Advertising History

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1841- Volney B. Palmer, a space salesman, worked on 50% commission
1850 - George P. Rowell, a space wholesaler, bought space in wholesale from
publishers

1869 - George P. Rowell developed directory, Directory having circulation, charged

proportional rates

1870 - Charles Austin Bates – Agency became creative center

1877 - The first documented advertising agency in the United States was the N. W.
Ayer Agency, established in 1877 (Gilson, 1980).

1895, radio became popular for home and family use only in the early 1920s.
For example, soap operas were originally created for the purpose of
advertising Procter & Gamble's soap products (Gilson, 1980).

1980-Prior to this time, advertising agents were space brokers —agents who
solicited ads from businesses and then sold them to newspapers that had
difficulty getting out-of-town advertising (Gilson, 1980; Russell and Lane).
 Evolution of the Advertising Agency from the 1870s to the Early 1900s
By 1900 - The first specialized magazines had begun to appear in the United States.
Magazines such as Field & Stream (in 1895) and Good Housekeeping
established niche markets, which allowed for mass marketing .

Ø1920s - (Goodrum and Dalrymple, 1990). Created full-color magazine advertisements for goods
such as expensive auto mobiles, refrigerators, and radios. Newspapers continued to use simple
advertisements.

ØThe American Association for Advertising Agencies (AAAA) was founded in 1917, partially in
response to these Advertising concerns.

ØBy 1917, publishers had agreed to set a flat rate of 15 percent as the standard commission an
advertising agency would receive—with the exception of local advertising,
Ø
ØThe Federal Trade Commission Act of 1914 was originally designed to make all unfair methods of
competition unlawful.

ØIt was not until 1922 that advertising was legally regulated under this act. The case that set this
legal precedent was FTC v. Winsted Hosiery Company (1922) (Russell and Lane, 1998).
Ø
ØThe Pure Food and Drug Act of 1906 was the first act that limited the advertising of patent
medicines— drugs that were advertised using exaggerated claims of effectiveness—for use by
children.
Ø
Evolution of the Advertising Agency from 1920 to the Early 1950s

1920s ­ (Goodrum and Dalrymple, 1990). Created full­color magazine 
advertisements for goods such as expensive auto mobiles, refrigerators, and 
radios. Newspapers continued to use simple advertisements.

The 1934 ­Wheeler­Lea Amendment to the Federal Trade Commission Act 
enabled the Federal Trade Commission (FTC) to protect consumers from 
deceptive advertising in the food, drug, therapeutic device, and cosmetic 
industries.
  Indian Advertising
Indian Advertising starts with the hawkers calling out their wares right from the 
days when cities and markets first began 
1.Shop front signages 
2.From street side sellers to press ads 
3.The first trademarks 
4.Handbills distributed separately from the products 

18th Century

Ads appear for the first time in print in Hickey's Bengal Gazette. India's first 
newspaper (weekly). 

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 

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). 
 Indian agencies( 1900’s )
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 
 Indian agencies, foreign advertising in the 30’s  

1931      National Advertising Service Pr. Ltd. Bombay set up 
     Universal Publicity Co, Calcutta formed 

1934          Venkatrao Sista opens SistaAdvertising and Publicity     
                  Services as first full service Indian agency Indian Publicity   
                  Bureau Pr Ltd, Calcutta established
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. In1939, DaldaAd was  
                   10mts film.
 Indian advertisements in the 40’s 
1940­Navanitlal & 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

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 50’s 

1950  ­    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 60’s
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 
         ­     Levers toying with giving its brands to other agencies 
         ­     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 
 The problematic 70’s 

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 PvtLtd (WOAPL) introduces first closed circuit 
TV  
               (CCT) in the country at the race course in Mumbai 
-
1974­      MCM goes out of business 
                Arun Nanda & Ajit Balakrishnan set up Rediffusion 

1976­      Commercial Television initiated 

1978­      First television commercial seen 
 Television in the 80’s
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

1983 - Maggi Noodles launched to become an overnight success

- Mudrasponsors 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 - 915 new brands of products and services appearing on the Indian Market

1986 - Sanandais 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 open new media shops; go virtual with websites & Internet advertising 
        ­ Brand Equity (magazine) of The Economic Times is born 
1991­ First India­targetted satellite channel, Zee TV starts broadcast 
        ­ Close on the throes of the Gulf War enters STAR 
1992­ ­ Scribes and media planners credit The Bold & The Beautiful serial on STAR  
1993­ India's only advertising school, MICA (Mudra Institute of 
          Communications Ahmedabad), is born 
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 
        ­ 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 
        ­ Reinventing of cinema ­advertising through cinema begins 
1998­ Lintas becomes Ammirati Puri Lintas (APL) 
 In the new millennium

2000­ Mudra launches magindia.com ­ India's first advertising & 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'sRs 2.75­crore 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
 TOP ADVERTISING COMPANY IN INDIA

Adbur PvtLtd          Akshara Advertising 
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Contract Advertising (India) Ltd           Creative Advertising 
Enterprise Nexus Communications Pvt. Ltd        Euro RSCG Advertising Pvt Ltd 
MAA BozellCommunications Ltd                         Madison Advertising Pvt Ltd 
Marketing Consultants & Agencies Ltd               MCS Communications Pvt Ltd 
Market Missionaries (India) PvtLtd                    Moulis Euro RSCG (I)Pvt Ltd 
National Advertising Agency                                Ogilvy & Mather Ltd
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Publicis Zen Communications PvtLtd                  Purnima Advertising Agency
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LintasIndia Ltd                                     
Crayons Advertising and Marketing Pvt Ltd.