ADVERTISING AS A PROMOTIONAL TOOL
The growth of advertising industry in any country is directly related to the level of business activity & the health of its economy.
In India, the last decade of 20th century has witnessed a phenomenal growth in advertising business. The growth recorded in 1990-91 was 17.1% & improved each year till 1994-95when it showed a growth of 49.5%. This was due to the first major economic boom in the country.
In economies such ours, consumers are rapidly learning to rely on advertising & other promotional messages for information in making purchase decisions. Almost every day millions of us in India watch on television & see in newspapers & magazines famous personalities from the sports world, films & other fields, promoting & urging consumer to use many durable & non-durable products & financial services.
The past decade has witnessed a remarkable impact on advertising due to rapid strides in technology. It is difficult to determine exactly what the coming decades in this new country will bring, however, what looks certain is that there will be much greater consumer involvement & control & some degree of two-way communication with the opening up of economies mass marketers will continue to increase their operations on a worldwide basis. In this regard we are already witnessing some interesting advertising campaigns by Coca-Cola & Papsi.
There will be major career opportunities for talented people in the electronic media. There will be a number of challenges unique to the coming generation & with these challenges there will be opportunities, responsibilities & rewards that advertisers of the past could not have imagined.
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