Tuesday, July 31, 2012

AANKH JHUKE NA KABHI

ZINDAGI MEIN
KABHI
KOI
AISA
KAAM NA KARNA
JIS SE
PADE DARNA
YA GIRNA
APNI HI NAZRON MEIN
DIMAAGH
CHAHE JITNA KAHE
KARO YEH
KARO ABHI
LEKIN
DOOR REHNA
HAMESHA
HAR USS KAAM SE
JO ZAMEER
MANA KARTA HO
YAAD RAKHO
KABHI
KISI KE SAAMNE
AANKH JHUKE
NA
TUMHARI

Monday, July 30, 2012

LARGE ADVERTISERS MAKE LARGE PROFITS

THIS ALLEGATION WE ADMIT TO. IN FACT WE ARE GUILTY OF MAKING ADVERTISERS RICH... THOUGH NOT BECAUSE OF PROMULGATING MONOPOLY, BUT BECAUSE WE END UP HELPING THEM SELL MORE, SELL DEEPER AT MUCH LOWER COST. THEY ARE RICHER ONLY BECAUSE THEY SELL LARGER VOLUMES AND THEIR INVESTMENT IN ADVERTISING IS QUITE MODEST WHEN COMPARED TO THE SALES IT ACHIEVES.

Sunday, July 29, 2012

ADVERTISING DOES NOT INFLUENCE PRICE HIKES

ALTHOUGH ADVERTISING FOR LONG HAS BEEN THE FAVOURITE WHIPPING BOY OF ALL AND SUNDRY WHENEVER PRICES ARE RAISED, THERE IS NO SCIENTIFIC RELATION EVIDENCE IN THE PRICE AND ADVERTISING-SALES RATIO. ADVERTISING COSTS ARE NOT NET. IF THESE ARE ELIMINATED, OTHER MARKETING COSTS WOULD BE INCURRED TO REACH THAT NUMBER OF PEOPLE AND TO SELL TO SO MANY PEOPLE TO SO MANY MARKETS. IN MANY INSTANCES, THE SELLING JOB WOULD LESS EFFICIENT AT A MUCH HIGHER COST.

IMAGINE SELLING A TOOTHPASTE TO ENTIRE INDIA WITHOU TV, NEWSPAPERS OR RADIO. WHAT KIND OF NUMBERS WOULD WE BE LOOKING AT IN TERMS OF EMPLOYING SALESMEN TO REACH EVEN 10 MILLION PEOPLE ACROSS LENGHT AND BREADTH OF INDIA?

IMAGINE THE TIME IT WOULD TAKE, THE MONEY ONE WOULD REQUIRE TO TRAVEL TO THESE PEOPLE FOR REPEATED VISITS UNTIL SALES TAKE PLACE? WHEW!

Friday, July 27, 2012

TEAM ANNA

I WAS TOLD THAT PEOPLE SITTING ON FAST UNTO DEATH AT JANTAR MANTAR GO AND REST AT MAHJARASHTRA SADAN FROM TIME TO TIME.
NOW, THAT IS WHAT I CALL TAKING PEOPLE FOR A ROYAL RIDE.
FIRST OF ALL, I DO NOT KNOW WHOEVER APPOINTED THEM TO REPRESNT MYSELF.
I DO NOT KNOW ON WHAT BASIS THEY DO CALL THEMSELVES REPRESENTATIVES OF " CIVIL SOCIETY "?

NOW, THEY ARE ON INDEFINITE FAST AND FRROM TIME TO TIME GO TO MAHARASHTRA SADAN TO TAKE REST. DO THEY THINK THAT WE, THE PEOPLE ARE SAUCH GREAT FOOLS THAT WILL BELIEVE THAT WHEN GOING TO REST IN AIR CONDITIONED COMFORT OF MAHARASHTRA SADAN, THEY DO NOT EAT OR DRINK IN PRIVATE.

