ADVERTISING

ORIGIN OF ADVERTISING & HISTORY OF INDIAN

ADVERTISING

SUBMITTED BY : MARIYA SAJEEV

CLASS : BAE 3RD SEMESTER
ROLL NO : 20171117
SUBMITTED ON : SEPTEMBER 5, 2018
CONTENTS :
1. MEANIING OF ADVERTISING
2. PURPOSE AND GOALS OF ADVERTISING
3. FUCNTIONS OF ADVERTISING
4. ORIGIN AND DEVELOPMENT OF ADVERTISING
5. HISTORY OF ADVERTISING
6. HISTORY OF INDIAN ADVERTISING
7. TYPES OF ADVERTISING
8. PROS AND CONS OF ADVERTISING
9. CONCLUSION
 1. MEANING OF ADVERTISING
Advertising can be defined as a paid dissemination of information through a variety of
mass communication media to motivate a desired action. The main objectives of advertising
is to inform, to persuade, to remind and to achieve specific goals. An audio or visual form of
marketing communication that employs an openly sponsored, non-personal message to
promote or sell a product, service or idea. Advertising can be called a game that is played
among five key players :
 The advertisers,
 The advertising agencies,
 The supporting organization,
 The media and
 The consumers.

2. PURPOSES AND GOALS OF ADVERTISING

Advertising is just not for information, but for a purpose. This purpose is to motivate a
desired action. People use advertising to achieve a variety of objectives. The most
important ones being to inform, educate and persuade.
i. Marketing : A business strategy to satisfy consumer needs and wants through
goods and services, to reach its target audiences.
ii. Communication : Transmitting different types of marketing information and tries to
match buyers and sellers in the market place and also it creates a personality for the
product.
iii. Economic role : Helps the society to achieve abundance by informing and
persuading people about products, services and goods.
iv. Social role : It informs us about new and improved products. Sometimes tells us
how to use a product and also helps us to compare products and services.
v. Improve sales : For winning back the lost consumers, by announcing some
improvements, new schemes, attractive packages or better quality of the product or
services.
vi. Provide Satisfaction : To win the psychological satisfaction of your consumers of
the product.
vii. Sells Lifestyle ; To create a demand for new products and create a new lifestyle.
viii. Provide Employment : Stimulate economy by providing employments to many
people.
ix. Revenue for Media : Newspapers, periodicals and even electronic media depend on
advertising as a major source of revenue.
x. Influences Public Opinion : For motivating public opinion and action.
 3. FUNCTIONS OF ADVERTISING
i. Identifying Brands : Brand advertising is communicated to the public via
advertising. Consumers build emotional relationships with certain brands with which
they become increasingly familiar through the years.
ii. Information : Advertising supplies the necessary information to consumers so that
they know what is available and where to buy it. It broadcasts information on
products, services and ideas sold on the open market through a variety of media
portals.
iii. Persuasion : Persuasion is the core mission of advertising. Powerful, visual
advertising presentation compel consumers to purchase goods, services and ideas
as a way to achieve emotional fulfillment.
iv. Previewing new trends : Previews about the virtues of new products, services and
idea motivate consumers to obtain them because they don’t want to be left out.
v. Demand : Generates consumer demand for specific products, services and ideas
through ad campaigns that target the audiences that are most likely to buy them.
vi. Customer base : Consistent quality advertising increases consumer loyalty for a
product, service or idea.
vii. Competitive pricing : Displays consumer goods with competitive prices relative to
the current market, thus educating consumers about what things should cost,
schemes, discounts, etc.

4. ORIGIN AND DEVELOPMENT OFADVERTISING

The origin of advertising as a public announcement is traceable to the town crier and the
village drummer. These used their lungs to shout out their own or others’ messages. The
messages could relate to government proclamation or even to sales of goods on market
days. Then there were signs on shops or drinking houses to indicate the name of the shop
owner or of the shop.
Advertising as a discrete form is generally agreed to have begun with newspapers, in
the seventeenth century, which included line or classified advertising. Simple descriptions,
plus prices of products served their purpose until the late nineteenth century, when
technological advances meant that illustrations could be added to advertising, and color
was also an option.
Modern advertising was made possible by the invention of printing, and the subsequent
attempts to print notices, posters and bills in large numbers. However, it was the industrial
revolution in Europe, combined with large-scale urbanization and mass production of
goods, and the growth of the publishing business that made the expansion of competitive
advertising possible. The industrial revolution proved to be a success on the back of the
working –classes, and the availability of large markets in the ‘colonies’ form where cheap
raw ,material could be bought.
Advertising is a message designed to promote or sell a product, a service, or an idea. In
everyday life, people come into contact with many different kinds of advertising. Printed
ads, poster ads, neon signs, billboards, radio and television programming, etc. Business
firms use advertising to promote an image for their company. Individuals, political
candidates and their parties, and the government also advertise. Politicians use ads to
recruit volunteers. Politicians use ads to try to win votes. And people advertise in
newspapers to sell cars, homes, property, or other items. Generally private consumers
enjoy more protection that business-to-business customers.

