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COVE
STORY
Event
Management
-- Vineet Tandon
This
article talks about the live entertainment industry, the reasons
for its growth in India, the growth trends, the challenges
for the live entertainment sector as well as the processes
involved in the complete Event Management process. The sector
is expected to outperform the economy by offering a growth
rate of around 30%. Live entertainment, thus, is going to
be a huge wealth creator in the Indian economy as well as
provide a host of opportunities to the budding entrepreneurs
who will venture into this industry, which is more idea-intensive
than capital-intensive.
© 2004 IUP. All Rights Reserved.
REACTIVE
ADVERTISING
Advertising's
Scary New Twin
-- Arvind Lodaya
Do
you fume every time a fairness cream ad comes on TV or on
a billboard? Do you wince every time your child insists on
a packet of fries every time he/she sees an ad? Do you grimace
every time you see a mega petro-corp ad set in a rainforest,
or a soap ad set in a desert, or just a barely disguised liquor
ad? Do you resent the unstoppable invasion of advertising
over more and more aspects of our lives from birth to death?
If you said `yes' or better still a loud `YES!'Read on.
© 2004 IUP. All Rights Reserved.
MEDIA
PLANNING
The
Evolution in Media Planning
-- Joan Marques
While
the manifestation of advertising through traditional media
is still abundantly present, there have been consistent indications
that new perspectives and trends are emerging. The most significant
innovation that might evolve in the coming times with regard
to the advertising world is, that a shift will become visible
from traditional media to interactive and other, more specifically
defined `niche' media. This article reviews the current media
scenery in the US, as well as possible reasons behind the
contemporary circumstances; changes that are taking place
in the market, and expectations for the near future.
© 2004 IUP. All Rights Reserved.
E-CRM
CRM:
Why Organizations are Reinventing Sales Force Automation
-- Colonel RS Prasad and Dr. Rajiv Gupta
Recently,
another new trend has been observed in the market place with
respect to CRM. Though most organizations feel that implementation
of an integrated CRM is better, others including some reputed
and successful organizations have implemented Sales Force
Automation (SFA) in the recent past or are in the process
of implementing SFA. Hewlett-Packard is one such organization.
There are many reasons for organizations moving `back to the
future'. We analyze this phenomenon by understanding evolution
of SFA, the functionality and benefits offered by SFA, the
many players in the SFA market, and the reasons as to why
some of the organizations are reinventing SFA and how to prepare
a good program for implementing SFA projects.
© 2004 IUP. All Rights Reserved.
SPONSORSHIP
Ambush
Marketing Nothing Official About It
-- Amit Singh Sisodiya and Feroz Zaheer
With
commercial sponsorship turning into big business, companies
that shell out huge sums of money to get the status of official
sponsor need to be wary of a practice called ambush marketing;
often termed unethical. For, rivals that fail to acquire the
sponsorship right might resort to ambush marketing to hog
the limelight at the expense of official sponsors.
© 2004 IUP. All Rights Reserved.
PR
How
PR can Lead Brands in India
-- Robb Hecht
Old
approaches used in developed markets need to be changed in
an evolving economy, where credibility should be stressed
over creativity to reach the next billion customers.
© 2004 IUP. All Rights Reserved.
ANIMATION
Indian
Animation Sector - Time to Act
-- KBS Kumar
Andy
Bird, President of Walt Disney International, envisions a
great opportunity for animation production in India. With
a huge under-15 population, excellent skill-set, and cost
competitive advantage, the vision certainly seems to be promising.
Nonetheless, the bottlenecks need to be addressed to, before
it is too late.
© 2004 IUP. All Rights Reserved.
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