Advertisment project.doc

8/10/2019 Advertisment project.doc

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ROLE OF ADVERTISING IN INDIA

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ACKNOWLEDGEMENT

The preparation of this project ADVERTISING wo!" not ha#e

$een possi$!e withot the #a!a$!e contri$tion of %& intition 'De!hi

Institte of Rra! De#e!op%ent()I wo!" !i*e to than* +o!) Da&anan", Director, DIRD an" his staff for

#a!a$!e assistance an" with who% a!! the initia!s was concepta!i-e") I

wo!" a!so !i*e to than* a!! the teachers who wor*e" c!ose!& with %e an"

co%pi!e" a!! the infor%ation an" correcte" se#era! ti%es o#er, so as to

incorporate the !atest "ata).& specia! than*s a!so to .rs) .eena*shi, %ar*etin/ %ana/e%ent

who a$!& assiste" s in conso!i"atin/ the se#era! chan/es that the project

n"erwent in spite of critica! "ea"!ines)Than*s a/ain,Sincere!&,

RO0IT 2.AR 3AIS4AL55A 6GEN)7

SE+85

INTRODUCTION

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A"#ertisin/, /enera!!& spea*in/, is the pro%otion of /oo"s, ser#ices, co%panies

an" i"eas, sa!!& perfor%e" $& an i"entifie" sponsor) .ar*eters see a"#ertisin/ as part

of an o#era!! pro%otiona! strate/&) Other co%ponents of the pro%otiona! %i: inc!"ep$!icit&, p$!ic re!ations, persona! se!!in/, an" sa!es pro%otion)

A"#ertisin/ in#o!#es the process where in a %essa/e is "esi/ne" so as to pro%ote

a pro"ct, a tho/ht, an i"ea or e#en a ser#ice) The concept of a"#ertisin/ has ass%e" a

"&na%ic for% with the se of the #arios %e"i%s of co%%nication) Fro% the

newspaper, %a/a-ines, posters, neon an" f!orescent si/n$oar"s, $i!!$oar"s to the

co%%ercia! on TV, !aser shows to inf!ate" hi/h8rise fi/res an" o$jects, a"#ertisin/ has

co%e a !on/ wa&) The wor* is for%i"a$!e as it spearhea"s a process inten"e" to attract,

%o"if&, chan/e an" inf!ences p$!ic opinion)

Fro% the !oca! $siness to %!tinationa! fir% an" a!! nee" to a"#ertise) 4hi!e

po!iticians, socia! or/ani-ations, /o#ern%ent specia! /rops nee" to a"#ertise their %otto,

nationa! air!ines, ato %o$i!e %anfactres, foo" an" cons%er /oo"s %anfactrers

ha#e to reach the cons%er) Specia!ist pro"cts an" ser#ices are often a"#ertise" thro/h

tra"e %a/a-ines an" e:hi$itions) Late!& %ai!8shots, han"$i!! circ!ation, specia! offers

ha#e $eco%e #er& pop!ar) There are sti!! other wa&s of a"#ertisin/) There are win"ow

"isp!a&s, "isp!a& on te!ephone "irectories, transit si/n on $ses, !a%p posters, $anners,

etc) A"#ertisin/ thro/h the e!ectronic %e"ia has $een perhaps the %ost pop!ar %e"i%)

A"#ertisin/, as an effecti#e %e"i%, ses a #ariet& of techni;es to create effecti#e

a"#ertise%ents) A $asic appea! is at the heart of a"#ertisin/) Slogans an" pro"ct

characters are create" to catch the attention of the #iewers) .ost winnin/ a"#ertise%ents

wo!" enco%pass facta! infor%ation with e%otiona! appea!)

Awareness procee"s chan/e) +o%panies %ain!& see* to chan/e the crrent $&in/ ha$its

of their tar/et %ar*et, an" "eter%ine how the& are /oin/ to reach that /rop in the %ost

effecti#e wa& possi$!e)

Advertising Fundaentals


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Near!& e#er&$o"& in the wor!" is s$jecte" to a"#ertisin/) 4e ta!* a$ot the /oo" a"s an"

so%eti%es a$ot the $a" ones) For so%e peop!e, the a"#ertise%ents "e$tin/ "rin/ the

cric*et wor!" cp $roa"cast are a $i//er attraction than the /a%e itse!f) .e%ora$!e a"s

are part of the c!tre of the !ast three or for /enerations of h%anit&, as or ci#i!i-ation

is awash with a"#ertisin/)

Advertising is Couni!ation

A"#ertisin/ sen"s a %essa/e) The a"#ertisin/ ca%pai/n, re/ar"!ess of its scope or si-e,

portra&s the or/ani-ation, pro"cts an" ser#ices, an" #a!es) Each attri$te is teste" with

each new csto%er the co%panies ac;ire)

A"#ertisin/ sho!" enhance the cre"i$i!it& of an or/ani-ation an" present the $est

so!tion to %eet csto%ers( nee"s The n%$er of a"#ertisin/ a!ternati#es is enor%os) To

sort thro/h it a!!, the co%pan& nee"s to constant!& re!ate their a"#ertisin/ to their

strate/&) It(s not a %atter of c!e#er a"s or !ar/e $"/ets) .ch $etter res!ts can $e

achie#e" if the focs is on the %essa/e the co%pan& wants to sen" an" reach the peop!e

the& want to recei#e that %essa/e)

"ISTOR# OF AD$ERTISING IN INDIA

8In"ian A"#ertisin/ starts with the haw*ers ca!!in/ ot their wares ri/ht fro% the "a&s

when cities an" %ar*ets first $e/an

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8Shop front si/na/es

8Fro% street si"e se!!ers to press a"s

8The first tra"e%ar*s

80an"$i!!s "istri$te" separate!& fro% the pro"cts

%&t' Centur(

> +oncrete a"#ertisin/ histor& $e/ins with c!assifie" a"#ertisin/

> A"s appear for the first ti%e in print in 0ic*e&?s Bengal Gazette. India)s *irst

ne+s,a,er -+ee.l(/0

> St"ios %ar* the $e/innin/ of a"#ertisin/ create" in In"ia 6as oppose" to i%porte"

fro% En/!an"7 St"ios set p for $o!" t&pe, ornate fonts, %ore fanc&, !ar/er a"s

> Newspaper st"ios train the first /eneration of #isa!isers @ i!!strators

> .ajor a"#ertisers Retai!ers !i*e Spencer?s, Ar%& @ Na#& an" 4hiteawa& @ Lai"!aw

> .ar*etin/ pro%otions Retai!ers? cata!o/es pro#i"e" ear!& e:a%p!e

> A"s appear in newspapers in the for% of !ists of the !atest %erchan"ise fro% En/!an"

> Batent %e"icines The first $ran" as we *now the% to"a& were a cate/or& of a"#ertisers

> 0or!ic*s $eco%es the first ?%a!te" %i!*? to $e patente" on Cth 3ne 1< 6No) 97)

> 1 1 1 8First te!e#ision co%%ercia! seen

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> 1H8.ar*s the $e/innin/ of new %e"i% Internet

> 118 First In"ia8tar/ette" sate!!ite channe!, ee TV starts $roa"cast

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In"ian a"#ertisin/ in"str& with an esti%ate" #a!e of es1


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In"ia has a rich poo! of strate/ic p!annin/, creati#e an" %e"ia ser#ices personne!

In"ee", In"ian a"#ertisin/ in"str& has $een e:portin/ senior8!e#e! ta!ent to %an&

contries, partic!ar!& to the G!f, Soth8East Asia, +hina, the 2 an" the 2S)

In"ian ta!ent is reco/nise" an" respecte" in /!o$a! a/enc& networ*s)

No other contr& has access to so %an& traine" %ana/e%ent /ra"ates who can

pro#i"e strate/ic inpts for $ran" an" %e"ia p!annin/)

In"ians are %!tic!tra! we !earn at !east two !an/a/es an" that /i#es s a hea"

start in n"erstan"in/ c!tra! "i#ersit&)

.ost of the top 9H a/encies in In"ia ha#e a /!o$a! partner or owner, which sho!"

pro#i"e an i%%e"iate !in* to /!o$a! %ar*ets)

Or pro"ction stan"ar"s in TV an" print ha#e i%pro#e" 4ith a #i$rant

ani%ation software in"str&, we ha#e access to this area of TV pro"ction)

In"ia?s a"#ance" IT capa$i!ities can $e se" to "e#e!op 4e$8$ase"

co%%nication pac*a/es for /!o$a!

Statisti!s o* advertising industr(

> The o#era!! a"#ertisin/ an" %e"ia in"str& is e:pecte" to c!ose at Rs 91,


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> The print in"str& stan"s at near!& Rs 1H,HHH crore)

> The cine%a %e"i% wi!! corner aron" H) per cent of the tota! a"#ertisin/ $"/et in

9HH)

> Ot"oor %e"ia in"str& wi!! /row at 1= per cent to toch Rs 1,=C= crore,

> Ra"io is !i*e!& to recor" a =H per cent /rowth in 9HH to toch Rs 9 crore

> Internet a"#ertisin/ wi!! constitte on!& 1) per cent of the o#era!! a"#ertisin/ spen"s in

9HH, p fro% the crrent 1)= per cent)

Wor.ing o* an advertising agen!(

Fir%s in the a"#ertisin/ an" p$!ic re!ations ser#ices in"str& prepare

a"#ertise%ents for other co%panies an" or/ani-ations an" "esi/n ca%pai/ns to pro%ote

the interests an" i%a/e of their c!ients) This in"str& a!so inc!"es %e"ia representati#es

Jfir%s that se!! a"#ertisin/ space for p$!ications, ra"io, te!e#ision, an" the InternetK

"isp!a& a"#ertisersJ$sinesses en/a/e" in creatin/ an" "esi/nin/ p$!ic "isp!a& a"s for

se in shoppin/ %a!!s, on $i!!$oar"s, or in si%i!ar %e"iaK an" "irect %ai! a"#ertisers) A


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fir% that prchases a"#ertisin/ ti%e 6or space7 fro% %e"ia ot!ets, thereafter rese!!in/ it

to a"#ertisin/ a/encies or in"i#i"a! co%panies "irect!&, is consi"ere" a %e"ia $&in/

a/enc&) Di#isions of co%panies that pro"ce an" p!ace their own a"#ertisin/ are not

consi"ere" part of this in"str&)

.ost a"#ertisin/ fir%s specia!i-e in a partic!ar %ar*et niche) So%e co%panies

pro"ce an" so!icit ot"oor a"#ertisin/, sch as $i!!$oar"s an" e!ectric "isp!a&s) Others

p!ace a"s in $ses, s$wa&s, ta:is, airports, an" $s ter%ina!s) A s%a!! n%$er of fir%s

pro"ce aeria! a"#ertisin/, whi!e others "istri$te circ!ars, han"$i!!s, an" free sa%p!es)

