Cellphone services advertising in print drops
25 pc during Jan-May ’08 – AdEx Analysis
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Subject: Overview of Cellular Phone Services advertising
in Print (Jan-May 2008)
(Note: Entire analysis is based on Col * Cms) |
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Highlights:
• Print Advertising of Cellular Phone
Services decreased by 25% during Jan - May'08 compared
to Jan - May'07.
• 'Reliance Communication Ltd' was the top advertiser
of Cellular Phone Services in Print during Jan - May
'08.
• ‘Virgin Mobile' topped the list of new
Cellular Phone Service brands advertised in Print during
Jan-May'08.
• High share of advertising of
Cellular Phone Services in Non Metro Newspapers.
• Maximum usage of ‘Multiple
Promotion' and 'Add on Promotion' by the Cellular Phone
Service providers during Jan - May '08. |
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Share of Cellular Phone Services in Telecommunication Services
in Print ad pie
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• Cellular Phone Services accounted
for maximum advertising share of Telecommunication Services
ad pie in Print during Jan - May'08.
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Volume Growth of Cellular Phone Services in Print during Jan
- May '08
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Compared to Jan – May ’07, Print ad volumes of
Cellular Phone Services decreased by 25% during Jan –May
’08.
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Top Advertisers of Cellular Phone Services in Print during
Jan - May '08
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• ‘Reliance Communication
Ltd' leads with 29% share of Cellular Phone Services ad pie
in Print followed by 'BSNL' & 'Vodafone Essar Ltd' with
16% & 15% share respectively.
• Top 5 Advertisers share aggregates
to 84% of overall Cellular Phone Services advertising in Print
during Jan-May'08.
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Top New Cellular Phone Services advertised in Print during
Jan - May'08
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• During Jan - May '08, 'Virgin
Mobile ', 'Vodafone Music Station' and 'Reliance Mobile Jaadu
Pack' were the top 3 New Cellular Phone Services launched
in Print.
• The Top 10
list of New Cellular Phone Services comprised of 3 brand of
'Tata Teleservices' and 2 each of 'Vodafone Essar Ltd', 'BSNL'
and 'Reliance Communication Ltd'..
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Newspapers and Magazines were used for
Cellular Phone Services advertising in the ratio of 98:2.
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Advertising of Cellular Phone Services in Newspapers (Metro/Non
Metro/Mini Metro)
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• Non Metro' Newspapers accounted
for 64% share of overall advertising share of Cellular Phone
Services in Newspapers followed by 'Metro' dailies with 25%
during Jan -May '08.
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State wise Advertising of Cellular Phone Services in Print
during Jan –May ‘08
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In Print advertising of Cellular Phone Services, 'Maharashtra'
state had the max. share of 19% followed by ‘Andhra
Pradesh’ & Tamil Nadu with 11% and 9% share respectively
during Jan - May '08.
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Usage of Sales Promotional ad Campaign in Print during Jan
–May ‘08
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• Maximum ads of Cellular
Phone Services were for 'Brand Promotion' followed by 'Others'
and 'Sales Promotional Ad Campaigns' with 32% and 12% share
respectively during Jan - May '08.
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Among the Sales Promotional Ad campaigns, 'Multiple Promotion'
led with 30% share, closely followed by 'Add on Promotion'
with 29% share. Where at the third place was 'Contest Promotion'
with 21% share during Jan - May '08. |
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