The Dominance of Advertising Agencies in Shaping Businesses. - By: manstone

Advertising agencies in India primarily focus on getting the best business for its clients via aggressive promotions, targeting the masses and classes alike. The economic turnover in the last decade has completely re-shaped the infrastructure and concept of advertising in India. Currently the complete industry is rumored to be valued at an approximate estimate of 15,000- crore, INR, which is a clear indication that the quality and quantity of work has both gone up. A gradual globalization process did creep in the style of functioning of the industry which ensured that it identified & catered successfully to rural, urban & global customers. The inception of various departments like creative media planning and Public Relation agencies under it’s functional division has helped the agencies too boost & successfully undertake campaigns of different genres. The bloom that the Indian market experienced in the last 7-8 years saw businessmen and corporate entities spend revenues for ads that touched new highs as advertising agencies in India continued their triumphant march towards creating new brands which later became household commodities. Modern day advertising consists of channeling the businesses under different mediums, which could either be offline or online. Full-service or media-advertising companies basically target the television audience by promoting the product through commercial advertisements. Getting a top celebrity or a famous personality to endorse a product guarantees the branding to be done. With the advent of the internet the concept of online advertising did arise and was considered to be the most successful in terms of reach. Paid Search marketing/ advertising is a much in demand feature in the current market, with advertisers spending on the most bid for keywords in order to establish their business supremacy online. Email Marketing and Ezine newsletters are good platforms to start of with. Another cost effective medium to reach out to the common people is the newspapers. Advertising through newspaper is an excellent offline advertising strategy to target your potential customers by advertising in the proper language and the paper, depending on the location it is circled through. Branding has assumed high importance in today’s times. Earlier if you had a household product only three or four were common. Currently every product whether domestic or commercial, will have branded names. With stiff neck competition it really becomes difficult for a consumer to opt for the correct goods. If its in the automobile sector you would have a Hyundai competing with a Maruti, if it is a domestic product you would have two major furniture suppliers going heck’ n neck with each other. It all depends on the kind of pre-product launch that you get. Even in the case of Entertainment, major Movie Production Companies reach put to advertising agencies in order to cash on the pre-release hype so that it gets a decent opening, and even later on if the project is declared to be a commercial failure the production unit regains the cost via the openings, video and audio sales. Whatever business is prevalent today, without proper marketing or advertising you are bound to find it tough to ensure its success.