Article by Mr.s.raghuram

8/13/2019 Article by Mr.s.raghuram

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Product Based Advertising to Social Media: An Evaluation of

Contemporary Trends in Advertising *#

Abstract

Advertising has undergone significant changes since times immemorial. It started with

product based advertising and now has reached the stage of digital space and social media

advertising. This significant change includes variations in thought process of creators, variations

in their skill sets and variations in maturity levels of target audience. The most important terms

to be recalled are innovation and creativity. The innovative thinking and improvised skill set

in collaboration with the timely technology development in lines of creativity took advertising to

new heights and trends. Advertising in its journey of evolution undergone various changes from

the stage of papyrus !essages on leaves" # wall paintings# $ewspaper ads#%lassifieds#

&illboards # advertising in visual and audio media # advertising through events # usage of web

space and the most contemporary trends of 'ocial !edia Advertising with digital featured web

space.

The modern trends of advertising in visual and audio media, usage of cinemas, and web

space for advertising were strategic and have gone inline with human behavioural patterns. It

started with !ale focused advertisements preferring manliness as a trend then moved to children

oriented advertising emphasi(ing on the preferences of children and now focusing completely on

women either going by highlighting their characteristics of satisfying family members or using

them as tools of promotion by se)ual stereotyping".

In the contemporary business world of competition there has been a very tiny area for the

concept of monopoly. *very product which is born today will have its substitute tomorrow. To

overcome this situation every brand and its marketers are enhancing their strategies of marketing

to gain competitive advantage by communicating their core competencies to customers in

attractive and effective manner. +ence this behavior of marketers always throws a challenge to

advertising to become more innovative with creative thinking.The study evaluates different trends of advertising against the backdrop of large number

of e)amples and concludes with a note on how, as marketer one has, to react to such trends.

!r. '. -aghuram, Academic Associate, 'chool of !anagement 'tudies, $T/+, 0ukattpally, +yderabad# 122

231, A.4, India. P!one5 2267 68213 29:3; email5 raghuram.s31


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= >r. A. -. Aryasri, >irector I?c @ %hairman &', 'chool of !anagement 'tudies, $T/+, 0ukattpally,+yderabad# 122 231, A.4, India. P!one:2267 3223729372, email5aryasri6


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7Dorrester -esearch -eport E226

n the other hand, ;8G of %!s whose budgets have been cut are increasing their

spending on social media, while another ;;G are increasing spending on Ceb site development.

;2G will spend more on online advertising. +ence the amount will increase financial resources

on web space, considering these functions critical to their businesses and to maintain competitive

advantages.

Evolution of Advertising

The traces of Advertising in its discrete form are found to have begun with newspapers,

in the seventeenth century, which included line or classified advertising. This continued till late

nineteenth century. Cith the encouragement of technological advances illustrations could be

added to advertising, colour was also an option. *do period advertising flyer for a medicine

called 0inseitan was first in apan in732:. *gyptians usedpapyrusto make sales messages and

wall posters. Traces of papyrus and rock painting were found in common for %ommercial

messagesand political campaign displays in ruins of 4ompeii, ancient Arabia, Ancient reece

and Ancient -ome. Call? -ock painting is present to this day in many parts of Asia, Africa, and

'outh America. The tradition of wall painting can be traced back to Indian rock artpaintings that

date back to ;222 &%. +istory tells us that ut#of#+ome advertising and &illboards are the

oldest forms of advertising.

Pears soap ad A picture rom Edo period $%&' A

Coca(Cola ad in $%)&s

*arly advertising success stories are that of 4ears 'oap and %oca#%ola.

These ads featuring cherubic children which firmly welded the brands

to the values it still holds today. Thomas &arratt who was the creator of

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http://en.wikipedia.org/wiki/Papyrushttp://en.wikipedia.org/wiki/Advertising_campaignhttp://en.wikipedia.org/wiki/Advertising_campaignhttp://en.wikipedia.org/wiki/Advertising_campaignhttp://en.wikipedia.org/wiki/Pompeiihttp://en.wikipedia.org/wiki/Arabian_Peninsulahttp://en.wikipedia.org/wiki/Ancient_Greecehttp://en.wikipedia.org/wiki/Ancient_Romehttp://en.wikipedia.org/wiki/Rock_arthttp://en.wikipedia.org/w/index.php?title=Out-of-Home_advertising&action=edit&redlink=1http://en.wikipedia.org/wiki/Billboardshttp://en.wikipedia.org/wiki/Billboardshttp://en.wikipedia.org/wiki/Papyrushttp://en.wikipedia.org/wiki/Advertising_campaignhttp://en.wikipedia.org/wiki/Advertising_campaignhttp://en.wikipedia.org/wiki/Pompeiihttp://en.wikipedia.org/wiki/Arabian_Peninsulahttp://en.wikipedia.org/wiki/Ancient_Greecehttp://en.wikipedia.org/wiki/Ancient_Romehttp://en.wikipedia.org/wiki/Rock_arthttp://en.wikipedia.org/w/index.php?title=Out-of-Home_advertising&action=edit&redlink=1http://en.wikipedia.org/wiki/Billboards


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the 4ears ad and director of the company is often referred to as the father of modern advertising.

