As the economic downturn took hold, the pace of growth in Indian advertising expenditure slowed in 2008-09. Curtailed marketing budgets and the emergence of new media platforms are also dramatically changing the way in which companies have traditionally advertised their products and services. Media platforms such as print and television still account for the biggest share of advertising revenue, but it is the Internet that is growing at the fastest pace. Targeted marketing rather than mass marketing has become the new mantra of advertisers, who are seeking to minimize spending as they try to ride out the economic slowdown.
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To understand new elements that are shaping the industry, media buying and planning agency Lintas Media Group, part of the Interpublic Group, has conducted a study shared exclusively with Mint. The study explains trends in advertising expenditure and factors influencing the outlook for media platforms such as television, print, radio, cinema, outdoor advertising and the Internet.
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