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Proceedings of the 2021 International Conference on Research in Management & Technovation

Annals of Computer Science and Information Systems, Volume 28

An Investigation Into Movement Of Advertising Expenditure Of India In The Backdrop Of Covid-19

DOI: http://dx.doi.org/10.15439/2021KM47

Citation: Proceedings of the 2021 International Conference on Research in Management & Technovation, Vu Dinh Khoa, Shivani Agarwal, Gloria Jeanette Rincon Aponte, Nguyen Thi Hong Nga, Vijender Kumar Solanki, Ewa Ziemba (eds). ACSIS, Vol. 28, pages 105109 ()

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Abstract. The purpose of this paper is to examine the relationship between GDP growth rate and growth rate of advertising expenditure and to analyze the advertising expenditure in different media with special focus on 2020 pandemic period. Secondary data was used for this study which was obtained from Economic survey 2020-21, Pitch Madison Report 2021 and Pitch Madison Advertising Report 2020. It was found that advertising expenditure moved in tandem with GDP and different media had experienced a major change in their share in total advertising expenditure. The study estimate an increase in advertising expenditure with growth in GDP in future.


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