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The Changing Face of
Advertising
Advertising has come a long way indeed. During early days of advertising,
the use of loud speakers was made in a major way which helped in gathering
of the people to listen to and pay attention, while the pasting of black
and white pamphlets on area walls was in vogue for generating people
response and creating awareness. These methods of promotion were mainly
deployed usually for conveying either important ceremonial announcements
or some political gatherings. The usage of advertising was not much
commercial but informative in nature and the major participants were
people who belonged to either a political outfit or to the government .
The participation of business community was minimal. Till such time, the
advertising industry had not taken any formal shape and name.
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With evolution of
time, advertising started taking different shapes by modifying itself
through changing dynamics regard to commercialization and changing
people needs . With the advent of market based set-ups, the need for
commercial use was felt more. That led to increase in advertising
spend upon newer media as radio and television and also requirement of
participation by business class in addition to the political
fraternity. This ensured that the advertising industry started to
evolve and grow.
Further, with the
advent of satellite television, the scope of advertising became
universal. This gave birth to many related businesses and employment
opportunities. During this time, everything from a beverage to an
automobile and even a celebrity began to endorse itself. Every strata
of people and every country was touched and the impact was felt.
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In recent times, we have
seen advertising upgrading itself to internet usage where avenues like
social networking sites, search engines are being used extensively. The
usage of mobile phone advertising is growing in leaps and bounds as well
alongside e-mail marketing. In coming times, we are sure to witness many
more path-breaking mediums which will take advertising to a next level.
Contributed By : Shammi Kapoor, Brass & Copper
Advertising, Yamunanagar
brassandcopper_advertising@yahoo.in
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