Comparison between electronic media and printed media

Comparison between electronic media and printed media Electronic Media has a clear edge over print media even if ‘new media’(for eg. The Internet) is not included in it. Print media is more of a 'habit' with people and still caters to a sizeable population. But electronic media offers a lot of choice to the people, especially to the youth(GEN Y),the largest growing segment of our population and more importantly, has the ability to maintain the pace at which the preferences and demands of the Gen Y changes.The shrinking readership of the print publications perhaps is testimony to the changing media consumption pattern of the people today. Although I don’t see an immediate threat to the print media, more so because it is a centuries old media, yet I believe it definitely is not the media of the future. Moreover, electronic media is visually more appealing and more effective in not only conveying a message but by virtue of being a frequency medium,is also effective in registering it,thus ensuring high brand recall amongst viewers & potential customers. For the advertisers and advertising

agencies,it provides exciting opportunities to experiment with new and innovative ideas which reduces the media's dependence on traditional source of revenue like selling Free Commercial Time (FCT), while broadening their horizons and opening up new avenues for generating revenues through 360 degrees promotional campaigns and by providing interactive business solutions. The lack of such scope for experimentation in Print Media would ultimately affect its revenues in a big way and might as well be the factor which decides its future. Add to it the new media (Internet, etc.) which too forms part of the electronic media today,I believe Electronic Media is The media of the future. What are the differences between print media and online media print media are newspapers ,magazines ets whereas electronic media are t.v. radio,etc. print media is cheaper than the electronic media print media is written so only educated people can read it but the electronic media has audio and vedio ,so the educated and non educated people can use it.

The Difference Between Print Media & Broadcast Media
By Naomi Bolton, eHow Contributor The Difference Between Print Media & Broadcast Media Print and broadcast media supply us with the same kind of information. We get the latest news updates, the latest products on the market and are given the opportunity to enjoy interesting stories. Although print is an older medium, both print and broadcast media have

established a place in society. There are, however, clear differences between the two media that should be noted by both advertisers and prospective journalists.

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Print Media Vs. Broadcast Media What Are Different Aspects of Journalism?

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Sensory Experience

The main difference between print and broadcast media is that the mediums appeal to different senses. Print media is a visual medium only, while radio has audio and television has audiovisual impact. Advertisers use this information to focus on the specific sensory quality of their product fitting to the medium. In print advertisement, a picture speaks a thousand words. For example, in an ad for an automobile, the focus will be on a car's outer design qualities like "shiny" and "sleek." For a radio advertisement the focus will be on how the car sounds and in a television clip there will be more opportunity to tell a more complete story about the car using sound as well as visual imagery to influence the viewer's experience.

Length of Exposure


In a newspaper article, journalists often have the opportunity to provide more in-depth information about a certain event, while a news broadcast has a limited time frame in which information has to be supplied. This substantially influences the article structure, as print media has more opportunity to include detail and description while a broadcast piece typically is a brief summary of accounts. Sponsored Links  Technical Writing Tools Compare Tools Such As Frame, Robo and Flare.


amity. however. Sponsored Links • High quality SEO 85. Only the latest news get broadcast daily.html SEO articles. so the stories have to be fresh. Great Placement-Build a Rewarding Career • Media Agencies Profileswww. With broadcast media.Press relea Article posts. the audience often judges the credibility of a story based on the appearance of the reporter---the tone of Evaluate media agencies' worth. Newspaper articles are thus often more detailed and more informative than broadcast Industry Oriented Syllabi. With print media. clothing and physical characteristics.recma. be a member and get our Reports! . there is a significant difference in how the audience treats the different media. readers choose the information they want to read.761 Romance books & novels get Up to 80% Off + Free Shipping + COD • Career in Journalismwww. as information you read because you find it interesting is often easier to recall than information received involuntarily. Content o The content of news stories differ between broadcast media and print media. the audience is exposed to advertisements and news articles chosen by the broadcaster.or even week-old news and have more opportunity to elaborate on events.o Although the target groups of print and broadcast media could be the same. the reader does not see the reporter so the impression the article leaves will depend solely on the writing style of the journalist.contentyogi. Broadcast journalists have very little time to prepare their story and to get extra information on • Romance Stories Onlinelandmarkonthenet.linkbuilding. This influences the impact of the media. Newspapers. often contain day. Appearance of Reporters o With broadcast media. In print

These days. pamphlets etc. it made it easier for people to know about the happenings around the world through newspapers. But now with the advent of electronic media like Radio. With the invention of paper. Today we have known a lot about those days by seeing the sculptures carved on such stones. facilitate easy understanding. thus making it easy to listen to them even while travelling. he/she would choose the second option since LCDs hurt our eyes. is it really the end of print media? Why Electronic Media? On an electronic media. banners. you can still read news at your fingertips on your mobile phones. You can download a newspaper within seconds from the remotest corner of the world. posters. which have moving images.ehow. Which of these is easier? Reading a 600 page novel on your laptop or holding the novel in hand and reading it while lying on your bed? If a person does not mind shelling out some money. people carved stories on stones and temples. people can listen to radio on even their mobile In olden days.Read more: The Difference Between Print Media & Broadcast Media | eHow. leaflets. screen glare. magazines. even this problem does not exist. which almost every person can afford to buy these days.html#ixzz1qO7YmYnQ Media have always played a major role in our lives. If you do not want to spend money on these costly devices. But these days with the invention of e-book readers. E-book readers like Kindle use paper-like ink display which makes it easier to read books and carry thousands of books everywhere you go. With the invention of Internet. http://www. . television. a person in a different country can read news about his native country just by having an access to a computer or laptop. font size and website layout can seriously affect readability.

