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Abhijit Satbhai, Student, Centum Learning, Ahmednagar

Today, you can͛t survive in loop. The wind of globalization blows you out. Frequently changing
markets, change in customer taste and preferences, emergence of direct selling makes the
company and organization͛s word wide to swivel and promote their products in a far different
and appealing way.

Promotion echoes in our ears the word-͚advertising͛. Whenever the organizations come across
the competition faced by it through similar players in the industry, it makes a plan to beat the
competitors. In beating so, one option is always available with them, its advertising and
promotional campaign becomes much more active. In today͛s scenario depending on
traditional mechanisms of promotion, like TV, Radio is not sufficient. Internet and increasing
popularity of web have thrown enormous challenges and opportunities. Today, by far, every
company counts on Internet for their promotional tasks.

So whether it is, Toyota displaying its models on net, much before, it physically comes into
market or Apple making signs of coming up with innovative products, every other organization
today eye on Internet as an promotional tool.

Above the line traditional promotional techniques, are by far the most followed. Like TV
Advertising, jingle, Radio Ads. But that͛s not easy and affordable for all. So in such cases and all
the more important global era, is making corporate to rely much more on below the line
promotional techniques, like direct selling, sending mailers, sponsorship, etc.

Big shot companies in today͛s global market never miss the global events. So whether it is
Bharti Airtel in Telecom as a main sponsor for ICC World Cup or DLF for 20-20. All these
companies come in the eyes of potential buyers and convince them to go for the products. The
main thing on what this organization rely, is frequently striking their ads and make their
product on customer͛s or potential customer͛s top of the mind.

Manufacturing the quality and cheap products in India can be a very good business of earnings
only if, companies understand that, the second most populous country in the world, and links
with all the super power nations in the world, makes all those businesses to rely on promotion
for capturing the varied and diverse Indian Market.


 
Anyone can make, sell and market the product. But to be one in million, you need
to promote yourself. And promoting innovatively the products and services in global era is
emerging and lots of money now goes in advertising and promotional tasks.