History Of Indian Advertising

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History Of Indian Advertising

  1. 1. History of Indian Advertising
  2. 2. Pre Independence <ul><li>Press advertisements – largely imported goods which had reached Indian shores </li></ul>
  3. 3. 1930’s <ul><li>The talkies and radio emerge as media </li></ul><ul><li>Colour movies </li></ul>
  4. 4. 1940’s <ul><li>2 nd World War </li></ul><ul><li>Famine </li></ul><ul><li>Fight for Independence </li></ul>
  5. 5. 1950’s <ul><li>Watershed years for Indian advertising </li></ul><ul><li>Industrial revolution in the Nehruvian era </li></ul><ul><li>1 st survey of the rural market (Wood) </li></ul><ul><li>Burmah Shell vans used for advertising </li></ul><ul><li>Cinema advertising began </li></ul><ul><li>Kolkata gets the privilege of India’s first ad club </li></ul><ul><li>Leading ad agency - Press Syndicate </li></ul><ul><li>National created the Murphy baby </li></ul>
  6. 6. 1960’s <ul><li>India’s first Advertising Convention (1960) </li></ul><ul><li>Advertising to to be Indian in thought and content </li></ul><ul><li>Shift to marketing orientation </li></ul><ul><li>Professionalisation within agencies </li></ul><ul><li>1 st Asian Advertising Congress at New Delhi </li></ul><ul><li>Research data generated </li></ul>
  7. 7. Cont’d <ul><li>MRI (Market Rating Indices) </li></ul><ul><li>Shop Audits </li></ul><ul><li>NRS I and II </li></ul><ul><li>Creativity was emphasised </li></ul><ul><li>Photography find increasing use </li></ul><ul><li>Social marketing </li></ul>
  8. 8. 1970’s <ul><li>Media boom </li></ul><ul><li>Special magazines </li></ul><ul><li>2 nd Asian Advertising Congress at New Delhi </li></ul><ul><li>Lifestyle studies, positioning </li></ul><ul><li>Rural marketing </li></ul>
  9. 9. 1980’s <ul><li>Indianisation of western advertising </li></ul><ul><li>Public sector advertising </li></ul><ul><li>Expansion and diversification of agencies </li></ul><ul><li>Aug 15 th 1982 – Colour TV introduced </li></ul><ul><li>Radio commercials introduced </li></ul><ul><li>NRS III by IMRB </li></ul><ul><li>Colour Printing more popular </li></ul>
  10. 10. Cont’d <ul><li>Regional broadcasts, expansion of radio </li></ul><ul><li>Formation of Indian chapter of International Advertising Association </li></ul><ul><li>Formation of ASCI </li></ul><ul><li>Adoption of a new code </li></ul><ul><li>Concept of sponsored programmes on TV </li></ul>
  11. 11. 1990’s <ul><li>NRS IV ( 2 surveys – ORG and IMRB-MARG) </li></ul><ul><li>Niche magazines </li></ul><ul><li>Emphasis on Direct marketing </li></ul><ul><li>Satellite TV </li></ul><ul><li>CNN – 1 st channel to be beamed to India </li></ul><ul><li>Star bouquet </li></ul><ul><li>Zee bouquet </li></ul><ul><li>DD Metro to counter satellite channels </li></ul>
  12. 12. Cont’d <ul><li>DD Audience surveys </li></ul><ul><li>Movie channels and pay channels </li></ul><ul><li>FM Radio </li></ul><ul><li>Emphasis on Brand Equity </li></ul><ul><li>Internationalisation of Advertising </li></ul><ul><li>NRS V </li></ul><ul><li>IRS survey </li></ul><ul><li>Consumer Tracking and Satisfaction studies </li></ul>
  13. 13. 2000 <ul><li>NRS VI </li></ul><ul><li>CAS </li></ul><ul><li>Internationalisation of domestic agencies </li></ul><ul><li>Net Advertising </li></ul><ul><li>The role of the advertising agency – changing to that of a marketing consultant </li></ul>

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