Evolution of AdvertisingIn India.

Advertising!

Advertising (& PR) and the Business &

Technology sector are inter-dependent.

Intro.

An advertisement is thus a public

announcement with a awoved purpose- not

so much to inform us, to persuade the

public to buy a product, service or an idea.

What is an Advertisement?

History.

History of Advertising in India.

To Advertise,

meant merely to

inform

Advertising in the

Early Twentieth Century

Two main important Events-

● Swadeshi Movement (1907 - 1911)

● Installation of the first Rotary Linotype

Machine (1907) (Statesman- Calcutta)

Advertising in the

Early Twentieth Century

Advertising in the

Early Twentieth CenturyThis pioneered the installation of large scale printers all around India which led to the production of

cheap newspapers with a large national circulation. The Indian Advertising Agency was the first

Indian Ad Agency( it still is going strong presently). Followed by The Calcutta Advertising Agency

(1909) & B. Dattarams (1915)

But Indian ad agencies had a hard time competing with major british agencies like the

Alliance Advertising Associates, D.J Keymer(presently known as Ogilvy, Benson & Mather) and the J.

Walter Thompson (presently the Hindustan Thompson Associates), who catered to the needs of

affluent British and Indian Elites Living in metropolitan cities.

Also, In this time, Ad Agencies stopped being just space selling agencies, but also offered

Production and Media Services.

Inter War YearsDuring the war, press advertising was exploited to raise fund for war efforts. This thought the Indian

professionals in advertising how to motivate the large sections of the Indian population.

Outdoor advertising gained popularity as it reached out to far more of the people when compared to

press advertising. In 1926 Mr I.S Taylor set up the publicity society of India to discuss the possibility of

advertising on Trams, Kiosks and other outdoor means. In 1931 the first full fledged Indian ad agency

was established- The National Advertising service. In February 1939 the Indian & Eastern newspaper

society was formed. This caused the newspaper to standardize the advertising agency practices. They

put forth the necessary qualification and experiences bars for a advertising agency. The IENS sought

to foster better publisher-agency relationships.

In 1945 the advertising agency association of India (AAAI) had been established followed by the

establishment of the Audit Bureau of Circulation (ABC) in 1948. The ABC gave credibility to the claims

of newspaper regarding their circulation.

Post Independence

AdvertisingAfter the world war and India attaining its Independence, the British owned agencies were sold to Indian

Businesses, However some retained their affiliate status to their main branches in London.

During independence, The advertising business was well on its way to growth and

expansion. The partition hadn’t had any affect on it. The introduction to multi coloured printing, Improved

printing methods and development of commercial art boosted the ad business further. Agencies then

began offering other services like art work, Organizing fairs, Market Research and Public Relation

consultants.

Many advertising Establishments and clubs were founded during that period. The

phenomenal growth of media, especially television and cable had given a boost to indian advertising.

Market researches and readership surveys led to further professionalization of the businesses.

• The dawn of Indian advertising was from the beginning

of Hawkers.

• Ads first started in print

• Major ads were that of retailers

• the last 10-15 years had witnessed a great boost in the

Indian Advertising agency

• The emergence of new media gave an exponential

outburst of digital media led by the popularity of

Internet users.

Present Scenario Of Advertising

• Advancement of Indian Advertising after the entrance

of MNC’s.

• India becomes the favourite market for big

corporations.

• The current scenarios fragmentation of the audience

or consumer

• Indian family has evolved and had developed a distinct

behaviour in buying and selling

• Presenting new products at home channel and outdoor

advertising.