Even statistics prove the same, for even if we consider the fact that online advertisement segment would grow to a whopping Rs.9.5 billion by 2011, it still would look puny in contrast to television and print media which are all set to skyrocket to a spectacular Rs.519 billion & Rs.232 billion by the year 2011 respectively. Sure enough, online advertising holds a few promises, yet for making them look real, the media needs more attention from the advertising fraternity. As Priya asserts, “Creative people should spend much more time on the medium and try to understand it better. Adequate attention, effort, time & resources are required to take ahead this medium of online advertisement.” Sure enough, if Wanamaker was alive today, he’d surely know which part of his advertising investments to blame for that “one-half of wasted advertising budget!” 4Ps

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Source : IIPM Editorial, 2008 ,

An Initiative of IIPM, Malay Chaudhuri and Arindam Chaudhuri (Renowned Management Guru and Economist)