MAJOR PLAYERS IN ADVERTISING

ADVERTISING AGENCY
BRAND MANAGER
MEDIA
 The Advertiser
 The Advertising Agency
 The Media
 The Vendor
 The Audience
Advertising begins with advertiser , the
person or organization that initiates the
advertising process .
Advertisers decides the target audience,
media, advertising budget and length of
campaign.

The advertiser initiates the advertising efforts

by identifying a market problem that
advertising can solve.

Eg The story of VW Beetle affectionately

known as the Bug(the Doyle Dane Bernbach
advertising agency) .
 The Advertising Agency: - Advertisers hire agencies to plan and
implement their advertising efforts.

Agencies have expertise to create a campaign, have strategic and

creative expertise, media knowledge, workforce talent and the
ability to negotiate good deals for clients.
The In-House Agency
The companies that need closer control over there advertising have
there own in –house agencies .large retailers fore example –find that
doing there own ad provides cost saving as well as the ability to meet
dead lines.
Eg- lauren company
(Maker's Media is a full-service ad agency with a solid track record of providing results)

*
 An advertising agency or ad agency is a service business
dedicated to creating, planning and handling advertising (and
sometimes other forms of promotion) for its clients.
 An ad agency is independent from the client and provides an
outside point of view to the effort of selling the client's
products or services.
 An agency can also handle overall marketing and branding
strategies and sales promotions for its clients.
 Typical ad agency clients include businesses and corporations,
non-profit organizations and government agencies
 Agencies may be hired to produce an advertising campaign
 Well Known

Creativity

Sound Track Record

Account Executive

Accounts they handles

Personal Equation

Ability and presentation

Unique Considerations
Brand management is the application of marketing techniques to a
specific product, product line, or brand. It seeks to increase the
product's perceived value to the customer and there by increase
brand franchise and brand equity.

“Brand Managers" often carry line-management accountability for a

brand's P&L (Profit and Loss) profitability, in contrast to marketing
staff manager roles.

Brand Management is often viewed in organizations as a broader

and more strategic role than Marketing alone.
Analyze the market and its activity, including the
growth factors of the total market and various market
segments within it, and their performance relative to
the competition.
· Ensure that the brand platform is maintained and
that the brand stays true to its values and positioning.
Propose future brand strategy with particular regard
to positioning, extensions and others.
Manage the marketing mix-price, promotion,
packaging and others.
Measure the success of brand performance, assess
expenditure against volume, profit and other variable.
 PRINCIPLES
A good brand name should be

 be protected (or at least protectable) under trademark law.

 be easy to pronounce.
 be easy to remember.
 be easy to recognize.
 be easy to translate into all languages in the markets where the
brand will be used.
 attract attention.
 suggest product benefits (e.g.: Easy-Off) or suggest usage (note
the tradeoff with strong trademark protection.)
 suggest the company or product image.
 distinguish the product's positioning relative to the competition..
 stand out among a group of other brands.
Challenges faced by brand manager

Brand managers sometimes limit themselves to setting financial and

market performance objectives. They may not question strategic
objectives if they feel this is the responsibility of senior management.

 Most product level or brand managers limit themselves to setting

short-term objectives because their compensation packages are
designed to reward short-term behavior.

Often product level managers are not given enough information to

construct strategic objectives.

This is particularly true where compensation is based primarily on unit

performance. Managers tend to ignore inter-unit joint processes.
 The Vendors - free lancers, consultants and self-employed professionals.

•Provide a variety of services like copy writers, jingle writers,

photographers and market researchers etc.

•The advertiser may not have expertise in their area they may be
overloaded, or they may want a fresh perspective

Vendors are necessary because no agency can afford to have all the
facilities on permanent basis. Vendor services are often cheaper than
permanent in house facility.
The Target Audience –

•All the advertisement starts with the

identification of the customer or prospective
customer- the desired audience for the
advertising message.
The Character of the target audience have a
direct bearing on the overall advertising
strategy.

•Purchasers are not always the product

users.
•for example In case of baby products
parents purchases and kids use it
Eg Kellogg must actually have two target
audience for there product.
They design one ad for the kids target
audience and another for the parents target
audience
strongest pillar of justice or
not???
 The media brings
awareness to the people,
and that awareness
triggers thinking.

The channels of
communication that carry
the messages from
advertiser to the audience.
"If there is no news, let's
create some. Let's make it
an issue. People will be
forced to pay attention “
 Basic principles :

 Freedom to expression

 Right to comment on administration of

justice
 Agency alone responsible for payment to the
media.
 Agency does not allow any cut from the
commission received from the media to go the
client
 Media do not discriminate amongst the agencies
dealt with and follow a uniform policy for all the
agencies
 Media do not alter the adverting material
without the prior consent of the agency
 Media
When we think of “media”, we think of:
Message Transmitted To A Large Number of
People At The Same Time

INFORMATION
 Newspapers
Newspapers

Magazines
Magazines

Radio
Radio

Television
Television

Outdoor
Major
Major Types
Types Outdoor
of
of
Internet
Advertising
Advertising Internet
Media
Media
Other
OtherMedia
Media
These are still traditionally
categorized, from the media
buyer's viewpoint, on the basis
of class. Few types of press
medias are:
•National newspapers

•Regional newspapers

•Magazines
ADVANTAGES DISADVANTAGES

Inexpensive to produce Limited readership.

