SELECTED COMMONLY USED TEXT-BOOKS IN THE SOUTH ASIA REGION

III. Advertising and Public Relations 1.Adams, Charles, E.: Common Sense in Advertising. New York: Mc Graw Hill Book Co., 1965. The books lays down certain fundamental rules regarding advertising. It dispels the aura about advertising and emphasises a "common sense" approach. 2. Chunnawalla, S.A. & K.C. Sethia: Foundation of Advertising Theory and Practice. Bombay: Himalaya publishing House, 1985. The book discusses the art of advertising which is an economic force, a marketing tool and a social process. The topics covered are advertising principles, agency operation, media planning, advertising appeals, copy and effectiveners of advertising. The strength of the book lies in its use of Indian examples and cases to illustrate concepts and practices. 3. Jefkins, Frank: Advertising made simple. London: W.H. Allen, 1973. A basic book on the subject. The author, true to the title, has discussed the subject in a simple and step by step approach. 4. Kleppner, Otto & Others: Advertising Procedure. Englewood Cliff, NJ: Prentice - Hall, 1983. A book that is widely followed across the region. Although set in the US, the book which has run into several editions has dealt with the subject in a manner that students and teachers appreciate. Topics such as preparing advertising copy are the attractive features of this book. 5. Ogilivy, David: Confessions of An Advertising Man. New York, Althenium, 1963. Although many practitioners would have the academics believe that advertising isn't exactly what Ogilivy has to say, this book is widely followed. More so because the author provides examples that he has worked on. 6. Packard, Vance: The Hidden Persuaders. New York: Pocket Books Inc., 1958. Clearly a classic, this book is useful to analyse the strengths and weaknesses of advertising. The persuasive nature of advertising is clearly explained. 7. Rather: Advertising Management. Bombay: Himalaya Publishing House, 1984. The book covers all aspects of advertising from principles to practices to evaluation methods. Notable areas covered in the book are rural advertising, industrial advertising and public relations as they relate to the Indian situation. 7. Wright J.S & al.: Advertising. New York: Mc Graw Hill Co., 1973. This is a popular book which deals with the subject adequately. The context is the US. 50. Basu, Anil: Public Relations: Problems and Prospects. New Delhi: Space Age Publication, 1987. The book surveys the PR scene analytically and attempts to provide a base for a new phase in the growth of PR in India. Various aspects of PR have been illustrated with Indian examples. 8. Black, Sam: Practical Public Relations. Englewood Cliffs, N.J.: Prentice Hall, 1983. A basic book in the subject in many institutions. The author provides a good insight into the fundamentals of the profession. 9. Chauhan, A.S.: Bublic Relations. New Delhi: Varma Bros, 1978. An introductory book that deals with the Indian situation. 10. Cutlip, Scott M. & Allen H. Center: Effective Public Relations. Englewood Cliffs, N.J: Prentice-Hall, 1982 Comparable to Sam Black's book mentioned earlier. In many institutions this is the only book that is followed. The PR discipline has been presented clearly with appropriate illustrations in the US situation. 11. Kaul, J.M.: Public Relations in India. Calcutta: Naya Prakash, 1988. The book deals with the principles of public relations and its practice in India. Public relations in private as well as public sectors has been discussed and many case studies have been presented. 12. Reddi, C.V.N.: How to be a good P.R.O. Hyderabad: Sharada Publications, 1976. A popular book which reveals the vast experience of the author in the Indian context. The book begins with an introduction to Mass Communication and deals with specific aspects of PR such as government information service and stages of PR.

