The document outlines the history of advertising from its origins around 200 years ago to its development in India. It traces the growth of advertising through key eras such as the 1700s with the rise of newspapers, the 1800s with the development of space brokers and agencies, and the 1900s with expanded use of new media like radio and television. In India, advertising grew from a focus on imported goods pre-1947 to expanded domestic production and investment in the market between 1947-1977 to a phenomenal increase in advertising revenues from 1977-2000 with the introduction of color television.

1. History of Advertising

2. Origin & growth of advertising in
the world
 Not used untibbbl about 200 years ago
 The upsurge in advertising came after the
development of printing in 1450’s
06/27/12 07:18

3. 1700’s
 In 17th century, newspaper started
appearing in various part of the world
 Newspaper advertising began to develop
 First newspapers had the large numbers
of ads
 At the end of century, great number of
commercial newspapers were published
in Europe
06/27/12 07:18

4. 1800’s
 Around 1840, several people were selling
space in newspapers in New York &
other cities
 Space-brokers, who later on developed
into ad agencies. Came into existence
 Competitive advertisement came into
existence later in 18th century
06/27/12 07:18

5. Cont’d….
 Advertising marked a great expansion
 1840’s manufacturers began using magazine ads
to reach the mass market
 In 1841, in the USA the first advertising agency
was started
 In 1871, Bates set up the 1st ad agency in US
which offered “creative services”
 1888, the first ad journal Printer’s Ink was
launched in US
 1893 Coca Cola registered its trademark
06/27/12 07:18

6. Development of modern advertising
 America are the forerunners of this but it has
its root in England
 Industrial revolution plays an important role
 After World war 1st, the era of salesmanship
arrived
 In 1920, radio emerged as a powerfull ad
medium
 Great depression came in 1930 due to wars
06/27/12 07:18

7. Cont’d….
 TV broadcasting was introduced in 1941 at the end
of world war 2nd
 The period between 1940’s-50’s was the period
where consumer started improving their standards
of living
 In the 60’s image era started
 In the 90’s comparative marketing appeared
06/27/12 07:18

8. History of Indian Advertising
06/27/12 07:18

9. Pre Independence
 Press advertisements – largely imported
goods which had reached Indian shores.
 Dattaram , the first agency , was found in
1905. it released the first ad for West
End Watch Co., Mumbai in 1907.
 In 1920, the banner ad was put on trams.
06/27/12 07:18

10. 1930’s
 The talkies and radio emerge as media.
1940’s
 2nd World War
 Famine
 Fight for Independence
 In 1941, Leela Chitnis became the first
Indian film actress to endorse Lux soap
06/27/12 07:18

11. 1950’s
 Industrial revolution in the Nehruvian era
 Burmah Shell propagated kerosene by
advertising on Vans
 Cinema advertising began
 In 1956, Kolkata gets the privilege of India’s first
ad club
 In 1957 government launches Vividh Bharati
 Leading ad agency - Press Syndicate
06/27/12 07:18

12. 1960’s
 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
06/27/12 07:18

13. Cont’d….
 MRI (Market Rating Indices)
 Shop Audits
 National Readership Survey(NRS) I and II
 Creativity was emphasized
 Photography find increasing use
 Social marketing
06/27/12 07:18

14. 1970’s
 Media boom
 Special magazines
 2nd Asian Advertising Congress at New
Delhi
 Lifestyle studies, positioning
 Rural marketing
 In 1978 India's first TV Commercial goes
on air
06/27/12 07:18

15. 1980’s
 Indianisation of western advertising
 Public sector advertising
 Expansion and diversification of agencies
 Aug 15th 1982 – Colour TV introduced
 Radio commercials introduced(1982)
 NRS III by IMRB
 Colour Printing more popular
06/27/12 07:18

16. Cont’d….
 Regional broadcasts, expansion of radio
 Formation of Indian chapter of
International Advertising Association
 Formation of Advertising Standards
Council of India(ASCI)
 Concept of sponsored programmes on
TV
06/27/12 07:18

17. 1990’s
 NRS-IV ( 2 surveys – ORG and IMRB-MARG)
 Niche magazines
 Emphasis on Direct marketing
 Satellite TV(1991)
 CNN – 1st channel to be beamed to India
 Star bouquet
 Zee bouquet(1992)
 DD Metro to counter satellite channels
06/27/12 07:18

18. Cont’d….
 DD Audience surveys
 Movie channels and pay channels
 FM Radio
 Emphasis on Brand Equity
 Internationalization of Advertising
 NRS V-VI & IRS survey in 1997
 Consumer Tracking and Satisfaction studies
06/27/12 07:18

19. 2000
 Internationalization of domestic agencies
 Net Advertising
 The role of the advertising agency –
changing to that of a marketing consultant
06/27/12 07:18

20. Different Stages Of Advertising
In India
 1st stage (1900-1947)
◦ Advertising products originated abroad
◦ Minimal Indian production
◦ Economic growth was negligible
◦ Investments in market was very low
◦ Most indigenous products are comodities,
required no advertising
06/27/12 07:18

21. 2nd stage(1947-1977)
◦ India started on the path of self-reliance
◦ Press commission in 1953
◦ Total spent on ads in India was Rs.5 crore
 3.5 crore on print ads
 1.5 crore on hoardings
06/27/12 07:18

22. 3rd stage(1977-2000)
◦ Second press commission, 1983
◦ At this point, ad revenues touched Rs200
crore
◦ Increase in revenue was phenomenal, almost
40 times
◦ 1982 was a trademark year because colour
TV came in, changing the Indian lives
completely
◦ TV reached to 70 % of the Indian people
06/27/12 07:18