HISTORY OF ADVERTISING

Amandeep Kaur
Chaitanya Shitole
Hitesh Arora
Nikita Gupta
Stuti Pandey
Swati Huria
FMS 2008-10
NIFT, Gandhinagar
The Evolution of Advertising
1441 - 1850 ’ s - 1900 - 1920 ’ s
1850 1900 1950 ’ s
Industrial
Revolution Age of Rise of
Age of & Science Agencies
Print Consumer
Society

World War 1950 ’ 1960 ’ s 1970 ’ s

I - World War s - -
II 1970 ’ s 1990 ’ s
Reintroducin Accountabili
g Creative
Advertising ty
Consumers to Era
Declines Era
Marketing
Historical Roles of Advertising

m The Post Industrial Age (Starting 1980)

m Age of social responsibility / Quality of life issues
m Lifestyle advertising


Historical Roles of Advertising
m The Global Interactive Age (Last 15 years)
m Growth in world markets

Historical Roles of Advertising
m The Pre-industrial Age (up to start of 19th century)
m The Industrializing Age (To WW1)
m The Industrial Age (1900’s to 1970s)
m The Post Industrial Age (Starting 1980)

m The Global Interactive Age


18th Century
 Concrete advertising history begins with classified advertising
 Ads appear for the first time in print in Hickey's Bengal Gazette.
India's first newspaper (weekly)
 Studios mark the beginning of advertising created in India (as
opposed to imported from England) Studios set up for bold type,
ornate fonts, more fancy, larger ads
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
 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. 278967).


 The 1900s
 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
 1929
- J Walter Thompson Co Pr. Ltd formed
Indian agencies, foreign
advertising in the thirties
 1931
- National Advertising Service Pr. Ltd. Bombay set up
- Universal Publicity Co, Calcutta formed
 1934
- Venkatrao Sista opens Sista Advertising and Publicity Services as first full
service Indian agency
 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
- The Press Syndicate Ltd, Bombay set up
Indianising advertisements in
the forties
 1940
- Navanitlal & 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 formed
 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
fifties
 1950s
- 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
sixties
 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
- Stronach's absorbed into Norvicson
- Lintas heading for uncertainty
- Levers toying with giving its brands to other agencies
- Nargis Wadia sets up Interpub
- 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
daCunha Associates
 1970
- Frank Simoes sets up Frank Simoes Associates
The problematic seventies
 1970-1978
- National Readership Studies provided relevant data on
consumers' reading habits
 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 Pvt Ltd (WOAPL) introduces
first closed circuit TV (CCT) in the country at the race
course in Mumbai
 1973
- RK Swamy/BBDO established
 1974
- MCM goes out of business
- Arun Nanda & Ajit Balakrishnan set up
Rediffusion
 1975
- Ravi Gupta sets up Trikaya Grey
 1976
- Commercial Television initiated
 1978
- First television commercial seen
 1979
- Ogilvy, Benson & Mather's name changes to
Ogilvy & Mather
Glued to the television in the
eighties
 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
- Media planning gets a boost
 1983
- Maggi Noodles launched to become an overnight success
- Canco Advertising Pvt. Ltd. founded
- Manohar Shyam Joshi's Hum Log makes commercial television
come alive
- Mudra sponsors first commercial telecast of a major sporting
event with the India-West Indies series
 1984
- Hum Log, Doordarshan's first soap opera in the colour era is born
- Viewers still remember the sponsor (Vicco) of Yeh Jo Hai Zindagi!
 1985
- Mudra makes India's first telefilm, Janam
 1985-86
- 915 new brands of products and services appearing on the Indian Market
 1986
- Sananda is 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
- Marks the beginning of new medium Internet
- Agencies open new media shops; go virtual with websites and
Internet advertising
- Brand Equity (magazine) of The Economic Times is born
 1991
- First India-targetted satellite channel, Zee TV starts broadcast
- Close on the throes of the Gulf War enters STAR (Satellite
Transmission for Asia Region)
 1992
- Spectrum, publisher of A&M, constitutes its own award known as
'A&M Awards'
- Scribes and media planners credit The Bold And The Beautiful
serial on STAR Plus channel as a soap that started the cultural
nvasion
 1993
- India's only advertising school, MICA (Mudra
Institute of Communications Ahmedabad), is born
- Tara on Zee TV becomes India's first female-
centric soap
 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
- Government turns towards professional advertising in the private sector
for its VDIS campaigns
- Army resorts to the services of private sector agencies
- Advertising on the Internet gains popularity
- Equitor Consulting becomes the only independent brand consultancy
company in the country
- Several exercises in changing corporate identity
- 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
- Events assume important role in marketing mix
- Rise of software TV producers banking on ad industry talent
- Reinventing of cinema -advertising through cinema begins
 1998
- Lintas becomes Ammirati Puri Lintas (APL)
 1999
- B2B site agencyfaqs.com launched on September 28, 1999
- The Advertising Club Bombay announces the AdWorks Trophy
In the new millennium
 2000
- Mudra launches magindia.com - India's first advertising and
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's Rs 2.75-crore 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
Historical Roles of Advertising

m The Pre-industrial Age (up to start of 19th century)



