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COVER
STORY
Online
Games and Gaming : The Juggernaut Continues .
-- AS Sashidhar
With
the never-ending rise in the consumer Internet
usage, there's a blitzkrieg in online games and
gaming business. Publishers and game developers
have jumped on to this bandwagon to advertise
their products in this budding market.
© 2007 IUP . All Rights
Reserved
CELEBRITY
ENDORSEMENTS
Look,
Who's On the Billboard!
-- Arindam Mukherjee and Sanjukta Sanyal
The success of the celebrities as endorsers
of the products is largely dependent on the psychology
of the consumer. This acceptance emerges from
a sense of familiarity, feeling of affection,
the endorser's ability to establish some resemblance
between himself/herself and the consumer and to
make the latter accept his/her beliefs, habits,
traits and opinions. Moreover, celebrity endorsement
is a marketing tool which marketers should use
after much market analysis as there is no hardcore
rule that the product will definitely be a success
if it is endorsed by celebrities.
© 2007 IUP . All Rights
Reserved
MEDIA
COMMUNICATION
Tuning
in : The FM Radio in India
-- Ishita Mukherjee
This
article throws light on the recent spurt in the
growth of radio in India. Media planners and advertisers
are looking at radio as a potential vehicle for
media communication. The programming strategies
of various radio stations in India have been discussed
to further understand the trends. Thus, the future
of the radio lies in more innovative programs
and better strategies to address the needs of
the consumers.
© 2007 IUP . All Rights
Reserved
BRANDING
Corporate
Branding : The New Global Trend
-- CT Sam Luther
In
an era of globalization, `corporate branding'
is the biggest asset for any company. Mass production
and distribution of modern businesses have led
to a proliferation of products across the world,
which makes it very difficult for the consumers
to make a choice of products and services. In
such situations, strong brands can make a differentiation
between similar products and consumers can use
corporate branding as a tool to make purchase
decisions. Surprisingly, not a single Indian brand
figures in the list of top 100 global brands.
It's high time for the Indian corporates to engage
in brand-building exercise, so as to face their
international competitors and to extend their
businesses beyond Indian boundaries. This is not
because the Indian companies do not want to build
brands, but they have never felt the need for
it. In the pre-liberalized world, the economy
was well protected, so companies didn't need brands
to pull the customers.
© 2007 IUP . All Rights
Reserved
MARKETERS'
AMMUNITION
Corporate
Social Responsibility in Promoting Corporate Reputation
: An Indian Context
-- Rajesh Kumar Srivastava and Sumanta Rudra
Today,
businesses are expected to extend their attention
beyond pure financial gains. The concept of Corporate
Social Responsibility (CSR) has emerged from such
expectations and now formed as a powerful factor
of a company's reputation. This article presents
the study done on this subject, establishing the
correlation between the two important concepts
of CSR and corporate reputation. The article further
investigates how Indian businesses are interpreting
these two important concepts and are responding
to provide reputed leadership. Finally, it also
studies the impact of NGOs in India on CSR and
reputation.
© 2007 IUP . All Rights
Reserved
MARKETERS'
AMMUNITION
Corporate
Social Responsibility : Role of Marketers and
Advertisers
-- Rajiv Joshi
Corporate
Social Responsibility (CSR) is primarily the practice
of business organization to consider the economic,
social and environmental impacts of its various
activities. On the one hand, the society needs
businesses to accomplish various objectives due
to their ability to create wealth, economic benefits
and raise the standard of living of the people.
But, on the other hand, several business activities
are not acceptable to the society and thus a conflicting
situation arises between the two. The intention
of the CSR should be to minimize or avoid any
such conflicting situation between the goals of
the society and the business organizations.
© 2007 IUP . All Rights
Reserved
MEDIA
EDUCATION
Media
Literacy : Barriers and Facilitators
-- Divya Nigam
Children
are the epitome of innocence; whatever they see
or read creates an impression on their mind. Therefore,
it is necessary to help them to discriminate between
good and bad learning. Media literacy, a small
word with a big meaning, acts as one of the solutions
to such media issues. We cannot deny the fact
that as compared to adults, it is children who
have much greater need of developing media literacy.
A media-literate child will have better ability
to critically examine the media messages and not
get fantasized by them. However, there are certain
barriers that restrain the entire process of media
literacy in children. These barriers may be of
different kinds: economic, institutional, social
and personal. Here, parents, teachers, broadcasters
and government regulatory bodies have better potential
to intervene in the process to enable greater
media literacy in children.
© 2007 IUP . All Rights
Reserved
ADVERTISING
Gaining
Popularity
-- Lata Murjani Chhabria and Aarti Mehta Sharma
Point of Purchase (POP) or Point of Sales
(POS) communication is an integral part of a company's
integrated marketing communication plans. Creatively
designed POP also adds to the store atmosphere
and an increase in store patronage in durables,
books or lifestyle stores where ambience, comfort
and display are found to be of value to the consumers
in India. The future of retail advertising is
in POP and it is up to the marketer to use it
or ignore it as he can do so at his own risk.
© 2007 IUP . All Rights
Reserved
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