Advertising Management has been changing and it had become technology oriented. Online advertising has been major medium of advertising and more than 8000 crores of rupees have been spent online advertising. It is one of the leading medium of advertising. Online media are dynamic and have grown widely all across
Advertising across continents have been taking place and international brands like Nestle Phillips Pepsi and Coke are advertisers. All around local languages and cultural symbols used in international advertising and international media are used all across.
Advertising Management has been changing and celebrity endorsements have also been used in advertisements and in sale of products. Some 40 years ago an English cricket player staying in a 5 star hotel in Chennai gave testimonial saying it is an excellent hotel. Similarly actor Vijay for Coke, Ajit for Nescafe are featured in these advertisements
Media in India
Advertising and advertising management in India have undergone drastic changes. Today, more qualified professionals occupy positions in advertising management across both private and public sectors. Public Sector Undertakings (PSUs) have also begun to advertise, along with many government projects such as IAMWARM, a component of TNAU.
There are more than 80000 publication and circulation goes up to 80 million copies. Private online electronic media are also available to advertisers. Public Prasar Bharathi TV and Radio also carry lot of advertisements or commercials. The UK public TV of BBC as well carry advertising in its format (Singhal and Rogers 2001)
Advertising Management includes advertisers, consultancies, media, controlling institutions and facilitating institutions. Controlling institutions include the government and standard councils, while facilitating institutions involve services that support advertising such as market research and public relations (Chunawalla & Sethia, 1980).
Ambani advertise on TV Jio scheme effectively and he wanted the Jio net work to become popular. Advertising is vital in success of Jio and Mukesh Ambani knows that Pepsi and Coke advertise heavily in the USA and Pepsi used Michael Jackson popular pop singer saying Pepsi is choice of new generation and Coke used different marketing technique in introducing new coke people were unhappy and coke introduced old coke as coke classic sears uses to advertise in the US. There is more for your life at sears and many FMCGs in the US use advertisements and commercials to sell or increase market share of their products (Nortar 1989). Commercials dominate Monday night football in the US and special movies on TV in the US TV serials as Dallas Dynasty and others have dominated american TV for a long time showing life and times of rich and famous. Serials as Archie Bunkers All in the family have attracted audiences greatly New medicines are found for terminal diseases as cardiac arrest and corona and with Joe Biden becoming President of USA covid stopped drastically.
PM Modi launched various Vande Bharat trains and is responsible for India’s modernisation. His advertisements and commercials on government schemes from 2014 to 2023 appear every where. Commercials dominate Monday Night Football and special TV movies in the USA. Popular TV serials like Dallas and Dynasty depicted the lives of the rich and famous, while shows like All in the Family attracted large audiences.
Violence in media
Too much violence in media has been a topic of discussion in the 1980s in the US. TV is full of violence according to George Gerbner American Pennsylvania University professor. He has created violence profile and did content analysis of TV and found violence is more on American cable TV programs TV is violent and those who watch TV more becomes heavy viewers of TV and his reality is affected and he will think TV world is real. There are cops criminals and others in TV entertainment
and people will think real world is like it. (kurkel and Gandy 1992). Light viewer is one who watches
TV for lesser period of time and his reality is not affected. People who watched TV more thought it is dangerous to walk in streets of New York and New Jersey in nights In the US National TV Violence study is done and TV is continued to be watched greatly.
America’s Lead in Technology
The material culture in America and west is excellent as it is that none can match it Technology is good and science is highly developed and consumer revolution is sweeping there. Many consumer products are available and many super markets have come into being India also with its collaborations have copied technology and consumerism as many super markets have come into being and there are many car manufacturers and many FMCG product manufacturers are available.
Russia with its good family orientations and traditional values yet to match with America in consumer technology and science. Many things need to be done to boost consumerism. Advertising will play leading role in promotion of consumerism technology and science effectively.
Modern science and technology have developed rapidly. Online media have grown significantly, and over 40% of work in developed countries is now conducted via the internet. Prime Minister Modi has launched many development programs in India, while President Joe Biden has introduced similar initiatives in the USA.
Science and media have developed well in both countries, directly benefiting people across all sectors. Modernization and development are essential for improving living standards. Media should play a positive role in supporting development and help governments and other agencies effectively implement development programs.
Media, through coordination and communication, can be a vital force in promoting progress and national development.
The views and opinions published here belong to the author and do not necessarily reflect the views and opinions of the publisher.
