Advertising is necessary to establish a brand and to increase the sale of the products. Media planning is an important phase of any advertising campaign. The purpose of this study was to determine the media types used in the advertising industries in India and in the U.S. Media professionals from five Indian advertising agencies and five U.S advertising agencies were interviewed to find out the media selection in both countries. The identification of media was then followed by the comparison of media selection in India and the U.S. The secondary research was carried out to find out media environment in both countries, which included information about the number of newspaper titles published, TV channels, and radio stations in both countries. The media selection depends upon different factors such as cost, geography and demographics. The secondary research was carried out to find out the differences in geography, demographics and culture between India and the U.S. The TV medium is the most important medium for advertising in both countries. Radio advertising is used in both countries but has become stagnant in India. The Internet is in its initial growing stage in India; however, in the U.S., the Internet has become the second most important medium. The major difference was found in the state of print media in India and in the U.S. In U.S., the use of print media is declining, but, in India, it is widely used for advertising. Other media types such as mobile, out-of-home, and social media are used in both countries, but the degree of the usage is different. The secondary research showed that the media environment in both countries is different. The number of newspaper titles is more in India than in the U.S. The number of TV stations is more in the U.S. than in India. The geographical area of the U.S is more than that of India, but the population in India is more than the population of the U.S. There are different ethnic groups in both countries. The literacy rate in the U.S. is more than India. There are differences in the cultures and etiquette. These factors affect the media selection and, thus, there are differences in media selection between both countries.

Library of Congress Subject Headings

Advertising media planning--India; Advertising media planning--United States; Comparative advertising

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Document Type


Department, Program, or Center

School of Media Sciences (CIAS)


Sorce, Patricia


Note: imported from RIT’s Digital Media Library running on DSpace to RIT Scholar Works. Physical copy available through RIT's The Wallace Library at: HF5826.5 .P68 2013


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