7/31/2019 impacts on the advertising in the global context and the local context due to the development of information and

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Name: B.S.T KARIYAWASAM Reg No: 50580300 ADVERTISING MCU 4205 ASSIGNMENT NO: 607

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Within the past a few years it has been a tremendous impact on the advertising in the global context and the

local context due to the development of information and communication technology. Advertising can mainly

be divided into two categories on the medium in which advertiser expect to communicate and convey their

message to consumers. Those categories can be identified as physical advertising and digital advertising.

Earlier it was mostly dealing with the physical advertising such as press advertising, bill board advertising,

logo jets, Celebrity branding and so on. But with the development of the information technology the physical

advertising vastly turning into digital advertising such as internet banners, e-mail advertisements, online

advertisements, TV commercials, Radio advertising and so forth. Still traditional advertisings are remaining

with innovativeness to compete those new medium of advertising. In Sri Lanka advertisers are well aware

and versed of those advertising methods. But digital advertising is newer and rapidly proliferating. An

analysis of the advertising expenditure in Sri Lanka over the last 10 years shows a remarkable growth

despite the difficulties experienced by businesses because of the war. On average the total advertising

expenditure grew by 26 percent over the last 10 years, with the last few years seeing growths of around 30

percent

After the 3o-year-war, a vast region has been added to market and marketers want to advertise and promote

their product in east and north areas. But the country is in a shortage of advertising agencies and this is agood opportunity to those opportunity seekers. Therefore new advertisement agencies emerge and

spreading out their activities throughout the new regions. Geographic change of the country has given big

opportunity to enhance the market. This is a new trend of Sri Lankan marketers. Hence advertising agencies

should find people who adherer to specific culture and norms confined north and east. But still these are

underdeveloped and traditional brand building method will work out well. Vehicle and outdoor advertising

will be more profitable because they do not have much accessible to newspapers, TV, Radio or internet.

Digital advertising is not fruitful here like in other areas or other countries. Not like other countries Sri

Lankan advertisers has to exert innovative and creative attempts to advertise for their products for the

people who were besieged by the war. However this seems rather complicated. This can be different from the

other issues which our marketer and advertisers dealing with.

One survey conducted on how digital and social media is trending in Sri Lankan agencies for advertising by

an institution called Mark and Comm Limited (MNC) revealed that the whole agencies involved in

advertising moving into digital advertising through internet by using of social networks. The traditional is the

priority for now, along with the new media being somewhat a priority. Print, Television and Radio ranked the

highest priority with a 100 percent score, followed by Outdoor with 81 percent confirming a priority whilst

21 percent stating somewhat or not at all a priority, and Sponsorships and Endorsements with 82 percent

confirming a priority whilst 18 percent stated its somewhat or not at all a priority. But the result indicates

that future advertisement sector will be invaded by digital advertising such as Social media, Blogs and Online

forums, online advertising and Email marketing. In comparison to global trends in advertising still digital

advertising and its growth seems slow and still fewer people in the field ponder about the digital advertisingseriously. As the demand for web advertising in the world increases the local ad agencies says there is a need

to shift their focus on to the web, if the island is to keep pace with global developments. Web designing uses

fewer resources compared to conventional commercials, making it one of the cheapest modes of advertising.

According to the Telecommunications Regulatory Commission of Sri Lanka, by the last year 17.3 million

subscribed the five mobile networks in Sri Lanka and advertising agencies are considering convey their

massages through SMS and MMS. We can observe mainly credit card providers and mobile network

7/31/2019 impacts on the advertising in the global context and the local context due to the development of information and

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Name: B.S.T KARIYAWASAM Reg No: 50580300 ADVERTISING MCU 4205 ASSIGNMENT NO: 607

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companies use the handset to convey their offers and facilities through SMS. In addition to that election

candidates use SMS for their propaganda in recent years. On the other hand the message what candidates

want to convey canbe limited to certain areas which belong to their electorate. This is some kind of Niche

marketing; hit targeted group and this can be identified as global trend of advertising.

Most of time other countries initiate various methods of advertising in their countries and they pass that on

to international market where as our country take over those from the international advertising field without

creating an innovative method. As we know, humans are naturally inquisitive and they easily adopt

something new. Creativity is a key element of the advertising that will render the solution for the above-

mentioned inherent attributes of humans. Advertising agencies in Sri Lanka must make an effort to be

innovative in their thinking and planning in order to be more attractive to clients than the rest.

Rise in new media such as new TV channels and radio channels is a vast benefit for advertiser in Sri Lanka

and it would provide a competitive edge for the people who engaged in advertising industry. The TV

commercial is generally considered the most effective mass-market advertising format. Because it evident

how people focused their eyes when a cricket match is broadcast. The advertising charges paid for

commercials are very high during the match broadcast.

Interactive advertising has been one of the key highlights in developed markets, where the client has the

opportunity to interact with the manufacturer. But in Sri Lanka we can only observe only one-way

communication from advertiser to its clientele. This method should be developed because this will

tremendously help to producers to develop their product t through the feedback provided by the customer.

Sales promotions are another way to advertise.

In recent years we can find many local producers extend their products through Sales promotions schemes

such as one for one dining from Amex zero-interest-easy-pay schemes, contests and games, sweepstakes,

product giveaways, samples coupons, loyalty programs, and discounts. Sale promotions are double purposed

because they are used to gather information about what type of customers you draw in and where they are,

and to jumpstart sales. Sales promotions include things like contests and games, sweepstakes, product

giveaways, samples coupons, loyalty programs, and discounts. The ultimate goal of sales promotions is tostimulate potential customers to action. By now the local marketer put those strategies in to operation for the

betterment of their sales. This is a good example how global advertising trends affect the local trend of

advertising.

Indeed there have been many calls for change in the advertising industry of Sri Lanka from outsiders who

have been keeping close watch on the work of the advertising agencies in Sri Lanka. The belief is that the

local industry has moved to a comfort zone from which it seems reluctant to move out.

One must be aware that the globally advertising industry is facing challenges, amidst the communication

revolution. New tools have made the challenge even greater for advertising agencies. Amidst this change

clientele are becoming more discerning and also more demanding. No longer are they satisfied with catering

to one element in the communication mix. There is increasing demand for 360 degree solutions that embrace

all available consumer contact points. Specialization appears to be the solution amidst this resolution.

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Name: B.S.T KARIYAWASAM Reg No: 50580300 ADVERTISING MCU 4205 ASSIGNMENT NO: 607

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The advertising agencies in Sri Lanka, together with the advertising industry as a whole are at crossroads

today. Unlike India, the local advertising industry seems to be lacking something which has prevented them

from making a mark in the global advertising scene.

The time has come for the advertising agencies in Sri Lanka to look within itself so that they could help each

other to change. One should look at the bigger picture and grasp what each one could do for the industry.

Rather than ponder on what the industry could do for individuals, the agencies should work towards helping

However, Sri Lankans could be hopeful that there is an imminent wind of change in the advertising agenciesin Sri Lanka. With the competition growing at high speed and new voices emerging, advertising agencies in

Sri Lanka are sure to see a better, different tomorrow.