History of advertising in india 2020

Slideshare on History of advertising in India 2020

1. HISTORY OF INDIAN ADVERTISING HISTORY OF INDIAN ADVERTISING FTG Academy Journalism & Mass Communication Wing Professional Communication Wing Email: [email protected] Facebook: https://www.facebook.com/FTG-Academy-107915397682120/?modal=admin_todo_tour Instagram: ftgacademy LinkedIn: FTG Academy 7/29/2020

2. INTRODUCTION Advertising is a game played by five key players: (I)The Advertiser (2)The Advertising Agencies (3)The Support Organization (4)The Media (5)The Consumers 7/29/2020

3. Definition of Terms Advertisement - a promotional message Advertising - a selling of idea Advertisers - clients of advertising agencies Advertising It is any paid form of non-personal communication used with persuasive intent by identified sponsors, through various media to promote goods, services and ideas (Hasan 2010:417). 7/29/2020

4. HISTORY Indian advertising started with hawkers calling out their wares ( Hasan 2010:417). Actual advertising began with classified advertising. Adverts appeared for the first time in print in Hickey’s Bengal Gazette ( India’s first weekly Newspaper). In the 18 th century, to ‘advertise’ meant only to ‘inform’ Early newspapers and periodicals announced births, deaths, arrivals of ships from England, sale of household furniture Journals like Bengal Journal published in 1785 printed Government advertisement freely Discounts and special services were offered in the early 19 th century. Later, new products and services established themselves with the increasing impact of the industrial revolution. British business advertisements rose penetratingly Agents flourished immediately as space contractors, obtaining advertisements for newspapers and periodicals on commission basis. Leading newspapers such as The Statesman and The Times of India , which had their own advertising departments, offered their facilities to agents . This was a great advantage to both the advertiser and the publisher . For the Advertiser, it saved the complexity of preparing a suitable layout for the advertisements. For the Publisher, it assured a certain uniformity of standard in the advertisements appearing in its column. 7/29/2020

5. Gripe water advertisement of 1928 Image of lord Krishna was most commonly used to popularize baby care products Image of Gripe water advertisement now 7/29/2020

6. Sunlight soap advertisement of 1934, showing God Vishnu Images of gods and goddesses were shown on early Indian advertisements to approve the quality of the products being marketed. Images of sunlight in 1884 7/29/2020

7. THE EARLY 20 TH CENTURY The Swadeshi Movement(1907-1911) gave rise to indigenous industries, while the Statesman of Calcutta (1907) installed the first rotary linotype machine. These were the main events responsible for the growth of Indian Advertising Agencies. After few years other newspapers also started to install the new machine so as to produce cheap newspaper with a large national circulation. The first Advertising agency in India ‘The Indian Advertising Agency’ , was also launched around this time. The main function of these agencies was to secure advertisements and get them published in the press. Alliance Advertising Associates & Publicity Society of India were the major British agencies. They targeted wealthy British and Indian elites living in the cities. They rarely advertised tea and cigarettes. During the war, press advertising was exploited to raise funds for the war. Alliance advertising Association Ltd was established at Bombay by the British India Cooperation in Kanpur to sell its goods. 7/29/2020

8. THE INTER-WAR YEARS Few Indian agencies sprang up e.g. The Calcutta Publicity and Modern Publicity Corporation in Madras. 1931 - National Advertising Service established 1945 - Advertising Agencies Association of India (AAAI) established 1948 - Audit Bureau of Circulation (ABC) established These agencies helped in bringing some order to the competitive field. The AAAI was recognized as a representative body of the profession, with the authority to present its interests and problems (Hasan, 2010:418). The ABC gave some credibility to the claims of newspapers regarding their circulation. 7/29/2020

