Students at SCMS Cochin got an in-depth look at advertising in the electronic media when Reghu Ramachandran of Asianet Communications Ltd. addressed a May 1 Industry Interface Interaction session.
Reghu Ramachandran, vice-president and national sales head for Asianet and Asianet Plus, received his MBA in marketing and sales management from Bharathiar University and has been at Asianet since 1994.
He told the SCMS students that media selling has many venues it can pursue such as television, radio, the web, mobile marketing and out of home advertising. But he pointed out while out of home advertising – such as billboards, benches and on transit – is attention grabbing, it doesn’t allow the advertiser to go into detail and is not a medium for brand building.
The point of advertising is to inform, persuade, remind and build a brand, he said, and those selling advertising must strive to get results for their advertisers, develop new business and increase customer loyalty.
Ramachandran told the SCMS students Asianet was a leader in pioneering the use of electronic media. Asianet Communications Limited (ACL) is jointly owned by STAR TV/Fox International Channels and Jupiter Entertainment. It was formed in 1991 and has its headquarters Thiruvananthapuram in the south Indian state of Kerala. The company owns several television channels including Asianet, the first privately owned satellite channel broadcasting in the south Indian language of Malayalam. In 2008, the News Corporation-owned STAR TV/Fox International Channels became a majority shareholder in ACL.
While many in the crowd were inspired to consider this field as a career choice, he stressed that it was no “cakewalk” and required practitioners to be highly skilled and hard working.