Role of Advertising
->role of advertising in a developing economy
It is in this background that one must look at the place of advertising in a developing society. The major part of the developing world belongs ot the world of capitalism system. It is within the orbit of the global market. At the same time, it is obvious that the socio-cultural and economic situation is not the same in the developing countries as in the advance countries. The requirements are also different. Hence, it is necessary to understand first what development means in the context of the developing countries. Development is the transition from one stage of social progress to another, from simpler to a more complex production, economic and political system and socio-cultural relations. The are three facets to the development process - economic, political and social. The transition today in most cases is from a pre industrial to a industrial society and economy. In the era of the scientific and technological revolution, particularly in the field of communication, the transition is at the same time to what is being characterized as the post-industrial or information society. In such a transitional stage, often many different stages of human society co-exist, depending on different forms of production, from handicrafts to space equipment 's.
-------------------------------------------------
One must appreciate the fact that a transitional society is not something conclusively established, but is in a state of constant movement or formation. Furthermore, this transition is taking place when the communication revolution has broken the barriers of time and space. Today the taste of affluence prevailing in developed and more established societies is brought right into your home. Just as the practice of democracy increases the urge for greater rights and privileges, similarly increasing literacy is accentuating the desire for change, for consumption enjoyed at the moment by the few. There is an explosion of
It is in this background that one must look at the place of advertising in a developing society. The major part of the developing world belongs ot the world of capitalism system. It is within the orbit of the global market. At the same time, it is obvious that the socio-cultural and economic situation is not the same in the developing countries as in the advance countries. The requirements are also different. Hence, it is necessary to understand first what development means in the context of the developing countries. Development is the transition from one stage of social progress to another, from simpler to a more complex production, economic and political system and socio-cultural relations. The are three facets to the development process - economic, political and social. The transition today in most cases is from a pre industrial to a industrial society and economy. In the era of the scientific and technological revolution, particularly in the field of communication, the transition is at the same time to what is being characterized as the post-industrial or information society. In such a transitional stage, often many different stages of human society co-exist, depending on different forms of production, from handicrafts to space equipment 's.
-------------------------------------------------
One must appreciate the fact that a transitional society is not something conclusively established, but is in a state of constant movement or formation. Furthermore, this transition is taking place when the communication revolution has broken the barriers of time and space. Today the taste of affluence prevailing in developed and more established societies is brought right into your home. Just as the practice of democracy increases the urge for greater rights and privileges, similarly increasing literacy is accentuating the desire for change, for consumption enjoyed at the moment by the few. There is an explosion of
References: [1] Veronis Suhler Stevenson (2005), "Communications Industry Forecast 2005-2009," New York. [2] Susan Spillman (1985), "Marketers Race to Leave Their Brand on Films," Advertising Age, July 1, 56 (51): 3-4 and http://www.itvx.com/SpecialReport.asp as retrieved on May 5, 2006 [3] http://www.subservientchicken.com/ [4] Wilcha, Kristin. (2005) "Winning Ways," Shoot June 10, p15(3) [5] Creamer, Matthew (2006), "Disclosure doesn 't Hamper Word of Mouth Marketing," Advertising Age, January 19, http://www.adage.com/news.cms?newsId=47532. [6] Wasserman, Todd (2006) "Word Games," Brandweek, April 24, 2006 p24(4) [7] Daniel Gross (2005), "The Scramble on Mad [8] Cliff Peale (2006), "P&G Angles for Fusion Razor," The Cincinnati Enquirer, February 8, 2006. [9] William C. Symonds ( 2005) "Gillette 's Five-Blade Wonder," BusinessWeek, September 15, 2005. [12] Solman, Gregory (2005). "Mazda Is Fine-tuning Media Mix With Less TV." ADWEEK Western Edition, December 21, 2005 [13] http://www.sric-bi.com/VALS/innovators.shtml [14] Yuichi Washida (2005), "Collaborative Structure between Japanese High-tech Manufacturers and Consumers," Journal of Consumer Marketing, 22(1), 25-34. [17] http://www.census.gov/ [18] Bill Harvey (1997), "The Expanded ARF Model: Bridge to the Advertising Accountability Future," Journal of Advertising Research, March/April: 11-20. [19] Avery M. Abernethy (1990), "Television Exposure: Programs vs. Advertising," Current Issues and Research in Advertising, 13, 61-78. [20] Reynolds, Mike (2006) "Nick bullish on kids ' market." Multichannel News, March 13, 2006 p25 [21] Jack Z. Sissors and Roger B. Baron (2002), "Advertising Media Planning," Sixth Edition, McGraw-Hill. [22] Michael J. Naples (1979), "Effective Frequency: The relationship between Frequency and Advertising Awareness," Association of National Advertisers, New York. [23] John P. Jones (1995a), When Ads Work: New Proof that Advertising Triggers Sales. New York: Lexington Books. [24] Erwin Ephron (1997), "Recency Planning," Journal of Advertising Research, 37(4), 61-65. [25] Joseph W. Ostrow (1984), "Setting Frequency Levels: An Art or a Science?" Journal of Advertising Research, 24(4), I-9 to I-11. [26] "Biggest brands: Top 10 by category." Marketing, August 24, 2005 [27] "Go Daddy 's Super Bowl Ad Receives Unprecedented Publicity." (2005) PR Newswire, March 3, 2005. [28] George Raine (2005), "The Super Bowl: Malfunction Junction / Fox Scrambles to Explain Why It Pulled Racy TV Ad," San Francisco Chronicle (Feb 9):A1. [29] "Go Daddy 's Super Bowl Ad Receives Unprecedented Publicity." (2005) PR Newswire, March 3, 2005. [32] Steve McClellan (2005) "Fox Breaks Prime-Time Pricing Record," Adweek, September 12, 2005 http://www.adweek.com/aw/search/article_display.jsp?vnu_content_id=1001096022 [33] Snyder Bulik, Beth [34] Solomon Dutka (1995), Defining Advertising Goals for Measured Advertising Results," second edition, NTC Business Books. Abstract: