1. HISTORY OF ADVERTISING

2. The Evolution of Advertising
1850’s-1900 ’s
1920’s
Age of
Print
Industrial
Revolution &
Consumer Society
Science
Rise of
Agencies
World War I-World War II
1950’s
1960’s-1970’s
1970’s- 1990’s
Advertising
Declines
Reintroducing
Consumers to
Marketing
Creative
Era
Accountability

3. Historical Roles of Advertising
The Post Industrial Age (Starting 1980)
Age of social responsibility / Quality of life issues
Lifestyle advertising

4. Historical Roles of Advertising
The Global Interactive Age (Last 15 years)
Growth in world markets

5. Historical Roles of Advertising
The Pre-industrial Age (up to start of 19th century)
The Industrializing Age (To WW1)
The Industrial Age (1900’s to 1970s)
The Post Industrial Age (Starting 1980)
The Global Interactive Age

6. 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 ).

7. The 1900s
B Dattaram & Co claims to be the oldest existing Indian agency in Girgaum in Bombay
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
LR Swami & Co, Madras

8. 1926 - LA Stronach & Co (India) Pr
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
BOMAS Ltd (Formerly DJ Keymer & Co Ltd) set up
J Walter Thompson Co Pr. Ltd formed

9. Indian agencies, foreign advertising in the thirties
National Advertising Service Pr. Ltd. Bombay set up - Universal Publicity Co, Calcutta formed
Venkatrao Sista opens Sista Advertising and Publicity Services as first full service Indian agency
Indian Publicity Bureau Pr Ltd, Calcutta established
Krishna Publicity Co Pr. Ltd, Kanpur begins operations - Studio Ratan Batra Pr. Ltd, Bombay established - Indian Broadcasting Company becomes All India Radio (AIR)
Jayendra Publicity, Kolhapur started
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

10. Indianising advertisements in the forties
Navanitlal & Co., Ahmedabad set up
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
Advertising & Sales Promotion Co (ASP), Calcutta established
Dazzal, Bombay comes into existence - Ranjit Sales & Publicity Pr. Ltd, Bombay started

11. 1945 - Efficient Publicities Pr
Efficient Publicities Pr. Ltd, Madras set up - Tom & Bay (Advertising) Pr. Ltd., Poona begins operations in India
Eastern Psychograph Pr. Ltd., Bombay set up - Everest Advertising Pr. Ltd, Bombay established
Grant Advertising Inc, Bombay formed - Swami Advertising Bureau, Sholapur started
RC Advertising Co, Bombay set up - Phoenix Advertising Pr. Ltd, Calcutta formed

12. Corporate advertising in the fifties
1950s - Radio Ceylon and Radio Goa become the media option
Vicks VapoRub: a rub for colds, causes ripples with its entry in the balm market
Shantilal G Shah & Co, Bombay
Advertising Club, Mumbai set up - Express Advertising Agency, Bombay - India Publicity Co. Pr. Ltd., Calcutta
Aiyars Advertising & Marketing, Bombay - Clarion Advertising Services Pr. Ltd, Calcutta
Vividh Bharati kicks off
Shree Advertising Agency, Bombay
Associated Publicity, Cuttack

13. Creative revolution in the sixties
Advertising Accessories, Trichur started - Marketing Advertising Associates, Bombay set up
Industrial Advertising Agency, Bombay comes into existence - Bal Mundkur quits BOMAS to set up Ulka the same year
India's television's first soap opera - Teesra Rasta enthralls viewers
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

14. 1965 - Kersey Katrak sets up Mass Communication and Marketing (MCM)
Government persuaded to open up the broadcast media - Ayaz Peerbhoy sets up Marketing and Advertising Associates (MAA)
First commercial appears on Vividh Bharati
Nari Hira sets up Creative Unit - India wins the bid for the Asian Advertising Congress
Sylvester daCunha left Stronach's to run ASP; later sets up daCunha Associates
Frank Simoes sets up Frank Simoes Associates

