Evaluation Of Indian Advertising History
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Advertising History
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1841- Volney B. Palmer, a space salesman, worked on 50% commission 1850 - George P. Rowell, a space wholesaler, bought space in wholesale from publishers
1869 - George P. Rowell developed directory, Directory having circulation, charged proportional rates
1870 - Charles Austin Bates – Agency became creative center 1877 - The first documented advertising agency in the United States was the N. W. Ayer Agency, established in 1877 (Gilson, 1980).
1895, radio became popular for home and family use only in the early 1920s. For example, soap operas were originally created for the purpose of advertising Procter & Gamble's soap products (Gilson, 1980).
1980-Prior to this time, advertising agents were space brokers —agents who
solicited ads from businesses and then sold them to newspapers that had difficulty getting out-of-town advertising (Gilson, 1980; Russell and Lane).
Evolution of the Advertising Agency from the 1870s to the Early 1900s By 1900 - The first specialized magazines had begun to appear in the United States. Magazines such as Field & Stream (in 1895) and Good Housekeeping established niche markets, which allowed for mass marketing .
Ø1920s - (Goodrum and Dalrymple, 1990). Created full-color magazine advertisements for goods such as expensive auto mobiles, refrigerators, and radios. Newspapers continued to use simple advertisements. ØThe American Association for Advertising Agencies (AAAA) was founded in 1917, partially in response to these Advertising concerns. ØBy 1917, publishers had agreed to set a flat rate of 15 percent as the standard commission an advertising agency would receive—with the exception of local advertising, Ø ØThe Federal Trade Commission Act of 1914 was originally designed to make all unfair methods of competition unlawful. ØIt was not until 1922 that advertising was legally regulated under this act. The case that set this legal precedent was FTC v. Winsted Hosiery Company (1922) (Russell and Lane, 1998). Ø ØThe Pure Food and Drug Act of 1906 was the first act that limited the advertising of patent medicines— drugs that were advertised using exaggerated claims of effectiveness—for use by children. Ø
Evolution of the Advertising Agency from 1920 to the Early 1950s 1920s (Goodrum and Dalrymple, 1990). Created fullcolor magazine advertisements for goods such as expensive auto mobiles, refrigerators, and radios. Newspapers continued to use simple advertisements.
The 1934 WheelerLea Amendment to the Federal Trade Commission Act enabled the Federal Trade Commission (FTC) to protect consumers from deceptive advertising in the food, drug, therapeutic device, and cosmetic industries.
Indian Advertising Indian Advertising starts with the hawkers calling out their wares right from the days when cities and markets first began 1.Shop front signages 2.From street side sellers to press ads 3.The first trademarks 4.Handbills distributed separately from the products
18th Century Ads appear for the first time in print in Hickey's Bengal Gazette. India's first newspaper (weekly). Newspaper studios train the first generation of visualisers & illustrators Major advertisers: Retailers like Spencer's, Army & Navy and Whiteaway & Laidlaw Marketing promotions: Retailers' catalogues provided early example 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. 278967).
Indian agencies( 1900’s ) 1905 B Dattaram & Co claims to be the oldest existing Indian agency in Girgaum in Bombay 1912 ITC (then Imperial Tobacco Co. Ltd.) launches Gold Flake 1920s Enter the first foreign owned ad agencies Gujarat Advertising and Indian Advertising set up Expatriate agencies emerge: Alliance Advertising, Tata Publicity LA Stronach's merges into today's Norvicson Advertising D J Keymer gives rise to Ogilvy & Mather and Clarion 1925 LR Swami & Co, Madras 1926 LA Stronach & Co (India) Pr. Ltd, Bombay starts Agency called National set up for American rather than British Advertisers American importers hire Jagan Nath Jaini, then advertising manager of Civil and Military Gazette, Lahore. National today is still run by Jaini's family Beginning of multinational agencies J Walter Thompson (JWT) opened to service General Motors business 1928 BOMAS Ltd (Formerly DJ Keymer & Co Ltd) set up
Indian agencies, foreign advertising in the 30’s 1931
National Advertising Service Pr. Ltd. Bombay set up Universal Publicity Co, Calcutta formed
1934 Venkatrao Sista opens SistaAdvertising and Publicity Services as first full service Indian agency Indian Publicity Bureau Pr Ltd, Calcutta established 1935 Indian Publicity Bureau Pr Ltd, Calcutta established 1936 Krishna Publicity Co Pr. Ltd, Kanpur begins operations Studio Ratan Batra Pr. Ltd, Bombay established Indian Broadcasting Company becomes All India Radio(AIR). 1938 Jayendra Publicity, Kolhapur started 1939 Lever's advertising department launches Dalda the first major example of a brand and a marketing campaign specifically developed for India. In1939, DaldaAd was 10mts film.
