Between New Media - Why New Media Advertising
Continued From Convergence Between New Media
NEW MEDIA ADVERTISING?
• The small Indian
cities like Lucknow have good local brands which also attract people
from all over the world e.g. Sewa chikan, Tunde, Parag Dairy etc.
Another local brand like Jashn are respected for the unique woman
wear they sell to their customers. The fabrics have been thoughtfully
chosen to ensure maximum comfort, and subtle touches of embroidery
and embellishment add that extra sparkle that's just perfect to
help you leave your personal signature in the crowd. And with film
stars like Celina Jaitley as their brand ambassador their advertising
budget cannot be underestimated.
The local brands
in Lucknow make money equal to many MNC brands present in the city.
They have a loyal group of customers and also they have brought
big shops in malls. However the local brands use the traditional
method of advertising and do not use the new media devices; because
of this they are not able to tap the benefits fully. They should
be informed of the significant benefits of new media advertising
which will help them to serve a large group of customers all over
the world and minimize their advertising budgets.
By 2010, the Internet
ad market (globally) will be worth almost $61bn, compared with the
magazine market at around $60.5bn (29.3bn) (source Business India)
Online advertising is slated to rise by 3.1 per cent in the financial
year 2008-09 and by 7.1 per cent in the financial year 2010-11.(source
or Proximity Advertising Solutions
Another new media
advertising used in North India is Bluetooth or Proximity advertising.
All that people need to do is to switch on the Bluetooth option
on their handsets and they get the announcements and promotions
pushed to their handset which they can further download if they
proved good advertising medium in the below mentioned category
• Movie Theater
• Pubs and Bars
• Retail locations
There are very
few mass media avenues available for local advertisers in
India today with the exception of Print. We believe there
will be tremendous equity value creation in this space in
The new media
tools should be used by local advertisers as
74% of the urban teenagers have cell phones
81% of the urban teenage use computers.
It is the
“internet era”. In the new-media era, audiences will occasionally
be large, but often small, and usually tiny. Instead of a
few large capital-rich media giants competing with one another
for these audiences, it will be small firms and individuals
competing or, more often, collaborating. It is time now for
the local Indian market to expand and take on the growing
MNCs in India by using technology which is both affordable
The global image
of India is that of an upcoming and progressive nation. India should
educate the masses about new media technology if its hope of becoming
the global knowledge superpower is to become a reality. A series
of ambitious economic reforms aimed at deregulating the country
and stimulating foreign investment has moved India firmly into the
front ranks of the rapidly growing Asia Pacific region and unleashed
the latent strengths of a complex and rapidly changing nation.
Today, India is one
of the most exciting emerging markets in the world. Skilled managerial
and technical manpower that match the best available in the world
and a middle class provide India with a distinct cutting edge in
global competition. India is now riding on the wave of a gigantic
boom in computer driven new economy. With improvements in the technical
and artistic aspects India can well give a stiff competition to
western productions. Indian culture is influencing the western world
in dress, food and festivals.
The Indian Diaspora
is increasing in economic prosperity and status. India has a promising
future, given the unprecedented growth in economy. The 21st
century could well belong to India if it fully utilize its resources
and expertise i.e. the resources of manpower and local brands to
Contributed By : ERAM
an M.A mass communication and journalism from Alagappa University
2008, Bachelors in Arts from Lucknow University in 2002. P.G. diploma
in Advertising and Marketing from Amity School Of Communication,
Noida. Working for 4 ½ years as Lecturer for Advertising, brand,
Event Management with Amity School of Communication lko.
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