Stefano Pelle of Perfetti Van Melle Addresses Budding Managers at IMI, New Delhi

Stefano Pelle of Perfetti Van Melle Addresses Budding Managers at IMI, New Delhi

He discussed the different formats used in online advertising and the method used for charging the companies for the ads. Comparing the global and Indian scenario, Mr. Stefano Pelle said, "Though the main mode of advertising is still 'print' but other modes like television, radio, mobiles, also play an important role in advertising.

The most upcoming form of advertising is advertising online which is currently in its nascent stage but has a great potential as a medium of advertising in the future."

In India, Advertising Industry grew by 22.7% in 2006, crossing the figure of Rs. 14500 crores. Online advertising growth in same year was 57.1% which was way ahead of other traditional medium. According to Mr. Stefano Pelle, 10-15 years down the line, online advertising will be having maximum share in total ad expense.

Presenting the case study on Monte Carlo Winter collection, Apollo Acelere Sportz, Protex HappyDent and Mentos Helpline, he helped the students in gaining an insight and practical perspective of the current online advertising scenario. IMI students got to discuss issues ranging from social cost of advertising, Mentos Coke controversy, Indian ad markets vs US ad markets, and cost effectiveness of online advertising.

Introducing Mr. Stefano Pelle, who joined IMI as Hony Adjunct Professor, Prof. C. S. Venkata Ratnam, Director, IMI, observed that though internet density in India is lower than some African countries, given the size of the middle class population, the reach of online advertisement in India could be as large as that of Europe. He quoted Late Dewang Mehta of NASSCOM, who used to speak about how a one-time display of a glass-piece studded tie a village woman in Gujrat put on website many years at the prodding of her nephew, resulted in a huge order equal to the business she did over 20 years. That indeed is the power of online advertisement with wide reach at low cost piercing through the barriers of geography and time, Dr. Ratnam said.

Concluded.

Contributed by -
Varun Khetawat & Chavi Agarwal,
Memebers, Junior Media Cell,
International Management Institute (IMI), Delhi.

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