15. The problematic seventies
National Readership Studies provided relevant data on consumers' reading habits
Concept of commercial programming accepted by All India Radio - Hasan Rezavi gives the very first spot on Radio Ceylon
Benson's undergo change in name to Ogilvy, Benson & Mather
Western Outdoor Advertising Pvt Ltd (WOAPL) introduces first closed circuit TV (CCT) in the country at the race course in Mumbai
RK Swamy/BBDO established

16. 1974 - MCM goes out of business - Arun Nanda & Ajit Balakrishnan set up Rediffusion
Ravi Gupta sets up Trikaya Grey
Commercial Television initiated
First television commercial seen
Ogilvy, Benson & Mather's name changes to Ogilvy & Mather

17. Glued to the television in the eighties
Mudra Communications Ltd set up - King-sized Virginia filter cigarette enters market with brand name of 'Charms’
Network, associate of UTV, pioneers cable television in India
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
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

18. Hum Log, Doordarshan's first soap opera in the colour era is born - Viewers still remember the sponsor (Vicco) of Yeh Jo Hai Zindagi!
Mudra makes India's first telefilm, Janam
new brands of products and services appearing on the Indian Market
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
AAAI's Premnarayan Award instituted
Advertising Club Bombay begins a biennial seminar called 'Advertising that Works' - Advertising & Marketing (A&M) magazine launched

19. Tech savvy in the nineties
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
First India-targetted satellite channel, Zee TV starts broadcast - Close on the throes of the Gulf War enters STAR (Satellite Transmission for Asia Region)
Spectrum, publisher of A&M, constitutes its own award known as 'A&M Awards' - Scribes and media planners credit The Bold And The Beautiful serial on STAR Plus channel as a soap that started the cultural nvasion

20. India's only advertising school, MICA (Mudra Institute of Communications Ahmedabad), is born - Tara on Zee TV becomes India's first female-centric soap
Advertising Club of Bombay calls its awards as Abby - Country's first brand consulting firm, SABRE (Strategic Advantage for Brand Equity) begins operations
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

21. 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 Events assume important role in marketing mix - Rise of software TV producers banking on ad industry talent - Reinventing of cinema -advertising through cinema begins
Lintas becomes Ammirati Puri Lintas (APL)
B2B site agencyfaqs.com launched on September 28, The Advertising Club Bombay announces the AdWorks Trophy

22. In the new millennium
Mudra launches magindia.com - India's first advertising and marketing Gallery - Lintas merges with Lowe Group to become Lowe Lintas and Partners (LLP) - bigideasunlimited.com - a portal offering free and fee ideas for money launched by Alyque Padamsee and Sam Mathews - Game shows like Kaun Banega Crorepati become a rage; media buying industry is bullish on KBC - Kyunki Saas Bhi Kabhi Bahu Thi marks the return of family- oriented soap on TV - French advertising major Publicis acquires Maadhyam
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
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

23. Historical Roles of Advertising
The Pre-industrial Age (up to start of 19th century)

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

25. Historical Roles of Advertising
The Industrial Age (1900’s to 1970s)
Luxury goods developed
Manufacturers changed from a production orientation to a sales orientation

26. Roles of Advertising Marketing Role
Marketing is the process a business uses to satisfy consumer needs and wants through goods and services.
Communication Role
Advertising is a form of mass communication.
Economic Role
Two main views about advertising, either the market power model or the economics of information theory.
Societal Role
Informs us about new and improved products, teaches us how to use these innovations, etc.

