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Dr. Tejinderpal Singh Assistant Professor University Business School Panjab University Chandigarh tejinderubs@gmail.


Objectives of Todays Lecture

Recapturing the meaning of Marketing Recapturing the meaning of Marketing Mix Understanding the Meaning and importance of Advertising Brief look at History of Adverting in India Understanding the Domain of Integrated Marketing Communication Overview of Advertising industry in India Latest Trends in Advertising

Definition of Marketing (AMA)

1935 1985 2004 2007

Marketing is the performance of business activities that direct the flow of goods and services from producers to consumers

Marketing is the process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods and services to create exchanges that satisfy individual and organizational objectives

Marketing is an organizational function and a set of processes for creating, communicating, and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders

Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large

Marketing Mix

Product Price

People Procedure

Place Promotion
Physical Evidence

Refers to all activities concerned with informing target consumers about an organsatons offering, persuading them to buy it and reminding them about it from time to time. Marketing Communication

Why Marketing Communication ?





Tools of Marketing Communication

Kevin Lane Keller-2001

Cinema advertising: Rising from the ashes

Over the past three years, ad revenues have doubled for almost every major theatre chain in India, hitting a total of roughly Rs 250 crore in 2010-11. This is over a fifth of what advertisers spent on radio and a third of their online ad spends in the same period. At a 35-40 per cent rise year-on-year, cinema advertising is growing faster than online, radio or overall advertising growth, where the annual growth is about 11 per cent. National brands are now spending up to one per cent of their advertising budgets on multiplexes and singlescreen digital theatres



Below the Line

Economic Times June27,2012

60% of the company's marketing budget is going towards BTL activities, against 3540% three years ago. With increasing choices, the consumer has become more discerning," LK Gupta, vice president-marketing LG. Today, consumers have started saying, 'show me something real Homi Battiwalla, category director, PepsiCo India in the next five years, the split between BTL and ATL (above-the-line, or advertising) spends will be equal Atul S Nath,Managing director, Candid Marketing "The customer comes armed with his own research. So, conversion with demo and explanation has become an area of great focus." LK Gupta, vice president-marketing LG) "With rural consumers increasingly moving towards branded products, just leveraging mainstream media is not enough to connect with them," George Angelo, Executive director-sales, Dabur.

History of Advertising in India

18th centaury classified advertisng 1780 Bengal Gazette first time List of medicine imported 1905 B.Dattaram &co 1900s Saw setting of agencies but nor full fledge ad agencies 1934 Sista Advertising and Publicity services 1940 Lux and Horlicks was Indianised 1954 Advertising club Mumbai 1963- ITC Made for each other 1964 Lifebuoy : Tandurusti ki raksha 1967 Amul hoarding campaign

1967- Amul
Polka-dot skirted moppet1967
Guinness Book of World Records longest running outdoor campaign More about moppet at


First commercial Appeared on Vividh Bharti

Media boom National Readership Studies provided relevant data on consumers' reading habits Special magazines 2nd Asian Advertising Congress at New Delhi Lifestyle studies, Positioning Rural marketing First TVC in 1978

Asian Games 1982 Doordarsan - Color transmission First colour advertisement was form Bombay Dyeing 1983 celebrity endorsement Kapil Dev Palmolve the jawab Nahin

Let us look at few old TV commercials

Few more nostalgic ads

Surf Lifebuoy Pan Parag Action

Media Explosion: Cable Tv, Financial sector reforms MNCs Internet

2000 onwards
Internet explosion Mobile Phones DTH -2004 IPTV Social Networking Sties

The number of TV homes in India grew from 120 million in 2007 to 148 million in 2011. Cable reaches 94 million homes with 88 million analog connections and 6 million digital ones, while DTH has commanded 41 million subscribers.[3]

Top Ad Agencies in India

Ogilvy & Mather J Walter Thompson (JWT) Mudra Communication FCB Ulka Advertising Ltd Rediffusion DY & R RK Swamy BBDO Advertising Ltd Grey Worldwide (I) Pvt. Ltd Leo Burnett India Pvt. Ltd Contract Advertising India Ltd

Integrated Marketing Communication

IMC is a communication process that entails the planning, creation, integration and implementation of diverse form of marcom (Advertising, sales promotion, publicity releases, events etc.) that are delivered over time to a brands targeted customers and prospects. The goal of IMC is ultimately to influence or directly affect the behaviour of the target audience. IMC consider all touch points or sources of contact, that a customer/prospect has with the brand as potential delivery channels for messages and make use of all communications methods that are relevant to customers /prospects. IMC requires that all of brands communication media deliver a consistent message. The IMC process further necessitates that the customer is the starting point for determining the types of messages and media that will serve best to inform, persuade and induce action.