The Advertising Club, Bombay, organised a fascinating
presentation, sponsored by Orange, on ''Marketing Convergence
and its Implications for Advertising Agencies and Clients''
by Dr Jagdish N Sheth for a distinguished gathering
of advertising and media professionals at Hotel Oberoi
resides in Atlanta where he serves as the Charles H
Kellstadt professor of marketing at Goizueta Business
School at Emory University, in Atlanta, Georgia, USA.
Sheth is a consultant to numerous companies in the US,
Europe and Asia. His clients include AT&T, Ernst
& Young, Ford, GE, Motorola, 3M, Whirlpool and many
others. Sheth is also a prolific writer.
main thrust of his presentation was to highlight the
emerging convergence of technologies across media. He
advocated the adoption by advertising agencies of an
integrated marketing communications approach to their
clients, so that new media options could be used optimally.
He gave one example of a giant retailer in the US launching
its own TV channel to establish direct-to-customer links
with thousands of viewers through set-top-boxes linked
through a 500-channel conditional access system (CAS).
major retailer will launch such a dedicated channel
in India within one year, he said. Another example was
of a new, powerful software which identifies, on a real-time
basis, the appropriate and exact moment to air a particular
TV commercial during an on-air TV programme. This does
away with the need to book time-slots in advance. One
more example was of the use of SMS-broadcast in a shopping
mall to invite passing shoppers, within the mall, to
participate in special, time-bound product sales or
stressed that the mobile phone of today will become
the multimedia-communicator of tomorrow and will trigger
the development of unique methods of communicating advertising
messages directly to consumers.
also predicted the "economic invasion" of
India by the US, resulting in huge investments and corporate
takeovers and mergers. American policy, he said, will
henceforth be driven by a perception that the inevitable
and swift development of China as a future ''superpower''
needs to be countered by getting as close as possible
to India, as soon as possible.
will also lead to large Indian groups being presented
with the opportunity to take over or merge with American
companies and thereby become truly global corporations,
he said. "Developing Indian brands globally will
therefore become another huge opportunity for India-based