ADVERTISING UNIT1

Television is considered a part of the family and serves various roles in society.
The third wave of media emphasizes interactivity, changing the consumer's role from passive viewer to an active participant, thus altering the nature of ideas in advertising.

Marketing connects products and consumers, utilizing various promotional methods, including advertising.
The relationship between marketing and advertising will be explored in detail in subsequent chapters.

Advertising has been crucial for the survival of media platforms; print and television were historically funded through advertising.
Recent trends show websites and mobile apps also relying heavily on advertising revenue.
Vance Packard's book "Hidden Persuaders" highlighted how psychology is used in advertising to influence consumer behavior.
Sergio Zyman’s "The End of Advertising as We Know It" suggests that modern advertising has become overly focused on self-indulgence over selling capabilities.
AI Ries and Laura Ries's book discusses the decline of traditional advertising and emphasizes public relations (PR) in brand building. Examples include Starbucks and Walmart, which flourished without traditional advertising.

Advertising in the U.S. gained significance in the 1950s due to product differentiation among similar items.
The advent of affordable color printing in the 1970s led to a magazine boom, drawing both readers and advertisers.
Cable television revolutionized advertising strategies by enabling targeted regional advertising.

The internet initially adapted traditional outdoor advertising formats, like banner ads, in its early years.
This progressed to innovative targeted advertising via search engines with a click-based payment model, akin to direct marketing from the 1950s.
Current trends indicate a need to find effective formats for mobile ads, addressing user privacy and personalization challenges.

The M&E industry in India is projected to grow to ₹2.26 lac crore within five years, significantly driven by advertising revenues.
Advertising revenue is expected to reach ₹99,400 crore by 2020 from ₹47,500 crore in 2015.
Mobile advertising, with over 944 million connections in India, is predicted to surge to ₹900 crore, growing at 62.5% CAGR.
Over-the-top (OTT) platforms are becoming vital for brand advertising, increasing their revenue prospects.
While TV advertising remains robust with 17% growth, print is slowing, and the film industry is poised for a healthy growth of 9.3%.

India saw a jump from 200 million internet users in 2013 to an expected 500 million by 2017, indicating substantial potential for digital advertising.
Despite only 9.5% market share, digital advertising is anticipated to grow, emphasizing the need for timely and content-focused strategies.
Specific platforms, like Facebook and Twitter, offer unique advantages for targeted advertising, integrating various media responses.

Digital marketing is becoming increasingly dynamic due to rapid technological advances.
The focus has shifted to data analysis, requiring marketers to adapt strategies continuously.
Effective digital marketing demands establishing emotional connections with consumers, beyond just data-driven strategies.

Alongside shifting marketing strategies, video content consumption is rising, favoring mobile devices and social media.
Audience preferences indicate a growing embrace for engaging, native content that avoids standard ad presentations.
Branding now necessitates a less conventional approach to advertising, creating content more aligned with consumer interests.

The 1980s showcased a less quantitative approach; however, with increased competition, the 'gut feel' era gave way to a focus on data and consumer insight.
The communication and consumption landscape transformed dramatically with the internet, leading to a significant information overload and advertising clutter.

Marketing strategy covers:
- Product: Design, features, and brand name.
- Price: Pricing structure, discounts, and allowances.
- Place: Distribution channels and coverage strategies.
- Promotion: Advertising, sales promotion, PR, and personal selling.

A product encompasses various attributes providing customer satisfaction. It can be a good, service, or idea.
The product levels range from core benefit (e.g., transportation) to potential product (future enhancements).

Products typically go through four stages: introduction, growth, maturity, and decline, each requiring distinct marketing strategies.

Advertising evolution reflects shifts from traditional methods to digital applications, emphasizing the need for adaptability and innovation in response to consumer expectations and technology changes.