the

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

Ø 1920s - (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.

Ø The American Association for Advertising Agencies (AAAA)

was founded in 1917, partially in response to these Advertising
concerns.

Ø The 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.
 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).
 Influences on the Evolution of
Advertising
Rise of capitalism

Industrial Revolution

Manufacturers pursuit of
distribution channel power

Rise of modern mass media

 Historical Advertising Developments

Click to edit Master text

Preindustrialization Era Second level
● Third level

(pre-1800) ● Fourth level

● Fifth level

Informal “newsbook”
appendages`` appear
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Early ads resembled Thirdtoday’s
Second level
level
●

classifieds Fourth level●

Fifth level ●

The Era of Industrialization

The
Industrial
Revolution
was a key
factor in
creating a
setting for
the growth
of
 Historical Advertising
Developments
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 P.T. Barnum Era (1875-1918)
Second level
◦ The “consumer culture” Third
dawns level
●

● Fourth level
◦ Advertising becomes an industry
● Fifth level

 The 1920s (1918-1929)

◦ Advertising finds fame and glamour

◦ Ads play on social anxieties

◦ Segmentation begins by social class

During the
1920s, ads
would often
play on social
anxieties as a
way to
attract and
hold the
 Historical Advertising Developments
Click to edit Master text style
The Depression Era (1929-1941)
Second level
● Third level

Big Business is vilified ● Fourth level

● Fifth level

Radio emerges as a new medium

WWII and the Fifties (1941-1960)

Products linked with patriotism
Fascination with “science”
Nuclear family standard
Ads from
the 1950s
reflected
consumers’
fascination
with
 Historical Advertising Developments
Click to edit Master text st
Second level
The Creative Revolution (1960-1972)
● Third level

Creatives gain control ● Fourth level

● Fifth level
Advertising emerges as a cultural icon

The 1970s (1973-1980)

Women and minorities adopt new roles
Hedonistic values Click to edit Master text sty
Second level
Regulation and oversight take Third
hold ●level
● Fourth level
● Fifth level
 Historical Advertising
Developments
Click to edit Master text styles
The Designer Era (1980-1992) Second level
● Third level

“Conservative consumption” ● Fourth level

● Fifth level

Rapid-paced MTV editing

Late night infomercial
Click to is born
edit Master text style
Second level
● Third level

● Fourth level

● Fifth level

The Second Nineties (1993-

2000)
During the
1990s, New
Media
offered the
promise of
new and
different
communicati
 Present and Future
The 00s (2001 – present)
Interactive/wireless/broa
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dband revolution
Second level
Third level
●

● Fourth level
● Fifth level

Reinventing the
advertising process?
Growth in interactive
media
 The Value of an Evolutionary
Perspective
The Evolution of advertising
Efficient methods of production made
advertising an essential tool for demand
stimulation in a free enterprise economic
system
Urbanization, transportation and
communications allowed the use of
advertising to grow
The Evolution of Integrated
Brand Promotion
Integrated marketing
communications is focusing
more on brand development
creating IBP
More and more money is being
allocated to promotional tools
other than advertising
 Indian advertisements in the 40’s

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

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
 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

 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 - Maggie Noodles launched to become an
overnight success
- 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!
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