Advertising

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A Coca-Cola advertisement from the 1890s

Marketing
Key concepts

Product marketing

Pricing Distribution Service Retail

Brand management Account-based marketing

Ethics

Effectiveness

Research Segmentation Strategy Activation Management Dominance

Marketing operations

Promotional contents

Advertising Branding Underwriting spot Direct marketing Personal sales Product placement Publicity Sales promotion Sex in advertising Loyalty marketing Mobile marketing

Premiums Prizes

Promotional media

Printing Publication Broadcasting Internet Point of sale Merchandise

Out-of-home advertising

Digital marketing In-game advertising Product demonstration Word-of-mouth Brand ambassador

Drip marketing

Visual merchandising

v t e

Advertising is a form of communication for marketing and used to encourage or persuade an audience (viewers, readers or listeners; sometimes a specific group) to continue or take some new action. Most commonly, the desired result is to drive consumer behavior with respect to a commercial offering, although political and ideological advertising is also common. The purpose of advertising may also be to reassure employees or shareholders that a company is viable or successful. Advertising messages are usually paid for by sponsors and viewed via various traditional media; including mass media such as newspaper, magazines, television commercial, radio advertisement, outdoor advertising or direct mail; or new media such as blogs, websites or text messages. Commercial advertisers often seek to generate increased consumption of their products or services through "branding," which involves the repetition of an image or product name in an effort to associate certain qualities with the brand in the minds of consumers. Noncommercial advertisers who spend money to advertise items other than a consumer product or service include political parties, interest groups, religious organizations and governmental agencies. Nonprofit organizations may rely on free modes of persuasion, such as a public service announcement (PSA). Modern advertising was created with the innovative techniques introduced with tobacco advertising in the 1920s, most significantly with the campaigns of Edward Bernays, which is often considered the founder of modern, Madison Avenue advertising.[1][2][3] In 2010, spending on advertising was estimated at $142.5 billion in the United States and $467 billion worldwide [4] Internationally, the largest ("big four") advertising conglomerates are Interpublic, Omnicom, Publicis, and WPP.[citation needed]

Contents

1 History o 1.1 19th century o 1.2 20th century 1.2.1 On the radio from the 1920s

1.2.2 Public service advertising in WW2 1.2.3 Commercial television in the 1950s 1.2.4 Media diversification in the 1960s 1.2.5 Cable tv from the 1980s 1.2.6 On the internet from the 1990s 2 Advertising theory o 2.1 Hierarchy of effects model o 2.2 Marketing mix 3 Types of advertising 4 Sales promotions 5 Media and advertising approaches o 5.1 Rise in new media o 5.2 Niche marketing o 5.3 Crowdsourcing o 5.4 Global advertising o 5.5 Foreign public messaging o 5.6 Diversification o 5.7 New technology o 5.8 Advertising education 6 Criticisms 7 Regulation 8 Advertising research 9 Semiotics 10 Gender effects in the processing of advertising 11 See also 12 Notes 13 References

14 External links

[edit] History

Edo period advertising flyer from 1806 for a traditional medicine called Kinseitan Egyptians used papyrus to make sales messages and wall posters. Commercial messages and political campaign displays have been found in the ruins of Pompeii and ancient Arabia. Lost and found advertising on papyrus was common in Ancient Greece and Ancient Rome. Wall or rock painting for commercial advertising is another manifestation of an ancient advertising form, which is present to this day in many parts of Asia, Africa, and South America. The tradition of wall painting can be traced back to Indian rock art paintings that date back to 4000 BC.[5] History tells us that Out-of-home advertising and billboards are the oldest forms of advertising. As the towns and cities of the Middle Ages began to grow, and the general populace was unable to read, signs that today would say cobbler, miller, tailor or blacksmith would use an image associated with their trade such as a boot, a suit, a hat, a clock, a diamond, a horse shoe, a candle or even a bag of flour. Fruits and vegetables were sold in the city square from the backs of carts and wagons and their proprietors used street callers (town criers) to announce their whereabouts for the convenience of the customers. As education became an apparent need and reading, as well as printing, developed advertising expanded to include handbills.[citation needed] In the 18th century[when?] advertisements started to appear in weekly newspapers in England. These early print advertisements were used mainly to promote books and newspapers, which became increasingly affordable with advances in the printing press; and medicines, which were increasingly sought after as disease ravaged Europe. However, false advertising and socalled "quack" advertisements became a problem, which ushered in the regulation of advertising content.

[edit] 19th century

An 1895 advertisement for a weight gain product. Thomas J. Barratt has been called "the father of modern advertising".[6][7][8] Under his leadership the Pears Soap company instituted a systematic method of advertising its distinctive soap, in which slogans and memorable images were combined. His slogan "Good morning. Have you used Pears' soap?" was famous in its day.[9] It continued to be a well known catch phrase well into the twentieth century.[10] Barratt was keen to equate Pears with quality and high culture through his campaign methods. He acquired works of art to use in the advertisements, most famously John Everett Millais' painting Bubbles, which he turned into an advertisement by adding a bar of Pears soap in the foreground. Millais was said to be unhappy about the alteration, but could do nothing since Barratt had acquired the copyright.[11] Barratt followed this with a series of adverts inspired by Millais' painting, portraying cute children in idealised middle-class homes, associating Pears with social aspiration and domestic comfort. Barratt also made effective use of testimonials, recruiting both scientists and glamorous high society figures. He also established Pears Annual in 1891, in which he promoted contemporary illustration and colour printing. In 1897 he added Pears Cyclopedia, a single volume encyclopedia.[12]

Barratt introduced a number of ideas that were widely circulated. He was keen to define a strong brand image for Pears while also emphasising his products ubiquity with saturation campaigns. He was also aware of the need for constant reinvention, stating in 1907 that "tastes change, fashions change, and the advertiser has to change with them. An idea that was effective a generation ago would fall flat, stale, and unprofitable if presented to the public today. Not that the idea of today is always better than the older idea, but it is different - it hits the present taste."[7] As the economy expanded during the 19th century, advertising grew alongside. In the United States, the success of this advertising format eventually led to the growth of mailorder advertising. In June 1836, French newspaper La Presse was the first to include paid advertising in its pages, allowing it to lower its price, extend its readership and increase its profitability and the formula was soon copied by all titles. Around 1840, Volney B. Palmer established the roots of the modern day advertising agency in Philadelphia. In 1842 Palmer bought large amounts of space in various newspapers at a discounted rate then resold the space at higher rates to advertisers. The actual ad - the copy, layout, and artwork - was still prepared by the company wishing to advertise; in effect, Palmer was a space broker. The situation changed in the late 19th century when the advertising agency of N.W. Ayer & Son was founded. Ayer and Son offered to plan, create, and execute complete advertising campaigns for its customers. By 1900 the advertising agency had become the focal point of creative planning, and advertising was firmly established as a profession. [13] Around the same time, in France, Charles-Louis Havas extended the services of his news agency, Havas to include advertisement brokerage, making it the first French group to organize. At first, agencies were brokers for advertisement space in newspapers. N. W. Ayer & Son was the first full-service agency to assume responsibility for advertising content. N.W. Ayer opened in 1869, and was located in Philadelphia.[13]

[edit] 20th century

A print advertisement for the 1913 issue of the Encyclopdia Britannica At the turn of the century, there were few career choices for women in business; however, advertising was one of the few. Since women were responsible for most of the purchasing done in their household, advertisers and agencies recognized the value of women's insight during the creative process. In fact, the first American advertising to use a sexual sell was created by a woman for a soap product. Although tame by today's

standards,[citation needed] the advertisement featured a couple with the message "The skin you love to touch".[14][non-primary source needed] Modern advertising was created with the innovative techniques used in tobacco advertising beginning in the 1920s, most significantly with the campaigns of Edward Bernays, which is often considered as the founder of modern, Madison Avenue advertising.[1][2][3] The tobacco industries was one of the firsts to make use of mass production, with the introduction of the Bonsack machine to roll cigarettes. The Bonsack machine allowed the production of cigarets for a mass markets, and the tobacco industriy needed to match such an increase in supply with the creation of a demand from the masses through advertising.[15] [edit] On the radio from the 1920s

Advertisement for a live radio broadcast, sponsored by a milk company and published in the Los Angeles Times on May 6, 1930 In the early 1920s, the first radio stations were established by radio equipment manufacturers and retailers who offered programs in order to sell more radios to consumers. As time passed, many non-profit organizations followed suit in setting up their own radio stations, and included: schools, clubs and civic groups.[16]

