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Advertisement in India
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  1. 1. Advertisement In India (History & the changing trends) BY: Shubhra Dewangan
  2. 2. Contents  Definition  Origin & Growth  Types  Advertising Planning Framework  Changing Trends & Advancements  Conclusion
  3. 3. 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.
  4. 4. Origin & Growth
  5. 5. 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.
  6. 6. 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.
  7. 7. 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
  8. 8. 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
  9. 9. 2000 onwards Mobile advertising start Internationalization of domestic agencies Net Advertising The role of the advertising agency – changing to that of a marketing consultant.
  10. 10. Print Advertising Newspapers Magazines Brochures Fliers
  11. 11. Outdoor Advertising Billboards Car signs Painting and posters Electric signs Sky scrapers
  12. 12. Broadcast advertising Television Radio Internet
  13. 13. Surrogate Advertising (Advertising Indirectly ) Surrogate advertising is prominently seen in cases where advertising a particular product is banned by law.
  14. 14. Public Service Advertising – Advertising for Social Causes
  15. 15. Celebrity Advertising
  16. 16. Covert Advertising – Advertising in Movies Covert advertising is presently a hot trend in promoting products and services.  It embeds a product or brand in entertainment and media and uses undercover tactics turning ordinary entertainment into an extended ad.
  17. 17. 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.
  18. 18. 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.
  19. 19. 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.
  20. 20. Advertising Planning Framework OBJECTIVE SETTING: Communication Objective Sales Objective BUDGET DECISION: Affordable Approach Percent of sales Competitive parity Objective & task MESSAGE DECISION: Message strategy Message execution MEDIA DECISION: Reach ,frequency, impact, timing, media vehicles or types CAMPAIGN EVALUATION Communication impact Sales impact
  21. 21. 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.
  22. 22. Conclusion (Key to good 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.