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India

(History & the changing trends)

BY:

Shubhra Dewangan

Contents

Definition

Origin & Growth

Types

Advertising Planning Framework

Changing Trends & Advancements

Conclusion

Definition

The process of delivering a message about

ideas, goods and services, through the media,

paid by an identifiable sponsor.

Advertising is the way by which companies

tell us about the products and brands.

Origin &

Growth

Pre Independence

First advertise published in “Bengal Gazette” on

January 29, 1790.

Dattaram 1st agency found in 1905, released 1st ad

for West End Watch Co. , Mumbai in 1907.

1920 to 1950

1945 Advertising Agencies Association of India (AAAI) Cinema advertising began

In 1922 first Indian advertisement agency started

Alliance Advertising Association Ltd at Bombay

1925 the Central Publishing service 1941 leading Ad. Agency press syndicate began.1941 Leela Chitins became 1st Indian film actress to endorse LUX soap.

1950 to 1970

1956 Kolkata gets the privilege of India’s first ad club

Indian Society of Advertisers started in 1951

1957 Govt. launched Vividh Bharthi

1st Asian Advertising Congress at New Delhi

1970 to 1990

Media boom 2nd Asian Advertising Congress at New Delhi In 1978, India’s 1st TV commercial went on air FM Radio, movies and pay channels Aug 15th 1982 – Colour TV introduced Radio commercials introduced Colour Printing more popular

2000 onwards

Mobile advertising start

Internationalization of domestic agencies

Net Advertising

The role of the advertising agency – changing to that of a

marketing consultant.

Print Advertising NewspapersMagazinesBrochuresFliers

Outdoor AdvertisingBillboardsCar signsPainting and postersElectric signsSky scrapers

Broadcast advertising

TelevisionRadio Internet

Surrogate Advertising

(Advertising Indirectly )Surrogate advertising is prominently seen in

cases where advertising a particular product is

banned by law.

Public Service Advertising –

Advertising for Social Causes

Celebrity Advertising

Covert Advertising –

Advertising in Movies

Covert advertising is presently a hot trend inpromoting products and services.

It embeds a product or brand in entertainment andmedia and uses undercover tactics turning ordinaryentertainment into an extended ad.

Hayabusa - In

Dhoom, John

Abraham

uses Hayabusa

in the movie as a

thief, from that

time only many of

Indians came to

know about that

bike.

Domino’s is known as much

for the quality of its pizzas, as

for its promise of “delivery

within 30 minutes or free”.

Paresh Rawal—who was

also the Domino’s brand

ambassador—was seen in the

movie happily munching on a

Domino’s pizza.

Ta Ra Rum Pum insisted on special close-ups and

zooms for their brands.

As a result we get a good dose of Castrol, Goodyear

and Chevrolet periodically.

Advertising Planning Framework

OBJECTIVE SETTING:

CommunicationObjectiveSales Objective

BUDGET DECISION:

Affordable ApproachPercent of salesCompetitive parityObjective & task

MESSAGE DECISION:

Message strategyMessage execution

MEDIA DECISION:

Reach ,frequency,impact, timing, media vehicles or types

CAMPAIGN EVALUATION

CommunicationimpactSales impact

Changing Trends & Advancement

Huge evolution of techniques and trends, products,

strategies, media.

The authentic “next big thing” comes with the

advent of the Internet, i.e., Online Advertising.

The most important step lies in deciding what your

advertising should say and to whom it should say it.

All you need to do is to decide who buys and uses

your products and why.

Conclusion(Key to good advertising)