The concept of advertising has undergone a radical change in this product-dominated market. The globalization has opened up the door and most of the companies have utilized the opportunity in building up a global market for their products and services. The result is the spectacular advertisements involving the heroes and heroines of all disciplines of life.

We had learnt in during our management studies that advertisement depends on 5M – which are mission, mass, message, media and money. These 5Ms remain as the pillars of success of any advertisement campaign, even today. High-rise have been built up on these only.

Perhaps the image in the spectacular billboard on the crossing or consecutive hoarding on the bi-passes have become a bit old fashioned today. The main reason is the flourishing media, with the blessing of technology marvels. Electronic media spreads a message much faster and the audio visual impact of these advertisements cast a longer and in-depth effect on the people. The live telecast of an advertisement, where Sourav Ganguli is appearing with a Hello! Has got much more impact than a hoarding portraying the static picture of Sourav Ganguly with a Tata Indicom cell phone. The most important aspect is that the live telecast even penetrates the cell of the kids and they are highly attracted by glimpse and glitters of the Advertisement. A recent market survey has shown that the buying decision for household items largely depends on the kids.

Internet, another prime media has emerged in the recent past and has been accepted by most of the people, around the globe. The key advantage is the flexibility and cost of changes and the speed of reach. The e-commerce has been gaining popularity and now a significant section of people have started using e-commerce for their key shopping needs. The major companies play the most important roles here as they have also started selling the products through internet. Today one can find various virtual shopping malls to come up with the display of products from various leading brands and they also publish discounts and offer to retain the interest of the customer.

Amazon might have shown the path, but today a lot of webstores have come out like MSN, Yahoo or Rediff to name a few. We will be hardly surprised if we find a google webstore in one fine dawn.

This is evident from the nature of advertisements that the rate of obsolence in the advertising area has become too high and it has happened mainly keeping the people’s psychology in mind.

Who wants to get bored by looking at the same face and style? Fashion designers have contributed a lot in today’s advertisements.

Whatever the form of media or mission or even money may be involved, message plays the key role in any advertisement. An advertisement must be able to create a desire in the mass. The mass here indicates the target segment. Once the desire is created, the advertise focuses on the conversion of desire to need and want. Add advertisements aim at penetrating the cell of the people, who may have an obsession for other brands or even the inherent reservations for that product or similar kind of products.

A precise but effective message can make an advertising campaign successful, by increasing the ultimate conversion ratio and also leaves its footprint in the minds of people for long.

Who denies, the ultimate objective is to increase the sale and optimize the return on investment (ROI)!