BSNL, Nokia top telecom sector advertisers
in print in Jan-Aug ’08 – AdEx Analysis
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Subject: Snapshot of Telecom Industry
advertising in Print during Jan – Aug’08
(Note: The entire analysis is based on Col * Cms)
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Highlights:
• ‘Telecommunication Services’
had the maximum share of Telecom sector Print ad pie
during Jan –Aug ’08.
• ‘Bharat Sanchar Nigam
Ltd’ and ‘Nokia Corporation’ were
the key players for Telecommunication ‘Services’
and ‘Equipments’ in Print respectively during
Jan –Aug ’08.
• ‘BSNL Super OneIndia
Plan’ and ‘Nokia 3600 Slide’ were
the top new brands of Telecommunication ‘Services’
and ‘Equipments’ respectively in Print during
Jan – Aug ’08.
• 43% of Telecom product ads
in Print were for Sales Promotions during Jan –Aug
’08. |
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The segregation of the Telecom Sector:
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Volume growth of Telecom sector in Print
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• Ad volumes of Telecom Sector
in Print declined by 25% during Jan – Aug’08 compared
to Jan – Aug’07.
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Share of segments of Telecom sector in Prints during Jan
– Aug’08
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• During Jan – Aug ’08,
‘Telecommunication Services' comprised 71% share of
Telecom Sector, followed by 'Telecommunication Equipments'
and 'Corporate Brand Image' with 28% and 1% share respectively
in Print.
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Telecom sector advertising in Newspapers
and Magazines were in the ratio of 98:2 during Jan-Aug ‘08. |
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Zone wise advertising of Telecom Sector in Print during Jan
– Aug’08 |
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• Maximum advertising of Telecom
sector in Print was seen in South zone publications followed
by ‘West’ and ‘North’ publications
with 30% and 25% share respectively during Jan - Aug '08.
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Volume growth of segments of Telecom sector in Print during
Jan –Aug ‘08
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• ‘Telecommunication Services’
and ‘Telecommunication Equipments’ advertising
in Print decreased by 14% and 37% respectively during Jan
– Aug’08 compared to Jan – Aug’07.
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Top 5 Advertisers under the Telecom Segments in Print
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‘Bharat Sanchar Nigam Ltd’ , ‘Reliance Communications
Ltd’, ‘Tata Teleservices’ are the Top 3
advertisers for ‘Telecommunication Services’ in
Print during Jan –Aug ’08.
• The Top 3 advertisers of ‘Telecommunication
Equipments’ in Print during Jan- Aug ’08 were
‘Nokia Corporation’, ‘LG Electronics India
Ltd’ and ‘Spice Telecom Ltd’ |
New
Brands advertised for Telecom Equipments & Services in
Print |
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Top 10 New brands of ‘Telecommunication Services’
comprised of 3 brands each of ‘BSNL’ and ‘Tata
Teleservices’ during Jan –Aug ’08.
• ‘BSNL Super OneIndia
Plan’, ‘Virgin Mobile’ and ‘BSNL Broadband
Home Plan 125’ were the Top 3 new brands of ‘Telecommunication
Services’ advertised in Print during Jan – Aug
’08.
• 5 of the ‘Nokia Corporation’
brands made it to the Top 10 list of new brands of ‘Telecommunication
Equipments’ advertised in print |
Usage
of Sales Promotion in Telecom Sector in Print |
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During Jan –Aug’08, 56% of overall Telecom sector
ads in print were for ‘Brand Promotion’ followed
by ‘Sales Promotion’ and ‘Others’
with 43% and 1% share respectively.
• ‘Tariff Offers’
were preferred more among the Sales Promotional campaigns
used for the Telecom Products in Print, followed by ‘Add
on Promotion’ and ‘Discount Promotion’ with
24% and 12% share respectively
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