BRIEF HISTORY OF ADVERTISING

•The history of advertising goes back to 5000 years including the modern
satellite and internet age.

•Before the invention of printing (AD 1438)by Johann Gutenberg, there were
three forms of advertising.

Signs Town criers

Trademarks
Craftsmen in Traders The system of town criers was present
early times painted In all developed civilizations of the
placed their commer ancient world
individual cial
marks on messag
goods that they es on
crafted rocks
•Advertising as a discrete form is generally agreed to have begun with
newspapers, in the seventeenth century, which included line or
classified advertising.

•Simple descriptions, plus prices, of products served their purpose until

the late nineteenth century, when technological advances meant that
illustrations could be added to advertising, and colour was also an
option.
•William Caxton printed the first ad in English 1525.

•The first newspaper in English came out in 1622 called the Weekly
news of London.

•The first ad offering coffee appeared in newspaper in 1652, followed

by an offering of chocolate in 1657.

•Valney B Palmer was the first advertising agent.

•Most of the growth in advertising has happened after second world warI.

•Western Europe and far east started to compete in world markets and
advertising became an essential part of this new economy.

•Large corporations such as Coca Cola, General Motors and IBM has long
been active all over the world.

•Specialist in market research, sales promotion, public relations started

running the advertising industry during 1950s.

•Two British advertising agencies J Walter Thompson and D J Keymer

were the ones that laid the foundations of professional advertising in India.

•J Walter is now HTA and DJ became Ogilvy and Mather.

•Advertising changes with business conditions, social and cultural times

and technology.
•There are now advertising clubs in all over the metropolitan cities and more than
500 advertising agencies. There are professional bodies that represent the
advertiser, advertising agency and the media.

•The names of representative bodies are-

Indian Society of Advertisers (ISA)

The advertising agencies association of India (AAAI)

The Indian Newspaper Society (INS)

•J Walter is known as the inventor of modern advertising agency.

 Advertising Scene In India

•Hindustan Lever was India's largest advertiser in terms of airtime

volumes on television and Today, the company is still the largest
advertiser, except Hindustan Lever is now Hindustan Unilever.

• Indian Advertising industry has witnessed a prominent globalization.

•With the inception of various divisions, ,the advertising industry has

undergone a sea change. Indian consumer's deepening pocket and
blooming markets for ad-spends have touched new heights in India.

• The Indian Advertising Companies are creating stories and brand

experiences in a way that engages and involves
Top Advertising Companies Of India:
Ogilvy and Mather:
This is one of the leading advertising company in India. This organization
believes that devotion to the brand defines the profile of their company. This
company has offices across the globe. The objective of the company is to
build brands. I t is a subsidiary of WPP Group plc. The headquarter of the
company is in New York.

J Walter Thompson India:

One of the most popular company in the advertising industry is J Walter
Thompson India. Their objective is to make advertising a part of the life of the
consumers. This is also world's best advertising brand with about 200 offices
in 90 countries. This company is the first one to introduce pioneer careers in
ad for women,sex-appeal ads and also produced the first ever sponsored -TV
program.

Mudra Communication Pvt. Ltd:

This is one of the renowned advertising company of India. This advertising
organization was founded in the year 1980 at Mumbai. Recently the Ad
company declared the addition of public relations,rural marketing,events etc.
The head office of the company is in Bombay Area.
FCB-Ulka Advertising Ltd:
One of the best company in India in the advertising arena is FCB-Ulka
Advertising Ltd. In US ,this advertising company ranks third and tenth in
the world having about 188 offices in 102 countries. Their aim is to reflect
the needs of the brand and not the personality of the brand. It has about
500 professionals and no prima donnas.

Rediffusion-DY&R:
This Advertising company of India has made a benchmark in the field of
creativity. India's 5th largest advertising company is Rediffusion. This
advertising agency offers a wide array of integrated pr services for external
and internal communications. The primary strength of the company lies in
the media relations.