Indian advertisements in the 40’s 1940Navanitlal & Co., Ahmedabad set up 1941- Lux signs Leela Chitnis as the first Indian film actress to endorse the product Hindustan Thompson Associates (HTA), the current incarnation of JWT, coins the Balanced Nourishment concept to make Horlicks more relevant to India -Green's Advertising Service Agents, Bombay 1943- -Advertising & Sales Promotion Co (ASP), Calcutta established 1944- -Dazzal, Bombay comes into existence -Ranjit Sales & Publicity Pr. Ltd, Bombay started 1945- -Efficient Publicities Pr. Ltd, Madras set up -Tom & Bay (Advertising) Pr. Ltd., Poona begins operations in India 1946-
-Eastern Psychograph Pr. Ltd., Bombay set up -Everest Advertising Pr. Ltd, Bombay established
1947-
-Grant Advertising Inc, Bombay formed -Swami Advertising Bureau, Sholapur started
1948
-RC Advertising Co, Bombay set up -Phoenix Advertising Pr. Ltd, Calcutta formed
Corporate advertising in the 50’s 1950 Radio Ceylon and Radio Goa become the media option 1951 Vicks VapoRub: a rub for colds, causes ripples with its entry in the balm market 1952 Shantilal G Shah & Co, Bombay 1954 Advertising Club, Mumbai set up Express Advertising Agency, Bombay India Publicity Co. Pr. Ltd., Calcutta 1956 Aiyars Advertising & Marketing, Bombay Clarion Advertising Services Pr. Ltd, Calcutta 1957 Vividh Bharati kicks off 1958 Shree Advertising Agency, Bombay 1959 Associated Publicity, Cuttack -
Creative revolution in the 60’s 1960
Advertising Accessories, Trichur started Marketing Advertising Associates, Bombay set up
1961
Industrial Advertising Agency, Bombay comes into existence Bal Mundkur quits BOMAS to set up Ulka the same year
1962 India's television's first soap opera Teesra Rasta enthralls viewers 1963 BOMAS changes names to SH Benson's Levers toying with giving its brands to other agencies Wills Filter Tipped cigarettes launched and positioned as made for each other, filter and tobacco match 1965 Kersey Katrak sets up Mass Communication and Marketing (MCM) 1966 Government persuaded to open up the broadcast media Ayaz Peerbhoy sets up Marketing and Advertising Associates (MAA) 1967 First commercial appears on Vividh Bharati 1968 Nari Hira sets up Creative Unit India wins the bid for the Asian Advertising Congress 1969 Sylvester daCunha left Stronach's to run ASP; later sets up
The problematic 70’s 1970 Concept of commercial programming accepted by All India Radio Hasan Rezavi gives the very first spot on Radio Ceylon 1971 Benson's undergo change in name to Ogilvy, Benson & Mather 1972 Western Outdoor Advertising PvtLtd (WOAPL) introduces first closed circuit TV (CCT) in the country at the race course in Mumbai 1974 MCM goes out of business Arun Nanda & Ajit Balakrishnan set up Rediffusion 1976 Commercial Television initiated 1978 First television commercial seen
Television in the 80’s 1980 - Mudra Communications Ltd set up - King-sized Virginia filter cigarette enters market with brand name of 'Charms' 1981 - Network, associate of UTV, pioneers cable television in India 1982 - The biggest milestone in television was the Asiad '82 when television turned to colour transmission - Bombay Dyeing becomes the first colour TV ad - 13th Asian Advertising Congress in New Delhi 1983 1984 1985 1985
- Maggi Noodles launched to become an overnight success - Mudrasponsors first commercial telecast of a major sporting event with the India-West Indies series - Hum Log, Doordarshan's first soap opera in the colour era is born -Viewers still remember the sponsor (Vicco) of Yeh Jo Hai Zindagi! - Mudra makes India's first telefilm, Janam - 915 new brands of products and services appearing on the Indian Market
