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Published by: Amit Talreja on Sep 18, 2011
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More information from http://www.researchandmarkets.com/reports/221191/

Indian Advertising Industry: An Analysis
Description: This report starts with a historical overview of the Indian advertising industry and examines how advertising spend has undergone a change over the years. It looks at the trends and key drivers and their impact on the industry. A summary of the issues faced by the advertising industry has also been included. The report conducts a detailed external and internal study of the Indian advertising industry within the PEST and Porter frameworks. It also studies the competitive landscape including the top three agencies- JWT, O&M, and Lowe’s. Since the agencies are not listed and do not disclose their financial information, the report has alternatively covered a summary of their operations and competitive strategies. The report concludes with an outlook on the industry. The Indian advertising industry has been evolving at a fast pace over the past few years owing to the prolifieration of means of communication and the emergence of new distribution channels. In 2005, this industry experienced a growth of xx%. Currently India has a low advertising spend as compared to other economies. Creativity leakage is a major issue confronting the industry. However, the television advertising is expected to register high rates of growth, as India is expected to become Asias leading cable market by 2010.


1. Introduction 1.1 Industry Definition The Indian advertising industry comprises establishments that create and sell advertisements for media such as newspapers, periodicals, radio, and television. 1.2 Industry Segments Signs and Advertising Displays Advertising Agencies Outdoor Advertising Services Radio, Television, and Publishers Advertising Representatives Advertising Not Classified Elsewhere Direct Mail Advertising Services 2. Market Dynamics 2.1 Market Overview Indian advertising industry is being driven by rising consumerism and the entry of global brands. In 2005, the industry experienced a growth of 10%. 2.2 Trend Analysis Increasing Popularity of Online Advertising Shift towards a Fee-Based System Growth in Out-of-Home Advertising 2.3 Key Drivers Penetration of Delivery Platforms Rising Increased Broadband Access Mobile Advertising 2.4 Major Issues and Implications Competition for the Outsourcing Business Creativity Leakage 3. PEST Analysis

Competitive Landscape Ogilvy and Mather Lowe JWT 5.2 Competitive Strategies O&M Sets up Digital Media Network Firm Consolidates Out-of-Home Businesses Lowe Offers Brand Marketing Consulting .2 Economic Factors Opportunities from Rural Income Growth GDP Growth Fuelling Advertisement Spends 3.3 Intensity of Competition Concentrated Market with MNCs Leading the Industry Advertising Players Setting up Second Agencies Rush for Neighboring Markets 4.5 Threat of Substitute Products Direct Marketing 5.1 Competitive Positioning Presence in Cities across India Capitalize Billing Creative Successes Loss of Major Account Key People 5.1 Buyer Power Increased Bargaining Power of Buyers Big Accounts Rule Over Agencies 4.1 Political Factors Review of Advertising Code Ban on Surrogate Advertising Hitting Advertising Revenues CAS Implementation Altering Viewership Distribution Direct-To-Home Growth Spurring Niche Programming FM Radio Deregulation Increasing Media Penetration 3.4 Technological Factors Digital and Graphic Innovation in Outdoor Advertising Animation Industry Driving Creativity INSAT-4A Launch Internet Penetration Driving Online Advertising 4.3. Michael Porter’s Five Force Analysis 4.4 Threat of New Entrants Dominance of Top Agencies India Gaining Popularity as an Emerging Market 4.2 Supplier Power Shortage of Creative Talent Mushrooming TV Channels Advantageous for Agencies 4.3 Social Factors Tweens Emerge as Influential Consumer Non-Metro India Influencing Advertising Strategies 3.

Fevicol: Building Bonds Lowe India.5 4. DeBeers 5. Industry Outlook Indian advertising industry is forecast to grow at the rate of 12-15% in 2006. Ogilvy Worldwide Outsourcing Work to India Lowe India Wins LG Account. Axe: The Axe Effect JWT-Pepsi “Yeh Dil Maange More”.4 2.3. Guinness Centre. Dublin 8.Pepsodent. Lowe loses Liril to McCann JWT.1 5. .using the form below Order by Post . Castrol Lowe.3 2. Appendix 1: International Conferences and Annual Meetings Appendix 2: Industry Associations and Organizations List of Tables/Figures Figure Figure Figure Figure Figure Figure Table Table Table Table Table 2.http://www.3.1 Client Base O&M-Asian Paints.2 2.JWT Targets Airlines. Lux: Beauty Soap for Film Stars 5.2 Major Accounts O&M-Hutch: You and I. Close Up JWT-Pepsi.print the order form below and sent to Research and Markets.com/reports/221191/ Order by Fax . JWT loses Kentucky Fried Chicken 6. Financial Services and Telecom Repositions Fortune as a Full Service Agency 5. Taylors Lane.2 5.4 Key Developments O&M –O&M Launches Meridian.3 Operation Analysis 5.1 Trend in Gross Advertising Spend 1992-2006 Internet Users in India 2001-2005 Advertising Spend: Category-wise Break Up Cable TV Penetration Across Countries Number of brands advertised on TV 1994-2004 Advertising Share by Medium 2005 2.1 5.JWT bags Hero Honda Super Splendor. Ireland.Surf Excel: Stains are Good.1 4.3 Relative Advertising Spends for Various Countries 2004 Indias leading advertisers 2005 Competitive Positioning The Brand Equity Ad Agency Reckoner 2005 Client Base Ordering: Order Online .1 2.researchandmarkets.


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