Changing Face of Indian Advertisements

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THE CHANGING FACE OF ADVERTISEMENTS IN INDIA
ASHIMA JAIN
LEATHER DESIGN SEMESTER-7
NATIONAL INSTITUE OF FASHION TECHNOLOGY
NEW DELHI

ABSTRACT
This study is to examine how a consumer connects with promotional techniques used by advertising industry in India. The advertising industry in India is changing at a very fast pace. The promotional techniques that are now being used by the companies is focusing on a social cause and using common people as their brand representatives rather than using celebrity faces. Television, often called “king” of the advertising media has been constantly facing challenges from not only the digital print media, but also from the internet ads and social networking sites.

But being the king and maintaining the position television advertisements are more liked by the people rather than other type of advertisement. These advertisements are leaving a positive impact on the people in Indian market. The advertising companies are trying to build an emotional connection between the consumer and the product by television as their media. The television advertising is playing an important role in changing consumer thoughts and beliefs. By focusing on social cause and impressive ads Indian consumer is connecting more with the ads which do not have any icons. The paper further attempts to present an overview of consumers preferred type ad appeals and their attitude towards different kinds of endorsements used in television ads. Findings of the study will give us a conclusion that with whom Indian consumer is more connected with promotional technique that uses icons to those that do not use icon?

KEYWORDS: advertising media, ad appeals, endorsements, human behaviour and television commercials

INTRODUCTION ON BACKGROUND STUDY:
The Indian advertising industry is talking business today. It has evolved from being a small-scale business to a full-fledged industry. It has emerged as one of the major industries and tertiary sectors and has broadened its horizons be it the creative aspect, the capital employed or the number of personnel involved. Indian advertising industry in very little time has carved a niche for itself and placed itself on the global map. Keeping in mind the current pace at which the Indian advertising industry is moving the industry is expected to witness a major boom in the times ahead. If the experts are to be believed then the industry in the coming times will form a major contribution to the GDP. With all this there is definitely no looking back for the Indian advertising industry that is all set to win accolades from the world over.

Definition of advertisement?
Advertising is the process of persuading potential customers to buy products or promote its services. The process of advertising involves a variety of strategies and media. Advertisements may appear in many forms, including newspaper and magazine ads, radio and television commercials, direct mail campaigns, and various other forms. With the emergence of brand recognition as a key factor in marketing and advertising, companies have entered into multi-billion dollar contracts with advertising firms to promote their products and services. These efforts have led to products becoming integral aspects of popular culture. Below is a list of modern advertising methods, types of advertising appeals, effective advertising techniques and strategies. Advertising is any impersonal, one-way mass communication about a product or organization that is paid by a marketer.

The Indian advertising industry is witnessing a sea of changes in the last few years. From huge billboards and hoardings to irresistibly alluring offers—the advertising world has fast fine-tuned itself to appeal to the representatives of the changing face of modern India. From a modest beginning of a few lines spoken on the radio to the flashy world of the Internet—the advertising world has come a long way. RESEARCH QUESTION: Does the Indian consumer connect more...
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