Grops within a/encies ha#e $een create" to ser#e their c!ients( e!ectronic

a"#ertisin/ nee"s on the Internet) On!ine a"#ertise%ents !in* sers to a co%pan&(s or

pro"ct(s 4e$ site, where infor%ation sch as new pro"ct annonce%ents, contests, an"

pro"ct cata!o/s appears, an" fro% which prchases %a& $e %a"e)

So%e fir%s are not in#o!#e" in the creation of a"s at a!!K instea", the& se!!

a"#ertisin/ ti%e or space on ra"io an" te!e#ision stations or in p$!ications) 5ecase

these fir%s "o not pro"ce a"#ertisin/, their staffs are %ost!& sa!es wor*ers)

+o%panies often !oo* to a"#ertisin/ as a wa& of $oostin/ sa!es $& increasin/ the

p$!ic(s e:posre to a pro"ct or ser#ice) .ost co%panies "o not ha#e the staff with the

necessar& s*i!!s or e:perience to create effecti#e a"#ertise%entsK frther%ore, %an&a"#ertisin/ ca%pai/ns are te%porar&, so e%p!o&ers wo!" ha#e "iffic!t& %aintainin/

their own a"#ertisin/ staff) Instea", co%panies co%%on!& so!icit $i"s fro% a" a/encies to

"e#e!op a"#ertisin/ for the%) Ne:t, a" a/encies offerin/ their ser#ices to the co%pan&

often %a*e presentations) After winnin/ an accont, #arios "epart%ents within an

a/enc&Jsch as creati#e, pro"ction, %e"ia, an" researchJwor* to/ether to %eet the

c!ient(s /oa! of increasin/ sa!es)

4i"esprea" p$!ic re!ations ser#ices fir%s can inf!ence how $sinesses,/o#ern%ents, an" instittions %a*e "ecisions) Often wor*in/ $ehin" the scenes, these

fir%s ha#e a #ariet& of fnctions) In /enera!, fir%s in p$!ic re!ations ser#ices a"#ise an"

i%p!e%ent p$!ic e:posre strate/ies) Fir%s in p$!ic re!ations ser#ices offer one or %ore

resorces that c!ients cannot pro#i"e the%se!#es) 2sa!!& this resorce is e:pertise in the

for% of *now!e"/e, e:perience, specia! s*i!!s, or creati#it&K $t so%eti%es the resorce is

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ti%e or personne! that the c!ient cannot spare) +!ients of p$!ic re!ations fir%s inc!"e a!!

t&pes of $sinesses, instittions, tra"es, an" p$!ic interest /rops, an" e#en hi/h8profi!e

in"i#i"a!s) +!ients are !ar/e an" s%a!! for8profit fir%s in the pri#ate sectorK State, !oca!,

or Fe"era! Go#ern%entsK hospita!s, ni#ersities, nions, an" tra"e /ropsK an" forei/n

/o#ern%ents or $sinesses)

In an effort to attract an" %aintain c!ients, a"#ertisin/ an" p$!ic re!ations

ser#ices a/encies are "i#ersif&in/ their ser#ices, offerin/ a"#ertisin/ as we!! as p$!ic

re!ations, sa!es, %ar*etin/, an" interacti#e %e"ia ser#ices) A"#ertisin/ an" p$!ic

re!ations ser#ice fir%s ha#e fon" that hi/h!& creati#e wor* is partic!ar!& sita$!e for

their ser#ices, res!tin/ in a $etter pro"ct an" increasin/ their c!ients? profita$i!it&)

Wor. Environent

A" a/encies are $ase" within office settin/s) Acconts E:ecti#es, Accont

B!aners, .e"ia E:ecti#es, Art Directors an" +op&writers spen" %ost of their wor*in/

ti%e in a/enc& office) Accont E:ecti#es ha#e to tra#e! e:tensi#e!&, #isitin/ c!ients an"

spp!iers) 4hi!e other staff, tra#e! occasiona!!& to atten" %eetin/s with c!ients, or #isit

!ocations "rin/ fi!% pro"ction) A" a/encies are #er& $s& p!aces an" often wor* is on

ti!! !ate hors) In 9HH=, wor*ers in the in"str& a#era/e"


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"ea"!ines an" conse;ent!& %a& wor* !on/ hors at ti%es) 4or*ers, whose ser#ices are

$i!!e" hor!&, sch as a"#ertisin/ cons!tants an" p$!ic re!ations specia!ists, are often

n"er pressre to %ana/e their ti%e caref!!&) In a""ition, fre;ent %eetin/s with c!ients

an" %e"ia representati#es %a& in#o!#e s$stantia! tra#e!)

.ost fir%s encora/e e%p!o&ees to atten" e%p!o&er8pai" ti%e8%ana/e%ent

c!asses, which he!p re"ce the stress so%eti%es associate" with wor*in/ n"er strict ti%e

constraints) A!so, with to"a&(s hectic !ifest&!e, %an& fir%s in this in"str& offer or

pro#i"e hea!th faci!ities or c!$s to he!p e%p!o&ees %aintain /oo" hea!th)

Advertising 1ro!ess

4hen preparin/ &or search proposa!, &o sho!" ta*e into accont that the !ea"8

in ti%e nee"e" to p!ace an a" can #ar& an&where fro% "a&s to %onths "epen"in/ on the

p$!ication) o sho!" p!an to ha#e &or a" appro#e" an" an esti%ate of the cost "one at

!east one %onth prior to the "ate when &o want the a" to $e p$!ishe") The a"#ertisin/

process for professiona! staff an" fac!t& positions in#o!#es fi#e $asic steps

1) 4ritin/ an A"

9) Gettin/ Appro#a! for the Te:t of the A"


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Bro"ction Sta/e 5"/et an" esti%ate appro#a!s

Bro"ction of fi!%, press a"s, co!!atera!s

.e"ia Sche"!in/ an" %e"ia $oo*in/

A!! re!ease appro#a!s for creati#e @ %e"ia

Bost Bro"ction Sta/e .ateria! "ispatch to %e"ia

.e"ia re!ease %onitorin/

An& post8testin/ if re;ire"

5i!!in/ an" co!!ection

Organi2ation Stru!ture

The acti#ities within an a"#ertisin/ a/enc& are t&pica!!& "i#i"e" into = $roa"

/rops accont %ana/e%ent, the creati#e "epart%ent, %e"ia $&in/, an" research) These

"i#isions are sa!!& ph&sica!!& separate", a!tho/h a!! for areas wor* c!ose!& to/ether

to pro"ce an a"#ertisin/ ca%pai/n in its entiret&)

Account managerssa!!& ha#e "ai!& interaction with a conterpart at the c!ient?s office

an" coor"inate the acti#ities of the other "epart%ents accor"in/ to the c!ient?s wishes) The

creative department "esi/ns ori/ina! the%es or concepts for a"s, whi!e the media

departmentp!aces finishe" a"s within the %e"ia in which the& wi!! recei#e the %ost

e:posre to a tar/et a"ience) The research departmentpro#i"es "ata a$ot cons%ers to

he!p the a/enc& an" the c!ient %a*e infor%e" a"#ertisin/ "ecisions)

Recent!& a""e" to a"#ertisin/ a/encies? roster of ser#ices are p$!ic re!ations, "irect

%ar*etin/, an" pro%otiona! ser#ices) Other acti#ities that se" to $e co%p!ete" $&

otsi"e #en"ors, sch as photo/raph& an" hi/h8tech print wor*, ha#e $een $ro/ht in8

hose in %an& a/encies)

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ORGANI3ATION C"ART

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Advertising !reatives

So%e of the %ost sccessf! a"#ertise%ent creati#e pro"ce" $& #arios a"

a/encies in In"ia are shown $e!ow)

Board of Directors

Managing Director

Client Services Director Creative Director

Servicing Group

Media

Research

Creative Groups

Audio Visual

Language

Studio

Production

Finance /Accounts

Branches

Secretarial / LegalPersonnel

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Cat!'( 4 Meora5le Advertising Slogans 4 6ingles 7 Indian

Advertising Industr(

S!o/ans an" 3in/!es for% an essentia! part of the a"#ertisin/ in"str&) The %ain ro!e of an

a"#ertisin/ s!o/an or ra"io jin/!e is to create an i"entit& for the $ran")

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Once the catch& s!o/an or jin/!e $eco%es pop!ar, it frther !ea"s to $ran" reco/nition

an" ser#ices as a re%in"er for the tar/et a"iences) A !ot of effort /oes into $rainstor%in/

an" creatin/ an a"#ertisin/ s!o/an M ta/ !ine M jin/!e for a $ran" M pro"ct) The creati#e ta/

!ine %st fa!! in p!ace an" /e! with the o#era!! %ar*etin/ efforts an" corporate i"entit& of

the $ran" $ein/ a"#ertise" an" pro%ote")

O#er the &ears, it has $een seen that certain a"#ertisin/ ca%pai/ns ha#e $een a h/e hit

with its tar/et a"iences) Beop!e, ti!! "ate, re!ate to the $ran" thro/h its catch& an"

creati#e a" s!o/an ) jin/!e) Sch is the power of creati#it&

0ere are a few of %& a!! ti%e fa#orites 8 ra"io jin/!es, a"#ertisin/ s!o/ans an" ta/ !ines 8 I

can?t he!p $t re!ate these $ran"s with their creati#e one !iners 8 Ga/an Vanaspati 8 hao

Ga/an, Raho .a/an

+o%p!an 8 I?% A +o%p!an 5o& 8 I?% A +o%p!an Gir!