9. POST-INDEPENDENCE ADVERTISING Following the World War II and the Indian independence, the British-owned agencies were sold to Indian Business . Some agencies retained affiliate status with the main branches of the agencies in London. At Independence, the advertising business had steady growth and expansion . The introduction of multi-color printing improved printing machines and the development of commercial art gave the Advertising business a better leap. Agencies began to offer besides space selling but focused on more services such as artwork, organization of fairs and exhibitions, market research, public relations consultancies. Market Research and readership surveys led to more professionalization of the business. The phenomenal growth of Media like TV and cable boosted Indian Advertising. Individual publishing houses like The Hindu and The Times of India conducted readership surveys. The 1 st electronic advertising medium, commercial radio arose in 1920’s and print media remained unchanged until the commercialization of the internet in the 1990’s (Paxson 2010:35). National Readership Surveys (NRS), Indian Readership Surveys (IRS) and Television Rating Points (TRP) measurements provide advertisers with statistical data on which to base their media plans ( Hasan , 2010: 419). 7/29/2020

10. REGULATIONS AAAI supervises the affairs of the industry ASCI specifically looks at issues pertaining to regulation of Advertising (Tiwary 2003:276). PRASARBHARTI is a Broadcasting Corporation of India Act, 1990 (Verhulst 1998:244) Regulation is essential in creating consumer goodwill as well as perception of a responsible industry in advertising. 7/29/2020

11. Functions , Powers & Objectives of Corporations PRASARBHARTI’ primary duty is to organize and conduct public broadcasting services, educate and entertain the public to ensure a balanced development of broadcasting on radio and television (Verhulst, 1998:244). Objectives The objectives have to be SMART: Specific, Measurable, Accessible, Realistic and Time bound. Upholding the unity and integrity of the country and values preserved in the constitution. Safeguarding the citizens’ right to be informed freely, truthfully and objectively on all matters of public interest, national or international. Presenting a fair and balanced flow of information including contrasting views without advocating any opinion or ideology of its own. Taking steps to protect the interests of children, the blind, the aged, the handicapped and other vulnerable sections of people. Paying attention to the fields of education and spread of literacy, agriculture, rural development, environment, health and family welfare and Science & technology. 7/29/2020

12. AIR & DOORDARSHAN ALL INDIA RADIO (AIR) In 1924 India began broadcasting with the formation of private radio service in Chennai. The British colonial government granted a license to a private company, the Indian Broadcasting Company (IBC) to open radio stations in Mumbai and Kolkata in 1924. The company went bankrupt in 1930 but colonial government took over the two transmitters and the department of labour and industries started operating them as AIR and placed them under the department of communications. AIR was made a separate Department under the Ministry of Information and Broadcasting. DOORDARSHAN (TV) In 1991 Doordarshan mandate which was to aid in the process of social and economic development was diluted. Entertainment and commercial programmes took place in the organizations programming strategies and Advertising came to be Doordarshan’s main source of funding. TV was a modest enterprise with most parts of the country getting only one channel except the major ones which received two channels. The government launched major economic liberalization programmes due the commencement of International Satellite broadcasting in India.   7/29/2020

13. CONCLUSION Advertising means different things to different people; it is a business, an art, an institution and a phenomenon. Bharati was implemented with greater prospect of Doordashan and AIR by the Indian government. Consumer laws and public mechanisms of regulation are needed to make sure that marketers and advertisers stay in their lane and abide by the ethics of advertising. 7/29/2020

14. REFERENCES Gupta, V.S. 2001. Handbook of Journalism and Mass Communication. New Delhi: Concept Publishing Company. Hasan, S. 2010. Mass Communication: Principle and Concepts . New Delhi:CBS Publishers & Distributors Pvt Ltd Paxson , P. 2010. Mass Communication and Media Studies: An Introduction. London: Bloomsbury. Roberts, D.F. & Foehr , U.G. 2004.Kids and Media. Cambridge: Cambridge University Press. Tiwary, S. 2003. The (un) Common Sense of Advertising: Getting the Basics Right. New Delhi. Sage Publications. Verhulist,S.G & Price, M.E 1998. Broadcasting Reform in India: Media Law from a Global Perspective. New Delhi: Oxford University Press Wadia , A. 2010 . Broadcasting Management in India . New Delhi: Kanishka Publishers, Distributors 7/29/2020

15. THANK YOU! FTG Academy Journalism & Mass Communication Wing Professional Communication Wing Email: [email protected] Facebook: https://www.facebook.com/FTG-Academy-107915397682120/?modal=admin_todo_tour Instagram: ftgacademy LinkedIn: FTG Academy 7/29/2020