The ploy of native advertising

Abstract

It has always been the creativity and vividness that capture the attention of humans. Intuitively, it is the nature of living creatures to be interested in novelty owing to various reasons. At the bottom line, everyone wants new and innovative things which bring a sense of change along with them. In this competitive world, everyone wants to be ahead of all and gain potential value for themselves. In the arena of marketing management, advertising is one aspect that tries to keep businesses ahead from competition and receive value from the society. Better the advertisement, better the message delivered. When the message is properly communicated through an advertisement, it is called the creation of the value for the product or service that is being advertised. Advertising is one of the core aspects of marketing. It lays emphasis on building a brand and communicating the brand. Notwithstanding that, the advertisement is a subset of marketing, which has evolved over time from just promoting the product among the masses to standing out from the competition. It is an influential tool that persuades consumers to spend money on a product. The earliest type of advertising practices are direct males and personal sales. With the emergence of the Printing-press in the 15 th century and the discovery of Television in the 1900's has become major milestones for the advertising segment. However, the digital age has witnessed more drastic changes within the concept of advertisements. This paper attempts to put forward the idea and nature of Native advertising which is trending in the current era of digital networks.