To%ato etchp 8 etchp 0o/a a""oo 5hara, Is%e a""oo Nahi ara

Lijjat Bapa" 8 harra% hrra%, hrra% harra% 8 .a-e"ar La-e"ar Swaa" Swaaa"

.ein Lijjat Lijjat Bapa"

Nir%a Deter/ent 8 Nir%a Deter/ent Ti*i&a 8 Is*i 3haa/ Ne 3a" ar Di&a 8 Baani .ein

Rah ar 5hi e a% Ga!e Dheron ap"e Dho&e Ar &a"a +ha!e

0aw*ins Bressre +oo*ers 8 0aw*ins i Seetee 5aji, hs$oo 0i hsh$oo 2"i,

.a-e"ar La-e"ar hana 0ai Ta&&e&ar 8 .r/ .saa!a%, .ttar Baneer, heer Ar

D% A!oo

2%a Fa!!s 8 2&ii .aa Nahi, 2%a 8 2%a Fa!!s

Te:!a T# 8 Te:!a TV 3a$ Se Aa&a, Sa$*e .ann .ein Te:!a 0i +ha&a

.entos 8 Di%aa/ i 5atti a!a De

Sprite 8 +!ear 0ai

+o*e 8 Than"a .at!a$ +oca8+o!a, Bi&o sar tha *e

Saffo!a 8 A$hi to %ain jawan hoon

+ASE ST2D ON 4ORING OF ADVERTISING AGEN+IES

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Case stud(8%

+!ient Re!iance Te:ti!e In"stries Lt") 6Vi%a! Sitin/s7

A" A/enc& ."ra +o%%nication B#t) Lt"), Ah%e"a$a"

Mar.eting O59e!tive

The Research an" De#e!op%ent "epart%ent of Re!iance Te:ti!e inno#ate" a

sitin/, sin/ i%porte" &arns, which i%parte" e:c!si#e properties to the fa$ric P

%a:i%% porosit& per s;are centi%eter an" e:ce!!ent crease reco#er& to free the fa$ric

fro% nwante" wrin*!es) The ran/e of co!ors of paste! sha"es was s$"e" an" c!ass&)

+onsi"erin/ the fina! pro"ct an" pricin/, it was "eci"e" to $ea% the %ar*etin/

of the pro"ct at the pper%ost se/%ents of societ&, sch as "irectors, chair%en,

in"stria!ists, $siness%en, in short /ent!e%en of so%e stan"in/ in societ&) A pri%e

re;ire%ent, howe#er, was that the strate/& sho!" not offen" other prospecti#e

cons%ers $& e:c!"in/ the% co%p!ete!&) Rather, this sitin/ ha" to $e pro%ote" as a

#er& sophisticate", e:c!si#e sitin/)

Creative strateg(

To reach the pri%ar& tar/et a"ience the personne! se!ecte" to $e featre" in the

a"#ertisin/ ca%pai/n were for /ent!e%en who were we!! *nown $& the position the&

he!" in presti/ios or or/ani-ations $& #irte of their $siness interests)

Since the $ran" na%e, 0err .o"e, was a"apte" fro% the Ger%an an" stoo" for

fashion for the /ent!e%en, this was se" as the cop& p!atfor% an" rea" as fo!!ows

0err .o"e

In Ger%an it stan"s for fashion for the /ent!e%an)

In In"ia it stan"s for the finest sitin/ for /ent!e%an)

To inc!"e other cons%ers as we!!, the sa%e the%e finest suiting for gentleman wasretaine")

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Media Strateg(

+o!or a"#ertise%ents were sche"!e" in se!ecte" presti/ios /enera! interest

%a/a-ines a!! o#er the contr&) To achie#e the specific %ar*etin/ o$jecti#e of reachin/

the pri%ar& tar/et a"ience, a few $siness jorna!s, an" jorna!s rea" $& top !e#e!

personne!, were a!so se" as a pri%ar& %e"i%) To co#er other 'aspirin/( cons%ers, the

co!or a"#ertise%ents were a"apte" to $!ac* an" white for%ats an" sche"!e" in a!!

%ajor newspapers of the contr&) Bosters an" other point of sa!e %ateria! were "istri$te"

to retai!ers stoc*in/ 0err .o"e sitin/ a!! o#er the contr&)

Case :

Agen!(8 O/i!#& @ .atherClient8Asian Baints

O4M 5uilding 5rands o* Asian 1aints

A!$ert Einstein sai" E#er&thin/ sho!" $e %a"e as si%p!e as possi$!e, $t not

si%p!er) An" so it is with $ran"s As %an& of the% tr& to %a*e thin/s si%p!er, the& on!&

en" p co%p!icatin/ the core %essa/e) So%e, howe#er, contine ta!*in/ to their

cons%ers in the sa%e !an/a/e for "eca"es on en", an" with /reat ap!o%$) For we!!

o#er si: "eca"es, i%a/es of Gatt (the Asian Paints mascot developed by R.K. Laman!

re%ains i%printe" in the ps&che of In"ian cons%ers) 5t when /att /a#e his p!ace to

"unil Babu in 9HH9, Asian Baints ar/a$!& n!eashe" a who!e new e:citin/ in"str& in

the contr&, con#ertin/ it into a %ore thri!!in/ propostion)

The &ear 9HH saw Asian paints ca%e ot with its #$hhote %a&ab' ca%pai/n,

which once a/ain create" %a/ic with $ran"(s patrons an" e:p!ore" #irta!!& e#er&

territor&, fro% s$!et a$sr"it& to fon" e%otions) A$hijit A#asthi, Grop +reati#e

Director, Ogilv( 4 Mat'erhas $een wor*in/ on Asian Baints $ran" proposition for a

!on/ ti%e an" asserts his fa%i!iarit& with the tone an" %anners of their co%%nications)

'whi!e the corporate co%%nication (har ghar ch ehta hai! of Asian Baints is

e%otiona! in its appea!, the wor* on Ape: E:terior has a!wa&s $een pro"ct8centric an"

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h%oros in the %anner of #)ah "unil Babu* Badhiya hai' an" the #$hhote %a&ab'

+a%pai/n)

+hhote Nawa$ fo!!owe" the pheno%ena! sccesss of the Sni! $a$ ca%pai/n an" the

;ir*& e!e%ent in the co%%ercia! "i" wone"ers, $oth for the pro"ct an" the %essa/e)

The e%phasis was on arra& of e&e8catchin/ co!ors an" it e#en pac*e" eno/h pnch to

attract the &oth) In the !ater ha!f of the &ear, this paint $ran" ca%e p with &et another

characteristics co%%ercia!, which to!" the stor& of how two *i"s cajo!e their /ran"%other

to $& choco!ates $& !in*in/ it to their fa#orite wa!! co!or) So%eone once sai" 'an/e!s

can f!& $ecase the& ta*e the%se!#es !i/ht!&K "e#i!s fa!! $ecase of their /ra#it&(, an" this

= &ear o!" paint #eteran certain!& see%s to ha#e n"erstoo" this !i/ht @ rac& path to

sccess 5a"hi&a 0ai

CLASSIFICATION OF AD$ERTISING

1rodu!t advertising

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4ithin the conte:t of the = Bs of %ar*etin/ we ha#e the Bro"ct) 5e it an F.+G pro"ct

or an in"stria! /oo", we nee" to n"erstan" that a"#ertisin/ p!a&s an i%portant ro!e in

pro%otin/ the pro"ct) 5e it at an& sta/e of the pro"ct !ife c&c!e, e#er& pro"ct nee"s to

$e co%%nicate" for #arie" reasons to its tar/et csto%er as to wh& the& o/ht to /o for

that pro"ct)

A pro"ct has to $e /oo" an" sho!" /i#e satisfaction to the nee"s of the cons%er on!&

then wi!! the a"#ertisin/ o$jecti#e can $e a sccess) E#en a $a" pro"ct co!" $e

sstaine" in the %ar*et p!ace with a /oo" a"#ertisin/, $t what %atters in the !on/ rn is

the a$i!it& of the pro"ct to see%in/!& stan" ot in the %in"s of the cons%ers) If the

cons%er *nows the $ran" an" the associate" $enefits attache" with the pro"ct the

a"#ertisin/ o$jecti#e can easi!& $e achie#e" there$& $rin/in/ a$ot an increase in the

sa!es)

Bro"ct or $ran" *now!e"/e cop!e" with a c!ear positionin/, "eri#e" fro% a we!!

tho/ht ot %ar*etin/ strate/&, is essentia! to e#er& sccessf! a"#ertisin/ pro/ra%) The

other e!e%ents in /oo" pro"ct a"#ertisin/ are pac*a/in/, tra"e%ar*, an" sch other

ph&sica! an" ps&chic attri$tes of the pro"ct !i*e taste, co!or, te:tre, aro%a, st&!e an"

"esi/n) The sa!ea$i!t& inf!ence of these pro"ct attri$tes is to $e ana!&-e" $efore

incorporatin/ the% in the a"#ertisin/ %essa/es "e!i#ere" thro/h #arios a"#ertisin/

%e"ia)

1rodu!ts !an 5e !lassi*ied as under8

In"stria! Bro"cts

This is n"erta*en $& se!!ers of in"stria! /oo"s) The& a"#ertise to $siness peop!e to

prchase the pro"cts an" ser#ices so that the& can se sch ite%s in their $siness

acti#ities) E:a%p!es of sch a"#ertisin/ inc!"e Ernco Transfor%ers, ir!os*ar In"stria!

B%ps, etc) the %e"ia se" inc!"es tra"e jorna!s, in"stria! %a/a-ines, an" "irect %ai!)

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+ons%er Bro"cts for "irect cons%ption

This t&pe of a"#ertisin/ is "one to the cons%ers) Sch a"#ertisin/ is "one to create

awareness an" to in"ce action on the part of cons%er, i,e), prchase of /oo"s an"

ser#ice or so%e other action) The %e"ia se inc!"e te!e#ision +o!/ate tooth8paste,

Th%ps 2p, Do#e Soap, etc)

Servi!e Advertising

Ser#ice constittes

8The& are acti#ities, $enefits or satisfaction offere" for sa!e

8The& are Intan/i$!e, Insepara$!e, Varia$!e an" Berisha$!e in natre)

8Re;ire strict ;a!it& contro!, spp!ier

cre"i$i!it& an" a"apta$i!it&)

Specia!i-e" ser#ices !i*e cons!tin/K $ein/ a "octor e#en an a"#ertisin/ a/enc& is ane:a%p!e of a"#ertisin/) The& %a& ta!* a$ot con/enia! en#iron%ent, ;ic*ness an"

pro%ptness of ser#ice, econo%&, e:c!si#eness, an" stats si/nificance) 0ote!s an"

air!ines, when a"#ertisin/ their ser#ices, attach /reater i%portance to ser#ice with a

s%i!e, cortes&, tho/htf!ness an" c!ai% that the& offer a ho%e awa& fro% ho%e)

E:a%p!es

5an*s a!so a"#ertise the ser#ices that the& offer to their c!iente!e, !i*e the persona!i-e"

$an*in/, co%pter $an*in/, or %a&$e jst the sheer e:perience of $an*in/ $ein/ a

p!easre) Ser#ices !i*e ph&sica! /oo"s a!so se channe!s to %a*e their otpt a#ai!a$!e

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an" accessi$!e, e)/), !ocation of partic!ar hospita! to cater to a partic!ar catch%ent area)

Bro%otion of ser#ices a!so e%phasi-es the !ocationa! aspect) Retai! ser#ices, which are

