• Definition of Advertising and 6 Components of Advertising

• History of Advertising

• History of Indian Advertising

• Discuss the roles and functions of advertising Campaign

• Identify the key players and their roles in creating advertising

“Advertising is any paid form of non-personal presentation and promotion of ideas, goods or services
by an identified sponsor.”

Six Components of Advertising are…

1. Non-personal

2. Paid form

3. Persuasive

4. Products (ideas, goods or services)

5. By an Identified sponsor

6. Communicated through Various media

In ancient times the most common form of advertising was by word of mouth. The archaeologists have
found Babylonian clay tablet dated 3000 BC having inscription of a shoemaker, a scribe and an ointment
dealer. Many more such discoveries are accounted for in literature.

Indian Advertising starts with the hawkers calling out their wares right from the days when cities and
markets first began.

EVOLUTION OF ADVERTISING

Pre Independence

• Press advertisements – largely imported goods which had reached Indian shores
 • First advertise published in “Bengal Gazette” on January 29, 1790

1920 to1930’s

In 1922 first Indian advertisement agency started Alliance Advertising Association Ltd at Bombay

1924 the Calcutta Publishing

1925 the Central Publishing service

1926 Mr. I.S. Talor set up the Publicity Society of India to exploit advertising possibilities on trams, kiosks
and other outdoor media

1930 to 1940

1930 New India Publicity Co.

1934 Mr. V. Sista, Sales and Publicity Service

1937 Alpha Advertising Service

1938 Lintas ans Press Syndicates Indian and Eastern Newspaper Society (IENS)

1940 to1950

Watershed years for Indian advertising

Industrial revolution in the Nehruvian era

1st survey of the rural market (Wood)

1945 Advertising Agencies Association of India (AAAI)

Cinema advertising began

Kolkata gets the privilege of India’s first ad club

Leading ad agency - Press Syndicate

National created the Murphy baby

1950 to1960

1951 The Indian Society of Advertisers

1958 The society of Advertising Practitioners

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

1970

Media boom

Special magazines

2nd Asian Advertising Congress at New Delhi

Lifestyle studies, positioning

Rural marketing

2000 onwards

NRS (National Readership Surveys) by IMRB

Mobile advertising start

Internationalization of domestic agencies

Net Advertising

The role of the advertising agency – changing to that of a marketing consultant

 MAJOR PLAYER IN ADVERTSING

• OGILVY AND MATHEW LIMITED -

SBI mutual fund, Pantaloons fashion India limited, Hindustan Unilever Limited, UTI, ITC Limited,
Tata Communications TVS Suzuki etc.

• J WALTER THOMPSON INDIA - :

Apollo Hospital, Indian Army, Indian Navy, Star TV Network, Hero Motor Corp, Timex Watches,
Parle agro, ESPN etc.

• MUDRA COMMUNICATION PRIVATE LIMITED- :

Indian Express, Godrej Foods, Indian tourism, Honda Siel Power, Hindustan Motors Limited,
Satyam Computers Service Limited etc.

• GREY WORLDWIDE (I) PVT LIMITED-

General Motors, Oracle India, Britannia Industries, The Hindustan Times, ITC Foods, Philips
Communications etc.

• LEO BURNETT INDIA PVT LIMITED-

Birla Sun Life Insurance, La Opala, Somany Tiles, Bajaj Electricals, Linc Pen and Plastic, Fiat Auto etc.
 • CONTRACT ADVERTISING INDIA LIMITED- Bajaj limited, Sony India, Grasim Industries,
M.P.Jewellers, Luxor, Cadbury India, Dabur Foods etc.

• REDIFFUSION DY&R- Tata Tetley, ING Vyasa, Haldia Petrochemicals, Ericsson Mobiles, Godfrey
Philips, Citi Bank, Sail, Cannon etc.

• McCANN ERICKSON INDIA LIMITED- Gillette India, Times Fm, Cocacola, Nestle, TVS Suzuki,
Khaitan, Johnson and Johnson India, Goodyear India etc.

RK SWAMY/BBDO ADVERTISING INDIA LIMITED-Mercedes Benz, Cisco Group, Wipro Group, MTNL,
VISA