McCann-Erickson India Ltd:

The prominent name among the best advertising companies of India is
McCann-Erickson India Ltd. They define work in relation to the impact that
advertising has on the lives of masses. The testimony of the company in
which it firmly believes is the campaign of Coca -cola-'Thanda Matlab Coca
Cola'.
RK Swamy/BBDO Advertising Ltd:
It maintained the record of remaining consistently among the top ten
advertising agencies in India. Established in 1973,this advertising
reached great heights. This is also India's No.1 research company in
the market sector and is fully run by Indians. Brand Equity is an
integral part of the company.

Grey Worldwide (I) Pvt. Ltd:

A significant name in India in the world of advertising agencies is
Grey Worldwide (I) Pvt Ltd. The company is primarily based in
Mumbai and has offices in Kolkata, Ahmedabad, Bangalore and New
Delhi. It is a subsidiary of Grey Worldwide. The company specializes
in advertising and marketing services.

Leo Burnett India Pvt. Ltd :

It has a significant presence in about 96 offices in 10 countries. This
advertising agency was awarded the 'Worldwide Agency of the Year'
in 2004.They are proficient in explaining how a single image is worth
thousand words and can break the barriers of language but not at the
cost of the ad's emotional power.
Contract Advertising India Ltd:
This advertising company of India is one of the leading advertising
agencies in India. It is one-to-one customer lifecycle management
advertising agency. It was founded in 1992 and is situated in Mumbai.
It offers a wide range of services like online marketing and strategy and
many others.
 Role of Advertising in
Marketing Mix
Marketing mix is a major concept in modern marketing and includes
everything That the marketer uses to create a blend that would influence the
demand for its Products or services.

One of the element of marketing mix is promotion which include marketing

activities used to inform, persuade and remind the target market of an
organization.

Promotion involves many activities –

Advertising
Personal selling
Sales Promotion
Direct Marketing
Publicity
Advertising is any non paid form of non personal presentation and promotion
of ideas, goods and services by an identified sponsor.

It is an important element of promotion mix in mot companies marketing

programmes.

It is a very cost effective method to reach a large audience.

It can be used to create images and build symbolic meanings for a company or
brand.
For instance advertising for marlboro cigarettes has used the cowboy to create
and sustain masculine image for the brand and is considered most successful
campaigns in the history of marketing.

Advertising alone never sells products, services or ideas. It helps to sell through
persuasion.
 Types of Advertising

Consumer Advertising- Most non classified advertising is display advertising

and is found in newspaper and magazine pages.
Display advertising is broadly of two types-

National Advertising – Undertaken by marketer of that branded product or

Services which is sold through different outlets in the distribution channel.
This is undertaken by manufacturer.

Retail Advertising- Retailer advertises to encourage patronage by consumers

and build store loyalty among them.

Other types of advertising are

Cooperative advertising
End product advertising
Direct Response advertising
Classified ads
 Functions of Advertising

Stimulates Demand

Strengthens other promotion mix elements

Develops brand preference

Cuts costs

Lower prices

Competitive Weapon
 Benefits of Advertising

Information

Brand Image Building

Innovation

Growth of India
 Models Of Communication

Public Communication

Organizational
Mass Interpersonal
communication
Types of Complexity Contact Feedback Adjustments
communication time
Mass High Low Long Low
Communication
Interpersonal Low High Short High
Communication
Organizational Moderate Moderate Moderate Moderate

Public High Low Long Moderate

Communication
 Integrated Marketing Communication

Integrated Marketing Communications

(IMC) is the coordination and integration of all marketing communication tools,

avenues, functions and sources within a company into a seamless program
that maximizes the impact on consumers and other end users at a minimal
cost.

Without a complete IMC plan there is no integration or harmony between

client and customers.

The goal of an organization is to create and maintain communication

throughout its own employees and throughout its customers.
Integrated marketing communications is more than just an advertising
campaign, the bulk of marketing dollars is spent on the creation and distribution of
advertisements.

Hence, the bulk of the research budget is also spent on these elements of the
campaign.

Once the key marketing pieces have been tested, the researched elements can
then be applied to other contact points: letterhead, packaging, logistics, customer
service training, and more, to complete the IMC cycle.
 Integrated Marketing Communication Plan

Marketing Objectives

Analysis of promotional programme situation

Analysis of communication process

Budget determination

Develop integrated marketing communications

programme Direct marketing
Advertising Sales promotion
PR Personal selling

Integration of communication strategies