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IN THE MIND ADVERTISING

N. Spandana*

Affiliations
*
Faculty Member, Department of Business Management, Nizam College, Osmania University, Hyderabad- 500029, Telangana,
India.

ABSTRACT

Over the last three decades advertising and the context within which it occurs has changed beyond recognition. As
communication universe expanded and society became fragmented, advertising lost its traditional place within the
communication system. It has been left with variety of challenges that it currently seems unable to meet. It is the
time for marketer to learn th politics that a new communication structure is required to generate effective
knowledge, strategies and messages. Advertising and advertising research is going through exciting period of change
as technology and social changes enable marketers to focus on individual consumer rather than mass market. In this
new millennium, the attempt is to make use of new technology and contemporary thought for developing advertising
effectiveness. This paper attempts to bring focus on new strategies for exciting advertising in future, like developing
multicultural strategies, finding new uses for new media, explore e-commerce and online information technology.
Most important strategy covered in this paper is how to integrate advertising with human experience, which takes
customer centric rather than a media centric approach. The focus is also on how marketer should start determining
the integration of envisioned advertising can integrate into consumers’ lives in ways that deliver value and win their
trust. It gives strategies designed to establish a sustained presence that range from branded utility to instrument of
thought.
KEYWORDS
Concept; Advertising; Mind; Strategy

JEL CLASSIFICATION
L1, L2, M1, M3, Z0

REFRENCES
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