Similarly every product has an image. The celebrity endorser fits in between these two interactions, where he tries to bring the image of the product closer to the expectation of the consumer, by transferring some of the cultural meanings residing in his image to the product.
The general belief among advertisers is that brand communication messages delivered by celebrities and famous personalities generate a higher appeal, attention and recall than those executed by non-celebrities. Hindi film and TV stars as well as sportspersons began encroaching on a territory that was, until then, the exclusive domain of models.
Of course, probably the first ad to cash in on star power in a strategic, long-term, mission statement kind of way was for Lux soap, a brand which has, perhaps as a result of this, been among the top three in the country for much of its lifetime. Endorsements by celebrities have started since a long time. The very fact that their use has continued for so long is proof enough of its immense advantages, but they have several disadvantages too.
When it comes to celebrity endorsement, the first brand that comes to the Indian mind is that of Lux, the Beauty Bar of the Stars.
Since its inception, Lux the brand has grown positioning itself thus. Sticking to its strategy of using celebrities to appeal to its target audience, this time around it has used Shah Rukh Khan to endorse Lux. But this time the response has been confusing. One of the first sports endorsements in India was when Farokh Engineer became the first Indian Cricketer to model for Brylcream The Indian cricket teams now earns roughly Rs.
There was a spurt of advertising, featuring stars like Tabassum Prestige Pressure cookers. Jalal Agha Pan Parag. Often, celebrity carries with it immense social capitals that is highly sought after by some individuals. High paying jobs and other social perks unavailable 47 Recent Trends in Advertising to most people are readily available to celebrities, even for wok not connected to the talents or accomplishment that made them famous. As well, child celebrities are notorious for having poor emotional health in adulthood, and often turn to drug and alcohols abuse when their fame fades.
In India today, the use of celebrity advertising for companies has become a trend and a winning formula of corporate image building and product marketing. Associating a brand with a top-notch celebrity can do more than perk up brand recall.
It can create linkages with the stars appeal, thereby adding refreshing and new dimensions to the brand image. Recent Trends in Advertising Indian Perspective — examples In recent times, we had the Shah Rukh-Santro campaign with the objective of creating awareness about an unknown Korean brand in the Indian market, Hyundai.
The objective was to garner faster brand recognition, association and emotional unity with the target group. Similarly, when S. Kumar's used Hrithik Roshan, then the hottest advertising icon for their launch advertising for Tamarind, they reckoned they spent per cent less on media due to the sheer impact of using Hrithik. Ad recall was as high as 70 per cent, and even the normally conservative trade got interested. Confining to India, it would not be presumptuous to state that celebrity endorsements can positively affect the overall brand.
We have numerous examples exemplifying this claim. A standard example here is Coke, which, till recently, internationally didn't use stars at all - in fact, India was a first for them.
The result was a ubiquitously appealing Aamir cheekily stating 'thanda matlab coca cola'. The recall value for Nakshatra advertising is only due to the sensuous Aishwarya. The Parker brand of pen, which by itself commands equity, used Amitabh Bachchan to revitalize the brand in India. India is one country which has always idolized the species of the celluloid world.
Therefore, it makes tremendous sense for a brand to procure a celebrity for its endorsement. In India, there is an exponential potential for a celebrity endorsement to be perceived as genuinely relevant, thereby, motivating consumers to go in for the product - this would especially prove true if the endorser and the category are a natural lifestyle fit sports-persons and foot- wear, Kapil-Sachin and Boost, film stars and beauty products, Katrina Kaif and Lux.
The young, handsome, self controlled, composed, autonomous cricket captain of Indian young brigade is one of the most famous images in Indian market. In 49 Recent Trends in Advertising India, cricket is religion and cricketers are placed among the gods. Dhoni is a brand in himself and an attractive choice for the marketers as a brand endorser. Dhoni has been successfully used indifferent advertisement as a brand ambassador. They have always chosen the young stars, may not be established, as a face of young India.
It makes innovative products which are making a lot of difference to consumers and athletes worldwide. As all the persons related to sports are its target market, Reebok has been using different sport celebrities for its promotion. Recent Trends in Advertising Online Advertising Online advertising is a form of promotion that uses the Internet and World Wide Web to deliver marketing messages to attract customers.
Examples of online advertising include contextual ads on search engine results pages, banner ads, blogs, Rich Media Ads, Social network advertising, interstitial ads, online classified advertising, advertising networks and e-mail marketing, including e-mail spam. Many of these types of ads are delivered by an Ad server. The internet has become an ongoing emerging source that tends to expand more and more.
The growth of this particular medium attracts the attention of advertisers as a more productive source to bring in consumers. A clear advantage consumers have with online advertisement is the control they have over the product, choosing whether to check it out or not. Online advertisements may also offer various forms of animation.
