history of indian advertising
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History of AdvertisingHistory of Advertising
Presented by-Aditya Mayank
&Abhinav Dayal
MBA-3rd semester
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Origin & growth of Origin & growth of advertising in the worldadvertising in the world
Not used untibbbl about 200 years ago
The upsurge in advertising came after the development of printing in 1450’s
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1700’s1700’sIn 17th century, newspaper started
appearing in various part of the world
Newspaper advertising began to develop
First newspapers had the large numbers of ads
At the end of century, great number of commercial newspapers were published in Europe
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1800’s1800’sAround 1840, several people
were selling space in newspapers in New York & other cities
Space-brokers, who later on developed into ad agencies. Came into existence
Competitive advertisement came into existence later in 18th century
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Cont’d….Cont’d….Advertising marked a great expansion1840’s manufacturers began using
magazine ads to reach the mass marketIn 1841, in the USA the first advertising
agency was startedIn 1871, Bates set up the 1st ad agency in
US which offered “creative services”1888, the first ad journal Printer’s Ink
was launched in US1893 Coca Cola registered its trademark
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Development of modern Development of modern advertisingadvertisingAmerica are the forerunners of this
but it has its root in EnglandIndustrial revolution plays an
important role After World war 1st, the era of
salesmanship arrivedIn 1920, radio emerged as a powerfull
ad mediumGreat depression came in 1930 due to
wars
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Cont’d….Cont’d….TV broadcasting was introduced in 1941
at the end of world war 2nd
The period between 1940’s-50’s was the period where consumer started improving their standards of living
In the 60’s image era startedIn the 90’s comparative marketing
appeared
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History of Indian History of Indian Advertising Advertising
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Pre IndependencePre IndependencePress advertisements – largely
imported goods which had reached Indian shores.
Dattaram , the first agency , was found in 1905. it released the first ad for West End Watch Co., Mumbai in 1907.
In 1920, the banner ad was put on trams.
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1930’s1930’sThe talkies and radio emerge as
media.
1940’s1940’s2nd World WarFamineFight for IndependenceIn 1941, Leela Chitnis became the
first Indian film actress to endorse Lux soap
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1950’s1950’sIndustrial revolution in the Nehruvian
eraBurmah Shell propagated kerosene by
advertising on VansCinema advertising beganIn 1956, Kolkata gets the privilege of
India’s first ad clubIn 1957 government launches Vividh
BharatiLeading ad agency - Press Syndicate
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1960’s1960’sIndia’s first Advertising Convention
(1960)Advertising to to be Indian in
thought and contentShift to marketing orientationProfessionalisation within agencies1st Asian Advertising Congress at
New DelhiResearch data generated
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Cont’d….Cont’d….MRI (Market Rating Indices)Shop AuditsNational Readership Survey(NRS)
I and IICreativity was emphasized Photography find increasing useSocial marketing
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1970’s1970’sMedia boomSpecial magazines2nd Asian Advertising Congress at
New DelhiLifestyle studies, positioningRural marketingIn 1978 India's first TV
Commercial goes on air
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1980’s1980’sIndianisation of western advertisingPublic sector advertisingExpansion and diversification of
agenciesAug 15th 1982 – Colour TV introducedRadio commercials introduced(1982)NRS III by IMRBColour Printing more popular
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Cont’d….Cont’d….Regional broadcasts, expansion
of radioFormation of Indian chapter of
International Advertising Association
Formation of Advertising Standards Council of India(ASCI)
Concept of sponsored programmes on TV
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1990’s1990’sNRS-IV ( 2 surveys – ORG and IMRB-
MARG)Niche magazinesEmphasis on Direct marketingSatellite TV(1991)CNN – 1st channel to be beamed to
IndiaStar bouquetZee bouquet(1992)DD Metro to counter satellite channels
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Cont’d….Cont’d….DD Audience surveysMovie channels and pay channelsFM RadioEmphasis on Brand EquityInternationalization of AdvertisingNRS V-VI & IRS survey in 1997Consumer Tracking and Satisfaction
studies
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20002000Internationalization of domestic
agenciesNet AdvertisingThe role of the advertising
agency – changing to that of a marketing consultant
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Different Stages Of Different Stages Of Advertising In IndiaAdvertising In India
1st stage (1900-1947)◦Advertising products originated
abroad◦Minimal Indian production◦Economic growth was negligible◦Investments in market was very low◦Most indigenous products are
comodities, required no advertising
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2nd stage(1947-1977)◦ India started on the path of self-reliance◦ Press commission in 1953◦ Total spent on ads in India was Rs.5 crore
3.5 crore on print ads 1.5 crore on hoardings
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3rd stage(1977-2000)◦Second press commission, 1983◦At this point, ad revenues touched
Rs200 crore◦Increase in revenue was phenomenal,
almost 40 times◦1982 was a trademark year because
colour TV came in, changing the Indian lives completely
◦TV reached to 70 % of the Indian people
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