Slideshare on History of advertising in India 2020

1. HISTORY OF INDIAN ADVERTISING
ADVERTISING
Attention
Interest
Action
Desire
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2. INTRODUCTION
Advertising is a game played by five key
players:
(I)The Advertiser
(2)The Advertising Agencies
(3)The Support Organization
(4)The Media
(5)The Consumers
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3. Advertisement - a promotional message
Advertising - a selling of idea
Advertisers - clients of advertising agencies
Advertising
It is any paid form of non-personal communication used
with persuasive intent by identified sponsors, through
various media to promote goods, services and ideas
(Hasan 2010:417).
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4. HISTORY
 Indian advertising started
with hawkers calling out
their wares (Hasan
2010:417).
 Actual advertising began
with classified advertising.
 Adverts appeared for the
first time in print in
Hickey’s Bengal Gazette
(India’s first weekly
Newspaper).
 In the 18th century, to
‘advertise’ meant only to
‘inform’
 Early newspapers and
periodicals announced
births, deaths, arrivals of
ships from England, sale of
household furniture
services were offered in the
early 19th century.
 Later, new products and
services established
themselves with the
increasing impact of the
industrial revolution. British
business advertisements
rose penetratingly
 Agents flourished
immediately as space
contractors, obtaining
advertisements for
newspapers and periodicals
on commission basis.
 Leading newspapers such
as The Statesman and The
Times of India, which had
their own advertising
This was a great advantage to both the advertiser and the
publisher. For the Advertiser, it saved the complexity of
preparing a suitable layout for the advertisements. For the
Publisher, it assured a certain uniformity of standard in the
advertisements appearing in its column.
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5. Gripe water advertisement of 1928
Image of lord Krishna was most commonly
used to popularize baby care products
Image of Gripe water
advertisement now
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6. Sunlight soap advertisement of 1934,
showing God Vishnu
Images of gods and goddesses were
shown on early Indian advertisements to
approve the quality of the
products being marketed.
Images of sunlight in 1884
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7. THE EARLY 20TH CENTURY
 The Swadeshi Movement(1907-1911) gave rise to indigenous industries, while the
Statesman of Calcutta (1907) installed the first rotary linotype machine. These were the
main events responsible for the growth of Indian Advertising Agencies.
 After few years other newspapers also started to install the new machine so as to
produce cheap newspaper with a large national circulation.
 The first Advertising agency in India ‘The Indian Advertising Agency’, was also launched
around this time.
 The main function of these agencies was to secure advertisements and get them
published in the press.
 Alliance Advertising Associates & Publicity Society of India were the major British
agencies. They targeted wealthy British and Indian elites living in the cities. They rarely
advertised tea and cigarettes.
 During the war, press advertising was exploited to raise funds for the war.
 Alliance advertising Association Ltd was established at Bombay by the British India
Cooperation in Kanpur to sell its goods.
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8. THE INTER-WAR YEARS
 Few Indian agencies sprang up e.g. The Calcutta Publicity and Modern
Publicity Corporation in Madras.
 1931 - National Advertising Service established
 1945 - Advertising Agencies Association of India (AAAI) established
 1948 - Audit Bureau of Circulation (ABC) established
 These agencies helped in bringing some order to the competitive field.
 The AAAI was recognized as a representative body of the profession, with
the authority to present its interests and problems (Hasan, 2010:418).
 The ABC gave some credibility to the claims of newspapers regarding their
circulation.
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9. POST-INDEPENDENCE
ADVERTISING
• Following the World War II and the Indian independence, the British-owned
agencies were sold to Indian Business.
• Some agencies retained affiliate status with the main branches of the agencies in
London.
• At Independence, the advertising business had steady growth and expansion.
• The introduction of multi-color printing improved printing machines and the
development of commercial art gave the Advertising business a better leap.
• Agencies began to offer besides space selling but focused on more services such
as artwork, organization of fairs and exhibitions, market research, public
relations consultancies.
• Market Research and readership surveys led to more professionalization of the
business. The phenomenal growth of Media like TV and cable boosted Indian
Advertising.
