“...Radio City has established a unique brand in the minds of the consumer.”

IIPM PUBLICATION
Speaking on the resurgence of radio in India, Apurva reveals, that with radio getting crowded every passing day, the top honchos of Radio City seem to be unperturbed. “Radio City, along with a couple of others, has been there for about five years in the market and has established a unique brand in the minds of the consumer. We have also gone through our learning curves. We have tried and experimented, be it the process or the programming or the kind of music that we play, and today we know what works and what doesn’t!” echoes Apurva.

This learning curve, according to Apurva, seems to be a guiding factor for Radio City. She states, “When we enter a new market, clearly that learning and experience helps to get it right in the first-go itself. So, when we launch in a new city like Hyderabad or Jaipur, we exactly know what to put on-air.” However, at Radio City, Apurva admits, “We don’t believe in resting on our laurels and are constantly researching.” According to Apurva, the company has research budgets that are possibly the highest amongst the players in the industry, and keep a regular track of their brand’s health scores & consumer panels, and are constantly on the look out to enhance their product. With radio channels increasingly fighting for the ear (literally!) space, the onus lies on growing the industry. Quiz Apurva about the modus operandi to grow in the industry, she extols, “One is when the advertiser starts seeing that the radio is able to deliver what he wants and where there are a lot of implications, as the research has to be adequate, the selling of radio needs to be taken by the established players like Radio City, and we have already taken on.” Enlightening further, she adds, “We believe we are here not to sell Radio City that is getting sold automatically; we are here to sell radio. The way to expand is to expand the listenership base when the new players come up with new genres.”

For Complete IIPM Article, Click on IIPM Article

Source : IIPM Editorial, 2007

An IIPM and Management Guru Professor Arindam Chaudhuri Initiative

For More IIPM Article, Visit Below....
IIPM going global
IIPM : EDITORIAL & RESEARCH
ABOUT IIPM
IIPM MANAGEMENT INSTITUTE
IIPM Press Release :- It’s all about value
IIPM : All the roads lead to home...
IIPM-Cooperation and Multicultural Understanding
IIPM Press Release :- Defenders of pride
IIPM Publication :- The legendary Hungarian hospitality
IIPM Press Release :- Defenders of pride

Should clients pay for ad-pitches?

IIPM BEST B-SCHOOL
Viren Popli, Senior VP, Star TV is of the opinion that “It all really depends on the plot. When you sample a product, do you ever pay for it? At the end of the day, it’s about commissioning versus free-will... about how ‘keen’ clients are and how ‘desperate’ agencies are! There is no fixed rule.”

Prahlad Kakkar, however, believes that a sexy pay check may really make all the difference. “At the end of the day the asset base of the agency is people, who produce ideas that make a difference. This should be respected... and what better way than a sexy cheque (that won’t bounce!) to all contenders invited for the pitch.” Similarly, ad guru Alyque Padamse also feels that the client must pay! “When I was the captain of the Lintas ship, I had no problems making ‘credential’ presentations to prospective clients ‘gratis’, but if and when a creative ‘pitch’ was called for or a ‘strategy’ blueprint, then by God, I’d charge!. There are no free lunches baby, everything costs money.” Padamsee is also convinced that when an agency insists on payments for pitches, it reflects their strong beliefs and faith in their work and somewhere they earn clients’ respect for it.

For Complete IIPM Article, Click on IIPM Article

Source : IIPM Editorial, 2006

An IIPM and Malay Chaudhuri – Arindam Chaudhuri Initiative

For More IIPM Article, Visit Below....
IIPM News
IIPM going global
IIPM : EDITORIAL & RESEARCH
ABOUT IIPM
IIPM MANAGEMENT INSTITUTE
IIPM Press Release :- It’s all about value
IIPM : All the roads lead to home
IIPM Links
IIPM Students Life > Campus Placement
IIPM : WHAT’S SECURITISATION?
More about IIPM
IIPM Alliances
IIPM Admission > Application Details

Okay, here’s a quiz...

IIPM PUBLICATION

Q. What is Orissa’s capital?
A. (Oh! What an easy one), Bhubaneshwar. Next?

Q. What’s its catch-line?
A. Umm... Forget recalling, most people are not even aware that almost all Indian states have a positioning statement to flaunt. Looking at the present scheme of things, it seems that a few months down the line, people will recite the taglines in the same breath as the capitals of the states.