TILL DATE I NEVER HEARD OF THE PERSON ON FAST TO AGITATE ON AN ISSUE GOING TO REST IN A PRIVATE PLACE. TILL DATE ALL PROTESTERS ON FAST USED TO REMAIN IN FRONT OF CAMERAS AND PEOPLE'S EYES. BUT I THINK TEAM ANNA IS A LAW TO THEMSELVES, THEY DO NOT HAVE TO FOLLOW THE NORMS OF THE SOCIETY BECAUSE THEY ARE THE REPRESENTATIVES OF THEIR OWM IMAGINARY " CIVIL SOCIETY "

TAMANNA

TAMANNA NE ZINDAGI KE AANCHAL MEIN SAR RAKH KAR POOCHA
" MAIN POORI KAB HOON GI? "
ZINDAGI NE HANS KAR KAHA
" JO POORI HO JAYE, WOH TAMANNA HI KYA "

Thursday, July 26, 2012

IQRAAR

ITNI BEWAFAYEE DEKHI
DUNIYA HARJAYEE DEKHI

YAHAN DEKHA JIS KO
VAADA KAR BADALTE DEKHA

KYA KAHEIN KISI SE
SAB HI KO MUKARTE DEKHA

ISS LIYE JAB BH KOI
HUM SE IQRAAR KARTA HAI

APNEPAN SE KUCH KUCH
HUM SE PYAR KARTA HAI

TAU DARR SE JAATE HAIN
IQRAAR SE KHAUF KHATE HAIN

" NA " KE ITNE AADI HUYE
AB HAR " HAAN " SE GHABRATE HAIN

Wednesday, July 25, 2012

TEAM ANNA...DUBLI KYUN

KEHTE HAIN KE JO LOG SAMAJ KE BAARE MEIN BOHOT ZYADA SOCHTE HAIN WOH AKSAR KAMZOR, CHIDCHIDHE AUR GHAM KE MAARE LOG HOTE HAIN. HATTE-KATTE AUR KHAATE-PEETE GHAR KE LOGON KO KABHI BHI SAMAJ KI BURAIYAN KARTE NAHIN SUNA GAYA HAI.

SAMAJ KE BAARE MEIN SOCHTE REHNA EK BEEMARI HAI JO SHAYED KHOON KI KAMI, DIMAGH KI KAMZORI AUR HAAZME KI KHARABI KE KAARAN HOTI HAI. YEH BEEMARI TAB TAK THEEK NAHIN HOTI JAB TAK SAARI TAKLEEFON KA POORI TARAH ILAAJ NA HO JAYE.

AGAR ISS BEEMARI KO YUNHI CHOD DIYA JAYE TAU MAREEZ KI HAALAT KHATARNAK HO JAATI HAI. USSE HAR CHEEZ MEIN SAMAJ KI BURAIYAN NAZAR AATI HAIN. RANG-RANG KE PHOOL DEKH KAR USSE AFSOS HOTA HAI KE PHOOL ITNE KHUSH KYUN HAIN. KISI KO HANSTE DEKH KAR UNKA KHOON KHAULNE LAGTA HAI AUR WOH YUN MUNH BANATE HAIN JAISE KEH RAHE HON " HANSTA HAI, BE ".

AISA HI KUCH HAAL AAJKAL TEAM ANNA KA HAI.
WOH BHI BECHARE SAMAJ KI CHINTA MEIN DUBLE HUYE JAA RAHE HAIN.

Tuesday, July 24, 2012

DUA

KAL RAAT MAIN NE AASMAAN KI TARAF DEKHA JO BILKUL KAALA THA. CHARON TARAF KAHIN KOI AWAAZ NAHIN THI. USS TANHAI KE MAHAUL MEIN MUJHE YUN MEHSOOS HUA JAISE MAIN KHUDA KE SAAMNE KHADA HUN. JAISE WOH MUJHE DEKH RAHA HO. WOH EHSAAS BADHTA GAYA YAHAN TAK KE MUJHE YAQEEN HO GAYA KE UNN KAALE BAADLON KI OTT SE KHUDA mujhe dekh raha hai. tab mera dil dhadkne laga, rongte khade ho gaye, maathe par paseena aa gaya, hont sookh gaye.

