IMPACT OF COVID-19 ON ADVERTISEMENT INDUSTRY

Abstract

Advertising as a profession dates back to ancient civilizations and has a rich history, although the forms of advertising may have changed over centuries. India is a developing country situated in southern Asia and has a free market system. In congruence with other international trade markets, the advertising industry in India attracts a major chunk of recognition and plays a major role. It is quite popular to set the trend and shape the customers’ sentiments towards products and services in such a way that people refer to the brands by recalling their advertisements which created a particular image in their minds and set a balance in the markets. This perception of recalling brands starts with brands ranging from Amul Cartoon girl's Utterly Butterly delicious advertisement to Vodafone's Zoozoos to being a Complan girl/boy and so on proving that Indian Advertising Industry position in World markets is a remarkable achievement. India has pushed their position from third in 2019 to second in 2020 for the world's most awarded campaigns and companies for effectiveness in the world after the USA by WARC effective. [1] There are various modes of advertisement which are used by brand in India to promote its products, like- ● Social media ● Online video ● Online displays ● Thinking ● Online capture ● Television (TV) ● Radio ● Newspapers ● Magazines ● Outside home (OOH) ● Movie

This research study presents an analysis of social media marketing programs and practices in India, the impact of COVID 19 on the advertisement industry, and modes of the advertisement to be emphasized more. But, first, let’s talk about the advertisement infrastructure in India.