Extract
Strategic relationship between advertising clutter and polychronic time use: a study of Indian youth.
INTRODUCTION
Globalization is integrating not just trade, investment and financial markets. It is also integrating consumer markets. As companies understand this their motivation to hop on to the globalization bandwagon is increasing. As a result, there is fierce competition to sell to consumers worldwide. Therefore, companies are looking high and low for strategies which would help them deal with this increased competitive rivalry and also help them generate interest among consumers. In the past, companies have accomplished this objective, by promoting their product a shade better than the competitor. Among companies, aggressive advertising was and is a popular method of informing a large number of people about their products. According to Kotler etal (2006), Meta etal (1997), Vakratsas and Ambler (1999), Kirmani, (1990), Jefkins and Yadin, (2000), Dhalla, (1978), Abraham and Lodish, (1990) and Krugman, (1965), advertising is preferred by the companies because it helps build consumer acceptance, corporate image, consumer loyalty, increased sales though its quality of pervasiveness, amplified expressiveness and impersonality. This multidimensional personality of adver tising motivates companies to spend huge amounts on their advertising campaigns. Therefore, advertising expenditures across the globe are growing rapidly. According to an estimate by Worldwatch Institute global advertising expenditures hit record in 2005, jumping 2.4 % to $570 billion (Worldwatch 2006). United States has the largest advertising expenditure in the world--at $167.8 billion for 2004, up 6% from 2002--in 2004. Europe showed an increase of 4.7% from its 2002 rate, with total expenditures of $93.3 billion. The asia-pacific region showed an increase of 7.3% from 2002, to a level of $74.8 billion in spending on ads.(Amn 2005). This growth in advertising expenditure trend is expected to continue. ZenithOptemiedia in a report published in early part of 2006 predicts a growth of 5.3% in 2007 and 5.6% in 2008 in advertising expenditure (ZenithOptemedia 2006). These figures help us understand that advertising expenditure is expected to grow in the future. However, effective advertising is a complex proce...See the full content of this document
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