MBA Journals Peer-reviewed management research from Consortium e-Learning Network

NOLEGEIN Journal of Advertising and Brand Management

Growing Use of Next-Door Faces and Transformation to The Digital Age: A Study on Arrival of New Practices In the Indian Advertising Industry

  1. Saurav Kumar

Abstract

Advertising is the primary focus because of its importance at the confluence of culture and business. Advertising trends have shifted away from traditional television and print advertisements and toward innovative marketing strategies such as co-branding, content marketing, QR codes, and online advertising. In the advertising sector, TV and print are still strongholds, but new technology is creating new channels for connecting with customers. Advertising agency GroupM predicted that India's ad revenue would reach $17.3 billion in 2023, a muted 12% growth. Authority figures in marketing have the power to significantly impact consumer choices. Celebrities, professionals, or even happy consumers can vouch for a product or service, lending it more legitimacy. Since advertising plays such a significant role at the nexus of culture and business, this is the primary focus area. The traditional TV commercials and print ads have given way to innovative marketing strategies including co-branding, content marketing, QR codes, and online advertising in the advertising industry. TV and print are still dominant in the advertising industry, but new technologies are opening up new avenues for consumer interaction. Advertising firm GroupM estimated that, despite a sluggish 12% growth, India's ad revenue will reach $17.3 billion in 2023. In marketing, authority individuals have the ability to profoundly influence consumer decisions. When professionals, celebrities, or even satisfied customers endorse a business or service, it gains credibility
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