January 6th :: The World " ADVERTISEMENT-DAY " - The Most “ RETENTION ” Test Of Indian Advertisement World
January 6th ::The Date Of The Ad World And The Most “ RETENTION
” Test Of Indian Ad World
It is said that he or she is a AD-BOY or an AD-GIRL , and that he is she is a BAD BOY or a BAD GIRL. The question that conjects is-::
" ARE THE WORLD OF ADVERTISEMENT SO BAD AND FULL OF MAD "
One really has to make a study of the same and the studies are illustrated here -:
Well, when was the FIRST ever advertisement
printed and published in the newspaper or in any medium that had to do with the
media, one would ask. The answer is January 6th 1706 .
YES- it is over 316 years that the FIRST-EVER
advertisement was published in the newspaper at America.
“ The first
American newspaper advertisement was published in 1704 in The Boston News-Letter
”
Newspapers were the , then, the only medium where the advertisement used to be or would be published. Initially the advertisement were hand written, but thereafter the ads were printed, the proof reading were done and then it would be put in the newspapers or the dailies, we call it.
When Did The Newspaper business start - ::
The oldest direct handwritten news sheets
circulated widely in Venice as early as 1566. These weekly news sheets were
full of information on wars and politics in Italy and Europe. The
first printed newspapers were published weekly in Germany from 1609.
704.
In all these newspaper that were printed from
Europe from different countries did never publish any material that related to
the ads.What they did was the news all about the war that would rage the entire
Europe would find a place in those newspapers.
This trend continued from 1566 AD till about 1706 , for about 140
years. It was the BOSTON NEWS DAILIES in 1706 on January 6th, the exact
date , when the FIRST ever advertisement was printed and it was all about the PARACHUTE.
Immediately then, thereafter the second ad which was published was on BIKINI
which was manufactured by a company which did that to sell it at Europe and
that was based at France, at Paris.
Though the ad on parachute was the FIRST ever
in the newspaper, the HONOUR of the first ever advertisement went to that
advertisement of bikini, as that was used by the human beings whereas the
parachute during those days were loimited to the soldiers fighting the war.
As the bikini found it’s use for the human beings, it took the
centre stage and the NUMMERO-UNO as the position displacing the parachute and
thuis the world of advertisement started or it took it’s biorth here on the earth.
BIKINI ATOLL-::
The lady who wore the bikini later became famous by the name of BIKINI-ATOLL.
That was because the day she wore it and shot for the ad, four days later there
was a NUCLEAR TEST done and since the place where the bikini
advertisement was shot, which and where the first ever nuclear test was
performed, he place became famous by the name of BIKINI-ATOLL. Atoll in the
French parlance is known as ATOM .
The Indian Ad World-::
The Indian advertisement world took place as early as in the
1930’s with the TIMES-OF-INDIA making the splash with an advertisement of a
local soap, that was manufactured at Bombay.
However the world of advertisement in India
never rose to any dizzy height except the BRYLCREAM ad which saw the late Mr
Kishore Kumar in the mid fifties and then the flamboyant and debonair, Farokh
Engineer creating some ripples with the advertisement of the Brylcream.
The Indian world of advertisement took the WORLD by storm when, Sharmila Tagore posed for that bikini for the ILLUSTRATED
WEEKLY OF INDIA, after she had worn the bikini for her venture for
a film- AN EVENING IN PARIS. It was then and from there the
world of advertisement at India really started growing both as a business and
as the commerce.
Madam Sharmila Tagore had posed in a TWO-PIECE
for the Illustrated weekly of India, first, which created a FURORE in India. To
reduce that effect she was made to waer a ONE-PIECE in that film which had a
song-:
AASMAAN SE AAYA FARISHTAA
, PYAAR KA SABAK SIKHLANAY KOH, sung by the
late Mohammed Rafi and it goes without saying the film and the " HMV-Short Play " which
recorded that song were TREMENDOUS HIT.
The “ MOST-RETENTION ”
advertisement of India-:
Advertisement basically has the RECALL
TEST, RETENTION TEST, READ-MORE TEST and there are other three more
test of which the REPEAT TEST holds
good.
It is the retention test that really makes the
buyer or the consumers to fall back onto the product that they wish to buy .
The BEST EVER advertisement that is considered
to be the TURNING POINT of the Indian advertisement industry was the advertisement
that GABBAR SINGH, alias Amjad Khan did it for “ PARLE-GLUCOSE
G “
The high point of that advertisement was that
Gabbar Singh was so brutal that he did not like anything worth, but he fell
into love with the Parle G Biscuit that he places at least seven to eight
biscuit one over the other, and maunches them in one bite to say- BAHUT
MAZA AAYA.
A real worst being who did not enjoy anything
else except brutalities and blood, enjoys the biscuit in an manner that he eats
seven to eight biscuits at one stroke to express his love for the same,
actually was the RETENTION TEST of the consumers especially the childrens
that they fell into love with the same.
WHEN
GABBAR CAN BE SO MUCH IN LOVE WITH THAT BISCUIT WHY CAN’T WE WERE THE AFTER
THOUGHTS OF THE CHILDRENS. That ad took the organization to such a
dizzy height and the sale of the biscuit of Parle G was touching the sky.
FOR
THAT WAS THE RETENTION TEST – THE BEST EVER THAT HAS HAPPENED IN THE WORLD OF
ADVERTISEMENT OF INDIA.
Till then the Brylcream advertisement by Kishore
Kumar and Farokh Engineer were the one’s
which ruled the waves of the Indian market.
By the way would or can anyone believe that
amongst the mammals the Elephant has the best and the most deepest memory.
It is said that and Elephant- NEVER
FORGETS NOR FORIVE.
ELEPHANTINE MEMORY-:
While it is generally assumed that Elephant never forget their
friends if tamed or their enemy if subjected to the war, the British animal
expert Karen Macomb of Sussex University confirmed this through
the research studies.
Pic - : The memory Of An Elephant And It's Illustration
Her data revealed that African elephant could recognise the
voices and the calls of more than a 100 individuals even after many a years.
Pic - :: An Illustration Of The Memory That An Elephant Carries Which Out beats A Human Memory
The same observation is very true for the species of the Indian
Elephant.
Well, today being the WORLD ADVERTISEMENT DAY, and the RETENTION
of the advertisement that plays an very
important role is what made me to write this piece on this historical day .
That is it
Regards and Thanks
Pics
Shyamal Bhattacharjee
Mr Shyamal Bhattacharjee, the author was born at West Chirimiri Colliery at District Surguja, Chattisgarh on July 6th 1959 He received his early education at Carmel Convent School Bishrampur and later at Christ Church Boys' Higher Secondary School at Jabalpur. He later joined Hislop College at Nagpur and completed his graduation in Science and he also added a degree in B A thereafter. He joined the HITAVADA, a leading dailies of Central India at Nagpur as a Sub-Editor ( Sports ) but gave up to complete his MBA in 1984 He thereafter added a Diploma In Export Management. He has authored THREE books namely Notable Quotes and Noble Thought published by Pustak Mahal in 2001 Indian Cricket : Faces That Changed It published by Manas Publications in 2009 and Essential Of Office Management published by NBCA, Kolkatta in 2012. He has a experience of about 35 years in Marketing .
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