Why Dabur won't risk reducing TV advertising, explains Rajiv Dubey

New Delhi: Dabur is unwilling to experiment with reducing television advertising for its established brands, even those enjoying high consumer awareness, because the risk of weakening them outweighs the value of testing how they perform without it. "Our objective is to build brands, not weaken them by deliberately stopping advertising on TV to see what happens," said Rajiv Dubey, Head of Media at Dabur. In an interaction with BestMediaInfo.com, Dubey argued that advertisers should pay as much attention to what consumers remember as to how many people their campaigns reach.

“Exposure is not…