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12 marks :-
1. Hofstede dimensions - case study

● Group 1 : USA, UK, France
● Group 2 : China, Japan, Brazil
● Group 3 : UAE, Thailand
➔ Group 1 : USA -
● Introduction of the country :-
The United States of America (USA) is a diverse and expansive country located in North
America. It comprises 50 states, each with its own unique cultural, historical, and
geographical characteristics. It is the third-largest and most populous country in the
world by land and total area. The country shares land borders with Canada to its north
and with Mexico to its south. The national capital is Washington, D.C. and the
principal financial center is New York City.
● Political Factor :-
The United States is a federal republic of 50 states, a federal district, five unincorporated
territories and several uninhabited island possessions. It is the world's oldest surviving
federation, and, according to the World Economic Forum, the oldest democracy as well.
It is a liberal representative democracy “in which majority rule is tempered by
minority rights protected by law”. The Constitution is silent on political parties.
However, they developed independently in the 18th century with the Federalist and
Anti-Federalist parties. Since then, the United States has operated as a de facto two-party
system, though the parties in that system have been different at different times. The two
main national parties are presently the Democratic and the Republican.
● Economic Factor :-
The U.S. has been the world's largest economy nominally since about 1890. The U.S.
gross domestic product (GDP) of $27 trillion is the largest in the world, constituting
over 15% of gross world product at purchasing power parity (PPP). The country ranks
first in the world by disposable income per capita, nominal GDP, second by GDP (PPP)
after China, and ninth by GDP (PPP) per capita.
● Language :-
The United States does not have an official language at the federal level, but the most
commonly used language is English (specifically, American English), which is the de
facto national language. English is the most common language spoken in the United
States with approximately 239 million speakers. Spanish is spoken by approximately 35
million people.The United States has the world's fourth largest Spanish-speaking
population, outnumbered only by Mexico, Colombia, and Argentina; other estimates put
the United States at over 50 million, second only to Mexico.
● Technology :-
The United States has been a leader in technological innovation since the late 19th
century and scientific research since the mid-20th century. (Methods for producing
interchangeable parts and the establishment of a machine tool industry enabled the
large-scale manufacturing of U.S. consumer products in the late 19th century.) By the
early 20th century, factory electrification, the introduction of the assembly line, and other
labor-saving techniques created the system of mass production.The United States is a
leader in the development of artificial intelligence technology and has maintained a
space program since the late 1950s, with plans for long-term habitation of the Moon. In
2022, the United States was the country with the second-highest number of published
scientific papers.
● Legal :-
There are about 18,000 U.S. police agencies from local to national level in the United
States. Law in the United States is mainly enforced by local police departments and
sheriff departments in their municipal or county jurisdictions. The state police
departments have authority in their respective state, and federal agencies such as the
Federal Bureau of Investigation (FBI) and the U.S. Marshals Service have national
jurisdiction and specialized duties, such as protecting civil rights, national security and
enforcing U.S. federal courts' rulings and federal laws. State courts conduct most civil
and criminal trials, and federal courts handle designated crimes and appeals of state
court decisions.
● Media :-
a) Literature :- Colonial American authors were influenced by John Locke and
various other Enlightenment philosophers. Before and shortly after the
Revolutionary War, the newspaper rose to prominence, filling a demand for
anti-British national literature. During the nineteenth-century American
Renaissance, writers like Walt Whitman and Harriet Beecher Stowe established a
distinctive American literary tradition. Naturalism, regionalism, and realism—the
latter associated with Mark Twain—were the major literary movements of the
period.
b) Mass Media :- Media is broadly uncensored, with the First Amendment
providing significant protections, as reiterated in New York Times Co. v. United
States. The four major broadcasters in the U.S. are the National Broadcasting
Company (NBC), Columbia Broadcasting System (CBS), American Broadcasting
Company (ABC), and Fox Broadcasting Company (FOX). Cable television offers
hundreds of channels catering to a variety of niches. As of 2021, about 83% of
Americans over age 12 listen to broadcast radio, while about 40% listen to
podcasts. Globally-recognized newspapers in the United States include The Wall
Street Journal, The New York Times, The Washington Post, and USA Today.
c) Theater :- The United States is well known for its cinema and theater.
Mainstream theater in the United States derives from the old European theatrical
tradition and has been heavily influenced by the British theater. The central hub of
the American theater scene is Manhattan, with its divisions of Broadway,
off-Broadway, and off-off-Broadway. The Tony Awards recognize excellence in
live Broadway theater and are presented at an annual ceremony in Manhattan.
d) Visual Arts :- In the visual arts, the Hudson River School was a mid-19th-century
movement in the tradition of European naturalism. The 1913 Armory Show in
New York City, an exhibition of European modernist art, shocked the public and
transformed the U.S. art scene. Major artistic movements such as the abstract
expressionism of Jackson Pollock and Willem de Kooning and the pop art of
Andy Warhol and Roy Lichtenstein developed largely in the United States. The
tide of modernism and then postmodernism has brought global fame to American
architects.
● Socio Cultural Parameters/ Cultural Indices :-

a) Power Distance Index (PDI) -
The power distance index of the USA is 40, i.e, it is low. It is an independent
country which means the power is distributed equally. There is a moderate
preference for equality and a relatively low acceptance of hierarchical authority
within American society.
b) Individualism v/s Collectivism -
In the United States, individualism culture is highly valued, with approximately
91% of the population embracing this ethos. They follow the “ME” culture. This
means that people tend to prioritize personal freedom, autonomy, and
self-expression over collective goals or societal expectations.
c) Masculinity v/s Femininity -
A Masculinity of 62% for the USA indicates a relatively high level of
competitiveness and achievement orientation within the society. This cultural
dimension suggests a preference for assertiveness, ambition, and the desire to
excel, often associated with being the best or achieving success. There is a strong
emphasis on individual achievement, competition, and the pursuit of goals, which
drive innovation, entrepreneurship, and progress.
d) Uncertainty Avoidance Index (UAI) -
A Uncertainty Avoidance Index (UAI) of 46 for the USA suggests a moderate
tolerance for ambiguity and uncertainty within society. This cultural dimension
indicates that while there are laws and rules in place, there is also a degree of
flexibility and openness to change. People are generally more accepting of risk
and change, and there is a willingness to explore new ideas and approaches.
e) Long Term v/s Short Term Orientation -
Short-Term Orientation of around 26% for the USA suggests a preference for
living in the present moment and focusing on immediate gratification rather than
long-term planning or consideration of future consequences. In the context of the
USA, this cultural dimension reflects a society that values spontaneity, flexibility,
and enjoying life to the fullest. There is an emphasis on seizing opportunities as
they arise, pursuing individual passions, and prioritizing immediate goals over
long-term stability or tradition.
f) Indulgence v/s Restrained -
An Indulgence Index of around 68% for the USA indicates a culture that values
enjoyment, pleasure, and the gratification of basic needs. In such a society, there
is a tendency to prioritize immediate desires and seek out opportunities for
leisure, entertainment, and self-expression. This culture of indulgence encourages
people to pursue their passions, explore diverse interests, and prioritize self-care
and fulfillment.
Group 2 : Japan -
Japan is a country located in East Asia, consisting of four main islands – Honshu,
Hokkaido, Kyushu, and Shikoku – along with numerous smaller islands. Its capital city
is Tokyo. Japan is known for its rich history, diverse culture, technological advancements,
and stunning landscapes. Japan has over 125 million inhabitants and is the 11th most
populous country in the world, as well as one of the most densely populated. The
Greater Tokyo Area is the most populous metropolitan area in the world.
Japan is a unitary state and constitutional monarchy in which the power of the
Emperor is limited to a ceremonial role. Executive power is instead wielded by the
Prime Minister of Japan and his Cabinet, whose sovereignty is vested in the Japanese
people. Naruhito is the Emperor of Japan, having succeeded his father Akihito upon
his accession to the Chrysanthemum Throne in 2019. The prime minister as the head of
government has the power to appoint and dismiss Ministers of State. The Constitution of
Japan, adopted in 1947, is the oldest unamended constitution in the world. The main
body of Japanese statutory law is called the Six Codes. Japan's court system is divided
into four basic tiers: the Supreme Court and three levels of lower courts.
Japan has the world's fourth-largest economy by nominal GDP, after that of the
United States, China and Germany; and the fourth-largest economy by PPP. As of
2021, Japan's labor force is the world's eighth-largest, consisting of over 68.6 million
workers. As of 2022, Japan has a low unemployment rate of around 2.6%. The Japanese
yen is the world's third-largest reserve currency after the US dollar and the euro.
Japan was the world's fifth-largest exporter and fourth-largest importer in 2022.
● Language :-
The Japanese language is Japan's de facto national language and the primary written and
spoken language of most people in the country. Japanese writing uses kanji (Chinese
characters) and two sets of kana (syllabaries based on cursive script and radicals
used by kanji), as well as the Latin alphabet and Arabic numerals. English has taken
a major role in Japan as a business and international link language. As a result, the
prevalence of English in the educational system has increased, with English classes
becoming mandatory at all levels of the Japanese school system by 2020. Japanese Sign
Language is the primary sign language used in Japan and has gained some official
recognition, but its usage has been historically hindered by discriminatory policies and a
lack of educational support.
● Technology :-
Japan is a leading country in scientific research, particularly in the natural sciences
and engineering. The country ranked 13th in the Global Innovation Index in 2023.
Relative to gross domestic product, Japan's research and development budget is the
second highest in the world, with 867,000 researchers sharing a 19-trillion-yen research
and development budget as of 2017. Japan leads the world in robotics production and
use, supplying 45% of the world's 2020 total; down from 55% in 2017. The Japan
Aerospace Exploration Agency is Japan's national space agency; it conducts space,
planetary, and aviation research, and leads development of rockets and satellites.
● Legal :-
Domestic security in Japan is provided mainly by the prefectural police departments,
under the oversight of the National Police Agency. Japan has faced criticism for not
allowing same-sex marriages, despite a majority of Japanese people supporting marriage
equality. It is the least developed out of the G7 countries in terms of LGBT equality.
Japan does not explicitly legally ban racial or religious discrimination. Japan also has a
unique set of customs and etiquette. For example, it is customary to bow as a sign of
respect. Shoes are typically removed when entering someone's home or certain traditional
establishments. Strict penalties exist for drug-related offenses. Japan has a zero-tolerance
policy towards drug possession and use.
● Media :-
The earliest works of Japanese literature include the Kojiki and Nihon Shoki chronicles
and the Man'yōshū poetry anthology, all from the 8th century and written in Chinese
characters. The Tale of the Bamboo Cutter is considered the oldest extant Japanese
narrative. Japanese philosophy has historically been a fusion of both foreign,
particularly Chinese and Western, and uniquely Japanese elements. Buddhism has
profoundly impacted Japanese psychology, metaphysics, and esthetics.
According to the 2015 NHK survey on television viewing in Japan, 79 percent of
Japanese watch television daily. Japanese television dramas are viewed both within
Japan and internationally. Many Japanese media franchises have gained considerable
global popularity and are among the world's highest-grossing media franchises. Japanese
newspapers are among the most circulated in the world as of 2016. A large number of
manga series have become some of the best-selling comics series of all time, rivaling
the American comics industry. Japanese animated films and television series, known as
anime, were largely influenced by Japanese manga and have become highly popular
globally.