/rowin/ at a /oo" rate se pro%otion as a %ajor too!) In this respect I want &o to thin*

of the a"#ertise%ent of I+I+I $an* who ha#e rope" in A%ita$h 5achan to $e their $ran"

a%$assa"or)

Cor,orate advertising

In this for% of a"#ertisin/ an instittion presents its own stor& to $i!" p an i%a/e of

itse!f in the %in"s of the p$!ic) It is %ore !i*e a p$!ic re!ations approach a"#ertisin/) It

co!" ta!* a$ot how it is associatin/ with a case, !i*e the Star TV Networ* pttin/ the

case for /ir! chi!" e"cation in the forefront) It %a& e%phasi-e on its contri$tion to the

societ& an" it co!" a!so ta!* a$ot the %ission of the or/ani-ation) That wa& it co!"

show a!! the pro"cts of the or/ani-ation, !i*e the 0ero 0on"a(s Desh i Dhar*an,

where the& show a!! the $ran"s of the

or/ani-ation) Sahara $& sa!tin/ the In"ian cric*et captains is associatin/ with cric*et)

There are n%$er of corporate a"#ertise%ents)

EQA.BLE

The a" of 0in"stan Betro!e% the a"#ertise%ent ta!*s a$ot powerin/ In"ia since 9C

&ears) Especia!!& where !oco%oti#es are concerne") 0ence focsin/ on the fact that the&

power the In"ian Rai!wa&s)

1u5li! Servi!es Advertising

B$!ic ser#ice a"#ertisin/ is the se of co%%ercia! a"#ertisin/ techni;es for non8

co%%ercia! prposes 6see a!so propa/an"a7) T&pica! topics for

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p$!ic ser#ice a"#ertisin/ inc!"e p$!ic hea!thMp$!ic safet& isses, e%er/enc&

prepare"ness instrctions, natra! resorces conser#ation infor%ation, an" other topics of

$roa" interest)

B$!ic ser#ice a"#ertisin/ ca%pai/ns are wi"esprea" aron" the wor!") Sch a"#ertisin/

is /enera!!& pro"ce" an" "istri$te" on a cooperati#e $asis $& /o#ern%enta! a/encies or

nonprofit or/ani-ations actin/ in concert with pri#ate a"#ertisin/ an" %ass %e"ia

co%panies) In %ost cases, the nonprofit pro#i"es the pro/ra%%in/ that is to $e

a"#ertise", whi!e the participatin/ a"#ertisin/ a/enc& an" %e"ia co%panies pro#i"e

creati#e ser#ices, %e"ia p!annin/, an" "isse%ination ser#ices on a pro $ono $asis)

Schoo! +ha!en 0%, .i!!e Sr .era T%hara, these a"#ertise%ents ha#e $eco%e

#er& pop!ar an" ha#e see%e" to toch the p$!ic) Drin/ the ar/i! war there were a !ot

of a"#ertise%ents, which focse" on the In"ian so!"iers fi/htin/ on the front) The

a"#ertise%ent was for the Bri%e .inister(s Fn" for the ar/i! war) The print

a"#ertise%ents ha" won a !ot of awar"s)

Rural advertising

+orporations an" a"#ertisin/ a/encies ha#e starte" wor*in/ in the

rra! area with a "ifferent approach as co%pare" to r$an areas, !i*e

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pppet shows in Bnja$, Fo!* %e"ia !i*eRagini in+aryana for co%%nicatin/ ;a!ities

of ,irat ce%ent,Pala an"-asathia in rissa for pro%otin/ safe e!ectricit& cons%ption

an" tooth pastes of +o!/ate Ba!%o!i#e, Bau! son/s in 4est 5en/a! for a"#ertisin/

insectici"es are so%e of the e:a%p!es) 5ritannia has entere" in to the rra! %ar*et $&

participatin/ in rra! melas an" "isp!a&in/ its "own %ar*et $ran" 5ritannia Ti/er

5iscits) These rra! melas an" wee*!& haats ha#e $eco%e %ore pop!ar %e"i% of rra!

a"#ertisin/ $& the %e"ia p!anners)

Thro/h this arran/e%ent the& can $rea* the sa""!e of scant /eo/raphica! "istri$tion of

csto%ers in rra! %ar*ets as peop!e of n%$er of #i!!a/es asse%$!e to/ether to

participate in the fair) It is a /oo" /ron" for $ran" awareness $i!"in/, tria! sa!es an"

sa%p!in/) It pro#i"es a wi"er a"ience at a fair!& !ow cost) +o%panies !i*e +LL* /itan

and $olgate Palmolive se festi#a!s !i*e Rathyatra* Kumbhmela* and nam for $ran"

pro%otion) These co%panies are fo!!owin/ a t&pica! %e"ia sche"!e an" are a!wa&s in a

%arch fro% one p!ace to the other with or festi#a! ca!en"ar an" a co!!apsi$!e

arran/e%ent of the e:hi$ition setp) +o%panies can a!so se pop!ar for%s of

entertain%ent !i*e pppetr&, nautani* ragini* bhangra* 0aualli an" tra"itiona! "ance

shows to increase the $ran" e:perience) The co%panies can "e#e!op a stor& !ine re!atin/

to the $ran" an" show the characters sin/ the $ran"s for their a"#anta/e an" e#en the

"resses of the characters can $e that of the $ran"(s pac*a/in/)

AD$ERTISING MEDIUMS

+o%%ercia! a"#ertisin/ %e"ia can inc!"e wa!! paintin/s, $i!!$oar"s , street frnitre

co%ponents, printe" f!&ers, ra"io, cine%a an" te!e#ision a"s, we$ $anners, we$ popps,

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s*&writin/, $s stop $enches, %a/a-ines, newspapers, town criers, si"es of $ses, ta:ica$

"oors an" roof %onts, %sica! sta/e shows, s$wa& p!atfor%s an" trains, e!astic $an"s

on "isposa$!e "iapers, stic*ers on app!es in sper%ar*ets, the openin/ section of

strea%in/ a"io an" #i"eo, an" the $ac*s of e#ent tic*ets an" sper%ar*et receipts) An&

p!ace an i"entifie" sponsor pa&s to "e!i#er their %essa/e thro/h a %e"i% is

a"#ertisin/)

+o#ert a"#ertisin/ e%$e""e" in other entertain%ent %e"ia is *nown as ,rodu!t

,la!eent) A %ore recent #ersion of this is a"#ertisin/ in fi!%, $& ha#in/ a %ain

character se an ite% or other of a "efinite $ran" 8 an e:a%p!e is in the %o#ie 1inority

Report, where To% +rise?s character To% An"erton owns a co%pter with the %oia

!o/o c!ear!& written in the top corner, or his watch en/ra#e" with theBulgari!o/o)

The T$ !oer!ial is /enera!!& consi"ere" the %ost effecti#e %ass8%ar*et

a"#ertisin/ for%at an" this is ref!ecte" $& the hi/h prices TV networ*s char/e for

co%%ercia! airti%e "rin/ pop!ar TV e#ents)

$irtual advertiseents %a& $e inserte" into re/!ar te!e#ision pro/ra%%in/

thro/h co%pter /raphics) It is t&pica!!& inserte" into otherwise $!an* $ac*"rops or se"

to rep!ace !oca! $i!!$oar"s that are not re!e#ant to the re%ote $roa"cast a"ience) .ore

contro#ersia!!&, #irta! $i!!$oar"s %a& $e inserte" into the $ac*/ron" where none

e:istin/ in rea!8!ife) Virta! pro"ct p!ace%ent is a!so possi$!e) Increasin/!&, other

%e"i%s sch as those "iscsse" $e!ow are o#erta*in/ te!e#ision "e to a shift towar"s

cons%er?s sa/e of the Internet)

A"#ertisin/ on the 4or!" 4i"e 4e$ is a recent pheno%enon) Brices of 4e$8$ase"

a"#ertisin/ space are "epen"ent on the re!e#ance of the srron"in/ we$ content an"

the traffic that the we$site recei#es) E8%ai! a"#ertisin/ is another recent pheno%enon)

2nso!icite" $!* E8%ai! a"#ertisin/ is *nown as spa%)

1ro*ile o* a9or advertising edius

MEDIUM AD$ANTAGES LIMITATIONS

Ne+s,a,ers F!e:i$i!it&K ti%e!inessK /oo" !oca!

%ar*et co#era/eK $roa" acceptanceK

Short !ifeK poor repro"ction

;a!it&K s%a!! pass a!on/

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27/54


hi/h $e!ie#a$i!it&) a"ience)

Television +o%$ines si/ht, son" an" %otionK

appea!in/ to the sensesK hi/h attentionK

hi/h reach)

0i/h a$so!te cost, hi/h c!tter,

f!eetin/ e:posre, !ess a"ience

se!ecti#it&

Dire!t ail A"ience se!ecti#it&, f!e:i$i!it&, no a"

co%petition within the sa%e %e"i%,

persona!i-ation)

Re!ati#e!& hi/h cost, jn* %ai!

i%a/e)

Radio .ass se, hi/h /eo/raphica! an"

"e%o/raphic se!ecti#it&K !ow cost)

A"io presentation on!&K !ower

attention than te!e#isionK non

stan"ar"i-e" rate strctreK

f!eetin/ e:posre)

Maga2ines 0i/h /eo/raphica! an" "e%o/raphic

se!ecti#it&K cre"i$i!it& an" presti/eK

hi/h ;a!it& repro"ction, !on/ !ifeK

/oo" pass8a!on/ rea"ership)

Lon/ a" prchase !ea" ti%eK

so%e waste circ!ationK no

/arantee of position)

Outdoor F!e:i$i!it&K hi/h repeat e:posreK !ow

costK !ow co%petition)

Li%ite" a"ience se!ecti#it&K

creati#e !i%itation)

;rou!'ers F!e:i$i!it&K f!! contro!K can "ra%ati-e

%essa/e)

O#erpro"ction co!" !ea" to rn

awa& costs)

NEWS1A1ER AD$ERTISING IN INDIA

Rea"in/ newspaper is a "ai!& practice of %an& peop!e in In"ia, an"

