Abstract: Now days, customers have become very demanding in today’s competitive market as they have a wider range of products and services to choose from. Since they have become very demanding, they are always in need of real, useful and trustworthy information about new products and services. They also want this information to be displayed to them in a ways which require creativity and execution. Advertisements these days over exaggerate facts, make the content melodramatic and cast actors as experts, and this reduces the credibility of the product or service that is being advertised. Parallel art is a new form of advertisement that is known for its simple and trustworthy content that is demanded by the customer. This paper gives a conceptual view of parallel art and gives suggestions and new ways which can be implemented by advertisers to capture the attention of the customer.
Keywords: Advertisements, competitive market, melodramatic, customer.
Title: ADVERTISERS EXPERIMENTING WITH THE RATIONAL PSYCHE OF THE CONSUMERS
Author: Arsh Bhatia, Roshan Suresh, Vikram Jain
International Journal of Management and Commerce Innovations
ISSN 2348-7585 (Online)
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