The Power Distance Index (PDI) of Japan, which stands at 54, indicates that there
is a moderate level of acceptance of hierarchical order and unequal distribution of
power within Japanese society. This implies that there are certain restrictions and
lack of equality among people, particularly in terms of authority,
decision-making, and social status. In Japanese culture, respect for authority and
seniority is deeply ingrained, leading to a hierarchical structure in various aspects
of life, including the workplace, education, and social interactions.
Japan's collectivism score of 46% indicates a cultural inclination towards
prioritizing the group or community over the individual. This "we" culture fosters
a strong sense of togetherness, cooperation, and harmony within Japanese society.
Decision-making tends to involve consultation and consideration of how choices
will affect the group as a whole.
Masculinity of 95 for Japan indicates a society that values competitiveness,
achievement, and the pursuit of excellence. In such a culture, there is a strong
emphasis on success, ambition, and being the best in various aspects of life,
whether it be in academics, career, or personal achievements. The high
Masculinity Index suggests a society where traditional gender roles may be more
pronounced, with expectations for men to exhibit qualities such as assertiveness,
ambition, and toughness, while women may be encouraged to embrace nurturing
roles.
A high Uncertainty Avoidance Index (UAI) score of 92 for Japan indicates a
strong aversion to ambiguity, uncertainty, and risk within the society. This cultural
dimension suggests that Japanese people prefer structured environments, clear
rules, and established norms to minimize uncertainty and maintain stability. There
is a preference for careful planning, adherence to traditions, and reliance on
established protocols to mitigate potential risks and ensure predictability.
A Long-Term Orientation of around 88% for Japan indicates a strong cultural
inclination towards preservation, planning for the future, and prioritizing
long-term benefits over short-term gains. This cultural dimension suggests that
Japanese society places a high value on thriftiness, perseverance, and investing in
sustainable resources. People are encouraged to save, invest, and build for the
future, often emphasizing stability, security, and continuity.
Japan suggests a restrained approach of about 42 % characterized by a focus on
suppressing immediate gratification of needs and adhering to strict social norms
and traditions. This cultural dimension reflects a society that places value on
self-discipline, perseverance, and adherence to established norms and
expectations. This restrained attitude fosters stability, order, and harmony within
Japanese society.
Group 3 : Thailand -
Thailand, officially known as the Kingdom of Thailand, is a vibrant and culturally rich
country situated in Southeast Asia. Renowned for its stunning landscapes, historical
treasures, and warm hospitality, Thailand is a popular destination for travelers from
around the world. Its capital city, Bangkok, serves as a bustling metropolis where
modernity seamlessly blends with tradition. Thailand boasts a diverse cultural tapestry,
influenced by its ancient history, with notable landmarks such as the Grand Palace and
Ayutthaya Historical Park reflecting the kingdom's rich heritage. The country is known
for its delicious cuisine, which includes iconic dishes like Pad Thai and Tom Yum soup,
and its pristine beaches and islands, such as Phuket and Koh Samui, attract sun-seekers
and adventure enthusiasts alike. Thailand's unique blend of tradition and modernity,
coupled with its natural beauty, contributes to its allure as a captivating and enchanting
destination.
Until 22 May 2014, the politics of Thailand were conducted within the framework of a
constitutional monarchy, whereby the prime minister is the head of government and
a hereditary monarch is head of state. The judiciary is independent of the executive
and the legislative branches.Thailand's political landscape has been characterized by a
series of developments and changes. The country has experienced periods of political
instability, with shifts between military and civilian-led governments. The military has
played a significant role in Thai politics, and the country has experienced multiple
coups throughout its modern history. Key political factors include the relationship
between the military and civilian government, constitutional reforms, and the dynamics
of political participation and expression.
Thailand's economy is characterized by a diverse mix of sectors, with tourism serving as
a major contributor alongside manufacturing, agriculture, and trade. The country's
appeal as a global tourist destination, with popular destinations like Bangkok and Phuket,
plays a significant role in economic growth. The manufacturing sector, particularly in
industries such as automotive and electronics, contributes to Thailand's status as a
major exporter. Foreign direct investment, infrastructure development, and government
policies aimed at attracting investors also influence the economic landscape.
● Language :-
Thai language, the standard spoken and literary language of Thailand, belongs to the Tai
language family of Southeast Asia. Other dialects, differing mostly in their tones and to
some degree their consonants, are spoken in other major regions of the country. There
are five distinct tones in Thai: mid, low, falling, high, and rising. There are 21
consonant sounds and 9 distinguishable vowel qualities. Thai freely incorporates foreign
words. Perhaps the oldest are Chinese, but recent Chinese loanwords also occur.
Hundreds of elegant and literary words are taken from Pāli and Sanskrit, and new
words are also coined from Sanskrit roots.
● Technology :-
Thailand ranked 43rd in the Global Innovation Index in 2023. The Ministry of Higher
Education, Science, Research and Innovation and its agencies oversee the development of
science, technology, and research in Thailand. According to the National Research
Council of Thailand, the country devoted 1.1% of its GDP to the research and
development of science in 2019, with over 166,788 research and development personnel
full-time equivalent that year.
● Legal :-
Thailand has a predominantly civil law legal system, but it is a hybrid of many
influences. Thai law has its traditional bases in ancient Hindu Code of Manu,
modified to conform to local custom. During the 19th century, the Siamese legal system
was developed to model the French civil system, and is thus primarily statute based, with
major Codes resembling those of European civil law jurisdictions. Common law features
are also evident -such as the separation of powers, as are the ancient Hindu traditions.
The Thai legal system is a statutory law system, which means it is mostly based on
written law passed by the legislature. Primary sources of law include the Constitution,
which is the supreme law, legislation such as Codes and Acts, decrees and custom.
Judicial decisions are not binding, but in practice Supreme Court decisions are
persuasive, have some precedential value, and are often used as secondary authoritative
sources of law.
● Media :-
Thailand has a well-developed mass media sector, especially by Southeast Asian
standards. The Thai government and the military have long exercised considerable
control, especially over radio and TV stations. During the governments of Thaksin
Shinawatra and the subsequent military-run administration after the 2006 coup and
military coup of 2014, the media in Thailand—both domestic and foreign—have suffered
from increasing restrictions and censorship, sometimes subtle, sometimes overt. In its
Freedom of the Press 2017 report, Freedom House labeled the Thai press as "not
free". Reporters Without Borders in 2021 ranked Thailand 137th out of 180 nations in
press freedom, up three spots from 2020. Assaults on press freedom have continued in
2020, including self-censorship from mainstream media on the demands to reform the
Thai monarchy during the 2020–2021 Thai protests.

