Use of sales promotional
ad campaigns in print up 8 pc in 2009: AdEx Analysis
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Subject: Overview of
Sales Promotions usage in Print during 2009
(Note: The entire analysis is based on Insertions)
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| Highlights:
Print Advertising - Part 1
• 8% growth in usage of Sales Promotional
ad campaigns in Print during 2009 compared to
2008.
•‘Discount Promotion’
was the most preferred Sales Promotion ad campaign
in Print during 2009.
•‘Services’
was the top sector in usage of Sales Promotion
ad campaigns in Print during 2009.
•‘Independent Retailers’
category had the maximum share of total number
of Sales Promotional ads that appeared in Print
during 2009.
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Share
of Type of Advertisement used in Print |
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• ‘Sales Promotion’ ad campaigns accounted
for 15% share of total ads in Print during 2009.
• ‘Discount Promotion’ contributed the maximum
i.e. 31% share of overall Sales Promotion ad campaign used
in Print followed by ‘Multiple Promotion’ and
‘Add on Promotion’ with 26% and 23% share respectively
during 2009. |
Growth
in usage of Sales Promotional ad campaigns in Print |
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• Compared to 2008, 8% rise in number of Sales Promotional
ad campaigns that appeared in Print during 2009. |
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Sales
Promotion ad campaigns appeared on Newspapers and Magazines
in the ratio of 99:1 during 2009. |
| Zone
wise contribution of Sales Promotional ad campaigns in Print |
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• During 2009, Publications from South zone had the
maximum share i.e. 32% of total Sales Promotional ad campaigns
used in Print followed by ‘West Zone’ and ‘North
Zone’ publications with 30% and 27% share respectively.
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| Top
Sectors using Sales Promotional ad campaigns in Print |
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• ‘Services’ with 20% share leads in usage
of Sales Promotional ad campaigns in Print followed by ‘Retail’
and ‘Auto’ sector each with 15% share during 2009.
• Top 10 sectors accounted for 84% share of total number
of Sales Promotional ad campaigns used in Print during 2009.
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Top
Categories using Sales Promotion in Print |
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• ‘Independent Retailers’, ‘Hospital/Clinics’
and ‘Cars/Jeeps’ were the top 3 categories using
maximum of Sales Promotional ad campaigns in Print during
2009.
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Top
Advertisers using Sales Promotions in Print during 2009 and
its Rank in 2008 |
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• ‘Tata Motors Ltd’ and ‘Maruti
Suzuki Ltd’ maintained their top 2 position in the
top 10 list of advertisers using Sales Promotions in Print
during 2009 compared to 2008.
• ‘General Motors India Ltd’ and ‘Nokia
Corporation’ had moved up maximum places to be in
the top 10 list of advertisers using Sales Promotions in
Print during 2009 compared to 2008.
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| The
second part of 10 –year round-up of Print Media advertising
will include brief on Performance of Brands in Print, New Brands
of 2008… |
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