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History of indian advertising

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Pranav Kumar Ojha
Pranav Kumar Ojha

The document outlines the history of advertising from its origins around 200 years ago to its development in India. It traces the growth of advertising through key eras such as the 1700s with the rise of newspapers, the 1800s with the development of space brokers and agencies, and the 1900s with expanded use of new media like radio and television. In India, advertising grew from a focus on imported goods pre-1947 to expanded domestic production and investment in the market between 1947-1977 to a phenomenal increase in advertising revenues from 1977-2000 with the introduction of color television.

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History of Advertising
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 06/27/12 07:18
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 06/27/12 07:18
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 06/27/12 07:18
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 06/27/12 07:18
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 06/27/12 07:18
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 06/27/12 07:18
History of Indian Advertising 06/27/12 07:18
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. 06/27/12 07:18
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 06/27/12 07:18
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 06/27/12 07:18
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 06/27/12 07:18
Cont’d….  MRI (Market Rating Indices)  Shop Audits  National Readership Survey(NRS) I and II  Creativity was emphasized  Photography find increasing use  Social marketing 06/27/12 07:18
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 06/27/12 07:18
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 06/27/12 07:18
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 06/27/12 07:18
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 06/27/12 07:18
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 06/27/12 07:18
2000  Internationalization of domestic agencies  Net Advertising  The role of the advertising agency – changing to that of a marketing consultant 06/27/12 07:18
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 06/27/12 07:18
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 06/27/12 07:18
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 06/27/12 07:18

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History of indian 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 06/27/12 07:18
  • 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 06/27/12 07:18
  • 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 06/27/12 07:18
  • 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 06/27/12 07:18
  • 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 06/27/12 07:18
  • 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 06/27/12 07:18
  • 8. History of Indian Advertising 06/27/12 07:18
  • 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. 06/27/12 07:18
  • 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 06/27/12 07:18
  • 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 06/27/12 07:18
  • 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 06/27/12 07:18
  • 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 06/27/12 07:18
  • 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 06/27/12 07:18
  • 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 06/27/12 07:18
  • 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 06/27/12 07:18
  • 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 06/27/12 07:18
  • 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 06/27/12 07:18
  • 19. 2000  Internationalization of domestic agencies  Net Advertising  The role of the advertising agency – changing to that of a marketing consultant 06/27/12 07:18
  • 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 06/27/12 07:18
  • 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 06/27/12 07:18
  • 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 06/27/12 07:18

Editor's Notes

  1. Nirma NRS-----National readership survey
  2. India’s 1 st soap opera HUM LOG is on air. Nirma offers stiff competition to multinational brands.