• Individual publishing houses like The Hindu and The Times of India conducted
readership surveys.
• The 1st electronic advertising medium, commercial radio arose in 1920’s and print
media remained unchanged until the commercialization of the internet in the
1990’s (Paxson 2010:35).
National Readership Surveys (NRS), Indian Readership Surveys (IRS) and
Television Rating Points (TRP) measurements provide advertisers with
statistical data on which to base their media plans (Hasan, 2010: 419).
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10. REGULATIONS
 AAAI supervises the affairs of the industry
 ASCI specifically looks at issues pertaining to
regulation of Advertising (Tiwary 2003:276).
 PRASARBHARTI is a Broadcasting Corporation of
India Act, 1990 (Verhulst 1998:244)
Regulation is essential in creating consumer goodwill
as well as perception of a responsible industry in
advertising.
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11. Functions , Powers & Objectives
of Corporations
PRASARBHARTI’ primary duty is to organize and conduct public broadcasting
services, educate and entertain the public to ensure a balanced
development of broadcasting on radio and television (Verhulst, 1998:244).
Objectives
The objectives have to be SMART: Specific, Measurable, Accessible, Realistic
and Time bound.
 Upholding the unity and integrity of the country and values preserved in
the constitution.
 Safeguarding the citizens’ right to be informed freely, truthfully and
objectively on all matters of public interest, national or international.
 Presenting a fair and balanced flow of information including contrasting
views without advocating any opinion or ideology of its own.
 Taking steps to protect the interests of children, the blind, the aged, the
handicapped and other vulnerable sections of people.
 Paying attention to the fields of education and spread of literacy,
agriculture, rural development, environment, health and family welfare
and Science & technology.
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12. AIR & DOORDARSHAN
ALL INDIA RADIO (AIR)
• In 1924 India began broadcasting with the
formation of private radio service in Chennai.
• The British colonial government granted a
license to a private company, the Indian
Broadcasting Company (IBC) to open radio
stations in Mumbai and Kolkata in 1924.
• The company went bankrupt in 1930 but
colonial government took over the two
transmitters and the department of labour and
industries started operating them as AIR and
placed them under the department of
communications.
• AIR was made a separate Department under the
Ministry of Information and Broadcasting.
DOORDARSHAN (TV)
• In 1991 Doordarshan mandate which was to aid
in the process of social and economic
development was diluted.
• Entertainment and commercial programmes
took place in the organizations programming
strategies and Advertising came to be
Doordarshan’s main source of funding.
• TV was a modest enterprise with most parts of
the country getting only one channel except the
major ones which received two channels.
• The government launched major economic
liberalization programmes due the
commencement of International Satellite
broadcasting in India.
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13. CONCLUSION
Advertising means different things to different
people; it is a business, an art, an institution
and a phenomenon. Bharati was implemented
with greater prospect of Doordashan and AIR
by the Indian government.
Consumer laws and public mechanisms of
regulation are needed to make sure that
marketers and advertisers stay in their lane
and abide by the ethics of advertising.
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14. REFERENCES
• Gupta, V.S. 2001. Handbook of Journalism and Mass Communication.
New Delhi: Concept Publishing Company.
• Hasan, S. 2010. Mass Communication: Principle and Concepts. New
Delhi:CBS Publishers & Distributors Pvt Ltd
• Paxson, P. 2010. Mass Communication and Media Studies: An
Introduction. London: Bloomsbury.
• Roberts, D.F. & Foehr, U.G. 2004.Kids and Media. Cambridge: Cambridge
University Press.
• Tiwary, S. 2003. The (un) Common Sense of Advertising: Getting the
Basics Right. New Delhi. Sage Publications.
• Verhulist,S.G & Price, M.E 1998. Broadcasting Reform in India: Media
Law from a Global Perspective. New Delhi: Oxford University Press
• Wadia, A. 2010. Broadcasting Management in India. New Delhi: Kanishka
Publishers, Distributors
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15. FTG Academy
Journalism & Mass Communication Wing
Professional Communication Wing
Email: ftgacademy1234@gmail.com
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7/29/2020