Advertisements of hotels in Pichilemu, Chile from 1935. When the practice of sponsoring programs was popularised, each individual radio program was usually sponsored by a single business in exchange for a brief mention of the business' name at the beginning and end of the sponsored shows. However, radio station owners soon realised they could earn more money by selling sponsorship rights in small time allocations to multiple businesses throughout their radio station's broadcasts, rather than selling the sponsorship rights to single businesses per show. [edit] Public service advertising in WW2 The advertising techniques used to promote commercial goods and services can be used to inform, educate and motivate the public about non-commercial issues, such as HIV/AIDS[citation needed], political ideology, energy conservation and deforestation. Advertising, in its non-commercial guise, is a powerful educational tool capable of reaching and motivating large audiences. "Advertising justifies its existence when used in the public interestit is much too powerful a tool to use solely for commercial purposes." Attributed to Howard Gossage by David Ogilvy. Public service advertising, non-commercial advertising, public interest advertising, cause marketing, and social marketing are different terms for (or aspects of) the use of sophisticated advertising and marketing communications techniques (generally associated with commercial enterprise) on behalf of non-commercial, public interest issues and initiatives. In the United States, the granting of television and radio licenses by the FCC is contingent upon the station broadcasting a certain amount of public service advertising. To meet these requirements, many broadcast stations in America air the bulk of their required public service announcements during the late night or early morning when the

smallest percentage of viewers are watching, leaving more day and prime time commercial slots available for high-paying advertisers. Public service advertising reached its height during World Wars I and II under the direction of more than one government. During WWII President Roosevelt commissioned the creation of The War Advertising Council (now known as the Ad Council) which is the nation's largest developer of PSA campaigns on behalf of government agencies and non-profit organizations, including the longest-running PSA campaign, Smokey Bear.[citation needed] [edit] Commercial television in the 1950s This practice was carried over to commercial television in the late 1940s and early 1950s. A fierce battle was fought between those seeking to commercialise the radio and people who argued that the radio spectrum should be considered a part of the commons to be used only non-commercially and for the public good. The United Kingdom pursued a public funding model for the BBC, originally a private company, the British Broadcasting Company, but incorporated as a public body by Royal Charter in 1927. In Canada, advocates like Graham Spry were likewise able to persuade the federal government to adopt a public funding model, creating the Canadian Broadcasting Corporation. However, in the United States, the capitalist model prevailed with the passage of the Communications Act of 1934 which created the Federal Communications Commission (FCC).[16] However, the U.S. Congress did require commercial broadcasting companies to operate in the "public interest, convenience, and necessity".[17] Public broadcasting now exists in the United States due to the 1967 Public Broadcasting Act which led to the Public Broadcasting Service (PBS) and National Public Radio (NPR). In the early 1950s, the DuMont Television Network began the modern practice of selling advertisement time to multiple sponsors. Previously, DuMont had trouble finding sponsors for many of their programs and compensated by selling smaller blocks of advertising time to several businesses. This eventually became the standard for the commercial television industry in the United States. However, it was still a common practice to have single sponsor shows, such as The United States Steel Hour. In some instances the sponsors exercised great control over the content of the showup to and including having one's advertising agency actually writing the show. The single sponsor model is much less prevalent now, a notable exception being the Hallmark Hall of Fame. [edit] Media diversification in the 1960s In the 1960s, campaigns featuring heavy spending in different mass media channels became more prominent. For example, the Esso gasoline company spent hundreds of millions of dollars on a brand awareness campaign built around the simple and alliterative[18] theme Put a Tiger in Your Tank.[19] Psychologist Ernest Dichter[20] and DDB Worldwide copywriter Sandy Sulcer[21] learned that motorists desired both power and play while driving, and chose the tiger as an easytoremember symbol to communicate those feelings. The North American and later European campaign featured extensive

television and radio and magazine ads, including photos with tiger tails supposedly emerging from car gas tanks, promotional events featuring real tigers, billboards, and in Europe station pump hoses "wrapped in tiger stripes" as well as pop music songs.[19] Tiger imagery can still be seen on the pumps of successor firm ExxonMobil. [edit] Cable tv from the 1980s The late 1980s and early 1990s saw the introduction of cable television and particularly MTV. Pioneering the concept of the music video, MTV ushered in a new type of advertising: the consumer tunes in for the advertising message, rather than it being a byproduct or afterthought. As cable and satellite television became increasingly prevalent, specialty channels emerged, including channels entirely devoted to advertising, such as QVC, Home Shopping Network, and ShopTV Canada. [edit] On the internet from the 1990s With the advent of the ad server, marketing through the Internet opened new frontiers for advertisers and contributed to the "dot-com" boom of the 1990s. Entire corporations operated solely on advertising revenue, offering everything from coupons to free Internet access. At the turn of the 21st century, a number of websites including the search engine Google, started a change in online advertising by emphasizing contextually relevant, unobtrusive ads intended to help, rather than inundate, users. This has led to a plethora of similar efforts and an increasing trend of interactive advertising. The share of advertising spending relative to GDP has changed little across large changes in media. For example, in the US in 1925, the main advertising media were newspapers, magazines, signs on streetcars, and outdoor posters. Advertising spending as a share of GDP was about 2.9 percent. By 1998, television and radio had become major advertising media. Nonetheless, advertising spending as a share of GDP was slightly lowerabout 2.4 percent.[22] A recent advertising innovation is "guerrilla marketing", which involves unusual approaches such as staged encounters in public places, giveaways of products such as cars that are covered with brand messages, and interactive advertising where the viewer can respond to become part of the advertising message. Guerrilla advertising is becoming increasingly more popular with a lot of companies. This type of advertising is unpredictable and innovative, which causes consumers to buy the product or idea. This reflects an increasing trend of interactive and "embedded" ads, such as via product placement, having consumers vote through text messages, and various innovations utilizing social network services such as Facebook.[citation needed]

[edit] Advertising theory

[edit] Hierarchy of effects model

This section contains information of unclear or questionable importance or relevance to the article's subject matter. Please help improve this article by clarifying or removing superfluous information. (August 2012)

Hierarchy of effects model[23]

It clarifies the objectives of an advertising campaign and for each individual advertisement. The model suggests that there are six steps a consumer or a business buyer moves through when making a purchase. The steps are: 1. 2. 3. 4. 5. 6.

Awareness Knowledge Liking Preference Conviction Purchase Means-End Theory

This approach suggests that an advertisement should contain a message or means that leads the consumer to a desired end state.

Leverage Points

It is designed to move the consumer from understanding a product's benefits to linking those benefits with personal values.

Verbal and Visual Images

The political economy of advertisement is the theory that a few powerful groups, or knowledge monopolies, control the thoughts, behaviors, and actions of the public through mass media as communication. As a form of communication, advertisement uses repeated verbal and visual images to develop and alter society. Over time, these repeated images and symbols become associated with either positive or negative attributes and can modify the publics evaluation of such cultural objects as people, religions, ethnic groups, and societal roles. Thus, the media forms the beliefs and values of the public through media portrayals. The messages of the ((political economy)) commonly correlate with current economic interests.[24]

[edit] Marketing mix

This section contains information of unclear or questionable importance or relevance to the article's subject matter. Please help improve this article by clarifying or removing superfluous information. (August 2012) Main article: Marketing mix

The marketing mix has been the key concept to advertising. The marketing mix was suggested by professor E. Jerome McCarthy in the 1960s. The marketing mix consists of four basic elements called the four Ps. Product is the first P representing the actual product. Price represents the process of determining the value of a product. Place represents the variables of getting the product to the consumer like distribution channels, market coverage and movement organization. The last P stands for Promotion which is the process of reaching the target market and convincing them to go out and buy the product.[citation needed]

[edit] Types of advertising

An advertisement for a diner. Such signs are common on storefronts.

Paying people to hold signs is one of the oldest forms of advertising, as with this human billboard pictured above

A bus with an advertisement for GAP in Singapore. Buses and other vehicles are popular media for advertisers.

A DBAG Class 101 with UNICEF ads at Ingolstadt main railway station Virtually any medium can be used for advertising. Commercial advertising media can include wall paintings, billboards, street furniture components, printed flyers and rack cards, radio, cinema and television adverts, web banners, mobile telephone screens, shopping carts, web popups, skywriting, bus stop benches, human billboards, magazines, newspapers, town criers, sides of buses, banners attached to or sides of airplanes ("logojets"), in-flight advertisements on seatback tray tables or overhead storage bins, taxicab doors, roof mounts and passenger screens, musical stage shows, subway platforms and trains, elastic bands on disposable diapers, doors of bathroom stalls, stickers on apples in supermarkets, shopping cart handles (grabertising), the opening section of streaming audio and video, posters, and the backs of event tickets and supermarket receipts. Any place an "identified" sponsor pays to deliver their message through a medium is advertising. Television advertising / Music in advertising The TV commercial is generally considered the most effective mass-market advertising format, as is reflected by the high prices TV networks charge for commercial airtime during popular TV events. The annual Super Bowl football game in the United States is known as the most prominent advertising event on television. The average cost of a single thirty-second TV spot during this game has reached US$3.5 million (as of 2012). The majority of television commercials feature a song or jingle that listeners soon relate to the product. Virtual advertisements may be inserted into regular television programming through computer graphics. It is typically inserted into otherwise blank backdrops[25] or used to replace local billboards that are not relevant to the remote broadcast audience.[26] More controversially, virtual billboards may be inserted into the

background[27] where none exist in real-life. This technique is especially used in televised sporting events.[28][29] Virtual product placement is also possible.[30][31] Infomercials An infomercial is a long-format television commercial, typically five minutes or longer. The word "infomercial" is a portmanteau of the words "information" & "commercial". The main objective in an infomercial is to create an impulse purchase, so that the consumer sees the presentation and then immediately buys the product through the advertised toll-free telephone number or website. Infomercials describe, display, and often demonstrate products and their features, and commonly have testimonials from consumers and industry professionals. Radio advertising Radio advertising is a form of advertising via the medium of radio. Radio advertisements are broadcast as radio waves to the air from a transmitter to an antenna and a thus to a receiving device. Airtime is purchased from a station or network in exchange for airing the commercials. While radio has the limitation of being restricted to sound, proponents of radio advertising often cite this as an advantage. Radio is an expanding medium that can be found not only on air, but also online. According to Arbitron, radio has approximately 241.6 million weekly listeners, or more than 93 percent of the U.S. population. Online advertising Online advertising is a form of promotion that uses the Internet and World Wide Web for the expressed purpose of delivering marketing messages to attract customers. Online ads are delivered by an ad server. Examples of online advertising include contextual ads that appear on search engine results pages, banner ads, in text ads, Rich Media Ads, Social network advertising, online classified advertising, advertising networks and e-mail marketing, including email spam. Product placements Covert advertising, also known as guerrilla advertising, is when a product or brand is embedded in entertainment and media. For example, in a film, the main character can use an item or other of a definite brand, as in the movie Minority Report, where Tom Cruise's character John Anderton owns a phone with the Nokia logo clearly written in the top corner, or his watch engraved with the Bulgari logo. Another example of advertising in film is in I, Robot, where main character played by Will Smith mentions his Converse shoes several times, calling them "classics," because the film is set far in the future. I, Robot and Spaceballs also showcase futuristic cars with the Audi and Mercedes-Benz logos clearly displayed on the front of the vehicles. Cadillac chose to advertise in the movie The Matrix Reloaded, which as a result contained many scenes in which Cadillac cars were used. Similarly, product placement for Omega Watches, Ford, VAIO, BMW and Aston Martin cars are featured in recent James Bond films, most notably Casino Royale. In "Fantastic Four: Rise of the Silver Surfer", the main transport vehicle shows a large Dodge logo on the front. Blade Runner includes some of the most obvious product placement; the whole film stops to show a Coca-Cola billboard. Press advertising