Not everyone can read print media and for such illiterate people. the lesser the trees that are chopped off. we still remember Sachin’s ad on TV where he says “Boost is the secret of my energy”. if there was an earthquake or a hurricane somewhere. It is easier to grab people’s attention by showing them a visual or a video than dumping them with a lot of text and few still images. it is easier to search for a file or image on a computer. RSS feeds help us in keeping ourselves up to date with the information available of the net. it is easier to take multiple backups of data and thus archival is easier with an electronic media. Anything that we watch on TV remains in our memory for a longer time. . which they would previously find by browsing in a library. TV would be helpful. Now that the storage is getting really cheap. than searching manually in cupboards. you can instantly watch the damages caused by it on the Television within minutes. Information is available sitting at home to people. This way people can use the electronic media to convey a message to hundreds and thousands of people easily. For example. It is faster than any other kind of media. Also with the usage of various search tools. for example.There are chances that the paper can deteriorate with time and hence the records can get wiped out. Live streaming has helped us in watching tennis/football matches taking place in a different country on TV. Electronic media is more environment friendly – the lesser the paper used. but how many of us remember Boost’s ad that came in the local newspaper? These days anyone can open an account online and start blogging.

The age of an old manuscript found while digging a historical site gives information about the era in which it was written. commenting on information on the Internet. Anyone can anonymously post articles and raise their voices. · · · Information can also be shared via the phones through Twitter. surveys. plagiarism is at its peak these days. MySpace. Sharing Audio/Video through YouTube. LinkedIn. Various contests. Why Print Media? The longevity of written media is much more than the electronic ones. With electronic media. Picasa. whereas a small virus or a bug in the software can erase the most important data needed from a computer. Digital Photos can be shared using FlickR. It is the written media which has made history recordable and accurate. Print media is durable. It is difficult to track the real owner of an article. FaceBook. . anyone can copy any piece of information and present it as his own. There is no means to determine . polls. which is not possible with electronic media.Electronic media these days includes these: · Social Networking sites where one can meet millions of people – FaceBook. . Facebook. Searching and watching videos/news clips/interviews on Youtube. asking/answering questions.

Even if you read a nice article online. both types of media can exist simultaneously and neither of them will perish. depth and also had images which were not shown on TV. what are the chances that you will store it and re-read? Searching for the article will take forever amidst the GBs of data that you have. In areas with frequent power cuts or in the rural areas. there are fewer chances of more people watching an advertisement or a show on a particular channel and hence there is no guarantee about viewership. The information provided by a newspaper is usually more authentic and genuine. because I wanted to re-read later.which of the two websites have authentic data. In a country like India. But I also read about it in detail in the next day’s newspapers. I used to read Indian newspapers online when I was in USA. Print media is local to the city or the region and carries information about the local events like a play being screened in the town or an inter-school chess tournament. can we survive without any one of them? I don’t think so. subscribing to newspapers is cheaper than taking an Internet connection. The newspapers had the information in greater detail. According to me. Electronic media depends mainly on electricity. On TV. the quality of news is deteriorating these days because of the competition between the channels. These days many print media are also available in electronic forms. Watching the video of the destruction live is better than visualizing it with a few photos in newspaper. TV is a very popular media these days but with so many channels available to watch. When Tsunami attacked. Anyone can buy it since it is cheaper and available in the remotest of the villages. whereas a family which subscribes to a newspaper would definitely go through it on a daily basis. It is easier to locate a piece of paper in your drawer than locate a file among the 120 GB data that you have on your hard disk. I saw video clips on the TV. Rumors and lies circulate all over the Internet and hence the legitimacy of the information becomes questionable. I read Stanford commencement speech by Steve Jobs and I liked it so much that I took printout of it and kept it in my drawer. it is not a viable replacement for newspapers. Even though both kinds of media have their own pros and cons. Print media is easily accessible and widely read. But I also liked reading the local . They try to sensationalize the news unnecessarily in an attempt to increase viewership.

