• Dr. Shanti Swaroop Chauhan

To throw light on what is happening in the innovative advertising market, this research is, about investigating the current state of innovative advertising, key challenges faced by ad buyers and sellers, companies’ overall maturity in adopting innovative advertising, and their future plans. As part of this effort, the researcher spoke with executives at some of the largest and most influential ad agencies (representing major brands) and sellers (including programmers, Multichannel T.V Programs, publishers, Advertising agencies,) in India. This research findings shows that, despite increasing their focus on innovative advertising, increased return on Investment for ad buyers and higher revenue for ad sellers remain ambiguous. Innovative advertisement plays with external stimulus that arouses sleeping needs which results arising ‘inner demand ‘among prospective buyers. The TV networks charges for the commercials airtime during the popular TV events. One of the event like IPL match which is the rich and most prominent source of advertising event on television. Ultimately the viewing of advertisements, leads to different stages of decision-making process as identification of alternatives, evaluation of alterative, purchase decision and post purchase behaviour. Generally, advertising fills ‘consumer information gap’. Overall creative advertisements generates positive evaluative outcomes (e.g., brand attitude) and behaviour (e.g., word-of-mouth and sales). Hence, the specific meaning of advertisement is attributed to consumer engagement and it is viewed from different angles, either through divergence point of view or relevance point of view. Today it is a challenge to secure the effectiveness of advertisement that gets the consumers’ attention and shape their attitudes and behaviour. And the one and only suggested way to deal with challenges is creativity. Advertising industry professionals and research support this notion that what makes advertising effective is called creative excellence

Innovative Advertisement, Brand Attitude, Consumer Attention, Creative excellence

"POSITIVE EVALUATED OUTCOMES:ANALYZING THE FUTURE OF INNOVATIVE ADVERTISEMENT ", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.5, Issue 6, page no.545-554, June-2018, Available :http://www.jetir.org/papers/JETIRC006097.pdf

"POSITIVE EVALUATED OUTCOMES:ANALYZING THE FUTURE OF INNOVATIVE ADVERTISEMENT ", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.5, Issue 6, page no. pp545-554, June-2018, Available at : http://www.jetir.org/papers/JETIRC006097.pdf