Cable TV digitisation: TRAI releases tariff orders

To avoid the glitches faced in the first and second phases of the cable TV digitisation process, the Telecom Regulatory Authority of India (TRAI) has turned its attention towards tariff orders once again. The regulator has released draft tariff orders prescribing standard tariff packages for set top boxes (STBS), Digital Addressable Systems (DAS) and Consumer Premises Equipment (CPE) for DTH and cable TV services and has sought comments from the stakeholders for the same. The stakeholders can send their written comments by April 26, 2013. One of the prominent points of tariff regarding STBs is that every multi-system operator (MSO) shall compulsorily offer to its subscribers the standard tariff package for set top box specified in the schedule annexed to TRAI’s order. In addition, MSOs will be free to offer alternative tariff packages for set top boxes in accordance with the existing regulatory framework. Subscribers will have the freedom to choose from amongst the alternate tariff packages so offered as well as the standard tariff package specified by the authority. TRAI has also highlighted the significance of reporting requirement and said, “Every multi-system operator shall report to the authority tariff packages, including all terms and conditions, associated with the supply of set top boxes to the subscribers.” In order to view the interests, TRAI said, “Consumers can be largely protected through the provision for commercial interoperability of STBs. The commercial interoperability provides an exit option for a subscriber in case he/she wishes to change the operator for any reason.” Accordingly, in the relevant regulations/ tariff orders of TRAI, it has been mandated that the operators of DAS shall give an option to every subscriber to procure the STB either on outright purchase basis or hire purchase basis or rental basis, or in accordance with the scheme, if any, prescribed by the body. The standard tariff package has been worked out on the basis of the cost of the set top box at Rs 1,750 and life span of the box, which has been taken as five years. While the residual value has been taken as nil, rental per month based on the cost of the STB on equated monthly installment (EMI) basis is at 15 per cent per annum and 1.25 per cent per month for a period of 60 months. It may be recalled that TRAI is also managing the carriage fees between the broadcasters and the cable operators. Though Phase II of digitisation is over, broadcasters are concerned over the carriage fees as they still have to pay a huge chunk in order to available of the premium bands. At the last meeting held three months back, TRAI had suggested that broadcasters sign an agreement with the operators to share the offer of channel packages and carriage fees. The regulatory body suggested that carriage fees of Rs 3-Rs 5 be set per set top box per annum

PLEDGE to celebrate one more child turning 5 today

Did you enjoy the music in the film? The song was written especially by Sagar Kapoor and S. Balachandran for the film, and inspired by Gondappa’s son turning 5. PLEDGE to celebrate one more child turning 5 today. https://www.facebook.com/lifebuoy/app_108702102646738

IRS 2012 Q4: Seven of top ten publications lose readership

As per IRS data for Q4 2012, among the top 10 publications, Dainik Jagran, Dainik Bhaskar, The Times of India, Amar Ujala, Lokmat, Daily Thanthi and Mathrubhumi have seen decline in their Average Issue Readership (AIR). On the other hand, Hindustan, Malayala Manorama and Rajasthan Patrika have seen marginal rise in AIR. Dainik Jagran, still sitting at the number one position, has lost more than one lakh readers. In the previous quarter, IRS figure of Dainik Jagran was 16,474,000, which has decreased to 16,370,000. Dainik Bhaskar continues to be in the second spot, but it’s a wake-up call for the publication as it has lost more than 75,000 readers. In the previous quarter, the IRS figure of the publication was 14,491,000, which have come down to 14,416,000. Hindustan retains the number three spot. The daily has witnessed marginal readership growth of 4,000. In the previous quarter, IRS for Hindustan was 12,242,000, which has increased to 12,246,000. Malayala Manorama has grabbed the fourth position among all the publication; it is the only regional daily among the top five. It has added 8,000 readers this quarter. The AIR of Malayala Manorama was 9,752,000 in Q3, which has increased to 9,760,000 in Q4. At fifth position, Amar Ujala has lost more than one lakh reader, with an AIR of 8,536,000 in previous quarter and 8,434,000 in the current quarter. The Times of India is the only English publication in this list. The paper has lost 38,000 readers during the current quarter, taking its AIR from 7,653,000 in Q3 to 7,615,000 in Q4. Daily Thanthi has seen a decline in AIR to 7,334,000 in Q4 from 7,417,000 in the previous quarter. Lokmat has seen the third largest fall in AIR of 96,000 readers during the quarter, taking its AIR down to 7,319,000 in Q4. Rajasthan Patrika is the second Hindi daily which has seen growth in readership, notching an AIR of 6,837,000 in Q4, by adding 19,000 readers. However, it’s decline for Mathrubhumi once again, which has registered an AIR of 6,334,000, losing 81,000 readers during the quarter.

