creative process of graphic design, depending on which process best stimulates the creativity of the designer. "apid production from the computer allows many designers to explore multiple ideas 5uickly with more detail than what could be achieved by traditional hand*rendering or paste*up on paper, moving the designer through the creative process more 5uickly. Dew ideas may come in the form of exploring soft1are feat*res that would not have been considered without the software. ;owever, some professional designers may explore ideas on paper to avoid creating within the limits of the computer configuration, enabling them to think outside the boxI the box being the computer. $ome creative graphic design ideas are initiated and developed to near completion in the mind, before either traditional methods or the computer is used. A graphic designer may also use sketches to explore multiple or complex ideas 5uickly without the potential distractions of technical difficulties from software malfunctions or software learning. ;and rendered comps may be used to get approval of a graphic design idea before investing what would be too much time to produce on a computer if re&ected. T-* 3nai% s&et"-es or rough drafts on paper may then be used to rapidly refine and produce the idea on the computer in a hybrid process. The traditional*designRcomputer*production hybrid process may be used for freeing ones creativity in page layout or image development as well. Traditional graphic designers may employ computer*savvy production artists to produce their ideas from sketches, without needing to learn the computer skills themselves.

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The use of computers in design is sometimes referred to as CAD ,computer aided design., the same abbreviation of computer aided drafting and a homophone of the acronym #omputer Aided Design M Drafting ,#ADD. which is the use of computers in engineering designs for mechanical products and associated with computer aided production of these products known as #A! ,#omputer Aided !anufacturing.. This makes no distinction between graphic design and technical drawing. Due to this common misunderstanding, #AD is rarely used to describe computer use in graphic design. The more common term used to describe computer use in graphic design is DTP ,desktop publishing.. ;owever, DTP is often oversimplified to the narrower scope of graphic design known as page layout and publishing technology.

1;.5 )a o*s advertising agen"ies in 1or%d

>>H K>art%eA >og%e J Hegart2L ** famous for Audi, >eviWs, 0ohnnie /alker, 4ritish Airways.

Cris!in Porter D >og*s&2 **famous for $ubservient #hicken, works with 4urger 8ing, 7irgin Atlantic Airways, 7olkswagen

,ieden D Cenned2 ** famous for remaining an independent agencyI as well as Dike V0ust Do tV, )$PD VThis s $ports centerV, #oke, )A, $tarbucks, )$PD, ;onda =8.

G,T ,formerly 0. /alter. Thompson. ** works with 8elloggs, =nilever, Diageo.

6eo >*rnett ** works with Procter M Namble, 8elloggs, !cDonaldWs, !arlboro, ;allmark, ;einB. Eamous for creating characters such as Tony the Tiger, $nap #rackle M Pop, the 0olly Nreen Niant, the !arlboro !an, and #harlie the Tuna.

T-e +artin Agen"2 ** =P$, N) #', DA$#A", !iller ,>ite, !ND., ;anes, and others

N.,. A2er J Son ** the first ad agency in the =nited $tates, coined V/hen it rains it poursV ,!orton $alt., VA diamond is foreverV ,De 4eers., V"each out @%

and touch someoneV ,ATMT., V4e all you can beV ,=nited $tates Army., and others

Ogi%v2 J +at-er ** famous for the "olls*"oyce print ad with the headline VAt @H miles an hour the loudest noise in this new "olls*"oyce comes from the electric clockV, among other ads

Saat"-i and Saat"-i ** most famous for working with the #onservative Party especially during the %GCG general election ,!aurice and #harles $aatchi later left and set*up !M# $aatchi.

T>,AMC-iatMDa2 ** works with Apple #omputer ,including the VThink DifferentV campaign., adidas, and $ony Playstation. "esponsible for creating the fcuk brand and ,in the =8. /onderbra advertising.

