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

20-May-2002
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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.

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