they tend to be fairly expensive and they are produced weekly or monthly rather than daily.newspapers there which came in the print media format. yet remain independent of each other. which is preferable since the message can be read many times over. However. an advertisement can reach many people within a particular area. Difference in Print Media Vs. Read more: Difference in Print Media Vs. The ads are easily coupled to telephone numbers and locations and hence responses can be easily rated. Television Advertising | eHow. have better print quality and often feature Print Media o This group consists primarily of newspapers. Magazines can be used to target specific audiences. Television Advertising By Maryam Kidwai. Print media and television advertising are two different forms of advertising platforms that have evolved greatly with the advancement of technology. This is because they are both widespread and entail the visual aspect that enables them to reach target groups effectively. Yellow pages are widely used to look up telephone numbers and thus the ads therein are generally cheaper. Also the advert space is higher in cost compared to that of newspapers. magazines and yellow pages. Print media has been around from so many centuries and the reason why it has survived for so long is the reason why it will not die in the future.ehow. We must not compare these two forms of media as they both have their own importance. eHow Contributor Magazines feature print advertising. the advertising space is expensive and ads compete with several others on the same paper. . http://www. among others. With newspapers. Both of these have capabilities to promote businesses to higher levels. However.

the primary differentiating factors when choosing one or the other are cost. TV Advertising Considerations o Several factors should be considered while using TV as a medium of advertising. The high costs accrue from the creativity involved. Sponsored Links  Indian Romance Books 85. Effectiveness of Print Media o o Print media easily penetrates over 50 percent of the local market. Ads on television are often considered a nuisance. time to reach the masses.761 Romance books & novels get Up to 80% Off + Free Shipping + COD landmarkonthenet. Many television viewers tend to change channels when ads are being aired. The ad gets to the masses unchanged thus becoming seemingly permanent. Reaching people in a short amount of time is both an advantage and disadvantage. Therefore. The temporary nature of advertising on television requires the advertisement to be aired several time. . and permanency of the ad in the viewers' or readers' minds. but as part of everyday reading. production costs and the amount of airtime. The ability to combine visual and audio communication makes it a very attractive advertising medium. misses it completely and vice versa. Print media ads are not viewed as an interruption. These include the number of television stations in the TV Advertising o This is a powerful tool that has the ability to reach a mass audience at a national level.the ads are not as colorful and they tend to be cramped into the small spaces. although the high cost may be prohibitive. the number of people watching a particular station and the television viewing mannerisms. Whoever misses an ad. and so creativity has to be at its peak for ads to work on TV. Overall Assessment o Both print media and television advertising have the potential to reach the masses and influence their opinions and buying habits.

but TV reaches people of all ages and expands the advertiser’s coverage area.html#ixzz1qOA1GZ65 Newspaper Advertising vs. Still. TV Advertising Television advertising is a prominent source to reach the masses for an advertiser. Television Advertising | eHow. Newspaper advertising is still the most effective media for businesses in your http://www. A great example of the power of television advertising happens every couple of years around election time. The market penetration is not as large within the newspaper’s trading zone. We get sick of seeing the politicians bashing one another on every TV station we turn to (especially those of us who sell newspaper advertising). Political advertising dominates the local TV stations. Many advertisers view television as a viable advertising media that drives new customers to their front door. The viewing audience is spread between too many stations to have a . while politicians light up the airwaves with TV advertising.Read more: Difference in Print Media Vs. Local television stations reach out beyond the normal circulation area that most newspapers reach. Statewide and national election campaigns spend most of their budget on television advertising. but does not provide strong penetration within any local demographic group from a single Comparing TV Advertising with Newspaper Advertising Advertising on a television station generally reaches a broad audience.

. They often can’t watch the local TV station unless they change over to their antenna system. Those small satellite dishes are popping up everywhere. The advertising message can be completely told (and understood) using the newspaper without the fear of changing the channel every time the advertisement appears. Here’s an interesting tidbit. How Many TV Stations Are In Your Market? Even in small markets. Most Satellite systems do not offer access to local television stations. on the other hand. This is especially powerful when someone from “Timbuktu” comes in the front door of the advertiser and tells them they saw the ad on TV. Larger market cable providers offer 70 channels. They get a feed for NBC. This is a strong factor in the power of selling television advertising. Consumers are more likely to tell the advertiser they saw the ad on TV than they are to tell them they saw the ad in the newspaper. CBS or whatever from national broadcast feeds. Rural cable television markets bring at least 30 different channels to customers. Newspaper advertising. penetrates the local market by reaching 50% and more of the primary local market. Offering 200 channels in their lineup the viewer spends more time changing channels to find a show to watch than they do watching any channel. today’s television viewer has a broad choice of channels to watch. The cost of satellite TV has dropped significantly to become competitive with cable TV providers.widespread reach in to any segment. Satellite Television is becoming a stronger force in both metro and rural markets.