MAIN ADAB SE KHADA HO GAYA AUR MAIN NE EK DUA MAANGI. NA LAFZ MERE HONTON TAK AAYE, NA MERE HONT HILE. BAS DIL MEIN MAIN EK DUA MAANGI KE AYE KHUDA JAB KABHI MAIN NE SACHCHE DIL SE DUA MAANGI HAI AAP NE QUBOOL KI HAI. AAJ BADE DINON BAAD DUA MAANG RAHA HUN. ISS DUNIYA MEIN KISI KO BHI BE-MAUT MARNE MAT DIJIYE. DUNIYA MEIN JIS PAR BHI BHOOK YA DARINDAGI KA SAAYA LEHRA RAHA HAI USSE HATA LIJIYE.

HAR BACHCHE KO APNA BACHPAN POORI IZZAT SE JEENE KA MAUQQA DIJIYE.
HAR INSAAN KO SAHI RAAH DIKHAIYE  TAAKI WOH AURON KI RAAH MEIN KAANTE NA BICHAYE.

MAIN NE ITNE DINON SE KUCH NAHIN MAANGA, INN HI DINON MAIN AAP SE APNE LIYE KUCH MAANGNE WALA THA LEKIN AB NAHIN MAANGUN GA.

BAS ISS DUNIYA KO SUDHAAR DIJIYE.

Monday, July 23, 2012

BAARISH

AAJKAL BAARISH HI BAARISH KE KHWAB NAZAR AATE HAIN. JAISE CHARON TARAF BAADAL HI BAADAL HON. UJLE BAADAL, BHOORE BADAL, KAALE BADAL.

KAUN JAANE YEH KHWAB SACH KAB HO GA.

choti- choti baatein

MUSEEBAT

HAMESHA YAAD RAKHO KE JO MUSEEBAT KAL AANE WALI HAI WOH MUSEEBAT HAI HI NAHIN. KYUNKI ABHI ITNI LAMBI RAAT BAAQI HAI.
DOSTO! MARD ZINDAGI BHAR MAUT SE KHELTE HAIN
MARD GIRTI HUYEE BIJLIYON KO LALKAAR KAR THAAM LETE HAIN

CHOTI-CHOTI KAHANIYAN

BEZAARI

AGAR BEZAARI KI WAJAH SOCHI JAYE TAU KUCHH PATA NAHIN CHALTA. AMEERON AUR GHAREEB KA COMPARISON KIYA JAYE TAB KUCHH KHAAS SAMAJH NAHIN AATA.

AKSAR AMEER HI ZYADA BEZAAR MILTE HAIN. GHAREEBON KO PEHLE TAU BEZAAR HONE KI FURSAT HI NAHIN MILTI AUR JO BEZAAR HOTE HAIN WOH YEH SOCHTE REHTE HAIN KE HUM TAU DUNIYA MEIN ZABARDASTI BHEJE GAYE HAIN. ZINDAGI KE MAZE TAU AMEER UTHA RAHE HAIN. UDHAR AMEER HAIN KE BOHOT SI DAWAEYEN KHA RAHE HAIN. AGAR BEEMAR HAIN TAB BHI BEZAAR HAIN, BHALE-CHANGE HAIN TAB BHI BEZAAR HAIN.

KUNWARE BEZAAR HAIN KE SHAADI KAR LETE TAU ACHCHE REHTE AUR SHAADI-SHUDA ALAG BEZAAR HAIN KE KYUN KAR BAITHE.

