Project

project

CHAPTER 1:
INDUSTRY PROFILE

1) INDUSTRY PROFILE:

The Indian advertising industry is talking business today. It has evolved from being a small-scale business to a full-fledged industry. It has emerged as one of the major industries and tertiary sectors and has broadened its horizons be it the creative aspect, the capital employed or the number of personnel involved. Indian advertising industry in very little time has carved a niche for itself and placed itself on the global map.
Indian advertising industry with an estimated value of Rs.23, 200-crore has made jaws drop and set eyeballs gazing with some astonishing pieces of work that it has given in the recent past. The creative minds that the Indian advertising industry incorporates have come up with some mind-boggling concepts and work that can be termed as masterpieces in the field of advertising. The Indian advertising industry is expected to grow 61% by 2010 (with advertising spend climbing to Rs. 36,731 crore)
Indian economy is on a boom and the market is on a continuous trail of expansion. With the market gaining grounds Indian advertising has every reason to celebrate. Businesses are looking up to advertising as a tool to cash in on lucrative business opportunities. Growth in business has lead to a consecutive boom in the advertising industry as well.
The Indian advertising today handles both national and international projects. This is primarily because of the reason that the industry offers a host of functions to its clients that include everything from start to finish that include client servicing, media planning, media buying, creative conceptualization, pre and post campaign analysis, market research, marketing, branding, and public relation services.
Keeping in mind the current pace at which the Indian advertising industry is moving the industry is expected to witness a major boom in the times ahead. If the experts are to be believed then the industry

Bibliography: Ang, S. H. and Low, Y. M. (2000), ‘Exploring the Dimensions of Ad Creativity’, Psychology & Marketing. Apter, M.J. (1982), ‘The experience of motivation: The theory of psychological reversals’, London and New York: Academic Press. Barsoux, J. (1993). ‘Funny Business: Humour, management and business culture’, London: Cassell. Beard, F. K., and Tarpenning, D. (2005), ‘Humorous advertising concepts and premises: Generation, execution and evaluation’, Journal of Advertising Education, 8(2), 17-32. Beard, F. K. (2005), ‘Successful humorous advertising campaigns: A case study. Southwestern Mass Communication Journal’, 20(1), 41-52. Beard, F. K. (2004). ‘Humor in advertising: A review of the research literature, 1993-2003’. In T C Melewar (Ed.), Belch, G Kothari, C. (2005), ‘Research Methodology: Methods & Techniques’, New Age Publishers, 2nd edition. Miles, M. and Huberman, A (1994), Qualitative Data Analysis – An Expanded Sourcebook, Sage, Newbury Park, CA. Parkhe, A. (1993) “Messy’ research, methodological predispositions and theory development in international joint ventures’, Academy of Management Review, Vol. 18 No. 2. Patton, M.Q. (1990), ‘Qualitative Evaluation and Research Methods’, Sage, Newbury Park, CA. Perry, C. (1998), Processes of a case study methodology for postgraduate research in marketing, European Journal of Marketing, MCB University Press, Vol. 32. Richards, L. (1993), “Writing a qualitative thesis or grant application” in Beattie, K. (Ed.), So Where’s Your Research Profile? A Resource Book for Academics, Union of Australian College Academics, South Melbourne, Australia. Riege, (2003) ‘Validity and reliability tests in case study research: a literature review with “hands-on” applications for each research phase’, Qualitative Market Research: An International Journal, vol. 6 Roman, K Shavelson (2002) ‘Scientific Research in Education: Committee on Scientific Principles for Education Research’, Research Council (U.S.). Center for Education, National Academics Press. Suls, J.M. (1972), ‘A two-stage model for the appreciation of jokes and cartoons: An information-processing analysis’, in ‘The Psychology of Humour’, J.H. Goldstein and P.E. McGhee, eds., New York: Academic Press. Till, B. D. and Black D. W. (2005), ‘Recall and Persuasion: Does Creative Advertising Matter?’, Journal of Advertising, 34:2. Tellis, G. (1988), ‘Competitive Strategies for Late Entry into a Market with a Dominant Brand’, Journal of Marketing Research, Vol. 25, No. 2, American Marketing Association. Venkatesh, M. (2008), ‘Sprite: All about being upfront’, Advertising and Brand Strategy, accessed on [16th spetember], available at Weinberger, M Weinberger, M and Gulas, C. (1992). "The Impact of Humor in Advertising: A Review," Journal of Advertising, 21(4). White, A. and Smith, B. L. (2001), ‘Assessing Advertising Creativity Using the Creative Product Semantic Scale’, Journal of Advertising Research, 41:6. Wyer, R and Collins, J. (1992), ‘A theory of humor elicitation’, Psychological review.    Yin, R.K Yin, R.K. (1994), Case Study Research – Design and Methods, Applied Social Research Methods Series Vol. 5, 2nd ed., Sage, Newbury Park, CA. Yin, R. (2003), ‘Case study research: Design and methods’, Sage Publications. Zhang, Y. (1996), ‘Response to Humorous Advertising: The Moderating Effect of Need for Cognition’, Journal of Advertising, 25(1).