In Thailand, a 64 percent Power Distance Index means there's a strong belief in
respecting authority and hierarchy, both in society and at work. People tend to
accept and expect unequal power distribution.
In Thailand, a score of 20 percent means people prioritize group harmony and
togetherness over individual freedoms or standing out on their own.
In Thailand, a score of 34 percent indicates a culture that values cooperation and
caring for others more than traditional traits like competitiveness and
assertiveness typically associated with masculinity.
In Thailand, an Uncertainty Avoidance Index of 64 percent reflects a society that
values stability and structure, preferring clear rules and guidelines to navigate
uncertain situations. People here may feel uneasy with ambiguity and prefer
established routines or protocols to minimize uncertainty in various aspects of
life.
In Thailand, a Long-Term Orientation of 32 percent suggests a cultural inclination
towards prioritizing immediate rewards and fulfilling present needs over
long-range planning or adherence to traditional values. This indicates a society
that may place less emphasis on preparing for the future and more on enjoying the
present moment.
In Thailand, the culture leans towards restraint and moderation in indulgence,
with people often valuing frugality and self-control over lavish or extravagant
indulgences. This reflects a societal emphasis on modesty and practicality in
lifestyle choices, where excessive displays of wealth or consumption may be
viewed unfavorably.
2. Social Marketing - (qno.4)

➔ 1) Product/Service :- Refers to the offering being promoted through social marketing.
This could be a tangible product, such as a health-related product like condoms or a
service, such as HIV testing or educational campaigns aimed at raising awareness about
the importance of exercise. It can also be the title of a campaign.
2) Price :- Represents the cost associated with adopting the behavior or using the product
or service being promoted. This includes monetary costs like cost of media, literature
printing, production, training workshop, hoardings and overall budget of the campaign.
3) Place :- Refers to the locations or channels through which the target audience can
access the product or service.
4) Promotion :- Involves the communication strategies used to raise awareness and
promote the product or service. This includes advertising, public relations, social media
campaigns, community outreach events, and other promotional activities aimed at
reaching and engaging the target audience.
5) Policy :- Refers to the regulations, laws, or guidelines that can influence the adoption
of the desired behavior or use of the product or service. Social marketers may advocate
for policy changes or work to align existing policies with their objectives.
6) Partnership :- Involves collaborating with other organizations, agencies, or
stakeholders to leverage resources, expertise, and reach. Partnerships can enhance the
effectiveness and sustainability of social marketing initiatives by pooling resources,
sharing best practices, and reaching a wider audience.
7) Politics :- This refers to whether one wants to collab with any political party or not
8) Purse-Strings :- Represents the financial resources available to fund social marketing
initiatives. This includes budget allocations, funding sources, grants, donations, and other
financial resources required to develop, implement, and sustain social marketing
campaigns.
9) Publics :- This involves two types of publics : external ( diverse groups or segments
within the target audience who are the focus of social marketing efforts) and internal (
who are the policymakers, volunteers, marketing or brand strategists, gatekeepers of the
campaign )
06 marks :-
1. FDI (Foreign Direct Investment) before and after liberalization.

➔ 1) Before liberalization, India had a closed or protected economy, restricting foreign
direct investment (FDI) and imposing strict licensing policies.
2) However, in 1991, the Indian government initiated liberalization measures to open up
the economy. This included allowing 100 percent foreign ownership in many industries
and simplifying procedures for obtaining permission, leading to increased FDI inflows.
3) Liberalization was the opening up of markets in the Indian economy from a ‘closed’ or
‘protected’ economy to an ‘open’ economy. India encouraged ‘free trade’ by opening its
doors both inside & outside the country.
4) The shift from a protected to an open economy removed the "License Raj" and
encouraged entrepreneurship, resulting in the emergence of more companies and goods.
5) Thus since 1991, licenses were required only for certain strategic and defence items
which were exclusively reserved for the government. This resulted in the creation of
more companies, goods & services. And in turn gave a boost to advertising.
6) Furthermore, the government supported exports and imports to facilitate liberalization,
providing financial subsidies to exporters and import subsidies for export-oriented
industries.
7) Additionally, privatization of public sector units became a prominent feature of
liberalization, with many entities welcoming private participation through the sale of
government shares.
2. Challenges of international advertising.
➔ A) Cultural Diversity:
1) Cultural diversity poses a significant challenge for international advertisers as
they must navigate the nuances of various cultures to create effective campaigns.
Understanding cultural differences and similarities is crucial for success.
2) Tastes, traditions, and customs are also an important part of cultural
considerations. The customs of a society affect what products and services it will
buy and how they must be marketed. For instance, in France, both men and
women use cosmetics heavily, whereas in other cultures, grooming habits may
differ
3) Another aspect of culture that is very important for international marketers to
understand is values. Cultural values are beliefs and goals shared by members of a
society regarding ideal end states of life and modes of conduct.
4) Values such as ethnocentrism, which refers to the tendency for individuals to view
their own group or society as the center of the universe, or nationalism often
affect the way consumers in various countries respond to foreign brands or even
advertising messages.
5) Example: Dove faced challenges in Japan, where traditional beauty standards
differ from Western ideals. Their "Real Beauty" campaign, which celebrated
diversity and challenged conventional beauty norms, received mixed reactions in
Japan. To address cultural differences, Dove modified its messaging to align with
Japanese beauty standards while maintaining its core message of inclusivity.
B) Legal Consideration:
1) Different countries have different advertising laws that need to be accepted and
followed. Therefore, while creating advertisements it is very important to know
the laws that are imposed in that country.
1) In Germany, it is illegal to use any comparative terminology. Belgium and
Luxembourg explicitly ban comparative advertising, whereas in UK, Ireland,
Spain, and Portugal it is allowed.
2) Awareness of these laws is essential to ensure compliance and avoid legal issues.
Additionally, special taxes and regulations on advertising may exist in certain
countries, requiring careful consideration by advertisers.
3) Example: Nike faced legal considerations in the UK when their advertisement
featuring a footballer was banned for being misleading, highlighting the need for
advertisers to understand and comply with local advertising regulations.
C) Media Limitations:
1) International advertisers face challenges related to media availability, cost,
coverage, and appropriateness.
2) Media effectiveness can vary across cultures, necessitating tailored approaches.
For example, in Brazil, television commercials are often clustered together in long
breaks, requiring advertisers to be creative in capturing audience attention.
3) Asahi, Japan’s largest newspaper, is known to turn down a million dollars worth
of advertising a month of ad revenues.
4) Example: Procter & Gamble experienced media limitations in Japan when
advertising space in national newspapers like Asahi was difficult to obtain,
forcing them to explore alternative media channels to reach their target audience.
D) Language Limitations:
1) Language barriers present significant challenges in international advertising.
Advertisers must contend with different languages and dialects, as well as
nuances in linguistic tone and vernacular.
2) Incautious handling of language can lead to misunderstandings or unintended
messages. For instance, everyday words may carry different meanings in various
countries, and pronunciation differences can further complicate communication
efforts.
3) Example: McDonald's faced linguistic challenges when expanding into China, as
their slogan "I'm lovin' it" was initially mistranslated as "I'm vomiting" due to
linguistic differences.
3. Difference between FERA And FEMA.

➔ A) FERA (Foreign Exchange Regulation Act) :-
1. FERA was passed by the Indian Parliament in 1973 by the government of Indira
Gandhi and came into force with effect from January 1, 1974. FERA was
introduced at a time when foreign exchange (Forex) reserves of the country were
low.
2. FERA therefore proceeded on the presumption that all foreign exchange earned
by Indian residents rightfully belonged to the Government of India and had to be
collected and surrendered to the Reserve Bank of India (RBI). FERA primarily
prohibited all transactions not permitted by RBI.
3. The objective of FERA was to regulate certain payments, dealings in foreign
exchange and securities, transactions indirectly affecting foreign exchange, the
import and export of currency and to conserve precious foreign exchange and to
optimize the proper utilization of foreign exchange so as to promote the economic
development of the country.
4. FERA was repealed in 1998 by the government of Atal Bihari Vajpayee and
replaced by the Foreign Exchange Management Act, which liberalized foreign
exchange controls and restrictions on foreign investment.
B) FEMA (Foreign Exchange Maintenance Act) :-

1. The Foreign Exchange Regulation Act (FERA) of 1973 in India was replaced in
June 2000 by the Foreign Exchange Management Act (FERA), which was passed
in 1999. This act seeks to make offenses related to foreign exchange civil
offenses.
2. FEMA focused on increasing the foreign exchange reserves of India, focused on
promoting foreign payments and foreign trade.
3. It is more transparent in its application as it lays down the areas requiring specific
permissions of the Reserve Bank/Government of India on acquisition/holding of
foreign exchange.
4. It gives full freedom to a person resident in India, who was earlier resident outside
India, to hold/own/transfer any foreign security/immovable property situated
outside India and acquired when s/he was resident.
4. Effects of policy change in a liberalized economy.

