MARKETING is about connecting with your potential customers and communicating the
right message, at right time, in right language, using right media.
Most marketing failures are due to:
1) Not understanding your target group’s attributes viz. their language of communication, their
requirements, their best time to reception of your communication, their medium to communicate with
2) Improper communication viz. wrong message, complicated message, diluted message, ineffective
3) Improper integration of communication channels viz. unbalanced selection of communication
media, improper use of shortlisted media, under utilization of shortlisted media etc.