Advertising became a fully fledged institution only after the emergence of Ad agencies in later

part of 76thcentury. These agencies came out of a need to producers to sustain in the markets by

continuously promoting them.

At the time of Corld Car I, The &ritish used advertising as propaganda to convince its own

citi(ens to fight, and also to persuade the Americans to join. $o less a political commentator than

+itler concluded in!ein Kampf" that ermany lost the war because it lost the propaganda. The

increased mechnisation a result of Corld Car I also laid a success step to advertising as the

marketers have to create needin the consumer which begins to dominate advertising from the

76E2s onward. Advertising used every technological advancement as a tool for its development.

Advertising used %inema and radio to transmit commercial messages. In the 76E2s the Call 't

crash put an end to widespread affluence, the reat >epression and Corld Car Two meant that

it was not really until the 7612s that consumers had enough disposable income to really respond

to the need creation message of advertisers. It was a sick period to advertising.

The 7612s not only brought postwar affluence to the average citi(en but whole new glut of

material goods for which need had to be created. Then came Televisions as a helping hand to

bring back advertising on track. The TJ shows were e)tremely used to promote various brands,

which consumed most time than the actual programme. /nhappy with the ethical compromise

of the single#sponsor show, $&% e)ecutive 'ylvester Ceaver came up with the idea of selling

not whole shows to advertisers, but separate, small blocks of broadcast time. This gave birth to

the concept of the Kcommercial breakK. This became known as the magaine concept, or

participation advertising, as it allowed a whole variety of advertisers to access the audience of

a single TJ show.

+limpses of "ndian Advertising ,istory

The foundations of advertising were laid in the 73th %entury in India. Advertising begins with

classified advertising for the first time in print in +ickeyKs &engal a(ette which was IndiaKs first

newspaper weekly". Then it took many phases and grew to various milestones and creative

levels. !arketing promotion was mostly through %atalogues, billboards and classifieds.

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+orlicks becomes the first Kmalted milkK to be patented on 1th une 7339. Ce have few

development stages of Indian advertising as follows,

-ecade -evelopments

$)&&($)$& & >attaram @ %o claims to be the oldest e)isting Indian agency in irgaum in

&ombay and IT% then Imperial Tobacco %o. Ltd." launches old Dlake in thisdecade.

$)$&($).& Launch of the first foreign owned ad agencies ujarat Advertising and IndianAdvertising set up. *)patriate agencies as Alliance Advertising, Tata 4ublicityemerge. LA 'tronachKs merges into todayKs $orvicson Advertising and > 0eymer gives rise to gilvy @ !ather and %larion

$).&($)/& L- 'wami @ %o, !adras#LA 'tronach @ %o India" 4r. Ltd, &ombay set upAgency called $ational. Calter Thompson CT" opened to service eneral!otors business# &!A' Ltd Dormerly > 0eymer @ %o Ltd" set up# Calter Thompson %o 4r. Ltd formed.

$)/&($)0& Jenkatrao 'ista opens 'ista Advertising and 4ublicity 'ervices as first full

service Indian agency# Indian 4ublicity &ureau 4r Ltd, %alcutta established#0rishna 4ublicity %o 4r. Ltd, 0anpur and few Indian 'tudios rose. Indian&roadcasting %ompany becomes All India -adio AI-".

$)0&($)1& $avanitlal @ %o., Ahmedabad set up# Lu) signs Leela %hitnis as the first Indianfilm actress to endorse the product # +industan Thompson Associates +TA",the current incarnation of CT, coins the &alanced $ourishment concept tomake +orlicks more relevant to India.

$)1&($)'& -adio %eylon and -adio oa become the media option# Jicks Japo-ub5 a rubfor colds, causes ripples with its entry in the balm market# 'hantilal 'hah @%o, &ombay.

$)'&($)2& Advertising Accessories, Trichur started# !arketing Advertising Associates,

&ombay set up # Industrial Advertising Agency, &ombay comes into e)istence#&al !undkur Buits &!A' to set up /lka the same year# IndiaKs televisionKsfirst soap opera # Teesra -asta enthralls viewers # &!A' changes names to'+ &ensonKs.

$)2&($)%& $ational -eadership 'tudies provided relevant data on consumersK readinghabits# %oncept of commercial programming accepted by All India -adio # +asan-e(avi gives the very first spot on -adio %eylon# gilvy, &enson @ !atherKsname changes to gilvy @ !ather.

$)%&($))& !udra %ommunications Ltd set up# 0ing#si(ed Jirginia filter cigarette entersmarket with brand name of K%harmsK# $etwork, associate of /TJ, pioneers

cable television in India# +um Log, >oordarshanKs first soap opera in the colourera is born # Jiewers still remember the sponsor Jicco" of Meh o +aiNindagiO# !udra makes IndiaKs first telefilm#anam. 671 new brands of productsand services appearing on the Indian !arket # 4rice Buality positioning of$irma detergent cakes boost sales # AAAIKs 4remnarayan Award instituted #Advertising %lub &ombay begins a biennial seminar called KAdvertising thatCorksK. !aga(ines for advertising launched.