1986 - Sanandais born on July 31. The Bengali magazine stupefies India by selling 75,000 copies within three hours of appearing on the newsstands. - Mudra Communications creates India's first folk-history TV serial Buniyaad. Shown on DD, it becomes the first of the mega soaps - Price quality positioning of Nirma detergent cakes boost sales 1988 - AAAI's Premnarayan Award instituted 1989 - Advertising Club Bombay begins a biennial seminar called 'Advertising that Works' - Advertising & Marketing (A&M) magazine launched
Tech savvy in the nineties 1990 open new media shops; go virtual with websites & Internet advertising Brand Equity (magazine) of The Economic Times is born 1991 First Indiatargetted satellite channel, Zee TV starts broadcast Close on the throes of the Gulf War enters STAR 1992 Scribes and media planners credit The Bold & The Beautiful serial on STAR 1993 India's only advertising school, MICA (Mudra Institute of Communications Ahmedabad), is born 1995 Advertising Club of Bombay calls its awards as Abby Country's first brand consulting firm, SABRE (Strategic Advantage for Brand Equity) begins operations 1996 The ad fraternity hits big time for the first time by bagging three awards at the 43rd International Advertising Festival, Cannes Sun TV becomes the first regional TV channel to go live 24 hours a day on all days of the week 1997 Media boom with the growth of cable and satellite; print medium sees an increase in titles, especially in specialised areas For the first time ever, Indians stand the chance of winning the $ 1 million booty being offered by Gillette as part of its Football World Cup promo 1998 Reinventing of cinema advertising through cinema begins 1998 Lintas becomes Ammirati Puri Lintas (APL)
In the new millennium 2000 Mudra launches magindia.com India's first advertising & marketing Gallery Lintas merges with Lowe Group to become Lowe Lintas and Partners (LLP) bigideasunlimited.com a portal offering free and fee ideas for money launched by Alyque Padamsee and Sam Mathews Game shows like Kaun Banega Crorepati become a rage; media buying industry is bullish on KBC Kyunki Saas Bhi Kabhi Bahu Thi marks the return of family oriented soap on TV French advertising major Publicis acquires Maadhyam 2001 Trikaya Grey becomes Grey Worldwide Bharti'sRs 2.75crore corporate TV commercial, where a baby girl is born in a football stadium, becomes the most expensive campaign of the year 2002 Lowe Lintas & Partners rechristened Lowe Worldwide For the first time in the history of HTA, a new post of president is created. Kamal Oberoi is appointed as the first president of HTA
TOP ADVERTISING COMPANY IN INDIA Adbur PvtLtd Akshara Advertising Ambience D'arcy Chaitra Leo Burnett Pvt Ltd Contract Advertising (India) Ltd Creative Advertising Enterprise Nexus Communications Pvt. Ltd Euro RSCG Advertising Pvt Ltd MAA BozellCommunications Ltd Madison Advertising Pvt Ltd Marketing Consultants & Agencies Ltd MCS Communications Pvt Ltd Market Missionaries (India) PvtLtd Moulis Euro RSCG (I)Pvt Ltd National Advertising Agency Ogilvy & Mather Ltd PressamnAdvertising and Marketing Ltd Percept Advertising Ltd Publicis Zen Communications PvtLtd Purnima Advertising Agency RediffusionDY&R Saatchi & Saatchi Pvt Ltd RK Swamy/BBDO Advertising Ltd SSC & B Lintas Ltd Ram Advertising Service Rashtriya Advertising Agency Sasi Advertising PvtLtd Trikaya Grey Advertising Ltd Triton Communications PvtLtd TBWA Anthem Pvt Ltd Ushak Kaal Advertising PvtLtd Urja Communications Pvt Ltd LintasIndia Ltd Crayons Advertising and Marketing Pvt Ltd.
