It’s good but why doesn’t it work

“Half the money I spend on advertising is wasted. The trouble is, I don’t know which half,” said John Wanamaker, a man once hailed as one of the world’s first modern advertiser. Though John was relatively unhappy with the prevailing medium of advertisement during the 19th century, the state of today’s marketers is no different, especially those dealing with the slaphappy medium of ‘online advertisement’! And the irony is – they still don’t know which half! But hey, the ‘online’ brigade would surely tout the most recent online ad-campaign of Maruti SX4 as being the final stamp on its relevance, wouldn’t they? To the product’s credit, much before you actually saw the new Maruti SX4 zipping through the city streets or placed most fashionably in a showroom, you’d have seen it or heard about it many a time before... through television commercials, newspapers, magazines, on the radio or perhaps even on billboards! And yes, Maruti also did invest in the much hyped online advertising medium.

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Source : IIPM Editorial, 2008

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