Press advertising describes advertising in a printed medium such as a newspaper, magazine, or trade journal. This encompasses everything from media with a very broad readership base, such as a major national newspaper or magazine, to more narrowly targeted media such as local newspapers and trade journals on very specialized topics. A form of press advertising is classified advertising, which allows private individuals or companies to purchase a small, narrowly targeted ad for a low fee advertising a product or service. Another form of press advertising is the Display Ad, which is a larger ad (can include art) that typically run in an article section of a newspaper. Billboard advertising Billboards are large structures located in public places which display advertisements to passing pedestrians and motorists. Most often, they are located on main roads with a large amount of passing motor and pedestrian traffic; however, they can be placed in any location with large amounts of viewers, such as on mass transit vehicles and in stations, in shopping malls or office buildings, and in stadiums.

The RedEye newspaper advertised to its target market at North Avenue Beach with a sailboat billboard on Lake Michigan. Mobile billboard advertising Mobile billboards are generally vehicle mounted billboards or digital screens. These can be on dedicated vehicles built solely for carrying advertisements along routes preselected by clients, they can also be specially equipped cargo trucks or, in some cases, large banners strewn from planes. The billboards are often lighted; some being backlit, and others employing spotlights. Some billboard displays are static, while others change; for example, continuously or periodically rotating among a set of advertisements. Mobile displays are used for various situations in metropolitan areas throughout the world, including: Target advertising, One-day, and long-term campaigns, Conventions, Sporting events, Store openings and similar promotional events, and Big advertisements from smaller companies. In-store advertising

In-store advertising is any advertisement placed in a retail store. It includes placement of a product in visible locations in a store, such as at eye level, at the ends of aisles and near checkout counters (aka POPPoint Of Purchase display), eye-catching displays promoting a specific product, and advertisements in such places as shopping carts and in-store video displays. Coffee cup advertising Coffee cup advertising is any advertisement placed upon a coffee cup that is distributed out of an office, caf, or drive-through coffee shop. This form of advertising was first popularized in Australia, and has begun growing in popularity in the United States, India, and parts of the Middle East.[citation needed] Street advertising This type of advertising first came to prominence in the UK by Street Advertising Services to create outdoor advertising on street furniture and pavements. Working with products such as Reverse Graffiti, air dancer's and 3D pavement advertising, the media became an affordable and effective tool for getting brand messages out into public spaces.[citation needed] Sheltered Outdoor Advertising This type of advertising opens the possibility of combining outdoor with indoor advertisement by placing large mobile, structures (tents) in public places on temporary bases. The large outer advertising space exerts a strong pull on the observer, the product is promoted indoor, where the creative decor can intensify the impression. Celebrity branding This type of advertising focuses upon using celebrity power, fame, money, popularity to gain recognition for their products and promote specific stores or products. Advertisers often advertise their products, for example, when celebrities share their favorite products or wear clothes by specific brands or designers. Celebrities are often involved in advertising campaigns such as television or print adverts to advertise specific or general products. The use of celebrities to endorse a brand can have its downsides, however. One mistake by a celebrity can be detrimental to the public relations of a brand. For example, following his performance of eight gold medals at the 2008 Olympic Games in Beijing, China, swimmer Michael Phelps' contract with Kellogg's was terminated, as Kellogg's did not want to associate with him after he was photographed smoking marijuana. Celebrities such as Britney Spears have advertised for multiple products including Pepsi, Candies from Kohl's, Twister, NASCAR, Toyota and many more.

[edit] Sales promotions

Sales promotions are another way to advertise. Sales promotions are double purposed because they are used to gather information about what type of customers you draw in and where they are, and to jumpstart sales. Sales promotions include things like contests and games, sweepstakes, product giveaways, samples coupons, loyalty programs, and discounts. The ultimate goal of sales promotions is to stimulate potential customers to action.[32]

[edit] Media and advertising approaches

This section may contain original research. Please improve it by verifying the claims made and adding references. Statements consisting only of original research may be removed. (April 2012) This section needs additional citations for verification. (April 2012) Increasingly, other media are overtaking many of the "traditional" media such as television, radio and newspaper because of a shift toward consumer's usage of the Internet for news and music as well as devices like digital video recorders (DVRs) such as TiVo.[33] Digital signage is poised to become a major mass media because of its ability to reach larger audiences for less money. Digital signage also offer the unique ability to see the target audience where they are reached by the medium. Technological advances have also made it possible to control the message on digital signage with much precision, enabling the messages to be relevant to the target audience at any given time and location which in turn, gets more response from the advertising. Digital signage is being successfully employed in supermarkets.[34] Another successful use of digital signage is in hospitality locations such as restaurants.[35] and malls.[36] Advertising on the World Wide Web is a recent phenomenon. Prices of Web-based advertising space are dependent on the "relevance" of the surrounding web content and the traffic that the website receives. Reasons for online display advertising: Display ads generate awareness quickly. Unlike search, which requires someone to be aware of a need, display advertising can drive awareness of something new and without previous knowledge. Display works well for direct response. Display is not only used for generating awareness, its used for direct response campaigns that link to a landing page with a clear call to action. E-mail advertising is another recent phenomenon. Unsolicited bulk E-mail advertising is known as "e-mail spam". Spam has been a problem for e-mail users for many years. A new form of advertising that is growing rapidly is social network advertising. It is online advertising with a focus on social networking sites. This is a relatively immature market, but it has shown a lot of promise as advertisers are able to take advantage of the demographic information the user has provided to the social networking site. Friendertising is a more precise advertising term in which people are able to direct advertisements toward others directly using social network service.[citation needed] As the mobile phone became a new mass media in 1998 when the first paid downloadable content appeared on mobile phones in Finland, it was only a matter of time until mobile advertising followed, also first launched in Finland in 2000. By 2007 the

value of mobile advertising had reached $2.2 billion and providers such as Admob delivered billions of mobile ads.[citation needed] More advanced mobile ads include banner ads, coupons, Multimedia Messaging Service picture and video messages, advergames and various engagement marketing campaigns. A particular feature driving mobile ads is the 2D Barcode, which replaces the need to do any typing of web addresses, and uses the camera feature of modern phones to gain immediate access to web content. 83 percent of Japanese mobile phone users already are active users of 2D barcodes.[citation needed] Some companies have proposed placing messages or corporate logos on the side of booster rockets and the International Space Station.[citation needed] Unpaid advertising (also called "publicity advertising"), can provide good exposure at minimal cost. Personal recommendations ("bring a friend", "sell it"), spreading buzz, or achieving the feat of equating a brand with a common noun (in the United States, "Xerox" = "photocopier", "Kleenex" = tissue, "Vaseline" = petroleum jelly, "Hoover" = vacuum cleaner, and "Band-Aid" = adhesive bandage) these can be seen as the pinnacle of any advertising campaign. However, some companies oppose the use of their brand name to label an object. Equating a brand with a common noun also risks turning that brand into a genericized trademark - turning it into a generic term which means that its legal protection as a trademark is lost. From time to time, The CW Television Network airs short programming breaks called "Content Wraps," to advertise one company's product during an entire commercial break. The CW pioneered "content wraps" and some products featured were Herbal Essences, Crest, Guitar Hero II, CoverGirl, and recently Toyota. Recently, there appeared a new promotion concept, "ARvertising", advertising on Augmented Reality technology.[citation needed] Controversy exists on the effectiveness of subliminal advertising (see mind control), and the pervasiveness of mass messages (see propaganda).[citation needed]

[edit] Rise in new media

US Newspaper Advertising Revenue

Newspaper Association of America published data
[37]

With the Internet came many new advertising opportunities. Popup, Flash, banner, Popunder, advergaming, and email advertisements (all of which are often unwanted or spam in the case of email) are now commonplace. Particularly since the rise of "entertaining" advertising, some people may like an advertisement enough to wish to watch it later or show a friend. In general, the advertising community has not yet made this easy, although some have used the Internet to widely distribute their ads to anyone willing to see or hear them. In the last three quarters of 2009 mobile and internet advertising grew by 18.1% and 9.2% respectively. Older media advertising saw declines: 10.1% (TV), 11.7% (radio), 14.8% (magazines) and 18.7% (newspapers ).[citation needed]