[email protected]
1841- Volney B. Palmer, a space salesman, worked on 50% commission 1850 - George P. Rowell, a space wholesaler, bought space in wholesale from publishers
1869 - George P. Rowell developed directory, Directory having circulation, charged proportional rates
1870 - Charles Austin Bates – Agency became creative center 1877 - The first documented advertising agency in the United States was the N. W. Ayer Agency, established in 1877 (Gilson, 1980).
1895, radio became popular for home and family use only in the early 1920s. For example, soap operas were originally created for the purpose of advertising Procter & Gamble's soap products (Gilson, 1980).
1980-Prior to this time, advertising agents were space brokers —agents who
solicited ads from businesses and then sold them to newspapers that had difficulty getting out-of-town advertising (Gilson, 1980; Russell and Lane).
Evolution of the Advertising Agency from the 1870s to the Early 1900s By 1900 - The first specialized magazines had begun to appear in the United States. Magazines such as Field & Stream (in 1895) and Good Housekeeping established niche markets, which allowed for mass marketing .
Ø1920s - (Goodrum and Dalrymple, 1990). Created full-color magazine advertisements for goods such as expensive auto mobiles, refrigerators, and radios. Newspapers continued to use simple advertisements. ØThe American Association for Advertising Agencies (AAAA) was founded in 1917, partially in response to these Advertising concerns. ØBy 1917, publishers had agreed to set a flat rate of 15 percent as the standard commission an advertising agency would receive—with the exception of local advertising, Ø ØThe Federal Trade Commission Act of 1914 was originally designed to make all unfair methods of competition unlawful. ØIt was not until 1922 that advertising was legally regulated under this act. The case that set this legal precedent was FTC v. Winsted Hosiery Company (1922) (Russell and Lane, 1998). Ø ØThe Pure Food and Drug Act of 1906 was the first act that limited the advertising of patent medicines— drugs that were advertised using exaggerated claims of effectiveness—for use by children. Ø
Evolution of the Advertising Agency from 1920 to the Early 1950s 1920s (Goodrum and Dalrymple, 1990). Created fullcolor magazine advertisements for goods such as expensive auto mobiles, refrigerators, and radios. Newspapers continued to use simple advertisements.
The 1934 WheelerLea Amendment to the Federal Trade Commission Act enabled the Federal Trade Commission (FTC) to protect consumers from deceptive advertising in the food, drug, therapeutic device, and cosmetic industries.
Indian Advertising Indian Advertising starts with the hawkers calling out their wares right from the days when cities and markets first began 1.Shop front signages 2.From street side sellers to press ads 3.The first trademarks 4.Handbills distributed separately from the products
18th Century Ads appear for the first time in print in Hickey's Bengal Gazette. India's first newspaper (weekly). Newspaper studios train the first generation of visualisers & illustrators Major advertisers: Retailers like Spencer's, Army & Navy and Whiteaway & Laidlaw Marketing promotions: Retailers' catalogues provided early example 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. 278967).
Indian agencies( 1900’s ) 1905 B Dattaram & Co claims to be the oldest existing Indian agency in Girgaum in Bombay 1912 ITC (then Imperial Tobacco Co. Ltd.) launches Gold Flake 1920s Enter the first foreign owned ad agencies Gujarat Advertising and Indian Advertising set up Expatriate agencies emerge: Alliance Advertising, Tata Publicity LA Stronach's merges into today's Norvicson Advertising D J Keymer gives rise to Ogilvy & Mather and Clarion 1925 LR Swami & Co, Madras 1926 LA Stronach & Co (India) Pr. Ltd, Bombay starts Agency called National set up for American rather than British Advertisers American importers hire Jagan Nath Jaini, then advertising manager of Civil and Military Gazette, Lahore. National today is still run by Jaini's family Beginning of multinational agencies J Walter Thompson (JWT) opened to service General Motors business 1928 BOMAS Ltd (Formerly DJ Keymer & Co Ltd) set up
Indian agencies, foreign advertising in the 30’s 1931
National Advertising Service Pr. Ltd. Bombay set up Universal Publicity Co, Calcutta formed
1934 Venkatrao Sista opens SistaAdvertising and Publicity Services as first full service Indian agency Indian Publicity Bureau Pr Ltd, Calcutta established 1935 Indian Publicity Bureau Pr Ltd, Calcutta established 1936 Krishna Publicity Co Pr. Ltd, Kanpur begins operations Studio Ratan Batra Pr. Ltd, Bombay established Indian Broadcasting Company becomes All India Radio(AIR). 1938 Jayendra Publicity, Kolhapur started 1939 Lever's advertising department launches Dalda the first major example of a brand and a marketing campaign specifically developed for India. In1939, DaldaAd was 10mts film.
