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GROUP MEMBERS
Prabhat trivedi 36
Ragita Nair 37
Rahul Chandra 38
Mohamad Farhan 40
Prepared byPrabhat trivedi
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INTRODUCTION
Advertising is a form of communication that
includes the name of the product or service
and how that product or service couldpotentially benefit the consumer. Advertising
often attempts to persuade potential
customers to purchase or to consume a
particular brand of product or service.
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HISTORY OF ADVERTISING
The first newspaper in India was brought out in1780 by an Englishman James Augustus Hickeywho was stationed at Calcutta
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Pre-Independence
1930s to 1940s
-The talkies and radio emerge as media
- Color movies- 2nd World War
-Famine
-Fight for Independence
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Post-Independence
1950s to 1970
-Industrial revolution in the Nehruvian era
-Indias first Advertising Convention (1960)-1st and 2nd Asian Advertising Congress atNew Delhi
-Media boom
-Rural marketing
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contd
1971s to 2000s
-Aug 15th 1982 ColorTV introduced
-Color Printing more popular-Star and Zee bouquet
-FM Radio
-Net Advertising
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TYPES OF ADVERTISING
TELEVISION
INFOMERCIALS
RADIO AD
V
ERT
ISING PRINTADVERTISING
ONLINE ADVERTISING
BILLBORD ADVERTISING
MOBILE BILLBORD ADVERTISING IN-STORE ADVERTISING
COVERTADVERTISING
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TELEVISION
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INFOMERCIALS
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RADIO ADVERTISING
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PRINT ADVERTISING
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ONLINE ADVERTISING
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BILLBORD ADVERTISING
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MOBILE BILLBORD ADVERTISING
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IN-STORE ADVERTISING
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COVERT ADVERTISING
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WHATIS ADVERTISING AGENCY
An advertising agency or ad agency is aservice business dedicated to creating,planning and handling advertising andsometimes other forms of promotion for itsclients. An ad agency is independent from theclient and provides an outside point of viewto the effort of selling the client's products or
services. An agency can also handle overallmarketing and branding strategies and salespromotions for its clients.
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TYPES OF ADVERTISING AGENCIES
Full-service agencies
Limited-Service Advertising Agencies
Specialist Advertising Agencies
In-House Advertising Agencies Interactive agencies
Search engine agencies
Social mediaagencies
Healthcare communications agencies
Medical education agencies
Other agencies
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FUNCTION OF ADVERTISEMENT
AGENCY Creative department
Account services
Media services Research department
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CREATIVE DEPARTMENT
executive & group creative
directors creative director
associate creative director
copywriters
art directors broadcast producers
print production managers
traffic coordinators
Traffic
ProductionBroadcast
Production
Copy Spvr. &
Copywriters
Art Supervisor
& Art Directors
Creative
Group:
Associate
Creative
Director (ACD)
Creative
Director (CD)
Executive
Creative
Director (ECD)
Strategy
Review
Board
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ACCOUNT SERVICE
account management director
management supervisor
account supervisors
account executives
assistant account executive
account coordinators
traffic
Traffic
Asst. Account
Executive
Account
Coordinator
Account
Executive
Account
Supervisor
Management.
Supervisor
Account Mgmt.Director
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MEDIA SERVICES
media director
associate media
directors media supervisors
media planners
media buyers
media analystsAn l
d
Pl nn
d
Bu
d
Sup
A
d
D
dD
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RESEARCH DEPARTMENT
Research director
research project managers
research assistants
outside research specialists
R hSuppl
Ou d
R h
A n
P jn
R h
D
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GROWTH OF ADVERTISING AGENCIES
YEAR No.ofAgencies
1939 14
1949 61
1959 741969 108
1979 168
1989 498
1999 741
2009 809
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ORGANISATION CHART
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STRUCTURE OF A LARGE/SMALL
AGENCY
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3 ways agencies make money
Commissions
usually 15% of gross costs
Fees usually based on negotiated hourly rate
Incentives
still relatively new and problematic
usually based on performance goals
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What Makes Effective
Advertising?
