Will haphazard surveys and questionable findings continue to drive the Rs 10,000 crore print advertisement industry? Or are there alternatives available to this, asks Manajit Ghoshal, CEO, Mid-Day Infomedia. INS has taken steps in the right direction to set this anomaly right by constituting a committee to give guidelines for such surveys to the National Readership Study Council, which conducts the NRS.
It has been the most shocking tragedy that Mumbai has ever seen, and this city has had its horrific share of terrorist activities. S Yesudas, CEO, RK Swamy Media Group, urges the advertising fraternity to come together to help the kin of the brave non-officer ranking policemen on duty and others who lost their lives at locations like CST/Cama Hospital.
Indranil Datta, Vice President-Knowledge, Mudra RADAR, provides a holistic view on the rising popularity of reality talent shows on the leading GEC channels. He analyses TRP data and marketing efforts behind these shows to show what has made some of them more successful than the others.
Obsolescence is inevitable. According to writer and advertising professional Anand Kurian, there is real obsolescence and then there is artificial obsolescence. For marketers, creating artificial obsolescence becomes an effective persuasive marketing tool that can help create repeat buyers.
Vijay Singh, MD, 41 Sercon, writes that large format events are intriguing business – they tend to be larger than life, much talked about, much visited and even glamorous. However, there are very serious business objectives behind the creation of these ‘events’.
Balki has over the years made a demonstrable difference to Lowe’s creative product. And yet it does seem that Balki and a host of others have been discriminated against if media reports are to the believed. The issue is not about servicing versus creative. Nor is it about money. It is about who matters and whether they should be ignored, writes Ramanujam Sridhar, CEO, brand-comm.
In these days of crowding options, are brand endorsers on the losing end for their restrictions in brand hopping? They have the money but no choice. And, I have the freedom but no means to exercise it. The paradox comes alive in the views of Anant Rangaswami, Director, Event Management Development Institute.
Subjected to continuous scrutiny by the markets, most companies are becoming alive to the need to emulate best practices of market players rather than operating in a vacuum, writes Sushil Bahl of Nirma Institute of Management, Ahmedabad, in the latest 'Viewpoint'.
Staying clear of the finger-pointing fraternity, Swapan Seth, CO-CEO of Equus Red Cell, doffs his hat to the campaign that has generated much heat. It's a terrific idea executed with perfect timing, he says. Seth comes out blazing with his views on the campaign in this week's Viewpoint.