microwave or source other than standard broadcast antenna reception. Who is watching TV for 8 hours? How many of those hours are spent in front of the tube by Dad? How much by Mom? How much by teenagers watching MTV? How much by young children? The numbers may be correct. Even during prime time viewing on a top rated show. 65% of all US households subscribe to cable TV. we basically go to work. but this puzzles me somewhat. but the quality of the desired target viewer watching channels that have local advertising may be substantially less than 7 ½ hours a day. what this report does not indicate is how the viewership is broken down. How Many People Are Watching Cable or Satellite TV? According to the Harris Poll. In Canada. If we break our day up in thirds. household has the TV on 7 hours. Another 9. How Many People Are Watching Their VCR? Video Rental stores are churning out more than 80 million videos or DVDs each week.7 hours each week. 26 minutes a day. The average Canadian household watches TV for 22. the Statistics Canada and Bureau of Measurement determined that 76% of households subscribe to cable. These are just rentals . That is an average of 1 video rental per household. That is still rising despite increased Internet use.How many TV stations are in your market? The answer is lots of them. watch TV and go to bed. However.3% of households get their TV signal from Satellite. dish.S. Show this list to the advertiser and let him determine how many households in the local viewing area are watching his commercial when it airs. probably no more than 10% of the households will see his commercial. Most people I know don’t have that simple of a life. The most effective way to present this to your advertiser is by creating a list of stations available on cable and satellite. Nielson Media Research claims that the average U. (Most other reports claim TV viewership is declining due to increased time on-line) I don’t usually question research results.

Cinemax. This doesn’t do a lot for TV viewer advertising retention. HBO. Commercials are annoying and interrupt the entertainment. the switch is on. What Channel Do They Watch? . One of the key elements in remembering a commercial is watching it. each charging a premium for their commercial free viewing. Television Viewing Habits An article in Newsweek magazine described television viewers as “switchers. The only commercials you see on a video rental is a commercial for all of the upcoming movies that will be in theatres soon or available on DVD or tape. Encore. They watch TV to be entertained. The key element is when the switchers hit the last channel recall button.and do not include the large market of videos and DVD that are purchased. homes for sale or the best deal on a used car.” In a study published by Newsweek. Showtime. That is the time to go to the bathroom. They don’t watch TV to find sales on groceries. The average time spent watching a video rental is slightly less than 2 hours. they reported 43% of television viewers watch 2 or more channels at a time. A television commercial is an interruption. get a snack or switch the channel. People watch television for entertainment. the Movie Channel and others have grown to have multiple versions. Of those “switchers.” more than half watched 3 or more channels. Commercial free television has grown over the past ten years proving the issue that people are willing to pay for premium television without commercials. When the commercial comes on. PBS has been commercial free and viewer supported for many years.

Breakdown the Numbers Let’s try and figure out how many qualified buyers from households in your primary market will see an advertiser’s commercial on the local TV station. the sports. they don't watch for the advertising. CBS. . It is always better to give than receive. Often. Another “prime time” thief is the movie theatre. Newspaper readers are reading your paper to find out what is going on around town. the refrigerator doors open and the pop-tops make that refreshing sound.15 years ago we didn’t have much of a problem deciding which channel to watch. Typically. Today. This is often the time they hit the last channel recall button on their remote to find more entertainment instead of watching (6) 30-second spots at a commercial break. we had a choice of an NBC. How many video rental stores dot the landscape in your city? The average household rents one video a week. Why Are They Watching TV? Why do people watch TV? Certainly. A commercial is an interruption to their entertainment. but an important part of the everyday. This is the time when the button pushers come out. But the viewing choices don’t stop there. the movies. Generally they watch this video during “prime time” instead of choosing a network TV reality show. The advertising is not an interruption in the paper. They expect to find not only the news reports of what has happened recently but also what is going to happen. it depended upon the strength of the signal more than the quality of the program that determined which channel we watched. Record numbers of people are going to the show. the music or the talk shows. They watch for the news. We are going to make some assumptions but we will be generous on our guesses. each featuring hit movies showing at 7 PM and 9 PM. It is an aggravation. we have a choice of 30 to 70 cable channels or 200 channels on the Dish network. Today’s cinema offers 6 to 10 theatres. They look for this information in both the news articles and the advertising. readership. ABC or PBS station to watch. or every week. The toilets are flushing.

Disney. Let’s figure that 10% of those viewers are going to be watching non-commercial television. ABC. 9. HBO. These would include PBS. That brings our total down to 50. Wow! If we did that poorly in the newspaper business wouldn’t you wonder why we would bother? Let’s suppose that 60% of the viewers (30. When we deduct video rentals we are down to 56. If we split those viewers equally between the major stations. Some stations will have more. Let’s assume they see 25% of the commercials.162.607 households as their market share during peak time. NBC. This math is going to get a little complicated but taking the switchers into account seeing 25% of the commercials that reduces our overall viewer total to 60. That leaves us 88. If you have 30 stations in your market.000 households that the “average” station has just 1.900 households don’t have a television set in their home.800 households with possible local television exposure.If your market has 100.430) left are watching the 4 major networks (CBS. the average TV channel has 1.000 to 3. We can probably deduct another 2. . Major television stations reaching 7.6% of the households in the market. each station would average 7.691 households viewing their station! Half of the stations will have less than that. you can assume that 1.000 for theatregoers.717.352 TV viewers. 43% of those viewers are switchers and seldom watch local station’s commercials. and FOX). but remember we are being generous. Can you imagine that in a market of 100. Encore or one of the others.000 households. We won’t deduct anything for the theatre.691 households viewing at any given time. and some will have fewer viewers. We can’t just discount all of those viewers. even though they are not likely to watch very many commercials.300 watch satellite or dish TV and don’t have access to local programming and commercials. This is probably a very low estimate but we are being generous.