➔ 1) The protection enjoyed by existing companies disappeared. New companies could
enter any given industry and get a market share. The existing companies had to compete
for their share.
2) The concept of minimum economic size was shaken. Many existing companies
became uneconomic. Companies earlier had to conform to the license given and the size
had to be as per the license. License for larger capacity was normally not given. Now
‘going big’ has become the order of the day. Economic size now meant international size.
3) Mergers, acquisitions, and takeovers became common as companies sought to grow or
consolidate to remain competitive. For instance, HLL acquired Tomco, among other
mergers.
4) The entry of multinational corporations (MNCs) altered industry structures by
introducing superior technologies, global brands, and increased competition. For
example, the refrigerator industry saw the emergence of new players like Whirlpool,
Samsung, and LG, challenging the dominance of domestic brands.
5) The entry of multinationals also resulted in brand war in which the multinationals are
squeezing out the ‘desi’ brands. The MNCs brought in superior technologies and more
modern products. They brought their global brands to the Indian market along with their
full marketing and management might.
6) The dominance of MNCs in joint stock ventures shifted the power structure, leading to
a loss of managerial autonomy for Indian companies.
7) The MNC brands have affected the Indian brands in several ways like loss of volumes
and market share, squeeze on profit margin, need to allocate more funds beyond the
capacity of the Indian firm, losing the race finally to the foreign brand.
5. Explain benefits of advertising - manufacturers/ consumers/ retailers.
➔ A) Benefits to Manufacturers :-
1) Stimulates Demand - stimulates demand by pre-selling the product/service.
Advance booking of cars, phones helps to create demand.
2) Stabilizing Demand - through special discount package offers during off season
& offering other uses of the product during off season.
3) Increasing the width of the market - helps reach the national market, also in
diverse countries like India reaching rural as well as urban markets is challenging.
4) Economy- advertising is the economical tool of mass communication as it helps
to reach several consumers quickly. Advertising saves both time & money.
5) Large scale economies- Enables to increase the size of operations & thus
benefiting manufacturers by giving them benefit of large-scale economies.
Increase in economies of scale.
6) Quick Sales turnover – As the sales are quick, warehousing & storage costs are
reduced.
7) Innovation and Research & Development – Since advertising persuades the
masses to try a product/service; it gives manufacturers the confidence to innovate
& develop new products & services since advertising is an effective mass
persuasion technique.
8) Builds Brand Loyalty & Brand Image – Advertising’s greatest advantage is its
value addition that makes people loyal to the brand. By building a Brand
Personality, advertising creates a brand image that cannot be developed by
competitors & distinguishes the brand from the competition.
9) Encourages Competition – Advertising makes room for more players to enter
the market & breaks any monopoly of long-standing brands and thus allows small
manufacturers to enter the market.
10) Builds Corporate Image – Institutional advertising promotes the image of the
company as a marketer, employer & sound financial investment.
B) Benefits to Consumers :-
1) A source of information- informs about new products. Educates the consumers
about the products/services & its uses
2) Entertainment - Many advertisements are designed to be entertaining and
engaging, capturing the audience's attention with creative storytelling, humor, or
memorable characters. This entertainment factor can enhance the overall
consumer experience.
3) Consumer choice - Advertising increases consumer choice by showcasing a wide
range of products and brands across different categories. It allows consumers to
compare features, prices, and benefits, empowering them to choose products that
best meet their needs and preferences.
4) Ensures fixed price & consistent quality - maintaining price transparency and
quality standards in the market and helping consumers trust that they are getting
what they pay for.
5) Lowers product prices - Competition driven by advertising can lead to lower
product prices as brands strive to attract customers with competitive pricing
strategies and promotional offers.
6) Increases consumer satisfaction - By informing consumers about product
features, benefits, and availability, advertising contributes to higher levels of
consumer satisfaction.
7) Planning household budgets- Advertising often includes information about
discounts, promotions, and special offers, helping consumers plan their household
budgets more effectively.
8) Increases aspiration levels- Through aspirational messaging, advertisements can
inspire consumers to seek out new products or upgrade to higher-quality options,
driving innovation and progress in the market.
C) Benefits to Retailers :-
1) High Sales Turnover – Retailers usually have limited shelf space. They prefer
goods & services that are fast moving and do not occupy their shelf space for long
periods.
2) Fixed Prices – Advertised products have fixed prices and this improves the
reputation & service of retailers to customers.
3) Self-service – The spate of departmental stores, supermarkets that have come up
have good displays of advertised products on their shelf space which the
customers recognize and connect with the product’s advertisement. Thus, the
retailer’s effort is minimized.
4) Builds reputation – A retailer who stocks well-known and popular brands is
considered more reputed than the one who does not do so. The retailer is
projecting his/her image as a prestigious outlet.
5) POP & other display material – Manufacturers give retailers attractive POP &
display materials which improve the appearance of the store.
6. Note on Cross Cultural advertising with examples.

➔ 1) Cross-cultural advertising considers the local culture when crafting messages for
advertisements. Understanding the cultural values and norms of the target audience is
essential for creating successful localized advertising campaigns.
2) A cross-cultural campaign aims to reach a general audience while respecting cultural
diversity. For example, advertising in India requires appealing to various cultural groups,
such as Hindus, Christians, Muslims, and others. Brands need to adapt their messaging to
resonate with different cultural segments.
3) It's crucial to recognize that there is no one-size-fits-all approach when marketing to
different linguistic populations. Using slang or acronyms without understanding the
language can lead to misunderstandings, highlighting the importance of hiring native
speakers if necessary.
4) There are two types of knowledge required for successful cross-cultural advertising :
Factual knowledge which involves understanding specific cultural traits, such as the
meaning of colors or tastes, which can impact advertising effectiveness and Interpretive
knowledge, on the other hand, entails understanding deeper cultural meanings and
attitudes toward various aspects of society. This knowledge helps advertisers tailor their
campaigns to resonate with diverse cultural audiences.
5) Cross-cultural advertising solutions encompass language, communication style,
imagery, and cultural values. It's about using common sense and analyzing how different
elements of an advertising campaign are influenced by culture.
6) Example: Airbnb's "Belong Anywhere" Campaign: Airbnb's "Belong Anywhere"
campaign emphasizes the idea of inclusivity and cultural diversity. By showcasing real
stories of people from various cultures and backgrounds, Airbnb promotes the message
that everyone can feel at home anywhere in the world. This campaign celebrates cultural
differences while highlighting the universal desire for belonging.
7) Example: Google's "Year in Search" Campaign: Google's "Year in Search" campaign
reflects the global diversity of its users by highlighting the most searched topics and
events from around the world. By showcasing the collective interests and concerns of
people from different cultures, Google's campaign resonates with a global audience and
promotes cultural understanding and empathy.
8) Example: Toyota's "Start Your Impossible" Campaign: Toyota's "Start Your
Impossible" campaign celebrates the human spirit and perseverance by showcasing real
stories of athletes overcoming challenges to achieve their dreams. By highlighting the
universal themes of determination and resilience, Toyota's campaign resonates with
audiences worldwide, regardless of cultural differences.
7. Change in the buying pattern post liberalization.

➔ 1) Post-liberalization, there have been significant changes in the buying patterns and
lifestyles of Indian consumers. Convenience foods and ready-to-eat meals have gained
popularity, while modern gadgets have become common in households. Teenagers now
influence their family's purchasing decisions, and there's a trend of increased spending
among Indians.
2) The middle class, which constitutes the largest consumer segment, has seen
remarkable growth, now totaling around 300 million people. They are better educated,
exposed to global lifestyles, and their aspirations and spending habits are on the rise. It is
now emerging as the ‘consumption community’ of the country.
3) This change isn't limited to big cities; even smaller towns and rural areas are
experiencing increased product penetration. The top end of the middle class is now
aspiring for a second car, a second TV and a second refrigerator.
4) Consumer credit is becoming more prevalent, indicating a significant shift in consumer
behavior. There's a blend of Eastern and Western cultures, especially among the upper
middle class, who are becoming more cosmopolitan in their work culture, food habits,
and lifestyle.
5) There's a noticeable shift towards material comforts, with consumers preferring
branded ready-to-wear clothing over tailor-stitched garments. Travel has become popular
for leisure and relaxation purposes, rather than just visiting relatives. The middle class
has become more status-conscious, leading to increased demand for cosmetics, toiletries,
and packaged foods.
6) Consumers are now quality and cost-conscious, seeking value for their money.
Time-saving devices are favored, and grooming has become an essential factor in
purchasing decisions. The younger generation is embracing international styles and is
quick to adapt to new trends.
7) Furthermore, there have been changes in distribution channels, with the emergence of
innovative formats like convenience shops, departmental stores, and online shopping.
E-commerce has seen significant growth, offering a wide range of services, from
shopping to entertainment, and gaining widespread acceptance.
8. Product packaging for the international market.

➔ 1) Product packaging for the international market encompasses various elements such as
style, features, labeling, trademarks, brand name, quality, and price. These components
often necessitate both discretionary and mandatory modifications to suit different
markets.
2) For instance, some countries mandate labels to be printed in multiple languages, while
others prohibit the use of foreign languages entirely.
3) Moreover, packaging elements may include symbols that could convey unintended
meanings, requiring careful consideration and adjustment. For example, a company's
trademark featuring a red circle was well-received in certain countries but evoked
negative associations in parts of Asia due to its resemblance to the Japanese flag.
4) Package size and pricing also hold significance, particularly in economically
disadvantaged regions. For instance, Unilever makes its Sunsilk shampoo brand
affordable in India by offering it in sachet packs.
5) Attention must also be paid to translations of brand names and the cultural significance
of colors used in packaging. While white symbolizes purity in Western countries, it
signifies mourning in the Eastern world.
6) Successful packaging abroad hinges on an understanding of fundamental cultural
differences, including values associated with colors, shapes, and symbols.
7) Packaging serves as a silent seller that attracts consumers, ensures product quality and
longevity, facilitates transportation, adheres to legal requirements, and aligns with
international standards.
8) Example: Heinz's Label Translations: Heinz, a global food company, ensures that its
product labels are translated accurately to comply with local language requirements and
cultural sensitivities. For example, Heinz ketchup bottles sold in bilingual countries like
Canada feature labels in both English and French to accommodate the linguistic diversity
of the population.
9) Example: KitKat's Regional Flavors: KitKat, a popular chocolate brand owned by
Nestlé, introduces regional flavors and limited-edition packaging designs to cater to
diverse consumer preferences around the world. For example, KitKat offers flavors such
as matcha green tea in Japan, durian in Malaysia, and cheesecake in the United Kingdom,
reflecting local tastes and culinary traditions.
9. Green marketing.
➔ 1) Green marketing, also known as sustainable marketing or environmental marketing,
refers to the practice of promoting products or services that are environmentally friendly
or produced in a sustainable manner.
2) This approach aims to address environmental concerns, reduce ecological footprint,
and meet the growing demand for environmentally responsible products and practices.
3) Green marketing involves the development and promotion of products that are
designed with environmental considerations in mind. Companies innovate to create
eco-friendly alternatives to traditional products, such as biodegradable packaging,
energy-efficient appliances, organic food products, and eco-friendly cleaning supplies.
4) Example: Tesla's electric vehicles (EVs) are a prime example of green marketing.
Tesla's EVs offer a sustainable alternative to traditional gasoline-powered cars, reducing
greenhouse gas emissions and reliance on fossil fuels while promoting renewable energy
adoption.
5) Green marketing aligns with corporate social responsibility initiatives and
commitments to environmental stewardship. Companies communicate their sustainability
efforts and eco-friendly practices transparently to consumers, investors, and stakeholders,
fostering trust and accountability.
6) Example: Unilever's Sustainable Living Plan is a comprehensive sustainability strategy
that encompasses environmental, social, and economic goals. Unilever's marketing
campaigns promote sustainable brands like Dove, Ben & Jerry's, and Seventh Generation,
promoting sustainable products and practices to address social and environmental
challenges.
7) IKEA's "People & Planet Positive" strategy includes goals to achieve 100% renewable
energy, source all products from sustainable sources, and become circular and climate
positive by 2030.
10. Advertising and pop culture.

