ADVERTISING & BRANDING

GROUP MEMBERS:
PRANOTI PANDEY
PAYAL MARWAHA
DHRUV DUDEJA
ADARSH AWANA
 HISTORY OF ADVERTISING

It started with hawkers calling out their wares right from the days
when cities and markets began
 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)

• By the end of this century, Ads appeared in newspapers in the

form of lists of the latest merchandise from England.
 19TH CENTURY
• Many advertising agencies came into existence.

• B. Dattaram & Co. Mumbai, being the oldest existing agency of

that time.

• Besides Indian, Foreign Advertising agencies also began to enter.

• Corporate Advertising started in fifties

• Creative Revolution in sixties

• Glued to television by the end of this century.

GLOBAL ADVERTISING INDUSTRY
TOTAL US AD SPENDING ( IN BILLIONS)

*Broadcast TV includes network, spot,

syndicated and Spanish-language
 MAJOR COMPANIES
• Ogilvy & Mather

• J Walter Thompson India

• Mudra Communication Pvt. Ltd

• FCB-Ulka Advertising Ltd

• Leo Burnett India Pvt. Ltd

 BRANDING
• A mixture of tangible and intangible attributes symbolised in a
trademark, which, if properly managed, creates influence and
generates value.

• Branding is the process of creating an association between a

symbol/ object and a product/ company with the objective of
driving loyalty among customers & creating differentiation.

• Coca Cola has created an association between many different

objects and its brands. The hourglass shaped bottle, the red
color, and even the font of its logo together make Coca Cola
distinctive from competitors.
 BRANDING = TRUST
• Powerful branding makes for a strong brand experience.

FAST
LOCATION SERVICE

RITZ- CARLTON
Mc
HOTELS Donalds

CONSISTENT
CONSISTENT
HOTEL CUSTOMER FOOD TASTE
PRICING
DESIGN SERVICE & QUALITY
INDUSTRY- WISE IMPORTANCE OF
BRANDS
 CO- BRANDING
• Two or more brands come down on a common platform where
they can together co-exist without entering in other brands
territory or as a competitor.

• This is done by the brands in order to enter into a territory or

the segment which they have not served in the past and don’t
have much market expertise in it.

• IBM-Intel, Diet Coke-Nutrasweet, Sony-Kodak products are

some classic examples.
THANK YOU