Introduction to Advertising Management

Introduction to Advertising Management:

Session 00 Introduction to Advertising Management

Major Institutions involved in the field of Advertising Management:

Major Institutions involved in the field of Advertising Management Government Competition Advertiser Research Suppliers Media Advertising Agency Markets and Consumer Behavior Control Institutions Facilitating Institutions

Slide 3:

Source: Rank Category Jan - Mar 2010 ($Millions) Jan - Mar 2009 ($Millions) % Change 1 Automotive $3,016.8 $2,544.6 18.6% -- (Manufacturers) $1,962.1 $1,634.6 20.0% -- (Dealers) $1,054.7 $910.0 15.9% 2 Telecom $2,276.5 $2,059.0 10.6% 3 Financial Services $2,028.7 $1,841.9 10.1% 4 Local Services $1,895.0 $1,819.5 4.1% 5 Miscellaneous Retail 2 $1,668.4 $1,532.2 8.9% 6 Food & Candy $1,600.0 $1,490.6 7.3% 7 Direct Response $1,569.3 $1,621.5 -3.2% 8 Restaurants $1,454.5 $1,411.0 3.1% 9 Personal Care Products $1,311.5 $1,242.6 5.5% 10 Pharmaceuticals $1,154.2 $1,113.7 3.6% TOTAL 3 $17,974.8 $16,676.7 7.8% Top Ten Advertising Categories Of Q1 2010

Slide 4:

Top Ten Advertisers Of Q1 2010 1 Rank Company Jan - Mar 2010 ($Millions) Jan - Mar 2009 ($Millions) % Change 1 Procter & Gamble Co $772.6 $656.5 17.7% 2 AT&T Inc $576.4 $455.0 26.7% 3 General Motors Corp $533.7 $415.5 28.5% 4 Verizon Communications Inc $517.2 $569.1 -9.1% 5 Pfizer Inc $396.4 $271.1 46.2% 6 News Corp $366.8 $340.4 7.8% 7 Johnson & Johnson $344.1 $390.3 -11.8% 8 Time Warner Inc $304.3 $265.3 14.7% 9 Walt Disney Co $267.6 $303.6 -11.8% 10 General Electric Co $264.6 $261.3 1.3% TOTAL 2 $4,343.9 $3,928.0 10.6% Source: Kantar Media

The Role of the Brand Manager:

The Role of the Brand Manager Makes advertising Policy Interacts with the advertising agency Responsible for all marketing aspects of the brand Draws upon full range of line and staff recourses of the company Sales New Product Development Marketing research Category Manager-supervising and coordinating for individual brands

Facilitating Institutions:

Facilitating Institutions Advertiser Agency Media Research Suppliers

The Advertising Agencies of India:

The Advertising Agencies of India Ogilvy and Mather J Walter Thompson India Mudra Communication Pvt. Ltd FCB- Ulka Advertising Ltd Rediffusion -DY&R McCann-Erickson India Ltd RK Swamy /BBDO Advertising Ltd Grey Worldwide (I) Pvt. Ltd Leo Burnett India Pvt. Ltd Contract Advertising India Ltd

Advertising Agency, Strengths and Weakness:

Advertising Agency, Strengths and Weakness

Agency Organization:

Agency Organization Creative services Group: Writers Artists People concerned with Advertising Production Marketing Services Group Media Market Research Psychologists Client Services Group Accounting Executives Account Planning- Consumer Insights Specialist Full Service Agency and Alternatives

Slide 10:

MEDIA SECTOR (Sectors and types listed in rank order of spending) Jan - Mar2010 vs. 2009 TELEVISION MEDIA 10.5% -- Network TV 11.6% -- Cable TV 2 8.2% -- Spot TV 3 22.0% -- Spanish Language TV 4 7.2% -- Syndication – National -13.2% MAGAZINE MEDIA -3.2% -- Consumer Magazines -3.9% -- B-to-B Magazines -8.4% -- Sunday Magazines 13.7% -- Local Magazines -7.1% -- Spanish Language Magazines 1.5% NEWSPAPER MEDIA -3.7% -- Local Newspapers -5.6% -- National Newspapers 9.1% -- Spanish Language Newspapers 4.5% INTERNET (display ads only) 5.0% RADIO MEDIA 7.4% -- Local Radio 7 4.6% -- National Spot Radio 19.0% -- Network Radio 3.0% OUTDOOR -0.4% FSIs 8 12.8% TOTAL 5.1% Source: Kantar Media

Spending by Media :

Spending by Media TV Overall, TV gained 10.5%: —Spot TV surged 22% due to a torrent of additional money from the automotive, retail, financial services and political categories. Despite the growth, spot TV has still only recovered to a level last seen in 1997. —Network TV jumped 11.6%, due to a boost from Winter Olympics. —Cable TV was up 8.2% —Spanish language TV was up 7.2% —Syndication was down 13.2% Radio Radio was up 7.4% overall: —National spot radio soared 19%, with help from increased spending in telecom, financial services and auto categories —Local radio was up 4.6% —Network radio was up 3% Print Print media lagged the overall ad market. Magazines were down 3.2% and newspapers slipped 3.7%: —Consumer magazine spending fell 3.9% —B-to-b magazines dropped 8.4% —Local newspapers slipped 5.6% —Sunday magazine spending jumped 13.7% —National newspapers managed to gain 9.1%, primarily from increases at the Wall Street Journal. Internet, Outdoor and FSIs Internet (display ads only) gained 5%, while outdoor was essentially flat, down 0.4%. FSIs jumped 12.8%.