➔ 1) Advertising and popular culture are intertwined elements of contemporary society,
each playing a distinct yet interconnected role.
2) Popular culture encompasses the shared beliefs, practices, and objects that are widely
embraced by a society. It includes a wide array of media, entertainment, fashion trends,
and linguistic norms. Advertising draws heavily from popular culture for inspiration and
resonance with audiences.
3) While advertising seeks to influence consumer behavior, popular culture primarily
aims to provide enjoyment and entertainment.
4) Advertising messages are typically concise and focused due to budget constraints,
whereas popular culture offerings, such as movies or TV shows, can span longer
durations.
5) They both prioritize style and utilize mass media channels to reach audiences.
Advertisers often leverage elements of popular culture, such as comedies, music, and
celebrity endorsements, to create relatable and engaging campaigns.
6) Brands often collaborate with popular actors, musicians, or athletes to promote their
products, leveraging the stars' widespread recognition and emotional appeal.
7) Example: Nike's collaboration with basketball legend Michael Jordan, known as the
"Air Jordan" line of sneakers, has been a hugely successful partnership that capitalizes on
Jordan's iconic status in popular culture.
8) Example: Apple's use of popular songs in their iPod commercials, such as the
"silhouette" series featuring songs by artists like The Black Eyed Peas and U2, helped to
make their products synonymous with music and youth culture.
9) Example: Budweiser's use of catchy tunes like "Wassup" in their commercials to create
memorable moments and connect with consumers on a cultural level.
11. Explain the term 'go global, act local'.

➔ 1) The concept of "go global, act local" emphasizes the need for businesses to expand
their operations globally while also adapting to local cultures and preferences.
2) This approach, also known as glocalization, recognizes the importance of balancing
global strategies with local market conditions.Originally rooted in the Japanese term
dochakuka, which refers to adapting farming techniques to local conditions, glocalization
has evolved into a broader business concept.
3) In practice, glocalization involves incorporating global processes and products into
local contexts, while also considering local social categories and practices. For example,
social movements like #BlackLivesMatter or #MeToo may originate in specific local
contexts but gain global significance over time. This blending of global and local
influences is inherent in the process of globalization itself.
4) However, cultural misunderstandings can hinder effective communication and business
planning in foreign markets. Advertisers often struggle to understand the nuances of
foreign languages and cultural attitudes, leading to misinterpretations and confusion.
5) Effective communication requires more than just linguistic translation; it necessitates
cultural translation to ensure messages resonate with local audiences.
6) The saying "think globally, act locally" encapsulates the approach of balancing global
standardization with local adaptation. While global advertising involves applying a
uniform message across all countries, international advertising tailors messages to each
specific market.
7) Example: Coca-Cola: When Coca-Cola first entered the Chinese market, they
famously mistranslated their brand name into "Ke-kou-ke-la," which roughly translates to
"bite the wax tadpole" or "female horse stuffed with wax." The error was corrected to a
more appropriate phonetic translation, "kou ke le," meaning "happiness in the mouth."
8) Example: KFC: When KFC expanded into China, their "Finger Lickin' Good" slogan
was translated as "Eat Your Fingers Off" due to a misunderstanding of the idiomatic
expression. The slogan was later adjusted to better convey the intended meaning.
9) Example: Chevrolet: When Chevrolet introduced the Chevy Nova to the
Spanish-speaking market, they failed to realize that "no va" in Spanish means "it doesn't
go." This naming choice hindered sales in Spanish-speaking countries until they
rebranded the car.
12. How the entry of international brands affected the domestic brands and its impact
on advertising strategies?
➔ 1) International brands often bring with them larger budgets, established reputations, and
advanced technologies. This can intensify competition for domestic brands, leading to
challenges in market share and profitability.
2) The entry of international brands may saturate the market, making it harder for
domestic brands to stand out and attract customers.
3) International brands often set high standards for product quality, innovation, and
customer experience. This can push domestic brands to innovate more rapidly to keep up.
4)
5) Example: Coca-Cola's entry into the Indian market posed significant challenges for
Campa Cola, a domestic soft drink brand. Coca-Cola's extensive global marketing
campaigns and larger budget overshadowed Campa Cola's efforts to compete. Despite
attempts to emphasize its Indian roots, Campa Cola struggled to maintain its market share
against the dominance of Coca-Cola and Pepsi.
6) Example: The collaboration between Maruti Suzuki and Suzuki exemplifies a
successful joint venture where Suzuki's expertise in technology and global experience
complements Maruti Suzuki's local market knowledge. This partnership has led to
tailored advertising strategies, technological advancements, and enhanced brand
credibility in the Indian automotive industry.
7) Example: KFC's entry into India in 1995 posed a significant challenge to local fried
chicken outlets like Hot Chick, Chicken Inn, Mad Over Chicken (MOC), and Chicking,
as it offered a wide range of chicken-based products with consistent quality and
international flavors.
13. Present the economic issues and their impact on advertising.

➔ 1) Poverty: Poverty exists in both relative and absolute terms and has a significant
impact on advertising. While advertising stimulates sales and production, which in turn
creates employment opportunities, it also reflects the economic disparities present in
society.
2) Illiteracy/Literacy: Advertising plays a role in motivating people to pursue education,
contributing to increased literacy rates and societal development.
3) Employment: Advertising generates employment opportunities in various sectors
such as media, photography, and production, creating a ripple effect on the economy.
4) Child labor: Advertising practices can differ in countries with varying stances on
child labor, highlighting ethical considerations within the industry.
5) Earnings, savings, and investments: Economic factors like earnings, savings, and
investments influence advertising strategies and consumer behavior, shaping market
dynamics.
6) Non-inclusive growth: Disparities in economic growth between urban and rural areas
pose challenges for inclusive development. Efforts such as rural employment guarantee
schemes aim to bridge this gap and promote rural prosperity. The govt. has introduced
many schemes such as rural employment guarantee schemes to ensure growth in rural
India. Special effort is being undertaken by NGOs and private sector banks to promote
awareness among the rural masses.
7) BIMARU states: States like Bihar, Madhya Pradesh, Rajasthan, and Uttar Pradesh
face economic challenges, leading to issues like migration and social unrest, which can
affect advertising dynamics.
8) Advertising and media prices: The pricing and quality of media are influenced by
advertising trends, with dominant advertisers shaping the landscape of popular print,
broadcast, and digital platforms.
14. Representation of women in contemporary advertisement.

➔ 1) In contemporary advertising, the representation of women has become more diverse
and empowering, reflecting broader societal shifts towards gender equality and
inclusivity.
2) Advertisers are increasingly showcasing women in roles that defy traditional
stereotypes and celebrate their strength, resilience, and accomplishments. These
campaigns often feature women from various backgrounds, ages, body types, and
ethnicities, promoting diversity and inclusivity.
3) Brands are using their platforms to advocate for gender equality and challenge
outdated gender norms. They're highlighting women's achievements, talents, and
contributions across different fields, from sports and entertainment to business and
activism.
4) Advertisers are moving away from heavily retouched images and unrealistic beauty
standards, opting instead for unfiltered, unretouched portrayals of women that reflect
their natural beauty and diversity.
5) Example: Aerie's "AerieREAL" campaign showcases unretouched images of women
of all body types wearing their lingerie, promoting body positivity and self-acceptance.
6) Example: Sportswear brand Athleta's "Power of She" campaign features real women
sharing their stories and experiences, celebrating the strength and diversity of women in
all aspects of life.
7) Example: Always' "End Period Poverty" Campaign: Always launched a campaign to
raise awareness about period poverty and advocate for access to menstrual products for
all women. The ad features women and girls from diverse backgrounds and highlights the
importance of addressing this social issue to support women's health and well-being.
15. Representation of women earlier and now in ads (compare).

