It discuss the history of Advertising & Public Relations in

1. ADVERTISING & PR
AN OVERVIEW
J. JANARDHAN

2. AN OVERVIEW
• Advertising & PR are not ‘Mass Media’
• These two are thus applied mass media
• The primary purpose of selling products, services and ideas
• Both, Business and industry need large scale advt & PR
• It has resulted that interdependent
• These two are the forms of publicity, but with differences
• Advt is paid form

3. AN OVERVIEW
• PR is subtle, often unrecognized by general public
• PR activity Community services, Exhibitions, Cultural and
Sports events, Health camps and so on
• Advt is thus public announcements with avowed purpose
• Not so much information but persuade the public

4. DEVELOPMENT OF ADVT.
• Origin of advt. as a public announcement is traceable
• Town crier and village drummer made the announcements
• The highly a few cities in Mohenjo-Daro and Harappa must
have employed advt.
• Excavations in Pompeii and other ancient cities have also
thrown up evidence
• Ancient Romans practiced that painting on the walls of busy
cities
• They used albums, stone tablets playing cards
• Public notices were placed in the ‘Act Diurna’

5. MODERN ADVT.
• With the invention of press, modern advt. became popular
• It attempts to print notices, posters and bills in large
numbers
• Industrialization led the expansion of competitive advt.
• Advt. became powerful & reach working class
• By 1861, more newspapers started publishing advt
• Space sellers entered the business world acted as
middleman
• The first advt. agency started operating around 1875

6. MODERN ADVT.
• N.W. Ayer offered to produce advertisements
• The growth of advt as a service industry and as profession
was rapid
• In 1917, American Association of Advertising Agencies and
Association of British Advt. Agencies were found
• By 1920s, Advt agencies were offering Campaign planning,
budgeting & market research
• They extend their services beyond the press to out door
advt, direct mail etc

7. MODERN ADVT.
• History of Indian advt is parallels the history of the press
• The first news paper called the Bengal Gazette/ the
Calcutta General Advertiser
• Its very first edition carried advt.
• Until, eighteenth century, N.P & periodicals carried
announcements
• Bengal Journal offered print govt. advt. free
• By the end of 19th Century, power of advt. increased rapidly
• British business houses rose sharply

8. MODERN ADVT.
• Agents flourished at the time as space contractors,
obtaining advt.
• The statesman & The Times of India had their own
departments.
• First swadeshi movement (1907-11) gave an impetus to
indigenous industry
• Second one, the Statesman establish linotype machine in
Calcutta in 1907
• Other papers too established the new machine

9. MODERN ADVT.
• Indian Advertising Agency was launched in 1907
• In 1909, The Calcutta advt. agency started operations
• The sole objective is to ensure advt. from manufactures,
retailers & other business peoples
• Later, IAA found difficulties to compete with British agencies
• Alliance Advt. Association, Publicity Society of India, J
Walter Thompson etc

10. MODERN ADVT.
• During the inter-war years Indian agencies too sprang up
• Modern Publicity Co. in Madras, Calcutta publicity (1924),
Oriental advertising Agency in Tiruchirapalli (1925) started
• British agencies launched their braches in all the cities
• Advt. agencies to exploit advt possibilities on trams, kiosk &
other outdoor media
• In 1945, Advt. Agencies Association of Indian (AAAI)
established
• ABC (1948) helped to bring some order to Advertising field

11. MODERN ADVT.
• The Audit Bureau of Circulation gave some credibility to the
claims of N.P.
• Post-Independence, introduction of multi-colour printing
witnessed the growth
• Advt. agencies began to offer many more services
• Indian society of Advertisers (ISA) formed in 1951
• Expansion of TV broadcasting & Cable TV services gave a
boost in 1990s

12. MODERN ADVT.
• Market researchers & Readership surveys led further
professionalization
• IRS & TRP measurements to provide advt. with data
• Computer technology assist media planners to work out
• Indian advertising industry growing 15-20% per annum
• Indian advertising was a two billion rupees industry with
around 1200 agencies.

13. TYPES OF ADVT.
• Product/service and institutional advertising
• Classified Advertising
• Public Service advertising
• Industrial advertising
• Corporate or Institutional advertising
• Financial/ Hospitality and Political advertising
• Outdoor/Out of Home (OOH) Advertising
• Online advertising
• Mobile advertising

14. PUBLIC RELATIONS
• It is a communication technique
• Frequently used to dealing with employees, trade unions,
trade associations and home people
• Most wider spread method is House Journals, bulletisns,
letters, emails, sms, blogs and meetins
• For external people-Press releases, PC, direct mail,
company websites, social networks, exhibitions,
sponsorship, event marketing, viral marketing etc
• PR department is to ensure a streamlined comm. system

15. EHICS IN ADVT.&PR
• Advertising Standards Council of India (ASCI) and Society
of Indian Autimobile Manufactures drafted guidelines
• ADVT. should not
Portray violation of traffic rules
Show speed maneuverability
Show stunts or actions in normal traffic
conditions

16. EHICS IN ADVT.&PR
• PRCAI established seven firms: moral & cultural
achievements
• To establish free flow of information
• To secure the confidence of internal & external people
• To observe the professional duties
• To pay due regard to human dignity
• To establish moral, psychological & intellectual conditions
• Subordinating the truth

17. THANK YOU