New Media Preferences in the Indian Advertising Industry: A Perspective on Web Advertising Agencies and Marketers

Trinity Journal of Management, IT & Media (TJMITM)
Year: 2010 (Jan-Dec), Volume: (1), Issue. (1)
First page: (03) Last page: (06)
Online ISSN: A/F
Print ISSN: 2320-6470
doi: 

New Media Preferences in the Indian Advertising Industry: A Perspective on Web Advertising Agencies and Marketers
Meghna Rishi1 and Dr. Sanjeev Bhanawat2

1Assistant Professor, Institute for lntemational Management and Technology, Gurgaon
2Head, Centre for Mass Communication, Unrversity of Rajasthan, Jaipur
Corresponding author email id:

Received:
01 -04-2010

Accepted:
05-06-2010

Online Published:
22-07-2010

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ABSTRACT

Indian advertising induslry stood at a figure of INR 22.030 crorc in the  year 2009 and is projected to sit at a fat figure of INR -l2.690 crore by  the year 2014 (KPMG and FlCCI. 20 I 0). The report dearly highlights  that besides television advertising. the only medium that showed a  positive growth lrend from lhe year 2008. was Internet Advertising.  While Internet advertising witnessed a growth figure of 25% and  television grew hy 6.7%, all olher conventional media including  newspaper, radio and outdoor advertising witnessed a decline in  advertising revenues. It is evident lhat marketers as well as agency  executives are realizing lhat it is essential to revamp lhe age old  advertising planning rules and look at innovative advertising mediums  like the Internet. Indian media industry. post the advent of Internet has  received new nomenclatures where the industry has media lhat fall  under lhe “lraditional media” category and Internet.

KEYWORDS

Internet Advertising, Indian Media, Indian  Advertising, Advertising Agencies, Online  Media