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COVER
STORY
Online
Advertising : A Recent Phenomenon
-- Durga Sinha
The Internet is the best bet if marketers
have to address young consumers. It is also a
cost-effective way of reaching their target audience.
The additional benefit of tracking the effectiveness
and response to online advertising adds value
to the tool. However, the future of online advertising
depends on the product category, the target audience
and the degree of innovation an advertiser is
prepared to experiment with in the media.
© 2008 IUP . All Rights
Reserved
MARKETING
STRATEGY
The
`Chak De!' Effect : A Post-Mortem
-- Kisholoy Roy
Chak De! India not only proved to be a landmark
movie in the career of superstar Shah Rukh Khan
but it also brought the 16 actors featured in
the movie as women hockey players to the limelight.
The actors were collectively branded as the Chak
De! Gang of Girls. `Chak De!' was found to be
the buzzword for motivating players across all
sporting domains. The title song of the movie
Chak De! India has become the new sporting anthem
for the Indians. Thus, most advertising professionals
feel that such engaging films constitute a cost-effective
and influential medium for advertising. Chak De
is a best example of `In-film' product placement.
© 2008 IUP . All Rights
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MARKETING
STRATEGY
"Hey
Marketer, Give Me a Reason to Talk and Let Me
Talk About Your Stuff"
-- Rajiv Joshi
Buzz marketing is all about sharing the information,
touch, novelty, experiences and connecting the
voice of the customer with the marketers' mainstream
communications. The exercise of connecting or
buzz involves initiating a conversation with certain
individuals in the network, which the marketer
is trying to influence.
© 2008 IUP . All Rights
Reserved
MARKETING
STRATEGY
Sports
and Branding
-- Indira Upadhaya
We
have seen, branding in sports is phenomenal, do
it right and you have created niche for yourself
for the years to come.
© 2008 IUP . All Rights
Reserved
MARKETING
STRATEGY
Online
Gaming : Indian Perspective
-- Dr. B Prem Kumar
New
technologies and high-speed Internet connections
have helped the online gaming to become a favorite
pastime on the Internet. While gamers invest large
amounts of time and money for enjoyment, others
see an opportunity for mischief or illicit profit.
© 2008 IUP . All Rights
Reserved
MARKETING
STRATEGY
Ambient
Advertising
-- S Suja and Reem Shafiq
The
marketing arena is witnessing a period of change.
This has led to the need to find new ways of increasing
cost-effective `breakthrough' communication. One
of the recent additions to the suite of marketing
communication activities is `ambient advertising'.
This article gives an overview of this method,
the way in which it is different from the traditional
ways of advertising, the ways of measuring its
effectiveness and also its models.
© 2008 IUP . All Rights
Reserved
MARKETING
STRATEGY
Emo-rational
Appeal in Advertising
-- Varsha Jain
Advertising
is a major and essential marketing tool for all
the products and brands. As the number of brands
and products have increased in the entire product
category, it is difficult to persuade the customers
or entice them towards the products. In such a
competitive world, companies need something other
than tangibles to increase curiosity in the customers
and change their behavior. This article will give
the emo-rational appeal in advertising. It means
that emotional aspect comes first in the advertising
appeal compared to the rational aspect in luring
the customers. It also depends on the target audience
and product type.
© 2008 IUP . All Rights
Reserved
BRANDING
Branding
in Food Industry : An Overview
-- Vikas Shrotriya
It
has been rightly said by Al Ries and Jack Trout
that "Marketing is not a battle of products, it's
a battle of perceptions", in their book, 22 Immutable
Laws of Marketing. A customer tends to purchase
the brand, which he can instantly recall at the
thought of buying a product. It is always better
to be first in the mind than to be first in the
market. The most powerful concept in marketing
is owning a space in the prospect's mind. In order
to be perceived first by the buyer, marketers
put deliberate efforts in making the product recognizable
and perceivable and branding becomes an effective
tool in achieving this objective. Branding helps
in winning the battle of perceptions. This article
discusses various aspects related to branding
in the food industry.
© 2008 IUP . All Rights
Reserved
ADVERTISING
Snapshots
from Financial Services Advertisements
-- Ashwini Sovani
The
financial products market is typically overcrowded
and ambiguous to an extent. There is a major overlap
of various products and hence, it is difficult
to identify the boundaries of product offerings.
This article analyzes the advertisements of various
financial products and discusses the issues that
emerge from the advertisements as characteristics
of this industry.
© 2008 IUP . All Rights
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RETAILING
Retail
and Logistics : In Perfect Synchronization
-- Lopamudra Ghosh
The
Indian economy is growing at a very rapid rate.
Two of the major sectors that are matching its
pace with each other are the `retail sector' and
`logistics sector'. This article highlights the
importance of logistics industry in the Indian
retail sector.
© 2008 IUP . All Rights
Reserved
MEDIA
The
Changing Face of Media in the World of Advertisement
-- Garima Rai
The journey of modern day mass media advertising
began with the invention of the printing press.
Even today, the print medium is a preferred choice
for many advertisers. Newspapers and magazines
are being used effectively in reaching out to
specific segments. The 1920s witnessed yet another
revolution. Radio emerged as a powerful medium
for advertising. However, with the advent of television,
radio lost its glory. Now, despite the popularity
of television, radio has staged a comeback in
the form of FM radio. It has a long reach, as
it is highly portable. Television began its journey
somewhere in the mid-1940s. Advertisers were attracted
towards this audio-visual medium. It is interesting
to note that in the early days of television advertising,
there used to be only one sponsor for the entire
program. But today, the scenario is changing.
© 2008 IUP . All Rights
Reserved
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