287 households split between CNN. Your market penetration will look awesome compared with even the best TV station. memorable images and jingles with word-ofmouth viral activity. Ask the customer where his primary trading zone is. Advantages are an ability to reach a large audience quickly. Sponsored Links  Learn Trading Online Become A Professional Forex Trader We Cover your Losses for 30 Days! www.This leaves the remaining 20. TNT. and when well-executed. MTV and 20 or so other stations. How many households does your paper reach within that trading zone? Compare the reach of the households with the advertiser.000 households. ESPN. TBS.000 households. How many households are in that zone? The top TV station likely is reaching less than 10% of those households. infomercials and sponsorships. Some of these stations may have as few as 200 TV viewers in a market of 100. Imagine how good it looks against a cable channel that is reaching less than 500 channels in a market of 100. Print Advertising Pros . TV Advertising Pros o TV advertising includes local ads.4xp. national ads. TV Advertising Cons o o However. TV ads are expensive to produce and require a substantial media buy and consistent presence to make an impact.

If you have a wide audience. consider what type of target market you are aiming at. using television ads might be better because TV reaches a wider http://www. using television may provide you with extra tools that you can . newspapers can be more effective. circulation is decreasing for many publications.ehow. Read more: TV Vs. If you want to zero in on a particular segment in your local market. television works better to identify and build a brand.o Print advertising includes newspapers (local and national). direct mail and phone books. and magazine ads require substantial lead magazines (local. Extra Effects o Depending on what type of message you are trying to get across in your advertising. whereas print offers flexible solutions to target specific audiences. loyal audiences. Print Advertising Cons o On the down side. while newspaper graphics are often poor quality. and offer coupons for increased measurability. You may have a wide target market that is spread out geographically or you may have a very small target market in a particular area. Print is generally more affordable than television advertising. Summary o While both TV and print ads can be effective. Print Advertising | eHow. regional and national). and allows businesses to reach narrow.html#ixzz1qOAyglkY Reach of Message o When deciding what type of marketing to pursue.

o use to your advantage. it will charge more for it. you can only stimulate your customers visually with a stationary Getting Your Customers Attention o With both of these methods.4xp.html#ixzz1qOB8LusS . Read more: Television Media Vs. you have the advantage of using movement and sound. you have to find programs that your target market might be interested in. If you are advertising in the newspaper. based on where your customers are the most likely to look. With a print ad. With television. you also have to pay a production company to help create your commercial for you. Sponsored Links  Learn Trading Online Become A Professional Forex Trader We Cover your Losses for 30 Days! www. Put them in a position that they will be most likely to be viewed. Cost o When choosing between these two methods of http://www. a television advertisement will cost more than a newspaper ad. If you use television. Print Media in Advertising | eHow. take into consideration the cost involved. choose the proper section of the paper to place your ad. Besides the cost of the ad space Most of the time. While the television station might help you with this.ehow. Using these extra dimensions could help you create more interest in your products and services with the viewing public. it is much simpler to create a visually appealing ad for less cost. With newspaper advertising. you have to be careful about how you go about placing your ads.

Requirements of Print Advertising Vs. Writing has to be clear. Print: Graphic Design o Captivating graphic design can make the difference between success and failure in print advertising. The art of written persuasion is utterly different than the techniques that are needed on television. Things that might result in increased sales in one medium may be ignored in another. color and effective interaction of the design with the accompanying advertising text. In writing. Different kinds of advertising require different approaches to be effective. Televised Advertisements By Jagg Xaxx. without inflection. there is no movement involved in the advertisement. Print Media in Advertising How to Save Money on Radio Advertising Print this article Print: Convincing Copy o Print advertising features persuasive text written by advertising professionals to convince readers of the value of their product. eHow Contributor Print and television advertising each have their advantages. It's very easy to simply turn the page of a magazine or newspaper. Print advertising sometimes uses . Other People Are Reading • • • • • • Television Media Vs. compelling and able to catch the attention of the reader in a very short time. Unlike television. Snappy written copy that will catch a reader's eye in a magazine would look ridiculous being scrolled up the screen of a television. words stand on their own. The only thing that written advertising text has to help it do its job is page layout and still pictures. This can be done through shape. so the graphic designer has to create a vignette that will convince the buyer solely through a single image. dramatic movement or sound.

