1441-
1850
1850’s-
1900
1900-
1950’s
1920’s
Age of
Print
Industrial
Revolution &
Consumer Society
Age of
Science
Rise of
Agencies
World War I-
World War II
1950’s
Advertising
Declines
Reintroducing
Consumers to
Marketing
1960’s-
1970’s
Creative
Era
1970’s-
1990’s
Accountability
Era

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

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

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

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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).

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- 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

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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

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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

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- 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
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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

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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

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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

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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

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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

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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

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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

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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

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1990
- Marks the beginning of new medium Internet
- Agencies open new media shops; go virtual with websites and Internet advertising
- Brand Equity (magazine) of The Economic Times is born
1991
- First India-targetted satellite channel, Zee TV starts broadcast
- Close on the throes of the Gulf War enters STAR (Satellite Transmission for
Asia Region)
1992
- Spectrum, publisher of A&M, constitutes its own award known as 'A&M
Awards'
- Scribes and media planners credit The Bold And The Beautiful serial on STAR
Plus channel as a soap that started the cultural nvasion

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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

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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

- Mudra launches magindia.com - India's first advertising and marketing
Gallery
- Lintas merges with Lowe Group to become Lowe Lintas and Partners (LLP)
- bigideasunlimited.com - a portal offering free and fee ideas for money launched by Alyque Padamsee and Sam Mathews
- Game shows like Kaun Banega Crorepati become a rage; media buying industry is bullish on KBC
- Kyunki Saas Bhi Kabhi Bahu Thi marks the return of family- oriented soap on
TV
- French advertising major Publicis acquires Maadhyam
 2001
- Trikaya Grey becomes Grey Worldwide
- Bharti's Rs 2.75-crore corporate TV commercial, where a baby girl is born in a football stadium, becomes the most expensive campaign of the year
 2002
- Lowe Lintas & Partners rechristened Lowe Worldwide
- For the first time in the history of HTA, a new post of president is created.
Kamal Oberoi is appointed as the first president of HTA

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

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

 The Industrial Age (1900’s to 1970s)
 Luxury goods developed
 Manufacturers changed from a production orientation to a sales orientation

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.

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

Provide
Incentives
Provide
Product &
To Take
Action
Brand
Information
Provide
Reminders and
Reinforcem ent
Advertising
Performs 3 Basic
Functions

 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.

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

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

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c) Campaign and its importance
Campaign
S.No.
1. All the colors of the world altered as United Colors of Benetton
Importance
Images showed youth of both sexes and every skin tone
The company adopted the slogan as its actual logo
Suggested a somewhat abstract universe ruled by the easy straightforwardness of relationships and feelings
Religious and political conflict (the Palestinian and the Israeli)
Religious and sexual conflict (a priest kissing a nun)
Moral conflict (the stereotypes of good and evil, symbolized by an angel and the devil)
All of these conflicts were based on taboos, on the impossibility of coexistence, 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

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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
Intended as an anthem to life Image of a newborn baby still attached to the umbilical cord
A man dying of AIDS,
A soldier gripping a human thigh bone
A man assassinated by the Mafia,
A car on fire,
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
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
A ship being stormed by emigrants
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

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Dying AIDS patient
Priest kissing nun
Military cemetery with Star of David
T-shirt of Bosnian soldier
Gunman with bone
Container with refugees
H.I.V. positive
Oil-polluted duck
Child labor
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 .
The motifs "Priest kisses nun" and
"Military cemetery with Star of David" use religious forms and affect religious feelings.
The motifs "Gunman with bone" and "Tshirt of Bosnian soldier" address the genocides, which took place in Africa and
Bosnia.
The motifs "Container with refugees" and
"Ship with refugees" address war and political upheavals taking place in developing and third world countries
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.
The motif "Oil-polluted duck" concerns the problems of environment pollution and big environmental catastrophes.
The motif "Child labor" alludes to a social and economic problem of developing countries

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

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

PERU
Argentina
USA
Dominican
Republic Hong Kong
Philippines

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

US version
Arab version

European version Arab version

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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.

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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.

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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.