ViewPoint

In this delightful article, Mythili Chandrasekar, VP and Executive Planning Director, JWT Chennai, traces and defends the role of media and advertising in the Indianisation of the globe despite all the whining about the globalisation of India.

exchange4media Staff Jun 1, 2006 7:57 AM

S Yesudas, Director, Initiative Worldwide, Jakarta, proposes a simple tracking mechanism to provide for quality of exposure among the same base of audience measurement sample, besides TVRs, called SIT (Single-source Impact Tracker).

exchange4media Staff Jan 19, 2006 8:11 AM

Rajul Kulshreshtha, GM, GroupM Team LG, makes out a strong case for bringing accountability in the media industry. As he says, despite a whopping Rs 9,000 crore spend, there is no accountability of whether the money was well spent.

exchange4media Staff Nov 9, 2005 8:16 AM

In this Pulse report, Kishore Chakraborti, AVP and Director, Consumer Insight, McCann Erickson, takes a look at how the profile of women has been changing over time.

exchange4media Staff Jul 16, 2005 8:33 AM

With the Indian television audience increasingly turning off to commercial breaks, there has been growing confusion among the advertiser community to choose the right break that would ensure the maximum reach. PV Narayanmoorthy, CEO, Asia Pacific, Carat, shares his views on commercial break viewing.

exchange4media Staff Jun 9, 2004 7:19 AM

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.

exchange4media Staff May 31, 2004 7:17 AM

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'.

exchange4media Staff May 17, 2004 7:24 AM

Mantra for a successful business has ever been the USP. But, in an oversupplied economy, only customers' feelings drive purchase decisions. 'In an economy plagued with abundance in everything, business no further runs on the selling proposition, rather customers' feelings,' says Suresh Dinakaran, President, Communicate, Dubai.

exchange4media Staff Mar 12, 2004 6:46 AM

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.

exchange4media Staff Feb 11, 2004 6:22 AM