HISTORY OF ADVERTISING. The Evolution of Advertising. Age of Science. Rise of Agencies. Age of Print. Industrial Revolution & Consumer Society. Creative Era. Accountability Era. Advertising Declines. Reintroducing Consumers to Marketing. 1441- 1850. 1850’s-1900.
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World War I-World War II
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
1945- Efficient Publicities Pr. Ltd, Madras set up- Tom & Bay (Advertising) Pr. Ltd., Poona begins operations in India
1974- MCM goes out of business - Arun Nanda & AjitBalakrishnan set up Rediffusion
1984- Hum Log, Doordarshan's first soap opera in the colour era is born - Viewers still remember the sponsor (Vicco) of Yeh Jo HaiZindagi!
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
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
The Industrializing Age (Mid 1700’s Europe / 1800’s in U.S. To WW1)
Retail or Local
a) How it is perceived?
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)
Keeping The Classic Look and Taste Worldwide