Document Type : Original Research Paper


The School of Business and Management, University of Gloucestershire, Cheltenham, United Kingdom.


Purpose: The aim and objective of this report is to identify the benefits of interactive communication channels and to advice the FMCG business on how these new methods are better than the conventional methods.
Design/ Methodology/Approach:  In this research article facts about advertisement and its effectiveness were collected from different surveys conducted by various agencies. Mainly secondary data is used for this research. The present conceptual paper also demonstrates   the previous literature and findings.
Findings: For FMCG business, Interactive communication channels are far better than traditional methods and they create brand awareness and brand differentiation among other FMCG brands. Although traditional methods have their own advantages but their effectiveness could not be measured, while it is possible in case of modern methods of advertisements. Moreover, people are becoming more accustomed to modern methods due to advancements of technologies.
Research implications/limitations:  This research will provide guidelines to managers and policy makers of FMCGs Corporations on effective use of all types of communication channels to increase their sales. This research has various limitations. It is only conducted on secondary data. To fill this gap future research can be conducted on primary basis. Only few formats of communication were discussed in this paper. More advanced formats (e.g. Enhanced Text) could be explored in future research by specifying any region or circumstances.
Originality/value: Considering the previous literature on advertisement and communication channels, this research study provides the conceptual comparative analysis of traditional channels of communication and Modern tools of communication for selling of any product particularly FMCGs products. This study depicts the usefulness of modern technological tools in todays world in both retail and FMCGs businesses.