27. Types of Advertising Interactive Advertising Brand Advertising
Public Service
Advertising
Retail or Local
Advertising
Institutional
Advertising
Political
Advertising
Business-to-
Business
Advertising
Directory
Advertising
Direct-Response
Advertising

28. Functions of Advertising
Provide Incentives
To Take Action
Provide Product &
Brand Information
Provide Reminders and Reinforcement
Advertising
Performs 3 Basic
Functions

29. The shift from seller initiative to buyer initiative

31. But what it can not do…

32. UNITED COLORS OF BENETTON
The United Colors of Benetton: a company of colors and controversies. Offering the world an insight to fashion, as well as, human equality and world issues, Benetton gives us stylish clothing and innovative promotion. While trying to capture an audience favoring Italian character in style and design, the company additionally desires to present the world with contentious campaigns to awaken thoughts and debates. These controversies are jeopardizing Benetton’s position in the industry, and its reputation of being trendily unique and committing to world harmony. The United Colors of Benetton (Benetton), an Italian based company, is primarily focusing its business on clothing and controversial advertising.

34. UCB- Advertising a) How it is perceived?
Benetton has earned worldwide recognition by creating advertisement themes that promote diversity and various other social causes.
The company strives to promote itself as a socially responsible business, by supporting social organizations and discussing moral issues in its print campaigns throughout the world.
Unlike most advertisements which are centered on a company’s product or image, Benetton’s advertising campaigns addressed social and political issues.

35. b) Appeal of the advertisement
Most of its advertisements were severely rebuked by governments, media and general public.
But Benetton has been successful in delivering its socially responsible message amidst controversies.

36. c) Campaign and its importance
S.No.
Campaign
Importance 1.
All the colors of the world altered as United Colors of Benetton
The company adopted the slogan as its actual logo 2.
Images showed youth of both sexes and every skin tone
Suggested a somewhat abstract universe ruled by the easy straightforwardness of relationships and feelings 3.
Religious and political conflict (the Palestinian and the Israeli)
All of these conflicts were based on taboos, on the impossibility of co-existence, on a difference that separates rather than unites.
By acknowledging these differences and prohibitions, the brand appeared more involved.
Benetton had a plan: to integrate opposites, to unite differences under a single flag, the flag of its own logo 4.
Religious and sexual conflict (a priest kissing a nun) 5.
Moral conflict (the stereotypes of good and evil, symbolized by an angel and the devil)

37. 6.
A photo of a war cemetery
This photo signaled a break with the previous campaigns. The style became “realistic,” introducing depth of field, and a bit of “real life” burst into the artificially sweetened universe of advertising 7.
Image of a newborn baby still attached to the umbilical cord
Intended as an anthem to life 8.
A man dying of AIDS,
Benetton’s use of it in its advertising that brought it to the attention of the world media and made people talk about dying of AIDS 9.
A soldier gripping a human thigh bone
Introduced a new and intriguing question about the fate of advertising: can marketing and the enormous power of advertising budgets be used to establish a dialogue with consumers that focuses on something other than a company’s products
10.
A man assassinated by the Mafia,
11.
A car on fire,
12.
A ship being stormed by emigrants
13.
Sixth World AIDS Day, on December 1st 1993, an enormous pink condom, 22 meters high and 3.5 meters wide, was placed on the obelisk in the Place de la Concorde in Paris
A symbol of the fight against AIDS, Benetton proved that a “different” use of advertising was indeed possible

38. 14.
Dying AIDS patient
The motif "Dying AIDS patient" addresses the serious problems of the AIDS disease and the pain as well as the grief this disease entails. It is legally important that Benetton had the consent of the dying AIDS patient .
16.
Priest kissing nun
The motifs "Priest kisses nun" and "Military cemetery with Star of David" use religious forms and affect religious feelings.
17.
Military cemetery with Star of David
18.
T-shirt of Bosnian soldier
The motifs "Gunman with bone" and "T-shirt of Bosnian soldier" address the genocides, which took place in Africa and Bosnia.
19.
Gunman with bone
20.
Container with refugees
The motifs "Container with refugees" and "Ship with refugees" address war and political upheavals taking place in developing and third world countries
21.
H.I.V. positive
The "H.I.V.-positive"-motif appeals to the prejudice of people against others that carry the burden of an abnormality - such persons become "branded" by society.
22.
Oil-polluted duck
The motif "Oil-polluted duck" concerns the problems of environment pollution and big environmental catastrophes.
23.
Child labor
The motif "Child labor" alludes to a social and economic problem of developing countries

