History of Global & Indian Ad Industry

History of Global and Indian Advertising Industry, Recent Trends & Major Players : 

History of Global and Indian Advertising Industry, Recent Trends & Major Players

Advertising: 

Advertising Any paid message placed in a medium in non personal communication by an identified sponsor across international borders, using broadcast, print, and/or interactive media is known as Advertising.

The Advertising Industry: 

The Advertising Industry Agencies The Media The Advertiser The support services & suppliers The Regulators The Consumers

Father of Advertising: 

Father of Advertising “ Never write an advertisement which you wouldn’t want your family to read. You wouldn’t tell lies to your own wife . Don’t tell them to mine”

Father of Advertising: 

Father of Advertising David Mackenzie Ogilvy , (June 23, 1911–July 21, 1999), was an advertising executive. He has often been called "The Father of Advertising." In 1962, Time called him "the most sought-after wizard in today's advertising industry."He was known for a career of expanding the bounds of both creativity and morality

The Advertising History: 

The Advertising History In past when the Ruler started communication with mass for any purpose it was starting of early advertising, but it was having some limitations for eg . Limited Reach Noise Time Taking

The Development of Advertising: 

The Development of Advertising

The Development of Advertising: 

The Development of Advertising

The Development of Advertising: 

The Development of Advertising

A Brief History of Media: 

A Brief History of Media Today’s media has evolved from ancient times: posters, hawkers, graffiti and coins Print and modern media 1455 Guttenberg develops printing with moveable type. 1650 first daily newspaper and the first newspaper ads, in Germany 1841 the first US ad agency opens its doors, primarily a media buying/broker service 1892 the four-color rotary press is invented and magazines take off

Famous Logo’s: 

Famous Logo’s

Example: Campbell’s Soup An early media success: 

Example: Campbell’s Soup An early media success Started with posters in transit advertising, moved on to newspapers, and then to magazines

The Advertising Industry: 

The Advertising Industry Dates to 1600s British newspapers paid notices

The Advertising History: 

The Advertising History Magazines became first national medium Volney Palmer – first ad agency – 1841 Bought newspaper and magazine space in large volumes at discount. Marked up 15% N. W. Ayer – first full service agency

Broadcast Media - Radio: 

Broadcast Media - Radio 1906 the first radio program of voice and music is broadcast in the US By the 1930’s as many as 88 million Americans tuned in to The Lone Ranger every week Radio today a $21 billion industry, predominantly local spending - 100% Advertiser supported

Broadcast Advertising History: 

Broadcast Advertising History Post WWI Radio grew Lifestyles improved Spending increased Radio networks emerged Advertising stressed the “Unique Selling Proposition”

Broadcast Media - TV: 

Broadcast Media - TV Invented by Philo Farnsworth Only 16 years old when he patented He was 21 when he assembled the first TV The first TV commercial Produced for Royal Crown Cola Penetration of TV sets exploded in the 50’s largely because of accessibility Mass production lowers prices Department store credit plans make it easy to buy

Broadcast Advertising History: 

Broadcast Advertising History Out of the debate on how to pay for broadcasting came… “Toll” broadcasting WEAF AT&T station “telephone philosophy of paying toll for long distance calls. First commercial broadcast http://www.old-time.com/commercials/1stcommercial.html

The Advertising History: 

The Advertising History Television explodes post WWII Radio programs shift to television Radio adopts musical formats Advertising costs increase Sponsorships give way to participations or “spots”

The Advertising History: 

The Advertising History Depicting a lifestyle – not product information Emotional appeals – not logical appeals Remember the package – not the name Focus on benefits to consumer

Effects of advertising: 

Effects of advertising On prices On competition On product image On demand “Creating” demands? Bran, fiber, carbs , cosmetics, vitamins, etc. Slow a declining market – “repositioning”

Media strategy: 

Media strategy Buying patterns Weekly cycles Monthly cycles Annual cycles Seasonal products Products/service with fixed maximum capacities

Media strategy: 

Media strategy Best frequency Outdoor, newspapers, magazines Best Reach Network advertising, magazines Best combination Radio

Father of Indian Advertising: 

Father of Indian Advertising Starting RK Swamy in 1973 at the age of 50, when most others think of plump retirement benefits and comfortable options, and then making it in the Top 10 list within five years is what most dream about in their twenties. He is the man who put Madras (now Chennai) on the map of Indian advertising, and yet he was one who never really looked at communication with a polorised, north-south point of view.