[edit] Niche marketing

Another significant trend regarding future of advertising is the growing importance of the niche market using niche or targeted ads. Also brought about by the Internet and the theory of The Long Tail, advertisers will have an increasing ability to reach specific audiences. In the past, the most efficient way to deliver a message was to blanket the largest mass market audience possible. However, usage tracking, customer profiles and the growing popularity of niche content brought about by everything from blogs to social networking sites, provide advertisers with audiences that are smaller but much better defined, leading to ads that are more relevant to viewers and more effective for companies' marketing products. Among others, Comcast Spotlight is one such advertiser employing this method in their video on demand menus. These advertisements are targeted to a specific group and can be viewed by anyone wishing to find out more about a particular business or practice at any time, right from their home. This causes the viewer to become proactive and actually choose what advertisements they want to view.
[38]

[edit] Crowdsourcing
Main article: Crowdsourcing

The concept of crowdsourcing has given way to the trend of user-generated advertisements. User-generated ads are created by consumers as opposed to an advertising agency or the company themselves, most often they are a result of brand sponsored advertising competitions. For the 2007 Super Bowl, the Frito-Lays division of PepsiCo held the Crash the Super Bowl contest, allowing consumers to create their own Doritos commercial.[39] Chevrolet held a similar competition for their Tahoe line of SUVs.[39] Due to the success of the Doritos user-generated ads in the 2007 Super Bowl, Frito-Lays relaunched the competition for the 2009 and 2010 Super Bowl. The resulting ads were among the most-watched and most-liked Super Bowl ads. In fact, the winning ad that aired in the 2009 Super Bowl was ranked by the USA Today Super Bowl Ad Meter as the top ad for the year while the winning ads that aired in the 2010 Super Bowl were found by Nielsen's BuzzMetrics to be the "most buzzed-about".[40][41] This trend has given rise to several online platforms that host user-generated advertising competitions on behalf of a company. Founded in 2007, Zooppa has launched ad competitions for brands such as Google, Nike, Hershey's, General Mills, Microsoft, NBC Universal, Zinio, and Mini Cooper. Crowdsourced advertisements have gained popularity in part to its cost effective nature, high consumer engagement, and ability to generate word-of-mouth. However, it remains controversial, as the long-term impact on the advertising industry is still unclear.[42]

[edit] Global advertising

Advertising has gone through five major stages of development: domestic, export, international, multi-national, and global. For global advertisers, there are four, potentially competing, business objectives that must be balanced when developing worldwide advertising: building a brand while speaking with one voice, developing economies of scale in the creative process, maximising local effectiveness of ads, and increasing the companys speed of implementation. Born from the evolutionary stages of global marketing are the three primary and fundamentally different approaches to the development of global advertising executions: exporting executions, producing local executions, and importing ideas that travel.[43] Advertising research is key to determining the success of an ad in any country or region. The ability to identify which elements and/or moments of an ad contribute to its success is how economies of scale are maximised. Once one knows what works in an ad, that idea or ideas can be imported by any other market. Market research measures, such as Flow of Attention, Flow of Emotion and branding moments provide insight into what is working in an ad in any country or region because the measures are based on the visual, not verbal, elements of the ad.[44]

[edit] Foreign public messaging

See also: Soft Power and International Tourism Advertising

Foreign governments, particularly those that own marketable commercial products or services, often promote their interests and positions through the advertising of those goods because the target audience is not only largely unaware of the forum as a vehicle for foreign messaging but also willing to receive the message while in a mental state of absorbing information from advertisements during television commercial breaks, while reading a periodical, or while passing by billboards in public spaces. A prime example of this messaging technique is advertising campaigns to promote international travel. While advertising foreign destinations and services may stem from the typical goal of increasing revenue by drawing more tourism, some travel campaigns carry the additional or alternative intended purpose of promoting good sentiments or improving existing ones among the target audience towards a given nation or region. It is common for advertising promoting foreign countries to be produced and distributed by the tourism ministries of those countries, so these ads often carry political statements and/or depictions of the foreign government's desired international public perception. Additionally, a wide range of foreign airlines and travel-related services which advertise separately from the destinations, themselves, are owned by their respective governments; examples include, though are not limited to, the Emirates airline (Dubai), Singapore Airlines (Singapore), Qatar Airways (Qatar), China Airlines (Taiwan/Republic of China), and Air China (People's Republic of China). By depicting their destinations, airlines, and other services in a favorable and pleasant light, countries market themselves to populations abroad in a manner that could mitigate prior public impressions.[citation needed]

[edit] Diversification
In the realm of advertising agencies, continued industry diversification has seen observers note that big global clients don't need big global agencies any more.[45] This is reflected by the growth of non-traditional agencies in various global markets, such as Canadian business TAXI and SMART in Australia and has been referred to as "a revolution in the ad world".[46]

[edit] New technology

The ability to record shows on digital video recorders (such as TiVo) allow users to record the programs for later viewing, enabling them to fast forward through commercials. Additionally, as more seasons of pre-recorded box sets are offered for sale of television programs; fewer people watch the shows on TV. However, the fact that these sets are sold, means the company will receive additional profits from the sales of these sets. To counter this effect, a variety of strategies have been employed. Many advertisers have opted for product placement on TV shows like Survivor. Other strategies include integrating advertising with internet-connected EPGs, advertising on companion devices (like smartphones and tablets) during the show, and creating TV apps. Additionally, some like brands have opted for social television sponsorship.[citation needed]

[edit] Advertising education

Advertising education has become widely popular with bachelor, master and doctorate degrees becoming available in the emphasis.[citation needed] A surge in advertising interest is typically attributed to the strong relationship advertising plays in cultural and technological changes, such as the advance of online social networking. A unique model for teaching advertising is the student-run advertising agency, where advertising students create campaigns for real companies.[47] Organizations such as American Advertising Federation and AdU Network partner established companies with students to create these campaigns.

[edit] Criticisms
Main article: Criticism of advertising While advertising can be seen as necessary for economic growth, it is not without social costs. Unsolicited commercial e-mail and other forms of spam have become so prevalent as to have become a major nuisance to users of these services, as well as being a financial burden on internet service providers.[48] Advertising is increasingly invading public spaces, such as schools, which some critics argue is a form of child exploitation.[49][50] In addition, advertising frequently uses psychological pressure (for example, appealing to feelings of inadequacy) on the intended consumer, which may be harmful. Many even feel that often, advertisements exploit the desires of a consumer, by making a particular product more appealing, by manipulating the consumers needs and wants.

[edit] Regulation
Main article: Advertising regulation There have been increasing efforts to protect the public interest by regulating the content and the influence of advertising. Some examples are: the ban on television Tobacco advertising imposed in many countries, and the total ban of advertising to children under 12 imposed by the Swedish government in 1991. Though that regulation continues in effect for broadcasts originating within the country, it has been weakened by the European Court of Justice, which had found that Sweden was obliged to accept foreign programming, including those from neighboring countries or via satellite. Greeces regulations are of a similar nature, banning advertisements for children's toys between 7 am and 10 pm and a total ban on advertisement for war toys".[51] In Europe and elsewhere, there is a vigorous debate on whether (or how much) advertising to children should be regulated. This debate was exacerbated by a report released by the Kaiser Family Foundation in February 2004 which suggested fast food advertising that targets children was an important factor in the epidemic of childhood obesity in the United States. In New Zealand, South Africa, Canada, and many European countries, the advertising industry operates a system of self-regulation. Advertisers, advertising agencies and the

media agree on a code of advertising standards that they attempt to uphold. The general aim of such codes is to ensure that any advertising is 'legal, decent, honest and truthful'. Some self-regulatory organizations are funded by the industry, but remain independent, with the intent of upholding the standards or codes like the Advertising Standards Authority in the UK. In the UK most forms of outdoor advertising such as the display of billboards is regulated by the UK Town and County Planning system. Currently the display of an advertisement without consent from the Planning Authority is a criminal offense liable to a fine of 2,500 per offence. All of the major outdoor billboard companies in the UK have convictions of this nature. In the US many communities believe that many forms of outdoor advertising blight the public realm.[52] As long ago as the 1960s in the US there were attempts to ban billboard advertising in the open countryside.[53] Cities such as So Paulo have introduced an outright ban[54] with London also having specific legislation to control unlawful displays. Many advertisers employ a wide-variety of linguistic devices to bypass regulatory laws (e.g. In France, printing English words in bold and French translations in fine print to deal with the Article 120 of the 1994 Toubon Law limiting the use of English).[55] The advertisement of controversial products such as cigarettes and condoms are subject to government regulation in many countries. For instance, the tobacco industry is required by law in most countries to display warnings cautioning consumers about the health hazards of their products. Linguistic variation is often used by advertisers as a creative device to reduce the impact of such requirements.

