Advertising & Economy - XVI

 One could think of many more such products and services. All these provides challenges not merely for communication for social changes, but also for marketing products and even creating acceptance of concept from well established and marketed and advertised products. In a dual society such as ours, advertising too would have to play a dual role. There is the disposable surplus of the 'super-haves' and 'have-somes', some 2.7 crore people. For then advertising would naturally play the role of encouraging higher levels of consumption of a variety of goods and services. At another level are crores of people who are on the fringe of this ,market or well outside. Development is meant to bring all these people into the consumption market over a period of time. Here advertising can encourage socially productive utilization of the disposable surplus, and better utilization of limited resources. Advertising could help change social behavior patterns as well. Such advertising would be a direct input in development as it would motivate large sections of the population and help them take their destiny in their own hands and build their future.

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