"e to this pop!arit& of newspaper in In"ia it is *nown to $e a

/oo" %e"i% of a"#ertisin/) The sccess of newspaper a"#ertisin/

in In"ia is "e to its wi"e reach an" #isi$i!it&) Thro/h a"#ertisin/

in newspapers, &o can tar/et the In"ian %ar*et on a wi"er sca!e as

we!! as /et in contact with a !ar/e /rop of peop!e) So, it wo!" not

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28/54


$e wron/ to sa& that thro/h newspaper a"#ertisin/ &o can a"#ertise &or pro"ct or

ser#ice at one shot a%on/ a !ar/e /rop of peop!e) Another $eneficia! factor of newspaper

a"#ertisin/ in In"ia is that it has "ifferent newspapers in "ifferent !an/a/es, an" in this

wa& &o can easi!& captre &or tar/et /rop an" a"#ertise accor"in/!& to %eet &or

$siness o$jecti#es) www)pitchonnet)co% offers &o a!! so/ht of infor%ation re/ar"in/

newspaper a"#ertisin/ in In"ia)

Newspaper a"#ertisin/ in In"ia has %an& "istincti#e a"#anta/es if co%pare" to other

%eans of a"#ertisin/ an" these a"#anta/es cannot $e i/nore") o nee" not ha#e to pa&

h/e a%ont of %one& for newspaper a"#ertisin/,the cost is #er& econo%ica!) A!so the

a"#ertise%ents can $e inserte" in an& pop!ar newspaper in jst 9= hors) .oreo#er it

he!ps in a $etter $ran" reca!! #a!e) A!%ost e#er& In"ian !i*es rea"in/ newspaper so as tore%ain p"ate" with !atest happenin/s in an" aron" the societ&, hence it is the $est wa&

to /et %a:i%% p$!icit&) 0ence, we can sa& that newspaper a"#ertisin/ sa#es ti%e,

%one& an" effort as co%pare" to other %o"es of a"#ertisin/) There are %an& newspapers

in In"ia that are "irect!& or in"irect!& associate" with a"#ertisin/ !i*e 0in"stan Ti%es,

Ti%es of In"ia, The States%an, The Bioneer an" so on)

Varios $siness %a/a-ines a#ai!a$!e in the %ar*et offer a!! necessar& infor%ation an"

p"ates a$ot the a"#ertisin/ wor!") These $siness %a/a-ines "o ha#e crrent statistics

an" %ar*et prices of newspaper a"#ertisin/) o can a!so search o#er the internet for

recent p"ates in the fie!" of newspaper a"#ertisin/) For %ore infor%ation, #isit

www)pitchonnet)co%an" *now %ore a$ot newspaper a"#ertisin/ in In"ia)

TELE$ISION AD$ERTISING

En/!ish8!an/a/e a"#ertisin/ in In"ia is a%on/ the %ost creati#e in the wor!") TV

a"#ertisin/ 6especia!!& in the 0in"i !an/a/e7 has %a"e %ajor hea"wa& in the past 1H

&ears, especia!!& with the a"#ent of sate!!ite TV) 0in"i TV channe!s 8 sch as EE an"

Son& TV 8 ha#e fashione" the%se!#es on !ines of 4estern channe!s, an" %ost a"#ertisin/

on sch channe!s is /!it-&, s%art an" tai!ore" for

the %i""!e c!asses) Sch channe!s ha#e force"

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the state8owne" channe!, Door"arshan, to a"" spice to their pro/ra%%es which, ear!ier,

were ;ite "ra$) The i%portance of the 0in"i8spea*in/ %ar*et 6which is a!so f!ent in

En/!ish7 is $orne ot fro% the fact that STAR TV, once an a!!8En/!ish channe!, is now

rich in 0in"i pro/ra%%es) E#en the 5ritish 5roa"castin/ +orporation is reporte"!&

to&in/ with the i"ea of airin/ 0in"i pro/ra%%es)

.ost %ajor internationa! a"#ertisin/ fir%s ha#e chosen !oca! In"ian partners for their

wor* in this %ar*et) .%$ai re%ains the centre of the a"#ertisin/ $siness in In"ia)

Te!e#ision a"#ertisin/ in In"ia is on a ro!!) Despite ta!*s of a s!ow"own in the econo%&,

the te!e#ision a"#ertisin/ witnesse" 9 /rowth "rin/ the 1st ha!f of 9HH co%pare" to

sa%e perio" in 9HH, accor"in/ to the A"e: report re!ease" $& TA. .e"ia Research)

4hi!e +e!!!ar Bhone Ser#ices? toppe" the cate/or& on TV "rin/ 3anar&83ne ?H,

aerate" soft "rin*s an" corporateM$ran" i%a/e se/%ents featre" secon" an" thir",

respecti#e!&)

?02L? an" ?Rec*itt 5enc*iser 6In"ia7 Lt"? %aintaine" their

respecti#e 1st an" 9n" ran* on TV "rin/ 1st ha!f of 9HH an"

9HH) In fact ei/ht of the top 1H a"#ertisers on te!e#ision in the

afore%entione" ;arter were cons%er pro"ct %a*ers

inc!"in/ Bepsico, +oca +o!a, Rec*itt 5enc*iser, IT+ an"

+o!/ate Ba!%o!i#e)

There are eno/h reasons for In"ian a"#ertisers to contine to

reach their tar/et a"ience thro/h te!e#ision) Se#enteen %i!!ion new #iewers /ot a""e"

to the TV #iewin/ ni#erse as per !atest IRS, showin/ a /rowth of =) .!ti8TV ho%es

in r$an ha#e a!so increase" $& 1 tochin/ a fi/re of < %i!!ion /i#in/ %ore scope to

in"i#i"a!s to #iew their preferre" content)

Tota! n%$er of channe!s as reporte" $& TA. is now ==9, p fro%


30/54


A!on/ with this increase in TV #iewin/ a"ience, ti%e spent on TV has a!so /one p) As

per TA. it has /one p $& ) This increase in ti%e spent is part!& "e to the fresh

content now a#ai!a$!e)

This positi#e tren" in #iewin/ $eha#ior see%e" to ha#e encora/e" the a"#ertisin/

fraternit&) Tota! n%$er of a"#ertisers on TV went $& = in 9HH8H) E:istin/

a"#ertisers ha#e a!so increase" in#est%ents on the %e"i%) Te!e#ision a"#ertisin/

re#ene, as a res!t, is esti%ate" to ha#e toche" aron" Rs ,=HH crore in F H8H with

an e:pecte" /rowth rate of 1


31/54


jst 9 percent of the HHH crore In"ian a"#ertisin/ %ar*et accor"in/ to an Arthr

An"erson(s sr#e&) G!o$a!!& "epen"in/ on each contr&, ra"io has a C to 19 of the

a"#ertisin/ ca*e) On the hi/her si"e are contries !i*e the 2nite" States with 1< ,

+ana"a with 19) an" Spain with )1) F. station e:ecti#es are not forthco%in/

on %!ti8p!atfor% strate/ies as &et) Gi#en that ra"io has penetrate" into 1HH %i!!ion

ho%es an" a F. set costs aron" Rs) CHM8 FI++I esti%ates F.(s share p fro% the

present 1)C percent to C in fi#e &ears) The& ha#e a!so forecaste" that re#enes fro%

ra"io a"#ertisin/ in In"ia wi!! $e Rs) Rs) 19HH crores $& 9HHC an" Re#ene of ra"io

ser#ices is e:pecte" to rise to Rs crore $& 9HH at a +AGR of


32/54


street8 frnitre 6$s8 stops, wa!!s etc)7, transit %e"ia sch as $ses, rai!wa&s an" %o$i!e8

#ans to new a!ternate %e"ia sch as %a!! *ios*s, $i!"in/ $oar"s etc) c!ear!& i!!stratin/

the %e"ia options that p!anners ha#e an" can choose fro% in OO0 "epen"in/ pon the

tar/et a"ience the& ha#e)

OO0 as esti%ate" $& B4+ is e:pecte" to $eco%e Rs 9,HHH cr in"str& $& 9H1H) Tho/h

the part of %e"ia8spen" in OO0 is on!& for now the in"str& has shown pro%isin/

/rowth) The in"str& strctre as for now is fra/%ente" an" !ess or/ani-e")

The re!e#ance of OO0 in !oca! a"#ertisin/ an" rra! a"#ertisin/ has s""en!& $ro/ht

OO0 to the attention of a!! $ran" %ar*eters) Inno#ati#eness, f!e:i$i!it&, i%pact an"

co#era/e that OO0 can achie#e are the feathers in cap of OO0 %e"ia o#er other non8

tra"itiona! %e"i%)

Ot"oor a"#ertisin/ wi!! /o "i/ita! in 9HH, after a

$oo% in the retai! an" infrastrctre !an"scape in

the contr& saw the $siness /row rapi"!& in 9HH)

5i!!$oar"s $eca%e a co%%on si/ht across %a!!s,

roa"s, $s stops an" airports !ast &ear) Now, the&

wi!! *eep pace with cons%ers on the %o#e)4hether cons%ers are tra#e!!in/ in n"er/ron"

%etro trains, catchin/ a f!i/ht, sippin/ coffee in a cafe or si%p!& shoppin/, $anners an"

hoar"in/s in sch p!aces that were once static wi!! wa!* an" ta!* with the%)

E:perts sa& /rowth in ot"oor %e"ia is a fnction of a $oo%in/ econo%& an" the

s$se;ent e:pansion in infrastrctre an" cons%ption) Accor"in/ to a joint st"& $&

a"it an" cons!tin/ fir% Ernst an" on/ an" in"str& !o$$& Fe"eration of In"ian

+ha%$ers of +o%%erce an" In"str&, the n%$er of %a!!s in the contr& wi!! /o p fro%

the e:istin/


33/54


too, wi!! pro#i"e an opportnit& to tar/et cons%ers on the %o#e) The /rowth in the

infrastrctre an" retai! sector is ;ite con"ci#e to /rowth of ot"oor a"#ertisin/)

MAGA3INE AD$ERTISING

4hen +on"e Nast !anche" its pre%i% !ifest&!e %a/a-ine ?Vo/e?

in In"ia, it carrie" a whoppin/ 1 pa/es of a"#ertise%ents of a

tota! =HH pa/es) Now, the p$!isher is preparin/ to !anch its

!:r& %en?s %a/a-ine G an" e:pects a si%i!ar rsh of

a"#ertisers in Asia?s thir"8!ar/est econo%&, where risin/ inco%es

an" /rowin/ !iterac& are $oostin/ rea"ership an" re#enes of

%a/a-ines an" newspapers)

Fro% specia!ist %a/a-ines on whis*&, /o!f an" parentin/, to re/iona!8!an/a/e

newspapers an" financia! "ai!ies, new tit!es are co%in/ thic*

an" fast in one of the few %ar*ets in the wor!" where

a"#ertisin/ an" rea"ership for print %e"ia are e:pan"in/) It?s

a fast /rowin/ econo%& an" with cons%ption so ro$st an"

with inco%es risin/, it?s a ferti!e /ron" for the print %e"ia

There is a!so a $o&anc& in print a"#ertisin/ that is

encora/in/ new !anches an" niche p$!ications in

partic!ar) Brint p$!ication a"#ertisin/ re#enes in In"ia

/enerate" = $i!!ion rpees 69)= $i!!ion7 in 9HH, or = percent of a!! of the contr&?s

