Page 20 - PR Communication Age MAY 2016
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ers and consumer facilitation has everywhere in advanced as well as more like hidden persuader in many
come about in great measure. Ad- developing economies. With machines sense of the term in many
vanced nations spend more on con- available to produce products on mass countries.(Packard 1957).
sumerism and consumer oriented life level, traditional and interactive mar-
style and it is that communism has keting have helped to take products to Today's mass communication has be-
gone in Russia and other societies. All consumers every where in large scale come a necessity to people although
these help consumers and marketing of greatly. Product's quality has been im- interactive internet is available as no
products on internet. proving greatly and interactive mar- medium can substitute other effec-
keting has helped it to improve further tively. Interactive advertising has
Consumerism has helped to build a specially in all places. Due to develop- emerged to be powerful as interactive
better society in many countries includ- ment of machinery all around, prod- marketing in true sense. Advertising is
ing India and the USA and there is ucts like consumer goods are manufac- a force to recognize and it plays lead-
plenty of products as well brands avail- tured all around the world. ing roles in communication of products
able for consumer choice and prefer- goals and identities to everyone
ence. This has helped people to buy The Research and Development (R whether it is a regular advertising or
many goods and services and consumer &D) efforts of corporations have paved interactive one. It is like a magic sys-
has come as a king of market place way for improved products as well as tem in many ways (Williams 1960).
effectively. Consumerism has helped quality manpower has taken products Advertising is a necessity for everyone
manufacturers to indulge in producing to new heights. This facilitates inter- and it is essential to sell products ef-
all kind of goods but purchasing these active marketing to take place in a fectively through advertising.
is left to the choice of buyers or con- speedier way to move products from
sumers. manufacturers to end users. Social marketing
Interactive marketing in Interactive advertising Social marketing is marketing for social
product's quality causes or for government schemes
Advertising has gained importance and etc. to promote government policies
Product's quality has improved greatly interactive advertising has become and programs effectively. Interactive
over the years due to advancement in popular with people especially. social marketing is using new media
science and technology and this has Internet advertising is a major medium for marketing for social causes effec-
resulted in more improved varieties. of advertising now-a-day. Advertising tively.
Especially affluent and well to do in all is an important force today in our so-
countries get access to better prod- ciety (Brierley 1995). Comparative ads Social marketing has come to stay and
ucts, thanks to technology available. are encouraged in the US and else- it will promote government policies
Product's quality has improved and it where it is popular now (Jennings and programs effectively to get
is benefitting everyone alike today. 1979). people's acceptance. People want
government to launch good programs
As a result, marketing picked up Advertising is an important activity for their benefit and improve their liv-
greatly and is booming in a big way today and it is a must for any business ing conditions and social marketing
in today's competitive environment as schemes will help government to reach
out to people.
it is required to sell
products. No busi- Computerization of elec-
ness can exist with- tronic media
out advertising and
to sell products and Electronic media have become com-
services effectively puterized and have helped to broad-
to all the major cast programs easily and produce these
means of commu- effectively using computerization.
nication is advertis- Many TV stations use computers to
ing. Advertising is operate camera.
20 PR COMMUNICATION AGE May 2016