Sound
Strategy
Consumers
ViewPersuasive
Doesnt
Overwhelm
Deliver on
Promises
Effective
Advertising
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TOP FIVE ADVERTISEMENT AGENCIES
LINTAS INDIA LIMITED- came in existence in
mid 1990s . operate in 160 countries in India
and its head quarter is in mumbai . President is Ms. Kavita Lakhani
Important clients are yahoo, Unilever, Bajaj
Auto Ltd and BHEL (Corporate)
I.T.C
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MUDRA COMMUNICATION
Founded in 1980 by Mr. A.G.Krishnamurthy
Head office Mumbai
President-Mr. soumitra sen Clients are L.I.C. of India , Navratn, Hercules
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Triton Communications Pvt. Ltd.
Founded in 1991
Head office Mumbai
Executive director Pankaj Arora Founder- Ali Merchant
Clients- Bajaj automobiles ,Tata Finance Ltd
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Purnima Advertising Agency
Established in 30 year back
Senior Executive/Managing Director-Ashok
S.Soni Clients -Nirma
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Madison Advertising Pvt.
Ltd. Founded in 1988
Founder- Sam balsara
Head office Mumbai Executive director Prabha Prabhu
Clients -Rasna Enterprises Ltd , Milton Plastic
Ltd
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CREATIVE PERSONS
Prasoon Joshi
Vikram Batra
Jitendra Gupta Vishal Mehta
Prahlad Kakkar
Syed mohsain raza hussain
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The Ad GuruThe Ad GuruPrasoon JoshiPrasoon Joshi
Age: 37 years
Started hisC
areer as: CopywriterEducation: MBA, IMTGhaziabad
Someofhis achievements:-2002 Abby Awards for the Best Copywriter& the Best Ad Campaign
-Young Global Leader 2006 by WorldEconomic Forum
Among his ads are Chloromint, Asian Paints, Cadbury, NDTVIndia, Pulse Polio Program, Close up, Bacardi, Ponds, ThandaMatlab Coca Cola etc.
He is also acknowledged as a great lyricist by the Indian filmIndustry. He has received the Screen award for best lyrics fromthe film HumTum. Some of his best lyrics are-Sason ko sason mein in the movie Hum TumAab ke sawan aise baarse by Shuba Mudgal.
Duba duba rehata hoon by Silk Route.
Behind every successful manBehind every successful man
there are lots of unsuccessfulthere are lots of unsuccessfulyearsyears
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Age- 57 yearsEducation-Graduated in Economics, Fergusson College
Someofhis Achievements-2003: Genesis voted the top production house by Brand Equity ina nationwide survey of agencies.-2005: the Distinctive Recognition Award, from Advertising Club atthe 38th ABBY Awards.
To me, advertisements are like havingTo me, advertisements are like havingchildren. You give birth to them and yourchildren. You give birth to them and yourfullfull attention and focus; sometimesattention and focus; sometimes theytheyturnturn out great, sometimes they turn outout great, sometimes they turn outtoto be juvenile delinquents. You just havebe juvenile delinquents. You just havetoto give it your bestgive it your best..
Man with a flavor for life
Prahlad Kakkar,CEO, Genesis
The Ad GuruThe Ad Guru
Prahlad KakkarPrahlad Kakkar
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FACTORS THAT PUT AN ADVERTISING
AGENCY ONTOP
Factor percentage
Quality of advertising
output 79Demographics 40
Attitudes andInvolvement 40
Servicing -- nuts and bolts 35
Specific Expertise 28Word of Mouth 25
People Power 20
Marketing Oritntation 7
Connections andAssociations 4
Factor Percentage
Quality of advertising output 79
Demographics 40Attitudes and Involvement 40
Servicing -- nuts and bolts 35
Specific Expertise 28
Word of Mouth 25
People Power 20
Marketing Orientation 7
Connections and Associations 4
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SWOT ANALYSIS OF ADVERTISEMENT
AGENCY Strengths- Greater knowledge of the
digital space
Ability to measure success More use of pull interaction
Branding and Creative capabilities
Agencies that understand consumerbehaviour.
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WEAKNESS
You might not be their most important client
They cant see your entire sales funnel
Do they know your industry? Do they use new technology ?
The more you spend , the more they earn
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OPPORTUNITIES
Advertising agencies look for creative and
goal driven individual
Product manufactures use this toolextensively
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THREATS
Malvertising gangs
Flash cookies
Cookie Appends Personal health data
ISP tracking
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BIBLIOGRAPHY
Wikipedia, the free encyclopedia.htm
Top 50 India Marketing and Advertising
Advertising and Marketing Services.mhtnAdvertising agencies.mht
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