The document provides a history of advertising in India from its origins in the late 18th century to modern trends. It traces the growth of advertising from early printed ads to the development of agencies in the 1920s-50s and expansion into new media like television, radio, and mobile in later decades. The document also outlines different types of advertising techniques used in India, including covert advertising in movies, and discusses frameworks for planning advertising campaigns and evaluating their impact.

1. Advertisement In
India
(History & the changing trends)
BY:
Shubhra Dewangan

2. Contents
 Definition
 Origin & Growth
 Types
 Advertising Planning Framework
 Changing Trends & Advancements
 Conclusion

3. Definition
The process of delivering a message about
ideas, goods and services, through the media,
paid by an identifiable sponsor.
Advertising is the way by which companies
tell us about the products and brands.

4. Origin &
Growth

5. Pre Independence
 First advertise published in “Bengal Gazette” on
January 29, 1790.
 Dattaram 1st agency found in 1905, released 1st ad
for West End Watch Co. , Mumbai in 1907.

6. 1920 to 1950
1945 Advertising Agencies Association of India (AAAI)
 Cinema advertising began
In 1922 first Indian advertisement agency started
Alliance Advertising Association Ltd at Bombay
 1925 the Central Publishing service
 1941 leading Ad. Agency press syndicate began.
1941 Leela Chitins became 1st Indian film actress to endorse
LUX soap.

7. 1950 to 1970
1956 Kolkata gets the privilege of India’s first ad club
 Indian Society of Advertisers started in 1951
 1957 Govt. launched Vividh Bharthi
 1st Asian Advertising Congress at New Delhi

8. 1970 to 1990
 Media boom
 2nd Asian Advertising Congress at New Delhi
 In 1978, India’s 1st TV commercial went on air
 FM Radio, movies and pay channels
 Aug 15th 1982 – Colour TV introduced
 Radio commercials introduced
 Colour Printing more popular

9. 2000 onwards
Mobile advertising start
Internationalization of domestic agencies
Net Advertising
The role of the advertising agency – changing to that of a
marketing consultant.

11. Print Advertising
Newspapers
Magazines
Brochures
Fliers

12. Outdoor Advertising
Billboards
Car signs
Painting and posters
Electric signs
Sky scrapers

13. Broadcast advertising
Television
Radio
Internet

14. Surrogate Advertising
(Advertising Indirectly )
Surrogate advertising is prominently seen in
cases where advertising a particular product is
banned by law.

15. Public Service Advertising –
Advertising for Social Causes

16. Celebrity Advertising

17. Covert Advertising –
Advertising in Movies
Covert advertising is presently a hot trend in
promoting products and services.
 It embeds a product or brand in entertainment and
media and uses undercover tactics turning ordinary
entertainment into an extended ad.

18. Hayabusa - In
Dhoom, John
Abraham
uses Hayabusa
in the movie as a
thief, from that
time only many of
Indians came to
know about that
bike.

19. Domino’s is known as much
for the quality of its pizzas, as
for its promise of “delivery
within 30 minutes or free”.
 Paresh Rawal—who was
also the Domino’s brand
ambassador—was seen in the
movie happily munching on a
Domino’s pizza.

20. Ta Ra Rum Pum insisted on special close-ups and
zooms for their brands.
As a result we get a good dose of Castrol, Goodyear
and Chevrolet periodically.

21. Advertising Planning
Framework
OBJECTIVE SETTING:
Communication
Objective
Sales Objective
BUDGET DECISION:
Affordable Approach
Percent of sales
Competitive parity
Objective & task
MESSAGE DECISION:
Message strategy
Message execution
MEDIA DECISION:
Reach ,frequency,
impact, timing,
media vehicles or
types
CAMPAIGN
EVALUATION
Communication
impact
Sales impact

22. Changing Trends &
Advancement
 Huge evolution of techniques and trends, products,
strategies, media.
 The authentic “next big thing” comes with the
advent of the Internet, i.e., Online Advertising.

25. Conclusion
(Key to good advertising)
The most important step lies in deciding what your
advertising should say and to whom it should say it.
All you need to do is to decide who buys and uses
your products and why.