In its most common use, the term "online advertising" comprises all sorts of banner, e-mail, in- game, and keyword advertising, on platforms such as Facebook, Twitter, or MySpace has received increased relevance.
Web-related advertising has a variety of sites to publicize and reach a niche audience to focus its attention to a specific group. Research has proven that online advertising has given results and is growing business revenue.
Recent Trends in Advertising However, some impressions may not be counted, such as a reload or internal user action.
They do not actually pay for the listing, but only when the listing is clicked on. This system allows advertising specialists to refine searches and gain information about their market.
Under the Pay per click pricing system, advertisers pay for the right to be listed under a series of target rich words that direct relevant traffic to their website, and pay only when someone clicks on their listing which links directly to their website.
CPC differs from CPV in that each click is paid for regardless of whether the user makes it to the target site.
In this payment scheme, the publisher takes all the risk of running the ad, and the advertiser pays only for the amount of users who complete a transaction, such as a purchase or sign-up.
This model ignores any inefficiency in the seller's web site conversion funnel. The definition of "Conversion" varies depending on the situation: it is sometimes considered to be a lead, a sale, or a purchase.
Types of online Ads Though, as seen above, the large majority of online advertising has a cost that is brought about by usage or interaction of an ad, there are a few other methods of advertising online that only require a onetime payment.
The Million Dollar Homepage is a very successful example of this. It simulates an error message or an alert. This is the kind of advertising most prominent in television, and many advertisers will use the same clips for both television and online advertising.
It uses video, 3D content or flash to provide a TV-like advertisement. Used to be known as Unicast Transitional ads as they were originally made by Unicast Communications but the company was acquired by Viewpoint Corporation in , which then changed its name to Enliven in In addition, ads containing streaming video or streaming audio are becoming very popular with advertisers. E-mail advertising Legitimate Email advertising or E-mail marketing is often known as "opt-in e- mail advertising" to distinguish it from spam.
Display advertising Display advertising appears on web pages in many forms, including web banners. These banners can consist of static or animated images, as well as interactive media that may include audio and video elements. Display advertising on the Internet is widely used for branding. This is why metrics like 59 Recent Trends in Advertising interaction time are becoming more relevant.
This may change in the future as display advertising is becoming much more targeted to users, much like how search engine ads can be extremely relevant to users based on what they are searching for. Display advertisers use cookie and browser history to determine demographics and interests of users and target appropriate ads to those browsers.
Banner ad standards have changed over the years to larger sizes, in part due to increased resolution of standard monitors and browsers, in part to provide advertisers with more impact for their investment. The standards continue to evolve. Banner ads can be targeted to internet users in many different ways in order to reach the advertiser's most relevant audience.
Behavioral retargeting, demographic targeting, geographic targeting, and site based targeting are all common ways in which advertisers choose to target their banner ads.
Affiliate marketing Affiliate marketing is a form of online advertising where advertisers place campaigns with a potentially large number of small and large publishers, who are only paid media fees when traffic to the advertiser is garnered, and usually upon a specific measurable campaign result a form, a sale, a sign-up, etc. Today, this is usually accomplished through contracting with an affiliate network. Affiliate marketing was an invention by CDNow.
The online retailer used its program to generate low cost brand exposure and provided at the same time small websites a way to earn some supplemental income. Behavioral targeting In addition to contextual targeting, online advertising can be targeted based on a user's online behavior.
This practice is known as behavioral targeting. Recent Trends in Advertising stored on the user's computer, that user can then be served auto-related ads when they visit other, non-automotive sites. In the United States the Federal Trade Commission has been involved in the oversight of behavioral targeting for some time. Online Advertising in India In last few years, online advertising has been growing at much better pace than any other traditional advertising medium — According to recent report put together by Magna Global, online advertising spends will touch 71 Billion dollars this year globally.
In India, online advertising is picking up pace as well, thanks to growth of Internet users in India, which has now crossed million user mark. But over next 3 years, it is expected that Indian online advertising will touch close to USD 1 Billion. While doing a comparison on average advertising rates in India, I came across an interesting chart published by Social Bakers giving average global advertising rates for Facebook.
Recent Trends in Advertising Source: Magna Global Social Media Marketing Social media marketing refers to the process of gaining website traffic or attention through social media sites. Social media marketing programs usually center on efforts to create content that attracts attention and encourages readers to share it with their social networks.
A corporate message spreads from user to user and presumably resonates because it appears to come from a trusted, third- party source, as opposed to the brand or company itself. Hence, this form of marketing is driven by word-of-mouth, meaning it results in earned media rather than paid media. Social media has become a platform that is easily accessible to anyone with internet access. Increased communication for organizations fosters brand awareness and often, improved customer service.