CHOTI-CHOTI KAHANIYAN

ANDHERA

EK ANDHE BACHCHE NE APNI MAA SE POOCHA " MAA, LAL RANG KAISA HOTA HAI ?"
MAA NE KAHA " TUNHARI BEHAN KE FROCK JAISA "
BACHCHE NE APNI BEHAN KE FROCK KO CHUA LEKIN USSE ANDHERE KE SIWA KUCH NAZAR NAHIN AAYA.

choti-choti kahaniyan

BHOOT

DO LOG TRAIN MEIN SAATH-SAATH SAFAR KAR RAHE THE
EK NE DOOSRE SE POOCHA " KYA AAP KO BHOOTON PAR YAQEEN HAI ?'
DOOSRE NE KAHA " NAHI '
AUR PEHLA WALA AADMI GHAYEB HO GAYA.

Sunday, July 22, 2012

GRAMMAR OF URDU GHAZAL..PART II

AAIYE, AB SAMAJH LEIN KE QAAFIYA KYA HOTA HAI.
QAAFIYA UNN SHABDON KO KEHTE HAIN JO HAR SHERR MEIN RHYME HOTE HAIN
JAISE;

YEH NA THI HAMARI QISMAT KE VISSAL-E-YAAR HOTA
AGAR AUR JEETE REHTE YAHI INTEZAAR HOTA

IS SHERR MEIN ' YAAR ' AUR ' INTEZAAR ' QAFIYAA HAIN.

QAAFIYE KE HI SAATH HOTI HAI RADEEF AUR INN DONO KO MILA KAR HI BANTI HAI SHERR KI ZAMEEN.

GHAZAL MEIN HAR SHERR KA DOOSRA MISRA EK JISE HI SHABD YA PHIR SHABDON KE SANGRAH PAR HI SAMAPT HOTA HAI JO RADEEF KEHLATA HAI.

' YAARO MUJHE MAAF RAKHO MAIN NASHE MEIN HUN
   AB DO TAU JAAM KHAALI HI DO MAIN NASHE MEIN HUN '

ISS GHAZAL MEIN RADEEF HAI ' MAIN NASHE MEIN HUN '

....TO BE CONTINUED

Wednesday, July 18, 2012

MUJHE ABHI MAAF KAR DO NA!

MERE MARNE KE BAAD BAHEIN GE TUMHARE AANSOO
LEKIN MAIN DEKH NAHIN PAOON GA
MERE LIYE EK AANSOO ABHI BAHA DO NA!

MERE MARNE KE BAAD QABAR PAR PHOOL LIYE AAO GE
LEKIN WOH MERE KISI KAAM KE NAHIN HON GE
KUCH PHOOL ABHI BHIJWA DO NA!

MERE MARNE KE BAAD KARO GE MERI TAAREEF
LEKIN MERE KAANON TAK PAHUNCHE GI NAHIN
MERI THODI TAAREEF ABHI KAR DO NA!

MERE MARNE KE BAAD TUM MAAF KAR DO GE MUJHE
LEKIN MAIN JAAN NAHIN PAOON GA
MUJHE ABHI MAAF KAR DO NA!

Monday, July 16, 2012

my favourite ghazal

my favourite ghazal

     by iqbal azim

mujhe apne zabt pe naaz tha, sar-e-bazm raat yeh kya hua
meri aankh kaise chalak gayee, mujhe ranj hai bura hua

mujhe aap kyun na samajh sake, kabhi apne dil se bhi poochiye
meri daastan-e-hayaat ka tau waraq waraq hhai khula hua

jo nazar bacha ke guzar gaye, mere saamne se abhi abhi 
yeh mere hi shahar ke log they, mere ghar se hai ghar mila hua

POLITICAL ADVERTISINGPOLITICAL ADVERTISING

POLITICAL ADVERTISING

RIGHT FROM THE DAY ONE IN THIS PROFESSION I WAS TAUGHT TO BE AWAY FROM POLITICAL ADVERTISING. THE REASON MY GURU GAVE ME WAS " SHOULD YOU HANDLE POLITICAL ADVERTISING, YOU WILL ALWAYS BE IN FINANCIAL LOSSES. SHOULD THE PARTY WIN AND TAKE OVER THE GOVERNMENT, THEY WOUL BE TO POWERFUL AND WILL HAVE THE REASONS TO REFUSE TO PAY YOUR BILLS ON ONE PRETEXT OR OTHER. YOU WILL FIND YOURSELF ALMOST HELPLESS BECAUSE HOW DO YOU FIGHT PEOPLE, WHO ARE LAW-MAKERS.

