Statistically speaking, we have noticed a continuous drop in FM radio listenership numbers and significant growth in Internet usage at the same time. This clearly indicates that people are spending more time on the Internet and hence, quitting traditional radio sets. Increased usage of music sites also told us that audience are not tired of music, but just spending more time on the Internet.

exchange4media Staff Sep 4, 2012 12:00 AM

We have travelled a long distance in the last 26 years. The confidence in ASCI among the public and the government has been enhanced substantially. It has been very good. Plus, in the last year we have achieved a lot. We have introduced the National Advertising Monitoring Service (NAMS), which looks at all new ads appearing in the country in print and TV.

exchange4media Staff Aug 31, 2012 12:00 AM

“OOH has an important role in generating brand awareness and salience metrics from a brand building point of view. OOH is also a great place for innovation; it provides the flexibility to bring alive the brand proposition in a unique and distinctive way.”

exchange4media Staff Aug 22, 2012 12:00 AM

BTL engagement is something that radio stations have arm-twisted themselves into because of weak on air offering. It’s more of a value addition to make up for what the on-air product lacks – a strong engagement with the listener. We focus on our on air solutions as powerful engagement avenues for advertisers.

exchange4media Staff Aug 21, 2012 12:00 AM

Digital is an integral part of everything that we do, and has been for a while. If you produce a great TV spot, but don’t bother to design the next step of the interaction (and it’s increasingly likely to be a digital interaction), then that’s a huge waste of everybody’s time and money.

exchange4media Staff Aug 17, 2012 12:00 AM

RoI can also be return on Ideas or Inspiration or Insight. We believe that we lead people to trust our products due to which they spend their money on our products. Therefore, it is our responsibility, as marketers, to utilise consumers’ money properly by initiating marketing activities that engage our consumers for longevity of the brand

exchange4media Staff Aug 10, 2012 12:00 AM

Mobile is a new medium for advertisers; therefore it is challenging to convince them. However, because the number of users is growing significantly, advertisers are interested in the medium. There is a lot of content on web and mobile which is being consumed by over 100 million users.

exchange4media Staff Aug 6, 2012 12:00 AM

For us, it is ad revenues clubbed with activation. Activation helps us a lot because we are the only player in the state who can do activations in a very short span of time. The revenues have grown in the range of 15 per cent to 20 per cent. Since per second slot selling is not so easy nowadays, one needs to club one’s revenues with activation.

exchange4media Staff Aug 6, 2012 12:00 AM

Real estate is a sector that has 100 per cent consumer penetration, which is a good thing, but about 95 per cent of the sector is unorganised. Using this as an opportunity, we are looking at smart planning for our innovations which is light on our pocket yet effective. Innovations have to be done with effective planning or else there are chances that it might fall flat.

exchange4media Staff Aug 6, 2012 12:00 AM

The explosion of new media touch-points such as social media and mobile phones has given the External Relations function new opportunities to drive advocacy amongst consumers. Social media enables us to have greater and potentially deeper relationships with more consumers in more parts of the world. We are very engaged in all areas of digital communications from mobile to what have become more traditional sites such as Facebook.

exchange4media Staff Aug 6, 2012 12:00 AM

Our marketing strategy has been the same; there has been no shift in our marketing strategy. The culture in our company is that we stay on brands, we are not chasing ratings for ratings’ sake. So, the viewer has no surprises; if the viewer comes to us and is expecting something, he will get that. We have loyalty among viewers and we have grown in rating and we managed to establish ourselves.

exchange4media Staff Jul 27, 2012 12:00 AM

One needs to structure an agency based on advertisers’ needs. We can’t tell our client that we will give you only creative because we are a creative boutique after knowing that his need is one-stop solution for his marketing or business problem. It’s like selling a golf club without a putter.

exchange4media Staff Jul 20, 2012 12:00 AM

Back in 2006, when we entered the world of digital signage, it was poised to be the next big thing in the advertising industry. Screens seemed to be mushrooming around us; but something seemed to be hampering this otherwise beautiful growth story. Looking back, we now know that the Indian market simply was not ready to take on this modern medium. Despite the scale that some DOOH network operators had achieved, advertisers did not seem to buy in convincingly and sustainably.

exchange4media Staff Jul 16, 2012 12:00 AM

We don’t want to be a television news channel which gives news of its own interest and delivers news of what others are doing it. Fresh news in a neutral form and delivering it in an unbiased way is in itself a niche way. We try to look at every aspect of the news and get into the minds of the people.

exchange4media Staff Jul 13, 2012 12:00 AM

<p align=justify>Relationships don’t get built over cocktails, they get built over work. Every employee in JWT Delhi has an attitude of doing the best for their client. So there is a commitment, purity of purpose, intent which is not coming from a short term goal. Our clients have appreciated our work and we are proud of that. We will continue to win and lose campaigns – it’s part of the business. But we will continue to be on the growth trajectory and do better than other agencies. </p>

exchange4media Staff Jul 6, 2012 12:00 AM

Globally, Hiring Solutions is our largest market. In India, both Marketing and Hiring Solutions businesses are growing. Hiring Solutions is unique and disruptive. There is nothing of this kind in this space, so we are leading in this space. We are attracting a lot of advertisers to the digital medium who were never present on this medium before.

exchange4media Staff Jul 4, 2012 12:00 AM

There have been a lot of conventional companies and categories advertising on radio. Sports has become a very big category – whether it is IPL or any other major sports activities. Also, petroleum companies such as BPCL and Reliance have joined the radio bandwagon. Moreover, car rentals and a lot of service related products are looking at radio. All this clearly points that radio is fast becoming a medium of choice.

exchange4media Staff Jul 2, 2012 12:00 AM

The advertising business is starved of creative talent. The younger generation, fresh out of B-Schools, wants to actualise fast. One should come to advertising to accept it as an intellectual challenge and not for money. I would say, ‘Come to advertising if you have the talent’.

exchange4media Staff Jun 29, 2012 12:00 AM

<p align=justify>India TV is at the take-off stage as far as other projects are concerned. We have infrastructure in place from where we can start six channels. We are expanding into new media and are exploring possibilities in training and research. We are ready for execution of our plans and are waiting for the cable digitisation process to get underway. </p>

exchange4media Staff Jun 22, 2012 12:00 AM

We prefer to focus on internet and social media marketing all year round as it targets the online user and helps convert them to online shopping. For eBay India, we recently launched our integrated marketing campaign ‘Want it. Get it’, which includes a series of TVCs where eBay is positioned as a ‘want satiator’. Along with that, we have also rolled out multi-media and OOH campaigns.

exchange4media Staff Jun 14, 2012 12:00 AM