39. d) Benetton’s communication philosophy
Benetton believes that it is important for companies to take a stance in the real world instead of using their advertising budget to perpetuate the myth that they can make consumers happy through the mere purchase of their product.
The company opted for a communication strategy in which issues and not clothes play the lead part. The company has decided to devote some of its advertising budget to communicate on themes relevant to young and old people worldwide.
Using these images in this unconventional way is an effort by Benetton to break through the complacency that exists in our society due to the constant flow of even the most horrendous realities communicated through conventional media such as the evening news or the morning paper.
By removing these images from their familiar contexts and putting them in a new context they are more likely to be noticed and given the attention they deserve as the viewer becomes involved in the process of answering the questions.

40. e) The Changing Society – Values (COUNTRY SPECIFIC)
The Benetton’s strategy to handle the cross cultural issues is through popularizing the brand unlike most advertisements which centered around a company’s product or image, Benetton’s advertising campaigns addressed social and political issues like racial integration, AIDS awareness, war, poverty, child labor, death, pollution etc. The company tried more to “communicate” to the world about these issues rather than to “sell” apparel and accessories. In every country Benetton aimed at creating world peace and harmony. Benetton also aims at Reality advertising, by showing social issues (Two people in flood in Calcutta)

42. Marlboro – The Marlboro Man
PERU
Argentina
Dominican Republic
USA
Hong Kong
Philippines

43. Louis Vuitton uses celebrity…

44. Challenges in Achieving Local Relevance: Coca cola
Keeping The Classic Look and Taste Worldwide
When Coca-Cola was first introduced into the Chinese market, Chinese characters selected sounded like Coca-Cola but actually meant, “bite the wax tadpole.”
In Russian, “enjoy” was changed to “drink,” because “enjoy” has a particular sensual connotation, in that language, that doesn’t apply to soft drinks.

45. US version
Arab version

46. European version
Arab version

50. Most controversial ads in the history of advertisement

51. 1. DEPARTMENT OF HEALTH - 774 COMPLAINTS
The controversial ad which could 'frighten and distress youngsters'
As part of the NHS's anti-smoking drive, this television, press, internet and poster ad campaign showed smokers having a fish hook pulled through their cheek, representing their craving for cigarettes.
Many of those who complained said the adverts were offensive, frightening and distressing. The largest group of complaints related to the poster ads and the effect they could have on children.
The ASA found the adverts were unlikely to cause serious offence or distress to adult viewers.
But despite an "ex-kids restriction" - which stops adverts being shown during or around programming aimed at children - two of the television adverts and the poster ads were found to have the potential to frighten and distress youngsters.

52. 2. TRIDENT GUM - 519 COMPLAINTS
These adverts showed people speaking in Caribbean accents while extolling the virtues of the new gum from Cadbury's and drew complaints that they were offensive and racist.
People argued the ads - shown on television and in cinemas - showed stereotypes that ridiculed black or Caribbean people and their culture.
The ASA decided the adverts did not incite racial discrimination but acknowledged that a significant minority of viewers had been unintentionally offended.

53. 3. RUSTLERS COMPLAINTS
Television adverts for Rustlers drew ire from viewers who thought they were sexist and demeaning to women.
The adverts for the microwaveable burgers showed a man and a woman arriving at the man's flat, with the woman agreeing to having a coffee while sitting on a sofa.
The man then punches into a microwave style keypad which sets the sofa rotating, soon revealing the woman wearing just underwear.
The humour in the ads would be unlikely to cause serious or widespread offence the ASA ruled. But it had an ex-kids restriction and was shown during Bugsy Malone, a film that would appeal to children, so complaints about scheduling were upheld.

54. Thank You…