Transforming Consumer Experience via Advertising (The Emerging Media for Cyber Era)

S. Sakthivel Rani ()
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S. Sakthivel Rani: Faculty-HR, Department of Business Administration, A.K. College of Engineering, KrishanKoil, Tamil Nadu.

Journal of Commerce and Trade, 2006, vol. 1, issue 1, 59-64

Abstract: India is one of the few countries from the global south to emerge as a significant in the international media market. The field of Advertising is undergoing dramatic changes. The changes are coming from all sides-creative selling and making ads creatively, targeting the right type of audiences. This paper focuses on four aspects namely Newspapers and Magazines, Television, Internet and Wireless media. Firstly the paper focus on the trends toward market segmentation and regional marketing are prompting many advertisers to make use of Newspapers and Magazines. Secondly the commercialization of the electronic media was given a boost as globalization hit India, bringing about the transformation of India television in the early 1990â€™s, accelerated by the combined impact of new communication technologies and opening up of global markets. Thirdly the paper focuses on the Internet which is spreading like a wildfire in India with nearly half a million being added to the internet userâ€™s base of 1.5 million. Today the shift is the consumers are browsing the net instead of watching television. Finally the focus is made on a rapidly growing interactive medium which is capturing the attention of marketers is wireless communication.

Keywords: stress; employee attraction; pressure; turnover; retention strategies (search for similar items in EconPapers)
JEL-codes: A0 C0 (search for similar items in EconPapers)
Date: 2006
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