➔ 1) Historically, advertisements depicted women in subordinate roles, reinforcing gender
stereotypes and emphasizing their roles as sex objects or homemakers. However,
advertisers are increasingly conscious of these criticisms and are striving to portray
women in more empowered roles.
2) The portrayal of women in advertising has evolved significantly in recent years,
moving away from stereotypes. Although women in India are portrayed as traditional and
stereotypical over the decades, there is a difference in product categories advertised by
them.
3) Women in the 1990s were shown in only household chores. In place of washing
clothes with their hands and brush they were shown soaking clothes or training to be a
good housewife.
4) Many advertisers have begun to recognize the importance of portraying women
realistically. The increase in the number of working women has resulted not only in
women having more influence in family decision making but also in more single female
households, which mean more independent purchases.
5) Many of the advertisers are now depicting women in a diversity of roles that reflect
their lives. In many ads, the stereotypic character traits attributed to women have shifted
from weak and dependent to strong and autonomous.
6) Example: A commercial for Ariel detergent in India in the 1990s might have depicted
a woman solely focused on laundry, reinforcing traditional gender roles. However, in
recent years, Ariel's "Share the Load" campaign has challenged these stereotypes by
showcasing men taking an active role in household chores, promoting gender equality.
7) Example: Nike's "Dream Crazier" campaign celebrates female athletes and challenges
gender stereotypes in sports. The ad features women breaking barriers and overcoming
obstacles in various sports, encouraging viewers to redefine what it means to be "crazy"
in pursuit of their dreams.
8) Example: Always' "Like a Girl" campaign aims to empower girls and challenge
stereotypes associated with gender. The ad highlights the negative impact of phrases like
"run like a girl" and "throw like a girl," encouraging girls to reclaim their strength and
redefine what it means to perform "like a girl."
16. Controversial Advertisement

➔ 1) Controversial advertisements are those that spark debate, criticism, or backlash due to
their content, message, or portrayal of sensitive topics.
2) These ads often push boundaries, challenge societal norms, or use shock value to grab
attention, leading to diverse reactions from audiences.
3)Controversial advertisements often ignite heated debates about ethics, social
responsibility, and the role of advertising in society. Brands must carefully consider the
potential impact of their advertising campaigns and strive to avoid crossing boundaries
that may offend or alienate their target audience.
4) Dove's "Real Beauty" Campaign: Dove's ad featuring a black woman removing her
shirt to reveal a white woman underneath sparked controversy for implying that using
Dove products could transform black skin to white. Critics deemed the ad racially
insensitive and perpetuating stereotypes.
5) Pepsi's Kendall Jenner Ad: Pepsi faced backlash for an ad featuring Kendall Jenner
joining a protest and handing a police officer a can of Pepsi, seemingly trivializing real
social justice movements. Critics argued that it appropriated activism for commercial
gain and undermined the seriousness of protests.
6) Dolce & Gabbana's "Gang Rape" Ad: Dolce & Gabbana faced outrage for an ad
depicting a woman being held down by a man while others look on, with the caption "DG
Loves China." Critics condemned the ad for glamorizing violence against women and
perpetuating rape culture.
7) Nivea's "White is Purity" Ad: Nivea's ad featuring the slogan "White is Purity" drew
criticism for its racial undertones, implying that lighter skin is superior. The ad was
accused of promoting white supremacy and was swiftly pulled by the brand.
8) Victoria's Secret's "Sexy Little Geisha" Lingerie: Victoria's Secret faced criticism for
its "Sexy Little Geisha" lingerie line, which was accused of cultural appropriation and
exoticizing Asian culture. The brand was accused of perpetuating harmful stereotypes
and disrespecting Asian traditions.
17. Positive and negative effect of ads on children

➔ The landscape of children's interaction with brands has undergone significant changes in
recent years. Children are no longer passive consumers but active influencers seeking out
a variety of products that impact their lives. Today's youngsters are avid consumers of
mass media, particularly television, and play a significant role in brand selection and
purchase decisions.
Positive effects :-
a) Advertising can serve as an educational tool for children, introducing them to new
ideas, concepts, and products. Well-crafted ads can provide valuable information
about a wide range of topics, from healthy eating habits to environmental
conservation.
b) Some advertisements stimulate children's creativity and imagination by presenting
fantastical or imaginative scenarios. These ads can inspire children to think
creatively and engage in imaginative play.
c) Example: Toy commercials often inspire imaginative play and creative thinking
among children. Ads for LEGO sets, for instance, showcase the endless
possibilities of building and creating, fostering creativity and problem-solving
skills.
d) Example: The "Got Milk?" campaign by the Milk Processor Education Program
(MilkPEP) features advertisements showing children enjoying milk with their
meals. These ads promote the health benefits of drinking milk and encourage
children to make nutritious beverage choices.
Negative effects :-
a) Children are susceptible to the persuasive techniques used in advertising, leading
to the adoption of unhealthy behaviors or preferences. For example, ads for
sugary snacks or fast food may influence children's food choices and contribute to
the rise of obesity and related health problems.
b) Advertisements featuring trendy clothing or electronic gadgets can create pressure
on parents to purchase these items for their children. Ads for brands like Apple or
Nike may lead to parental spending and financial stress as children demand the
latest products showcased in advertisements.
c) Some advertisements may use deceptive or misleading tactics to persuade
children to purchase products. This can lead to disappointment or dissatisfaction
when children realize that the product does not meet their expectations or deliver
the promised benefits.
d) Example: Ads for fast-food chains like McDonald's or Burger King may promote
unhealthy eating habits by enticing children with toys and colorful packaging.
e) Example: Ads for popular video game titles like Fortnite or Minecraft may tempt
children to spend hours playing video games rather than engaging in physical
activity.
18. Importance of Culture in international advertising.

➔ 1) Understanding and incorporating cultural nuances into advertising strategies are
essential for successful marketing campaigns in foreign markets.
2) Culture shapes consumer behavior, including purchasing decisions, brand preferences,
and product perceptions. Different cultures have distinct values, beliefs, and norms that
influence how consumers perceive and interact with advertisements. Advertisers must
align their messaging with cultural values to resonate with target audiences effectively.
3) Advertisers need to consider linguistic nuances, idiomatic expressions, and cultural
references to ensure that their messages are accurately interpreted and positively received
by local consumers. Effective communication requires sensitivity to cultural norms and
preferences.
4) Advertisements that resonate with cultural values and norms are more likely to
enhance brand credibility, trust, and loyalty among consumers. Advertisers must convey
messages that align with local cultural sensitivities to build positive brand associations
and reputation.
5) Advertisers must navigate cultural taboos, stereotypes, and sensitivities to ensure that
their messages are respectful and culturally appropriate.
6) By aligning advertising strategies with cultural values and preferences, brands can
differentiate themselves from competitors and establish stronger connections with local
consumers. Cultural intelligence provides a strategic edge in international advertising.
7) Example: Google's "Reunion" ad tells the story of two friends separated during the
partition of India and Pakistan who are reunited decades later with the help of Google
Search. The ad captures the emotional significance of family and reunion, which are
deeply ingrained in Indian culture.
8) Example: IKEA customizes its product offerings and marketing strategies to suit the
cultural preferences of different countries. For example, in its stores in the Middle East,
IKEA provides prayer rooms and offers furniture designs that cater to Islamic customs
and traditions.
19. Advertising and youth / how the representation of youth has changed over time
➔ 1) Advertising aimed at the youth segment is considered highly influential, given their
global similarities in taste, interests, and attitudes across various domains such as music,
fashion, film, video games, and technology.
2) Marketers globally are invested in understanding the preferences and motivations of
youth consumers, given their complex nature. Despite their focus on money and career
prospects, a significant portion of Gen-Z also values spirituality for providing clarity in a
chaotic world.
3) The youth demographic exhibits a strong affinity for American culture, driven by
access to satellite TV and the internet. Icons with global appeal, such as Britney Spears
for Pepsi or athletes like Tiger Woods and Michael Jordan for Nike, often feature in
advertisements targeting youth, leveraging the universal language of music, movies, and
sports to connect with them.
4) Example: Red Bull's marketing campaigns frequently feature extreme sports athletes
participating in adrenaline-pumping activities like skydiving, snowboarding, and
skateboarding. These ads appeal to the adventurous spirit of youth and promote Red Bull
as a brand associated with energy, excitement, and thrill-seeking.
5) Example: Apple's advertising campaigns for the iPhone often feature sleek and stylish
visuals, showcasing the device's cutting-edge technology and functionality. These ads
typically appeal to the tech-savvy youth demographic by highlighting features like
advanced camera capabilities, gaming performance, and social media integration.
6) Example: Spotify's advertising campaigns focus on the platform's vast music library
and personalized playlists, targeting youth who are passionate about music and digital
streaming. These ads highlight features like curated playlists, personalized
recommendations, and access to exclusive content, appealing to music lovers and
trendsetters.
7) Example: Adidas Originals' advertising often celebrates street culture and urban style,
featuring young influencers and artists from the hip-hop and fashion communities. These
ads showcase the brand's iconic sneakers and apparel in trendy urban settings, resonating
with youth interested in streetwear and urban culture.
20. B2B advertising

➔ 1) Business-to-business (B2B) advertising refers to marketing efforts aimed at promoting
products or services from one business to another. B2B advertising targets businesses,
organizations, or professionals as the primary audience rather than individual consumers.
2) These advertisements often focus on addressing the specific needs, challenges, and
interests of other businesses while showcasing the value proposition of the advertised
products or services.
3) B2B advertisers establish credibility and authority by demonstrating expertise and
thought leadership in their respective fields. Advertisements may feature case studies,
white papers, or testimonials from satisfied clients to showcase the advertiser's
knowledge, experience, and track record of success.
4) Example: HubSpot's inbound marketing campaigns position the company as a thought
leader in digital marketing and sales. Through blog posts, webinars, and downloadable
resources, HubSpot provides valuable insights and guidance to B2B marketers,
establishing itself as a trusted resource in the industry.
5) B2B advertising focuses on demonstrating the return on investment (ROI) and tangible
business value that the advertised products or services deliver to other businesses.
Advertisements highlight cost savings, revenue growth, efficiency gains, or competitive
advantages achieved by using the advertiser's offerings.
6) B2B advertisers prioritize relationship building and trust with potential business
clients. Advertisements focus on establishing rapport, fostering long-term partnerships,
and building trust by highlighting the advertiser's reliability, transparency, and
commitment to customer success. Example: Cisco's "The Network. Intuitive." campaign
emphasizes the importance of trust and reliability in networking solutions.
7) B2B advertisers employ a multi-channel marketing approach to reach business
audiences across various touchpoints. Advertising channels may include industry
publications, trade shows, digital platforms, email marketing, and direct mail campaigns,
tailored to the preferences and behaviors of B2B decision-makers.
8) Example: LinkedIn's advertising platform enables B2B advertisers to target
professionals based on job title, industry, company size, and other criteria. LinkedIn ads
allow B2B marketers to reach decision-makers and influencers with relevant content and
offers, maximizing the effectiveness of their campaigns.
21. Consumer advertising and its types.

