ADVERTISING AGENCY OF INDIA ADVERTISING AGENCY IN INDIA The First World War created conditions for the growth of some of the Indian consumer industries. After the war, new British investment followed. The need arose for specialized advertising services. The British India Corporation, a British firm in Kanpur, with a relatively wide range of consumer goods, set up Alliance Advertising Associates Limited. This was probably the first advertising agency in India to provide a wide variety of services. In 1922, Mr. L.A. Stronach, a senior artist of Alliance Advertising, left to start his own agency in Bombay. Thus was born a new type of business enterprise in the service sector in India. The Indian advertising industry had a slow start and got its first boost during the Second World War. With the British personnel having to join the armed forces, opportunities opened up for Indians in this new talent-intensive business. Then followed a brief interlude of uncertainty in the years immediately following Independence. The launching of the First Five-Year Plan and more so the Second Five Year Plan, with the accent on rapid industrialization, gave an impetus to the growth of advertising agency business in India. By 1952 there were 109 advertising agencies in India with a total turnover of Rs 3.5 corer. By 1967, the number of advertising agencies had increased to 279 with a total turnover of Rs 35 corer. The Indian advertising industry has really come' into its own with the INSTITUTE OF MANAGEMENT SCIENCES, LUCKNOW 1
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ADVERTISING AGENCY OF INDIA
ADVERTISING AGENCY IN INDIA
The First World War created conditions for the growth of some of the Indian
consumer industries. After the war, new British investment followed. The
need arose for specialized advertising services. The British India Corporation,
a British firm in Kanpur, with a relatively wide range of consumer goods, set
up Alliance Advertising Associates Limited. This was probably the first
advertising agency in India to provide a wide variety of services. In 1922, Mr.
L.A. Stronach, a senior artist of Alliance Advertising, left to start his own
agency in Bombay. Thus was born a new type of business enterprise in the
service sector in India.
The Indian advertising industry had a slow start and got its first boost during
the Second World War. With the British personnel having to join the armed
forces, opportunities opened up for Indians in this new talent-intensive
business. Then followed a brief interlude of uncertainty in the years
immediately following Independence. The launching of the First Five-Year
Plan and more so the Second Five Year Plan, with the accent on rapid
industrialization, gave an impetus to the growth of advertising agency
business in India. By 1952 there were 109 advertising agencies in India with
a total turnover of Rs 3.5 corer. By 1967, the number of advertising agencies
had increased to 279 with a total turnover of Rs 35 corer. The Indian
advertising industry has really come' into its own with the growing
liberalization of the economy since the mid-eighties. According to the fourth
agency report of the journal Advertising and Marketing, the Indian
advertising industry grew by 36.5 per cent in 1992 -93, far outpacing the
growth of Indian industry. What is significant, however, is that three of the
top four advertising agencies in India continue to be subsidiaries of
international advertising agencies-Hindustan Thompson Associates and
Lintas India being the first two, and Ogilvy & Mather being the fourth. What
is more with the new interest of many national corporations in the Indian
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market, a large number of international advertising agencies have entered
the Indian advertising industry in collaboration with leading Indian
advertising agencies. This is the process of globalization of Indian advertising
agency business. This is opening up new opportunities for Indian advertising
to assume greater responsibility and serve everywhere in the world and
gather experience of global marketing and advertising.
Types of advertising agencies;
Following are major types of advertising agencies that are currently
serving the advertising industry
. Full Service Agencies
A full service ad agency is one that provides a range of marketing
services. A full services agency provides services that are directly related to
advertising such as copywriting, artwork, production of ads, media planning
etc. It also provides such services in respect of pricing, distribution,
packaging, product design etc
Modular agencies
A modular agency is a full service agency that sells its services on a
piece meal basis. Thus an advertiser may commission an agency’s creative
department to develop an ad campaign while obtaining other agency
services elsewhere. Or, an advertiser may hire an agencies media
department to plan and execute a program for advertising that another
agency has developed. Fees are charged for actual work undertaken.
In House agencies
Those companies, which prefer to have closer control over advertising,
have their own in-house agency. This type is owned completely by the
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advertiser. It performs almost all functions that an outside advertising
agency would perform and that’s why some people refer to it as full-service
advertising department of the advertiser. However, the difference between
an in-house agency and an advertising department is that the in-house
agency can undertake to serve several other clients, if the owner so desires,
but an advertising department solely undertakes that work of its owner and
not of outside clients. Secondly an advertising department may not be
equipped the personnel and facilities, which an in-advertising schedule and
costs, but also offers convenience for its owner, because it is just available in
the same building as that of the head office of advertiser.