Ronald McDonald. Televised Advertisements | eHow. Convincing actors who don't irritate the audience are critical to the success of a television advertisement. .com/India Television: Actors o Most television advertisements feature live humans trying to sell a product. Advertisers can use sound for spoken pitches. Read more: Requirements of Print Advertising Vs.html#ixzz1qOBbb6yn The first newspaper in India was brought out by an Englishman James Augustus Hickey in 1780 who was stationed at Calcutta. The Pillsbury Doughboy and Earl are some examples of fictional characters who serve as the public television face of a company. The paper was brought out on Saturdays and was first called the Calcutta General Advertiser or Hickey's Bengal Gazette. which is an effective but expensive means of getting the reader's attention.o interlocking advertisements on successive pages. Some companies create characters that are part of ongoing campaigns who appear in many successive ads. Advertisers labor over each second of a commercial's soundtrack to ensure that they are maximizing its effectiveness in the minds of the consuming http://www.ehow. either real people endorsing a product or actors playing roles that involve the product. engrossing music or sound effects that emphasize the sizzling deliciousness of bacon or the indestructible thump of a new truck door. Television: Sound o The inclusion of sound makes the world of television advertising fundamentally different from print. These characters help consumers to feel a personal relationship to the Sponsored Links  Learn Trading Online Become A Professional Forex Trader We Cover your Losses for 30 Days! www.

domestic services. Hickey decided to take on advertisements or ads. By the 1920s. Most medicines then were grandma's recipes.J. In stepped B. For instance. India's first advertising agency. set up during World War I (1914-18). the agency for General Motors in United States) and D.Publishing a newspaper is an expensive business as Hickey realised to his cost. electronic items. It didn't take long for others to notice that Dattaram's cash registers were ringing. The . came much later. Whiteways & Laidlaw or the Army and Navy Stores also advertised and these were basically targetted at the British and European settlers who were already familiar with mail-order purchases. Hickey's paper was the first to carry such advertisements but these were mostly from 'patent' medicine manufacturers. other agencies like Gujarat Advertising and Allied Advertising had come up. to fill up this vacuum. etc under these headings. The first truly multinational agency was J Walter Thomson (JWT) set up in 1926. The first expatriate (foreigners settled in a country) ad agency was Alliance Advertising. today's newspaper carry sale of autos. or were concoctions made by so called 'doctors' and were thus sold (patented) under their own names. Mumbai. Subsequently. It took nearly 120 years for someone to discover that companies and individuals needed help in framing catchy copy (text of the advertisements) to attract customers and a right magazine or journal to address the right audience. pets. The concept of chemists or druggist shops as we know today. Stronach (then. L. These became the forerunner of today's classified advertisements in newspapers.A. Dattaram's. The earliest ads consisted of simple messages 'classified' into different categories for easy reference with a mailing address from where they could be ordered. A few large retail stores like Spenser's (in Chennai). He was losing money faster than the newspapers came out of the printing press. from Girgaum. To make ends meet. Keymer opened up in India.

has remained unbroken for 68 years. the tin was designed as were different pack sizes. This later turned into an independent agency called LINTAS (Lever's International Advertising Service). a van with a huge round tin did the rounds in the metro cities of Mumbai. of LINTAS. However. and Hindustan Thompson Associates Limited (HTA. by LINTAS that truly turned brand naming on its head. it was the marketing campaign in 1939 for a vanaspati (cooking fat) brand called Dalda. However. most of the top film heroines have appeared in testimonial ads for Lux. It finally changed name to Ogilvy & Mather. France and an Indian. Today. a brand name has become generic with photocopying services). Lux was sold as a beauty soap of the film stars and in 1941 roped in film actress Leela Chitnis to model for the ad. Very few of the innumerable advertising agencies can boast of a long agency-client relationship. Among the first foreign brands to Indianise themselves was Lux and Pears toilet soaps. The agency has also been handling Air India's (international air carrier) Maharaja campaign from 1953! Today. a multinational consumer product company had also opened its Indian office that had its own in-house advertising department. Conceived by Harvey Duncan. Arun Nanda (chairperson of Rediffusion DY&R). One of India's foremost film directors. with its yellow label and green palm tree. Saridon ke Saathi and Bournvita Quiz Contest.A. smaller agencies began to disappear or got merged with larger ones. soon became a generic name for vanaspati (just as Xerox. In the 1950s. Delhi and Chennai. was at one time employed here as a designer and illustrator. the association with health food brand 'Horlicks'. The first Indian advertising agency to offer both creative work as well as space selling was Sista's Advertising and Publicity Services set up by Venkatararao Sista in 1934. All India Radio accepted commercial ads in the middle 1970s when their 'Vividh Bharati' channel took on sponsored programmes like Binaca Geet Mala. As an advertising gimmick. the Calcutta branch of Keymer was taken over by its employees in 1955 and they named it was hired to look after General Motors' Indian interests in the country. India is definitely a country to be reckoned with in terms of advertising with agencies winning awards at the International Festival at Cannes. . With the arrival of ad agencies with global branches. previously J Walter Thompson). However. Stronach became Norvickson Advertising while Keymer was taken over by Benson into one of their companies called BOMAS. Dalda. Calcutta. even being on the panel of judges. L. Satyajit Ray. commercial advertising on radio began with Radio Ceylon (now Sri Lanka) and Radio Goa. Lever.

