Friday, March 28, 2008

‘Sin’

They’ve, on cue, garnered the appropriate gasps and wows but hardly ever touched the crucial areas of selling! It’s not a crime but a ‘sin’! The agency should be sacked immediately,” Chanda says. However, Chanda believes that often the clients are to blame too, “Because the promise of glitzy awards amidst glamorous settings at home and abroad works as a seductive carrot for them.” To director sahiba Leena (Shabd) Yadav, “The entertainment quotient works as a superseller. Used in appropriate manner – Happy dent, Cadbury, Fevicol,Naukri.com, Airtel - they rock! They go beyond the cut and dry product features to create an emotional synergy and connect that ensures top of- the-mind awareness.” However, she is quick to add that flippant and casual endeavours, hoping for shortcuts to accelerate consumer preference is doomed “because it neither entertains nor sells!”

For Complete IIPM Article, Click on IIPM Article

Source : IIPM Editorial, 2008
An IIPM and Professor Arindam Chaudhuri (Renowned Management Guru and Economist) Initiative
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