Media can also influence the consumer buying decision process. “Advertising may directly influence a consumer’s brand evaluation through such cues as celebrity endorsements and music, even without providing any explicit information” (Vani 11). As technology becomes more innovative, buyers in rural areas have the ability to connect with more developed urban areas where toothpaste is used more frequently. Advertising has become more competitive in promoting products through mediums such as the internet, television, and radio. Rural areas in India are being urbanized which also leads to growing information access and availability.