SYNOPSIS DESSERTATION TITLE Advertising and media evaluation as a need in today’s scenerio
INTRODUCTION Advertising is big business and ranks among the top industries of the world along with oil, automobiles, information technology and agriculture. The growth of advertising industry in any country is in direct relation to the level of business activity and health of its economy. In fact the size of advertising industry is looked upon as a perfect indicator of the living standrd of people in a particular country and its economic development. In India the last decade of the 20th century has witnessed a phenomenal growth in advertising business. The growth record in 1990-91 was 17.1% and improved each year till 1994-95, showing a growth rate of 49.5%. this wa due to the first major economic boom in the country. Since then the growth rate has been slowing down and has settled at almost 18% in 1998-99. as the analysts believe, the growth figure of 49.5% was the outcome of an irrational response to economic liberalization. The media inflation of mid 1990s was also a contributory factor. Independent India , for whatsoever reason ,remained a protected market for a very long time. Obviously it was an idle business situation for many companies facing little or no competition. There was no real need to worry about creating or retaining the customer. Demand for many products far exceeded the supply, leaving customer with little or no choice as there were not many alternatives.for instance to own a BAJAJ scooter customers were required to book in advance and then wait for five to ten years to own one. Many eager cutomers used to pay twice the normal price to those who wanted to sell their new machines. Obviously for many companies there was no need to communicate with customers and waste money on advertising and other forms of promotion.large Indian companies bajaj auto, maruti udyog, itc tata tea, dabur, Raymond,wipro and many others are now spending heavily on advertising and other forms promotions. 1