Future Directions in Advertising

The forces that have shaped the advertising industry in recent years include increased competition, digital advertising and technology, rising privacy concerns, a heightened focus on CSR, and sharper attention to ROI. How far these factors have altered advertising as we know it will be examined. Key areas for future study are outlined, and implications for academics are drawn across a wide range of topics, including but not limited to social media and electronic word of mouth; influencer marketing; artificial intelligence; native advertising; privacy; socially responsible advertising; green advertising; children's advertising; and more.

What are Future Directions in Advertising?

Knowing the best practices for developing creative commercials and the likelihood of success for such advertisements is therefore essential. To study these two basic features, the discipline of advertising creativity research has split into two branches: the creative effectiveness (C.E.) stream and the creative development (CD) stream. This differentiation is significant since the obstacles the two branches of creativity face are very different. However, this method needs a philosophy of how the most effective creative commercials should affect consumers. Scholars occasionally allude to consumers' attention or processing depth. However, none of our theories were built with creativity in mind, and it would be difficult, if not impossible, to include it afterward.

What will future advertising look like?

Businesses need to reach their intended demographic; thus, those who think advertising would die in India must be corrected. Thus, advertising will continue. Conventional media will retain a major proportion despite the rise of new media because India's rural market still needs to be explored. Even in the metropolitan market, traditional media is used for communication, and new media also affects urban markets. As advertising mediums evolve, successful communication techniques need to be adjusted. Advertising's future is unlimited and fascinating. Marketers seek innovative ways to promote their companies. Computing and communication technology advances are creating new advertising sector opportunities. Given the scale of the untapped rural market, the emphasis is shifting there.

India's Rural Economy

Today's rural advertising budgets are only 6–7%. Thus, we have much to do. Marketing professionals have touted the rural market's potential, but only some have targeted it. Rural residents were unmoved by city ads. Slowly changing. Advertising in rural India's vernacular is now necessary. Advertisers and marketers need help to reach rural audiences. Coca-introduction Aamir Khan's ads helped Coca's Rs 5/- bottles enter the rural market. To meet rural market demand, it has been investing in infrastructure. Another popular urban-rural promotion is Bourn vita Confidence. City lad dances to happy folk music in a T.V. commercial, and it attracts rural and urban audiences. Smooth, soulful music and matching dance motions.

For some products, rural markets are growing faster than urban ones. Rural marketing is challenging, and needs to understand rural consumers' different mindsets from urban consumers. Marketers' main problem is distribution. Due to poor infrastructure and low literacy rates, marketing in rural areas can be difficult. Adapting ads for each product category and region is tricky. Thus, understanding the local languages and cultures is essential. Rural Indians are more price-conscious since their needs come first, unlike urban Indians, who are growing more consumerist. However, rural markets are growing rapidly. Therefore they are the future. Learning about and writing for local communities helps writers of any language. Event management, wall painting, folk art, and audio-visual production houses have the opportunity to grow.

Thus, India's rural market holds untapped potential. Marketers have yet to benefit from this trend, despite advances completely. Database marketing, home shopping channels, infomercials, and electronic coupons are becoming cost-effective ways for firms to reach consumers. Novel data dissemination systems offer more choices, fewer entry barriers, greater adaptability, and personalized experiences. Conventional print and broadcast media are reacting to customer desire for greater customization, but they are behind.

  • Marketing Cloudy − Marketing clouds handle customer campaigns and marketing interactions, making them essential to advertising. Customer journey management, email, mobile, social, site personalization, advertising, content handling, and analytics will be standard.

  • A.I. − A.I. dominates advertising. A.I. aids consumer behavior and decision-making. It improves campaigns with data on consumer advertising behavior. Fully implemented A.I. knows consumers better than they know themselves.

  • Universal Programmatic − Programmatic digital advertising is standard. Ad space purchases and dynamically inserting digital ads are entirely automated and real-time. Targeted advertising requires Digital programmatic advertising will eliminate RFPs, human discussions, and manual insertion orders.

  • Context Rules − Contextual advertising dominates digital. Automated systems select and place ads based on ever-more-detailed user-profiles and content. Mobile and location-based advertising support this trend.

  • Ad Talent Wars − Digitalization, new market participants, shifting job profiles, and a power shift in advertising create a talent war. Employers battle for scarce, specialized professionals. Data scientists, analytics professionals, and creatives are in great demand and will remain so.

    Adtech Merges − AdTech suppliers will consolidate, and Ad-tech giants will buy most of their niche competitors. The need for better services, scale, and data drives M&As.

  • T.V. Declines − Linear T.V. loses importance after print. Video-on-demand, social, and messaging functions provide large digital platforms with similar reach.

Charting New Directions for Advertising

Four key issues distinguish it from other fields and motivate research. (1) What do customers and consumers do? How do markets work? (3) What is their market relationship? (4) How can marketing improve organizational performance and society? This special issue is organized around these issues. The following advertising developments and disruptions require fresh responses to these core questions: the networked information economy; globalizing, convergent, and consolidating sectors; fragmenting and frictionless markets; empowered customers and consumers; and adaptive companies. These new directions require academic advertising to grasp functional interfaces, give relevant metrics, inferences, and calibration, and rethink theory.


Though there is a history of study in advertising creativity, there are still many open questions. Importantly, studies of advertising creativity need to be set in the broader framework of developing such strategies and their actual efficacy in the market. We welcome the work of future scholars in the field of creative advertising, which is doing well right now.

Updated on: 27-Apr-2023


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