Consumer electronics major LG will not reduce its ad spend
in India despite a difficult economic environment.
The company will spend Rs 6 billion on advertising, the same
as last year, as it targets sales growth of 25 per cent.
are only reallocating spends to a certain extent. While on
television it will remain the same, we will spend slightly
less on print and focus more on digital this year," LG
India senior VP marketing L.K. Gupta tells Indiantelevision.com.
will up its digital spend by 50 per cent.
Explains Gupta, "We always look at efficiencies and we
are seeing good response from the digital platform.
a slowdown scenario, LG realises that fewer consumers are
willing to buy and defer their discretionary purchases. The
short term focus for LG will, thus, be on achieving in-store
will be geared to give consumers a better experience inside
the store via display, demonstration and branding visibility
for flagship products. At the same time, advertising will
be more streamlined to deliver higher efficiency within the
same budget. This will impact the media choices in print and
TV media. Digital media, which plays an important role in
the consumer decision journey of searching and evaluating
products, will be given a bigger share to have an early influence
on potential buyers," says Gupta.