 | Guest Article: Kishore Chakraborti: Building a brand from scratch
Marketing | A successful brand building strategy involves innovative applications which can differentiate even the most mundane of products, ensuring that consumers are willing to pay a premium for it... read more |
| Guest Article: Vinay Kanchan: Leading in Creative AD
Advertising | How does one lead a revolution, where the destinations are hazy at best, and no trusted model of corporate behaviour seems apparent?... read more |
| Guest Article: Sandhya Srinivasan: Successful ideas, like inventions, go beyond the Eureka! moment
Advertising | How some brands survive through time, generations and are future ready, too... read more |
| Guest Article: Vineet Singh Hukmani: The truth about radio audience measurement
Media Publishing & Radio | Do we tend to favour the audience measurement system in which we are performing better?... read more |
| Guest Article: Sameer Rao: How movies work on satellite television
Media Publishing & Television | Broadcasters select movies for satellite TV based on parameters that are very different from just the box-office performance of the film... read more |
| Guest Article: Niret Alva - Of things real and not
Media Publishing & Television | Frankly, reality TV is here to stay; muscle is on fiction and kicking up a big fuss every few months... read more |
| Guest Article: Sarabpreet Bedi: Move over pester power, teen consultants are here
Marketing | Today's teens don't pester any more. To the contrary, their informed voice is guiding their parents with brand choices, even when it comes to big money decisions... read more |
| Guest Article: Vikas Singh: IPTV -- It all Ads up
Digital & Online Marketing | Addressable advertising over IPTV has significant advantages over traditional TV advertising, for consumers, advertisers, and service providers... read more |
| Special: The Sound of the Brand
Advertising | Although there has been a decline in jingles in India, as in the rest of the world, the use of songs in commercials persists. Also new ways of using sound are proliferating... read more |
| IRS Special: The merger of NRS and IRS is welcome
Media Publishing & Print | The merger of the two bodies, NRS and IRS, is nice; but one has to take an impartial and dispassionate look at both... read more |
| IRS Special: There should be one dependable survey
Media Publishing & Print | A single survey means less conflicting claims from publishers and more transparency for advertisers to base their decisions on... read more |
| IRS Special: Can a single currency system survive for long?
Media Publishing & Print | What is at play here is our culture-driven need for an opposing point of view. A consensus may be comforting and practical to some, but highly unnerving to others... read more |
| IRS Special: One survey or two? The issue is one of affordability
Media Publishing & Print | We must apply our energy, focus and money to make one survey more meaningful to the users rather than create confusion and confrontation... read more |
| Guest Article: VS Mani: The New Indian 'Wo-Man'
Marketing | From the 'angry young man' of the 70s, he has evolved into the 'charming rascal' who can lightheartedly sail through the modern system, enjoying and also sharing the spoils with his loved ones... read more |
| IRS Special: The losing focus of marketers
Media | Most marketers are caught up so much with managing brand shares that sometimes they tend to lose focus of the consumer. That is where corporate franchising helps... read more |
| IRS Special: It's a losing battle for the highest-circulated publications
Media Publishing & Print | The cliched approach of bidding for the highest-circulated, or read, publications is no longer popular... read more |
| IRS Special: Numbers alone do not explain everything
Media Publishing & Print | There is a need for marketers to take a nuanced view of the data generated by IRS... read more |
| Guest Article: Anuj Mehtani: Losing Fantasy...Getting Real
Advertising | As fantasy takes a backseat, marketers need to rethink how to use reality to communicate the brand promise to consumers... read more |
| IRS Special: The importance of trying to gauge readership
Media Publishing & Print | With readership being just a base factor for media planning and buying, the real task begins after the readership is determined... read more |
| IRS Special: Seven salient features that readership survey reveals
Media Publishing & Print | The factors, apart from the readership data that ought to be considered by the media planners and buyers when recommending a print media plan... read more |