Historical Roles of Advertising
 The Industrializing Age (Mid 1700’s Europe / 1800’s in
U.S. To WW1)
m Mass production / Need for mass consumption
m Cost people less to buy products than to make them
m Manufacturers were concerned with production


Historical Roles of Advertising
m The Industrial Age (1900’s to 1970s)
m Luxury goods developed
m Manufacturers changed from a production orientation to a
sales orientation

Roles of Advertising
 Direct-
Respon
Directoy Advertisng
Advertisng Busineto-
Busine
Advertisng
Politca
Advertisng Instiuoal
Advertisng
Retailor
Local PublicServ
Advertisng Advertisng
Brand Interaciv
Advertisng dverAtisng
Types of Advertising
Functions of Advertising
The shift from seller initiative to
buyer initiative
But what it can not do…
UNITED COLORS OF BENETTON
 The United Colors of Benetton: a company of colors
and controversies. Offering the world an insight
to fashion, as well as, human equality and world
issues, Benetton gives us stylish clothing and
innovative promotion. While trying to capture an
audience favoring Italian character in style and
design, the company additionally desires to
present the world with contentious campaigns to
awaken thoughts and debates. These
controversies are jeopardizing Benetton’s position
in the industry, and its reputation of being
trendily unique and committing to world harmony.
The United Colors of Benetton (Benetton), an
Italian based company, is primarily focusing its
business on clothing and controversial
advertising.
UCB- Advertising
a) How it is perceived?


Benetton has earned worldwide recognition by

creating advertisement themes that promote
diversity and various other social causes.
The company strives to promote itself as a
socially responsible business, by supporting
social organizations and discussing moral
issues in its print campaigns throughout the
world.
Unlike most advertisements which are centered
on a company’s product or image, Benetton’s
advertising campaigns addressed social and
political issues.

b) Appeal of the advertisement


Most of its advertisements were severely

rebuked by governments, media and general
public.
But Benetton has been successful in delivering
its socially responsible message amidst
controversies.

 c) Campaign and its importance

S.No. Campaign Importance

1. All the colors of the world altered as United Colors of Benetton The company adopted the slogan as its
actual logo

2. Images showed youth of both sexes and every skin tone Suggested a somewhat abstract universe
ruled by the easy straightforwardness of
relationships and feelings

3. Religious and political conflict (the Palestinian and the Israeli) All of these conflicts were based on taboos,
on the impossibility of co-existence, on a
difference that separates rather than unites.
4. Religious and sexual conflict (a priest kissing a nun) By acknowledging these differences and
prohibitions, the brand appeared more
5. Moral conflict (the stereotypes of good and evil, symbolized by an angel involved.
and the devil) Benetton had a plan: to integrate opposites,
to unite differences under a single flag, the
flag of its own logo
6. A photo of a war cemetery This photo signaled a break with the previous
campaigns. The style became “realistic,”
introducing depth of field, and a bit of “real
life” burst into the artificially sweetened
universe of advertising

7. Image of a newborn baby still attached to the Intended as an anthem to life

umbilical cord
8. A man dying of AIDS, Benetton’s use of it in its advertising that
brought it to the attention of the world media
and made people talk about dying of AIDS

9. A soldier gripping a human thigh bone Introduced a new and intriguing question
about the fate of advertising: can marketing
and the enormous power of advertising
10. A man assassinated by the Mafia,
budgets be used to establish a dialogue with
consumers that focuses on something other
11. A car on fire, than a company’s products

12. A ship being stormed by emigrants

13. Sixth World AIDS Day, on December 1st A symbol of the fight against AIDS, Benetton
1993, an enormous pink condom, 22 meters proved that a “different” use of advertising
high and 3.5 meters wide, was placed on the was indeed possible
obelisk in the Place de la Concorde in Paris
14. Dying AIDS patient The motif "Dying AIDS patient" addresses
the serious problems of the AIDS disease
and the pain as well as the grief this disease
entails. It is legally important that Benetton
had the consent of the dying AIDS patient .
16. Priest kissing nun The motifs "Priest kisses nun" and "Military
cemetery with Star of David" use religious
17. Military cemetery with Star of David forms and affect religious feelings.

