MEDIA-I: Brandfit offers qualitative planning

<p>NEW DELHI: Agencyfaqs, India's advertising news portal, has </p><p>developed a proprietary qualitative media selection model for the </p><p>internet to fill what it says is a gap in the market. </p><p><BR><BR> </p><p>It noted that although media players have a number of choices, there is </p><p>little in the way of qualitative information to assist in media </p><p>selection on the basis of the editorial fit between brand and media </p><p>vehicle. It said this gap meant that major advertising opportunities in </p><p>key publications could be lost. </p><p><BR><BR> </p><p>Sandeep Vij, Agencyfaqs' media planner, created Brandfit as an online </p><p>qualitative media selection model. </p><p><BR><BR> </p><p>"Brandfit's 2,000 registrants are media planners, brand managers and </p><p>other media-related professionals. Overseas representation in the </p><p>registrant database is small, but there is a relevant number from Dubai, </p><p>Jakarta, Hong Kong and Sydney. They include public relations companies, </p><p>media buying houses, brand managers and media planners." </p><p><BR><BR> </p><p>Vij said Brandfit offers three search modules and a comprehensive look </p><p>into the print media in key Indian languages. </p><p><BR><BR> </p><p>Sanjoy Chakrabarty, media services director and vice-president MindShare </p><p>India, said that Brandfit would add a new dimension to media planning </p><p>and media placement. </p><p><BR><BR> </p><p>Anita Nayyar, associate vice-president, Media Grey, India, added: </p><p>"Brandfit ensures a brand's presence in the relevant ambience and </p><p>environment. The probability of the ad being noticed and read should at </p><p>least increase by between five and 10 per cent." </p><p><BR><BR> </p>