[edit] Advertising research

Main article: Advertising research Advertising research is a specialized form of research that works to improve the effectiveness and efficiency of advertising. It entails numerous forms of research which employ different methodologies. Advertising research includes pre-testing (also known as copy testing) and post-testing of ads and/or campaignspre-testing is done before an ad airs to gauge how well it will perform and post-testing is done after an ad airs to determine the in-market impact of the ad or campaign on the consumer. Continuous ad tracking and the Communicus System are competing examples of post-testing advertising research types.[citation needed]

[edit] Semiotics
Main article: Advertising research Todays culture is made up of meanings between consumers and marketers. These meanings depict signs and symbols that are encoded in everyday objects.[56]Semiotics is

the study of signs and how they are interpreted. Advertising has many hidden signs and meanings within brand names, logos, package designs, print advertisements, and television advertisements. The purpose of semiotics is to study and interpret the message being conveyed in advertisements. Logos and advertisements can be interpreted at two levels known as the surface level and the underlying level. The surface level uses signs creatively to create an image or personality for their product. These signs can be images, words, fonts, colors, or slogan. The underlying level is made up of hidden meanings. The combination of images, words, colors, and slogan must be interpreted by the audience or consumer.[57] The key to advertising analysis is the signifier and the signified. The signifier is the object and the signified is the mental concept.[58] A product has a signifier and a signified. The signifier is the color, brand name, logo design, and technology. The signified has two meanings known as denotative and connotative. The denotative meaning is the meaning of the product. A televisions denotative meaning would be that it is high definition. The connotative meaning is the products deep and hidden meaning. A connotative meaning of a television would be that it is top of the line.[59] Apple is an excellent example of using semiotics in their advertising campaign. Apples commercials used a black silhouette of a person that was the age of Apple's target market. They placed the silhouette in front of a blue screen so that the picture behind the silhouette could be constantly changing. However, the one thing that stays the same in these ads is that there is music in the background and the silhouette is listening to that music on a white iPod through white headphones. Through advertising, the white color on a set of earphones now signifies that the music device is an iPod. The white color signifies almost all of Apples products.[60] The semiotics of gender plays a key influence on the way in which signs are interpreted. When considering gender roles in advertising, individuals are influenced by three categories. Certain characteristics of stumuli may enhance or decrease the elaboration of the message (if the product is perceived as feminine or masculine). Second, the characteristics of individuals can affect attention and elaboration of the message (traditional or non-traditional gender role orientation). Lastly, situational factors may be important to influence the elaboration of the message.[61] There are two types of marketing communication claims-objective and subjective.[62] Objective claims stem from the extent to which the claim associates the brand with a tangible product or service feature. For instance, the camera has auto focus features. Subjective claims convey emotional, subjective, impressions of intangible aspects of a product or service. They are non-physical features of a product or service that cannot be directly perceived, as they have no physical reality. For instance the brochure has a beautiful design.[63] Males tend to respond better to objective marketing communications claims while females tend to respond better to subjective marketing communications claims.[64] In advertisements, men are represented as independent. They are shown in more occupations than women. Women are represented mainly as housewives and mothers. Men are more likely to be shown advertising cars or business products, while women

advertise domestic products. Men are more likely to be shown outdoors or in business settings. Women are depicted in domestic settings. Men are more often portrayed as authorities. As far as ads go, with age men seem to gain wisdom and authority. On the other hand women seem to disappear with age. Voiceovers are commonly used in advertising. Most voiceovers are men (figures of up to 94% have been reported). There have been more female voiceovers in recent years but mainly for food, household products, and feminine care products.[65]

[edit] Gender effects in the processing of advertising

According to a 1977 study by David Statt, females process information comprehensively, while males process information through heuristic devices such as procedures, methods or strategies for solving problems, which could have an effect on how they interpret advertising.[66] According to this study, men prefer to have available and apparent cues to interpret the message where females engage in more creative, associative, imagery-laced interpretation. More recently, research by Martin (2003) reveals that males and females differ in how they react to advertising depending on their mood at the time of exposure to the ads, and the affective tone of the advertising. When feeling sad, males prefer happy ads to boost their mood. In contrast, females prefer happy ads when they are feeling happy. The television programs in which the ads are embedded are shown to influence a consumer's mood state.[67]

History of Advertising in India

You are Here: Home > Marketing Management > History of Advertising in India Indian Advertising starts with the hawkers calling out their wares right from the days when cities and markets first began. Concrete advertising history begins with classified advertising. Ads appear for the first time in print in Hickeys Bengal Gazette, Indias first newspaper (weekly) . To advertise meant merely to inform until the end of the eighteenth century, and the early newspapers and periodicals announced births, deaths, arrivals of ships from England, sale of household furniture, etc. some journals like the Bengal Journal (first published in 1785) even offered to print government advertisements free. The front page of most such journals carried only advertisements. But before long persuasive copy began to replace mere information. This is evident from the appearance of punch lines such as superior to anything of the kind hitherto imported and warranted to the first quality. Discounts and special services also began to be offered by the beginning of the nineteenth century. Later, new products and services established themselves on the market through the advertisement columns of the newspapers and periodicals. The power of advertising increased rapidly with the growth in trade and commerce. With the increasing impact of the industrial revolution on our country, the number of advertisements from British business houses rose sharply. Agents flourished at the time as space contractors, obtaining advertisements for newspapers and periodicals on a commission basis. Leading newspapers like The Statement and The Times of India, which had their own advertising departments, offered their own facilities to agents. This was of great advantage to both the advertiser and the publisher, for the advertiser, it saved the bother 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. This practice was responsible for turning advertising into a distinct profession. These agents were forerunners of the advertising agencies. Advertising in the early 20th century Two main events responsible for growth of Indian advertising agencies were: the Swadeshi Movement (1907-1911), which gave rise to indigenous industries, and the second, was the installation of first rotary linotype machine by the Statesman of Calcutta in 1907.

In few years, other papers too installed the new machine, which made it possible to produce a cheap newspaper with a large national circulation. The first Indian Ad Agency, the Indian Advertising Agency, was launched around this time, and is still going strong. The main functions of these agencies were to secure advertisements and to get them published in the press. The major British agencies during this time were: Alliance Advertising Associates, Publicity Society of India, L.A. Stronach and Co, and others. They catered to the need of the affluent British and Indian elites living in the metropolitan cities. They rarely advertised Mass consumer items like tea and cigarettes. During the war, press advertising was exploited to raise funds for the war effort. Ad Agencies established during this period-included Alliance Advertising Association Ltd, at Bombay, started by the British India Cooperation of Kanpur, to sell its manufactured goods. Mr. L.A.Stronach, the manager of Alliance, bought up the Bombay branch of the agency and started in 1922 his own agency, with a branch in London. It provided production and media services to advertisers (unlike the spaceselling agencies) and so even manufacturers of competing products or brands had to use these services. The Inter-War Years During the inter-war years a few Indian agencies too sprang up, the most notable being the modern Publicity Co. in Madras, the Calcutta Publicity, and the Oriental Advertising Agency in Tiruchirapalli. The Vasudevea Publicity Service was started in Delhi to carry out outdoor publicity campaigns in Uttar Pradesh, Punjab and Delhi. In 1931, the first full-fledged Indian Ad Agency, the National Advertising Service, was established. Among the other Indian Agencies to be launched during this period were: New India Publicity Co. 1930, Paradise Advertising Agency of Calcutta (1928), the Indian and Eastern Newspapers Society (IENS), and others. The IENS was set up as a central organization of the newspaper owners of India, Burma and Ceylon. The society looked after the interests of newspaper publishing houses; an indirect effect of the formation of the IENS was the standardization of Ad agency practices. The IENS also sought to foster better publisher agency relationship. The establishment of the Advertising Agencies Association of India (AAAI) in 1945, and the Audit Bureau of Circulation (ABC) in 1948 helped to bring some order to the competitive field. The AAAI came to be recognized as a representative body of the profession, with the authority to represent its interests and problems. The ABC gave some credibility to the claims of newspapers regarding their circulation. Post-Independence Advertising Following World War II and the Indian Independence, the British-owned agencies were sold to Indian business. Several agencies, however, retained an affiliate status with the main branches of the agencies in London. They continue to enjoy this status even today, though American multinational agencies have replaced affiliation with British agencies.

At independence the advertising business was well on its way to growth and expansion. Partition did not touch the business at all. The introduction of multi-color printing, improved printing machines (like offset and web offset), and the development of commercial art gave the Ad business a further leap. Agencies began to offer, besides space selling, many more services, such as artwork, organization of fairs and exhibitions, market research, public relations consultancies. The phenomenal growth in the media, especially television and cable has given a boost to Indian advertising. Market research and readership surveys have led to the further professionalization of the business. Individual publishing houses like The Hindu and The Times of India first conducted readership surveys. Now, National Readership Surveys (NRS) and Indian Readership Surveys (IRS) as well as regular Television Rating Points (TRP) measurements provide advertisers with statistical data on which to base their media plans.

A sophisticated & professional industry called Indian Advertising Indian Advertising starts with the hawkers calling out their wares right from the days when cities and markets first began Shop front signages From street side sellers to press ads The first trademarks Handbills distributed separately from the products 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 invasion 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 familyoriented 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 created. Kamal Oberoi is appointed as the first president of HTA Note: There are comments associated with this question. See the discussion page to add to the conversation. Read more: http://wiki.answers.com/Q/History_of_advertising_in_India#ixzz27I79Cuft

One file
Posts Tagged advertising history in India
Advertising in India: History
Posted by advertisinginindia on March 28, 2009

The dawn of Indian Advertising marked its beginning when hawkers called out their wares right from the days when cities and markets first began. It was then that the signages, the trademarks, the press ads and the likes evolved. Concrete advertising history began with classified advertising. Ads started appearing for the first time in print in Hickeys Bengal Gazette which was Indias first newspaper. Studios mark the beginning of advertising created in India as opposed to being imported from England. Studios were set up for bold type, ornate fonts, fancier, larger ads. Newspaper studios trained the first generation of visualizers and illustrators Major advertisers during that time were retailers like Spencers, Army & Navy and Whiteaway and Laidlaw. Retailers catalogues that were used as marketing promotions provided early example. Patent medicines: The first brand as we know them today was a category of advertisers. Horlicks becomes the first malted milk to be patented in1883.

