ABSTRACT

Earlier, in the 20th century, Television was the most preferred channel for the Advertisers to promote their goods to the audience. Advertisers were following a particular set of strategy- the 30 second Television commercial, along with Press, Posters and Radio Advertising.

But now we can see that the Advertising scenario has completely changed. In today’s world the choice of media for Advertisement has become a creative decision. Advertising is now, not just about producing magazines ads or radio and Television commercials – it’s about communicating. Now we have many different and exciting ways of reaching a target market nationally as well as globally, we can see that brands are putting too much effort, and researches are going on for finding the new ways to connect with the target audience. The various different cultural aspects are being encountered by the advertisers to connect the audience now advertisers are even more precise about small differences in terms of region, religion, cast and customs. Non-verbal aspects of communication are also being touched like Chromatics, Chronemics and paralanguages are given importance while dealing with the different culture globally.

Paying attention in to culture in advertising is extremely important for brands that work on the global scales, especially if your brand is working in market that are culturally different to where they are based. Messages, Symbols, Rituals and even colors can have significantly different meanings and also the messages across the different cultural. Travelling across the cultural is simply about using the common sense and analyzing how the different elements of an advertising Campaign are impacted by cultural and modifying them to best speak to the target audience.

The new media has altered the trend of one way flow of information to interactive session, where the consumers have also become a part of the process. So instead of being force fed advertisement, users are now getting empowered to choose, diversified set of new options.

Key words: Advertising, Communication, Integrated marketing Communication, advertising campaigns and Media Usage