$))&(.&&& !arks the beginning of new medium Internet # Agencies open new media

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shopsP go virtual with websites and Internet advertising # &rand *Buitymaga(ine" of The *conomic Times is born # Dirst India#targetted satellitechannel, Nee TJ starts broadcast # %lose on the throes of the ulf Car enters'TA- 'atellite Transmission for Asia -egion". IndiaKs only advertisingschool, !I%A !udra Institute of %ommunications Ahmedabad" is born. 'un

TJ becomes the first regional TJ channel to go live E; hours a day on all daysof the week *vents assume important role in marketing mi) &E& siteagencyfaBs.com launched on 'eptember E3, 7666

"n

Millennium

!udra launches magindia.com # IndiaKs first advertising and marketing allery#Lintas merges with Lowe roup to become Lowe Lintas and 4artners LL4"#bigideasunlimited.com#ame shows like 0aun &anega %rorepati become arageP &hartiKs -s E.81#crore corporate TJ commercial, where a babygirl is bornin a football stadium, becomes the most e)pensive campaign of the year # LoweLintas @ 4artners rechristened Lowe Corldwide# Dor the first time in thehistory of +TA, a new post of president is created. 0amal beroi is appointedas the first president of +TA. !ore trends came out as the advertising world

laid its steps towards futher innovation

Trends in Advertising

ur world is full of fads, and the internet isnKt an e)ception. >o you remember the dot comKs

during the ninetiesQ The thing is that, after oogle which earned /'F 8 billion", internet advertising

trends have shown the world that they work. oogle got benefited from Ad Cords and Ad 'ense

programs and others too e)ploited this for advertising benefits.

There are few companies which dedicate themselves to research data in the financial industry and

process it for their clients and help them in financing decisions. The second internet advertising trend is

the trend of Internet marketing firms. Thanks to the new technologies and the rebirth of this market,

companies like E;?8, -eal !edia and aRuantive are other clients.

Bill boards and 3all paintings

Call or rock painting is one of the ancient trends of commercial advertising which is present to this day in

Asia, Africa and 'outh America. The tradition of wall painting and Indian rock art dates back to ;222

&%. +istory portrays that out of home and bill boards are the most ancient form of advertising. The

latest trend of these are the mobile billboards seen every where for increased promotion into public.

&!C bill board with slogan HDrom up here I can see &!C at &ridgeportS is one of the best e)amples of

bill boards advertising in the recent past. It gained huge promotion to the &!C &ridgeport client.

&illboards are eye catching and are most advantageous tools of advertising, they are e)pense depends

basing on the location chosen, even this location choice ads value to the marketer. &eing so advantageous

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they are being prohibited in various parts of the world due to their prime character of eye catching nature

leading to ha(ardous road accidents.

Sign Boards4 ,uman -irectionals and 5e!icular Advertising

In the mid 76thcentury the ban of poster in public places in various countries gave rise to this trend. Ce

find people who hold promotional boards or direction boards at prime locations with images of a store or

products on them at the time of inception of a store or any special promotional events, e)hibitions, etc. In

addition to this even we find people using public transportation vehicles as a media for advertising.

This trend of advertising has high level of e)posure into public but the cost would be low. The grey areas

in this trend are lack of security and chance of deceiving by the people who are hired or vehicles which

are chosen as media. There is a lower amount of certainty of reaching the target segment in specific.

This can only be used to advertise for general public.

In ctober E22:, 3G of 9:22 people visited model homes in a housing development in !oreno Jalley,

%alifornia were directed by human directional. 'uburban railways, &uses in countries like India, %hina,

'ingapore, etc are used for advertising different brands and products. erman railways got associated to

/$I%*D and promoted their ads on their >&A class 727 trains between 766: and E222.

Television advertising

This is the most effective format of advertising to mass#market. The majority of TJ commercials feature

a song or jingle which attract the viewers and create an everlasting image in their mind. According to the

research conducted by A.%.$ielson %o there almost ;92 million viewers of television are there /'A. An

average child in /'A will view almost E912 thirty second duration commercials and will spend a time of

E9 years by the time they reach age of :1 years. In this conte)t we can understand how important is

television as a media for advertisement and what would be the reach in the entire world.

Trends in Television Advertising

Advertising through television is mainly through video commercials, these commercials have

gone through various trends few among them are as follows,

Product based Commercials

4roduct based commercials mostly concentrated on features of products, their advantages andtheir usage. This was done with attractive background scores and attractive themes without getting

deviated from core theme. To illustrate,

+onda advertisement arranging various parts of a car in logical seBuence as a circus feet and

finally bringing out the +onda %ity car at the end of the advertisement. This advertisement gave

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out a message of perfection and transparency with confidence in their engineering and the

cuteness of +onda %ity. This ad won great acclaims in E229.

