How 'integrated' is advertising in India?
Recently, an academic researcher asked me a few questions about the challenges and problems faced by agencies while working on Integrated marketing campaigns. Well, my reply was a rather long and unstructured list of complaints. So here's the disclaimer, I am not a pessimist. :) But i am good at comprehensive exploration of shit gone wrong. These lists are useful in making things better. I am sharing my reply here because it might be a good starting point to complete the picture. My reply choses the negatives - someone can add positive anecdotes, someone can add experiences from other geographies. I have largely written from experiences I have heard from fellow planners I know and my own experiences, which is not a good research design. :P So in a way.. here's the hypothesis and I am asking any planner out there to validate, improve upon or point out the bullshit. Title in bold were questions asked by the researcher. Text in italics are my hypothesis' which are large...