Go to home page
  Home Our core belief Our Creatives   Milestones   Testimonials   Contact Us
Fountainhead Communications - Our core belief
 
   
   
Our core belief  
   
Fhc Whither Advertising?   Fhc How are we different?

Most marketers are today facing decreasing returns on mass-media spend – turn where you will in marketing-dom, there is disillusionment about classical marketing adages not working any more. One business magazine went so far as to ask on it’s cover page, ”Is Marketing Working?”

Examples abound of excessive exposure of one message by a brand - to no apparent incremental gains. Or seeing an ad in a medium where its core target can never get to see it. All this only leads to even greater anxiety and uncertainty about which part of a brand’s advertising is working – and how well. No wonder, mass-media budgets were enhanced by a mere 4% in 08-09, as compared to 21% in 07-08; clear indication that marketers are forced to experiment with alternative media.

Why is this happening?

The two defining reasons for this are :

(A) Fragmentation of Customer Attention, as is clear from the decadel table below:

1986

 

1996

 

 

  • Newspapers
  • Broadcast TV
  • Magazines
  • AIR Radio
  • VCRs
  • Eight Track
  • Movies
 
  • Newspapers
  • Magazines
  • Satellite TV
  • Cable TV
  • AIR Radio
  • Cassette Tapes
  • Walkman
  • VCR
  • PCs
  • Console Video
  • Games
  • PC Video Games
  • Movies
   

2006

  • Newspapers
  • Magazines
  • E - mail
  • Satellite TV
  • Cable TV
  • AIR Radio
  • FM Radio
  • CD Player
  • PCs
  • Internet
  • Cell Phone
 
  • DVD Players
  • Satellite Radio
  • Mp3 Players
  • iPod
  • Blogs
  • Online Video Games
  • Mobile Internet
  • Internet Cafes
  • Console Video
  • Games
 
  • PC Video Games
  • MMORP Games
  • Mobile Ga