18. T-shirt of Bosnian soldier The motifs "Gunman with bone" and "T-
shirt of Bosnian soldier" address the
19. Gunman with bone genocides, which took place in Africa and
Bosnia.
20. Container with refugees The motifs "Container with refugees" and
"Ship with refugees" address war and
21. H.I.V. positive political
The upheavals taking place
"H.I.V.-positive"-motif in to the
appeals
developing and third world countries
prejudice of people against others that carry
22. Oil-polluted duck the
Theburden of an abnormality
motif "Oil-polluted duck"- concerns
such persons
the
become "branded" by society.
problems of environment pollution and big
23. Child labor environmental
The motif "Child catastrophes.
labor" alludes to a social
and economic problem of developing
countries
d) Benetton’s communication philosophy


 Benetton believes that it is important for companies to take a stance

in the real world instead of using their advertising budget to
perpetuate the myth that they can make consumers happy
through the mere purchase of their product.
 The company opted for a communication strategy in which issues
and not clothes play the lead part. The company has decided to
devote some of its advertising budget to communicate on themes
relevant to young and old people worldwide.
 Using these images in this unconventional way is an effort by
Benetton to break through the complacency that exists in our
society due to the constant flow of even the most horrendous
realities communicated through conventional media such as the
evening news or the morning paper.
 By removing these images from their familiar contexts and putting
them in a new context they are more likely to be noticed and
given the attention they deserve as the viewer becomes involved
in the process of answering the questions.

e) The Changing Society – Values (COUNTRY
SPECIFIC)
 The Benetton’s strategy to handle the cross
cultural issues is through popularizing the brand
unlike most advertisements which centered around
a company’s product or image, Benetton’s
advertising campaigns addressed social and
political issues like racial integration, AIDS
awareness, war, poverty, child labor, death,
pollution etc. The company tried more to
“communicate” to the world about these issues
rather than to “sell” apparel and accessories. In
every country Benetton aimed at creating world
peace and harmony. Benetton also aims at Reality
advertising, by showing social issues (Two people in
flood in Calcutta)
Marlboro – The Marlboro Man
PERU
Argentina

USA Dominican
Republic Hong Kong

Philippines
Louis Vuitton uses celebrity…
 Challenges in Achieving
Local Relevance: Coca cola

Keeping The Classic Look

and Taste Worldwide
When Coca-Cola was first introduced
into the Chinese market, Chinese
characters selected sounded like
Coca-Cola but actually meant, “bite
the wax tadpole.”

In Russian, “enjoy” was changed to
“drink,” because “enjoy” has a
particular sensual connotation, in
that language, that doesn’t apply to
soft drinks.
US version

Arab version
European version Arab version
Most controversial ads in the
history of advertisement
1. DEPARTMENT OF HEALTH -
774 COMPLAINTS
 The controversial ad which could 'frighten and distress
youngsters'
 As part of the NHS's anti-smoking drive, this television, press,
internet and poster ad campaign showed smokers having a
fish hook pulled through their cheek, representing their
craving for cigarettes.
 Many of those who complained said the adverts were
offensive, frightening and distressing. The largest group of
complaints related to the poster ads and the effect they
could have on children.
 The ASA found the adverts were unlikely to cause serious
offence or distress to adult viewers.
 But despite an "ex-kids restriction" - which stops adverts
being shown during or around programming aimed at
children - two of the television adverts and the poster ads
were found to have the potential to frighten and distress
youngsters.

2. TRIDENT GUM - 519
COMPLAINTS
 These adverts showed
people speaking in
Caribbean accents while
extolling the virtues of the
new gum from Cadbury's
and drew complaints that
they were offensive and
racist.
 People argued the ads -
shown on television and in
cinemas - showed
stereotypes that ridiculed
black or Caribbean people
and their culture.
 The ASA decided the adverts
did not incite racial
discrimination but
acknowledged that a
significant minority of
viewers had been
unintentionally offended.
3. RUSTLERS - 219
COMPLAINTS
 Television adverts for Rustlers
drew ire from viewers who
thought they were sexist and
demeaning to women.
 The adverts for the microwaveable
burgers showed a man and a
woman arriving at the man's
flat, with the woman agreeing
to having a coffee while sitting
on a sofa.
 The man then punches into a
microwave style keypad which
sets the sofa rotating, soon
revealing the woman wearing
just underwear.
 The humour in the ads would be
unlikely to cause serious or
widespread offence the ASA
ruled. But it had an ex-kids
restriction and was shown
during Bugsy Malone, a film
that would appeal to children,
so complaints about scheduling
were upheld.
Thank You…