Additionally, social media serves as a relatively inexpensive platform for organizations to implement marketing campaigns. Social media Advertising Social network advertising is a term that is used to describe a form of Online advertising that focuses on social networking sites.
An example is the Facebook beacon project. Based on an action your friend has taken, you might see a message in your news feed saying 'Bob has just bought a 'Radiohead CD from Music World'. This can be an extremely effective mode as often people make decisions to purchase something or do something based on their close group of friends. However, there is also a lot of controversy surrounding this as it can be considered exploiting the personal relationships you have with your friends and also raises privacy concerns.
Just like you see banner ads on many other sites, this is a similar concept, except on a social networking site. You can see these - for example - as a brick in the top right of MySpace pages or as a banner on the left of Facebook profiles and so on. There are two differences however - One is that these social networks can take advantage of demographic data on your profile and hence target the ad directly to you.
Secondly, these types of ads can also be placed by individual developers on their application pages through ad networks. They have access to the same data and can generate income for application developers giving them further motivation to create apps and giving advertisers a more engaging way to reach out to these social networking users. They will use this to build up 'subscribers' or 'fans' and use this to market a contest, a new product, or simply just to 63 Recent Trends in Advertising increase brand awareness.
These groups can quickly grow in numbers of subscribers which can become a very effective marketing tool. Major sites for Social media Marketing Twitter Twitter allows companies to promote products on an individual level. The use of a product can be explained in short messages that followers are more likely to read. This link provides followers the opportunity to spend more time interacting with the product online. This interaction can create a loyal connection between product and individual and can also lead to larger advertising opportunities.
Twitter promotes a product in real-time and brings customers in. Facebook Facebook profiles are more detailed than Twitter. They allow a product to provide videos, photos, and longer descriptions. Videos can show when a product can be used as well as how to use it. These also can include testimonials as other followers can comment on the product pages for others to see. Facebook promotes a product in real-time and brings customers in. Strategies to extend the reach with Sponsored Stories and acquire new fans with Facebook ads continue to an uptick in spend across the site.
Recent Trends in Advertising Blogs Everyday there are more reasons for companies to use blogging platforms to their social media repertoire. Platforms like LinkedIn create an environment for companies and clients to connect online. Companies that recognize the need for information, originality and accessibility employ blogs to make their products popular and unique, and ultimately reach out to consumers who are privy to social media. Blogs allow a product or company to provide longer descriptions of products or services.
The longer description can include reasoning and uses. It can include testimonials and can link to and from Facebook, Twitter and many social network and blog pages. Blogs can be updated frequently and are promotional techniques for keeping customers. Other promotional uses are acquiring followers and subscribers and direct them to your social network pages.
In a similar fashion, online communities benefit businesses because they enable them to reach the clients of other businesses using the platform. These online environments can be accessed by virtually anyone; therefore consumers are invited to be a part of the creative process. To allow firms to measure their standing in the corporate world, Glass door is a site where employees can place evaluations of their companies. Some businesses opt out of integrating social media platforms into their traditional marketing regimen because their employees dislike such isolated online environments.
There are also specific corporate standards that apply when interacting online. Other corporations fear that the general public has too much power over how their marketing is perceived, due to the accessibility of Internet-retrieved information. To ensure having the advantage in a business- consumer relationship, businesses have to be aware of four key assets that consumers maintain: information, involvement, community, and control.
LinkedIn LinkedIn, being a professional business-related networking site, allows companies to create professional profiles for themselves as well as their business to network and meet others. Through the use of widgets, members can 65 Recent Trends in Advertising promote their various social networking activities, such as Twitter stream or blog entries of their product pages, onto their LinkedIn profile page. Yelp Yelp consists of a comprehensive online index of business profiles.
Businesses are searchable by location, similar to Yellow Pages. The website is operational in seven different countries, including the United States and Canada. Business account holders are allowed to create, share, and edit business profiles. They may post information such as the business location, contact information, pictures, and service information.
The website further allows individuals to write, post reviews about businesses and rate them on a five point scale. Messaging and talk features are further made available for general members of the website, serving to guide thoughts and opinions. YouTube YouTube is another popular avenue; advertisements are done in a way to suit the target audience.
The type of language used in the commercials and the ideas used to promote the product reflect the audience's style and taste. Also, the ads on this platform are usually in sync with the content of the video requested; this is another advantage YouTube brings for advertisers. Certain ads are presented with certain videos since the content is relevant. Recent Trends in Advertising Examples of Social site 67 Recent Trends in Advertising Maggie noodles from the house of Nestle India promoting the product on www.
Recent Trends in Advertising Findings The research states following findings: The advertising industry in India is growing with a great pace. The industry has been changed if compared form the early advertising industry which started in early The advertising industry has started using children in products that are not used by children. Business men have started exploiting children for advertisements for their own profit.