Intel %oreE >uo advertisement showing the product features and manufacturing process and

giving the message that it can do the work done by two processors at a time was one of the best

ads of electronic goods. This ad created revolutionary sales of these processors in E228.

This trend is a bit lower in e)pense, a bit attractive but these are more useful to target urban customers as

most of the commercials would be technical. +ence it is difficult to reach rural and suburban as they

couldnt understand most of these ads. In such situation the productivity decreases and in the cost benefit

analysis would show loss.

Celebrity Endorsement

This is one of the most successful and most e)pensive means of advertising through television.

In this trend the marketers choose one of the famous celebrities whose characters match the

characteristics of product and create an ad focusing on celebrity and the product. These ads had good

success rate in penetration but are not very helpful in increasing sales. 4eople have been habituated to

enjoy their favourite actor on screen but they almost stopped buying things on their fame. %ustomers of

present day are intelligent enough to go for a second thought at the time of purchase decision even though

the celebrity saves a subliminal image in their mind regarding the product and its features. 'ome of the

celebrities commonly found include 'achin Tendulkar, &rian Lara and 'teve Caugh promoting !-D

through commercial ads. Also are the Indias !en In &lue %ricket team promoting 4epsi.

C!ildren oriented Ads

This trend is best used by modern day marketers. Ads designed in away they attract children

segment and they will influence the family members to make the purchase decision. And even for

children oriented products these ads made a lot of fun and lead the brands to stably fi) up in market.

ohnson @ honson achieved revolutionary sales and led the brand to monopoly minimi(ing the

competitors effects. Advertisements of +orlicks, stating Taller, 'tronger and 'harper in competition

to %omplan ads which communicated the theme of 4roper growth through %omplan was a hit and most

of the kids started demanding the products by brand name.

These commercials can set new trends of sales, but there is always a chance of uncertainty in success as

childrens mind is easily distracting. If competitors offer some thing to children on purchase of their

products, all your efforts might go in vain. 'o while using this trend, marketers should be more cautious

so that they can leave a long term impression and maintain the same product Buality that marketers

advertise.

3omen 6riented Ads

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This is one of the successful on going trend in present advertising scenario. !arketers started

using women Demale" to market their products. They use them as responsible family women

characteristics choosing their products as the best among the market to use or they use the girl element of

women to attract male audience towards their products. The present trend marketers understood the

important role of women in making a purchase decision in a family and started to attract them. There is

another issue in this, it is the materialism, the present day youth having a mask of open talk generation

got habituated to various ill aspects as seeing female as a se) symbol. !arketers even started utili(ing

this character of people to promote their products. To illustrate, A)e advertisements showing all the girls

around a male employee trying to attract him being impressed by his body perfume. Another ad of Lu)

chocolate flavor in which one of the Indian celebrity Actress kareena 0apoor" almost naked drowned in

chocolate cream showing her love towards chocolate flavor. Ad of Liril La#ira#ila back score ad which

shows a romantic couple in romance after shower with Liril.

These ads are advantageous to the marketers but the ethical part misses in them. +ence most of

the marketers will be taught lessons by various legislative bodies stopping the unsensored elements

finally leaving them as failures.

Creative Ads

This trend doesnt mean that this is the online types which involve creativity it means the ads

which use creative technology in ad making. These are lesser in cost compared to other trends and are

more attractive. There are various success stories as Amaron &atteries, Jodafone mobile services, &!C

cars, Intel, +4 and soon.

Jodafone /# ads and 4uppy ads were the most attractive ads in E22;#26. 'tarting with +utch

as the mobile service provider, they attracted most of the potential customers and grabbed

ma)imum market share. After the takeover of Jodafone on the network of +utchinson, their ads

created a huge revolution, the way they promoted their themes through u#jo white puppets and

the puppy they not only retained customers but also gathered more market share.

The advertisement of Amaron &atteries portraying their longer battery life for cars by using a

rhythmic song of Turtle and rabbit short story.

This is most advantageous trend of television advertising as it is lower in cost, higher in attraction and

leaves long lasting impressions in viewers minds. &ut there is a faint chance of comple)ity which would

some times be critical to understand on first sight.

7adio Advertising

This particular mode has undergone a cycle from introduction to decline and then got

reengineered and established itself into market. *arlier to television radio ruled the advertising markets

for almost two decades. After the invention of television, the disadvantage of radio that it couldnt show

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the visuals and the attraction only lies in voice over. Airtime is purchased from a station or network in

e)change for airing the commercials.

Chen marketers need repetitive reminder of their promotional activities due to lack of time or for short

notice of time then they prefer this trend. enerally shopping malls or retailers who have single day

offers or offers for short span of time rent some time on air and promote themselves.

