Challenges and Prospects in Advertising
In advertising one has a diverse range of jobs to choose from, to suit one’s inclination, talent and personality. The choice of working in an organization that manufactures certain goods or provides certain services, to look after the advertising of these goods or services would demand a particular kind of skills and interests. One can choose to work in an organization that creates advertising and distributes advertisements through different media. In such an organization there is a wide variety of jobs calling for different types of skills and creativity.
To make matters easier, one has to start with simple definitions. The manufacturer or provider of goods and services would be referred to at this stage as the advertiser or, may be, the marketing organization. The organization providing advertising services is the advertising agency. And advertising itself is the communication link between the product or service and the consumer. The media of course would include newspapers and magazines, radio, television, posters and everything that can be used to inform the customer about a product or service. Another expression that we shall be using at that stage is the market. After all, all goods and services are brought and sold in the market – not necessarily only a market or a fair, but also shops or retail outlets as they are called. In advertising we talk of the markets to mean really the consumers. The producer of goods or services markets its products and hence is referred to as a marketing organization. There are job opportunities in these areas in the field of advertising and advertising-related services. There is more. Today one can set up one’s own shop specializing in one particular area of advertising or advertising-related activity. This would call for a combination of many talents and different types of creativity. Advertising in the sense of a communication link between a buyer and a seller or a producer and a consumer is really as old as civilization itself. As we know it today, its beginnings go back to more than 200 years. As an organized profession, advertising is relatively young. During the last two decades, and particularly since the beginning of the nineties, it has reached a fairly high level of maturity and sophistication comparable with the standards seen in the advanced industrialized countries. Not only has its progress been very fast in the last few years, its character has also undergone a radical change. This is due to a number of factors. First, the communication revolution has set in motion a process of homogenization of consumer aspirations and value systems. This has also homogenized the very pattern and form of communication between the advertiser and the consumer. A more or less universal language of advertising is emerging, even though conditioned and modified by local usage and expressions, which are often a medley of western and Indian words, images, concepts and music. The communication explosion has invaded the home with its message of consumption-orientation. Multi-channeled television, through its entertainment programmes and advertising, has generated an awareness of entirely new concepts of living and with these, a desire for a whole range of consumer durables and non-durables, which had not been thought of earlier. Secondly, to meet the growing consumer aspirations and value systems, particularly in terms of lifestyles, new products and services are coming in the market. These are meeting new needs, generated by new ways of living. This is leading to tremendous and even fierce competition among manufacturers of these products or providers of new services. This is because, although the Indian population is massive, the actual number of consumers of advertised goods or services is relatively small. Different manufacturing, marketing or services organizations are offering the same products. Thus the consumer has a wider choice. Sometimes two...
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