%e"ia a"#ertisin/ re#enes)

Ne+ trends in advertising in India

SMS advertising


34/54


.o$i!e a"#ertisin/, a 1 $i!!ion in"str& /!o$a!!& with a three $i!!ion s$scri$er $ase, is

set to ta*e off in a $i/ wa& in In"ia too) Ser#ice pro#i"ers, %ar*et research fir%s an"

in"epen"ent co%panies, which jst focs on this %e"i%, are a!! seein/ #a!e in the

e:pan"in/ In"ian %o$i!e %ar*et, esti%ate" to $e CHH %i!!ion s$scri$ers $& 9H1H)

The %ar*et for %o$i!e a"#ertisin/, which is sti!! at its nascent sta/e, is esti%ate" to gro+

to Rs :


35/54


4ith the thrst on techno!o/&, a&$ase thro/h a too!, +ritica! Inci"ent Trac* 6+I Trac*7,

%a"e se of the #er& hi/h %o$i!e penetration in the contr&, an" the re!ati#e!& non8

intrsi#e natre of an S.S) It is a too! to con"ct on/oin/ contact a"it of the c!ient(s

ser#ices) Its chief a"#anta/e is the !ow cost an" the rea!8ti%e reportin/ featres, sai"

a&$ase "irector R Asho*)

E#en as co%panies cha!* ot "ifferent p!ans to effecti#e!& tap this %e"i%, %Gin/er, a

5an/a!ore$ase" start8p with specific focs on %o$i!e a"#ertisin/, was recent!& in news

for a "ifferent reason) Draper Fisher 3r#etson an" NEA In"o82S #entres joint!&

in#este" a$ot 9 %i!!ion in the co%pan&)

Gin/er rns a per%ission8$ase" %o$i!e a"#ertise%ent ser#ice, where$& %o$i!e sers are

pai" to recei#e a"s on their %o$i!e) The co%pan& pro#i"es %o$i!e a"s that are

csto%ise" accor"in/ to re/ion an" a/e /rop) A s$scri$er recei#in/ a"s thro/h

%Gin/er wi!! recei#e 9H paise per a", whi!e those who reco%%en" frien"s for the ser#ice

recei#e 1H paise per a"#ertise%ent)

Officia! sorces in %Gin/er sai" that a !ot of h&pe was %a"e a$ot the pa&%ent %o"e! in

the contr&, $t not a$ot the #a!e a""ition that co%e thro/h the %o$i!e a"s) The Do8

Not8+a!! re/istr&, intro"ce" recent!& wo!" he!p in $!oc*in/ nso!icite" a"s an" %a*e

wa& for a"s tai!or8%a"e for the cons%ers, the& a""e")

World +ide +e5

A"#ertisin/ on the 4or!" 4i"e 4e$ is a recent pheno%enon) Brices of 4e$8$ase"

a"#ertisin/ space are "epen"ent on the re!e#ance of the srron"in/ we$ content an"

the traffic that the we$site recei#es)


36/54


+on#entiona! printe" sa!es an" %ar*etin/ %ateria!s of a!! t&pes 6fro% newspapers an"

%a/a-ines, to $rochres an" $siness car"s7 are $eco%in/ o$so!ete as csto%ers !oo* to

the internet 6#ia phones, pc?s, !aptops, BDA?s an" in the ftre TV too7 for ;ic*, p8to8

the8%inte infor%ation a$ot pro"cts, ser#ices an" spp!iers of a!! sorts)

A"#ertisin/ %e"ia internet is %ore pro%isin/ than the con#entiona! %e"ia in the sense

that internet ser#es not on!& as a co%%nication channe! $t a!so a transaction an"

"istri$tion channe!) One can /et infor%ation an" %a*e prchases an" pa&%ents a!!

thro/h the net)

Internet has $eco%e the sin/!e stop for #arios prposes $ecase of its capacit& for

%!ti%e"ia content) It carries not on!& te:t an" /raphics $t a!so a"io an" #i"eo content)

This natre of the Internet is sita$!e for achie#in/ hi/h i%pact of an& a"#ertisin/)

A"#ertisers are sin/ inno#ati#e software too!s to p!ace their a"s

on the internet in %an& new inno#ati#e for%s !i*e ani%ate" pop ps, $anner a"s, sponsor

!o/os, interstitia!s, a"#ertoria!s,


37/54


In"ia?s a"#ertisin/ in"str& /enerates a$ot 9)9 $i!!ion "o!!ars anna!!&) Spen"in/ on

internet a"#ertisin/ was a$ot


38/54


that whi!e peop!e were aware of these socia! networ*in/ /rops an" app!ications the& ha"

!i%ite" %eans to access the%) 0owe#er in the !ast for &ears the socia! networ*in/

!an"scape has chan/e" ;ite a $it in In"ia) In a re!ati#e!& short perio" of ti%e certain

socia! networ*in/ sites !i*e Or*t an" Fropper appear to ha#e ta*en off, an" new ones

!i*e Lin*e"in an" Face$oo* are $e/innin/ to fin" traction a%on/ In"ian sers)

It is On!ine A"#ertisin/with a focs on socia! networ*in/ sites) This is a re!ati#e!&

i%%atre %ar*et, $t it has shown a !ot of pro%ise as a"#ertisers is a$!e to ta*e

a"#anta/e of the "e%o/raphic infor%ation the ser has pro#i"e" to the socia! networ*in/

site)

In7*il advertising

In8fi!% a"#ertisin/ se" to %ean a cop!e of pro"ct $i!!$oar"s p!ace" $ehin" the

hero?s car, Ti!! Taa! ca%e a!on/) That?s the fi!% that pt +o*e J an" pro"ct p!ace%ents

J fir%!& in the p!ot)

In8fi!% a"#ertisin/ has on!& /athere" %ore fans since) It?s not jst the co!as,

$ran"s !i*e 0ero 0on"a, 5r, an" Fair @ Lo#e!& ha#e /ot into the act) It has $eco%e a

we!!8tho/ht ot an" !e/iti%ate part of a $ran"?s %ar*etin/ p!an, an" as the fi!% in"str&

/ets %ore corporatise", it?s !i*e!& to /et %ore pop!ar)

This season?s /ot a $!oc*$ster hittin/ the screen, with a!! the atten"ant son/,

"ance an" scan"a!) aante stars A%ita$h 5achchan, Sanja& Dtt, Sni! Shett&, %ar

Gara#, Lc*& A!i an" .ahesh .anjre*ar J an" Th%s 2p) +o*e?s pai" Sanja& Gpta,

the fi!%?s pro"cer, to featre the co!a in so%e scenes J r%ors pt the fi/re at Rs =

crore, $t +oca8+o!a, as we!! as the pro"cer, sa& it isn?t so J an" it?s a!so airin/ pro%osfor the fi!% that incorporate the Th%s 2p $ran")

Leo Entertain%ent, the fi!% %ar*etin/ "i#ision of Leo 5rnett, is wor*in/ with 4hite

Feather Bro"ctions in their %ar*etin/ efforts)


39/54


Cele5rit( advertising

Recent!& a"#ertisers ha#e starte" porin/ crores of rpees e#er& &ear into ce!e$rit&a"#ertisin/)

Thin* of Sachin Ten"!*ar) 0e %eans Bepsi in soft "rin*s, 5oost in %a!te" $e#era/es,

.RF in t&res, Fiat Ba!io in cars, TVS Victor in two8whee!ers, +o!/ate Tota! in

toothpastes, 5ritannia in $iscits, Visa in cre"it car"s, Airte! in %o$i!e ser#ices an" 5an"8

ai")

Does it acta!!& he!p each of the $ran"s Does the cons%er thin* in cate/ories an" s!ot

$ran"s accor"in/!& or is it one $i/ %a-e of $ran"s an" sa!ienc& is "epen"ent on recenc&)

Interestin/!&, whi!e ce!e$rit& a"#ertisin/ is $i/, few a/encies acta!!& present ce!e$rit&

a"#ertisin/ as a so!tion to c!ient pro$!e%s)

4hen a #ia$!e e:citin/ so!tion is not present for co%%nicationM%ar*etin/ of a

partic!ar pro"ct, a c!ient !oo*s at a ce!e$rit& so!tion, so%eti%es, to fo!!ow

co%petition) 4hen attac*e" with a ce!e$rit&, a ;ic* response is to /et another one to

co%$at) The res!t is often, at $est, achie#in/ parit&)

There is no "o$t that ce!e$rit& a"#ertisin/ has its $enefits 88 the for s

ic* sa!ienc& It /ets ct thro/h $ecase of the star an" his attention /ettin/ #a!e)

Goo" !ass Nero!ac has ensre" hi/h sa!ienc& for its $ran" with the inc!sion of A%ita$h

5achchan in its a"#ertisin/)

ic* connect There nee"s to $e no insi/ht $t the co%%nication connects $ecase thestar connects) Sachin, Shah R*h an" their i!*?s ensre an eas& connect for Bepsi with the

&oth)

ic* shorthan" for $ran" #a!es The ri/ht star can acta!!& te!e/raph a $ran" %essa/e


40/54


fast withot e!a$orate stor& te!!in/) api! De# an" Sachin Ten"!*ar see% to ha#e "one

that sccessf!!& for 5oost in the ear!& ?Hs) An" he!pe" to "ifferentiate it in the %a!te"

$e#era/es %ar*et)

ic* %eans of $ran" "ifferentiation In a cate/or& where no $ran" is sin/ a ce!e$rit&,

the first that pic*s one p co!" se it to "ifferentiate itse!f in the %ar*et) 5oost "i" it in

the %a!te" $e#era/e cate/or&)

S,e!ialt( Advertising

Specia!t& A"#ertisin/ is a #er& co%%on!& se" a"#ertisin/ techni;e in which sef!