Print Advertising

This is another mode of advertising which is old as well as gold. Chen ever marketers want to

give descriptive advertisement to overcome competition with a statistical comparision or detailed features

to gain competitive advantage they take up this mode. 4rint media involves newspapers, maga(ines,

journals and classified advertising. They are lower in cost in comparision to the benefit they give. Top

brands try to maintain image by advertising their brands and products in prestigious journals and

maga(ines. Dree ads and newspapers give the chance of shorter form of ads called classifieds.

%olour ful Ads of -evlon, lakme and arnier portray themselves as giants in cosmetics by promoting

their new models in various top maga(ines as >ebonair, Demina, etc. Automobile brands as %hevrolet,

!aruthi, Dord promote themselves and try to achieve the edge of competitive advantage by statistical

analysis and comparative tables of their competitors.

As there are a wide range of print media options it is hard for the marketers to either promote through all

means or rela) leaving out few options. +ence it is a difficult choice to make.

8atest Trends in Advertising for .&$$

Business 9nusual

-ecession had dragged the capitalism from the Dashion and Dad. lobally we have a common

understanding for the first time which isnt a feeling of urgency but sustainability. &ut happening of this

is still a raging debate. To attain sustainability they should come out from hypocrisy and operate with

higher levels of transparency than before to attain consumer favor. This happens only when people start

avoiding /s#Them mentality and start discussing about what is neededQ This is just being edgy avoiding

greed of profits. +ence &usiness unusual is just not thinking differently but identifying consumer trendsby chasing the consumer preferences and desires and trying to out do them.

Introduction of TATA#$A$ was through automotive e)hibition at Autoe)poE228, $ew>elhi

and depending on the consumer suggestions and demands few alterations have been made and it took

almost one and half year for the successful launch even then it was a promising launch, TATAs

themselves stopped the booking to avoid delay in delivery.

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9rbany

*)treme urbani(ed culture is here referred as /rbany, in E272, E277, E27E this culture leads

consumers more sophisticated and demanding all over the globe. %ompared to the previous centurys

figures of 1G urban population of world, in E223 the numbers e)ceeded 12G. In the past twenty years it

grew on an average of 9 million people per week. &y E212 above 82G i.e. :.; billion" of population will

be in urban areas. According to the lobal -eport on +uman 'ettlements E226, especially Asia will host

:9G of urban global population. The significant issue is we have more sophisticated consumers snapping

up more goods, services, e)periences, campaigns and conversations. *ven the rural consumers will try to

shop more on online to get the same sophisticated products as the urbane.

This scenario leads to more &E% brands pushing innovation envelope in all possible ways. The

innovation doesnt only evolve with the urbane but also from the suburbs but the urbans behave as

epicenters. $ow the only way to survive is to go with the trend.

'o, in E272 and beyond, you basically cant go wrong to appeal to urbanites pride. 'ome random

e)amples5 include

The best selling bike of E22:, E228 and E223 of India, &ajaj 4ulsar in all its versions of 712%%,

732%% and EE2%%s started its introduction in /rbane and then sophisticated their models to

suburbs as for the suggestions of the sophisticated customers, which made them more successful.

%onsumers using five &ank !achine AT!s in *ast London were given a choice to opt their

prompts and options in their most desired rhyming slang %ockney.

7eal Time 7evies ;


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=>8u?ury

In support the /rbany, the lu)ury tries to maintain a challenge for the producers towards

the consumers status consciousness. In E272, lu)ury, and what it means to a bewildering

number of consumer segments, will remain in flu). lu)ury will be whatever you want it to beK.

Lu)ury is closely associated to scarcity. &asic needs and scarcity always eye upon on persons

who like to be uniBue. It is not just buying the most e)pensive or most biggest. Any thing

special, 4remium, secret, uniBue, *co#friendly, /ser#friendly, caring, empathy, additional

benefits, special features or appointments, healthy, knowledge, skills, *tiBuette, philanthropy and

manners any one or a mi)ture of all of these constitute lu)ury. 'o 4roducers need not worry

about finding out what it is but can define something like that which attracts and offers lu)ury.

%onsider the e)amples of TATA# I$>I%A JI%TA, !ahindra UML a combination of consumer

reBuirements customi(ed versions" of the e)isting models gave customers convenience and pride in

purchase. Also take the case of A44L*#Iphone, Jodafone or Idea &lackberry with advanced features.

These mobile phones with additional services offer pride as well as uniBueness in their features to the

consumers. Another e)ample is &urberrys &lue Labelis a line of &urberry stores e)clusive to apan that

features a more fitted, sassier version of &urberry styles.

Mass Mingling ; T!e Social


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These social networking channels keep people updated with live information review, processing

and forward. Live shows, live events involving us as the participants are e)amples for online

mass mingling.

