Top Story


Home >> Media - Others >> Article

Is advertising over-valued these days, experts debate at CII Marketing summit

Font Size   16
Is advertising over-valued these days, experts debate at CII Marketing summit

The two-day CII fifth Marketing Summit which concluded on Thursday, saw huge participation from management students and professionals. The second day witnessed a heated session on whether advertising was over-valued these days. The panelists included Subroto Chattopadhyay, Executive Director, Pepsi Foods, Sunil Lulla, Executive Vice-President, Sony Entertainment Television, and Piyush Pandey, Group President and National Creative Director, O&M.

The panelists dwelt on the relationship shared between client, advertiser and media. Said Lulla, “When the client comes to us asking how we would slot an advertisement, we tell them to concentrate on the advertisement and we will make sure that it is placed perfectly for the masses to see.” He observed that advertising is a mix of style and gyan. “Both the halves can make it work,” he said.

Pandey argued that advertising, in the current scenario, “is so undervalued that one has to depend on MBAs”. With the help of some brilliant commercials, Pandey said, “Let us not underestimate the consumer. It is perhaps too much of gyan that has resulted in poor campaigns.” He emphasized that the problem with MBAs was that they try to logically decide everything and back it with research. “There is a limit to this gyan,” he argued.

Chattopadhyay, on the other hand, claimed that the purpose of business was to create and retain consumers forever. “Perhaps it is the pressure-situation that forces clients to logically analyse the situation and go for easy ways to reach out to the masses. Most of the times, marketers tend to avoid hard yards of PR, direct marketing, merchandising etc.”

The last session dealt on the effectiveness of industrial marketing. The panel included Rupin Jayal, VP, JWT, Yogesh Agarwal, President, Ballarpur Industries and Subodh Bhargava, Chairman, Wartsila (India). The upshot of this session was that industrial marketing was certainly not a road less travelled, but a road that has not been enough visible and glamorous.


Our typical marketing budget is usually 10 per cent of the topline spend

There are some forces impacting the way our business works. The IT/ITeS sector has changed tremendously. Platforms like Twitter have made everyone journalists. Smartphones have made everyone a photographer. The trend that we are seeing is one of hyperdigitalization, which is causing the lines between product and services to blur. For example, <a href=

The OOH sector is among the fastest growing, globally. Brands and marketers have realized its potential and impact and begun to craft medium-specific adverts. Self-regulation is not only necessary but also essential to growth of the sector. The industry needs to exercise a certain level of this self-restraint to prove its commitment to maintaining the best standards in advertising.

<b>Clients are looking for experiential solutions beyond radio or print: Abraham Thomas, Radio City 91.1 FM</b><br><br> From entering new markets to launching large format events, Radio City 91.1FM has been on a roll. The radio channel recently announced the launch of India’s biggest singing talent hunt-Radio City Super Singer Season 8. Earlier this year, the channel set up its own creative-cum...

Under the watchful eye of Walt Disney, Bindass undergoes brand repackaging with a fresh new show ‘Dil Buffering’ simulcast across its linear and social media platforms on September 29 and will launch...

Apart from the mandate for the first project which is the Ashiana Town in Bhiwadi, Tomorrow and InterTwined will deliver brand solutions across film, print, radio, outdoor and activation besides provi...

Despite advertising picking up after a slow Q1, regional FM players still feel that the lingering effect of GST, RERA, demonetisation will still make its impact felt during the upcoming festive quarte...