The Carrier AC Round-the-Clock advertising campaign which was launched in the summer of 2017 reminds me of the time when I was studying marketing management a long time ago. The gentleman who was teaching us happened to mention about a similar campaign for an air-conditioner brand which introduced 24 hour service to its customers way back in the 1960s. What was being communicated was that if your AC were to stop working or malfunction at any time of the day or night you could call up the company and they would send a technician to repair it. The company introduced this service to have a competitive edge. The result was that the idea flopped; the simple reason for this was that, if your AC stops working in the night, you would not want to call the service centre to have it repaired, you would simply switch the fan on and go to sleep. Why would you want the technician at your home in the middle of the night? That was the reason why
