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‘Television – best medium for advertisers,’ says who?
MUMBAI: The long-standing myth, that the broadcast media leads in creating awareness among consumer and is the best bet for advertisers, now no longer stands in good stead. The recent results of the Touchpoints Survey at the company’s Insight 2004 Annual Conference confirm the above statement.
The power of interactive marketing most definitely seems to be outweighing the television’s aura, as the former seems to be making tremendous headway on consumers’ buying decisions, resulting in a decrease of television’s influence according to a study released by DoubleClick Monday
The survey examined the sequence of how consumers first learn about products in these categories, how they further learn about them and which factor most influenced their purchase decision.
Different channels used to reach consumers were scrutinized and
analysis of their influence, across categories, at different stages of the purchase process was studied. Overall, the study concludes that broadcast media leads increasing awareness for only half of the categories surveyed, and online marketing and websites are having a dramatic impact on the further learning and purchase decision phases of the purchase process.
“While TV still impacts awareness, the influence of interactive marketing including advertising, search, and email is chipping away that share. For example, for the first time we see Internet ads driving awareness in categories such as personal finance. In addition, online continues to have a profound impact on the further learn and purchase decision phases across most categories,” says DoubleClick Senior Vice President and General Manager of Online Advertising Doug Knopper.
The product categories examined included auto, electronics, food, health and beauty, mortgages/investments and credit cards/retail banking, movies, prescription drugs, telecom services, personal/household care and house and home.
For the first time, Internet ads are driving awareness in categories such as personal finance, as well as mortgages and investments, the study said.
Awareness for travel is driven by travel Web sites, credit cards/retail banking by direct mail, mortgages/investments by Internet ads, and personal/household care and home products by print. The influence of television has declined significantly in the past year in categories like movies, automotive and electronics.
The study was fielded for the second time in December of 2003 with a total of 2,000 completed surveys with a minimum of 200 per product category. There was an even split of adult male and female respondents.
DoubleClick is the provider of tools for advertisers, direct
marketers and web publishers to plan, execute and analyze their marketing programs.
NEW DELHI: Hamdard Laboratories gathered a cross-section of India’s achievers in New Delhi on Friday, handing out the Hakeem Abdul Hameed Excellence Awards to figures who have left their mark across healthcare, education, sport, public service and the arts.
The ceremony, attended by minister of state for defence Sanjay Seth and senior officials from the ministry of Ayush, celebrated individuals whose work blends professional success with a sense of public purpose. It was as much a roll call of achievement as it was a reminder that influence is not measured only in profits or podiums, but in people reached and lives improved.
Among the headline awardees was Alakh Pandey, founder and chief executive of PhysicsWallah, recognised for turning affordable digital learning into a mass movement. On the sporting front, Arjuna Awardee and kabaddi player Sakshi Puniya was honoured for her contribution to the game and for pushing women’s participation onto bigger stages.
The cultural spotlight fell on veteran lyricist and poet Santosh Anand, whose songs have echoed across generations of Hindi cinema. At 97, Anand accepted the honour with characteristic humility, reflecting on a life shaped by perseverance and hope.
Healthcare honours spanned both modern and traditional systems. Manoj N. Nesari was recognised for strengthening Ayurveda’s place in national and global health frameworks. Padma shri Mohammed Abdul Waheed was honoured for his research-backed work in Unani medicine, while padma shri Mohsin Wali received recognition for his long-standing contribution to patient-centred care.
Education and social development also featured prominently. Padma shri Zahir Ishaq Kazi was honoured for decades of work in education, while former Meghalaya superintendent of Police T. C. Chacko was recognised for public service. Goonj founder Anshu Gupta received an award for his dignity-centred rural development initiatives, and the Hunar Shakti Foundation was honoured for empowering women and young girls through skill development.
The Lifetime Achievement Award went to former IAS officer Shailaja Chandra for her long career in public healthcare and governance, particularly in the traditional systems under Ayush.
Speaking at the event, Hamdard chairman Abdul Majeed said the awards were a tribute to those who combine excellence with empathy. “These awardees reflect Hakeem Sahib’s belief that healthcare, education and public service must ultimately serve humanity,” he said.
Minister Seth struck a forward-looking note, saying India’s young population gives the country a unique opportunity to become a global destination for learning, health and wellness by 2047.
The ceremony also featured the trailer launch of Unani Ki Kahaani, an upcoming documentary starring actor Jim Sarbh, set to premiere on Discovery on 11 February.
Instituted in memory of Unani scholar and educationist Hakeem Abdul Hameed, the awards have grown into a national platform that celebrates those building a more inclusive and resilient India. For one evening at least, the spotlight was not just on success, but on service with substance.
