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ADVERTISING
INDUSTRY
 Definition
 "Advertising is the nonpersonal communication of
information usually paid for and usually persuasive in
nature about products, services or ideas by identified
sponsors through the various media.
 Function
STIMULATES DEMAND 
STRENGTHENS OTHER PROMOTION MIX
ELEMENTS 
DEVELOPS BRAND PREFERENCE 
CUTS COSTS –
LOWERS PRICES 
COMPETITIVE WEAPON 
 Types of Advertising Medium
Electronic Advertising -Radio, T.V. and Internet
Print Advertising - Newspaper, Magazines,
Outdoor Advertising - Hoardings, billboards,
Types of advertising
Surrogate Advertising
poof Advertising
Emotional Advertising
Financial Advertising
Gorilla Advertising
In store Advertising
 History of world advertising
The first advertisement ( 1472)
It was a handbook
It was printed in English
It was an announcement of
a prayer book for sale
The first newspaper ad appeared in the 17th century
offering a reward for finding 12 stolen horses

 The first advertising agency, Volney B. Palmer, was

opened in Philadelphia in 1841.

 The oldest American advertising agency is J.Walter

Thompson
Entry of other medium
17 th century,classified ads were appearing frequently
in England’s newsweeklies.
Illustrations and color appeared in advertisements in
the late 19th century
Radio became a commercial medium in the 1920s.
T.V. become a mass commercial medium in the year
1950
HISTORY OF INDIAN ADVERTISING
1800-Classified advertising
Ads appear for the first time in print in Hickey's Bengal
Gazette (India's first newspaper (weekly))
1905-B Dattaram & Co claims to be the oldest existing
Indian agency in Girgaum in Bombay
1920- Enter the first foreign owned ad agencies in (JWT)
1970 Concept of commercial programming accepted by All
India Radio 
1976 - Commercial Television initiated
Bombay Dyeing becomes the first colour TV ad
1990  Marks the beginning of new medium Internet 
Advertising Agency
An advertising agency is an independent organization
set up to render specialized services in advertising
particular and marketing in general
 Creates ad films /designs the print ads
 Prepare slogans, brochure and logos
 Also issues press releases for upcoming programs,
events, as well as products
 Chooses the best media available
Major ad agencies of india
 
1. Ogilvy & Mather
2.   JWT
3.  Mudra Communication Pvt.Ltd.
4.  FCB Ulka Advertising Ltd
5.  Rediffusion DY & R
6.  McCann Erickson India Ltd
7. RK Swamy BBDO Advertising Ltd
8.  Grey Worldwide Pvt. Ltd
9.  Leo Burnett India Pvt. Ltd
10.  Contract Advertising India
ESTABLISHMENT
AD. YEAR OF FOUNDER PARENT
ESTABLISHMENT GROUP/
AGENCIES (WORLD/INDIA) BASE
S
O&M 1948/1979 David Ogilvy WPP

JWT 1864/1920 Waltor WPP

thompson
MUDRA 1980 AG Mudra Group
COMMUNICA Krishnamur
TION thy
FCB ULKA 1873/1961 Bal The Inter
ADVERTISING Mundkar Public Group

REDIFFUSION 1973 Arun Nanda Mumbai

DY&R based
and Ajit
Balkrishnan
PRESENT HEADS
Ogilvy & Mather Mr. Piyush Pandey
JWT Mr.ColvyHarris
Mudra Communication Mr.MadhukarKamath
  (CEO)
FCB Ulka Advertising Ltd   Mr. Anil Kapoor
  (MD&CEO)
Rediffusion DY & R Mr. Mahesh Chauhan
(President)
Status of major players
AD. CLIENTS EMPLOYEE SERVICES COUNTRIES
STRENGTH
AGENCIES
O&M 300 800 Advertising, Direct
Marketing, Public
125
Relations and
Activation.

