1. India’s advertising industries and top 10
advertising companies – Global and India
Presented to: Prof. Shashank Mehra
Presented By: Group – 9
Atindra Kundu
Mrityunjay Das
Sadhana Devi
Shantanu Bera
Som Subhra Das

2. DEFINITION:
 Advertising is the non-personal communication of information
usually paid for and usually persuasive in nature about
products, services or ideas by identified sponsors through the
various media.

3. FUNCTION:
 Stimulates demand.
 Strengthens other promotion mix elements.
 Develops Brand preference.
 Cuts Costs.
 Lower Prices.
 Competitive Weapon.

4. Types of Advertisement Medium
 Electronic Advertising– Radio, TV, Internet.
 Print Advertising– Newspaper, Magazines.
 Outdoor Advertising– Hoardings, Bill Boards.

5. Types of Advertising:
 Surrogate Advertising.
 Proof Advertising.
 Emotional advertising.
 Financial Advertising.
 Gorilla Advertising.
 In Store advertising.

6. History of World Advertising:
 The first advertisement was done in 1472.
 It was a handbook.
 It was printed in English.
 It was an announcement of a prayer book for sale.
 The first newspaper add appeared in the 17th century
offering a reward for finding 12 stolen horses.
 The first advertising agency, VOLNEY B. PALMER, was
opened in Philadelphia in 1841.
 The oldest American advertising agency is J. Walter
Thompson.

7. Entry of other Medium
 In 17th century, classified adds were appearing frequently in
England's news weeklies.
 Later on coloured advertisements appeared in the late 19th
century.
 Radio became a commercial medium in the 1920’s.
 Television became a commercial medium in the year 1950
and still now continuing today by aggressively dominating
the rest of all .

8. Advertising Agency
 An advertising agency is an independent organization set up to
render specialized services in advertising particular and
marketing in general.
 Creates add films/ Designs the print adds.
 Prepare slogans, brochure and logos.
 Also issues press releases for upcoming programmes events, as
well as products.
 Chooses the best media available.

9. History of Indian Advertising
 1800 – Classified Advertising.
Adds appeared for the first time in print in Hickey’s Bengal Gazette (India’s First
Newspaper).
 1905 – B.Dattaram and co. claims to be the oldest existing Indian agency in
Girgaum in Bombay.
 1920 – Enter the first foreign owned add agencies JWT.
 1970 – Concept of commercial programming accepted by All India Radio.
 1976 – Commercial television in initiated. Bombay Deying becomes the First
Colour TV add.
 1990 – marks the beginning of the new medium internet.

10. Pre Independence
 Press advertisements – largely imported goods
which had reached Indian shores

11. 1930’s
 The talkies and radio emerge as media
 Colour movies

12. 1940’s
 2nd World War
 Famine
 Fight for Independence

13. 1950’s
 Watershed years for Indian advertising
 Industrial revolution in the Nehruvian era
 1st survey of the rural market (Wood)
 Burmah Shell vans used for advertising
 Cinema advertising began
 Kolkata gets the privilege of India’s first ad club
 Leading ad agency - Press Syndicate
 National created the Murphy baby

14. 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

15. Cont’d
 MRI (Market Rating Indices)
 Shop Audits
 NRS I and II
 Creativity was emphasised
 Photography find increasing use
 Social marketing

16. 1970’s
 Media boom
 Special magazines
 2nd Asian Advertising Congress at New Delhi
 Lifestyle studies, positioning
 Rural marketing

17. 1980’s
 Indianisation of western advertising
 Public sector advertising
 Expansion and diversification of agencies
 Aug 15th 1982 – Colour TV introduced
 Radio commercials introduced
 NRS III by IMRB
 Colour Printing more popular

18. Cont’d
 Regional broadcasts, expansion of radio
 Formation of Indian chapter of International
Advertising Association
 Formation of ASCI
 Adoption of a new code
 Concept of sponsored programmes on TV

19. 1990’s
 NRS IV ( 2 surveys – ORG and IMRB-MARG)
 Niche magazines
 Emphasis on Direct marketing
 Satellite TV
 CNN – 1st channel to be beamed to India
 Star bouquet
 Zee bouquet
 DD Metro to counter satellite channels

20. Cont’d
 DD Audience surveys
 Movie channels and pay channels
 FM Radio
 Emphasis on Brand Equity
 Internationalisation of Advertising
 NRS V
 IRS survey
 Consumer Tracking and Satisfaction studies

21. 2000
 NRS VI
 CAS
 Internationalisation of domestic agencies
 Net Advertising
 The role of the advertising agency – changing to
that of a marketing consultant

22. Major Add Agencies of India
 Ogilvy & Mather
 JWT
 Mudra Communications
 FCB Ulka Advertising Limited
 Rediffusion DY & R
 McCann Erickson India Limited
 RK Swamy BBDO Advertising Limited
 Grey Worldwide (India) Private Limited
 Leo Burnett India Pvt. Ltd.
 Contract Advertising India.

23. Worlds top 10 Advertising Companies
 Ameredia
 Arnold Worldwide
 BBDO
 Doyle Dane Bernbach
 Goodby Silverstein & Partners
 N.W. Ayer & Son
 Ogilvy & Mather
 Saatchi and Saatchi
 Partnership Advertising
 Wieden+Kennedy

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