SHOULD THE PARTY LOOSE ELECTIONS, THEY MAY BE BROKE AND POINT BLANK REFUSE ON THE PRETEXT OF LACK OF FUNDS.

THAT'S WHY FOR ALMOST THREE DECADES I KEPT MYSELF ON AN ARMS LENGHT AS FAR AS POLITICAL ADVERTISING WAS CONCERNED.

IT WAS 16TH JULY 2009, YES THE SAME DATE AS OF TODAY. A PROFESSIONAL ASSOCIATE OF MINE CAME INTO MY OFFICE AND ANNOUNCED " YOU KNOW, JAMEEL, COME OCTOBER, MAHARASHTRA WILL GO TO ASSEMBLY POLLS ". I SAID " YES. I AM AWARE OF IT ". HE SAID " I HAVE A FRIEND WHO IS THE COUSIN OF GENERAL SECRETARY OF MPCC AND HE IS KEEN ON GETTING THE COMMUNICATIONS BUSINESS FOR THE FORTHCOMING ELECTIONS AND IS QUITE CONFIDENT THAT HE WOULD GET THE BUSINESS BECAUSE OF HIS CLOUT ".

I REPLIED " WHERE IS THE HITCH? "
HE SAID " HE KNOWS NOTHING ABOUT ADVERTISING AND COMMUNICATIONS, NOR DO I AM VERY WELL VERSED WITH IT. YOU KNOW, I HAVE BEEN JUST MARKETING ADVERTISING SPACE ALL ALONG MY LIFE ".

I ASKED " WHAT DO YOU WANT FROM ME ? ".

HE SAID " WOULD YOU LIKE TO BE MY PARTENER IN THIS VENTURE ? '.

I SAID " NO, I DO NOT HANDLE POLITICAL ADVERTISING ". 

HE SAID " IN THAT CASE , WILL YOU BE THE FRONT, DO THE PLAN, PRESENT IT ON HIS BEHALF ".

I THOUGHT FOR A WHILE AND REPLIED " OK, FOR THE OLD TIME SAKE, I SHALL DO THAT AS LONG AS YOUR FRIEND PAYS MY FEE ".

I DID GOT THE PLAN TOGETHER AND MET WITH HIS FRIEND WHOSE COUSIN WAS SUPPOSED TO BE THE GENERAL SECRETARY OF THE MPCC.

I NORMALLY CHARGE MY FEE IN ADVANCE BUT FOR THE OLD TIME SAKE I AGREED TO GIVE THEM A CREDIT OF A MONTH.

THEY TOOK THE PRESENTATION CD FROM MY OFFICE AND WENT AWAY.
AFTER A WEEK MY BUSINESS ASSOCIATE RETURNED AND TOLD ME " OH, HIS COUSIN WAS ZAPPED WITH YOUR STRATEGY OF WINNING THE FORTHCOMING ELECTIONS AND 

 HAS ASKED US TO MEET THE HEAD OF MEDIA CELL OF MPCC. WILL YOU COME WITH US AND PRESENT THE STRATEGY TO HIM? ".

I WAS HESITANT. BUT ON THEIR PLEADING I AGREED TO GO ALONG WITH THEM.

ON THE APPOINTED DAY WE REACHED HEAD MEDIA CELL'S OFFICE. I TOOK OUT MY LAPTOP AND STARTED EXPLAINING SLIDE AFTER SLIDE.

