YES. Because consumer durables includes Furniture, White Goods, Car & many more things which people use for long term & it is used on a daily basis. And in every home there are these products. To tap the market & make the product a brand, multiple media for advertising is necessary. And in the new era of retailing & new technology giving births to new breeds of different products, firms have to use multiple media not only to make awareness about the Products which can make their life easy, but also to educate the people on the latest happenings in the sector. E.g. Furniture – Durability (Price conscious) & Interior Gadget (Rich People) White Goods – Discounts, Offers, Technology, Easy Finance, Services. What matters is how one uses Media to its fullest extent!!
By
JOGINDER SINGH CHANDNANI, MMS Student (IES MCRC, Bandra)
| 01 03 2011 15:28:25 +0000
yes!!!!!!!!!! i agree to sujatha...........
By
Rohit , Analyst, IBM INDIA
| 12 29 2010 10:02:02 +0000
Yes, cost constraints aside, for a wider reach multiple media is not a choice but perhaps the only way since different sectors of clients have access to different media at any time.
By
David , Parts Manager, Ferrari/Maserati Spa and Bentley UK
| 12 28 2010 12:37:21 +0000
In case of an adequately entrenched market with competitive / quality / service pressures in abundance , the maximum thrust works. All proddings and teachings that can reach the channel and customer will matter .
By
Vivek Kumar Gupta, Director Sales and Marketing, Aeroto Boldrocchi India Pvt. Ltd
| 12 20 2010 05:27:48 +0000
Yes it is essential when a new product or brand or service is being launched. Once the quality of the Product, Brand or service is good than limited advertisement or promotion is enough. One need not keep on bugging the buyer with publicity that tells him that he is being served better. the customer shall follow the seller once he/she is happy with them...
By
Mohana Varma, Head - Corporate Planning/Strategy, Technology Consulting
| 12 20 2010 03:55:18 +0000
I support Sujata completely in the favouror of using all suitable Media for marketing and related activities. This is a primary requirement today in the fast paced consumer world. Today's consumer is benefitted in the earning and enjoying the livelihood only by learning and awareness. Media brings across not only awareness for knowing whats new and good but also what it feels is good in the social cause of its larger benefit to the society.
By
Sumeet Saluja, Sr. Manager, FIITJEE Ltd.
| 12 19 2010 19:13:59 +0000
Yes, to make the public aware of latest products with updated technology and to know all the features better, multiple media advertising is necessary for Consumer durables but the same is not applicable for consumables like broom stick, salt and other low cost items.
By
Ramakrishna Siddam Setty, CEO/MD/Director, A Private Limited Company
| 12 19 2010 16:33:20 +0000
Yes. To have wider and reach all multiple media advertising is necessary.
By
Cyril S M, General Manager & Head - Marketing - High Mast, Bajaj Electricals Limited
| 12 19 2010 11:51:20 +0000
any ad-strategy should definitely involve multiple channels to obtain leverage
By
DrBaskar , DIRECTOR, C G Institute of Mangement Studies
| 12 19 2010 01:57:00 +0000
Absolutely an inevitable action needed by corporates to be 'IN ALL' which may help them to target even untapped sectors
By
DrBaskar , DIRECTOR, C G Institute of Mangement Studies
| 12 19 2010 01:54:46 +0000
Most important thing in this is, the category of the product, secondly, the market where it is exisisting, thirdly, what is the creative platform it has with its positioning, considering the competition it has, what is the main take the end viewer or reader or observer gets at the end of it. If it justifies all the main parameters then with strong preposition it could be made viable solution for the brand to hit the market. Of course the budget should not be the constrain as most of the client I have come across so far, feels very offended or cueless as to why an agency ask for the budget. There is lot of positivity in this aspect of budget, which I feel the advertiser should not feel awkwerd considering the media he uses. Infact, multiple media is the vehicle used by all the big brand busters. It is quite necessary at this point of time where at times we need to spoon feed the end target audience
By
R.Hariharan Subramaniam, Account Director, Genesis Advertising
| 12 18 2010 16:18:38 +0000
yes, i agree with sujatha's points
By
Asadullah M.S., Concept - Buying Head, FMCG Non Food, Non Food, & Wine & Spirits
| 12 18 2010 13:06:07 +0000
yes- certain media is effective for one group of customer and other media is for another group; once the target customers are identified its better to target the same with diff media.
By
S T Desai, Director, Modern Plastics Co
| 12 18 2010 10:32:48 +0000
Yes
By
Sachin Kumar, Legal Adviser
| 12 18 2010 09:11:21 +0000
Yes but within feasible limits.
By
Pramod K Srikanth, Project Engineer, Studio H2O Corp
| 12 18 2010 08:24:11 +0000
Yes, I second the idea. In today's world the consumers are scattered at different places & situations. So we need to use behave like Roman in Rome.
By
Kashif Billal, Training & Induction Manager, H&M Hennes & Mauritz
| 12 18 2010 08:16:54 +0000
The pupose of advertisement is to reach potential customers.This can be for a new product or to expand market share.Maximising the reach will help higher sales.Logically,Multiple media is required for this.
By
MANI SUNDARAM, EXECUTIVE DIRECTOR CORP, Super Auto Forge ltd
| 12 18 2010 08:12:40 +0000
Yes, it supports
By
Onkar Datt Sharma, Manager (Technical), Retired
| 12 18 2010 07:54:24 +0000
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The logics against would have to be driven by the nature of the market , product , end use. If the intent of use is in a small market with limited opportunities for contact and connect , the most optimal needs to be used.
By
Vivek Kumar Gupta, Director Sales and Marketing, Aeroto Boldrocchi India Pvt. Ltd
| 12 20 2010 05:25:36 +0000
In my opinion with high competition in consumer durables what is required is to draw the customer to the distribution channel and provide inputs at the retailer level will help to a large extent. He or she can be made to experience the product.
By
Krishnamurthy Prabhakar, Professor, Velammal Engineering College
| 12 19 2010 05:34:43 +0000
plz advts less and decrease product cost
By
shah rukh, Project Engineer
| 12 18 2010 16:10:17 +0000
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