Latest Newsletter from AdEx India, a division of TAM Media
Research
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| Snapshot
of Sales Promotion used in Print advertising during Jan-Sept’07
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Highlights:
• Sales promotion ads had 18% share of advertising
volumes on Print during Jan-Sept '07.
• Price Promotion and Multiple Promotion together contributed
52% share of total Sales Promotion ad pie on Print.
• 38% share of Sales Promotion in South Zone Publications.
• ‘Independent Retailers’
used maximum of the Sales Promotional ad campaign.
• Sales Promotion ad campaign was utilized maximum by
Maruti Suzuki Ltd, who was the number one advertiser.
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(Note:
The entire analysis is based on Column Centimeters)
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The
following Table explains the types of Sales Promotions used: |
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Share
of Various Promotional ads used on Print during Jan-Sept '07:
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During Jan-Sept '07, 70% of advertising volumes was accounted
by ‘Brand Promotion’ ad campaign, whereas only
18% of ad volumes were of ‘Sales Promotion’.
• Compared to Jan-Sept '06 there was a growth of 9%
in advertising volumes of ‘Brand Promotion’ on
Print during Jan-Sept '07.
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Volume
Growth in Sales Promotions during Jan-Sept '07.
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•
Sales promotion ad volumes were distributed on Newspapers and
Magazines in the ratio 99:1 during Jan-Sept’07.
• Magazines saw 34% growth in advertising volumes of Sales
Promotional ads, whereas on Newspapers it grew by 27% during
Jan-Sept '07 as compared to Jan-Sept '06. |
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Seasonality in Sales Promotion ads on Print
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•
Independent Retailers, Cars/Jeeps and Cellular Phones contributed
maximum volumes towards the share of Sales Promotional ads
on Print during Q3 2007.
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Where Pantaloons Retail India Ltd (under
the Independent Retailers), Maruti Suzuki Ltd (Cars/Jeeps)
and Nokia Corporation (Cellular Phone) were
the top advertisers during Q3 2007.
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| Share
of various Sales Promotions on Print during Jan-Sept '07
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• Nokia
Corporation was the top advertiser using maximum
of ‘Price Promotion’, Maruti Suzuki Ltd
led in using ‘Multiple Promotion’ and Planman
Consultant India Ltd focused on ‘Add-on Promotion.
• Among all the types of ‘Sales
Promotion’ only 4 recorded maximum growth, during Jan-Sept’07
over Jan-Sept ’06, in their ads volume namely Multiple,
Price, Combination and Add on Promotion.
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Share
of Zone in Sales Promotion ads on Print during Jan-Sept '07
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‘Multiple Promotion’
and ‘Contest Promotion’ led in South and National
Zone Publications.
• Whereas ‘Price Promotion’ was preferred
more in West, North and East Zone Publications.
• As compared to Jan-Sept '06 National, East and West
Zone had the maximum growth in their ad volumes of ‘Sales
Promotion’ during Jan-Sept '07.
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Top
Categories under Top Sales Promotion during Jan-Sept '07
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• Independent Retailers category topped the chart of
‘Price Promotion’ and ‘Multiple Promotion’
but stood at 5th place in the ‘Add on Promotion’
list during Jan-Sept '07.
• Cellular Phones which took 2nd place in ‘Price
Promotion’ list, was at 3rd position in ‘Add-on
Promotion’ list.
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Top
Advertisers using Sales Promotional Ads on Print during Jan-Sept
'07
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| • Top 10 advertisers
had 24% share of overall Sales Promotion ad pie during Jan-Sept'07.
• Top brands under the top 3 advertisers to use sales
promotional ads were Maruti Range of cars (Maruti Suzuki
Ltd) , Reliance Prepaid Mobile ( Reliance Communication Ltd)
and Nokia Mobile Phone (Nokia Corporation).
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| Watch
out for the sequel with an in-depth analysis of advertising
in Print covering topics like TV and Radio Promotion on Print,
Genre of Print Publications, Main Issue vs Supplements, etc.
Watch out for forthcoming interesting analyses in future.
(Analysis from AdEx India-A Division of TAM Media Research)
For
more such analysis click here...
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