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
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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
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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
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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
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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
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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
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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.
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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 2/4/2023 2:38 AM
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
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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
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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
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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
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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
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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
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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
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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
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19. 2000
Internationalization of domestic
agencies
Net Advertising
The role of the advertising agency –
changing to that of a marketing
consultant
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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
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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
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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
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Notas do Editor
Nirma
NRS-----National readership survey
India’s 1st soap opera HUM LOG is on air.
Nirma offers stiff competition to multinational brands.