Answer the following Case Study and answer the question.
Marketing in India is undergoing a sea change. Internet advertising has increased its market share. Whenever we check our email or watch a You Tube video advertisements are bombarded in between. Due to proliferation of mobile phones & data consumption Internet advertising has come of age. Even OTT channels, TV Channels are viewed on mobile phones. Therefore companies have to change their marketing strategies. The use of social media platforms like Facebook, Instagram, Twitter, Whatsapp & Linkedin has increased, but it is not free from limitations. There are many objections against advertising such as it add to cost, undermines social values, confuse buyers etc.
What changes have companies made in their advertising strategies?
Answer & explanation
Correct answer: option 4
The correct answer is Option (4) → They are using more of internet advertising
Option (1) They are using more TV channels for advertising — Incorrect. The passage only says TV channels are now watched on mobile phones. It does not say companies use more of them.
Option (2) They are using more print media for advertising — Incorrect. Print media is not mentioned in the passage.
Option (3) They are using more word of mouth channels — Incorrect. Word of mouth is not mentioned in the passage.
Option (4) They are using more of internet advertising — Correct. The passage says: “Internet advertising has increased its market share” and “Therefore companies have to change their marketing strategies.” So the change is a shift towards internet advertising: ads on e-mail, You Tube, OTT channels and social media.
NCERT (2026-27 Edition): “(iii) Technological Environment: Technological environment includes forces relating to scientific improvements and innovations which provide new ways of producing goods and services and new methods and techniques of operating a business. For example, recent technological, advances in computers and electronics have modified the ways in which companies advertise their products. It is common now to see computerised information kiosks, and World Wide Web multimedia pages highlighting the virtues of products. …” |