Advertising Gone Wasted
Half the money I spend on advertising is wasted; the trouble is I don’t know which half – a quote attributed to John Wanamaker, a 19th century US merchant, stands true for many ad campaigns even today. I saw a couple of ads where 100% money was wasted and I think the advertisers have no clue.
The following ad appeared in a Georgetown newspaper trying to reach South Asians with a divine public service message. Besides the models standing on the wrong sides of the flags, the ad targeted a geographical area where hardly any South Asian live. Can you guess how many South Asian families live in Georgetown? According to my findings, THREE, yes THREE. 
The above advertisement ran several times in a wrong medium putting thousands of $$$ down the drain and it was public money intended for a good cause 
Another ad by a Grocery store used religiously incorrect image to convey their message. Sans the image, the print ad was good, with a big image, bold and consistent caption, right message and vehicle for connecting with South Asians, majority of whom are new immigrants in settling-in phase and are looking for bargains. 
Many South Asians are either Hindu or Muslims. Most Hindus do not eat meat and most Muslims eat Kosher meat. So you bet, trying to convey that you get fresh grocery at low prices with a piece of meat will not turn most South Asians on.
The market is big enough now, businesses and government want to reach South Asians and have money to invest; the need is to pursue it seriously. Advertisers need to work with consultants who know both Marketing and the market. Experts who can develop and expand communication campaigns into targeted market segments considering the nuances for each segment. The organizations with half-hearted approach will continue loosing money and opportunities.
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