Hmm. We know we are treading into sensitive territory, but it’s just a question. Let’s read what Dr Bhaskar Das has to say in the Feb 11 edition of Das ka Dum. Read on…

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Q. It’s the season for adspend reports and forecasts. There is a charge that some of them paint a rosy picture just to boost spends. How much can one trust them?

A. I don’t think marketers are so naive as to base their optimism by a survey report only. And I am not sceptical about any such reports. Any adspend/ forecast report is an estimation only on the basis of a decoded pattern and at best directional and can’t be treated as exhaustive. So I beg to differ with your postulation.