COVER STORY
OOH Advertising : Catching Customers on the Move
-- Swati Soni and Makarand Upadhyaya
With increasing fragmentation of traditional advertising media and growing resistance among consumers to
the bombardment of advertisements they are faced daily, marketers are compelled to constantly explore new
avenues to increase their chances of being seen and heard by the target audience. Out-of-Home (OOH) advertising comes
to the rescue of marketers with its innate ability of being economical, effective, accessible and interactive. This
article explores the relative merits of this medium and provides several recent examples of its effective and
innovative usage.
© 2010 IUP. All Rights Reserved.
SALES MANAGEMENT
Successful Selling of Insurance Products : Challenges and Strategies
-- Shailendra Dasari and Bhushan Harne
Insurance is probably the most misunderstood and perhaps also the most avoided offering among the entire gamut
of financial products. This is for the simple reason that it addresses a negative emotion - fear, i.e., the fear of loss of
life, health or property. In the light of this background, this article deals with the challenges and strategies of
selling insurance products.
© 2010 IUP. All Rights Reserved.
PUBLICITY
Controversies Regarding Bollywood Films : A New Publicity Tool?
-- Nidhi Upadhyay
Promotion is one of the four components of the marketing mix. And publicity in turn is one of the elements of
promotion. Publicity is a form of marketing communication where the message appears to come from the medium itself and
not from the marketer of the product or service. Marketers would normally try to elicit positive publicity in order to
build goodwill among the target segments. However, several recent instances suggest that negative publicity related
to controversies associated with some Bollywood films have worked strongly in their favor. The timing, context and
content of the controversies also make one wonder whether controversies are being engineered as an indirect tool
for promoting the films.
© 2010 IUP. All Rights Reserved.
TECHNOLOGY IN MARKETING
Prospects for Biometrics in Indian Retail
-- Anurag Singh
Biometric technology has made considerable inroads in the retail sector in developed countries, particularly for
making payments against one's purchases. The technology is being used as a solution for mitigating a variety of
frauds, especially those related to identity theft. The Indian retail sector too offers tremendous potential for the beneficial
use of this technology. The Unique Identification Authority of India's move to use biometrics has given a strong fillip to
this technology in India. This article offers a preliminary assessment of the potential role that biometrics can play in
the Indian retail sector.
© 2010 IUP. All Rights Reserved.
COMPETITIVE STRATEGY
Application of Michael Porter's Five Forces Model to the Indian
DTH Television Industry
-- B Balaji Sathya Narayanan
The Five Forces Model of Competition was postulated by Prof. Michael Porter of Harvard Business School in 1979
for analyzing an industry's competitive environment and responding to the same with appropriate strategies. This
article applies the same to the Indian Direct-to-Home (DTH) television industry.
© 2010 IUP. All Rights Reserved.
CONSUMER RESEARCH
Viewers' Recall of Products and Brands Advertised During
the Telecast of IPL Matches
-- Ranjith P V and Rajesh Nair
This article is based on a survey carried out in Navi Mumbai among those who had viewed IPL matches on
television during the third season in April-May 2010. It is primarily an advertising research and tries to identify the products
and brands most often recalled by the viewers, among those advertised during the telecast of IPL matches. It also
explores related issues such as influence of the advertisements on the buying decision, interest in watching IPL matches
in multiplexes without the ad breaks, etc.
© 2010 IUP. All Rights Reserved.
BRAND MANAGEMENT
Brand Renewal : Rejuvenating and
Rekindling Interest in the Brand
-- Andrew Franklin Prince and Reuban Jacob
Periodic brand renewal helps to keep a brand young and vibrant. Years may pass, but how healthy and energetic
a brand remains, depends not on its age, but on how it is perceived by the consumers. Brand renewal helps in giving
a fresh lease of life to a brand, which has reached a point of stagnation or decline. A brand may be renewed
or rejuvenated through various means _ by providing a new zing to the product's features, or by making changes to
the packaging, logo, advertising and so on.
© 2010 IUP. All Rights Reserved.
CASE STUDY
Indian Premier League : The Big Brand in Doldrums
-- Priyanka and Pallavi
The Indian Premier League (IPL) cricket matches have gone through three successful seasons
during 2008, 2009 and 2010 respectively. IPL has been modeled broadly after similar leagues in football
and other games that are popular elsewhere in the world. IPL has seen tremendous success from
the commercial point of view. It has also helped to a great extent in creating excitement and interest in
the game of cricket in India. However, some recent controversies related to procedural and
financial improprieties have marred the image of the IPL brand. This case study takes a look at the positive
and negative dimensions of IPL and offers scope for debate and discussion.
© 2010 IUP. All Rights Reserved.
INDUSTRY FOCUS
The Indian Telecom Industry : Market and Competitive Scenario
-- Ambika Rathi and Rajesh Verma
The Indian telecom industry is one of the largest and fastest growing in the world. The Government's liberal
policies have completely revolutionized the telecom sector. Telecom services are now available at very low prices, as a result
of which the subscriber base has increased phenomenally. However, the entry of numerous players, the low
average revenue per user and the reducing pace of business growth in recent years have made the industry
extremely competitive, with the possibility of mergers and acquisitions looming large on the horizon.
© 2010 IUP. All Rights Reserved.
Global
Executive Summaries |
- The Secrets of Selling DOOH Advertising to Advertisers and Agencies : Short-Term Revenue Solutions
Full Text: www.digitalsignageexpo.net
- Conversion Studies and Their Role in Accountability Research
Full Text: www.travelmichigan news.org
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