History of AdvertisingHistory of Advertising

Presented by-Aditya Mayank

&Abhinav Dayal

MBA-3rd semester

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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