Advertising and Globalization
Advertising and globalisation in India
Wellington, New Zealand
http://www.sasnet.lu.se/EASASpapers/7LynneCiochetto.pdf
The article reviewed focuses on India and contemporary advertising however uses the history of the industry's development in India and a discussion of the broader international trends in marketing for context. The introduction of advertising in India has impact the society and the various cultures found in India on multiple fronts. During the 1990's, advertising in India has seen a massive expansion; especially in regards to foreign advertisements. As India has steadily developed from an underdeveloped country to a more modern economy.
With this development, India has attracted a host of international companies who have entered the market. However, compared to other rapidly developing economies like China, India has also focused on developing domestic industries and has often implemented protectionist policies early in its development. This has also had major implications on the development of the marketing industry in India. This analysis will provide an overview of the article followed by an analysis of some of the marketing trends in India.
Article Summary
The article breaks down the state of marketing in India into multiple sections and factors. After a brief introduction, the research presents a background on marketing in India that includes the political and economic context for this industry first. The perspective on the current state of marketing and advertising begins with the period following India obtaining its independence from Britain.
"After independence from Britain in 1947 India had the classic profile of the 'underdeveloped country': small elites, large numbers of peasants and a predominantly rural population, high poverty levels, high mortality rates and low life expectancy, poor nutrition and an economy dominated by agriculture and exports of primary products." (Ciochetto, 2004)
Since its independence, India has been subjected to major...
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