It’s a contentious issue that can’t be dealt with in a Q&A forum like this. But here’s what Dr Bhaskar Das has to say in the August 11 edition of Das ka Dum. Read on…
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Q. The Association of National Advertisers recommends marketers take a more active role in media buying. In India too, the Indian Society of Advertising is flexing its muscles. Your view?
A. Any professional marketing company plays anyway an active role in media buying with active involvement of their agency. So, from where is this flexing of muscles by advertisers is coming from? As if advertising agencies are shortchanging their clients through suboptimal services. The agencies generally win an account through evaluation by a client from amongst multiple pitches. Besides, the agencies bring on the table specialised and state of the art capabilities for ensuring optimised media planning and buying by using both quantitative and psychographic analyses.