The use of celebrity in advertising is also increasing with a great pace in India. The business men are using celebrities as an inspirational group for the people to increase sale. The last but not the least it is found that business men are now moving towards online ads as these ads are cheap in price and are more reachable too people. These ads are now broadcasted on social networking sites like Facebook, Twitter, and LinkedIn. Thus ad world is now changing towards a new dimension of promotional efforts which will not only increase the scope and reach of ad but will also reduce the cost of advertising 72 The liberalization of the Indian economy in the early s has led to the accelerated entry of foreign business and foreign advertising agencies to sell the products of foreign products to the vast potential Indian market of over a billion people.
Advertisers are using considerable ingenuity to develop strategies to enter these markets. In the early s there were Indian advertising companies in the profile of top advertising agencies but by the end of the decade most had made strategic alliances with foreign agencies. Television and satellite television has been eroding the market dominance of print advertising in the s, but print is still the largest source of media, including newspapers and magazines, which have expanded considerably in the s.
Advertising in the s focused on the Hindi and English speaking population via television and print, which was predominantly, educated, urban and middle class. In the s however, major companies have 73 These increases in advertising expenditure and the promotion of foreign products have impacts on culture, through the undermining of traditional habits and behaviors, the creation of new wants and desires, often for products like soft- drinks that have no nutritional benefit, and also by strategies that rework cultural values and beliefs.
The roles of men, women and children are changing, traditional places within home and family, concepts of beauty, identity and personal cleanliness are undergoing major change. The overall impact of massive increases of foreign company advertising is the acceleration of India into the culture and ideology of consumerism, the expansion of foreign businesses into India and the export of profits to foreign corporations.
With the dawn of the Internet have come many new advertising opportunities. Popup, Flash, banner, advergaming and email advertisements the last often being a form of spam abound. Each year, greater sums are paid to obtain a commercial spot during the super bowl, which is, by the most measures, considered to be the most important football game of the year, or for the matter of fact the new format of Twenty cricket which has been introduced by the Indian Cricket Board as IPL The Indian Premier League which is expected to generate unprecedented volumes of advertising and that will be the revenue generator for the whole tournament which has attracted major attention both from media but also from all the cricket playing countries whether negative or positive.
Compared to print and television the number of players and market size is still very small. To exponentially grow the online advertising business. Rural consumers get close to established world brands. Advertising Age Global. Also, proposed licences for new banks and better market sentiments render the advertising and marketing industry in India a fertile space.
Market size Print contributes a significant portion to the total advertising revenue, accounting for almost You need to create the right picture on every side of the cube.
Every side. Not only the one side you were comfortable with all these decades. A New Marketing Model will evolve — Salience will become more important than awareness which is traditional marketing research metric in the regular research study. Brand Salience is the degree to which your brand is thought about or noticed when a customer is in a buying situation.
The trends in non-food grains production in India after the introduction of economic planning is shown in table 3. Table 3 is the evidence that during the course of five year plans, the production of non-food-grains has increased to a great extent.
Consumer Trends. The latest news, analysis, insight and opinion on key behavioural and attitudinal trends as well as developments in market research. Fighting the war on plastic: The brands trying to break our plastic addiction. While the war on plastic has created challenges for established brands now having to adapt their business practices to cut down on plastic waste, the focus has Latest reports from WARC and trusted partners offering unique insights into current trends.
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A short summary of this paper. College, Ambala cantt Abstract-Modern marketing makes us aware about various aspects regarding quality wise product and their sellers. At this time we come across various new trends in marketing.
The recent trends of marketing is different from traditional way of marketing. The marketing is one of the fields have been substantially revolutionized by internet based technology.
It is now known has come to play a key role in all elements of marketing mix. It is a new face of communication in the interface between a business and its consumer. Recent trend of marketing most prominent point regarding the advent of the available of products through modern marketing. Marketing is a pervasive may claim to provide us all kinds of luxuries and comforts goods. It is a place where receive in our daily routine requirements.
Marketing is a more dynamic discipline. Under modern marketing is applied to capture a new market area in foreign countries. It is applied to industries where the production process has to kept busy in whole year and product must be sold continously. More heavy expenditure incurred on sale force and sale promotion activities. Online marketing decrease the cost of business operation with the help in establishing direct link between marketer and his consumers.
It is proved to be remarkable revolution in modern marketing. No strategy is a good as the online marketing to face the cut throat competition in the market.
Commercial online channels most of the companies set up their information and marketing service that can be accessed by those who are signed up for the service and pay a monthly fee. These online services are www.
Internet is now available to much broader audience. User of internet can send email,business information and political, art, science, sports, shop for product information. Millions of people around the world use internet services.
Under recent marketing system consumer can find comparative information about products and competitors, companies, without leaving their home. They can get comparative information about quality, performance, price, availability by online services.
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