India's first newspaper (weekly).) launches Gold Flake . 278967). ornate fonts. more fancy. larger ads Newspaper studios train the first generation of visualisers & illustrators Major advertisers: Retailers like Spencer's. Ltd.ITC (then Imperial Tobacco Co.B Dattaram & Co claims to be the oldest existing Indian agency in Girgaum in Bombay 1912 .18th Century Concrete advertising history begins with classified advertising Ads appear for the first time in print in Hickey's Bengal Gazette. The 1900s 1905 . Studios mark the beginning of advertising created in India (as opposed to imported from England) Studios set up for bold type. Army & Navy and Whiteaway & Laidlaw Marketing promotions: Retailers' catalogues provided early example Ads appear in newspapers in the form of lists of the latest merchandise from England Patent medicines: The first brand as we know them today were a category of advertisers Horlicks becomes the first 'malted milk' to be patented on 5th June 1883 (No.

LA Stronach & Co (India) Pr. Madras 1926 .LA Stronach's merges into today's Norvicson Advertising .American importers hire Jagan Nath Jaini.BOMAS Ltd (Formerly DJ Keymer & Co Ltd) set up 1929 . Tata Publicity .D J Keymer gives rise to Ogilvy & Mather and Clarion 1925 . Lahore. Ltd formed Indian agencies.Gujarat Advertising and Indian Advertising set up .Beginning of multinational agencies .J Walter Thompson Co Pr.LR Swami & Co.J Walter Thompson (JWT) opened to service General Motors business 1928 .Expatriate agencies emerge: Alliance Advertising. National today is still run by Jaini's family . then advertising manager of Civil and Military Gazette. Bombay starts .1920s .Agency called National set up for American rather than British Advertisers . Ltd. foreign advertising in the thirties .Enter the first foreign owned ad agencies .

Ahmedabad set up 1941 .the first major example of a brand and a marketing campaign specifically developed for India . Ltd. Calcutta established 1936 . Kanpur begins operations .National Advertising Service Pr.Studio Ratan Batra Pr. Bombay set up . Ltd.Jayendra Publicity.Lever's advertising department launches Dalda .Navanitlal & Co.Indian Publicity Bureau Pr Ltd. Bombay set up Indianising advertisements in the forties 1940 .. Kolhapur started 1939 . Ltd.1931 .The Press Syndicate Ltd. Calcutta formed 1934 .Universal Publicity Co. Bombay established .Indian Broadcasting Company becomes All India Radio (AIR) 1938 .Venkatrao Sista opens Sista Advertising and Publicity Services as first full service Indian agency 1935 .Krishna Publicity Co Pr.

Bombay set up .RC Advertising Co. Bombay formed 1943 .Lux signs Leela Chitnis as the first Indian film actress to endorse the product . Ltd.Hindustan Thompson Associates (HTA).Swami Advertising Bureau. Calcutta formed . Ltd.Green's Advertising Service Agents. Ltd.. Ltd. Madras set up . Calcutta established 1944 . Bombay set up . Bombay started 1945 . Ltd.Eastern Psychograph Pr. coins the Balanced Nourishment concept to make Horlicks more relevant to India .Grant Advertising Inc. Sholapur started 1948 . Bombay comes into existence .Efficient Publicities Pr.Advertising & Sales Promotion Co (ASP). Bombay established 1947 ..Tom & Bay (Advertising) Pr..Phoenix Advertising Pr. Poona begins operations in India 1946 .Ranjit Sales & Publicity Pr.Everest Advertising Pr. the current incarnation of JWT. Ltd. Bombay formed .Dazzal.

Ltd.Shree Advertising Agency.Aiyars Advertising & Marketing. Bombay ..Vicks VapoRub: a rub for colds. Calcutta 1956 .Associated Publicity.Vividh Bharati kicks off 1958 . causes ripples with its entry in the balm market 1952 . Mumbai set up .Corporate advertising in the fifties 1950s . Bombay 1959 .Radio Ceylon and Radio Goa become the media option 1951 .Advertising Club.Express Advertising Agency.India Publicity Co. Calcutta 1957 . Ltd. Pr. Cuttack .Clarion Advertising Services Pr. Bombay .Shantilal G Shah & Co. Bombay 1954 .

Bal Mundkur quits BOMAS to set up Ulka the same year 1962 .Stronach's absorbed into Norvicson .Teesra Rasta enthralls viewers 1963 .BOMAS changes names to SH Benson's . Bombay set up 1961 .Wills Filter Tipped cigarettes launched and positioned as made for each other.Advertising Accessories. Trichur started .Levers toying with giving its brands to other agencies .Creative revolution in the sixties 1960 . Bombay comes into existence .Nargis Wadia sets up Interpub .Government persuaded to open up the broadcast media .Industrial Advertising Agency.Marketing Advertising Associates.Kersey Katrak sets up Mass Communication and Marketing (MCM) 1966 .Lintas heading for uncertainty . filter and tobacco match 1965 .Ayaz Peerbhoy sets up Marketing and Advertising Associates (MAA) .India's television's first soap opera .

