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Case Title:

Changes in the Global Advertising Industry: From Mass Market Advertising to In-Store Advertising

Publication Year : 2005

Authors: Priti Krishnan, Sumit Kumar Chaudhuri

Industry: Advertising

Region:Global

Case Code: MCS0013

Teaching Note: Not Available

Structured Assignment: Not Available

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Abstract:
Since the 1940s, television has remained one of the most important universal mass-market advertising media. However, with the proliferation of many TV channels and devices, like personal video recorders that enable complete omission of ads while watching TV, conveying advertising messages to the viewers sitting at home became difficult. With this, advertisers worldwide shifted their focus to in-store advertising, which has a higher degree of impact on shoppers within a store. Although advertisers believe that in-store advertising will eventually replace TV as an advertising medium, analysts feel that TV will continue to be the dominant advertising medium.

Pedagogical Objectives:

  • To understand the evolution of the global advertising industry
  • To discuss the transition from mass-market advertising to in-store advertising
  • To analyse the effectiveness of in-store advertising vis-ŕ-vis television advertising and to discuss the possibility of in-store advertising displacing television advertising as the primary instrument of mass-market advertising.

Keywords : Procter & Gamble, Wal-Mart, Mass-market advertising, Advertising, Unilever, Mass marketing, Personal video recorder/TIVO, Fragmentation of television, Evolution of advertising, Point of purchase advertising, In-store advertising, Marketing Strategies Case Study, Sony, Advertising expenditure, Target marketing, Consumer buying habits

Contents:

  • Evolution of Advertisements
  • Mass-Market Advertising
  • In-store Advertising: A Shift from Traditional Advertising

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