1.

Introduction
The Indian mediascape has dramatically changed in the past 15 years. Gradual privatization and
deregulation have resulted in increased entertainment-driven rather than public-service oriented news.
The last century has witnessed unparalleled changes in the history of the mass media. Every two decades
have replaced the popularity of an existing medium of communication, with a more recent innovation.
One of the changes that have affected human beings the most is the unprecedented opportunity to pry into
the world from the shelter of the living rooms. Prior to the recent invention of the Internet this miracle
was called television.
Once again a "paradigm shift" is about to occur, leaving an accepted and acknowledged academic and
social frame of standardization, simplification, and specialization totally perplexed. In the field of
advertising, the paradigm change is coming from an offspring called Integrated Marketing
Communications (IMC). And nowhere is that more evident than in the non-English-speaking countries
where the primary focus on mass advertising and mass communication is giving way to more integrated
forms of communication, including such areas as sales promotion, direct marketing, public relations,
events, and the like.
Theorists still disagree on the meaning of interactivity (Bucy, 2004; Goertz, 1995; Heeter, 2000; Liu &
Shrum, 2002; Wu, 2005). The concept has long been used in new media contexts (Schonhagen, 2004),
although interactivity is currently understood as a comprehensive construct that is applicable to both
traditional mass media and computer-mediated communication (e.g., Bucy, 2004; Heeter, 2000; Jensen,
1998; Quiring & Schweiger, 2006; Steuer, 1992). During the last decade, three perspectives for
considering interactivity have emerged in the literature: the (technical) characteristics of media services,
the characteristics of a communication process, and the users perception (Kiousis, 2002; McMillan,
2000, 2002a).
One interesting fact emerged virtually all reported studies have been concerned with the development of
IMC in countries where English is the dominant language (ILCHUL, DONGSUB, & E.SCHULTZ,
March 2004).

2. Purpose of the Study

Advertising on the Internet and the traditional media have their own advantages and
disadvantages. There is the testimony of more than forty years of research to show what the
impact of an advertisement on television is. Research on the impact of Internet advertisements
has a long way to go on this front. The Internet has evolved as an important tool for advertisers
and marketers and is in competition with the traditional media. It is however not clear from
previous studies whether the consumers who watch both online advertisements and ads on the
traditional media consider both the media to be equally effective.
The study is divided in 5 sections ie. Print, Cyber, Electronic, OOH and Cinema and discusses
the relevance of media and the marketing communication in the Indian present scenario taking
advertisements from each Media Vehicle.
Research in the past has focused on the effectiveness of the Internet as an advertising medium,
but there is a dearth of research on the comparative effectiveness of Cyber, OOH, Print and
television advertising. Research that does focus on the comparative effectiveness of the two
media does so from the business managers perspective. There is some research on the
effectiveness of online advertisements in the West but in India the Internet made a relatively
recent entry and therefore there isnt much research in the Indian context that focuses on the
above question.

2.1. Marketing Communication

Marketers should form their communication mix by selecting among available communication options
(Keller, 2001, p. 820) and their communication programs should be prepared by using an integrated
marketing communications (IMC) approach to take advantage of synergy among communication options
which are selected (Duncan, 2005). IMC can be defined as the strategic analysis, choice, implementation
and control of all elements of marketing communications which efficiently (best use of resources),
economically (minimum costs) and effectively (maximum results) influence transactions between an
organization and its existing and potential customers, consumers and clients (Holm, 2006, p. 24). Having
an optimal marketing communication program needs a mix of communication options in which each
option alone and also as part of a whole plays a special role for making the desired effects and improving
brand equity (Keller, 2001, p. 841).
Therefore, marketers require both a conceptual framework and a guideline for designing, implementing,
and evaluating an integrated marketing communication program. A conceptual framework is necessary to
help them understand and compare the capacities of each communication option in providing the desired
effect of communication as well as to select the communication mix.
Keller (2001) has introduced six dimensions (coverage, contribution, commonality, complementarity,
robustness, and cost) that can be employed as a guideline for assurance of integration and fitness of
selected communication options (Keller, 2001, pp. 831835).

1.1.

Advertising

Dunn et al. (1987) viewed advertising define it as a paid, non-personal communication through various
media by business firms, non-profit organization, and individuals who are in some way identified in the
advertising message and who hope to inform or persuade members of a particular audience.
Morden (1991) is of the opinion that advertising is used to establish a basic awareness of the product or
service in the mind of the potential customer and to build up knowledge about it.
Kotler (1988) sees advertising as one of the four major tools companies use to direct persuasive
communications to target buyers and public noting that "it consists of non-personal fonns of
communication conducted through paid media under clear sponsorship". According to him, the purpose of
advertising is to enhance potential buyers' responses to the organization and its offering, emphasizing that

"it seeks to do this providing information, by channeling desire, and by supplying reasons for preferring a
particular organization's offer".
From the foregoing, it could be concluded that the purpose of advertising is to create awareness of the
advertised product and provide information that will assist the consumer to make purchase decision, the
relevance of advertising as a promotional strategy, therefore, depends on its ability to influence consumer
not only to purchase but to continue to repurchase and eventually develop-brand loyalty. Consequently,
many organizations expend a huge amount of money on advertising and brand management.
1.1.1.