B Dattaram and Co. claims to be the oldest existing Indian agency in Mumbai which was started in 1902. Later, Indian ad agencies were slowly established and they started entering foreign owned ad agencies. Ogilvy and Mater and Hindustan Thompson Associate agencies were formed in the early 1920s. In 1939, Levers advertising department launched Dalda the first major example of a brand and a marketing campaign specifically developed for India. In the 1950s, various advertising associations were set up to safeguard the interests of various advertisers in the industry. In 1967, the first commercial was aired on Vividh Bharati and later in 1978; the first television commercial was seen. Various companies now started advertising on television and sponsoring various shows including Humlog and Yeh Jo Hai Zindagi. In 1986, Mudra Communications created Indias first folk-history TV serial Buniyaad which was aired on Doordarshan; it became the first of the mega soaps in the country. Later in 1991, First India-targetted satellite channel, Zee TV started its broadcast. 1995 saw a great boom in media boom with the growth of cable and satellite and increase of titles in the print medium. This decade also saw the growth of public relations and events and other new promotions that various companies and ad agencies introduced. Advertising specific websites were born, one of them being agencyfaqs now known as afaqs.

Archive for the 360 degree advertising Category

Does 360 degree advertising campaign work?
Posted by advertisinginindia on February 20, 2010

We are hearing all the time that the traditional media is soon going to disappear and that brands that do not adhere to new innovative ways of marketing and advertising will be forgotten in the consumers mind. Innovative usage of media is the need of the hour and clients should stop spending their money on traditional advertising mediums like print and TV. However, when a marketer is churning out a 360 degree campaign, should he spend on these traditional mediums or should he only use the new innovative mediums of advertising that are available to us today? This seems to be a million dollar question! Let us first clarify what is 360 degree marketing? This strategy is a detailed process where every piece of information concerning a particular brand is communicated to the target audience through all possible channels. Advertising gurus believe that a consumer has shut his brains to advertising in places he knows he is going to be bombarded with various ads. Hence, today a marketer should try and reach his consumer when he least expects it and in places most unlikely. This will help the brand to be registered in consumers mind. Many CEOs of reputed agencies also feel that 360 degree marketing is just a buzzword, quintessentially it is nothing but using all the possible advertising mediums to hit the consumer from all sides. Now, to answer the million dollar question, does 360 degree advertising campaign work? Well, according to me, 360 degree advertising campaign or an integrated marketing campaign is what works really well in a country like India because of the diversity of population in the country. Whatever people may say, I feel traditional ad mediums are here to stay for long because we have been born and brought up watching television ads and reading papers! Old habits indeed die hard. Though I also agree that the brand should be innovative in terms of its message and content and can also try new mediums of advertising but it can surely not ignore the traditional roti,kapda,makaan (food, clothing shelter) of advertising! Posted in 360 degree advertising, Advertising Strategies, Print Advertising in India, Television Advertising In India | Tagged: 360 degree advertising campaign, 360 degree

marketing, 360 degree marketing campaign, advertising, advertising strategy, brand management, brand strategy, consumer, marketer, marketing and advertising, marketing management, new innovative ways of advertising, print advertising, traditional mediums of advertising, tv advertising | Leave a Comment

Archive for the Ad agency Category

Advertising Agencies
Posted by advertisinginindia on December 5, 2009 Media planners: Media Planners help ad agencies choose the best outlet or medium to reach the customer they want. They plan; schedule, book and purchase space in the print media (newspapers, magazines) or outdoors (billboards, kiosks and bus panels) and time (TV & radio, internet). The media planning exercise may also involve conducting some targeted brand or need-specific research to assess recall and viewership/readership of a campaign. Creative department: The creative departments task is to harness the right words, the most appropriate and arresting visuals anything and everything that will grab the attention and prompt a sale. The creative team in an agency can be further divided into two sections: Copy and Creative. Copy Department: After the client service executive briefs the creative team, the copywriter gets down to the task of putting across the message in words headline, followed by the body copy in the case of a press ad, a dialogue or jingle for a radio spot, or a detailed story board in the case of a TV commercial. A good copywriter must be able to think laterally and originally each time, to co-relate masses of data and research findings so as to present the conclusions in language that is lucid and convincing. The Art Department: Takes care of the overall look and feel of the campaign starting with a scribble or rough sketch which accommodates the various components i.e. headline, visual, picture, text, logo, etc. in a balanced format within the given space.

Selecting the size and type of the font (lettering), the photographic treatment and the overall treatment of the TV commercial is the purview of the visualizers and art directors. While a high level of originality and creative talent form the mainstay, a BFA or degree in applied art or graphic design with knowledge of computer graphics/multimedia is mandatory. Media Research agencies: Market research agencies try to measure the effectiveness of any media. It is research that provides the media planner and creative department, a scientific and measurable basis to sharp-focus their strategy. These professionals are from a variety of disciplines, but share a common comfort level with mathematical or statistical modeling, sampling techniques and psychographics. Media research uses various tools and methodologies to arrive at the reach and consumption of a media vehicle by different target groups over a period of time. These numbers are used as trading tools by the stakeholders of media industry. They also help the media companies to judge the effectiveness of their content in garnering the attention of the Target Group.

\\Archive for the Advertising in India in 2000 Category

Advertising in India: in 2000s and till now
Posted by advertisinginindia on March 29, 2009

In the 2000s, ad agency Lintas merged with Lowe Group to become Lowe Lintas and Partners (LLP) and Trikaya Grey becomes Grey Worldwide. Game shows like Kaun Banega Crorepati became a rage. Bhartis Rs. 2.75-crore corporate TV commercial, where a baby girl is born in a football stadium, became the most expensive campaign of the year. Kyunki Saas Bhi Kabhi Bahu Thi marked the return of family- oriented soap on TV and the popularity of these soaps gave a new boost to TV advertising. Today in India, the scope for advertising has progressed considerably although the Indian advertising spends as a percentage of the Gross Domestic Product (GDP) is still abysmally low (at 0.34 %) as opposed to other developed and developing countries. Advertising revenues are vital for the growth of Entertainment and Media (E&M) industry in India. These low ad spends are an immense potential for growth. This can be seen through the development of so many new mediums of advertising in recent years. Current advertising revenues are estimated to be about 200 billion for 2008.

Archive for the Advertising melange Category

New set up for an ad agency
Posted by advertisinginindia on April 17, 2009

Traditionally, an advertising agency would typically have various set departments under which people are suppose to operate. Client servicing (who do the co-ordination between client and creative, and various agency department, suppliers, etc), Account planning (who work on the strategic planning for the brand), Creative dept headed by the creative director who supervises- Copywriters and Art Directors, Media they plan media spends and actually buy media space on behalf of agencies this function is sometimes hived off to an independent media buying house), Public relations department, market research department. However, these boundaries should not be as stringent as they are right now. Successful advertising campaigns are all about a talented individuals putting efforts across disciplines. For example, creativity has no limitation. Anyone can come up with a creative idea. At the same time, everyone in the team needs to understand all the strategic

planning needed for the brand. Moreover, the client needs to interact with the team rather than an individual who may or may not be able to convey the idea to his best! Hence, the new agency set up is that of a multi talented team that has individuals who are capable of handling things across segments. One may argue that this can create confusion because there is lack of clarity of role and this may lead to confusion in the team but creativity comes from chaos! The idea generation that will be created in the group will be much more than those with traditional agency set up. I am not denying that the new agency set up should not have people who have their domain specifications they should be specialized in their tasks however, the point of argument is that they should not be given just that one task. This will not only keep the employee excited because he or she is being exposed to all the facets of advertising and team work but also will increase the productivity of the agency multifold. Also, there is definitely a hierarchy in the system which means that the order that comes from the senior management is final and binding however this does not stop individuals from contributing to the team. The new agency set up (different individuals from diverse backgrounds come together and take decision collectively. No one has a pre-defined role)

Archive for the Advertising Strategies Category

Does 360 degree advertising campaign work?
Posted by advertisinginindia on February 20, 2010

We are hearing all the time that the traditional media is soon going to disappear and that brands that do not adhere to new innovative ways of marketing and advertising will be forgotten in the consumers mind. Innovative usage of media is the need of the hour and clients should stop spending their money on traditional advertising mediums like print and TV. However, when a marketer is churning out a 360 degree campaign, should he spend on these traditional mediums or should he only use the new innovative mediums of advertising that are available to us today? This seems to be a million dollar question! Let us first clarify what is 360 degree marketing? This strategy is a detailed process where every piece of information concerning a particular brand is communicated to the target audience through all possible channels. Advertising gurus believe that a consumer has shut his brains to advertising in places he knows he is going to be bombarded with various ads. Hence, today a marketer should try and reach his consumer when he least expects it and in places most unlikely. This will help the brand to be registered in consumers mind. Many CEOs of reputed agencies also feel that 360 degree marketing is just a buzzword, quintessentially it is nothing but using all the possible advertising mediums to hit the consumer from all sides. Now, to answer the million dollar question, does 360 degree advertising campaign work? Well, according to me, 360 degree advertising campaign or an integrated marketing campaign is what works really well in a country like India because of the diversity of population in the country. Whatever people may say, I feel traditional ad mediums are here to stay for long because we have been born and brought up watching television ads and reading papers! Old habits indeed die hard. Though I also agree that the brand should be innovative in terms of its message and content and can also try new mediums of advertising but it can surely not ignore the traditional roti,kapda,makaan (food, clothing shelter) of advertising! Posted in 360 degree advertising, Advertising Strategies, Print Advertising in India, Television Advertising In India | Tagged: 360 degree advertising campaign, 360 degree

marketing, 360 degree marketing campaign, advertising, advertising strategy, brand management, brand strategy, consumer, marketer, marketing and advertising, marketing management, new innovative ways of advertising, print advertising, traditional mediums of advertising, tv advertising | Leave a Comment

POP in advertising
Posted by advertisinginindia on January 15, 2010 I rememeber the first time we came across this acronym POP the first thing that came to most of our minds was Plaster of Parisuntil ofcourse we became students of advertising and got enlightened about Point of Purchase and its importance in the big ad mad world!

