Traditional media remain the darling

Then there are also companies from the travel, FMCG, consumer durables & automobile sectors that have thronged the internet. But here again, all smiles to the online advertising fans fade away with one truth, that even for these very sectors, traditional media remain the darling. Priya Raj, famous strategy and branding consultant elucidates, “For certain categories like FMCG or consumer durables, online alone may not play a very important role because the entire audience they want aren’t found online. So they have to use traditional media to reach out. So for them, the internet is just an addon medium...” To this Sridhar further adds, “Online advertisement is a great support medium. However, it is never used as stand alone medium for campaigns!” So there you are – the truth is that unless a miracle happens, for the present (and even in the near future), traditional media and insufficient internet penetration will force online advertising in India to remain just an... “add-on!”


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Source : IIPM Editorial, 2008

An IIPM and Professor Arindam Chaudhuri (Renowned Management Guru and Economist) Initiative