Advertising clutter and a fast-paced life are causing advertising to lose its effectiveness. Due to this, consumers have neither the time nor inclination to see advertisements on TV. The answers to this problem are floor advertising, ATM advertising, in film advertising and Advergaming. The state of the industry today and its potential future threats are outlined in this book.
ABOUT THE AUTHOR V. Partha Sarathy
V. Partha Sarathy (b. 1976) holds an MBA degree from Andhra University. He is presently a senior member of the research team at ICFAI Books, an affiliate of the ICFAI University. Prior to joining the ICFAI, he was in The Hindu Group for a brief period. He was an adjunct Faculty at a management school, where he taught marketing and strategic management. He made research contribution to various books related to branding, advertising, media, IT, and corporate governance. He has edited books on advertising, entertainment and rural marketing. His other areas of interest are management strategies and philosophy.
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