THE GENTLEMAN TO WHOM I WAS PRESENTING, WAS A VERY SHARP  PERSON , HE DID SEE THE MERIT OF THE STRATEGY BUT AT THE SAME TIME ALSO REALISED THAT THE GUYS SITTING IN FRONT OF HIM WERE WITHOU ANY INFRASTRUCTURE.

AT THE END OF THE PRESENTATION HE LOOKED AT ME AND ASKED " WHAT DO YOU EXPECT FROM ME ? ".

I SHIRKED MY SHOULDERS AND INDICATED TOWARDS OTHER TWO GENTLEMEN AND SAID " THEY SHALL EXPLAI THAT '.

COUSIN OF THE GENERAL SECRETARY TOLD HIM PRETTY RUDELY " WE WANT ADVERTISING BUSINESS FIR THE FORTHCOMING ELECTIONS ".

HEAD OF MEDIA CELL SAID " WE ARE CALLING FOR PITCHES FROM ADVERTISING AGENCIES, YOU TOO ARE WELCOME TO TRY YOUR LUCK ".

I THOUGHT THAT THE MEETING WAS OVER AND PICKED UP MY LAPTOP AND WAS ABOUT TO LEAVE, AS REACH HIS ROOM'S DOOR, HE SAID " ONE SECOND, I HAVE ANOTHER OFFER FOR YOU " THIS TIME HE WAS DIRECTLY ADDRESSING ME.
 I LOOKED AT HIM, PUZZLED.

HE SAID " HOW ABOUT BEING ON MY SIDE OF THE TABLE? '.

I WAS STILL LOOKING PUZZLED.
 HE EXPLAINED " COME ELECTIONS, WE ALL WILL BE SO BUSY THAT NONE OF US WOULD HAVE TIME TO CONTROL ADVERTING AGENCIES AND ADVERTISING AND BESIDES THAT NONE OF US HAVE THE KIND OF EXPERIENCE IN ADVERTISING AS YOU HAVE ".

I SAW SOME MERIT IN THE OFFER AND REQUESTED HIM TO GIVE ME TWO DAYS TO THINK ABOUT IT.

ON RETURN TO MY OFFICE, I WORKED OUT THE MODEL FOR COMMNICATIONS AUDIT AND MET HIM TWO DAYS LATER.

AT THE END OF MY PRESENTATION, HE SAID " TOMORROW 3 PM YOU HAVE AN APPOINTMENT WITH THE CHIEF MINISTER.

I DID NOT KNOW, WHAT HIT HIM.

AFTER THAT DAY I HAD FEW SWEET AND A LOT OF BITTER EXPERIENCES. I SHALL SHARE ALL SWEET AND BITTER EXPERIENCES OF MINE IN POLITICAL ADVERTISING IN MY NEXT PIECE.


THE POWER OF SMALL

ADVERTISING DEVIL...PART III

THE POWER OF SMALL


TODAY, THERE NO LONGER EXISTS A SCENARIO WHERE THERE WOULD BE TWO OR THREE MEGA PLAYERS WHO COULD ARM-TWIST AND GET AWAY WITH MURDER TO STOP SMALL BRANDS FROM SUCCEEDING IN THE MARKET. SMALLER COMPANIES HAVE GROWN IN SIZE AND STATURE, SLOWLY BUT SURELY AND HAVE TAKEN ON THE LARGER COMPANIES WITH ROCK-SOLID BENIFITS IN HAND, LIKE THE LITTLE NIRMA WHO STOPPED SURF ONE MORNING IN THE HOUSEWIFE'S BUCKET WITH VISIBLY WHITER CLOTHES AT A MUCH LESSER PRICE. SMALLER COMPANIES HAVE BEEN EXTREMELY RESPONSIVE TO THE MARKET NEEDS AND OPPORTUNITIES AND HAVE DEVELOPED NEWER, BETTER AND MORE AFFORDABLE PRODUCTS TO MEET THE SAME. SO WHILE IBM WAS MAKING SOME LARGE MEGA COMPUTERS, BILL GATES WALKED ONTO EVERY DESK WITH WINDOWS DESKTOP. 

