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Q. Are there any reputed online or distance learning courses in advertising


in India?

A. MICA offers an online program called "One year post graduate certificate
program in advertising management and public relations". The details are available
on www.mica-india.net.

Q. What is CPM?
A. CPM stands for critical path method. This is a method used in production and operations
management in order to manage the time of a project.

Q. Do you think Nano would work? Because in my view it falls in the same
category as 'Garib Rath'? Car is a status symbol and if you are seen driving
a 1-lakh car, it's not good enough!

A. If we understand Nano as a status symbol car then there is something critically


wrong with our understanding. Nano is a car which is seen as a status symbol for
those who would otherwise ride a scooter. It is seen as a product meant for the
lower middle-income group and for them this would be seen as a status uplifter.

Q. What is scrambled merchandising?

A. Scrambled merchandising is a business format decision in which a retailer tries


to attract a wide variety of shoppers by offering them a wide range of unrelated
merchandise of all kinds. For e.g. a shoe retailer first begins with selling shoes, then
sells belts, then handbags and ends up selling t-shirts as well.

Q. What does entry & exit barrier to a market mean?


A. Any market has its dynamics and various players in it. Entry barrier is that variable like money,
market access, goverment rules which any new entrant faces while trying to go to a new market,
as exisitng players will try to create huge impediments for a new guy to enter. For example, if a
new retail chain wants to enter the supermarket business, they will face entry barriers in terms of
lack of quality real estate, trained manpower etc.
Similarly, if any established company wishes to leave the business of sell off, they face exit
barriers in terms of not finding the right partners, right money, legal clauses etc. - what Ford is
facing while selling Jaguar and Land Rover brands to exit the luxury car business.

Q. What are Tier II cities?


A. Tier II cities are smaller towns and cities as compared to metro and mega cities. So for e.g. if
Ahmedabad is a mega city in Gujarat, Rajkot and Bhavnagar would be considered as Tier II
cities. Tier II cities are in limelight right now as retailers are focusing on opening their outlets in
these cities. Metro and big cities are already over crowded and therefore Tier II cities with a
good population and disposable income offer a lucrative opportunity of business.

Q. In some product categories, big brands enjoy cult status & the lesser
known brands keep fighting to stay up in the ladder. What should be the
focus of such small brands to find a place for themselves?

A. There are brands like Apple and Harley Davidson that enjoy cult brand status.
Small brands lack the required infrastructure as compared to big brands. Small
brands need to focus on their area of expertise and than expand if possible. For e.g.
after establishing strong regional presence in southern India, MTR ventured into
instant food mixes and started selling it nationally

Q. What is lateral thinking?


A. Lateral Thinking in short means "an ability to find multiple right answers."

Q. What is an insight?

A. Insight is like a refrigerator. The moment you open it, a light comes up.

Insights are not facts. An insight connects different sets of associations that lead to
a thought or a solution that was not apparent before.

Insights can come out of anywhere. Every person has his or her own way of arriving
at them. It may be the result of backbreaking months' work, or a momentary
inspired connection.

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