Such in-house agency also benefits the owner as it can bring revenue
through agency commission that are offered by the media and by way of
fees that are collected from outside parties for undertaking their advertising
work. Such revenue increases the funds and profits of the company. There is
another version of in-house agency whereby advertiser handles the total
agency functions by buying service unit to buy time, space and place the
ads. Such an In-house agency is an administrative center (under the
direction of an advertising director) that gathers and directs varying outside
for its operation use agency would posses. In-house agency not only provides
control over
Creative Boutiques
These are shop agencies that provides only creative functions and not
full-service. The specialized creative functions include copy writing, artwork
and production of ads, they charge a fee or percentage of full service
agencies, and as such most of them convert into a full service agency or
merge with other agencies to provide a wide range of services.
Mega agencies
A significant of 1980’s is the development of mega agency. Agencies
worldwide merge with each other serve their clients in much better way. It
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was in 1986, Saachi & Saachi, a London based agency who started the
movement and at present it is the third largest agency network in the world.
The Specialists Agency
There are some agencies who undertake advertising work only in
certain areas. there are agencies that specialize only in financial services or
only in publicity or only in point-of-purchase material etc. for instance
Soubhagya advertising agency concentrate on specialized in financial
advertising.
The Benefits of Using an Advertising Agency
Added Expertise
Media Knowledge and Unbiased Advice
Easier Administration
Media Buying
Quality Control
Information
Fending off the media
And when things go wrong
Cost Saving
Time Saving
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DISADVANTAGES OF USING THE ADVERTISING AGENCIES
A main disadvantage of using an advertising agency would be the
communication factor. If an agency does not communicate or relay it's
clients goals and creative wishes properly problems can occur within a
contract and lawyers may have to become involved. Depending on the
communicative skill of the agency, you may be prone to being blindfolded
during much of the processes of your campaign leading to a lot of guessing
and speculation.
Another disadvantage would be the media buying discounts you may not be
able to take full advantage of due to commission barriers within an agency,
however an agency may have better negotiating powers than your company
and save you more money in the long run anyways. There are far more
advantages to having the right advertising agency than not.
The functions of an advertising agency:
To accelerate economic growth and create public awareness
To provide a total, professional, experienced service which is very
personal in its nature
To take the advertiser's message and convert it into an effective and
memorable communication
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The Working of Ad Agencies
To begin with, the agencies started as one-man agents who booked space in
the
Media. Even today, in our country, there are so many one-man agents who
book space in the media. Soon the space booking was handed over to the
contact-man, and creative wordsmiths adept at sloganising undertook the
actual construction of the ad. In the course of years, the ad agency became
service-oriented, and was able to offer every possible service including
marketing, market research (MR), and public relations (PR).
Ad agencies have evolved over a period of time. These days we have mostly
studio-based agencies, some industrial and specialized agencies, and hot-
shops who only plan creative campaign by engaging the services of
freelancers.
At Madison Avenue, most of these large agencies of the world fiercely
compete for new accounts, resulting in a shift of millions of dollars of billing
from one agency to another. Advertising Age is an official publication of the
American Association of Advertising Agencies (AAAA).
In India, advertising business is worth Rs. 8,000 corers. There were only 62
advertising agencies in 1958, which increased to 168 in 1978, more than 2.5
times the numbers in 1958. There are more than 500 ad agencies today. The
oldest and largest advertisement agency in India is Hindustan Thompson
Associates Ltd. The second largest advertisement agency is Lintas.
Mumbai is considered to be the Mecca of Indian advertising. These days
agencies are also being set up at Bangalore, Madras, Hyderabad,
Ahmedabad and Delhi. In India the ad agencies are sole proprietary concern,
partnership or private limited companies.
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It is better to operate agencies on professional lines, rather than as a family.
It is good to install MBO (Management By Objectives). An agency must
necessarily plough back at least 75 % of its profits into business.
The advertising agencies are shifting from the creative mode to the
marketing mode. Today the onus is on the agency to supply the client with
data on his industry; the days of the clients briefing the industry are almost
over. The agencies are expected to maintain database. There is a leaning
towards software for optimizing media usage, and computerization of studio
functions.
In India, the legal structure of ad agencies is that of a small proprietary
concern or a big partnership. Sometimes, they are private limited
companies, either big or small. Indian advertising is a fragmented business.
There are over 733 agencies accredited to INS. The top 25 account for 50%
of all billings. In addition, there are many accredited agencies.
