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Evolution of advertising


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evolution of advertising

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Evolution of advertising

  1. 1. Evolution of Advertising In India.
  2. 2. Advertising! Advertising (& PR) and the Business & Technology sector are inter-dependent. Intro.
  3. 3. An advertisement is thus a public announcement with a awoved purpose- not so much to inform us, to persuade the public to buy a product, service or an idea. What is an Advertisement?
  4. 4. History.
  5. 5. History of Advertising in India. To Advertise, meant merely to inform
  6. 6. Advertising in the Early Twentieth Century
  7. 7. Two main important Events- ● Swadeshi Movement (1907 - 1911) ● Installation of the first Rotary Linotype Machine (1907) (Statesman- Calcutta) Advertising in the Early Twentieth Century
  8. 8. Advertising in the Early Twentieth Century This pioneered the installation of large scale printers all around India which led to the production of cheap newspapers with a large national circulation. The Indian Advertising Agency was the first Indian Ad Agency( it still is going strong presently). Followed by The Calcutta Advertising Agency (1909) & B. Dattarams (1915) But Indian ad agencies had a hard time competing with major british agencies like the Alliance Advertising Associates, D.J Keymer(presently known as Ogilvy, Benson & Mather) and the J. Walter Thompson (presently the Hindustan Thompson Associates), who catered to the needs of affluent British and Indian Elites Living in metropolitan cities. Also, In this time, Ad Agencies stopped being just space selling agencies, but also offered Production and Media Services.
  9. 9. Inter War Years During the war, press advertising was exploited to raise fund for war efforts. This thought the Indian professionals in advertising how to motivate the large sections of the Indian population. Outdoor advertising gained popularity as it reached out to far more of the people when compared to press advertising. In 1926 Mr I.S Taylor set up the publicity society of India to discuss the possibility of advertising on Trams, Kiosks and other outdoor means. In 1931 the first full fledged Indian ad agency was established- The National Advertising service. In February 1939 the Indian & Eastern newspaper society was formed. This caused the newspaper to standardize the advertising agency practices. They put forth the necessary qualification and experiences bars for a advertising agency. The IENS sought to foster better publisher-agency relationships. In 1945 the advertising agency association of India (AAAI) had been established followed by the establishment of the Audit Bureau of Circulation (ABC) in 1948. The ABC gave credibility to the claims of newspaper regarding their circulation.
  10. 10. Post Independence AdvertisingAfter the world war and India attaining its Independence, the British owned agencies were sold to Indian Businesses, However some retained their affiliate status to their main branches in London. During independence, The advertising business was well on its way to growth and expansion. The partition hadn’t had any affect on it. The introduction to multi coloured printing, Improved printing methods and development of commercial art boosted the ad business further. Agencies then began offering other services like art work, Organizing fairs, Market Research and Public Relation consultants. Many advertising Establishments and clubs were founded during that period. The phenomenal growth of media, especially television and cable had given a boost to indian advertising. Market researches and readership surveys led to further professionalization of the businesses.
  11. 11. • The dawn of Indian advertising was from the beginning of Hawkers. • Ads first started in print • Major ads were that of retailers • the last 10-15 years had witnessed a great boost in the Indian Advertising agency • The emergence of new media gave an exponential outburst of digital media led by the popularity of Internet users. Present Scenario Of Advertising
  12. 12. • Advancement of Indian Advertising after the entrance of MNC’s. • India becomes the favourite market for big corporations. • The current scenarios fragmentation of the audience or consumer • Indian family has evolved and had developed a distinct behaviour in buying and selling • Presenting new products at home channel and outdoor advertising.