Print advertising of IT sector dip of 6 pc
during 2007
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Highlights:
• Print advertising of IT sector saw a dip
of 6% during 2007 compared to 2004.
• ‘Laptops/Notebook' leads in IT sector advertising
in Print during 2007.
• ‘Information Technology’ Magazines had
prominent share of 57% of IT sector advertising in Magazines.
• ‘Hewlett Packard India Ltd
' was the number one advertiser of IT sector in Print during
2007.
• ‘Lenovo Y410' topped the chart
of new brands of IT sector launched in Print during 2007.
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(Note: The entire analysis is based on Col. Cms)
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Volumes Growth in IT Sector in Print
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• IT sector advertising dropped
by 25% during 2007 compared to 2006.
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Quarterly advertising share of IT Sector in Print
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• Advertising of IT sector was
21% more during the 1st half of 2007 compared to the 2nd half.
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Share of Categories in IT Sector
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• Among
the overall IT sector ad pie 'Corporate Image’, ‘Range
of Computer Related Products' and 'Desktops' shared 2nd position
with an equal share of 14% during 2007.
• Top
5 categories of IT sector accounted for 77% share in Print
during 2007.
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Genre preference of IT Sector in Print
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• ‘Business/Finance/Economy’
and ‘Information Technology’ Newspapers had 19%
and 2% share respectively during 2007.
•
‘Information Technology’ magazines lend themselves
primarily to IT advertising.
•
Whereas ‘Business/Finance/Economy’ and ‘News/Current
Affairs’ magazines had 16% and 10% share respectively.
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Top 10 Advertisers of IT Sector in Print
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• ‘Hewlett
Packard India Ltd','Lenovo' and 'IBM'
were the top 3 IT advertisers in Print during 2007.
• Top 10 IT
advertisers contributed 71% share in Print during 2007. |
New IT Brands launched in Print
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• 4 out of 10 new brands
were of Laptops/Notebooks.
• Top 10 list
of new IT brands advertised in Print was a mix of 3 brands
of 'Hewlett Packard India Ltd' and 2 each
belonged to 'Lenovo' and 'IBM'.
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Analysis of Promotional ad campaign in Print
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• In IT sector maximum
ads were for Brand promotion (52%) followed by Sales promotional
ad campaigns with 44% share during 2007.
• Among the
Sales Promotion campaign, Add on Promotion had a share of
44% followed by Multiple Promotion and Price Promotion with
19% and 14% share respectively during 2007.
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