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