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*CHAPTER 11*

Ogi%v2 J +at-er India Address


Trade #entre, Third Eloor, $enapati 4apat !arg, >ower Parel, !umbai+-HHH%6 Te%+ ,HHG% ((. -G% 6FCC, Ca!ita%ised 3i%%ings Te%evision 3i%%ings --6@H6@H Eax+ ,HHG% ((. -G% 6F6F,, --6--6CH

+"sC-(:.CFmillion +"s%F:(.C6million

Overvie1
Eounded in %G(F, we were the first advertising agency in ndia. C@ years hence, we continue to relentlessly pursue our passion for building and nurturing, enduring brands. 'ver the years we have helped create some of ndiaWs most successful brands like Asian Paints, #adbury, Eevicol among them, and in recent times* Perfetti, ;utch, #lose =p and many more. A power brand in itself, 'gilvy M !ather is acknowledged as the leading communications agency in the country today. 'ur defining 5uality is our firm belief in the value of brands and the important role they play in consumersW lives. The business of building brands is conducted through a proprietary way of thinking and workingI what we call 6@H Degree 4rand $tewardship. As pioneers of integrated communication initiatives in the country, we consistently deliver on our overall promise of 6@H Degree $tewardship through our business units that encompass 'gilvy M !ather Advertising, 'gilvy'ne, 'gilvy Activation and 'gilvy Public "elations. 'ne hallmark of 'gilvyWs brand*building capability is the balance of global and local brands. 'ur local clients keep us in tune with local market nuances, which is integral to the success of our multinational accounts. @6

Net1or&
/e are part of 'gilvy M !ather /orldwide, one of the largest marketing communication networks in the world. The network services more Eortune Nlobal :HH companies in five or more countries than any other agency. As 4rand $tewards, we combine local know*how with a worldwide network, to leverage the brands of our multinational clients. /e create powerful campaigns that address local market needs while reinforcing the same universal brand identity. The hallmark of our brand*building capabilities is our balance of global and local brands. 'ur local clients keep us in tune with local market nuances, which is critical for the success of our multinational accounts. Ogi%v2 is a !art of t-e ,PP gro*! , one of the worldWs leading communications services groups. !a&or brands include 0. /alter Thompson, 'gilvy M !ather, Qoung M "ubicam, !ind$hare, !ediaedge+cia, !illward 4rown, 'gilvy'ne, /underman, ;ill M 8nowlton, 'gilvy Public "elations, 4urson* !arsteller, Nrey Nlobal Nroup, #ohn M /olfe, #ommon;ealth, )nterprise N and >andor, among others. Their specialist skills include advertising, media investment management, information, insight M consultancy, public relations M public affairs, branding M identity, healthcare, communications, direct, promotion M relationship marketing and specialist communications.

Ce2 !eo!%e
Pi2*s- Pande2 )xecutive #hairman M Dational #reative Director ndia M $outh Asia

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S. N. Rane #o*executive #hariman M #'' ndia M $outh Asia Prata! >ose #)' 'gilvy M !ather, ndia !anaging Director $outh Asia, 8inetic President A 'gilvy Activation

Servi"es offered
Television promotion Print ad /ebsites M /eb banners )mail marketing Public relation "adio Direct marketing Promotion Telemarketing 'utdoor Packaging

+a<or C%ients
D4 !utual Eund ,!utual fund.I $4 !utual Eund,!utual Eund.I TT8 Textiles ,TantexRTextile.I 0 8 Tyres ,Tyres.I Pantaloon Eashion ndia >td. ,Narments.I >evers,

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Asian Paints, #adbury, Pidilite ndustries >td. ,Eevicol. >ouis Philippe ,corporate.I =T ,! PWGCREinancial.I T7$ $uBuki ,corporate.+ Tata Telservices ,corporate., Tata #ommunications >td ,corporate.I ;industan >ever >td ,4rooke 4ond, >ipton * tea and health.I Discovery #hannel nc ,Discovery #hannel * television channel.I T# >td ,corporate.I ! "# )lectronics >td ,'nida * television.I The #hase !anhattan 4ank ,corporate.I 4irla 6! >td ,$cotch 4rite * cleaning aid.I 0 ! !organ $tanley ,0 ! !organ $tanley * investment bank.I ;ero ;onda !otors >td ,bikes.I =nited Television ,television media.I #astrol ndia >td ,#astrol * lubricants.I ;utchison !ax Telecom >td ,!ax Touch * cellular operator.I T)>#' ,Tata $afari, $ierra, $umo * sports utility vehicle. ost fa o*s Ads ade 32 Ogi%v2 J +at-er for Asian Paints

