Trust in Advertising: A Study of Indian Youth

Abstract

India, which is treated as one of the highest growing economies in recent times is considered as the best market for companies offering any kind of product. To succeed in the market, the marketers will have to offer the best marketing mix. Promotion or Marketing Communication is considered one of the most important marketing-mix tool which plays a crucial role in any company’s success. Advertising is one of the popular and most preferred forms of marketing communication among marketers. With changing business scenario, many new forms of communication is being used by Indian marketers like personal selling, direct marketing, publicity, public relations etc., but still advertisements are leading this race. Keeping it in mind, the authors have attempted to study the level of trust of Indian viewers in advertisements.