Advertising in india assignment

At stake is `500 crores worth of business that the admen loathe having lost already. The Koreans may withdraw more accounts??? their cumulative adspend is close to `1, 500 crores??? leading to even bigger losses, and who knows others won’t follow suit? An ‘ in-house’ agency simply means placing your ads yourself. The company makes its own creatives and saves on the agency commission, usually 15%, when the ads are sold. During the 1960s and the 1970s, most big companies like the Tatas, Birlas, Crompton Greaves, among others, had their own in-house agencies, but they had to shut them eventually. The idea was to have control over creatives and save money that was spent on external agencies, but they could not sustain,” Josy Paul, chairman and national creative head of BBDO points out. Consumer electronics firm LG Electronics India, which has worked with several advertising agencies??? from Lowe Lintas to Rediffusion DY&R??? set up LGAds, an in-house agency, sometime ago. Since then, it has shifted its below-the-line activities alongwith product categories such as ACs, refrigerators, and washing machines to this creative-cum-strategy agency.

That amounts to a business of `150 cores approximately. Rajiv Singh, general manager of LGAds admits LG is the only client he services, but expects non-LG businesses to contribute 10-15% of their overall billing in the next one year. The agency’s total media spending is `500 crore, out of which around `250 crore is on account of advertising, which is billed to Rediffusion DY. Globally, LGAds is operational at different levels in various countries. They still retain DY as their global agency, with WPP Group. The arrangement also extends to India.

Most leading publications have their circulation audited by the Audit Bureau of Circulation which has an India-dedicated office in Mumbai (formerly Bombay). Leading business newspapers include Business Standard and?? Economic Times. Magazines include India Today, Business India , Business Today, and Business World. In addition to advertising, other kinds of trade promotion activities are also well-developed in India. A large of exhibitions are held all over India, the most prominent ones at Pragati Maidan in New Delhi. Direct marketing The mail service in India is slow though generally reliable.

Telephone service is poor, but rapidly improving. While private courier services are growing strongly and the telecommunications sector is opening up for a range of modern services, until goods can be ordered conveniently and delivered with certainty, direct marketing will be limited to door-to-door sales. An inefficient state-owned banking system also prevents prompt transfers of funds from consumers to retailers. Credit card companies are increasingly targeting India’s one million cardholders through directly-mailed offers of goods and services.

The main strength of Internet as an advertising medium is its ability to reach out to a vast audience at one go. Internet advertising is also not bound by limitations such as time and accessibility as one can surf the net at any time of the day making your advertisement available 24*7 unlike television ads to which the viewers can’t go back or the newspaper ads that go in the waste once they are read in the morning. So if you are looking for Internet advertising as an option then there should be no looking back for you. Be ready to climb the ladder of success with this highly beneficial medium. For any related information simply log onto