So e of t-e

Asian Paints mascot Nattu

/ah $unil 4abu, 4adhiya hai

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Dil se sune toh har rang kuch kehta hai

V#hhodiye yeh a&eeb bahaane aur Asian Paints se bahari deewaron ko sa&aaiye. 4as ek baar aur saalon ki chhuti2

So*r"e#T-e Ga%e Gro*!AIn". Resear"- Date#:.28.2;12

Advertising Agen"2 Statisti"s =.$. advertising agency annual revenue Total number employed in the advertising industry Average nonsupervisory worker salary Agen"2 Reven*e 32 Categor2 Advertising

Data T-F 4illion -@(,6HH T6G,HHH

66 P

Direct !arketing and #ustomer "elation !anagement

%C P

Digital Public "elations Promotion

%- P %% P GP @C

!edia 'ther 4illings 6argest Advertising Agen"ies 'mnicom Nroup nc. /PP Nroup P>#. The nterpublic Nroup of #ompanies, nc. Qoung M "ubicam 4rands 0. /alter Thompson, ,0/T. Interesting Advertising Statisti"s

CP GP

T%%.C 4illion T%6.F 4illion T@ 4illion T%.( 4illion T%.6 4illion

#oca*#ola spent T%%,HHH on advertising in %FG6I by %G(F, its ad budget had grown to T: million.

#ampbells $oup spent T-,HHH on advertising in %FGG and T(.: million in %G(F.

/rigley started advertising its chewing gum in %G(H with only T6(I %H years later its ad budget had reached T6 million

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*CHAPTER 12 12.1 6arge vs. S a%% Agen"ies


A distinction may some times be drawn between 9large and 9small agencies. 0efkins has enumerated possible advantages and disadvantages of large and small agencies. /hile there can be no sharp dividing line between them, the point made by him may serve as useful guidelines.

Advantages
6arge Ad Agen"ies 1. 4etter generally 2. 4etter studio facilities $. !arket research and media buying facilities (. /ider contacts and international links 5. Attraction of best brains professional facilities S a%% Ad Agen"ies 1. Personal touch 2. $peech of production $. #lose*knit team giving individual attention (. Elexibility 5. Awareness of clients problems 7. )nthusiasm 8. Nreater accessibility because of shorter chain of command

Disadvantages
7arge Ad Agencies 1. !ove impersonal 2. #ertain attention $. Eailure to appreciate clients problems sympathetically (. "isk of client being 9lost in large agency 5. ;igh costs 7. >ack of coordination between departments. lack of individual Small Ad Agencies 1. >ack of the latest and best technical facilities 2. #ertain lack of experience in more sophisticated advertising $. A small agency might tend to be dominated by a large account (. Eever staff might result in fever ideas

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12.2 ,or&for"e for AD agen"2


$imilar to other industries, the field of advertising was traditionally dominated by large, public corporations, many a collection of independent agencies. ;owever, most professionals who worked in the industry were employed at small agencies. n fact, the average firm had only %% employees, and nearly four out of every five agencies employed fewer than %H people. Advertising agencies varied greatly in siBe and scope of activities. /orkers in smaller agencies might be responsible for a variety of tasks, while those in larger agencies would find their &ob duties to be more narrowly defined. The advertising industry was highly competitive in terms of entry. !ost entry* level applicants had earned at least a bachelorWs degree, and many had participated in internships or gained some kind of previous advertising work experience. !anagers, executives, sales people, and administrative support workers accounted for G out of every %H &obs in the industry.