JWT 1200 10000 MR marketing

planning
200 offices in
90 countries
communications

MUDRA 125 5001 Advertising and Indian market

COMMUNICA marketing
TION
FCB ULKA 900 9500 Advertising 188 offices in
ADVERTISING 102 countries.
REDIFFUSION 200 101-250 Advertising/Event Indian market
DY&R Mgmt/ PR/MR 
SUCCESS OF ADVERTISING
AGENCIES
 O&M
AWARDS WON
The Grand Effie Gold (campaign of the year)award
for service on Hutch,
Gold Effie award for corporate advertising for the
Cadbury Crisis Management.
 O&M bagged 3 Bronze Lions at the Cannes Festival
2004 for 2 Public Health & Safety campaigns for Hutch
and 1 for Concern India foundation
O&M Mumbai was ranked 8th hottest shop in Asia
by Campaign Brief Asia in 2002. Every business unit
MAJOR CLIENTS
Hutch (Vodafone)
Cadbury,
Allen solly
Asian Paints
Fevicol and
TATA Docomo
JWT
AWARDS WON
The Grand Prix in the Direct category at the 2008
Cannes Lions International Advertising Festival for
“Lead India,” a campaign developed for The Times of
India.
Midas Award
MAJOR CLIENTS

HSBC
Johnson & Johnson
Kellogg’s
Microsoft
Nestle
Nokia
Rolex
Royal Dutch Shell
Unilever
U.S. Marine Corps
 Ford
MUDRA COMMUNICATION
AWARDS WON
International Awards -230
( Cannes , D&AD, Clio, One Show , Ad Fest,
Communication Arts, New York Festival )

National Awards -825
(Abby,CAG, Emvies, Ad Club , PMAA, AAAI, OAC
Awards, Showcase of India)
 
Agency of the year for the eighth time
MAJOR CLIENTS
Neutrogena,
HBO,
Philips,
Reliance Net Connect,
Big Bazaar ,and
Mary Kay
 FCB ULKA ADVERTISING AGENCY

MAJOR CLIENTS
• Pfizer
• Kraft Foods
• Merck
• Brown Forman
• Kmart
• Dockers
• Haier
• Fisher Prize
 REDIFFUSION DY &R

MAJOR CLIENTS
• Cannon
• BPL Refrigerator
• LG Electronics
DISTRIBUTION OF AD AGENCIES IN
INDIA
No. of advertising agencies
Mumbai
Chennai
544 Delhi
Kolkatta
1228 Ahemdaba
383 d
Chandigarh
Pune
375 Jaipur
Bangalore
91 Indore
97 134 146
111 112 others
137
News
JWT India has launched a specialist unit ‘JWT
Surround’ to provide integrated marketing services to
its clients.
 Rediffusion DY&R is setting up a dedicated cell (150
crore)which will only cater the communication needs
of their new client-LG
Airtel, one of the largest telecom players in India, is on
the brink of ending its 15-year-long relationship with
creative agency, Rediffusion – Y&R and has plans to
hire way to JWT India
News
Ogilvy & Mather India (O&M) is planning to set up a
dedicated design cell to cater to the specific needs of
its retail clients
Contract Advertising is planning to float a separate
company to offer ‘field marketing’ solutions to its
clients.
OPPURTUNITIES IN ADVERTISING
INDUSTRY
Advertising Agencies generally prefer those
individuals who have a creative bend of mind, can
think independently but work well in teams.
DEPARTMENTS
Creative Department Jobs  brainstorming, planning
and combining ideas to create the actual
advertisements.
 Creative Director
Copywriter / Junior Copywriter : transforming ideas
into words, writing the body copy for advertisements e
Art Director:takes designing and converting ideas into
awe-inspiring visuals within an ad - from ad layouts, to
storyboarding and compilations. 
Business / Client Servicing / Account Services - This
department plays a major role in generating business and
handling various accounts of Advertising Agencies.
Account Manager :link between the client and the
advertising agency.
Research & Media Planning Department best
combination of media tools for broadcasting the
advertisements.
Media Planner : selects an optimum mix of media vehicles
that will provide maximum visibility to the ads resulting in
maximizing sales of the client's products..
Researcher
THANK YOU