Pre Independence: 

Pre Independence Press advertisements – largely imported goods which had reached Indian shores

1930’s: 

1930’s The talkies and radio emerge as media Colour movies

1940’s: 

1940’s 2 nd World War Famine Fight for Independence

1950’s: 

1950’s Watershed years for Indian advertising Industrial revolution in the Nehruvian era 1 st survey of the rural market (Wood) Burmah Shell vans used for advertising Cinema advertising began Kolkata gets the privilege of India’s first ad club Leading ad agency - Press Syndicate National created the Murphy baby

1960’s: 

1960’s India’s first Advertising Convention (1960) Advertising to to be Indian in thought and content Shift to marketing orientation Professionalisation within agencies 1 st Asian Advertising Congress at New Delhi Research data generated

Cont’d: 

Cont’d MRI (Market Rating Indices) Shop Audits NRS I and II Creativity was emphasised Photography find increasing use Social marketing

1970’s: 

1970’s Media boom Special magazines 2 nd Asian Advertising Congress at New Delhi Lifestyle studies, positioning Rural marketing

1980’s: 

1980’s Indianisation of western advertising Public sector advertising Expansion and diversification of agencies Aug 15 th 1982 – Colour TV introduced Radio commercials introduced NRS III by IMRB Colour Printing more popular

1990’s: 

1990’s NRS IV ( 2 surveys – ORG and IMRB-MARG) Niche magazines Emphasis on Direct marketing Satellite TV CNN – 1 st channel to be beamed to India Star bouquet Zee bouquet DD Metro to counter satellite channels

Cont’d: 

Cont’d DD Audience surveys Movie channels and pay channels FM Radio Emphasis on Brand Equity Internationalisation of Advertising NRS V IRS survey Consumer Tracking and Satisfaction studies

2000: 

2000 NRS VI CAS Internationalisation of domestic agencies Net Advertising The role of the advertising agency – changing to that of a marketing consultant

Global Advertising: 

Global Advertising International TV channels: CNN, SkyTel Magazines with regional editions: Time, Newsweek, Playboy, Cosmopolitan International newspapers: Financial Times, Wall Street Journal Internet

Global Advertising: 

Global Advertising Advertising is any sponsored, paid message that is communicated in a nonpersonal way Single country Regional Global Global advertising is the use of the same advertising appeals, messages, art, copy, photographs, stories, and video segments in multiple country markets

Global Choices: 

Global Choices Prepare new copy for foreign markets in host country’s language Translate the original copy into target language Leave some or all copy elements in home country language

Print Media: 

Print Media Newspapers slipping– still a major force. Circulation dropping significantly Advertising spending still increasing, about 2/3 of total newspaper revenues Alternative newspapers making a name for themselves Magazines business is going strong with new growth particularly in the special interest and business titles Out-of-home a real growth area, not just billboards any more

Broadcast Media: 

Broadcast Media Radio is a powerful media With a vast penetration, almost every home in America has a radio, the average home has 6 with a station format to fit almost any taste With a very local emphasis Television is almost everything to advertisers Television in almost every home The average home has 2.5 TV sets

Top 10 Global Advertising Agency Brands: 

Top 10 Global Advertising Agency Brands 1. Denstsu (Tokyo) 2. McCann-Erickson Worldwide (New York) 3. BBDO Worldwide (New York) 4. J. Walter Thompson Co. (New York) 5. Euro RSCG Worldwide (New York) 6. Grey Worldwide (New York) 7. DDB Needham Worldwide (New York) 8. Ogilvy & Mather Worldwide (New York) 9. Publicis Worldwide (Paris) 10. Leo Burnett Co. (Chicago)

Top Global Marketers: 

Top Global Marketers Procter & Gamble General Motors Unilever Ford L’Oreal Toyota Time Warner Johnson & Johnson Nestle Walt Disney Nissan Altria Group Honda Coca-Cola Sony

Ogilvy & Mather Worldwide: 

Ogilvy & Mather Worldwide

Mudra Communication: 

Mudra Communication

Omnicom Group: 

Omnicom Group

McCann-Erickson Worldwide : 

McCann-Erickson Worldwide

Modern technological trends: 

Modern technological trends Internationalization of domestic agencies Net Advertising The role of the advertising agency – changing to that of a marketing consultant

Recent Trends: 

Recent Trends BANNER ADS Banner ads include active links which are featured on all MarkTheDay.com pages. These ads will reach a maximum amount of users with a high impact and valued branded message.

Recent Trends: 

Recent Trends CATEGORY ADS Category Ads are comprised of a title, description and active URL which is placed only on the relevant category pages. Therefore, if you are a flower affiliate, your ad will be placed on our floral resource files. These ads offer less leads, but much more targeted visitors.

Recent Trends: 

Recent Trends EMAIL ADS Email ads are active links, which are included in appointment, occasion and holiday reminders whose events or profiles match your product. Email ads are a targeted form of advertising that reach the consumer when they are most likely to make a purchase.

Four Pillars in Advertisement- Trends: 

Four Pillars in Advertisement- Trends Attention Creativity Measurement Advertising Inventories

Marketing to teens-Advertising strategies: 

Marketing to teens-Advertising strategies Ideal kids , families, family fun Star power Facts and figures Repetition Heart strings Sound goods Cartoon characters Weasel words, omission Are you cool enough?

Examples of Creative Advertisement: zoozoos ads: 

Examples of Creative Advertisement: zoozoos ads

Social message advertising: 

Social message advertising

THANK YOU : 

THANK YOU