Point of Purchase (P.O.P) material is an extremely important and effective weapon for all the categories of companies whether in FMCG or in consumer durables or at the industrial or service products end as well as in the arena of pharmaceutical or OTC products. Whether you market chocolates or soaps or cold drinks or you market refrigerators or home loans or financial services or bags or clothes or for that matter any branded item, P.O.P materials should be used well only then will it be effective. With so much competition today for any kind of product POP proves to be extremely useful because you are hitting the consumer (not literally) right there when she is actually at the point where she is going to make her purchase decision. I would recommend for an effective POP study the following steps should be followed. There should be a set of clearly defined POP objectives. The target audience must be clearly defined. Define a time period for the utility of the POP.

The type of POP used The POP should be monitored at 4 levels:a) Company level/ Brand Manager level: A choice has to be done about the type of POP, the size of POP. For example, a mistake could be done about the size of danglers, if long danglers are chosen, they usually tend to hit the customers head in a shop. While making a decision, ego should not come in the way and the brand Manager should personally go to the market to check the POPs. b) At the Distributor level: In most cases if 100 posters were given to the Distributor, 30 were converted into writing pads. c) At the Sales force level: The sales force should personally put up the POPs themselves. d) At the Retailer level: The salesmen should help the retailer to clean up the semipermanent and permanent POPs and put it up at the appropriate place. Posted in Advertising Strategies | Tagged: Advertising in India, point of purchase | Leave a Comment

TEASE Strategy
Posted by advertisinginindia on April 24, 2009 In the times when modern marketers spoon-feed customers, giving them exactly what they want, Stephen Brown who formulated TEASE says customers would rather be teased, tantalized, and tormented by deliciously insatiable desire, and that marketers should stop chasing customers and get customers to chase them instead. When customer orientation is ubiquitous, customer deprivation is a source of potential competitive advantage. * Exclusivity * Secrecy * Amplification * Entertainment * Tricks (Bottom to top)

Tricks: Customers love something that involves them into the product. Rather than just stating the message, playing tricks and games with them and amusing them can yield a much better response to the brand. Entertainment: No longer can marketers expect consumers to read advertising messages and then generate interest by themselves. There are so many advertising messages that consumers are exposed to that you really cannot expect them to read that brilliant copy which you created spending thirty six hours on it. Consumers are looking for entertainment and that too free entertainment. Amplification: Advertising clutter has become a major problem globally and thus the need for innovative advertising mediums and layouts. But implementing that itself is not enough; one needs to announce to the entire community about the strategy that you are using. Untill you create that mass announcement, you will not be noticed. For example: Patchi is a product that caters to a very niche market. However, informing and advertising those few TAs through innovative mediums is not enough. Even the non TAs need to know what Patchi is all about and that they should yearn to reach the TA Patchi caters to. Secrecy: This goes completely against what marketing gurus have so far said. Sometimes, restricting the information from consumers and creating hype about some secrecy can in turn gain a lot of attention for the brand. Who does not love to know a secret vis--vis who wants to read ready mundane product information?. Exclusivity: The key term of this strategy is exclusivity. Customers crave for exclusivity. Be it designer sarees or designer chocolates, exclusivity is respected and cherished world over. Exclusivity allows consumers to luxuriate in the belief that they are the lucky ones, the select few, the discerning elite.

Archive for the Advertising through online and mobile gaming Category
Advertising: Online and mobile gaming
Posted by advertisinginindia on April 12, 2009

Globally, the online game market is expected to reach $4.4 billion by 2010. Gaming especially mobile gaming is becoming an important industry in India. This is primarily fueled by the increasing use of mobile phones in the country. Even online gaming is a huge potential segment for advertising as a result of the increasing usage of PC and internet connections in India. India offers tremendous scope for game developers. Game developers in India are presently catering to the demands of all the four global gaming segments in India i.e. PC gaming, console gaming, online gaming and mobile gaming. All these latest development offer great scope for advertising. In-game advertising, as it is popularly called, has been a growing trend in video games however it is still a nascent market. Yahoo has bought a mobile advertising company Actionality that inserts ads into games and other applications for use on mobile phones. Online in-game advertising has opportunities within each segment. Overall, the majority of gamers arent necessarily against advertising, but the advertising approach needs to be different.

Archive for the Blog advertising in India Category

Blog Advertising in India
Posted by advertisinginindia on April 6, 2009

Every day about 1, 20,000 new blogs are created and Internet already has about 70 million blogs, covering unimaginable number of areas. With the popularity of blogs in India, more and more companies are looking at advertising through blogs. There are many ways one can advertise on a blog; by placing ads on the site, sponsoring the review of the product or the service on the blog, text linking etc. Many companies in India are now creating their blogs and promoting themselves through this medium. Big FM radio jockeys maintain their personal blogs which are linked on the company website. Companies are also creating fictional blog as a marketing tool to promote a product. Big companies like Nokia pay independent bloggers to review their phones. Blogging has given a new meaning to advertising. People want to trust content on the blog because there is transparency. However, companies need to take into consideration the honest opinions that may be published on the blog about their products. This can give them a feedback and a reality check about their product/service and also help them to improve on the same. Hence, quintessentially, blog advertising can be categorized in three parts: Advertising on blogs: putting up banners, click-through ads and other types of ads on the blogs.

Blog owned by the companies: Where company lets out information about its product or service and answers consumer queries, building brand loyalty Company sponsoring individual blogs: Some companies sponsor individuals to write about their product or service on their blog. Blogging has thus become one of the fastest growing new means of advertising in India.

Archive for the Commercial forms of advertising Category

Commercial forms of advertising
Posted by advertisinginindia on April 4, 2009

Commercial advertising as a broad category includes wall paintings, street furniture components, printed flyers and rack

cards, banners, brochures, catalogs, shopping carts, skywriting, bus stop benches, human billboards, sides of buses, banners attached to or sides of airplanes, taxicab doors, passenger screens, trains, supermarkets, shopping cart handles, backs of event tickets and receipts. Any place an identified sponsor pays to deliver their message through a medium is advertising. There are a lot of innovations that are being carried out in these mediums as the traditional mediums are increasingly facing ad clutter. A creative idea implemented with an innovative medium with low spending is the key advertisers and marketers are using to unlock consumers minds in these recessionary periods. Companies want to catch their target audience when they least expect it. This will help then to retain top of the mind recall especially if the idea is executed creatively. Whether it is advertising behind a bus ticket or performing a play in a local train or advertising on a human space, execution of the idea along with correct use of the medium can surely attract audiences attention. Lastly, creativity will never go unnoticed. It has and will always be capable of amusing, entertaining and leaving the audiences in awe!

Archive for the Internet advertising in India Category

Internet Advertising in India
Posted by advertisinginindia on April 5, 2009

The business of internet portals and online advertising are increasing on a large scale in the country. Internet advertising is expected to emerge as the fastest growing segment over the next five years, driven by the accelerating numbers of internet users. Internet advertising stood at approximately INR 1 billion in 2005. The growth of internet advertising is estimated to be atleast 50 % over the next five years. The biggest advantage of new media advertising is that it is relatively cheaper in comparison to other media and can also be done in an attractive manner. Moreover, various small and upcoming businesses can easily go for new media advertising. In other words, it is very appealing in nature and simultaneously entices customers too. Going for new media advertising is the wisest choices as it gives the surfer both visual and graphic treat. Also one can use new media advertising in any local language and customized message. Anyone irrespective of the place he resides can access the Internet from any corner of the globe which means that this medium provides great reach. Internet has emerged as one of the most convenient ways to promote any brand or company.

Archive for the Mobile Advertising Category

Mobile Advertising
Posted by advertisinginindia on April 14, 2009 Mobile phones became a new means of advertising in 1998. When the first paid downloadable content appeared on mobile phones in Finland, it was only a matter of time until mobile advertising followed. By 2007 the value of mobile advertising had reached $2.2 billion and providers such as Admob delivered billions of mobile ads. More advanced mobile ads include banner ads, coupons, Multimedia Messaging Service picture and video messages, advergames and various engagement marketing campaigns. A particular feature driving mobile ads is the 2D Barcode, which replaces the need to do any typing of web addresses, and uses the camera feature of modern phones to gain immediate access to web content. 83 percent of Japanese mobile phone users already are active users of 2D barcodes. In India too, mobile advertising is growing multifold. Many services like mginger.com are offering SMS advertising to millions of subscribed users who in turn get paid for every ad SMS message that they receive. Besides, banner ads and coupons are also popular in India.

Archive for the OOH advertising in India Category

Out-of-home (OOH) Advertising in India:

Posted by advertisinginindia on April 3, 2009

The OOH industry is largely fragmented. Outdoor media sites are predominantly owned and operated by small local players and are typically marketed by them to advertisers and advertising agencies. Tremendous technological innovation has taken place in this industry which these small players cannot utilize due to lack of knowledge and funds. New billboard technologies like LCD (Liquid Crystal Display) billboards have now come to India which can be seen in airport business lounges. These are digital posters that provide information for business-class passengers with Eye selling advertising. The information is transmitted to the LCDs via wireless technology, similar to that used in mobile phones. LED (Light-emitting diode) billboards are also driving the market. LED video billboards are brighter than conventional billboards require less electricity to operate and can be changed from a central location. OOH advertising successfully focuses on the targeted audience. Due to the localized nature of the medium, this medium turns out to be a relatively cheaper and cost effective for local advertisers than broad based regional or national medium.

