Advertising and promotion are important cogs in the marketing wheel of a company. Competitions, coupled with technological evolution, has opened newer vistas for all marketing professionals. This article discusses the impact of the latest developments in the advertising and promotional sphere on the market, the extent to which they have been successful, and emphasizes the need for an India-centric model.

Advertising and promotion determine the success of products and services in the marketplace. Companies spend substantial amount of their revenues to first have significant mind share which they subsequently try to convert into market share. The types of advertising and promotional methods adopted by companies have evolved over the years. Companies have roped in brand ambassadors; have tied up with various other companies making complimentary products to ensure their brands create the desired image in the mind of all prospective customers. Many companies have joined this frenetic bandwagon of advertising and promotion to such extent that they at times fail even to check the returns on their valuable investments. Moreover, this clutter created both in the print and electronic media pose new barriers and challenges to companies, which already witness a decline in sales and revenues, thanks to the inflation and global downturn. All these developments coupled with innovation and creativity taking center stage in this field have brought new dimensions to the fore.

Advertising has caught the fancy of all professionals as modern day marketers consider it as an integral component of all communications taking place between the company and its customers. The modern approaches to advertising adopted by companies have undergone a paradigm shift in the last few years, thanks to the emergence of new technology and globalization.

Advertising Express, Indian Advertising, Electronic Media, Globalization, ICICI Bank, Pune Municipal Corporation, World Wide Web, WWW, Short Messaging Services, SMS, Indian markets.