advertising industry
Marketing Advertising Services in India – A study of JWT
Table of Contents
PART 1: STUDY OF ASSIGNED SERVICE BUSINESS
Introduction
With the growing economy, there has been a constant increase in the consumerist desires of the Indians . The advertising industry in India acts as a catalyst of these desires as the advertising in India was primarily confined to media like newspapers, television etc. The industry has evolved from small businesses to a whopping 300 billion worth industry. It is currently one of the major industries in the tertiary sector. Various businesses look up to advertising as a tool to cash on lucrative business opportunities. The industry has been experiencing a sea of change from use of billboards and hoardings to luring offers, exclusive gifts etc and advertising on social networking sites.
The Indian advertising industry has various factors to its growth advantage:
Huge pool of trained and creative personnel in the branding and media industry
Multiple cultural society which helps in understanding diversity of cultures
Growth of the animation software industry and better production standards in TV and print media
Increasing IT capabilities which enhance the web based communication with global clients
Key trends for growth
Digitization of film and TV distribution infrastructure
Digitization of distribution has brought more sustainable and profitable business models across media sectors. The digital technology is expected to drive the advertising sector’s growth by spurring on end user spending and transparency. Growth in new media
The rapid increase in the mobile and wireless connections continues to drive the growth of internet penetration in India. With better access, through cheaper and smarter devices, audiences are consuming more content and are getting increasingly engaged. Key beneficiaries are emerging new media segments which include internet advertising, online classifieds which are on a rapid
Table of Contents
PART 1: STUDY OF ASSIGNED SERVICE BUSINESS
Introduction
With the growing economy, there has been a constant increase in the consumerist desires of the Indians . The advertising industry in India acts as a catalyst of these desires as the advertising in India was primarily confined to media like newspapers, television etc. The industry has evolved from small businesses to a whopping 300 billion worth industry. It is currently one of the major industries in the tertiary sector. Various businesses look up to advertising as a tool to cash on lucrative business opportunities. The industry has been experiencing a sea of change from use of billboards and hoardings to luring offers, exclusive gifts etc and advertising on social networking sites.
The Indian advertising industry has various factors to its growth advantage:
Huge pool of trained and creative personnel in the branding and media industry
Multiple cultural society which helps in understanding diversity of cultures
Growth of the animation software industry and better production standards in TV and print media
Increasing IT capabilities which enhance the web based communication with global clients
Key trends for growth
Digitization of film and TV distribution infrastructure
Digitization of distribution has brought more sustainable and profitable business models across media sectors. The digital technology is expected to drive the advertising sector’s growth by spurring on end user spending and transparency. Growth in new media
The rapid increase in the mobile and wireless connections continues to drive the growth of internet penetration in India. With better access, through cheaper and smarter devices, audiences are consuming more content and are getting increasingly engaged. Key beneficiaries are emerging new media segments which include internet advertising, online classifieds which are on a rapid
References: http://www.kpmg.com/IN/en/Press%20Release/FICCI-KPMG%20Press%20Release.pdf http://www.indianmirror.com/indian-industries/2013/advertising-2013.html http://www.business-standard.com/article/companies/ad-agencies-hold-their-ground-in-slowdown-113091201264_1.html http://www.exchange4media.com/e4m/bottombarfiles/Indian-advertising-industry.asp http://economictimes.indiatimes.com/the-top-20-ad-agencies/articleshow/1551542.cms