1. History of Advertising

2. Origin & growth of advertising 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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3. 1700’s
 In 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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4. 1800’s
 Around 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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5. Cont’d….
 Advertising marked a great expansion
 1840’s manufacturers began using magazine ads
to reach the mass market
 In 1841, in the USA the first advertising agency
was started
 In 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 US
 1893 Coca Cola registered its trademark
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6. Development of modern advertising
 America are the forerunners of this but it has
its root in England
 Industrial revolution plays an important role
 After World war 1st, the era of salesmanship
arrived
 In 1920, radio emerged as a powerfull ad
medium
 Great depression came in 1930 due to wars
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7. 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 started
 In the 90’s comparative marketing appeared
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8. History of Indian Advertising
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9. Pre Independence
 Press 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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10. 1930’s
 The talkies and radio emerge as media.
1940’s
 2nd World War
 Famine
 Fight for Independence
 In 1941, Leela Chitnis became the first
Indian film actress to endorse Lux soap
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11. 1950’s
 Industrial revolution in the Nehruvian era
 Burmah Shell propagated kerosene by
advertising on Vans
 Cinema advertising began
 In 1956, Kolkata gets the privilege of India’s first
ad club
 In 1957 government launches Vividh Bharati
 Leading ad agency - Press Syndicate
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12. 1960’s
 India’s first Advertising Convention (1960)
 Advertising to to be Indian in thought and
content
 Shift to marketing orientation
 Professionalisation within agencies
 1st Asian Advertising Congress at New
Delhi
 Research data generated
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13. Cont’d….
 MRI (Market Rating Indices)
 Shop Audits
 National Readership Survey(NRS) I and II
 Creativity was emphasized
 Photography find increasing use
 Social marketing
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14. 1970’s
 Media boom
 Special magazines
 2nd Asian Advertising Congress at New
Delhi
 Lifestyle studies, positioning
 Rural marketing
 In 1978 India's first TV Commercial goes
on air
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15. 1980’s
 Indianisation of western advertising
 Public sector advertising
 Expansion and diversification of agencies
 Aug 15th 1982 – Colour TV introduced
 Radio commercials introduced(1982)
 NRS III by IMRB
 Colour Printing more popular
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16. Cont’d….
 Regional broadcasts, expansion of radio
 Formation 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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17. 1990’s
 NRS-IV ( 2 surveys – ORG and IMRB-MARG)
 Niche magazines
 Emphasis on Direct marketing
 Satellite TV(1991)
 CNN – 1st channel to be beamed to India
 Star bouquet
 Zee bouquet(1992)
 DD Metro to counter satellite channels
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18. Cont’d….
 DD Audience surveys
 Movie channels and pay channels
 FM Radio
 Emphasis on Brand Equity
 Internationalization of Advertising
 NRS V-VI & IRS survey in 1997
 Consumer Tracking and Satisfaction studies
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19. 2000
 Internationalization of domestic agencies
 Net Advertising
 The role of the advertising agency –
changing to that of a marketing consultant
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20. Different Stages Of Advertising
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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21. 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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22. 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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