Eco(Easy

o green is the present call from both the public and private sector organi(ations. This is the way for

long term sustainability. Dew go green issues would be *%#&/$TM, *%#'T/->M to *%#

I%$I% to *%#T-A$'I*$T. 'o what else is building in the reen Arena in E272Q Then what is *%#

*A'MQ If the companies do not go for this, they might even face often mean forceful, if not painful,

government intervention, or some serious corporate guts, or brilliantly smart design and thinking, if not

all of those combined. %onsumers might not get habituated to this go green immediately but they in long

term perspective they only appreciate the *co# *asy concept. 'o the marketers in all their business

process should start a change mechanism towards eco friendly systems, products and services. 'ee these

e)amples5

The small town of &undanoon in AustraliaKs $ew 'outh Cales has banned usage of plastic water

bottles. They stopped usage of all branded and non#branded plastic water bottles in their town.

*ven the Cest also stands with the same concept, !e)ico city government and 'an Drancisco

had outlawed plastic bags usage from !arch E228.

In 'eptember E226, a special ta) was levied on people who pollute the environment by Drench

4resident$icolas 'arko(yit was given out as carbon ta) to reduce greenhouse gas emissions in

Drance. 4olluters will have to pay */- 78 per ton of carbon emittedP This ta) will cover 82G of

the countryKs carbon emissions and bring in about */- ;.9 billion of revenue annually. *ven this

helps in avoiding unwanted use of polluting eBuipment and habits.

Automobile giants like Toyota started giving out o green slogans by introducing petrol and gas

combination models into market.

Trac@ing Alerting

This is the trend which helps the consumers to e)pand their web of information, instantly

checking, tracking and alerting themselves with various market variations and dynamics. If I$DL/'T

consumers lusting after relevant information" is the enduring mega trend, then T-A%0I$ and

AL*-TI$ are its sub#trends. %onsumers who have voluntarily revealed their preferences AL*-TI$

acts a helping force to consumers by continuous updating of knowledge.

%olumbia sportswear has a mechanism of initiative towards reusage of packaging bo)es which

have a recogni(ed serial number and good strength. ver ::G of all %olumbiaKs orders were

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being shipped in reused bo)es. >ue to this mechanism consumers feel it convenient to track their

goods movement and even %olumbia sportswear people provide alerts for the goods movement.

There is a product to find out a persons fitness. It is called as Ditbit. It is a small device the user

can wear it and this being a 9> motion sensor tracks the users activity in three dimensions and

converts it into useful information. Chen customers logon to DIT&IT website and enter data

including their appetite and activities which they have performed then the site gives out entire

fitness report of the customer. This is another way of tracking and alerting with which

collaborative fitness goals can be achieved.

Augmented -eality, which is a field of computer research in combination of real#world and computer#

generated data, where computer graphics objects are blended into real footage in real time. This is another

layer of Tracking and alerting taking a new trend into increased consumer attraction and satisfaction.

Embedded +enerosity

*$*-ATI$ *$*-'ITM". It has been one of the biggest trends in E226, and it will be even bigger

in E272. *!&*>>*> *$*-'ITM incorporates all giving initiatives that make giving and donating

painless, if not automatic after all, pragmatism is the religion". n top of that we can e)pect lots of

innovative corporate giving schemes that involve customers by letting them co#donate and?or co#decide.

It is being wide spread and marketers have to be awake and ready to go forward with this trend to get

their social responsibility done as well as increase in brand image.

Dew *)amples5

Australian &aby Teresa a baby garment manufacturer on each purchase made with them arranges

a donation of another to a baby in need somewhere in the world. The same way goes the I0*A

solar cell based desk lamp manufacturer. n sales of each unit in any store of I0*A worldwide

at /'> 76.66 another lamp would be donated to children without electricity in refugee camps or

in remote areas.

'till going strong in I$>IA and other countries, 4rocter @ amble and /$I%*D have joined

forces for the fourth year running, in an effort to raise money for tetanus vaccines. *ach time a

product with logo of 7 pack V 7 Life saving Jaccine is sold, 4@ donates cost of one vaccine

to /$I%*D. 'imilar are T!' shoes, for every pair sold online another pair will be donated to

children tin need. Their aim is to donate 7 million shoes by E27E.

An online forum reenpeace is a e)clusively dedicated forum working towards the anti social

causes, they manage online forums and sponsor activities bringing significance to various aspects

like %onventional sources of energy, pollution, child labour and many aspects as such.

Profile Myning =Mining>

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4ublic service advertising is a communication from public institutions or private#sector

organi(ations. Its purpose is to utili(e the strong appeal and persuasive power of advertising to help in the

resolution of public and social issues. It started in apan in 786: and even passed on to Cest. Chere we

have /nited 'tates the roots grew in 76;2s. This was accompanied with a growing interest in recycling

resources and the environment, heralding a move to seek a new era.

e more Social Media Trends are as follos,

Corporate Social media presence5 Nappos and 0ingfisher airlines are two best e)amples for usage

of social media for improved customer satisfaction.

Cost Control in advertising5 Leveraging on %row sourcing through social media. %oca#cola Indias

'prite campaign in the recent past.

Emp!asis on 7eal time data5 /sage of Transaction news and real time data. *)amples of such sites

are the oogle &log 'earch, !oneycontrol.com, etc.

Aggregation of Social Media5 A single Buery will gather all the people available with like interest.