➔ 1) Consumer advertising is messages paid for by companies and delivered through mass
media. The objective is to inform or persuade consumers of the merits of your brand and
products.
2) Consumer advertising is distinct from trade market or business-to-business ads
presented to business buyers. Unlike business-to-business advertising, consumer
advertising often relies more on emotion than reason.
3) Example: Apple's "Shot on iPhone" Campaign: Apple's "Shot on iPhone" campaign
showcases stunning photographs and videos captured by iPhone users. The campaign
highlights the quality of iPhone cameras and encourages consumers to unleash their
creativity with Apple products.
4) Example: Oreo's "Dunk in the Dark" Tweet: During the 2013 Super Bowl blackout,
Oreo seized the moment with a real-time marketing tweet that read, "Power out? No
problem. You can still dunk in the dark." The clever and timely tweet went viral,
garnering widespread attention and praise for Oreo's quick wit and brand agility. The
tweet exemplifies the power of agile marketing and social media in capturing consumer
attention and driving brand engagement.
5) Types of Consumer Advertising :-
a) Generic Advertising- Generic advertising focuses on promoting a particular
product category without specifying a particular brand. It aims to create
awareness and interest in a product type rather than a specific brand. For example,
an advertisement promoting the benefits of drinking milk without mentioning any
specific dairy brand falls under generic advertising.
b) Product Advertising- Product advertising highlights the features, benefits, and
uses of a specific product offered by a company. It aims to persuade consumers to
purchase that particular product. Example: Detergent companies like Tide, Surf
Excel
c) Brand Advertising - Brand advertising focuses on building and enhancing the
image, reputation, and recognition of a brand. It aims to create a positive
association with the brand in the minds of consumers. An example of brand
advertising is Coca-Cola's "Open Happiness" campaign, which emphasizes the
emotional connection and joy associated with the Coca-Cola brand.
d) Range Advertising- Range advertising promotes multiple products or a range of
products offered by a company within a specific product category. It showcases
the variety and diversity of products available from the brand.
e) Corporate Advertising- Corporate advertising focuses on promoting the overall
image, values, and reputation of a company rather than specific products or
services. It aims to establish the company's identity and build trust and credibility
with stakeholders.
f) Retail Advertising - Retail advertising promotes products or services offered by
retail establishments, such as stores, supermarkets, or online retailers. It aims to
attract customers to the retail outlet and drive sales.
g) Co-operative Advertising- Cooperative advertising involves collaboration
between a manufacturer or supplier and a retailer or distributor to jointly promote
a product or brand. Both parties share the costs and benefits of the advertising
campaign.
22. Change in the broadcasting style and content in post liberalization society.
➔ 1) The transnational channels utilized the consumer (audience) market with varied and
niche contents for profiting from the media industry. American shows and regional
language channels began to address India's linguistic diversity, reflecting the changing
preferences of the audience.
2) Doordarshan is bound to follow the objectives of Prasar Bharati Act 1990 that goes
along the same line with those before the liberalization era. While Doordarshan adhered
to specified social objectives in content creation, private satellite channels operated
without such constraints, following general self-regulation codes issued by the
government.
3) The emergence of private channels transformed news broadcasting into an essential
commodity, competing with traditional platforms like Doordarshan by offering more
attractive content and formats.
4) Globalized and liberalized media had a profound impact on Indian society, influencing
economic, cultural, moral, and identity aspects, particularly among the middle class.
5)Exposure to foreign television programs and advertisements influenced youth and
children as well as the empowering or disempowering of the rise of popular culture on
women, sparking debates about the potential erosion of local culture in favor of Western
influences.
6) In many studies concerning the impact on culture, the main criticism observed is the
possible immersion of local culture and expansion of foreign or western culture.
Additionally, exposure to television programmes is culturally important as there is
acceptance of the cultural changes by the liberal-minded urban and rural middle class.
7) This is followed by a new cultural identity leading to “loss of one’s language, customs
and traditions”. Another impact is that the middle class sections, women, the sections of
society who have been treated as ‘low’ castes are increasingly reconsidering their
lifestyles and practices in contemporary India.
8) The liberalization era witnessed revolutionary changes in the field of media in India
with an emphasis on market-driven objectives and functions.
23. Social benefits of advertising.

➔ 1) Advertising stimulates employment opportunities, generating income and ultimately
leading to an increase in per capita income.
2) Moreover, it fosters innovation by encouraging product development and
diversification, thereby providing consumers with a wider array of choices and enhancing
awareness levels within society.
3) Additionally, advertising supports the media industry by contributing about 60% of its
costs, facilitating the dissemination of information and knowledge.
4) It can be concluded that the effects of advertising on society come in mixed forms,
depending on the purpose and execution of various campaigns. However, society as we
know it is based very heavily upon advertising, and the negative social and economic
impact are not serious enough to outweigh the many positive social and economic effects
on our society.
5) The field of advertising contributes different benefits to different fields of activities
and to different segments of the market. For instance, To consumers, ads provide basic
communication to inform them about products. Ads motivate consumers by various
appeals. The welfare role of ads is also important.
6) Ads generate an increase of sales, help build brands, enhance the institutional image
and help the growth of the economy. The social responsibility of advertising has
increased. It sustains the media.
24. Gender bias/ gender roles in ads.

➔ 1) Gender bias and gender roles in advertisements are influenced by societal expectations
and cultural norms regarding the roles of women and men. Gender roles define the
expected behaviors and responsibilities based on one's gender, shaped by the dominant
cultural standards.
2) In international business and advertising, understanding the societal expectations of
women's roles is crucial. In Westernized societies like Europe and the United States,
significant strides have been made towards gender equality in the past century. Formerly
confined to roles as homemakers and wives, women now have opportunities in various
career paths and even hold leadership positions.
3) Some societies, such as the Bribri of Costa Rica, Garo of North-East India, and
Nagovisi of New Guinea, are matriarchal, where property inheritance and family names
are passed down through women.
4) In India and Pakistan, women share business responsibilities with men but face
limitations in political leadership. Traditional Islamic countries often segregate women's
business activities and advertisement depictions, with some countries prohibiting the
portrayal of women altogether. Saudi Arabia, for example, women cannot appear in ads,
while in Malaysia, sleeveless attire is frowned upon.
5) Conversely, countries like Sweden and Norway have implemented gender-neutral
policies, such as paternity leave, to promote gender equality. Understanding the
Masculinity-Femininity Index is essential for comprehending gender roles across
different cultures.
6) Example: Nike's "Dream Crazier" Campaign: Nike's campaign features female athletes
breaking barriers and defying expectations in their respective sports. The ad encourages
women and girls to embrace their ambitions and challenge societal norms.
7) Example: Always "End Period Poverty" Campaign: Always launched a campaign to
raise awareness about period poverty and advocate for access to menstrual products for
all women and girls. The ad highlights the importance of breaking taboos surrounding
menstruation and ensuring equal opportunities for everyone.
8) Example: Gap's "Be the Future" Campaign: Gap's campaign celebrates gender
diversity and inclusivity by featuring children of various genders and backgrounds
expressing themselves authentically. The ad promotes acceptance and celebrates
individuality, regardless of gender identity.
25. Changing role of older generation in advertising

➔ 1) With significant spending power and a growing demand for a variety of products and
services, brands across different sectors are increasingly turning their focus towards the
senior citizen consumer group, often referred to as boomers (above 60 years old).
2) This segment, which has been largely overlooked by marketers preoccupied with
targeting millennials or GenZ, is now becoming a key demographic for many companies.
3) Technology and service providers like WhatsApp, PhonePe, and telecom firm
Vodafone Idea (Vi) have started featuring senior citizens in their advertising campaigns,
showcasing them using chat apps or video conferencing services.
4) There has been a noticeable shift in attitude within this segment, with more senior
citizens leading active, healthy, and productive lives well into their 60s. Marketers are
gradually recognizing this change in consumption patterns, particularly as the pandemic
has prompted older adults to embrace technology to navigate daily life.
5) For example, in August, Flipkart-owned digital payment platform PhonePe launched a
campaign featuring a grandfather making his first online DTH recharge through the
mobile wallet.
6) Example: Advertisements for SilverSneakers, a fitness program designed for older
adults, showcase seniors participating in exercise classes, strength training, and social
activities. These ads emphasize the importance of staying active and connected in
retirement, promoting SilverSneakers as a supportive and inclusive fitness community.
7) Advertisements for senior travel services like AARP Travel highlight vacation
packages, discounts, and travel benefits available to older adults. These ads appeal to
seniors' desire for adventure and exploration in their retirement years, promoting travel as
a rewarding and enriching experience.
26. Retail advertising and purpose of retail advertising.