SUDDENLY THE BIGGIES HAVE BEEN TOPPLED OFF THE PEAK WITH THE LITTLE NIBBLING AWAY AT THE CRUMBLY FOUNDATIONS AND REDUCING THEM TO DUST IN ALL BUT A FEW MARKETS, AND WITH IT HAVE PROVED THAT THE RELATION BETWEEN ECONOMIC CONCENTRATION AND THE INTENSITY OF ADVERTISING HAS BITTEN THE DUST.

...TO BE CONTINUED


Tuesday, July 10, 2012

ADVERTISING DEVIL

THE ADVERTISING DEVIL....PART II


ADVERTISING--AN ANTI-COMPETITIVE ACTIVITY?

IN INTENSELY COMPETITIVE MARKETPLACE SUCH AS THE ONE THAT EXISTS TODAY, ONE IS NOT ALIEN TO THE FIERCE COMPETITIVE NATURE OF ADVERTISING ( THE COLA WARS, THE TV BATTLES, THE DETERGENTS WASHING DIRTY LINEN IN PUBLIC ). 
SOME CLAIM THAT ADVERTISING IS SO SUCCESSFUL THAT LARGE COMPANIES ARE ALMOST MONOPOLISTIC WHEN ONE THINK OF THE ADVANTAGE THEY HAVE. FOR ONE THEY HAVE POWER OF LARGE MONIES THAT ALLOWS THEM THE LUXURY OF SPENDING LARGE AMOUNTS ON ADVERTISING. THIS ALSO ALLOWS THEM TO COME WITH AS MANY VARIENTS AS POSSIBLE, PRE-EMPTING ANY MOVES FROM OTHERS AND SQUASHING SMALLER FIRMS TOTALLY.
THUS ADVERTISING CREATES IMPREGNABLE BARRIERS THAT STOP SMALLER FIRMS FROM ENTERING AN INDUSTRY OR A PRODUCT CATEGORY, RESULTING IN HIGH ECONOMIC CONCENTRATION.
THESE LARGE COMPANIES ENJOY THEIR PROTECTED POSITION AND CHARGE THE CONSUMERS A HIGH PRICE TO RECOVER THEIR COST OF ADVERTISING AND PRODUCT VARIENT LAUNCHES. IN TURN, THIS FETCHES THEM RICH PROFITS. THEREFORE ADVERTISING ACTS AS THE ROADBLOCK TO COMPETITION BY PREVENTING ENTRY OF RIVALS AND PERPETUATING AN UNHEALTHY BALANCE OF POWER.

....TO BE CONTINUED

Monday, July 9, 2012

THE ADVERTISING DEVIL

THE ADVERTISING DEVIL
-IS IT REALLY EVIL?

COMPETITION IS THE KEY FORCE FOR GROWTH IN ANY ECONOMY.IT IS AN ALL-PERVASIVE FACT OF BUSINESS LIFE, EVEN IF IT IS DIFFICULT OR SOMETIMES IMPOSSIBLE TO MEASURE. AND YET, MANY GOLIATH OF THE INDUSTRY HAVE FALLEN TO SMALLER DAVIDS, JUST BECAUSE THEY FAILED TO RECOGNIZE COMPETITION OR TOOK IT TOO EASY. IN THE AGE OF ADVERTISING WHERE COMPANIES, BIG OR SMALL, RESORT TO ADVERTISING FOR ACHIEVING THEIR TARGETS AND STAYING AHEAD OF COMPETITION, LET'S RAISE A KEY QUESTION ABOUT THE IMPACT OF ADVERTISING ON COMPETITION: IS ADVERTISING COMPETITIVE OR ANTI COMPETITION?

