URBANIZATION, INDUSTRIAL DEVELOPMENT AND ADVERTISING

Urbanization refers to a process in which an increasing proportion of society lives in cities and the suburbs of cities. Historically, it has been closely connected with industrialization.

Industrialization is a process that extensively uses inanimate sources of energy to enhance human productivity. Following industrialization, surpluses increased in both agriculture and industry.  Larger and larger proportions of a population could live in cities.   Economic forces transform such that cities became the ideal places to locate factories and their workers. 

The main causes of urbanization -

• Industrial Revolution
• Industrialization following the Industrial Revolution
• Emergence of large manufacturing centers
• Job Opportunities
• Availability of easy transportation
• Migration

Ancient India was a civilized society with many urban centers and centers of learning.

Urbanization journey of India

• Ancient India
• Early Urbanization -                Mohenjodaro and Harappa
• Capital -                                             Kanauj and Ujjain
• Religious Centers -                     Bodh Gaya and Varanashi 
• University towns   -                     Takshasila and Nalanda 

 Mughal Cities

• Agra
• Lahore
• Fatehpur Sikri 
• The seven cities of Delhi
• Colonial Cities – Delhi, Pondicherry, Goa
• Cantonment Towns – Bangalore, Secunderabad, Nagpur,Lucknow 
• Hill Resorts – Shimla, Nainital, Darjeeling, Ooty, Kodaikanal 
• Ports – Surat, Mumbai, Calicut, Kolkatta, Vizag, Chennai
• Independent India

 Administrative capitals – Center & State

Industrial Towns - Bhilai, Rourkela, Jamshedpur, Ahmedabad, Surat, Kolar 

With the passage of time, the balance and complimentary working between industry and agriculture loses its flora. More is the focus and more is the need for all ancillary products and services that compliments the industrial development.  The progress develops enormous urge for further growth. Monopoly is stripped and competition grows in. 

Industry has to develop a function and a set of processes for creating, communicating and delivering value to customers and for managing customer relationships in ways that benefit the organization in the growing competition. Beyond just manufacturing, communicating to the right people at the right time defines sound market player and a participant in the league of being a market leader.

Marketing communications, thus, happens to be a game changer and a lot of thrust is put on developing right marketing communications strategy.

Western India (with cities like Mumbai, Surat, Baroda, Ahmedabad) being the frontrunner in urbanization, the need for various industries to have an appropriate marketing communications strategy is the tipping point.

Industries and Advertising Agencies work in tandem; to plan, develop, execute and evaluate coordinated, measurable, persuasive brand communication programs with consumers, prospects employees and other relevant external and internal audiences.

Creative without strategy is called “art”. Creative with strategy is called “advertising” Jef I. Richards