The Hindu Business Line : Print advertising of ACs up 11%

LG Electronics had a 21 per cent share of the AC advertisement pie in print, followed by Voltas Ltd and Mirc Electronics with 15 per cent and 14 per cent share respectively.

LG Air Conditioners topped the list of AC brands advertised in print during the four-month period. It was followed by Voltas Air Conditioners and Samsung Bio Sleep. Of the total advertisement volume, non-retail and retail advertising of air conditioners stood in the ratio of 95:5.

During January-April ’08, the top five advertisers accounted for 70 per cent share of overall advertising of air conditioners in print, the study said.

The non-metro newspapers accounted for a 63 per cent share of the total, followed by the metro and mini metro newspapers with 25 per cent and 12 per cent share respectively.

Sales promotional ad campaigns for ACs during January-April 2008 was 1.7 times that in the same period last year.

Finance schemes and multiple promotions together accounted for 81 per cent share of the total number of sales promotional ad campaigns of air conditioners used in print during the period under review. During 2007, print advertising of air conditioners saw a drop of 1 per cent compared to 2006. According to the study, Godrej Eon Air Conditioners, the Panasonic Envio P2 and the LG Intelloeye were the top new brands advertised in print during January-April 2008.

Related Stories:
Print advertising of summer cool products down 25%
AC advertising on TV up 49% in Jan-April

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