Top Story

e4m_logo.png

Home >> Advertising >> Article

Celebrities and cricket rule the roost; Car advertising shifts gears<br>An exchange4media Analysis of Product Category Trends

20-May-2002
Font Size   16
Share
Celebrities and cricket rule the roost; Car advertising shifts gears<br>An exchange4media Analysis of Product Category Trends

In this first of the series starting today we look at product categories, which have been utilizing television heavily over the past year or so. The downturn in the economy over the past couple of years has affected every product category and the advertising media has felt the subsequent pinch, be it television or print.

Ever since the Indian market was opened to multi national car manufacturers, companies from around the World have made a beeline to woo the Indian customer. Along with the best products available across the globe, these companies have also brought with them time tested marketing concepts. From brand building to brand visibility, from product sampling to product demonstration, usage of mass media has always been the corner stone of marketing and these world-class companies have brought with them the best practices used worldwide to market their products in India. And this holds especially true for the high involvement category like Cars.

Television remains one the most popular means of advertising for car companies. A phenomenon peculiar to the Indian market is that cricket, like for other brands, has been one of the most utilized medium for these companies. The target audience of car manufacturers perfectly matches with the audience of the game, which is predominantly male. Increasingly though, car companies have been targeting their products at the entire families subsequent to which the use of mass entertainment channels has also been growing. For our analysis though we choose the TG 25+, males, Sec AB, Metros.

Tags

NP Singh, CEO of Sony Pictures Networks India, talks of SPN’s growth drivers, pay wall for content, sharing IP and more…

The future of the industry will be 1:1 advertising as traditional channels, like television, become more addressable: Bryan Kennedy, Epsilon

The Founder of Pocket Aces shared his insights on how the consumption of content has evolved and how digital media is growing as the preferred medium of entertainment.

The production house has already established itself as the leader in the non-scripted genres. However, Rege now wants Endemol to achieve the same in the original scripted zone and film production

A look at the South Indian movies which boosted the viewership of certain channels in week 45 (November 4-10)

The Indian advertising industry currently stands at Rs. 56,398 crore, predicted to grow at a rate of 14 per cent by 2017

Naidu also talks about the ushering in of a new era of digital payments and says this is just the beginning and there’s lots of space for newer players to step in and evolve