Dacebook is one among social media tools.

Be!avioral advertising5 Targets a user in accord to his previous preferences when navigating the

web which is e)pected to increase :1 percent for this year.

"nteractive ric! media advertising:The tools which invite customers to interact comes into this

category. *)ample5 &roacher, online applications, Jideo ads and ratings, etc.

Benefits5 ne5 4retends to be more customers oriented. The second is advertiser has freedom of

complete e)pression. This is a Cin# Cin situation.

Personalied ads: These are the ads designed for determined groups of people based on their

navigation record. &ut the success rate of this is a bit low.

Social


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eSocial network services

Websites Personal Websites bebo, cyworld, facebook, friendfeed,

friendster, Hi5, ibibo, jaiku,

Myspace, Netlog, Orkut, Studi!,

"agged, "ribe#net, "uenti, "witter,

kontakte, W$ispurrProfessional

Websites

iadeo, linkedin, Hub %ulture

"ools &acebook connect, Opensocial, Social network analysis software

'eneral %o(parision of Software, Online identity, )ser profile, irtual

co((unity

*pplications Social Media *dvertising, Social network $osting service,

'roups, online dating service +co(parision, -nternet

petitions, .eblogging, Mobile, Polling, *ctivity strea(

-(plications )ser gender difference, )se in investigations

.elated %oncepts S(all world e/peri(ent, s(all0world network, Social network,

Social network service

Mega Trends .&$&

Cith all the evolving trends in hand, marketers should have their prime focus on ethics

before running up with upcoming trends. American Academy of Advertising members, +yman

et al. report that the seven most important topics for advertising ethics as5 7" use of deception in

ads, E" advertising to children, 9" tobacco advertising, ;" alcoholic beverage ads, 1" negative

political advertising, :" racial stereotyping, and 8" se)ual stereotyping. As a marketer you have

to keep your mind ticking with these issues so that you will not cross the boundaries of ethics

and could catch up with the rage of emerging trends.

As concluding remarks the trends for advertising would move in E272 as follows,

"onversion optimisation will be #ey$ &ocus on .O- asks forend#to#end optimisation for

search, display advertising, affiliate marketing and email marketing#

"onsumer thrift will shape online behaviour$ As the recession bites, consumers will

increasingly shop online in search of deals and bargains.

%reater "reativity will be re&uired$ This may sound obvious, but it needs to beemphasised.

Internet '(plorer ) will affect online advertising$ !ost consumers will happily muddle

along with I*3 oblivious to alternatives. The privacy browsing capabilities of I*3 willhave an impact for online advertising.

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"PA buying will become more widely negotiated$ The %4A cost#per#action?acBuisition"

digital advertising buying model will become more widely negotiated. 1ata privacy andsecurity will stay in t$e $eadlines#

*ualitative analytics will have greater emphasis$ 0nowing what your website users did

is nice, but knowing C+M they it did will become crucial. Ce predict that there will be

huge growth in the use of Bualitative data in analytics and decision making in E272. !obile advertising will flourish$ Cith oogle supplying mobile hardware 7" and

software Android", and bidding on the wireless spectrum, it is clear that the people at!ountain Jiew wish to develop this market to its full potential. 9 smart phones withlarge#ish screens, such as the i4hone, &lack&erry 'torm and 7 all allow mobile users aclose#to#normal web#browsing e)perience#

+ocal searchlocalised services will grow$ 'earch engines, browsers and hardware

manufacturers will continue to put their weight behind the locali(ation of search.

ChyQ Three main reasons5 7" -esults are more relevant, E" advertising can be more

accurately targeted, and 9" it gives search networks a massive additional inventory to sell

at a local, rather than regional or national level# .. news feeds will go mainstream$ -eally 'imple 'yndication -''" is an ideal

platform for online marketing and communications as it provides marketers with 722Gdeliverability and a Bualified audience.

/ser generated content 0/%"1 will be King$ A /niversal !c%ann study in E223 found

that only 7;G of users trust advertising, whereas 83G trust recommendations of otherconsumers. This highlights something many online marketers have known for a while5user generated content can be very beneficial.

.ocial media opportunities will e(pand$ According to research by /niversal !c%ann,

89G of users read blogs and 9:G think more positively about brands that have them. Inaddition, 39G of users have viewed video clips proven to offer significant uplift in

sales", ;6G have downloaded podcasts and 93G have subscribed to an -'' feed, while18G have joined a social network. Ce could go on, but suffice to say that social mediahas well and truly arrived and if you dont use it to your advantage, then youre missing amassive opportunity.

APIs and mashups could be the 2e(t 3ig 4hing$ Dar be it from us to predict the ne)t Dace

book or Last.fm success story, but the odds on it being a mash up are not bad.Application programme interfaces A4Is" allow desktop and mobile applications toaccess web data and services directly, giving rise to services such as iTunes, -'' readers,desktop weather widgets, Ubo) Live and 4lay 'tation $etwork, to name but a few.