12.$ )*t*re
Advertising is a growing industry that offers great scope for creative people. )ach year new markets open up and communication channels become more sophisticated, reaching out to many more people, through different media. As more and more multinationals are coming to ndia to capture the unexplored huge consumer market, the demand for advertising professionals is bound to increase. According to an estimate, the ndian advertising agency will need over @HHH trained professionals every year. /ith the countryWs vast rural market also becoming the focus of advertising, the industryWs turnover is bound to multiply thereby creating a huge demand for WadW professionals. /ith the dawn of the nternet have come many new advertising opportunities. Popup, Elash banner, advergaming, and email advertisements ,the last often being a form of spam. abound. )ach year, greater sums are paid to obtain a commercial spot during the $uper 4owl. #ompanies attempt to make these commercials sufficiently entertaining that members of the public will actually want to watch them.

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Particularly since the rise of VentertainingV advertising, some people may like an advert enough that they wish to watch it later or show a friend. n general, the advertising community has not yet made this easy, although some have used the nternet to widely distribute their adverts to anyone wishing to see or hear them. Another significant trend to note for the future of advertising is the growing importance of niche or targeted ads. Also brought about by the nternet and the theory of The >ong Tail, advertisers will have an increasing ability to reach narrow audiences. n the past, the most efficient way to deliver a message was to blanket the largest mass market audience possible. ;owever, usage tracking, customer profiles and the growing popularity of niche content brought about by everything from blogs to social networking sites, provides advertisers with audiences that are smaller but much better defined, leading to ads that are more relevant to viewers and more effective for companies marketing products.

%(&+ >utlook
#ompetition for many &obs will be keen because the glamour of the advertising and public relations services industry traditionally attracts many more &obseekers than there are &ob openings. )mployment in the industry is pro&ected to grow (( percent over the (HH-A%- period, compared with %- percent for all industries combined. Dew &obs will be created as the economy expands and generates more products and services to advertise. ncreased demand for advertising and public relations services also will stem from growth in the number and types of media outlets used to reach consumers, creating opportunities for people skilled in preparing material for presentation on the nternet. 'n the other hand, employment growth may be tempered by the increased use of more efficient non*print media advertising, such as nternet or radio, which could replace some workers. )mployment also may be adversely affected if legislation, aimed at protecting public health and safety, further restricts advertising for specific products such as alcoholic beverages and tobacco. n addition to new &obs created over the (HH-*%- period, &ob openings also will arise as workers transfer to other industries or leave the workforce

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CONC6FSION
n todays world which is fast moving M dynamic, peoples wants, need and desires are changingI its very important to know them and give them what they want. This is the main ob&ective of advertising where ad agency plays ma&or role in market research, making of creative, launching it in the market, taking the feedback of consumer and making any product famous and acceptable among consumers. Ad agencies are playing an important role in shaping present and future of not &ust selected brand but of entire company. There is no one ** sure*fire ** best way to advertise your product or service. t is important to explore the various advertising media and select those which will most effectively convey your message to your customers in a cost*efficient manner. Always remember, advertising is an investment in the future of your business. 'n doing advertising detailed research study on the topic, can now conclude that creative advertising plays an indispensable part in the success achievement of any business or organiBation. #reativity plays advertising vital role in modeling, manipulation and creation of great advertising. #reative Advertisements also create awareness among the consumers through advertisings, environment conservation, health and safety, etc. !any companies allot their advertising work to the Advertising agencies that use their expertise in creating creative advertisings. )ach and every employee in the agency participates and provides best of their expert knowledge in bringing out advertising 1great advertising2. The use of punch line, the words, the colours, the endorser, the cultural theme, the sound, etc. are the essential parameters that go advertising long way in deciding the creativeness of advertising. The use of correct form of media also indicates the creativity of advertising. /here products are small in siBe and low budgets are allocated towards the advertisements than the use of vocals through radio can be used or if the target is larger than advertising picture with the related information can be placed in the C(

newspapers. /here the budgets are high and the targets to be covered are in huge number and of high incomes then use of T7 would be advertising better option as it creates excitement and advertising demonstration of the productR service is possible.

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ADVERTISING //// N.G. CA6E/ +.AH+ED.

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ADVERTISING +ANAGE+ENT Con"e!ts and Cases 32 +anendra +o-an

Advertising +anage ent 32 >. S. Rat-or

OGI6V@ ON ADVERTISING 32 David Ogi%v2

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