IRS 2012 Q4: It’s bad news for Lokmat, Dinakaran & Daily Thanthi

Saturday,Mar 30, 2013 The entire industry is chanting one slogan ‘Regional is the new national’ but when it comes to IRS results, the picture is different. Six of 10 regional dailies have witnesses decline in readership in IRS 2012 Q4. Also, the four that have seen increase, have only seen marginal growth. Malayala Manorama retains top position, seeing increase of 8,000 AIR in the current quarter. In Q3 AIR of Malayala Manorama was 9,752,000, whereas in Q4 it is 9,760,000. Daily Thanthi, though it managed to retain the second spot in Q4, lost a huge number of readers – 83,000. In the previous quarter, Daily Thanthi has readership of 7,417,000, which came down to 7,334,000 in IRS Q4. Lokmat witnessed the steepest fall – losing 96,000 readers, but still managed to retain third position. The Marathi daily had also lost 98,000 in the previous quarter. The AIR of Lokmat in previous quarter was 7,409,000, which decreased to 7,313,000 in Q4. Mathrubhumi also lost 81,000 readers; its AIR decreased from 6,415,000 in Q3 to 6,334,000 in Q4. On the other hand, it’s a growth story for Eenadu; it has managed to add 15,000 readers, taking its AIR to 5,972,000 in Q4 from 5,957,000 in Q3. Ananda Bazar Patrika has lost 38,000 readers in this quarter, taking its AIR of 5,788,000 in Q3 to 5,750,000 in Q4. In the seventh spot, Sakshi has added a good number of readers in the current quarter. In the last quarter, it had added 37,000 readers, whereas in this quarter it has added 36,000 readers, increasing AIR from 5,343,000 in Q3 to 5,379,000 in Q4. In eight place, Gujarat Samachar has seen decline of 39,000 readers. In the previous quarter, AIR of Gujarat Samachar was 5,153,000, which has declined to 5,114,000 in the current quarter. Though Dinakaran is in ninth position, it has seen decline of 96,000 readers in the current quarter. The AIR was 4,912,000 in Q3, whereas the current AIR is 4,816,000 In last place, Daily Sakal has seen maximum growth in readership, gaining readership of 66,000. Sakal AIR has increased to 4,469,000 in Q4 from 4,403,000 in Q4.

IRS 2012 Q4: Nine out of 10 English magazines lose readership

Publisher worries continue as nine out of 10 English magazine’s Average Issue Readership (AIR) has declined this quarter. The Indian Readership Survey (IRS) 2012 Q3 data had registered seven English magazines losing readership. Though India Today is sitting at the top in the ranking, the magazine has lost 46,000 readers this quarter. The weekly magazine had recorded an AIR of 1,526,000 in Q3 and after losing readers in current quarter, the AIR of the magazine is 1,480,000. Monthly magazine General Knowledge Today is the second largest magazine to lose readers among the top ten. The monthly had recorded an AIR of 1,047,000 in Q3 but has lost 54,000 readers in this quarter, with AIR of 993,000 in IRS Q4 2012. In the third position, Reader's Digest registered the steepest decline in readership. It has lost 58,000 readers. The AIR of the monthly magazine was 1,016,000 in Q3 but is down to 958,000 in Q4. Competition Success Review lost 33,000 readers this quarter. The monthly had AIR of 703,000 in the previous quarter, whereas after witnessing a huge decline, the current AIR is 670,000 in Q4. Weekly magazine Outlook has lost 23,000 readers. The current AIR of the magazine is 451,000 in comparison of 474,000 in Q3. The only silver lining is for the English magazine industry, though very faint, is that Pratiyogita Darpan has gained 14,000 readers – the only English Magazine to gain readership. It has also climbed to number 6 position this quarter as against to number 8 position in Q3. Its AIR this quarter is 431,000. The Week has lost 10,000 readers in IRS 2012 Q4. It has also slipped down one position i.e. number seven. In the previous quarter, Stardust was at number seven but in IRS Q4, the film magazine lost 14,000 readers and slipped to number eight position. There is no change in the ranking in the last two positions. Business Today sits at number nine, after losing 3,000 readers and Wisdom at number 10, after losing 12,000 readers in the current quarter.