Archive for the Print Advertising in India Category

Does 360 degree advertising campaign work?
Posted by advertisinginindia on February 20, 2010

We are hearing all the time that the traditional media is soon going to disappear and that brands that do not adhere to new innovative ways of marketing and advertising will be forgotten in the consumers mind. Innovative usage of media is the need of the hour and clients should stop spending their money on traditional advertising mediums like print and TV. However, when a marketer is churning out a 360 degree campaign, should he spend on these traditional mediums or should he only use the new innovative mediums of advertising that are available to us today? This seems to be a million dollar question! Let us first clarify what is 360 degree marketing? This strategy is a detailed process where every piece of information concerning a particular brand is communicated to the target audience through all possible channels. Advertising gurus believe that a consumer has shut his brains to advertising in places he knows he is going to be bombarded with various ads. Hence, today a marketer should try and reach his consumer when he least expects it and in places most unlikely. This will help the brand to be registered in consumers mind. Many CEOs of reputed agencies also feel that 360 degree marketing is just a buzzword, quintessentially it is nothing but using all the possible advertising mediums to hit the consumer from all sides. Now, to answer the million dollar question, does 360 degree advertising campaign work? Well, according to me, 360 degree advertising campaign or an integrated marketing campaign is what works really well in a country like India because of the diversity of

population in the country. Whatever people may say, I feel traditional ad mediums are here to stay for long because we have been born and brought up watching television ads and reading papers! Old habits indeed die hard. Though I also agree that the brand should be innovative in terms of its message and content and can also try new mediums of advertising but it can surely not ignore the traditional roti,kapda,makaan (food, clothing shelter) of advertising! Posted in 360 degree advertising, Advertising Strategies, Print Advertising in India, Television Advertising In India | Tagged: 360 degree advertising campaign, 360 degree marketing, 360 degree marketing campaign, advertising, advertising strategy, brand management, brand strategy, consumer, marketer, marketing and advertising, marketing management, new innovative ways of advertising, print advertising, traditional mediums of advertising, tv advertising | Leave a Comment

Print Advertising in India

Posted by advertisinginindia on April 1, 2009

Print media advertising has come a long way. The Indian print media had been lobbying for opening up of the sectors to foreign direct investment. In 2005, the government relaxed foreign direct investment, but with many conditions. The print media boomed in 05 when Jagran solutions and HT media came out with publications. Since the demand for Indian content is on the rise, print advertising too is going to be on the rise. In the previous year, print advertising growth has been 5 %. New innovative layouts are being tried and tested in the print media rather than the traditional layouts to attract

consumers attention. Food products and cellular services are the ones to try these new layouts in print. The Print media is highly fragmented with most publications being family owned. However, the trend is now changing and publishers are looking to expand their markets leaving new opportunities for print advertising. Print advertising has seen growth of 6% during Jan-Sep 08 compared to Jan-Sep 07. Education sector was the top sector in Print advertising during Jan-Sep 08. Tata Motors Ltd was the number one advertiser in Print advertising during Jan-Sep 08. In this energetic and bubbly media scenario, Print is the dominant medium and has greatly contributed to the development of media. Companies however continue to put their energies and time heavily in television and sometimes ignore print which is such a powerful medium of advertising.

Archive for the Radio Advertising in India Category

Radio Advertising in India
Posted by advertisinginindia on April 2, 2009

Radio has been the cheapest mode of entertainment in India for a long time. Radio almost reaches out to 99% of the population in India. New technology and innovations have given rise to satellite, internet and community radio which are hitting in Indian market and will provide new opportunities to radio advertising although currently advertising is not allowed on community radio. Opening up of the new radio channels in India is providing a great boost to creative content companies as well as challenge to bring creative advertising to radio considering it is only a listening medium. The biggest advantage of radio is that it can tap the rural markets effectively to a large extent. As compared to TV commercials, radio commercials are very economical and easy to make. This provides tremendous scope to advertisers who are able to experiment with the layout and the design in radio ads catering to different cities, different day-parts and different brand objectives. Radio has become infotainment now. Radio is cheap and you can carry it anywhere and thats the biggest advantage of radio. Radio means different things for different people. While 60 % of the revenue of the radio advertising industry comes from the private FM broadcasters and the balance from the All India Radio (AIR). With new FM stations mushrooming by the dozen in India, radio advertising industry will gross Rs 1800 crore ($450 million) by 2012.

Archive for the social networking sites advertising Category

Advertising on Social Networking sites
Posted by advertisinginindia on April 10, 2009

A new form of internet advertising that is growing rapidly is social network advertising. It is online advertising with a focus on social networking sites. This is a relatively immature market, but it has shown a lot of promises as advertisers are able to take advantage of the demographic information the user has provided to the social networking site.

One of the best uses of this medium is that advertisers can get directly in touch with people, knowing their demographics and personality profiles. Because some of these sites have communities on various subjects which individuals join to share their interests, advertisers are exactly able to know what kind of target audience they are looking at.

Wikipedia has named this activity as Friendertising as it is a more precise advertising term in which people are able to direct advertisements toward others directly using social network service. Example: The recent pink Chaddi campaign became very popular through extensive use of the social networking site Facebook. This site also offers great opportunities for advertisers to advertise their products and services uniquely.

Archive for the Television Advertising In India Category

Does 360 degree advertising campaign work?
Posted by advertisinginindia on February 20, 2010

We are hearing all the time that the traditional media is soon going to disappear and that brands that do not adhere to new innovative ways of marketing and advertising will be forgotten in the consumers mind.

Innovative usage of media is the need of the hour and clients should stop spending their money on traditional advertising mediums like print and TV. However, when a marketer is churning out a 360 degree campaign, should he spend on these traditional mediums or should he only use the new innovative mediums of advertising that are available to us today? This seems to be a million dollar question! Let us first clarify what is 360 degree marketing? This strategy is a detailed process where every piece of information concerning a particular brand is communicated to the target audience through all possible channels. Advertising gurus believe that a consumer has shut his brains to advertising in places he knows he is going to be bombarded with various ads. Hence, today a marketer should try and reach his consumer when he least expects it and in places most unlikely. This will help the brand to be registered in consumers mind. Many CEOs of reputed agencies also feel that 360 degree marketing is just a buzzword, quintessentially it is nothing but using all the possible advertising mediums to hit the consumer from all sides. Now, to answer the million dollar question, does 360 degree advertising campaign work? Well, according to me, 360 degree advertising campaign or an integrated marketing campaign is what works really well in a country like India because of the diversity of population in the country. Whatever people may say, I feel traditional ad mediums are here to stay for long because we have been born and brought up watching television ads and reading papers! Old habits indeed die hard. Though I also agree that the brand should be innovative in terms of its message and content and can also try new mediums of advertising but it can surely not ignore the traditional roti,kapda,makaan (food, clothing shelter) of advertising! Posted in 360 degree advertising, Advertising Strategies, Print Advertising in India, Television Advertising In India | Tagged: 360 degree advertising campaign, 360 degree marketing, 360 degree marketing campaign, advertising, advertising strategy, brand management, brand strategy, consumer, marketer, marketing and advertising, marketing management, new innovative ways of advertising, print advertising, traditional mediums of advertising, tv advertising | Leave a Comment

Television Advertising in India

Posted by advertisinginindia on March 30, 2009

Television advertising in India has is one of the fastest growing markets in the Asia Pacific regions of the globe. Since the Indian television is on a threshold of a major technological change, with new distribution technologies like digital cable, DTH (Directto home) and IPTV (Internet Protocol television), television on advertising is surely going to take on a new role. Because of the increased interactivity in content and niche programming styles catering to very specific target groups, advertising on television too is going to be more focused and will definitely draw more eyeballs. Moreover, today, TV enabled mobile handsets are gaining popularity in India. This might change the nature of TV advertising. Bharti, Vodafone and Reliance will provide their channels on mobile handsets. Times Now, a 24 hours news and current affair channel from the Times Group was first launched on Reliance mobiles and then on the regular TV sets. Reality formats are popular amongst television and they lay emphasis on audience interaction. SMS voting and in-programme advertising has become a key ingredient in most of these shows. This too gives new scope of advertising. Because of the increased audience fragmentation, both the advertisers and the broadcasters are constantly on their toes. Also, the launch of six DTH platforms in India will create innovative advertising spaces. In fact the incoming of the DTH services in India is being viewed as a healthy development for the advertising and the television industry. There has been a 29% growth in TV advertising in during the first quarter of 2008. Hindustan Unilever Ltd. was the number one television advertiser during the first quarter of 2008. At the same time, many companies are refraining to use this medium because of the clutter and lack of focus in the medium.

Archive for the Top 10 Ads Category

Top 10 Ads of 2008
Posted by advertisinginindia on May 10, 2009 *Havells cable Agency LOWE *Limca- Agency O&M * Cadbury- Agency O&M * Tata Sky Agency -O&M * Max New York Life Agency EuroRSCG * Pepsi Youngistan Series Agency JWalterThompson * Idea Agency Lowe * Airtel DTH Agency Rediffusion * IDBI Agency - O&M * Vodafone Happy to help- Agency -O&M

Archive for the TV campaigns Category

Analyzing Iodex TV campaign
Posted by advertisinginindia on April 20, 2009