+o%pan& infor%ation is i%printe" on ite%s of "ai!& se) A +o%pan& M Or/anisation

!oo*in/ for %ass e:posre to their a"#ertisin/ %essa/e %a& choose Specia!t& a"#ertisin/

as part of their %ar*etin/ efforts) Depen"in/ on the a"#ertisin/ /oa!s, +o%panies %a&

choose to pt their na%e, !o/o, s!o/an, we$site r! or phone n%$er on si%p!e $t wi"e!&

se" ite%s)

Sch +sto%i-e" pro"cts an" other sef! %erchan"ise pro#e to $e perfect /i#e8a8wa&s

to present an" prospecti#e csto%ers, e%p!o&ees, staff, $siness partners, frien"s etc)

=H


41/54


.an& +o%panies a!so han" o#er these ite%s as so#enirs at conferences, tra"e fairs an"

se%inars)

The $est thin/ a$ot sin/ si%p!e artic!es of "ai!& se to carr& &or a"#ertisin/ M $ran"

%essa/e is that these pro"cts sta& with &or tar/et a"ience, re%in"in/ the% of &o

e#er& ti%e the& !oo* at it or se it)

A !ar/e n%$er of pro%otiona! pro"cts are a#ai!a$!e that can carr& &or a"#ertisin/

%essa/e to &or prospecti#e an" present csto%ers on a "ai!& $asis) These inc!"e 8

./s

Bens

+aps

Li/hters

.ose Ba"s

+!oc*s

B!a&in/ +ar"s

Note pa"s

T8shirts

Tote 5a/s

Letter Openers

=1


42/54


Decoration pieces

0ats

5oo*%ar*s

+a!en"ars

4atches

Stic*ers

an" other office pro"cts

Indian retail er!'andising

Since the intro"ction of the retai! store for%at, %erchants ha#e a!wa&s p!ace" !i*e ite%s

to/ether for ;ic* an" efficient ser#ice) In $oth f!!8ser#ice an" se!f8ser#ice stores,

csto%ers ha#e !i*e" to see the entire ran/e of a pro"ct $efore "eci"in/ on a prchase)

The csto%er fe!t the& were %a*in/ sre the& /ot the $est "ea! an" the f!! #a!e of a

pro"ct when the& shoppe" this wa&) This %etho" of %erchan"isin/ or or/ani-in/ a store

is ca!!e" +ate/or& .erchan"isin/) A!! ite%s are p!ace" to/ether on one ais!e or in one

section of the store to /et %a:i%% e:posre)

=9


43/54


In In"ia chan/es in the "e%o/raphic profi!e an" the %ajorit& of wo%en enterin/ the

wor*force ha#e a!tere" %ch %ore than jst the o$#ios) +ons%ers ha#e "rastica!!& !ess

ti%e to shop than $efore an" shoppin/ is seen !ess as a p!easre an" %ore as wor*, ths

shoppin/ ha$its ha#e chan/e" too)

E:a%p!e

A!! the %erchan"ise is "isp!a&e" in a !ifest&!e settin/ so csto%ers can i%a/ine how it

wo!" !oo* in their ho%es) .ost of these stores ha#e no separate sections for "ifferent

ite%s) Instea", the entire store is or/ani-e" an" "isp!a&e" !i*e a ho%e, with !i#in/ roo%

frnitre "isp!a&e" with accessories, $e"roo%s with the $e"s %a"e in assorte" !inens

co%p!ete with the ni/htstan"s an" s!eepin/ attire) This %etho" is ca!!e" Lifest&!e or

So!tions .erchan"isin/ as it pro#i"es so!tions to cons%ers)

T"E GOOD> ;AD> UGL# OF AD$ERTISING IN INDIA

A"#ertisin/ has %an& connotations, si%p!& pt it %eans notif&in/ or infor%in/ persons

of thin/s $& sin/ %ass %e"ia8e:terna! co%%nications) To attract the attention the p!ain

%essa/e is coche" in sch i%a/inati#e %o!"s that it $eco%es an art for% nee"in/

creati#e instincts of an artist to concepta!i-e the contents)

0owe#er, the hi/h!& focse" presentation of the %essa/e is a cost!& affair nee"in/

ana!&tica! thin*in/ a!on/ the pre8concei#e" theories of %ar*etin/a pro"ct) This %a*es

a"#ertisin/ a scientific en"ea#or withot jeopar"i-in/ its c!ai% to re%ain in the rea!% of

art)

=


44/54


Goo" cate/or&

The Goo" cate/or&, 6Rare7 of a"#ertise%ents has a!! the ;a!ities @ attri$tes) It con#e&s

the %essa/e in a si%p!e, strai/ht forwar", p!easant %anner to the aesthetic senses a!%ost

instant!& $t with a !astin/ effect) It !ea#es a s%i!e on the !ips of the #iewer who fa!!s in

!o#e with the $ran" a"#ertise" an" starts treatin/ it as a spre%e %o"e! to assess other

pro"cts of si%i!ar t&pe $efore chan/in/ his !o&a!t&)

E:a%p!es

%0 Fevi!ol>Bi"i!ite In"stries, O @ . %aster piece, a"#ertisin/ their a"hesi#es thro/h

si%p!e settin/s P

Scene 81 an o#ercrow"e" $s on a $%p& roa" with fe#ico! a"#ertise" on the $ac* of the

$s 8fe#ico! *a jo"h hai, 6tte/a7 chtte/a nahin

Scene 89 +atchin/ fish noncha!ant!& withot a fish tac*!e in co%parison to a seasone"

catcher who is not sccessf! in spite of his $est efforts

This hits the nai! on the hea" with p!easant srprise an" withot the $arrier of !an/a/e)

4e wo!" *now for a!! ti%es to co%e that fe#ico! is the $est a"hesi#e)

:0 The $est se of !an/a/e, precise @ h%oros with %ost appropriate co!!o;ia!

phrases @ interjections n"er scorin/ the core ;a!it&, #a!e of the pro"ct is seen in aseries of a"#ertise%ents fro% the !o!a !olasta$!e which are presente" @ perfor%e" to

perfection $& the fa%os cine star, Aa%ir *han)

First we !earn that Than"a .at!a$ +oca +o!a6 Generic Bositionin/8 Association of the

$ran" "irect!& with the Bro"ct cate/or&K co!" "rin*sUcoca co!a7)

Aa%ir the !oca! "a"a insti!!s this fact in the %in"s of the si%p!eton at the soft "rin*s

conter 6"ha$ha, *irana shop7) The fact is reinforce" $& the $co!ic ro%antic in a #i!!a/e

settin/, when he wins the heart of r$an $eaties $& his rra! hospita!it&K an inno#ati#e

sche%e to coo! the "rin* 8$ott!es in the we!! 6another association s$stitte water with

co*e7)

==
http://www.managementparadise.com/forums/http://www.managementparadise.com/forums/


45/54


The 5ihari "an"& $ea resces the "a%se!s $ein/ e:p!oite" $& the nscrp!os #en"or

an" etches in or %e%or& that the price of the than"a is re"ce" to R) C now) The point to

note in the thir" a"#ertise%ent of the series is the s$t!e approach 8 this ti%e it is

co%%on *now!e"/e that Than"a .at!a$ +oca +o!a, as we see when the /ir! as*s for a

than"a the #en"or is not f%$!in/ with an& other soft "rin* $ott!e as happene" in the first

a"#ertise%entK he ta*es ot the coca co!a on!& which is "o$t!ess!& the we!! esta$!ishe"

Than"a) It is the %aster!& no$trsi#e reinforce%ent of a fact for which ear!ier

a"#ertise%ents were e:c!si#e!& %a"e) 4e s%i!e a/ain @ a/ain seein/ these #er& we!!

pro"ce" a"#ertise%ents which are not on!& /oo" $t can $e !a$e!e" as a piece of art

create" for the %n"ane prpose of increasin/ the sa!es of soft "rin*s)

?00ow the #iewer is ta*en towar"s the terse %essa/e of the a"#ertise%ent thro/h

senti%enta! jorne& is $est "epicte" $& the sophisticate" cre"it car"8 Master !ard>

a"#ertise%ent where the fa%i!& photo of three /enerations /rope" to/ether is shown as

price!ess) The #iewer $eco%es senti%enta!!& in#o!#e" an" $efore heMshe rea!i-es that the

wor" price!ess is an&wa& associate" with spen"in/ %one& to $& @ ac;ire the "esire"

thin/s, the #oice te!!s hi%Mher that for e#er&thin/ e!se there is %aster car" 6LifeU

e%otionsMsenti%ents 6Brice!ess7W "esire to $& 6.aster+ar"77) In a sp!it secon" one is$ro/ht "own fro% the en"earin/!& nosta!/ic wor!" of senti%ents to the rea! wor!" where

nee"s can $e easi!& satisfie" $& si%i!ar!& en"earin/ @ spporti#e cre"it car") A hi/h!&

sophisticate" @ s$t!e wa& it is to soften p the prospecti#e ser $efore the han" sa!eK a

winner thro/h @ thro/h

@0 Kelivenatorrefri/erator with its nfor/etta$!e s!o/an,? the coo!est one? $& a ta!*in/

pen/in $eatif!!& hi/h!i/hts the coo!in/ ;a!it& of the +o%pan& pro"ct) The /ran"

father?s "entres starts chatterin/ whi!e i%%erse" in the water $ecase the "oor of the

*e!i#enator *ept $ehin" hi% is opene") The Sin/er?s throat is si%i!ar!& affecte" $& the

chi!! an" he is na$!e to sin/, the case a/ain is the opene" *e!i#enator) These sitations

which are ;ite co%%on "e to chi!! effects are the $est en"orse%ent for the ;a!it& of

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the coo!in/ %achineK the %essa/e co%es to s !o" @ c!ear that *e!i#enator is the coo!est

one)

5a" cate/or&The $a" a"#ertise%ent is one which is ninte!!i/i$!e !ac*in/ connection with the $ran"

a"#ertise", "istractin/, cr"e, hi/h!i/htin/ the ne/ati#e #a!es whi!e tr&in/ to e:p!oit the

sitation, "ishonest&, encora/e%ent to wron/ "an/eros practices @ ha$its a!so %a*e a

a"#ertise%ent $a")

E:a%p!es

%0Now we can across sch %eanin/!ess a"#ertise%ents as one fro% an app!e jice

6Srro/ate a"#ertise%ent for Aristo!rat +'is.e(7 pro#i"es %a*e $e!ief @ teasin/!&

inco%p!ete strip tease show whose sppose"!& fnn& ant8c!i%a: res!ts in the o$ser#er

/ettin/ his top na*e") ?tch $hi ho sa*ata hai 6an&thin/ can happen7 is the irre!e#ant

s!o/an which the #iewer of the a"#ertise%ent is so%ehow e:pecte" to connect with app!e

jice 64his*e&7 "rin*in/) It is a!so hi/h!& "isrespectf! towar"s the #iewer treatin/ hi%

to $e as %ch a %oronic as the %a!e %o"e! prota/onist of the a"#ertise%ent who sips the

app!e jice 64his*e&7 to /et e:cite")

