Media

Articles in Media

Media:

Burning Issues: Does Your Brand Have A Voice?

The voice must be original, interesting and, above all, experimentative. If ever a torrential deluge of content has threatened to drown us, it’s now.

Media:

Burning Issues: Digital Media – New World, Old Rules

What in heaven is content? To some, it’s just an ad. To some, it’s a bespoke article written for a brand. To others, it’s a video that teaches you how to make an omelette. Brand managers are besieged by representatives from content companies, by invitations to content seminars — even by job offers from new, funded and struggling content outfits. The truth is, content is many things. In this issue’s Burning Issue, experts invested in the content business share their views on the content they understand best.

Advertising:

The Sharing Economy VS The Caring Economy

In the coming years, all content would translate to videos. This would mean staying open to the re-structuring of PR plans and opening the team to several other expertise simultaneously leaning to real situations that would eventually lead to sustainable topics.

Marketing:

Consumers Do Not See Themselves In Demographics

The moment we use the word ‘target’ we have already conditioned our system to think that there is someone outside an environment – the viewer looking at it – the object and trying to aim at it and doing something with it.

Marketing:

Digital Tricks & Tactics – Understanding Ad Fraud Detection

Digital media didn’t come with rules or traditions, making it less transparent. The article explains why advertisers should understand strategies and tactics laid out by agencies as well as prioritize the analysis of results received.

Media:

Burning Issues: “Leaky T(A)RP? I don’t think so.” Of TV Audience Measurement in India

When BARC was born and heralded a new era in television audience measurement in India, marketers heaved a sigh of relief. They look forward to a stable measurement regime based on which they could allocate their AdEx spends with a considerably greater degree of confidence. As we witness the battle between the English news channels and BARC, it is apparent that BARC is structurally weak, allowing disgruntled elements to withdraw their watermark on a whim or a fancy. Let’s take a look at what the experts have to say in Burning Issues, a series where we look at pressing issues within media & marketing in India.