Indian advertisements in the 40’s 1940Navanitlal & Co., Ahmedabad set up 1941- Lux signs Leela Chitnis as the first Indian film actress to endorse the product Hindustan Thompson Associates (HTA), the current incarnation of JWT, coins the Balanced Nourishment concept to make Horlicks more relevant to India -Green's Advertising Service Agents, Bombay 1943- -Advertising & Sales Promotion Co (ASP), Calcutta established 1944- -Dazzal, Bombay comes into existence -Ranjit Sales & Publicity Pr. Ltd, Bombay started 1945- -Efficient Publicities Pr. Ltd, Madras set up -Tom & Bay (Advertising) Pr. Ltd., Poona begins operations in India 1946-
-Eastern Psychograph Pr. Ltd., Bombay set up -Everest Advertising Pr. Ltd, Bombay established
1947-
-Grant Advertising Inc, Bombay formed -Swami Advertising Bureau, Sholapur started
1948
-RC Advertising Co, Bombay set up -Phoenix Advertising Pr. Ltd, Calcutta formed
Corporate advertising in the 50’s 1950 Radio Ceylon and Radio Goa become the media option 1951 Vicks VapoRub: a rub for colds, causes ripples with its entry in the balm market 1952 Shantilal G Shah & Co, Bombay 1954 Advertising Club, Mumbai set up Express Advertising Agency, Bombay India Publicity Co. Pr. Ltd., Calcutta 1956 Aiyars Advertising & Marketing, Bombay Clarion Advertising Services Pr. Ltd, Calcutta 1957 Vividh Bharati kicks off 1958 Shree Advertising Agency, Bombay 1959 Associated Publicity, Cuttack -
Creative revolution in the 60’s 1960
Advertising Accessories, Trichur started Marketing Advertising Associates, Bombay set up
1961
Industrial Advertising Agency, Bombay comes into existence Bal Mundkur quits BOMAS to set up Ulka the same year
1962 India's television's first soap opera Teesra Rasta enthralls viewers 1963 BOMAS changes names to SH Benson's Levers toying with giving its brands to other agencies Wills Filter Tipped cigarettes launched and positioned as made for each other, filter and tobacco match 1965 Kersey Katrak sets up Mass Communication and Marketing (MCM) 1966 Government persuaded to open up the broadcast media Ayaz Peerbhoy sets up Marketing and Advertising Associates (MAA) 1967 First commercial appears on Vividh Bharati 1968 Nari Hira sets up Creative Unit India wins the bid for the Asian Advertising Congress 1969 Sylvester daCunha left Stronach's to run ASP; later sets up
The problematic 70’s 1970 Concept of commercial programming accepted by All India Radio Hasan Rezavi gives the very first spot on Radio Ceylon 1971 Benson's undergo change in name to Ogilvy, Benson & Mather 1972 Western Outdoor Advertising PvtLtd (WOAPL) introduces first closed circuit TV (CCT) in the country at the race course in Mumbai 1974 MCM goes out of business Arun Nanda & Ajit Balakrishnan set up Rediffusion 1976 Commercial Television initiated 1978 First television commercial seen
Television in the 80’s 1980 - Mudra Communications Ltd set up - King-sized Virginia filter cigarette enters market with brand name of 'Charms' 1981 - Network, associate of UTV, pioneers cable television in India 1982 - The biggest milestone in television was the Asiad '82 when television turned to colour transmission - Bombay Dyeing becomes the first colour TV ad - 13th Asian Advertising Congress in New Delhi 1983 1984 1985 1985
- Maggi Noodles launched to become an overnight success - Mudrasponsors first commercial telecast of a major sporting event with the India-West Indies series - Hum Log, Doordarshan's first soap opera in the colour era is born -Viewers still remember the sponsor (Vicco) of Yeh Jo Hai Zindagi! - Mudra makes India's first telefilm, Janam - 915 new brands of products and services appearing on the Indian Market
