A STUDY ON ADVERTISING STRATEGY OF FAST MOVING CONSUMER GOODS (FMCG) SECTOR IN INDIA - WITH SPECIAL REFERENCE TO TRICHY DISTRICT

Advertising developed mainly in twentieth century. The development of technology and research brought sophistication in advertising in recent decades. It has developed significantly after Second World War. After 1950, television became the important medium of advertising. Advertising business changed with the business environment. It is rarely a stable business. Fast Moving Consumer Goods (FMCG) are more in demand and frequently purchased by customers. These goods include all Consumable goods (other than pulses and grains) and consumers buy at regular intervals in small quantities. SWOT Analysis applied to measures the Advertising Strategy of FMCG Sector. Both Primary and Secondary sources of data were utilized for the study. Primary data was collected by means of administering a questionnaire to the customers and advertising manager. Secondary data had been collected from various publications, periodicals, journals, etc. Convenience sampling technique was used for the survey. Questionnaire filled by the selected respondents. The sample size selected is 200. The study concluded that the companies are used the media as a mode of promotion for the FMCG products and tough competition is being faced by the company in market, media planners should be more careful in giving message to the customers.