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Part - II

However, at this point I personally feel that there are certain product categories which should be discouraged from being advertised because these products categories, although important in certain respects could lead to social upheavals specially in a social setup like that in India. It may hold true in western world in terms of a positive argument but in our setup one definitely needs to rethink about the whole matter and the onus lies on the people at the helm of affairs in the world of advertising. Product categories like cigarettes, tobacco and intoxicants, alcohol, family planning devices, personal products, under garments etc. are some of the products which are heavily advertised in India through different media sources and these are the products which could affect a young adolescent mind there by diverting his/her mind towards unwanted concepts and information which any way one learns once he/she matures into an adult.

All these facts definitely stimulates our thinking process that despite advertising being criticized so forcibly, hoe is that marketers still rely upon it as an important aspect of the forth 'p' of the marketing mix. All these therefore gives us a lot of food for thought that advertising although has a lot of pros and cons, yet it is one of those areas which cannot be undermined/overlooked by a marketer as far as marketing of products and services are concerned.

Finally, we conclude by stating that advertising is in strong bondage with marketing as a discipline and forms a very important part of the 'promotional mix' because without promotion and advertising the marketer cannot go a step ahead in today's world where the internet and web has made the world so small, competitive and dynamic and within this structure advertising becomes an inevitable force for today's creative professional who wish to interface the discipline of marketing and advertising.

Concluded.

* Contributed by -
Nivriti Sweta,
Batch of 2004-2005, MS (Marketing),
ICFAI School of Marketing Studies, Hyderabad.

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