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Snapshot

Advertising has not only come to reflect pop culture but has also
become an important element of economic growth. Today, every
person connected with the Indian economy or public should be
fully aware what advertising really is and why effective
advertising campaigns can be performed by full-service
advertising agencies.

Advertising agency is one of the most important components of


advertising
industry. It has played a significant role in the development of
modern advertising.
The advertising agency has evolved to provide the specialized
knowledge, skills and
experience needed to produce effective advertising campaigns.

The Association of Advertising Agencies of America (AAAA) defines


advertising agency as “An independent business organization
composed of creative
and business people who develop, prepare and place advertising
media for sellers
The definition
A media marketplace
supports a many-to
many
interaction by
bringing together
content, tools, and
consumer activity
information. Tools
help develop
communities and
support creation,
sharing,
mixing, and remixing
of user-generated
or
professional content
across multiple
touch
points.
NATURE OF INDUSTRY
• Firms in the advertising industry prepare advertisements for other companies
and organizations and design campaigns to promote the interests and image of
their clients.
This industry also includes
media representatives—firms that sell advertising space for publications, radio,
television, and the Internet;
display advertisers— businesses engaged in creating and designing public
display for use in shopping malls, on billboards, or in similar media
direct mail advertisers.

• In an effort to attract and maintain clients, advertising agencies are diversifying


their services offering advertising as well as public relations, sales, marketing,
and interactive media services.
Process and type of media
agencies
Process Types of agencies
• Briefing • Full service
• Creation • Modular
• Production • In house
• Post production • Creative boutique
• Mega agencies
• Specialist agencies
SWOT analysis
STRENGTHS:
1. Media And Entertainment is one of the most booming sectors in India due to its vast
customer reach. The various segments of the Media And Entertainment industry like
television and film industry have a large customer base.
2. The growing middle class with higher disposable income has become the strength of
the Media And Entertainment industry.
3. Change in the lifestyle and spending patterns of the Indian masses on entertainment.
4. Technological innovations like online distribution channels, web-stores, multi- and
mega-plexes are complementing the ongoing revolution and the growth of the sector.
5. Indian film industry is second largest in the world and the largest in terms of the films
produced and tickets sold.
6. The low cost of production and high revenues ensure a good return on investment for
Indian Media And Entertainment industry.

WEAKNESSES:
1. The Media And Entertainment sector in India is highly fragmented.
2. Lack of cohesive production & distribution infrastructure, especially in the case of
music industry.
3. The lack of efforts for media penetration in lower socio-economic classes, where the
media penetration is low.
SWOT analysis cont.
• OPPORTUNITIES:
1. The concept of crossover movies, such as Bend It Like Beckham has
helped open up new doors to the crossover audience and offers immense
potential for development.
2. The increasing interest of the global investors in the sector.
3. The media penetration is poor among the poorer sections of the society,
offering opportunities for expansion in the area.
4. The nascent stage of the new distribution channels offers an opportunity
for development.
5. Rapid de-regulation in the Industry
6. Rise in the viewership and the advertising expenditure.
7. Technological innovations like animations, multiplexes, etc and new
distribution channels like mobiles and Internet have opened up the doors of
new opportunities in the sector.

THREATS:
1. Piracy, violation of intellectual property rights pose a major treat to the
Media And Entertainment companies.
2. Lack of quality content has emerged as a major concern because of the
'Quick- buck' route being followed in the industry.
3. With technological innovations taking place so rapidly, the media sector
is facing considerable uncertainty about success in the marketplace.
SCENARIO IN INDIA

• India's E and M industry is expected to grow at a compound annual growth rate (CAGR) of 10.5% between
2009-2013 compared to the global rate of 2.7% for the same period, projects a PwC report.

• While the Indian media industry would touch $18.58 billion by 2013, the global EandM market is expected
to grow 2.7% compounded annually over the five year forecast period to $1.6 trillion in 2013. After
registering a growth of around 16.6% compounded annually over the period 2004-08, growth in the Indian
media industry is set to decelerate to 8% in 2009.

• According to an Economic Times survey of 100 large private sector companies, the aggregate spending
on advertising by these companies grew by a huge 22.4 per cent last year over the previous year. More
than four-fifths of the sample companies have witnessed a rise in sales turnover in 2007-08 following
higher advertising spend.