E?penditure in Social Media Advertising

The research report presented by Nenith ptimedia stated the advertising e)penditure statistics of

India across media was as follows,

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Advertising e)penditure in India boosted up to -s.9:8.9 billion. nline ad e)penditure alone

was -s. 9: billion. These growing stats indicate the future of advertising e)penditure and the role

of online and social media in advertising in the upcoming years. The technically reach and

technology optimi(ing super power /nited 'tates stood top even in the statistics declared about

the 'ocial !edia Advertising. A detail research report of Dorresters -esearch Inc. revealed the

facts that 'ocial !edia e)penditure is going to grow from /'F87: million in E226 to /'F9,779

million by E27; with a %A- of 9;G.

'ource5 Dorrester -esearch Inc, report E272.

e latest facts about Social Media Advertising

-eleased by $eilsen Cire a $eilsen -esearch Inc."

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7. 'ocial !edia $etworks and &logs consume nearly E1G of peoples time online one in every four

and half minutes online"

E. The world spends 772 billion minutes on social media networks and blog sites

9. The number of people who are visiting social media sites has increased by E;G over the last year

;. The average visitor spends ::G more time on these sites than they did a year ago : hours in

April E272 versus 9 hours 97 minutes last year"

1. &ra(il is the top nation when it comes to internet consumers with 3:G visiting a social media

network 8;G of /'A internet users visit a social media network"

:. Australian users average the most time on social networking sites a month at 8 hours and 76

minutes /'A internet users average : and a half hours"

8. Dacebooks reach is the widest in Italy capturing two#thirds of the active uniBue audience in

April Chich is higher than the *nglish speaking countries /'A, Australia and the /0 at :2G"

3. apan has the lowest reach of Dacebook active users at 9G

6. Ameba the micro blogging platform which is the apanese eBuivalent of Twitter is visited by 93G

of apanese people online

72. Dacebook is the worlds most visited social media brand with 1;G of the worlds internet

population visiting the brand

Action Plan

!arketers have to think whether they are readyQ &ased on the above Advertising trends, e)plore

and define ways that their businesscan leverage the opportunities in the upcoming marketing

landscape so that your company grows and you achieve your E272 business objectives.

Caution

Let this paper end with a caution. Internet advertising, along with its benefits, also gives rise to

some practices which could be fraudulent in nature called click fraud wherein or an automated

program is used for making clicks on an ad so the person or the author of the software can

benefit from it. Although some laws e)ist against such practices, some companies have started to

offer services for fighting click fraud, it seems that this cancer will not disappear from the

internet advertising trends. 'o, marketers should take good care of this for better protection.

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7eferences

Bibliograp!y

7. Ale)ander Dord 77th August, E272"5 Latest trends online versus print,www.thinkonlinenow.com

E. &urret 7;thctober, E228"5 *merging Trends in -etail Advertising, webindia.com.

9. *lias &i(aness ;th!ay, E223", *merging TrendsQ $ope its being long trend coming,www.eliasbi(aness.com.

;. eorge. !. Ninkhan 'eptember, 766;"5 Advertising *thics, ounal of Advertising.1. enevieve khongwir 'eptember, E223"5 *merging JA' Trends in India,www.ciol.com.:. Laura spencer EEndAugust, E226"5 %an Advertising keep up with the new and different.8. Tarun pandviva 79th August, E223"5 +istory of Indian Advertisement,

www.mywebdunia.com3. !ario pricken5 %reative Advertising, Thames @ +udson, E223.6. Tracy Tuten5 Advertising E.25 'ocial !edia !arketing in a Ceb E.2 world, 4raeger,

E223.

72. 'teve +ol(ner5 Dacebook !arketing5 Leverage 'ocial !edia to grow your &usiness,R/*, E223.

3ebliograp!y

www.allbusiness.com

www.forrester.com

www.e)change;media.com

www.trendwatching.com

www.e(inearticles.com

www.articlesbase.com

www.admt.jp

www.kaniyalilvincent.rediffiland.comwww.ciol.com

www.businesstrendsasia.com
http://www.thinkonlinenow.com/http://www.eliasbizaness.com/http://www.ciol.com/http://www.mywebdunia.com/http://www.allbusiness.com/http://www.exchange4media.com/http://www.trendwatching.com/http://ezinearticles.com/?Guide-to-the-Latest-Trends-in-Advertising&id=2070964http://www.articlesbase.com/http://www.admt.jp/http://www.kaniyalilvincent.rediffiland.com/http://www.ciol.com/http://www.businesstrendsasia.com/http://www.thinkonlinenow.com/http://www.eliasbizaness.com/http://www.ciol.com/http://www.mywebdunia.com/http://www.allbusiness.com/http://www.exchange4media.com/http://www.trendwatching.com/http://ezinearticles.com/?Guide-to-the-Latest-Trends-in-Advertising&id=2070964http://www.articlesbase.com/http://www.admt.jp/http://www.kaniyalilvincent.rediffiland.com/http://www.ciol.com/http://www.businesstrendsasia.com/

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