First commercial appears on Vividh Bharati 1968 .National Readership Studies provided relevant data on consumers' reading habits 1970 .Nari Hira sets up Creative Unit .India wins the bid for the Asian Advertising Congress 1969 .Sylvester daCunha left Stronach's to run ASP.Western Outdoor Advertising Pvt Ltd (WOAPL) introduces first closed circuit TV (CCT) in the country at the race course in Mumbai .Frank Simoes sets up Frank Simoes Associates The problematic seventies 1970-1978 .1967 . Benson & Mather 1972 . later sets up daCunha Associates 1970 .Benson's undergo change in name to Ogilvy.Concept of commercial programming accepted by All India Radio .Hasan Rezavi gives the very first spot on Radio Ceylon 1971 .

pioneers cable television in India 1982 .Ravi Gupta sets up Trikaya Grey 1976 .Ogilvy.First television commercial seen 1979 .1973 .Mudra Communications Ltd set up .MCM goes out of business .Arun Nanda & Ajit Balakrishnan set up Rediffusion 1975 .The biggest milestone in television was the Asiad '82 when .King-sized Virginia filter cigarette enters market with brand name of 'Charms' 1981 .RK Swamy/BBDO established 1974 .Network. Benson & Mather's name changes to Ogilvy & Mather Glued to the television in the eighties 1980 .Commercial Television initiated 1978 . associate of UTV.

915 new brands of products and services appearing on the Indian Market 1986 .Viewers still remember the sponsor (Vicco) of Yeh Jo Hai Zindagi! 1985 .Mudra sponsors first commercial telecast of a major sporting event with the India-West Indies series 1984 .000 copies within three hours of appearing on the newsstands. The Bengali magazine stupefies India by selling 75. Doordarshan's first soap opera in the colour era is born . Ltd.13th Asian Advertising Congress in New Delhi . . it becomes the first of the mega soaps . Shown on DD. founded .Hum Log.Canco Advertising Pvt.Mudra Communications creates India's first folk-history TV serial Buniyaad.Sananda is born on July 31.Maggi Noodles launched to become an overnight success .Mudra makes India's first telefilm.Bombay Dyeing becomes the first colour TV ad .Media planning gets a boost 1983 . Janam 1985-86 .television turned to colour transmission .Manohar Shyam Joshi's Hum Log makes commercial television come alive .

Marks the beginning of new medium Internet .Brand Equity (magazine) of The Economic Times is born 1991 . constitutes its own award known as 'A&M Awards' .Close on the throes of the Gulf War enters STAR (Satellite Transmission for Asia Region) 1992 .Advertising Club Bombay begins a biennial seminar called 'Advertising that Works' .AAAI's Premnarayan Award instituted 1989 .Spectrum. Zee TV starts broadcast ..Scribes and media planners credit The Bold And The Beautiful serial on STAR Plus channel as a soap that started the cultural .First India-targetted satellite channel.Advertising & Marketing (A&M) magazine launched Tech savvy in the nineties 1990 .Agencies open new media shops. publisher of A&M.Price quality positioning of Nirma detergent cakes boost sales 1988 . go virtual with websites and Internet advertising .

Country's first brand consulting firm. MICA (Mudra Institute of Communications Ahmedabad). Cannes .The ad fraternity hits big time for the first time by bagging three awards at the 43rd International Advertising Festival. especially in specialised areas . print medium sees an increase in titles.Army resorts to the services of private sector agencies .Media boom with the growth of cable and satellite.Sun TV becomes the first regional TV channel to go live 24 hours a day on all days of the week 1997 .Government turns towards professional advertising in the private sector for its VDIS campaigns . is born .Advertising Club of Bombay calls its awards as Abby .Tara on Zee TV becomes India's first female-centric soap 1995 .invasion 1993 .India's only advertising school.For the first time ever.Advertising on the Internet gains popularity . SABRE (Strategic Advantage for Brand Equity) begins operations 1996 . Indians stand the chance of winning the $ 1million booty being offered by Gillette as part of its Football World Cup promo 1998 .Equitor Consulting becomes the only independent brand consultancy company in the country .Several exercises in changing corporate identity .

com . 1999 .Trikaya Grey becomes Grey Worldwide .Reinventing of cinema -advertising through cinema begins 1998 .Lintas becomes Ammirati Puri Lintas (APL) 1999 .Events assume important role in marketing mix .B2B site agencyfaqs. media buying industry is bullish on KBC .India's first advertising and marketing Gallery .Rise of software TV producers banking on ad industry talent .Kyunki Saas Bhi Kabhi Bahu Thi marks the return of familyoriented soap on TV .com .The Advertising Club Bombay announces the AdWorks Trophy In the new millennium 2000 .Lintas merges with Lowe Group to become Lowe Lintas and Partners (LLP) .French advertising major Publicis acquires Maadhyam 2001 .Mudra launches magindia.bigideasunlimited..a portal offering free and fee ideas for money launched by Alyque Padamsee and Sam Mathews .Game shows like Kaun Banega Crorepati become a launched on September 28.

becomes the most expensive campaign of the year 2002 .Lowe Lintas & Partners rechristened Lowe Worldwide .75-crore corporate TV commercial..Bharti's Rs 2. a new post of president is created.For the first time in the history of HTA. Kamal Oberoi is appointed as the first president of HTA . where a baby girl is born in a football stadium.

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