ET’s 15 questions

In the 28th December supplement of Brand Equity, Economic Times has asked 15 questions about things that interest and excite consumers. These questions are asked to a mix of marketing and advertising professionals. And I am shocked how clueless some of them are!

Last time ET ran a similar questionnaire, people did not fare much better either.

Most were unaware of new trends that almost border on mania (I-pod, podcasting, bey-blades), innovative and popular offers (McDonalds Happy Price Menu offer for just INR 20), or even knowing which management guru died recently (Peter Drucker).

If I were the head of marketing, this would worry me. For instance, Piyush Pandey, considered to be the finest creative brain in Indian advertising industry answered only 6 questions correctly. The questions he answered right were mostly about his industry (the new corporate colours of the telecom brand Hutch, recognizing a tagline…).

If advertising professionals do not have a feel for the pulse of the market how can they be relied upon to deliver advertising that works ? Or how can marketing professionals come up with strategies or new products that strikes a chord with the audience?