GOOD BUSINESS PEOPLE HAVE NO DIFFICULTY IN IDENTIFYING WHAT THEY CONSIDER COMPETITION. AFTER ALL THEY ARE KEEN OBSERVERS OF ALL THAT IMPACTS THEIR SALES OR BOTTOM LINE. BE IT THE NEW PACKAGING IN THEIR CATEGORY, THE APPEALING ADVERTISING CAMPAIGN, OR THE ' IN NEWS ' NAME IN THEIR CATEGORY; BE IT THE NEW ENTRANT WHO LAUNCHES WITH A BANG OR AN EXISTING COMPETITOR WHO SUDDENLY RE-INCARNATES TO EXPAND HIS MARKET SHARE; NOTHING ESCAPES THE NOTICE OF THE ASTUTE BUSINESS PERSON. HOWEVER IMAGINE THEIR THEIR CONSTERNATION WHEN SOMEBODY GETS UP TO TELL THEM THESE EVERYDAY EXPERIENCES ARE NOT COMPETITION. THESE ARE JUST WAYS AND MEANS FOR SOME COMPANY TRYING TO GRAB CONSUMER ATTENTION OR TO DIFFRENTIATE ITS PRODUCTS FROM OTHERS OR ITS ATTEMPT TO GAIN MARKET IDENTITY AND MUCH COVETED CUSTOMER LOYALTY OR JUST ITS WAY TO GRAB EYE BALLS BY DOING SOMETHING DIFFERENT IN MEDIA.

WHAT THESE BUSINESS MAVERICKS SOMETIMES FAIL TO GRASP IS THAT THE ESSENCE OF COMPETITION IS RIVALRY. THE KIND OF RIVALRY THAT PUSHES COMPANIES TO IMPROVE THEIR PRODUCTS; TO LOOK FOR BETTER AND MORE ECONOMICAL WAYS TO PRODUCE AND DISTRIBUTE THESE. COMPANIES THAT UNDERSTAND THESE CUES, PUSH THEMSELVES TO RE-THINK OR RE-VISIT THEIR OWN BRAND TO OFFER THE BENIFIT OF A NEW PRODUCT OR A BETTER PRODUCT TO THE CONSUMER, WHO IS FOREVER IN SEARCH OF A BETTER ' DEAL '. AND THOSE WHO DO NOT UNDERSTAND THESE NEEDS LOSE OUT TO THEIR MORE IMAGINATIVE AND EFFICIENT RIVALS.

.....TO BE CONTINUED


" THE EARLIEST MAGAZINE "

" MAGAZINES, UNDER THE BROADER GENERIC TERM OF ' PERIODICALS 'HAVE ALSO BEEN WITH US FOR HUNDRED OF YEARS. THE FRENCH ' JOURNAL DES SAVANTS ' COMMENCED PUBLICATION IN 1665,AND ITS SUCCESSOR PUBLICATION IS STILL BEING PRINTED TODAY.




' EARLIER MAGAZINES '

" ORIGIN OF NEWSPAPERS"


WE KNOW THAT NEWSPAPERS ARE BASICALLY JOURNALS RELATING TO MATTERS OF PUBLIC INTEREST. IN THIS CONTEXT, IT IS INTERESTING TO NOTE THAT COLUMBIAN ENCYCLOPEDIA ATTRIBUTES THE ORIGIN OF THE NEWSPAPER TO JULIUS CAESAR, AND THAT THE EARLIEST RECORDED EFFORT TO INFORM PUBLIC ON CURRENT EVENTS WAS THE ROMAN ' ACTA DIURNA ' WHICH WAS POSTED DAILY IN PUBLIC PLACES. CHINA'S OLDEST NEWSPAPER BEGAN IN THE EIGHT CENTURY, AND IN THE FIFTEENTH CENTURY , MANUSCRIPT NEWS SHEETS WERE ISSUED IN MAJOR CITIES THROUGHOUT GERMANY. IN 1556, THE VENETIAN GOVERNMENT POSTED THE ' NOTIZIE SCRITTE ' FOR WHICH READERS PAID A SMALL FEE OR ' GAZETTA '; IT BECAME SO POPULAR IT WAS FINALLY PRINTED IN QUANTITY.