MAM
DoubleClick aurvey shows diminishing impact of TV in purchase decisions
MUMBAI: DoubleClick which provides marketing tools for advertisers, direct marketers and web publishers has announced the results of its second annual Touchpoints Survey at the company’s Insight 2004 Annual Conference.
The survey examined the different channels used in the US to reach consumers and analysed their influence, across categories, at different stages of the purchase process.
Overall, the study concluded that broadcast media leads in creating awareness for only half of the categories surveyed. Meanwhile online marketing and websites are having a dramatic impact on the further learning and purchase decision phases of the purchase process.
DoubleClick senior VP, GM online advertising Doug Knopper was quoted in an official release saying,”The Touchpoints survey results show that different product categories require tailored marketing tactics. However it is becoming clearer that very few product categories are immune to online sales. 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.”
As part of the survey, DoubleClick had asked consumers about their purchases within the last six months in ten categories including auto, electronics, food. 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.
Television was able to dominate only half of the 10 categories as the media with the most influence on the first learn or awareness phase of the purchase process. The influence of television declined significantly in the past year in categories like movies, automotive and electronics. This year’s survey asked respondents to rank the influence of various factors on the purchase process to develop a picture of relative impact. All answers were ranked on a scale of 1 to 7, with 7 being highest. Again, online showed enormous influence across many categories.
TV is still able to outrank the online medium in the movie category. This is still largely driven by TV ads, ranking at 5.0. However online movie reviews have a similar impact to newspaper ads. They each rank 2.7.
Brands
Jubilant FoodWorks faces Rs 47.5 crore GST demand, plans appeal
Tax authorities flag alleged misclassification of restaurant services
MUMBAI:Â Jubilant FoodWorks Limited has landed in a tax tussle after receiving a GST demand of Rs 47.5 crore from the office of the additional commissioner of CGST and central excise in Thane, Maharashtra.
The order, issued under the provisions of the Central Goods and Services Tax Act, 2017, relates to an alleged incorrect classification of certain services under the category of restaurant services. According to the tax authorities, this classification resulted in a short payment of goods and services tax for the period between the financial years 2019-20 and 2021-22.
The demand includes Rs 47.5 crore in GST along with an equal amount as penalty, in addition to applicable interest. The order was received by the company on March 13, 2026.
In a regulatory filing to the BSE Limited and the National Stock Exchange of India Limited, the company said it disagrees with the order and believes its arguments were not adequately considered.
The company is preparing to challenge the decision and plans to file an appeal. It added that once the redressal process is complete, the demand is likely to be dropped.
Despite the sizeable figure attached to the notice, the company said it does not expect any material impact on its financials, operations or other activities.
The disclosure was signed by Suman Hegde, EVP and chief financial officer, who confirmed that the company received the order at 19:06 IST on March 13 and has already initiated steps to contest it.
The development places the quick service restaurant major in the middle of a tax debate that could hinge on how certain restaurant-linked services are classified under GST rules. For now, the company appears ready to take the matter from the tax office to the appeals desk.
