K.R.Subramanian
We live in a world of continuous and dynamic changes. Business Environment causes these changes and many of them are irreversible. Marketing is as old as history and is characterized by the changing needs of a society in a mode of rapid changes. We need to accept social changes whether we like it or not because that is what society wants. Social changes have been taking place ever since the known history of man. These changes have affected the way we live. From a person to person selling to the development of the Marketing concept the customer and consumer requirements have taken precedence over the decision of Producers to decide what is to be produced. Marketing has gone through a full circle to come back to where it started; the individual consumer who wants what he likes. The Consumer preferences of course, are influenced by societal developments. The efforts of marketers have continued to sell their products and service in ways most appealing to consumers. Advertising and Promotion have always played a role in shaping consumer attitudes to products and services. Consumer attitudes are shaped by social changes. This paper tire to analyze the impact of social changes on the advertisement and promotion of products.
Societal changes, changing needs and expectations of consumers, marketing focus changed, but the full circle has come back to focus on the consumer, Advertisement and promotion have influence consumer preferences.