1986 - Sanandais born on July 31. The Bengali magazine stupefies India by selling 75,000 copies within three hours of appearing on the newsstands. - Mudra Communications creates India's first folk-history TV serial Buniyaad. Shown on DD, it becomes the first of the mega soaps - Price quality positioning of Nirma detergent cakes boost sales 1988 - AAAI's Premnarayan Award instituted 1989 - Advertising Club Bombay begins a biennial seminar called 'Advertising that Works' - Advertising & Marketing (A&M) magazine launched
Tech savvy in the nineties 1990 open new media shops; go virtual with websites & Internet advertising Brand Equity (magazine) of The Economic Times is born 1991 First Indiatargetted satellite channel, Zee TV starts broadcast Close on the throes of the Gulf War enters STAR 1992 Scribes and media planners credit The Bold & The Beautiful serial on STAR 1993 India's only advertising school, MICA (Mudra Institute of Communications Ahmedabad), is born 1995 Advertising Club of Bombay calls its awards as Abby Country's first brand consulting firm, SABRE (Strategic Advantage for Brand Equity) begins operations 1996 The ad fraternity hits big time for the first time by bagging three awards at the 43rd International Advertising Festival, Cannes Sun TV becomes the first regional TV channel to go live 24 hours a day on all days of the week 1997 Media boom with the growth of cable and satellite; print medium sees an increase in titles, especially in specialised areas For the first time ever, Indians stand the chance of winning the $ 1 million booty being offered by Gillette as part of its Football World Cup promo 1998 Reinventing of cinema advertising through cinema begins 1998 Lintas becomes Ammirati Puri Lintas (APL)
In the new millennium 2000 Mudra launches magindia.com India's first advertising & marketing Gallery Lintas merges with Lowe Group to become Lowe Lintas and Partners (LLP) bigideasunlimited.com a portal offering free and fee ideas for money launched by Alyque Padamsee and Sam Mathews Game shows like Kaun Banega Crorepati become a rage; media buying industry is bullish on KBC Kyunki Saas Bhi Kabhi Bahu Thi marks the return of family oriented soap on TV French advertising major Publicis acquires Maadhyam 2001 Trikaya Grey becomes Grey Worldwide Bharti'sRs 2.75crore corporate TV commercial, where a baby girl is born in a football stadium, becomes the most expensive campaign of the year 2002 Lowe Lintas & Partners rechristened Lowe Worldwide For the first time in the history of HTA, a new post of president is created. Kamal Oberoi is appointed as the first president of HTA
TOP ADVERTISING COMPANY IN INDIA Adbur PvtLtd Akshara Advertising Ambience D'arcy Chaitra Leo Burnett Pvt Ltd Contract Advertising (India) Ltd Creative Advertising Enterprise Nexus Communications Pvt. Ltd Euro RSCG Advertising Pvt Ltd MAA BozellCommunications Ltd Madison Advertising Pvt Ltd Marketing Consultants & Agencies Ltd MCS Communications Pvt Ltd Market Missionaries (India) PvtLtd Moulis Euro RSCG (I)Pvt Ltd National Advertising Agency Ogilvy & Mather Ltd PressamnAdvertising and Marketing Ltd Percept Advertising Ltd Publicis Zen Communications PvtLtd Purnima Advertising Agency RediffusionDY&R Saatchi & Saatchi Pvt Ltd RK Swamy/BBDO Advertising Ltd SSC & B Lintas Ltd Ram Advertising Service Rashtriya Advertising Agency Sasi Advertising PvtLtd Trikaya Grey Advertising Ltd Triton Communications PvtLtd TBWA Anthem Pvt Ltd Ushak Kaal Advertising PvtLtd Urja Communications Pvt Ltd LintasIndia Ltd Crayons Advertising and Marketing Pvt Ltd.
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