Advertising

Advertising
“The dissemination of information concerning an idea,
service or product to compel action in accordance with
the intent of the advertiser.

“Truth well told” – McCann-Erickson

Evolution –
[Volney Palmer (1841); Lord & Thomas (1898)]

ASP Module 1 1 of 10
Introduction to Advertising
 Advertiser
Consumer advertiser [P&G, HUL, Coca Cola]

Industrial advertiser [Infosys]

ASP Module 1 2 of 10
Introduction to Advertising
 Top global advertisers in 2007
by estimated expenditure
1.Procter & Gamble
2.Unilever
3.L’ Oreal
4.General Motors Corp.
5.Toyota Motor Corporation
6.Ford Motor Company
7.Johnson & Johnsom
8.Nestle
9.Coca Cola Company
10.Honda Motor Company

Source: Crain Communications Inc. & The Ad Age Group (Dec 8, 08)

ASP Module 1 3 of 10
Introduction to Advertising
 World ad spend by category (’07
data)

ASP Module 1 4 of 10
Introduction to Advertising
 India’s top 10 advertisers (’07 data)
HUL
Bharti Airtel
Procter & Gamble
Reckitt Benckiser
Pepsico
Paras Pharmaceuticals
Honda
Nokia
L’Oreal India
Source: http://www.adbrands.net/in/

ASP Module 1 5 of 10
Introduction to Advertising
 Advertising agency
Profile
• Creative Services
• Media buying
• Client servicing

ASP Module 1 6 of 10
Introduction to Advertising
 Others involved
Suppliers (art studios, printers, film
production houses, research companies)

Media (Print, TV, Radio, Internet, Outdoor,

In-store, Direct mail, Telephone, Mobile
phone)

ASP Module 1 7 of 10
Introduction to Advertising
 Top 10 Indian agencies (ranked on
creativity)
O&M
Mudra
McCann Erickson
JWT
Lowe Linta
Rediffusion DYR
Leo Burnett
Grey Worldwide
FCB-Ulka
Saatchi & Saatchi
Source: Brand Equity, ET 14 Nov 07

ASP Module 1 8 of 10
Introduction to Advertising
Top 10 Indian media agencies
Madison
Mindshare
Starcom
Carat
Zenith Optimedia
Maxus
The Media Edge
Initiative Media
Lodestar Universal
Mediacom
Source: Brand Equity, ET 14 Nov 07

ASP Module 1 9 of 10
Introduction to Advertising
 Top 10 ad production houses
Nirvana
Genesis
Corcoise
Ramesh Deo Productions
MAD
Apocalypso
Black Magic
Rajiv Menon Productions
Equinox
White light
Source: Brand Equity, ET 14 Nov 07

ASP Module 1 10 of 10
Introduction to Advertising