:0 The a:e effect is sch that a!! the fe%a!es in the pro:i%it& of the %a!e ser $eco%e his

infatate" fo!!owers an" he !ea"s the% as the pro#er$ia! pie" piper "i" to rats) This ti%e

the fe%inine inte!!i/ence @ #irte ha#e $een cha!!en/e" $& a perf%e which "oes not /et

pro%ote" $& sch in"ecent @ hi/h!& e:a//erate" c!ai%s) It "oes not f!atter the %a!e taste

either that the %a!e wo!" rea!!& $e!ie#e that the a:e effect wo!" %a*e hi% so

irresisti$!e to the fe%a!e of the species)

?0 The Bepsi a"#ertise%ent showin/ the !itt!e %astero8 Sachin Ten"!*ar posin/ as a

person who has !ost his %e%or& $t s%art!& "ispatchin/ the other two cric*eters to

0ono!! is sense!ess to sa& the !east, it is "iffic!t to fin" ot how the who!e episo"e

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connects with the soft "rin* @ the $ran")It is sa" to see the fa#orite cric*eter %a*in/ a

foo! of hi%se!f to pro%ote a pro"ct which fai!s to ta*e off in the "%$ a"#ertise%ent)

@0 The Goa pan %asa!a a"#ertise%ent encora/es the arro/ant $eha#ior of the /roo%?s

fa%i!&) The /roo%s father shots at the $ri"e?s father re%onstratin/ hi% for the poor

hospita!it& @ threatens to /et p @

!ea#e $t for the ti%e!& inter#ention of the Goa Ban .asa!a spp!ier) E#er&thin/ /oes

we!! after the %asa!a is taste") The /roo%?s father $eha#ior re%aine" ptri" @chi!"ish

thro/hot @ was in #er& cheap taste In an& case the pan %asa!a is too pett& an offerin/

to p!ease sch a father of the /roo%K "owr& is the ne:t !o/ica! step o$#ios!&) The

A"#ertise%ent has nothin/ to "enonce sch %a!practices on the other han" it has

encora/e" sch enconters $efore the we""in/ sen"in/ shoc*wa#es a%on/ the $ri"e?s

fa%i!&)

Ugl( !ategor(

An /!& is one e:tre%e of the contin% which is "ownri/ht in"ecent, hrtin/ so%e

specific senti%ent tota!!& %is"irecte" @ "%$, at ti%es the #iewer is co%pe!!e" to as*

which partic!ar pro"ct was $ein/ a"#ertise") The $a" taste !eft $ehin" hrts the i%a/e

of the sponsors) One is apt to won"er wh& the censorship sho!" not $e i%pose" on TV

a"#ertise%ents a!so, in sch /!& a"#ertise%ents a "e!i$erate effort is %a"e to shoc* the

#iewers with tota!!& naccepta$!e i"eas or %etho"s not per%issi$!e in the In"ian socia!

fa$ric)

E:a%p!es

%0 Bass8 pass is projecte" as sch a %oth freshener that it co%pe!s the schoo! peon toin"!/e in %a!practice) 0e is pnishe" $& the teacher in front of the co%p!ainin/

chi!"ren) The teacher hi%se!f errs ha#in/ $een te%pte" $& the taste of Bass8pass) 0e is

ca/ht $& the fe%a!e co!!ea/e who threatens to report the %atter to the principa!) It a!!

happens $efore the chi!"ren) This is too %ch for the character @ $eha#ior of teachers)

4hat wi!! the chi!"ren !earn The entire settin/ is ra"ica!!& wron/ sen"in/ ne/ati#e

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si/na!s to i%pressiona$!e, &on/ %in"s) A %oth freshener sho!" not $e "epicte" as if it

were the pro#er$ia! app!e which te%pte" A"a% @ the para"ise was !ost) Let or teachers

not !ose their %ora!s for pett& thin/s, for /o"?s sa*e

:0 4h& sch an o$session with rine for a soft "rin* a"#ertise%ent is "iffic!t to

n"erstan") The shoc* "oes not en"ear the pro"ct to the #iewers who ten" to thin* of

rine whene#er the& see Sprite

65jha&ee sirf p&aas, 7) It is an /!& wa& to pro%ote a pro"ct) Ear!ier the sprite "rin*er

ta*es ot the "rin* can fro% the /!!et of the ti/er @ "rin*s it) +heeta $hi Beeta hai,

ta*es one nowhere) One %a& not $e inc!ine" to toch the soft "rin* can after seein/ the

a"#ertise%ent) It is a #er& /!& @ cr"e wa& to pro%ote a "rin*)

The "ifference in presentation of a Goo", 5a" @ 2/!& a"#ertise%ent is %ain!& owin/ to

the sponsor?s #iew point @ artists creati#e choices) 0owe#er, so%eone has to $e wastef!

a$ot what can $e shown in p$!ic @ what sho!" re%ain hi""en) .one& %a*in/ thro/h

naccepta$!e %eans %a& $e pre#ente" $& !aw $t awareness a$ot what is /oo" @ what

is not, is a!so i%portant to "iscora/e $a" practices) If i/norance of !aw is not e:cse",

i/norance a$ot /oo" @ $a" taste sho!" not $e e:cse") It %a& ha#e far %oresi/nificance for the $etter%ent of the societ&, @ its peop!e)

Et'i!s in advertising

A"#ertisin/ %st present the trth an" !i#e p to the trst of the societ&)It %st co%p!&

with !aws, re/!ations an" ethica! co"es, pa& respect to h%an ri/hts an" pro#i"e fair8

%in"e" e:pression)It %st not wor* a/ainst son" socia! or"er or /oo" csto%s of the

societ&)It %st estee% /race an" "i/nit& to contri$te to the esta$!ish%ent of son" an"hea!th& !ife of the peop!e)It %st pro#i"e infor%ation that pts pri%ar& e%phasis on the

$enefit of the cons%ers)It %st a!so contri$te to the opti%% so!tion of the c!ient?s

isses thro/h effecti#e an" efficient co%%nications)

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A"#ertisin/, in In"ia at !east, see%s to $e in"epen"ent of the pro"ct an" ser#ice ;a!it&)

A !ot of a"#ertisin/ to"a& in In"ia is creati#e, c!e#er an" c!tter8$rea*in/) Let s ta*e one

cate/or& that we are fa%i!iar with 8 %o$i!e ser#ices) The a"#ertisin/ in the cate/or& has

$een c!tter8$rea*in/ an" awar"8winnin/)

>4e a!! !i*e the 0tch a"#ertisin/ where the "o/ *eeps fo!!owin/ the !itt!e $o&

e#er&where) 4on"erf! a"#ertisin/ 5t is the co#era/e rea!!& an&where as /oo" as the

a"#ertisin/ %a*es it ot to $e

>The Airte! co%%ercia! with the /ran"son an" the /ran""a" p!a&in/ chess, whi!e one of

the% is on the train an" the other is at ho%e in his #i!!a/e, is another creati#e a" which in

no wa& represents the trth of the co#era/e)

> 4e ha#e a B&thon aron" a na*e" %a!e an" fe%a!e %o"e! an" X) ha#e to /ess thatit(s the shoe we ha#e to !oo* at

> 4e ha#e heroes "rin*in/ so"a of a %ajor $reweries co%pan& an"X) 0a#e to $e!ie#ehis B2N+0 is "e to the so"a

> +i/arette hoar"in/s are ra%pant otsi"e schoo!s an" co!!e/es an"X)we ha#e to $e!ie#eits jst the !ocation

A"#ertisin/, in In"ia at !east, see%s to $e in"epen"ent of the pro"ct an" ser#ice ;a!it&)

So we ha#e /reat a"s e:to!!in/ the ;a!it& e#en if the pro"ct has in"ifferent ;a!it&)

O$#ios!& one of these two parties has a con#enient #iew of ethics an" the person who

faces the conse;ences is the cons%er)

+ase st"ies on ethics of a"#ertisin/

+ASE 1

;rand8 1e,sodent Toot',aste

Company: Hindustan Lever Ltd.

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Advertising Agency: Ammirati Puris Lintas

Medium: Print

The a"#ertise%ent appeare" in the Sn"a& Ti%es Of In"ia)

The a" states 7 4hat "o &o ca!! 1HHH Bepso"ent *i"s with tooth aches A7 Liars)

The pro$!e% in this case is the wor" 'Liars() No +hi!" is rea"& to accept that he is a !iar

e#en if he is !&in/) It is wron/ to ca!! an& chi!" a !iar an" %ore so if he is sin/ an&

toothpaste) There is no toothpaste in the wor!" that /arantees a/ainst ca#ities, an" that

can pre#ent a toothache) 0ence the a" is fa!se an" %is!ea"in/

+ASE 9

;rand8 I5a(a BT'e Co,lete S'o,,ing E,erien!e

Company: Indishop Pvt. Ltd.

Advertising Agency: Lowe Lintas & Partners

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Medium: Print

This a"#ertise%ent appeare" in The Ti%es of In"ia) The a"#ertise%ent which has

$een, p$!ishe" has nothin/ to "o with the s$ject %atter of the a"#ertise%ent) The

pictre is of a #er& !ow /ra"e an" cheap natre) The a"#ertise%ent 6hea"!ine7 states,

Thin* This Is +heap) The reference to, A!phonso %an/oes at Rs)


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CONCLUSION

In to"a&(s In"ia which is fast %o#in/ @ "&na%ic, peop!e(s wants, nee" an"

"esires are chan/in/K it(s #er& i%portant to *now the% an" /i#e the% what the& want)

This is the %ain o$jecti#e of a"#ertisin/ where a" a/enc& p!a&s %ajor ro!e in %ar*et

research, %a*in/ of creati#e, !anchin/ it in the %ar*et, ta*in/ the fee"$ac* of cons%er

an" %a*in/ an& pro"ct fa%os an" accepta$!e a%on/ cons%ers) A" a/encies are

p!a&in/ an i%portant ro!e in shapin/ present an" ftre of not jst se!ecte" $ran" $t of

entire co%pan&)

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There is no one 88 sre8fire 88 $est wa& to a"#ertise &or pro"ct or ser#ice) It is

i%portant to e:p!ore the #arios a"#ertisin/ %e"ia an" se!ect those which wi!! %ost

effecti#e!& con#e& &or %essa/e to &or csto%ers in a cost8efficient %anner) A!wa&s

re%e%$er, a"#ertisin/ is an in#est%ent in the ftre of &or $siness)

;i5liogra,'( 4 We5liogra,(

Y = Bs 5siness @ .ar*etin/

Y Econo%ic Ti%es

Y www)%a/in"ia)co%

Y www)a"a/e)co%

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Y httpMMen)wi*ipe"ia)or/Mwi*i

Y www)aaain"ia)or/

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