History of Advertising

The evolution of advertisement dates back into the ancient times. Societies have used symbols, criers and
pictorial signs to attract product users. Over centuries these elements were used for promoting products.
Definitely in the early ages they were handmade and were produced at limited scale. In the mid 14th
century Johann Gutenberg in Germany developed the first printing press, which helped advertisers to
print handbills at mass scale to be distributed across the country. Later on this phenomenon gained
strength and was used more intensively for promotional purposes. Along with the development of society
and technology advertising also evolved with time. In September 1888 Kodak printed its advertisement in
the news paper. From this point onwards advertising gained momentum and in todays modern
environment no company can dream to communicate its message without use of advertising.
Advertisements in todays modern environment have become one of the major sources of communication
between the manufacturer and the user of products. Any company can not dream to be a well known
brand unless it invests in promotional activities, which for consumer markets have been dominated by
advertisements. Use of any other source of promotion is normally not considered feasible for such
markets. This may be due to the fact that personal selling requires higher investments than use of mass
media vehicles. In todays world without use of advertising the message to the buyers cannot be delivered
by the advertisers or advertising agency. Perhaps this may be because of the globalization and availability
of hundreds of channels for the viewers of this modern era. Previously there were very few channels
which use to operate for a specific society. There were fewer choices available in terms of channel or
programs. In todays media dominated modern global society, the varieties along with the channels have
also increased. Today we have news, entertainment, movie and music channels available in hundreds of
numbers. In todays busy environment, audience are now moving from monochromic time use towards
polychromic time use that means people today are not willing to give their precious time to anything else
than to what they want to see at a given time. This is exaggerated when in each category of channel
immense variety is available. At commercial break time audience normally browse to other channels even

if they are watching their favorite show on any given channel. This attitude has posed several challenges
to the communicators of a given market for gaining the attention of their target market in order to make
their message through. Advertising agencies have developed numerous ways to get the attention of their
target audience in these cluttered bulldozed commercials on media channels. What may be attractive to
one member in a given society may be an irritating and unacceptable appeal to another member of the
same target audience. In order to avoid ethical lapse in advertisements, advertising agencies find it
difficult to be more creative than what is accepted in a given society. This requires higher standards of
creativity for developing ads which are appealing to given target market. Developing serious or comic
messages to be carried out on different media vehicles is a decision which requires close scrutiny and
deep analysis of the product personality, characteristics of the target audience and desirability of the
advertisers. To match and agree all three on one single idea is a difficult goal to achieve. It becomes even
more difficult when budgets allocated to such activities run into millions of dollars and the investors
banks heavily on these activities for the return on their investment. There have been many researchers
which have revealed various behaviors related to attention of advertising messages targeted towards a
specific audience for having an impact on them using different exhibition styles of advertising appeals.
These researches have revealed varied responses from the target audience.

Market analysis
The Indian media industry has experienced very strong, double digit growth in recent years, and this trend
is expected to continue throughout the forecast period. The broadcasting & cable TV segment showed
strong, double-digit growth in 2010, whilst the publishing segment showed moderate growth.
The Indian media industry had total revenue of $17.1 billion in 2010, representing a compound annual
growth rate (CAGR) of 10.5% for the period spanning 2006-2010. In comparison, the Chinese industry
increased with a CAGR of 7.8%, and the Japanese industry declined with a compound annual rate of
change (CARC) of -0.5%, over the same period, to reach respective values of $44.5 billion and $98.5
billion in 2010.
The broadcasting & cable TV segment was the industry's most lucrative in 2010, with total revenue of
$7.3 billion, equivalent to 42.9% of the industry's overall value. The publishing segment contributed
revenue of $4.2 billion in 2010, equating to 24.3% of the industry's aggregate value.
The performance of the industry is forecast to accelerate, with an anticipated CAGR of 12.8% for the five
year period 2010-2015, which is expected to drive the industry to a value of $31.2 billion by the end of

2015. Comparatively, the Chinese and Japanese industries will grow with CAGRs of 9.7% and 1.1%
respectively, over the same period, to reach respective values of $70.6 billion and $104.1 billion in 2015.
( Annex 1)
MARKET SEGMENTATION I
Broadcasting & Cable TV is the largest segment of the media industry in India, accounting for 42.9% of
the industry's total value.
The publishing segment accounts for a further 24.3% of the industry.(Annex 2.)
MARKET SEGMENTATION II
India accounts for 8.9% of the Asia-Pacific media industry value.
Japan accounts for a further 51.2% of the Asia-Pacific industry.(Annex 3.)
MARKET FORECASTS
Market value forecast
In 2015, the Indian media industry is forecast to have a value of $31.2 billion, an increase of 82.5% since
2010.
The compound annual growth rate of the industry in the period 201015 is predicted to be 12.8% ( Annex
4.)