The total spending on advertising will not decline in the

The total spending on advertising will not decline in the short term, in fact it will grow. In Indonesia the real ad expenditure growth has been 20 - 25 percent per annum. This is because most Asian economies are still developing and the service sector is still growing. Some of the media channels may experience a decline in advertising spend as more channels become available. For example advertising in cinema may decline as cost of production of making ad films for cinema advertising is very expensive.

What are the most affective advertising media these days?

Word of Mouth is the most effective media. This does not literally mean one person telling a friend about a brand. It can be achieved in many ways using new technology such as SMS and e- mails. The point is if the message is received from someone known to the consumer, more likely it will be taken seriously.

While TV is still the king for its speed of creating awareness and reach, there are many niche channels that are more effective in creating sales. For example beauty parlors have been used effectively for increasing sales of hair and cosmetic products.

Point of Purchase (POP) advertising is also more effective now, especially in the modern trade environment and a brand can swing the purchase in its favour by some interesting advertising