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COVER
STORY
Employment
Branding : The Great Branding Campaign
- - K Sangeetha
"Employment
Branding" is the new buzzword. Development and
management of an employment brand demand much
in reserves and commitment, but the payoffs are
enormous. Used wisely, a brand will be capable
of attracting prospective applicants who are just
right for the company, create a powerful vision
for the employees and, eventually, build the company's
image as the employer of choice. To put it precisely,
successful companies are those willing to capitalize
on the link between employment branding and employer
of choice and venturing to go that extra mile
and engage the public.
©
2006 IUP . All Rights Reserved
ADVERTISING
STRATEGIES
Rural
India : Advertiser's El Dorado
- - Devi Prasad Mahapatra
Iodex is rubbed into the skins of animals
after a hard day's work to relieve muscular pain.
Does this creative idea really work in rural India?
An advertiser stretches his imagination to find
surprisingly different uses of Iodex. With a queer
psychology of purchase and usage, Indian rural
market is still a puzzle to the advertiser. The
red-faced advertisers struggle to promote their
products in rural India. All marketers want to
expand their business in this giant market, but
due to ineffective promotional strategies they
have failed every time. This article makes an
effort to highlight some facts about the rural
market and major strategies of rural advertising.
©
2006 IUP . All Rights Reserved
ADVERTISING
STRATEGIES
Advertising
: The Flavor of Modern Business
- - N Kiran Kumar and N S Venkatesh Kumar
Advertising
in the past had little appeal and was less experimented.
Nowadays, advertisements have become more dynamic
and future-oriented and started concentrating
on social aspects and themes of love and affection.
This article discusses related issues.
©
2006 IUP . All Rights Reserved
TRENDS
AND INITIATIVES
Piracy
in the Indian Film Industry
- - AV Bala Krishna
Piracy in the Indian cinema is causing sleepless
nights to many production houses. Pirates are
enjoying the fruits of others' labor despite there
being laws to curb such illegal activities. The
film industry blames the government for the lack
of an effective controlling mechanism. However,
the government's role is limited due to the lack
of proper coordination among different agencies.
Spiraling ticket prices coupled with developments
in the area of technology is fueling this trend.
©
2006 IUP . All Rights Reserved
TRENDS
AND INITIATIVES
Independent
Film-making and Distribution : Some Trends
- - V Parthasarathy and AV Bala Krishna
The
ever-increasing production costs coupled with
lack of sufficient opportunities for new talent
with major production houses have forced a scenario
of film-making independent of major studios. Independent
films, often referred to as Indie films, have
occupied a prominent position in recent times.
However, independent filmmakers face many difficulties,
especially with regard to financing and distribution.
The development of new technologies in both production
and distribution, and the availability of many
independent film festivals have given a boost
to the growth and development of independent films.
©
2006 IUP . All Rights Reserved
MEDIA
STRATEGIES
Glocalization
of Indian Television
- - GVS Sreedhar
The
television industry in India, like every other
industry, is experiencing heady times. The mushrooming
of new channels has intensified the competition
for viewership. In such a situation, television
broadcasting companies are adopting the strategies
of glocalization and regional-based customization
to improve, both, viewership and return on investment.
This article discusses the strategies adopted
by television channels in India.
©2006 IUP . All Rights Reserved
CUSTOMER
RELATIONSHIP MANAGEMENT
Strategic
Thinking and Customer Relationship Management
- - Tapan K Panda
Strategic
thinking is an emerging phenomenon guiding business
managers to look beyond the point of decision-making.
It has three unique dimensions, viz. time, substance
and cardinality. It helps business managers to
take dynamic decisions to implement it in the
changing business environment. Customer relationship
management programs and data warehousing platforms
support the strategic decision-making process
by enhancing the scope of strategic leveraging,
building a strategic paradox and increasing the
strategic maneuverability through a common window
of consumer information across the organization.
©
2006 IUP . All Rights Reserved
PRODUCT
PLACEMENT
In-program
Advertisements : A New Realm in the World of Advertising
- - Sharif Memon
With
an all-round attack on advertisements, the advertisers
have found a safe and secure path of in-program
advertising to convey their message. Viewers don't
even realize that they are watching an ad during
the program, but suddenly recall the brand as
it is hidden in their subconscious. This article
deals with various featured in-program advertisements
and also the different ways of advertising to
lure the customers.
©2006 IUP . All Rights Reserved
BRAND
MANAGEMENT
A
Taxonomy of Brand Definitions
- - Subhadip Roy
The
current practices in brands and brand management
are giving rise to numerous definitions of a brand.
However, very few can be classified as a definition
and most are actually "what a brand does" and
"what a brand stands for". This article traces
the history of brands and gives an account of
the proliferation of definitions of a brand. It
also tries to broadly classify them into different
groups.
©2006 IUP . All Rights Reserved
CASE
STUDY
Oscar's
Brand Equity : At the Crossroads?
- - Sumit Kumar Chaudhuri and Saradhi Kumar
©
2006 IBS Case Development
Center, Hyderabad. All Rights Reserved.
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