Get ready for a buoyant 2014
SAM BALSARA’S ADVICE TO ADVERTISERS Advertise heavily, NOW Return on advertising is expected to reduce as the Indian economy enlarges Those who invested early reaped richer returns Use Multimedia – evidence shows multimedia reaps better dividends Use Digital as supplementary medium for sharper targeting and interaction Use main stream media for brand building Use Media Analytics Use Analytics for routine media decisions But reserve 20% of your budget for gut and opportunities Don’t launch new brands, unless you can support them heavily Advertise above the threshold level OR save the money! Understand the ‘Halo’ effect and leverage it to launch new extensions
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