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This document provides a high-level overview of the history and development of advertising in India from the pre-independence era to modern times. It touches on key events and developments such as the establishment of early advertising agencies in the 1920s-30s, the growth of media outlets in the 1970s, and the expansion and internationalization of the industry from 2000 onwards. The document also briefly discusses some advertising legends and their famous quotes.
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- 2. AEARENESS A INTERNET I DESIERE D ACTION A
- 3. Adver tising A defin – ition liver ing a o f de oods c ess as, g Th e pro about ide sage s, throug tifiab h the le mes rvice iden an d se y an ia, p aid b med s pon sor.
- 4. a d ·v e r · t is e ver b 1 : in f o r m , n o t if y 2 : t o c a ll p u b lic a t t e n t io n t o e s p . in o r d e r
- 5. History of IndianAdvertising
- 6. Pre Independence • Pressadvertisements – largely imported goods which had reached Indian shores • First advertise published in “Bengal Gazette” on January 29, 1790
- 7. 1920 to1930’s • In1922 first Indian advertisement agency started Alliance Advertising Association Ltd at Bombay • 1924 the Calcutta Publishing • 1925 the Central Publishing service • 1926 Mr. I.S. Talor set up the Publicity Society of India to exploit advertising possibilities on trams, kiosks and other outdoor media
- 8. 1930 to 1940 •1930 New India Publicity Co. • 1934 Mr. V. Sista, Sales and Publicity Service • 1937 Alpha Advertising Service • 1938 Lintas ans Press Syndicates Indian and Eastern Newspaper Society (IENS)
- 9. 1940 to1950 • Watershed years for Indian advertising • Industrial revolution in the Nehruvian era • 1st survey of the rural market (Wood) • 1945 Advertising Agencies Association of India (AAAI) • Cinema advertising began • Kolkata gets the privilege of India’s first ad club • Leading ad agency - Press Syndicate • National created the Murphy baby
- 10. 1950 to1960 • 1951 The Indian Society of Advertisers • 1958 The society of Advertising Practitioners • 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
- 11. 1970’s • Media boom •Special magazines • 2nd Asian Advertising Congress at New Delhi • Lifestyle studies, positioning • Rural marketing
- 12. 1980’s • Indianisation ofwestern advertising • Public sector advertising • Expansion and diversification of agencies • Aug 15th 1982 – Colour TV introduced • Radio commercials introduced • NRS III (National Readership Surveys) by IMRB • Colour Printing more popular
- 13. 2000 onwards • NRS VI • Mobile advertising start • Internationalization of domestic agencies • Net Advertising • The role of the advertising agency – changing to that of a marketing consultant
- 14. A few advertisinglegends ...
- 15. John Caples “Accept nothing as true about what works best in advertising until it has been scientifically tested.” 1932 -John Caples
- 16. Claude Hopkins “Talk to the people who are going To buy your product. This is the first step in any successful campaign” 1930 -Claude Hopkins
- 17. Leo Burnett “F indthe drama.”
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- 19. “The secret ofall effective originality in advertising is not the creation of new and tricky words but one of putting familiar words and pictures, and pictures into new relationships.” -Leo Burnett
- 20. M DE AE T M NTW L OR N DV R ISE E OR D
- 21. KeyPoint s • Define advertising and explain its key components • Discuss the roles and functions of advertising within society and business • Identify the key players and their roles in creating advertising • Explain the different types of advertising • S ummarize the characteristics of effective advertising and explain why it is always goal directed • Analyze the changes affecting the advertising industry
- 22. Defining M nA erising oder dv t • Paid persuasive communication • Uses nonpersonal mass media to reach broad audiences • Connects an identified sponsor with a target audience
- 23. S ix Basic Components 1. Paid 2. Non-personal communication 3. S ponsor is identified 4. Using mass media 5. Tries to persuade or influence 6. Reaches large audience
- 24. Key Concepts of Advertising
- 25. St aegy rt • The logic and planning behind the ad that give it direction and focus • Advertisers develop ads to meet objectives • Advertisers direct ads to identified audiences • Advertisers create messages that speak to the audience’s concerns • Advertisers run ads in the most effective media to reach the audience
- 26. Creative Idea • Thecentral idea that grabs the consumer’s attention • Creativity drives the entire field of Advertising
- 27. Execution • Effective adsadhere to the highest production values in the industry • Clients demand the best production the budget allows
- 28. Media • Communication channels thatreach a broad audience • How to deliver the message is just as important as coming up with the creative idea of the message
- 29. The Marketing Role Product Category Target Marketing Marketing Mix Market Brand
- 30. The Economic Role Advertising decreases the likelihood that a consumer will switch to an alternate product regardless of price Advertising is a means to objectively provide price-value information, creating a more rational economy
- 31. The S ocietalRole • Informs consumers about innovations and issues • Mirrors fashion and design trends • Teaches consumers about new products • Helps shape consumer self-image • Perpetuates self- expression
- 32. The Functions of Advertising • Buil a aeness ofpr s a Br nds ds w r oduct nd a • Cr t abr nd ima eaes a ge • Pr ides pr a br nd infor t ov oduct nd a maion • Per des peopl sua e • Pr ides incent es t t ke a ion ov iv o a ct • Pr ides br nd r ov a eminders • R ces pa pur ses a br nd exper einfor st cha nd a iences
- 33. Key Players: Advertiser • Uses advertising to send out a message about its products • Initiates effort by identifying a problem that advertising can solve • Approves audience, plan and budget • Hires the agency
- 34. KeyPl yer Aeriser a s: dv t Biggest U.S . Advertisers in Terms of Categories 1. Automotive 11. Direct-response companies 2. Retail 12. Home-furnishings, 3. Movies, media, and appliances, supplies advertising 13. Insurance and real estate 4. Food, beverages, and 14. Computers, software, confectionery Internet 5. Medicines and proprietary 15. Government, politics, and remedies organizations 6. Financial services 16. Apparel 7. Telecommunications 17. Beer, wine, and liquor 8. Toiletries, cosmetics, and 18. Audio and video equipment personal care and supplies 9. Airline travel, hotels, and 19. S porting goods, toys, and resorts games 10. Restaurants 20. Entertainment and events
- 36. Key Players: Media • Channels of communication that carry the message to the Audience • Are also companies or huge conglomerates • Cost effective because the costs are spread over a large number of people
- 37. KeyPl yer Suppl a s: ier • Assist advertisers, agencies and the media in creating and placing the ads • Vendor services are often cheaper than those in-house
- 38. Key Players: Target Audience • The desired audience for the advertising message • Data-gathering technology improves accuracy of information about customers • Advertisers must recognize the various target audiences they are talking to and know as much about them as possible
- 39. TYPES OF ADVERTIS ING • PRINT ADVERTIS EMENT • CELEBRITY ADVERTIS ING • BROADCAS T • PUBLIC S ERVICE • INFOMERCIALS • OUTDOOR ADVERTIS ING • COVERT ADVERTIS ING • S URROGATE ADVERTIS ING
- 40. IMPORTANCE • Creating awareness •Increase sales • Brand identity & Brand image • Communicate a change • Increase the buzz value
- 41. What Makes anAd Effective? 2. If it creates an impression for a product or brand 2. If it influences people to respond 3. If it separates the product or brand from the competition
- 42. The Current Advertising S cene: Integrated Marketing Communication • Unifying all marketing communication tools so they send a consistent, persuasive Message
- 43. The Current Advertising S cene: Globalization • Advertisers are moving into global markets • Agencies are forming huge multinational operations
- 44.