© 2018 JETIR June 2018, Volume 5, Issue 6 www.jetir.org (ISSN-2349-5162) JETIRC006097 Journal of Emerging Technologies and Innovative Research (JETIR) www.jetir.org 545 POSITIVE EVALUATED OUTCOMES:ANALYZING THE FUTURE OF INNOVATIVE ADVERTISEMENT Dr. Shanti Swaroop Chauhan Assistant Professor, Joseph School of Business Studies SHUATS Abstract:-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 a nd 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. Key Words: Innovative Advertisement, Brand Attitude, Consumer Attention, Creative excellence. 1.1 Introduction Advertising is how a company tempt to buy their product by showing the good rather than bad of their products. The best means of addressing this challenge is to tell better and more universal stories to draw consumers in that is, to develop engaging advertisement by thinking and transporting consumers in narrations (Wang.J. & Calder, B.J. 2009; Wentzel.D, Tomczak.T.& Herrmann.A 2010 as cited in Adaval.R, Robert.S & Wyer Jr. 1998). With the beginning of economic liberalization, in India during 1990 attracted more market and service oriented and expanding the role of many foreign investment in Indian economy. The new entry of foreign investors connected with the struggle of traditional Indian corporate to survive in the market resulted, increase in volume of advertisements and now the media is full of advertisements of brands having tough competition in the market Paul.J (2001). The, Indian advertising industry has grown from a small scale business to full- fledged industry. As electronic media gained popularity with different channels and increased use of internet dueto information technology, has created a situation of rising clutter of creative advertisements. Due to these factors, the advertising industry of India is projected to be the fastest growing market in Asia after China. The Government of India has supported tremendously, due to which advertising expenditure is increasing and developing more favorable business environment. In effect this has become advertising industry real challenge now, not only that but to make the advertisement make more lively and realistic approach towards the product or services and more presentable so that it can touch the senses of the audience, that’s why the selection of appropriate creative strategies in adsis important. These situations making the advertisement industry to face more intricate and challengeable environment along with creating special professional condition. At present the advertisements for any product or services is so much that it sometimes misdirects the consumer to behave differently while purchasing. Consumer got confused regarding purchase decisionmaking due to forced exposure towards advertisement. The non-relevant advertisements createdoubts in the minds of consumers about the genuineness and reliability of products. Sometimesconsumers are biased through the advertisement and develops trust on the product/service during the stages of decision making process, and they didn’t get at end as shown in the advertisement. Consumers felt they are exploited by the advertisers as well as by th e company, the net effect of advertisement, is that a major portion of society’s resources are misdirected towards unproductive sources. The Times of India which is highly circulated daily newspaper of country earns very high revenue from advertisement prints in every single day. But it’s about, how manyads do we remember. None, That’s a waste of money. Therefore, the broad concern of the study is to minimize the communication risk from view point of the advertising agencies and to minimize the advertising wastage both resources and money, from the point of view of client companies.