Advertising In India

Posts Tagged ‘Advertising in India’

POP in advertising

Posted by advertisinginindia on January 15, 2010

I rememeber the first time we came across this acronym POP …the first thing that came to most of our minds was Plaster of Paris…until ofcourse we became students of advertising and got enlightened about Point of Purchase and its importance in the big ad mad world!

Point of Purchase (P.O.P) material is an extremely important and effective weapon for all the categories of companies whether in FMCG or in consumer durables or at the industrial or service products end as well as in the arena of pharmaceutical or OTC products.

Whether you market chocolates or soaps or cold drinks or you market refrigerators or home loans or financial services or bags or clothes or for that matter any branded item, P.O.P materials should be used well only then will it be effective. With so much competition today for any kind of product POP proves to be extremely useful because you are hitting the consumer (not literally) right there when she is actually at the point where she is going to make her purchase decision.

I would recommend for an effective ‘POP’ study the following steps should be followed.

There should be a set of clearly defined POP objectives.

The target audience must be clearly defined.

Define a time period for the utility of the POP.

The type of POP used

The POP should be monitored at 4 levels:-

a) Company level/ Brand Manager level: A choice has to be done about the type of POP, the size of POP. For example, a mistake could be done about the size of danglers, if long danglers are chosen, they usually tend to hit the customer’s head in a shop. While making a decision, ego should not come in the way and the brand Manager should personally go to the market to check the POPs.

b) At the Distributor level: In most cases if 100 posters were given to the Distributor, 30 were converted into writing pads.

c) At the Sales force level: The sales force should personally put up the POPs themselves.

d) At the Retailer level: The salesmen should help the retailer to clean up the semi-permanent and permanent POPs and put it up at the appropriate place.


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Advertising in India: History

Posted by advertisinginindia on March 28, 2009

jabakusumx The dawn of Indian Advertising marked its beginning when hawkers called out their wares right from the days when cities and markets first began. It was then that the signages, the trademarks, the press ads and the likes evolved.

Concrete advertising history began with classified advertising. Ads started appearing for the first time in print in Hickey’s Bengal Gazette which was India’s first newspaper. Studios mark the beginning of advertising created in India as opposed to being imported from England. Studios were set up for bold type, ornate fonts, fancier, larger ads. Newspaper studios trained the first generation of visualizers and illustrators

Major advertisers during that time were retailers like Spencer’s, Army & Navy and Whiteaway and Laidlaw. Retailers’ catalogues that were used as marketing promotions provided early example. Patent medicines: The first brand as we know them today was a category of advertisers. Horlicks becomes the first ‘malted milk’ to be patented in1883.

B Dattaram and Co. claims to be the oldest existing Indian agency in Mumbai which was started in 1902. Later, Indian ad agencies were slowly established and they started entering foreign owned ad agencies. Ogilvy and Mater and Hindustan Thompson Associate agencies were formed in the early 1920s. In 1939, Lever’s advertising department launched Dalda – the first major example of a brand and a marketing campaign specifically developed for India. In the 1950s, various advertising associations were set up to safeguard the interests of various advertisers in the industry. In 1967, the first commercial was aired on Vividh Bharati and later in 1978; the first television commercial was seen. Various companies now started advertising on television and sponsoring various shows including Humlog and Yeh Jo Hai Zindagi.

In 1986, Mudra Communications created India’s first folk-history TV serial Buniyaad which was aired on Doordarshan; it became the first of the mega soaps in the country. Later in 1991, First India-targetted satellite channel, Zee TV started its broadcast. 1995 saw a great boom in media boom with the growth of cable and satellite and increase of titles in the print medium. This decade also saw the growth of public relations and events and other new promotions that various companies and ad agencies introduced. Advertising specific websites were born, one of them being agencyfaqs now known as afaqs.

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