Havas Media bags Voltas account

Voltas has awarded its media planning and buying responsibilities to the newly rebranded Havas Media, following a multi-agency pitch that saw participation from GroupM, Madison, Aegis and IPG. Speaking on the appointment, Pradeep Bakshi, Chief Operating Officer – UBBG, Voltas said, “We are happy to announce that Havas Media has been appointed as our media agency for our room AC and other unitary products business. During the multi-agency pitch we were impressed by their capability to look beyond seasonality and traditional media. Their understanding of the category from a regional perspective was also very accurate. We look forward to working closely with them in our next phase of growth in the coming years.” “We are delighted to have Voltas as a part of our portfolio yet once again. It was a very tough but a well-organised pitch with practically all the leading agencies in the fray. I am delighted that we have been able to demonstrate our capabilities through our insights and category understanding. I believe our extremely focussed and well integrated effort made us win the business. While it is a great brand to be associated with, more importantly, they are a wonderful client to work with. This prestigious win is yet another very important milestone in Havas Media India’s ambitious growth plans,” said Anita Nayyar, CEO, Havas Media, India and South Asia.

IAA vows to stop violence on women

International Advertising Association (IAA) has launched the IAA Gender Sensitisation Drive – the components of which seek to fundamentally change the deep rooted bias against women. “The initiative has an acronym ‘VOW’ standing for ‘Violence on Women’ which we seek to stop, consciously doing our bit and taking a vow to get rid off this scourge in our society,” Srinivasan K Swamy, President, IAA India Chapter. The initiative consists of two equally important segments” Gender sensitisation seminars for content creators The first part of the drive would be to hold a series of seminars across India to sensitise content writers in film and TV industry, story writers (in print media) and in advertising, to guard against typifying women and on other gender nuances, and create focussed awareness about the right way to project women across media. The seminars would be addressed by a galaxy of experts in the field and also leading lights of the communications industry. The first one is already scheduled in Mumbai on February 16. IAA is hoping to have the Union Minister of Women and Child Development Krishna Tirath to inaugurate it. Seminars are also being planned in Delhi, Kolkata, Hyderabad and Pune in the next few months. Pradeep Guha, IAA Regional Director (Asia Pacific) said, “This is yet another instance of the IAA taking the lead and showing how the power of communications could be used for a good cause. This would go a long way in sensitising people on a very important issue.” Multi-media advertising campaign against ‘eve teasing’ The second initiative is a national advertising campaign that will use the creative resources of the communications industry and the strength of media linkages to use creative communications to try and change behavioural patterns in a manner that would benefit women. Eve teasing has been identified as the critical issue that needs to be addressed. Swamy said, “Eve teasing is seen as the mother of most evils affecting women. Today’s eve teaser is tomorrow’s molester, and could be a future rapist. It is necessary to nip this in the bud itself. Research and experience of experts in the field like UNFPA and leading NGOs like Laadli have also suggested this subject as the critical one to address.” A national contest would be run inviting entries from creative people all over the country on how to tackle this issue through effective communication. The entries for this contest would be judged by the best creative minds in the communications industry and shortlist some good campaigns; and an elite jury consisting of leaders from a cross section of society and NGOs would then select the winning campaign. The IAA would fund the production of this winning entry and use its strong media linkages to run the campaign on all newspapers and TV channels across the country. Kaushik Roy, Chairman, IAA Public Service Committee said “You will realise that in a period of about three months we will have a concentrated burst of positive attention on the importance of women’s issues. We believe that such an initiative conducted by the entire communications industry lead by the IAA would have a very salutary effect on the burning issues confronting women today.”