➔ 1. Retail advertising is a marketing strategy that aims to promote products or services
offered by businesses that sell directly to consumers. Retail advertising can be divided
into local and national advertising.
2. The retail advertiser focuses on bringing customers into the store for their shopping
needs, while the message appeal of brand advertisers attempts to build demand for a
specific brand that may be available at a number of retail outlets.
3. Another characteristic that makes retail advertising unique is immediacy. Unlike brand
advertising Retail advertising is meant to drive store traffic and increase sales
immediately.
4. Products advertised in retail ads are intended to be purchased that day or within 2-3
days. Sales results can be observed within hours after the advertising hits the media, and
effectiveness can be evaluated within days rather than the weeks or months that national
brand advertisers must wait.
5. Media used for retail advertising: Local newspaper- supplement for a particular region,
public transport/ transit, direct mailer to regular consumers, email marketing,
notifications/ SMS, TV commercials, radio ads, catalogs.
6. Example: IKEA's Catalog Ads: IKEA is famous for its innovative and quirky
advertising, particularly its catalog ads. These ads often feature clever visuals that
highlight the functionality and affordability of IKEA's furniture and home decor items.
7. Example: Walmart's Everyday Low Prices: Walmart's advertising focuses on their
promise of everyday low prices. Their ads often highlight specific deals and discounts on
popular products, emphasizing the value that customers can expect when shopping at
Walmart.
Purpose of Retail Advertising :-
a) To sell the establishment.
b) Attract customers to the premises and, in the case of a shop, increase what is
known as ‘store traffic’ or ‘footfall’ that is the number of people passing through
the shop. If they can be encouraged to step inside, they may possibly buy
something lured by the visual merchandising and interior decor, which they would
not otherwise be tempted to buy.
c) To sell goods, which are exclusive to the store. Some retail distributors are
appointed dealers for certain makes, e.g., the Ford dealer. Others, such as
supermarkets, sell ‘own label’ or ‘private label’ goods, which manufacturers pack
in the name of the retailer.
27. Internet Advertising or Digital Advertising or what are the new ways of advertising
or how advertisers use digital platforms for advertising.
➔ 1. The word “media” applies to many things in the 21st century, from mass media to
news media, and traditional media to the many emerging forms of digital media.
2. The term comes from the Latin ‘medius’ or ‘medium’, which means “the middle
layer.” Media is an expression that brings some type of information or entertainment from
one body to another.
3. Before the advent of the digital age, the most popular forms of media were what we
now call analog, or traditional media: radio, newspapers, magazines, billboards, journals.
Now, the technological revolution has brought with it many new types of media that now
play a major role in disseminating information and entertainment to populations around
the world.
4. Digital advertising is promotional material delivered to a target audience through
digital platforms, including social media, email, search engines, mobile apps, affiliate
programs, and websites.
5. One of the main benefits of digital advertising is that an advertiser can track in real
time the success of the campaign. The goal of digital advertising is to inorganically
advertise where consumers are and to customize ads to the target audience’s preferences.
6. Example: Google's Search Ads: Google is a pioneer in digital advertising, particularly
with its search advertising platform, Google Ads. Businesses can create text, display, and
video ads that appear in Google search results and across the Google Display Network.
7. Example: Apple's YouTube Advertisements: Apple is known for its high-quality video
advertisements on YouTube. These ads often showcase the features and capabilities of
their latest products, such as iPhones, iPads, and MacBooks. Apple's YouTube ads are
visually stunning and effectively convey the brand's message of innovation and creativity.
Types of Digital Advertising :-

a) Display Advertising : Display advertising is the use of web banners or banner
ads placed on a third-party website or blog to drive traffic to a corporate website
and increase product awareness. These banners consist of static or animated
images, as well as interactive media including audio and video.
b) Affiliate Marketing : Affiliate marketing is a form of online advertising where
advertisers place campaigns with a potentially large number of publishers, who
are only paid media fees when the advertiser receives web traffic. Web traffic is
usually based on a call-to-action or measurable campaign result such as a
submitted web form or sale.
c) Social Network Advertising : Social network advertising is a form of online
advertising found on social networking sites such as Facebook,, Instagram.
d) Mobile Advertising : Mobile advertising is generally carried out via text
messages or applications.This presents a cost-effective way for brands to deliver
targeted advertisements across mobile platforms daily.
e) Influencer Advertising : Businesses that invest in social media advertising also
partner with influencers on various social media networks. Influencers carry
immense value because they have the trust and respect of your target audience,
which means they can recommend products or services with success.
28. Mobile advertising and influencer marketing.

➔ A) Mobile Advertising :-
1) Cell phone advertising is the ability for organizations and individuals to advertise
their product or service over mobile devices. Mobile advertising is generally
carried out via text messages or applications.
2) The obvious benefit of mobile advertising for brands is that mobile devices such
as smartphones are usually close to the owner throughout the day.
3) This presents a cost-effective way for brands to deliver targeted advertisements
across mobile platforms daily.
4) Example: Uber: Uber effectively utilizes mobile advertising through various
channels, including in-app ads and push notifications. They often promote special
offers, discounts, and new features to encourage users to book rides.
5) Example: Starbucks: Starbucks leverages mobile advertising through its mobile
app and loyalty program. They send targeted push notifications to app users with
personalized offers, rewards, and promotions.
B) Influencer Marketing :-
1) Businesses that invest in social media advertising also partner with influencers on
various social media networks.
2) Influencers carry immense value because they have the trust and respect of your
target audience, which means they can recommend products or services with
success.
3) Compared to other digital advertising channels, influencers adopt a different
pricing model. For example, an influencer may have a flat-rate fee based on their
number of followers or engagement rates on posts. Or they may charge your
business on the performance of your sponsored posts.
4) Example: Pepsi and Beyoncé: Pepsi teamed up with singer Beyoncé for a
multi-year endorsement deal that included commercials, print ads, and sponsored
events. Beyoncé's partnership with Pepsi extended beyond traditional advertising,
with the brand sponsoring her concert tours and music videos.
5) Example: Nike and LeBron James: Nike has a long-standing partnership with
NBA superstar LeBron James, collaborating on signature shoe lines, apparel
collections, and marketing campaigns. LeBron's influence extends beyond
basketball, making him a powerful ambassador for Nike's brand values of
athleticism, perseverance, and social activism.
29. Detailed note on financial advertising.

➔ 1) Financial advertising encompasses marketing efforts by financial institutions,
including banks, investment firms, insurance companies, and credit card providers, aimed
at promoting their products and services to consumers.
2) These advertisements often focus on building brand awareness, educating consumers
about financial products, and persuading them to make informed decisions about their
finances.
3) Financial institutions use advertising to build brand recognition and establish a positive
brand image in the minds of consumers. Advertisements may highlight the institution's
values, commitment to customer service, and reputation for reliability and
trustworthiness.
4) Example: American Express's "Don't Leave Home Without It" campaign is a classic
example of brand-building advertising in the financial sector. The campaign emphasized
the convenience and security of using American Express credit cards, reinforcing the
brand's image as a trusted provider of payment solutions.
5) Financial advertisements often focus on promoting specific products and highlighting
their features, benefits, and competitive advantages. These ads may target specific
consumer needs, such as savings accounts with high interest rates, credit cards with
cashback rewards, or investment products with attractive returns.
6) Example: Capital One's "What's in Your Wallet?" campaign effectively promotes the
features of Capital One credit cards, such as cashback rewards, no annual fees, and
personalized account management tools. The campaign encourages consumers to
consider Capital One for their financial needs.
7) Financial institutions leverage digital and social media platforms to reach a wider
audience and engage with consumers online. These ads may include sponsored content,
targeted ads, or interactive campaigns designed to drive website traffic, generate leads, or
increase brand engagement.
8) Example: PayPal's digital advertising campaigns on social media platforms like
Facebook and Instagram effectively target tech-savvy consumers interested in online
payments and digital wallets. These ads showcase PayPal's convenience, security, and
versatility in handling financial transactions.
30. Old economy and new economy.

➔ A) Old Economy :-
1. Businesses were organized by product units, placing emphasis on being
product-centered rather than customer-centered.
2. Their primary focus was on profitable transactions, prioritizing financial
scorecards to evaluate success.
3. Shareholders were the main stakeholders of concern, with marketing efforts
primarily geared towards customer acquisition.
4. There was a lack of measurement for customer satisfaction
5. Brands were built predominantly through advertising strategies.
6. Companies often over-promise and under deliver on their products or services,
leading to potential dissatisfaction among consumers.
B) New Economy :-
1. Businesses adopt a customer-centric approach by organizing themselves around
customer segments rather than product units.
2. The primary focus shifts towards the lifetime value of customers, emphasizing
long-term relationships over one-time transactions.
3. Companies also consider marketing scorecards alongside financial metrics to
evaluate performance comprehensively.
4. Stakeholders, including customers, employees, and communities, become central
to decision-making processes.
5. Marketing responsibilities are distributed across all levels of the organization, and
there's a heightened emphasis on customer retention strategies.
6. Companies actively measure customer satisfaction and retention rates to gauge
success.
7. Brands are built through performance rather than just advertising, with a focus on
delivering beyond expectations.
8. The new economy prioritizes under promising and over delivering to ensure
customer delight and loyalty.

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12 marks :-

1. Hofstede dimensions - case study

● Socio Cultural Parameters/ Cultural Indices :-

● Socio Cultural Parameters/ Cultural Indices :-

● Socio Cultural Parameters/ Cultural Indices :-

2. Social Marketing - (qno.4)

1. FDI (Foreign Direct Investment) before and after liberalization.

3. Difference between FERA And FEMA.

B) FEMA (Foreign Exchange Maintenance Act) :-

4. Effects of policy change in a liberalized economy.

6. Note on Cross Cultural advertising with examples.

7. Change in the buying pattern post liberalization.

8. Product packaging for the international market.

10. Advertising and pop culture.

11. Explain the term 'go global, act local'.

13. Present the economic issues and their impact on advertising.

14. Representation of women in contemporary advertisement.

15. Representation of women earlier and now in ads (compare).

16. Controversial Advertisement

17. Positive and negative effect of ads on children

18. Importance of Culture in international advertising.

20. B2B advertising

21. Consumer advertising and its types.

23. Social benefits of advertising.

24. Gender bias/ gender roles in ads.

25. Changing role of older generation in advertising

26. Retail advertising and purpose of retail advertising.

Types of Digital Advertising :-

28. Mobile advertising and influencer marketing.

29. Detailed note on financial advertising.

30. Old economy and new economy.

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