Skip to Navigation

Amitava Chattopadhyay


Amitava Chattopadhyay
Emerging Market Multinationals - Amitava Chattopadhyay


When Advertising is Just a Waste of Money

INSEAD Knowledge

Watching the recent cricket test match between India and England on TV in India, I was staggered at the level of advertising repetition I experienced. During one hour, I decided to keep track of the commercials aired. The brands and the number of times they advertised during the hour period are below.

As one can see, 17 different brands advertised during the hour. These brands covered a broad range of categories across products (e.g., Blenders Pride, CEAT and Panasonic) and services (e.g., Amazon and McDonald’s), as well as domestic (e.g., Idea, Fogg and Kent) and global (Axe, Google and Suzuki) brands. Of the 17 brands that advertised, 11, or a whopping 65 percent, aired their ads three times or more, with Gionee, the Chinese mobile phone maker showing the exact same “creative” a mind-numbing seven times during the hour!


Coverage at INSEAD Knowledge

Read On


  Dec 2, 2016 | In the Media




THEMES

 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 

SHARE




PREV


NEXT


Thoughts?

 


Recent Tweets



Mon, 10 Dec @ 12:20 am

Blue jeans frog! https://t.co/dWVObHQVj8

via Instagram
Mon, 10 Dec @ 12:17 am

Tiger heron. https://t.co/AHbMM0yuIS

via Instagram
Mon, 10 Dec @ 12:13 am

Another gorgeous Costa Rican butterfly. https://t.co/QqPhzZsApN

via Instagram
Sun, 09 Dec @ 11:56 pm

Another gorgeous Costa Rican butterfly. https://t.co/YTywhx8zmp

via Instagram
Sun, 09 Dec @ 10:42 pm

Tiger heron. https://t.co/A0ucsW0sPM

via Instagram
Sun, 09 Dec @ 09:52 pm

Blue jeans frog! https://t.co/CxOIbiQe0F

via Instagram

  Close About Papers Cases Books Teaching Musings Media Gallery Ask Amitava