Interestingly, even in the global scenario, the online advertisement fraternity trails way behind its traditional counterparts. However, the picture there is prettier due to the sheer size of the market. Globally, internet advertising has a share of 6.95% of the total $446 billion advertising market – an impressive $31 billion in absolute figures! Also, when it comes to total advertisement spends, globally, the online segment accounted for an approximate 10% during the year 2006, as against a deplorable 1-3% in the Indian context. Preeti Nair, Executive Group Creative Director, Lowe Lintas, justifies to 4Ps B&M, “The market in itself in India is completely different from the global market. The internet penetration is very low and even computer literacy is at a very low level.
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Source : IIPM Editorial, 2008
For Complete IIPM Article, Click on IIPM Article
Source : IIPM Editorial, 2008
An IIPM and Professor Arindam Chaudhuri (Renowned Management Guru and Economist) Initiative
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