5. HISTORY OF ADVERTISING
Various forms of advertising have been around for thousands of years. The Egyptians
used papyrus to advertise goods and services. In ancient Rome and other parts of the
ancient world mosaics, pictures on signs or walls were used by businesses to advertise
their wares. The Athenians, however, took advertising to a whole new level by using town
criers to stroll the streets advertising products and services and can probably be credited
with being the inventors of advertising as we know it today.
The earliest surviving printed ad in English was published in 1477 by William Caxton,
English merchant, diplomat, writer and printer. This ad announces Caxton’s edition of the
“Sarum Ordinal” or “Pye”, a list of rules for clergy at Silsbury on how to deal with the
changing date of Easter.
At the beginning of the 17th century printed advertising was very common and was
written by the merchant himself. La Gazette, the first French newspaper established by
Theophraste Renaudot in 1631 contained personal ads for those seeking and offering
employment, buying and selling goods and services and announcements of all kinds. In the
18th century illustrations began to appear in advertisements and advertising agents, as they
became known, started writing and illustrating needs.

6. HISTORY OF INDIAN ADVERTISING

Indian Advertising starts with the hawkers calling out their wares right from the days
when cities and markets first began. 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). To ‘advertise’ meant merely to ‘inform’ until the end of the eighteenth
century, and the early newspapers and periodicals announced births, deaths, arrivals of
ships from England, sale of household furniture, etc. some journals like the Bengal
Journal(first published in 1785) even offered to print government advertisements free.
The front page of most such journals carried only advertisements. But before long
persuasive copy began to replace mere information. This is evident from the appearance of
punch lines such as ‘superior to anything of the kind hitherto imported’ and ‘warranted to
the first quality’. Discounts and special services also began to be offered by the beginning
of the nineteenth century. Later, new products and services established themselves on the
market through the advertisement columns of the newspapers and periodicals. The power
of advertising increased rapidly with the growth in trade and commerce.
 With the increasing impact of the industrial revolution on our country, the number of
advertisements from British business houses rose sharply. ‘Agents’ flourished at the time as
space contractors, obtaining advertisements for newspapers and periodicals on a
commission basis. Leading newspapers like ‘The Statement’ and ‘The Times of India’,
which had their own advertising departments, offered their own advertising departments,
offered their own facilities to ‘agents’. This was of great advantage to both the advertiser
and the publisher, for the advertiser, it saved the bother of preparing a suitable layout for
the advertisements, for the publisher, it assured a certain uniformity of standard in the
advertisements appearing in its column. This practice was responsible for turning
advertising into a distinct profession. These ‘agents’ were forerunners of the ‘advertising
agencies’.

7. TYPES OF ADVERTISING
There are several types of advertising. They are :
1. Product Advertising : The advertising tells the story about the product and creates an
aura about it as though it were a dream product.
2. Institutional Advertising : Create a favorable impression of a business or institution
without trying to sell a specific product. To build prestige and public interest, support the
institution’s activities, etc.
3. Informational Advertising : To promote an idea or influence behavior.
4. Financial Advertising : It covers banking operations, sales of shares, inviting company
deposits and debentures, etc.
5. Government Advertising : Employment notifications, tender notes, industrial product
produced in the public sector and such services.
6. Export Advertising : Dealing with audiences in a foreign company.
7. Classified Advertising : Provides information about births, marriages, deaths, change of
names, accommodation and housing availability and various other services.

8. PROS AND CONS OF ADVERTISING

A. Pros of Advertising :
* Its an easy way to create a value proposition.
* It creates a way to set brands and products apart from the competition.
* It reaches multiple demographics simultaneously.
* One single target demographic can also be emphasized.
* You can target your audience effectively.
* You can closely monitor and control all your expenditures.
* You can track your results.
* Your customers spend a lot of time on the Internet.

B. Cons of Advertising :
* It costs time and money.
* Messages get lost in the white noise of information overload.
* Results are never guaranteed.
* There are a ridiculous amount of platforms that accept advertising.
* The advertising campaign may be a bit complicated.
* Mistakes can be costly for you.
* Competition is fierce.

9. CONCLUSION
Every advertiser wants to show that the goods that he offers for sale have some special
qualities. There are, of course, a number of goods of the same quality competing for the
same market. Though, his business is to create a bias for the particular brand he deals in,
he should be responsible enough not to deceive the consumers in any way. One should not
forget the consumer is the king. An advertising campaign can produce the desired long-
term result only if the need and wants of the customer is not compromised.