Easy to switch Out Poor printed image quality.
Cater to large no. Of No control over ad placement

people together.
ADVANTAGES DISADVANTAGES
access to a specific
customer base Ads can be
expensive
better quality images.
Limited data can be
help build your
brands. included. 
This is normally the most
expensive medium. It offers by
far the widest coverage,
particularly at peak hours
(roughly 7.00--10.30 p.m.) and
especially of family audiences.
it has the greatest impact
because of offering sight, sound,
movement and colours.
It generated Total Revenue of
Rs. 7,110 crores in yr 2009.
Radio may not be considered as
glamorous as TV.
Radio commercial has to do is to

get people to listen, surprise them

and arouse their curiosity.
Radio has grown at a scoring pace

over the past few years.

In the year 2007,it generated Rs.480

crores.
Informal language should be used

while creating radio ad.

ADVANTAGES DISADVANTAGES

•local coverage •audio only

•low cost •low attention

•approach to far-flung areas. •not attractive compared with

•flexible other new technology media

•opportunity for business.

 It is also known as Guerilla advertising.
 It is unconventional marketing communication
activities that are intended to get buzz on a limited
budget.
 The idea is to use creative ways to reach people where
they live, work, and walk to create a personal
connection and a high level of impact.
 E.g. Sony Ericsson Mobile communication Ltd. Hired
actors to create buzz about a new mobile phone that is
also a digital camera.
 The actors pretended to be tourists who wanted their
picture taken thus allowing consumers to try the
product.
ADVANTAGES DISADVANTAGES

1.Captive audience. 1.Not for long run.

2.Difficult in recalling.
2.cheaper than overt
 
advertisement or
sponsorships.

3.wider audience.

4.ideology of people.
Online advertising is a form
of promotion that uses the Internet
and World Wide Web for the
expressed purpose of
delivering marketing messages to
attract customers.

Eg-:contextual ads that appear on search engine results

pages, banner ads, Social network advertising, online classified
advertising and e-mail marketing, including e-mail spam..
ADVANTAGES DISADVANTAGES

Advertisers can customize their message Inability of strategic and

over the internet.
Database marketing helps the marketers
to make the customer feel that the ad is
particularly made for him.
creative experts to consistently
produce effective ads and to
measure their effectiveness.

It helps to understand the consumer

behavior. Too many ads make the
Cost of creating ads on websites are customers to ignore the page
comparatively cheap.

Small and big companies can compete

through this medium.
ADVANTAGES DISADVANTAGES

Its possible only if target

Inexpensive means of
audience’s have their bluetooth
sending and receiving enabled phones & that its
function is kept on.
information.
As more companies entering
Increase awareness about
this marketing opportunity,
new products and services.
customer gets cluttered by lots
Good impression on
of promotional messages
customers.
Green marketing- An idea
can change your life…
 Marketers buy out the entire saleable time, space or spots on TV channels, print, radio or even
Web for a certain period of time.
 Eg: Cadbury , Nokia, HUL, Airtel etc

 Road blocking is one of the strategy that calls for a very high investment which is almost 100 %
- 200% on the amount spent on a traditional advertisement.
ADVANTAGES DISADVANTAGES

•Generates high
•Short -term gains.
visibility and
immediate recognition •Tactical in approach
•Brand exposure
•Expensive
•Top of the mind recall
•Reach and connect.
It includes advertising inside moving vehicles, in
bus/trains, in-shop advertisements, road side wall
paintings, illuminated hoardings and electronic displays.
Out of home advertising accounts for around 10 % of
India’s total ad business and the rate of growth is 15 % per
year.
Eg- advertising of cigarettes, soft drinks and restaurants.
ADVANTAGES DISADVANTAGES

•Wide coverage of local •Non-selective

mkt.
•Short exposure time
•Geographical
flexibility. •Quick wear out

•Ability to create •Measurement

awareness problems
 Most effective solution to spread the message
regarding products and services.
 One can put his message in short and catchy
form on billboards to advertise his products
and services.
 These are reusable options which can be
creatively utilized during indoor and outdoor
events-trade shows ,road shows , presentations
expos etc.
ADVANTAGES DISADVANTAGE

•Cost saving and greater

market coverage. •Measurement problem.
•Catches attention and build
awareness.
•No possibility of an ad to be •Blind spot effect.
lost in a mix of market.
•Sales information are passed
on frequently.
•Help customers to find and
reach the location of your
business.
 THANK YOU