Cognizant’s Gaurav Chand on how companies will create innovative ways to build a brand while focussing on demand generation

There is a big difference between ad spend and marketing spend. In fact, marketing spend has been going up since 2008 in the US, as well as across the globe. There are three essential categories that envelop the entire marketing spend. However, in the last three-five years as broadcast matured, linear TV has upped. What I mean by linear TV is IP-based television, which allows one to use Ips for targeted advertising.