• Growth rates will increase in 2010 to 10.4% as economic conditions are expected to improve. For the
remaining years of the forecast period, the industry will continue to grow at increasing rates, resulting in
the overall CAGR for the period 2009-13 of 10.5%.
Media market place
evolution
TRANSFORMATION OF
MEDIA INDUSTRY
Famous advertising agencies in world

 BBH (Bartle, Bogle & Hegarty)


 Crispin Porter + Bogusky
 Wieden + Kennedy
 JWT (formerly J. Walter. Thompson)
 Leo Burnett
 The Martin Agency
 N.W. Ayer & Son
 Ogilvy & Mather
 Saatchi and Saatchi
 TBWA\Chiat\Day
Most Recent facts & figures about ad agency

Source: The Economic Time, Brand Equity, December 27, 2006

Top 10 Ad agencies in India 10 most influential people


in advertising
Rank Name of agency No. Name
1 O&M 1 Piyush Pandey
2 McCann-Erickson 2 Prasoon Joshi
3 Lowe Lintas 3 Prahlad Kakar
• JWT 4 R Balakrishnan
5 Leo Burnett 5 Madhukar Kamath
6 Mudra 6 Sam Balsara
7 Grey Worldwide 7 John Goodman
8 FCB Ulka 8 Prasoon Pandey
9 Contract Advertising 9 Arvind Sharma
10 Rediffusion DYR 10 Arun Nanda
Ogilvy & Mather India

Founded in 1928, the first advertising agency in India

Over the years create some of India's most successful


brands like
Asian Paints
Cadbury
Fevicol
in recent times- Perfetti, Hutch, Close Up and many
more.
part of Ogilvy & Mather Worldwide, one of the largest
marketing communication networks in the world. The
network services more Fortune Global 500 companies in five
or more countries than any other agency
Their specialist skills include advertising, media
investment management, information, insight &
consultancy, public relations & public affairs,branding &
identity, healthcare, communications, direct, promotion &
relationshipmarketing and specialis communications.
Major Clients
· IDBI Mutual Fund (Mutual · Discovery Channel Inc
fund); (Discovery Channel - television
· SBI Mutual Fund(Mutual Fund); channel);
· TTK Textiles (Tantex/Textile); · ITC Ltd (corporate);
· J K Tyres (Tyres); · MIRC Electronics Ltd (Onida -
· Pantaloon Fashion India Ltd. television);
(Garments); · The Chase Manhattan Bank
· Levers, (corporate);
· Asian Paints, · Birla 3M Ltd (Scotch Brite -
· Cadbury, cleaning aid);
· Pidilite Industries Ltd. (Fevicol)· J M Morgan Stanley (J M Morgan
· Louis Philippe (corporate); Stanley - investment bank);
· UTI (MIP'97/Financial); · Hero Honda Motors Ltd (bikes);
· TVS Suzuki (corporate): · United Television (television
· Tata Telservices (corporate), media);
· Tata Communications Ltd · Castrol India Ltd (Castrol -
(corporate); lubricants);
· Hindustan Lever Ltd (Brooke · Hutchison Max Telecom Ltd
Bond, Lipton - tea and health); (Max Touch - cellular operator);
· TELCO (Tata Safari, Sierra,
Mudra communication limited
Company profile

· Mr.A G Krishnamurthy founded mudra communication on


25th march 1980
· Mr Krishnamurthy started mudra with one brand vimal
.today mudra has 125 client this multifold increase is
a testy many to his passion and zeal
It was started in 1980 mudra rose to become the 3rd
largest agency in the
country. In a short span of nine years.

Today the mudra group is one ofthe India s leading


marketing communication networks
In the present year mudra is poised to exceed a turnover
in excess of 15billion at
it continues to maintain it s aggressive growth rate.
Mudra is one of the management admired marketing communication
network in the country a highly rated agency both by client and
industry.

Mudra south won the agency of the year at the ad club cochin s pap
awards 2009 10.4.09

Achievements of the mudra communication ltd


*It was a mudra that first gave India double spread colors ads
*it was mudra that first sponsored commercial telecast of a major
sporting event with
the India and west Indies series of 1983
*it was mudra that first branded a public issue reliance khazana
*it was mudra that made Indias first teleflim Janam
*it was mudra that gave Doordarshan Rajani .The serial that heralde
a new consumer
awareness in India
*it was mudra that gave Indias its first academy for advertising .
THE Mudra Institute Of Communication(MICA)
*it is a mudra that gave India s advertising community its first
advertising archives
marketing and Advertising Gallery(MAG)
Clients and advertisements
Mudra
Mudra clients advertisements
• 1. Paras pharmaceuticals
• 2. Reliance communication
• Only vimal
• 3. Union bank of India • I love you rasna
• 4. Life Insurance
Cooperation of India • my daddy strongest
• 5. Godrej
• 6. The Philips • Humko binie mangta
• 7. Hindustan unilever ltd.
• 8. Pepsi
• The world in your
• 9. Jet air ways pocket
• 10. Reliance ADAG
• 11.Spice telecom
• 12.ICI points
• 13.Union bank of India
• 14.Amrutanjan
CONCLUSION
In today’s world which is fast moving & dynamic, people’s
wants, need and
desires are changing; it’s very important to know them and
give them what thewant.
This is the main objective of advertising where ad agency
plays major 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 just
selected brand but of entire company.

There is no one sure fire best way to advertise your product


or service. It
is important to explore the various advertising media and

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