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Advertising In The FMCG Industry

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Advertising is a measure of growth of civilization and a sign of striving for betterment and perfection. It is an instrument for developing basic motivations for creating resources for buying goods and services. It has both forward and backward linkages in the process of satisfaction across the entire spectrum of needs. The explicit function of advertising is to make the audience aware of the existing product, service which would help them fulfill their felt needs and spell out the differential benefits in competitive situation.
The sole purpose of a business is to sell products and services to earn profits. Advertising helps a business to earn profits by enabling more people to know about the products and services.The consumers on the other …show more content…

Products which have a quick turnover, and relatively low cost are known as Fast Moving Consumer Goods (FMCG). FMCG products are those that get replaced within a year.
The Indian FMCG sector is the fourth largest in the Indian economy and has a market size of $13.1 billion. It includes the production, distribution and marketing of consumer packaged goods, that is those categories of products which are consumed at regular intervals. It has a strong and competitive MNC presence across the entire value chain.
The FMCG companies are expected to have a huge growth potential since the percapita consumption of almost all the products in the country is amongst the lowest in the world.
The global household and personal products industry predicts Compound Annual Growth of 3% between 2009 and 2014.A successful innovation contributes to one fifth of the company 's overall turnover by the second year of the launch. Innovations are the growth drivers and keep the company 's iconic brands relevant with the changing times. Therefore even after a passage of time, brands such as Lux, Lifebuoy have retained their brand …show more content…

A study on New Media Interactive Advertising vs. Traditional Advertising” was conducted by Alexra et.al.(1998) , in which an attempt was made to identify those situations for which interactivity may be highly desirable and those in which traditional advertising may be more effective. The visualness and verbalness of consumers and advertisements were also examined. The result suggested that interactive advertising is not always better. Under certain conditions, interactivity interrupts the process of persuasion. In the interactive system, users spend less time in viewing the advertisements, and they were less likely to purchase the target products. The relatively more verbal respondents were unaffected by the interactivity. A cognitive matching of the system properties and the consumer segment needs was stated to be more

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