Active Stocks
Thu Mar 28 2024 15:59:33
  1. Tata Steel share price
  2. 155.90 2.00%
  1. ICICI Bank share price
  2. 1,095.75 1.08%
  1. HDFC Bank share price
  2. 1,448.20 0.52%
  1. ITC share price
  2. 428.55 0.13%
  1. Power Grid Corporation Of India share price
  2. 277.05 2.21%
Business News/ Industry / Mr CEO, what’s your take on advertising?
BackBack

Mr CEO, what’s your take on advertising?

Mr CEO, what’s your take on advertising?

Premium

Planning ad campaigns that help brands stay ahead of the competition has always been the forte of marketing heads in partnership with advertising agencies. However, with so many competing brands jostling to catch the customer’s attention, advertising is no longer limited to catchy jingles and clever tag lines for the promotion of products and services.

Today, advertising has progressed from the drawing boards of creatives to executive boardrooms where, along with marketing heads and their agencies, CEOs and top executives too are required to take calls on matters such as the choice of brand ambassadors and fitting tag lines for their latest campaigns.

As Nokia India Pvt. Ltd vice-president and managing director D. Shivakumar says, “The rise of creative CEOs has brought in thought leadership in the way the business of advertising is run."

Advertising is now an integral part of business plans as it gives a direction to brands and helps build the company image that the CEOs want. Also, with advertising budgets going up, CEOs are now keeping a tab on whether the increased investments are paying off.

The Indian advertising industry’s revenues stood at Rs19,600 crore in 2007, a 22% jump from the previous year, indicating the role of advertising initiatives in helping grow a company’s market share. “In most companies, advertising spends are the largest component of non-material spends and, therefore, it certainly demands the top management’s attention, focus and accountability," points out Saugata Gupta, CEO, consumer products business, Marico Ltd.

In addition, the number of new agencies launched over the past three years is testimony to the evolving role of advertising.

Campaign asked CEOs about the role of advertising in running a business in a growing, cluttered yet highly competitive market. Edited excerpts from the interviews:

Manoj Kohli: It builds a connect with all stakeholders

Saugata Gupta: There is a desperation to win awards

Ravi Naware: Ads can communicate change in a company

Sanjeev Chadha: Advertising can make or mar businesses

Atul Singh: The message is lost if the medium is wrong

Gulu Mirchandani: We are consistent in our communication

Moon B Shin: Pitching technology, with innovation

Ravindra Zutshi: Use of celebrities is not always justified

D Shivakumar: Advertising cannot sell a bad product

Unlock a world of Benefits! From insightful newsletters to real-time stock tracking, breaking news and a personalized newsfeed – it's all here, just a click away! Login Now!

Catch all the Industry News, Banking News and Updates on Live Mint. Download The Mint News App to get Daily Market Updates.
More Less
Published: 23 Jun 2008, 01:15 AM IST
Next Story footLogo
Recommended For You
Switch to the Mint app for fast and personalized news - Get App