The Marketing Communication Dilemma: India versus Bharat | Authored by Dr. Umashankar Venkatesh
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What will happen if the likes of Amazon; Flipkart; AJIO - stop advertising in conventional media such as - network television, magazines or newspapers in a country like India? That is a moot question, which is not easily decipherable.Compared to digital media, accountability or measuring return on marketing investment (ROMI) is relatively subjective in any of the conventional mass media, which has driven marketers increasingly to digital media – as it promises better targeting of communication along with perfect measurability.
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