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Advertisement In
India
(History & the changing trends)
BY:
Shubhra Dewangan
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Contents
Definition
Origin & Growth
Types
Advertising Planning Framework
Changing Trends & Advancements
Conclusion
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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.
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Origin &
Growth
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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.
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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.
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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
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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
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2000 onwards
Mobile advertising start
Internationalization of domestic agencies
Net Advertising
The role of the advertising agency – changing to that of a
marketing consultant.
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Print Advertising NewspapersMagazinesBrochuresFliers
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Outdoor AdvertisingBillboardsCar signsPainting and postersElectric signsSky scrapers
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Broadcast advertising
TelevisionRadio Internet
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Surrogate Advertising
(Advertising Indirectly )Surrogate advertising is prominently seen in
cases where advertising a particular product is
banned by law.
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Public Service Advertising –
Advertising for Social Causes
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Celebrity Advertising
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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.
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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.
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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.
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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.
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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
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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.
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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)
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