Every era is built on a guiding principle that creates a way forward in terms of lifestyle and business management, just like the globalization and the Internet defines the era we live in with regards to our life style in all aspects. The writer disagrees with the statement of John Wanamaker, in view of the fact that marketing be it in the early 19th century or today needs promotion to connect with the consumers on an emotive level amid competition, thus creating a subliminal presence and that will help in selecting the brand product or service when required for consumption, also the promotional tools differ a lot than the one’s available in John’s era.
In spite of the traditional promotional tools such as TV advertisement, print media and outdoors losing their significance, in view of the new age digital promotional tools i.e. social media channels, TV, print and outdoors are still utilized as initial points to create maximum impact points for the consumers to influence the purchasing decisions (Danyl, 2015).
According to Rotimi Orimoloye (2014), traditional advertising should always be the key for campaigns and digital and online mediums needs to complement the promotional campaign effectively, the article also points to the fact that promotion in the days of John Wanamaker was totally different, since the usage of TV and Radio was niche and not wide spread.
It is important to understand that the notion regarding promotion being a waste of resources, is an issue that inherently concerns the people using it, i.e. the marketers and the advertisers (Dan, 2010), and as aptly mentioned by Dan in his article, the advertising world is still stuck in the Action, Interest, Desire and Action (AIDA) model, that was mentioned in 1896 for personal selling and not advertising.
References
Danyl, B. (2015). What influences purchase of your product or service? Smart Insights. Retrieved from http://www.smartinsights.com/marketplace-analysis/consumer-buying- behaviour/what-influences-purchase/
Dan. (2010). Here’s your missing half, Mr. Wanamaker. Advertising Planning. Word Press. Retrieved from https://danlandin.wordpress.com/2010/02/22/heres-your-missing-half-mr- wanamaker/
Rotimi, O. (2014). Wanamaker: A Question of Advertising Waste. LinkedIn Pulse. Retrieved from https://www.linkedin.com/pulse/20140713163550-204796909- wanamaker-a-question-of-advertising-waste
