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FIL CONDUCTEUR CREATES EMOTIONAL SURPLUS IN MEDIA
Organisations must not use an overtly emotional communication platform without first proving the rational and functional performance of their products to its customers, asserts Shombit Sengupta.
HOOKING THE E-AGE CONSUMER
Sandip Tarkas discusses the impact of technology on media and predicts that in cutting through the media clutter to reach across to the e-age customer, the advertisers face a tricky challenge in the future.
AND MAN LEARNT TO BRAND SAND
Successful commodity branding can yield a substantial payoff in the form of a brand premium, but the key is to take a disciplined, deliberate approach that begins with the market, claims
THE CHANGING MEDIA RADAR
In the complex media planning environment of today, what we require is a tool that enables us to plan multiple media with ease and effectiveness,
says Lynn De Souza.
CHIEFLY SPEAKING…
Mutual Fund products are best differentiated through returns, liquidity, convenience and diversification,
says K Madhavakumar in a candid interview on the
new marketing approach of UTI Mutual Fund.

 
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