The demand pattern analysis of Indian advertising highlights the changes in the strategies and the time-honored struggle to ascertain the relationship between the advertisers and consumers over the last few decades. Marketing through advertising helps native business to meet the challenges and competition from global marketing trends. The invulnerable customer is a tough customer and that makes media fragmentation and strategies all the more challenging and baffling. Against this backdrop, this article has a focused purpose of unveiling the latest trends and practices that have emerged in the field of advertising. The methodology used is secondary data collection from published sources of national and international repute. The approach taken is to compare the conventional and modern tools used in marketing, thus holistically analyzing the pros and cons of each tool. The implication of the article holds in providing a framework to the marketing managers how to design a promotion mix knitting conventional and modern advertising tools for efficient and effective communication.

Advertisement is like a kaleidoscope exhibiting different perspectives. India is an emerging market and Indian advertising has remained robust despite the signs of sluggishness. The advertisements have been rolled out in leaps and bounds. Today, it is much more than few printed lines or some pictures with some printed text.

WHY? Advertising provides a free rein to art of persuasion adopting itself to changes with passing time. Advertising is the most prominent and powerful medium in the present commercial world. It gives shape to the customers’ attitude. Advertising pervades every aspect of our life and most of us are hardly aware of it. It largely depends upon how the human brain works and so utmost care is taken to exploit the emotions that play an important role in establishing a firm memory of advertising and predisposing the consumers to buy the brand that is being advertised. Over a period of time, advertising has been undergoing many changesslowly and achieving stability. Indian consumers have developed a temperament for the swift transformation of information that has taken place in the strategy and presentation of ads.

The buying public is still out there. But nowadays, advertising is not doing good as it was, basically it is not able to draw customers attention. And might be the reason is that either these advertisements are very low in quality or these are too high to understand.

Williams (2010) reveals the growing share of TV ads despite 11.7% of US households equipped with a DVR. Broadcast radio has increased its marketing share on a decreasing rate and even the most aggressive doomsayers are predicting that radio would pick up its market share on an increasing rate. Newspaper media which was the most banked media, cannot be relied on.

The above review reveals that the business environment is dynamic and is prone to continuous changes. No one tool can be blindly depended upon. As pointed out by Williams, in 1984 newspapers were on peak and today TV is, despite entry of substitutes in the basket of a consumer. That makes it evident that smart marketing managers will have to scan the environment continuously to catch the media trends and then design their promotion mix for focused reach and effectiveness.

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