If destinations (already quite high on the tourist’s lists) like ‘God’s Own Country’ – Kerala and ‘A perfect Holiday destination’ – Goa are advertising themselves like there is no tomorrow, then less popular ones like “Peaceful Pondicherry” are the latest to jump onto the bandwagon. A bunch of 575 islands on the tip of India, Andaman & Nicobar Islands, has roped in five advertising agencies (yes five!) of late, and the marketing budget is reportedly between Rs.6-7 crore for 2007-08. Promotions at International fairs, roadshows, tie up with tour operators, holiday packages, tours for travels writers et al, have almost become a norm.

For Complete IIPM Article, Click on IIPM Article

Source : IIPM Editorial, 2006

An IIPM and Malay Chaudhuri – Arindam Chaudhuri Initiative

For More IIPM Article, Visit Below....
IIPM News
IIPM going global
IIPM : EDITORIAL & RESEARCH
ABOUT IIPM
IIPM MANAGEMENT INSTITUTE
IIPM Press Release :- It’s all about value
IIPM : All the roads lead to home
IIPM Links
IIPM Students Life > Campus Placement
IIPM : WHAT’S SECURITISATION?
More about IIPM

Riding the crest of the ‘liquidity’ wave

IIPM BEST B-SCHOOL
The question, however, is what rising and declining asset prices mean for an investor. Still, US debt is growing muchfaster than nominal GDP. So far, this excessive debt growth has led to strong asset inflation, over-consumption and an explosion of the US current account deficit from 2% of GDP in 1998 to close to 8% of GDP at present. But in the Euro region, private sector credit growth has been at least as strong as in the US. So, what does this mean? If the US Fed tightens relative to the ECB, the dollar should rally against the Euro. Conversely, if the ECB tightens relative to the Fed the Euro should continue to strengthen. But then if the Euro continues to strengthen, it is likely to slowdown European and accelerate US economic growth. In such a case, the possibility of tighter US monetary policies relative to European monetary policies would have to be considered. In my opinion, this would be the case if the US dollar fell to 1.35 against the Euro. So, whereas I maintain my negative stance towards the US dollar, I am not sure that the dollar has a huge downside risk against the Euro. However, looking at the speed of international reserve accumulation by Asian central banks and in particular the rise in Chinese reserves – now over $1 trillion – it seems that Asian assets would likely out-perform US assets in the long run. When countries have current account surpluses the size of China, three events can happen. Either the currency strengthens considerably or asset prices increase or both currency & asset prices increase.

For Complete IIPM Article, Click on IIPM Article

Source : IIPM Editorial, 2006

An IIPM and Malay Chaudhuri – Arindam Chaudhuri Initiative

For More IIPM Article, Visit Below....
ABOUT IIPM
IIPM Academics : Curriculum
Flying over to the land of the hula…
The ‘Tiger’ has proved quite costly...
I... I’M used to living on acres of wasted land!
How do you explain the HP mess? (Edward Yingling, Phoenix,Ariz.)
More heads in the loop
George Bush: I’m not Space’d out!
Breakfast at Crawford & all will be well!
Aspires to be the new ‘flavour of the day!
IIPM Publication :- Bloodless 'Coup'dore Bainimarama
Truth or Dare

IIPM Press Release :- YouTube is indicative of an emerging media revolution, where everyone's invited

IIPM PUBLICATION
Google has purchased YouTube for $1.65 billion. The numbers are staggering. Especially for something that does not seem to have a lot of commercial value, is definitely part of the fabric of “social computing” and is very much exposed to lawsuits for copyrighted content (even more than before considering Google’s “deep pockets”). This is so reminiscent of the Internet Bubble and of over-inflated values for companies with no assets, except for a web site, an idea with a chance to catch the public and nothing to show in terms of revenue.

But this is much more. The key is the evolution of the Internet and its value as a means of communication. Historically, human communication started with text, moved to audio and then to video. Moving from text to audio took about 5 centuries, but moving from audio to video only about 50 years. The same type of development, only a lot faster, is anticipated for the Internet. It started as a way to post & communicate text & still pictures, then moved to digital voice & music. The next giant step is video: news, sports, movies, et al. In fact, we believe that in a short time frame, the Internet will be the prime platform from distributing video content, competing and eventually replacing your video store and your cable or broadcast distribution.

For Complete IIPM Article, Click on IIPM Article

Source : IIPM Editorial, 2006

An IIPM and Malay Chaudhuri – Arindam Chaudhuri Initiative