ADVERTISING INDUSTRY IN INDIA: EVOLUTION, TRENDS, AND FUTURE PROSPECTS

Author (s) : M. BalajiI ,Dr. K. Balaji , Dr. S. Krishna Priya ,Mrs.S.Ranganayagi

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Abstract :
The advertising industry in India has experienced remarkable growth and transformation over the years, closely mirroring the country's economic and social progress. This abstract provides an insightful overview of the evolution of the advertising industry in India, explores the prevailing trends, and examines the future prospects that shape the landscape of this dynamic sector.The abstract begins with a historical perspective on the growth of advertising in India. From its humble beginnings in the pre-independence era to the post-liberalization boom, advertising has emerged as an integral part of the Indian business ecosystem. The opening of the economy in the early 1990s ushered in a new era of advertising, with multinational corporations entering the Indian market, leading to increased competition and innovation in advertising practices.Furthermore, this abstract delves into the current trends shaping the advertising industry in India. Digitalization has been a game-changer, with the rapid rise of internet and mobile penetration, leading to a shift in advertising budgets towards online channels. Social media platforms have become instrumental in reaching and engaging with target audiences. Additionally, the rise of influencer marketing and content-driven campaigns has transformed the way brands connect with consumers.The abstract also addresses the diversity of the Indian advertising market. With multiple languages, cultures, and regional preferences, advertisers must tailor their campaigns to resonate with diverse audiences across the country. Advertisers are increasingly focusing on creating culturally relevant content to establish deeper connections with consumers.Moreover, this abstract explores the future prospects of the advertising industry in India. As the Indian economy continues to grow, the advertising sector is expected to expand further, offering ample opportunities for agencies, marketers, and creative professionals. The advent of new technologies such as artificial intelligence, augmented reality, and data analytics is likely to shape the future of advertising, enabling more personalized and targeted campaigns.

Keywords : Consumer behaviour, Advertisement

Conference Date : 17/09/2021

Pages : 172

Paper ID : IESMDT170