Below the line ads work better: Kapur

Below the line advertising will supercede above the line in future, said Ranjan Kapoor, country head WPP Group.

Kapoor was speaking at a seminar "Shaping Young Minds" jointly organised by All India Management Association and Calcutta Management Association.

Responding to queries on saturation of television as a medium of advertising, he said that in India the frequency of advertising on the television was much less than the US and it would be a while before it reaches saturation level.

He however forewarned that alternative platforms would emerge and they would be based on one on one interaction between the advertiser and the consumer.

Kapoor said, advertising in the print media would also be more interactive and ultimately below the line advertising would gain popularity. Addressing students, Kapoor spoke at length about the pitfalls of fame and fortune and said that people would have to master time or would run the risk of falling into the time trap.

He said, there were four stages in life, learning, earning, yearning and burning. The learning phase ends when one come out of training and then one steps into the earning stage.

Ultimately by the end of the yearning phase, which is also the phase of unlimited desires, one is totally burned out.