It is the top 25 agencies, most of which are headquartered in Mumbai, that
set the pace and define the shape of the industry. Agencies like HTA, Lintas,
Clarion and O & M have shaped the entire advertising industry in the
country. Many Indians firms are coming up, by importing Western ad
techniques.
Many agencies die a premature death. Most people do not appreciate that an
agency –like any other business - must be properly managed. It is simply not
enough just to have great idea. In recent years, there has been a healthy
trend towards sound management practices, especially financial planning
and control.
This is a highly paid profession. It is a conspicuous high wage island. People
operate on high profile. Their life-styles are opulent because of high expense
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accounts 'of entertaining clients. They got their elitist brand due to this
reason. But high salaries and freedom are necessary to attract talents.
People working in an agency:
Accounts Executive: It is a key career option in advertising agency. He
is called an Account Director when he is a member of the Board. He is a link
between a client and his staff. The marketing or advertising department of
the client briefs him. He communicates this to the agency people.
He reaches out to different clients for seeking new business. Even clients
who want an agency' to work for them contact the accounts executive. This
business development work makes it virtually a marketing manager of the
agency.
Do right-brained people make better account directors?
The faculties of logic and reason are supposed to reside in the left-brained
people. While intuition and creativity are believed to be in the right. So far,
accounts director was considered suitable if logical and systematic, i.e., left-
brained. But if he has to motivate a team, he should be inspiring and
creative too, i.e., right-brained.
Copywriters: They are the wordsmiths who do the wording of an
advertisement. They are bright and talented. They have a flair for language.
They contribute to the theme of an advertisement. Creation of successful
copies for different clients establishes them in this field.
Visualisers: These are artists who put on paper what has been thought out
by the copywriter. They in fact design the ad.
Creative Director: He co-ordinates the copywriting and designing. He is a
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senior professional who is seasoned in an existing advertising agency set-up
to take on this mantle.
Production Department: Persons of diverse talents like printing
technology, DTP, photography, typography etc. are involved here.
Media Planner: He has to allocate the advertising budget amongst media.
He has to select the appropriate media. He decides about the frequency, size
and position of an advertisement. He decides about its publication date. He
receives the tear-off copies from the media when the ad is published. He is
guided by the media research, which he undertakes, or by research
undertaken by an outside agency. Media is the most professionalized
department of advertising agencies.
Marketing Research: Modern agencies are integrated set-ups. They
provide a range of marketing services. Research data become very useful as
input to the creative process.
The Media : Most of the media today sustain on advertising revenue. They
sell space or time. While selling space or time, they have to convince the
client about the reach of their media vehicle, the composition break-up of
their readers and the pricing of their space/time selling. They monitor the
market, survey their readers, and highlight their readers' demographic and
geographic characteristics. They also maintain relationship with the media
department of advertising agencies who buy space/time on behalf of clients.
Ancillary Services : These are needed to produce/create advertisement. A
whole range of services like studio service, photographic service, printing
service, gift item producers etc. fall into this category.
Freelancers : These are professionals who work independently and have a
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successful track record. They are copywriters, jingle singers, radio
announcers, artists, visualizers, technical writers etc.
Organization Structure of Advertising Department
All major advertisers maintain an advertising department. The structure of
the department however may vary from one organization to another, as
each one tries to develop a form, which is most suited to one's
requirements. The principal forms of organizational structure are based on
sub functions of advertising, such as copywriting or artworks
communication media
geographical spread
product and
End users.
Irrespective of the specific form, the advertising department has to perform
several functions. Principal among these are setting advertising goals, plans
and budget, selecting the outside ad agency, maintaining contacts, providing
support to the marketing staff and monitor the functioning of the ad agency.
Selecting the ad agency is one of the important tasks of the advertising
department. Several criteria, including experience, size, track record and the
quality of the personnel, are considered in the selection process.
As you know, there are different categories of advertisers. Depending upon
their functions, each organization develops its own structure, of which
advertising department is a part. What is important in this connection is to
analyze the functions an advertisement department is expected to perform.
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Organization is a Manufacturing Unit
Manufacturing firms carries out bulk of advertising. It is therefore, necessary
to understand the various principles on which the advertising department
can be organized in manufacturing units. The basic principles are:
(a) By Sub-functions of Advertising :Advertising as a function can be
segmented into its various components, such as, Copywriting, Art Production
and Media. A specialist who in turn reports to the advertising manager can
handle each component.
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Advertising Manager
Copywriting Manager Art Manager Production Manager Media Manager
(b) By Media
Advertising Manager
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