What this is
Spec led categories where reviewers decide the outcome before the advertising runs. Seeding and review relationships are the campaign.
What you get
Where it sits
Twenty sector desks, because category fluency is not something you improvise.
Frequently asked
Two to three weeks before launch under embargo.
Engage on facts, fix what is fair, and do not attempt to suppress it. Attempted suppression becomes the larger story.
In India, more than in most markets. But service and warranty confidence increasingly decides between equivalent specs.
Reviews landing after launch week miss the purchase decision. Units go out early or the campaign is fighting from behind.
Reviewers benchmark. Claims that do not survive independent testing become the story instead of the product.
For most electronics purchases the listing is the primary sales asset, and it is usually written by someone who has not seen the brief.
Also in Sector Practices
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