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Treat online as no different from the TV medium: CVS Sharma

While talking about the online spend by FMCG (fast moving consumer goods) companies, CVS Sharma, senior vice president and director, Arc Worldwide, the integrated marketing arm of Leo Burnett, has said, “There are some who still believe in ending a TV ad with a log on to www.abcd.com and participate in ‘khelo’ and ‘jeeto’, which serves no purpose. The 3,000 entries that happen do not merit the ad space wasted. Neither are they using their TV spot effectively, nor are they maximising their online presence.”

While talking about the online spend by FMCG (fast moving consumer goods) companies, CVS Sharma, senior vice president and director, Arc Worldwide, the integrated marketing arm of Leo Burnett, has said, “There are some who still believe in ending a TV ad with a log on to www.abcd.com and participate in ‘khelo’ and ‘jeeto’, which serves no purpose. The 3,000 entries that happen do not merit the ad space wasted. Neither are they using their TV spot effectively, nor are they maximising their online presence.”

“Our advice to FMCG marketers is to treat online as no different from the TV medium. No one is going to buy a 50 paise candy by logging on to a website. Maximise campaign visibility using interesting creative hooks at various digital media touch points. If you have a target of 5,000,000 views for a TV ad, similarly, see how many views your banner ad / microsite can generate,” CVS Sharma has added. [Source: Afaqs]

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