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 GUEST COLUMN | | The emotional quotient |  | | In a world dominated by isms of many kinds, there is a need for advertising to reflect on the efficacy of emotion in advertising. But before that, an understanding of whether we are at all emotional people needs to be established. 18.08.05 | |  |
| | | | EARLIER COLUMNS |  |
| | |  | The age of co-optetiton | | | Many marketing pundits have opined that the future of marketing rests in brand alliances: where alliances are forged only to maximise consumer preference and where both companies and/or brands see mutual benefits: where the threat is not competitive but instead from the consumer. 28.07.05 | | | | Go rural, young man | | | There is almost a paranoia that has seized the Indian marketer as far as penetrating the Indian rural market is concerned. The fear is not because there seems to be a natural consumer catchment area for what they have to offer. 14.07.05 | | | | Playing the insights game | | | I believe the time for Indian advertising agencies and clients alike, to invest in insight gathering, has come: not in the formal methods that we employ just before brand launches or the tracking surveys that we do, but in commissioning renowned sociologists to undertake these studies. 30.06.05 | | | | Caught in the media muddle | | | It seems like a very simple and naive question, but in today’s India, the media muddle being what it is, just being on a particular channel or a particular newspaper is not enough. 02.06.05 | | | | |
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