For instance, there has been almost no discussion on the business practices in the way media is bought and sold by agencies.
For years I have been hearing about and discussing this with media agency bosses and media owners, none of whom will go on the record. In the last three years, the stories have got gorier.
There are stories of young media buyers who want media companies to take care of their wedding expenses.
There are others who demand that media firms with which they do business should sponsor their honeymoon.
Durables such as refrigerators are commonly demanded and quietly given. So are gift vouchers, foreign holidays, junkets or tickets to events.
This plain transaction of cash to be part of a media plan is one of the business practices widely prevalent in the media industry.
There are others.
For example, if an agency bills an advertiser for Rs 100 for a newspaper ad and should pay the newspaper Rs 98, it may actually pay Rs 95.
This is an additional "incentive" that the advertiser may or may not be aware of. This column, however, focuses on the direct "incentives".
Why does this matter? What is at stake?
Text: Vanita Kohli-Khandekar, Business Standard
Images: AFP, Associated Press and Reuters