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Eyes and ears of marketing

Media experts point out various flaws in the BARC television rating system. But what they don't point out is that BARC ratings (or the earlier TAM ratings) are not used by advertisers in isolation

company, board, management, policy, marketing, plans, growth, diversity, gender
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Ambi Parameswaran
“Sir, the new Tarzan ad of Strepsils is really funny,” said Ajay Mohan (name changed) to me. Ajay was then the sales representative of Boots in Patna. I thanked Ajay and asked him where he had seen the ad, and if he had visited Delhi. Why Delhi? Well, the ad he spoke about had been aired only on the Delhi TV channel. So there was no way he could have seen it on Patna’s Doordarshan channel. 

Ajay quickly corrected me: “No, Sir, the ad comes on Patna Doordarshan. I have not been to Delhi in a year.” Aah! What was happening?
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