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COVER STORY
Movie Spoofs to Market Your Brand
-- R Harish and Saurabh Lunker
Spoof advertisements which parody situations, events and characters are rapidly gaining ground
as a popular form of marketing communication. They offer the advantage of being a
comparatively inexpensive and cost-effective means of breaking through the advertising clutter. This
article explores some examples of how spoof advertisements based on movies are being used to
promote various products and services in diverse media and in different parts of the world.
© 2009 IUP. All Rights Reserved.
ADVERTISING
Advertising the `Rural Way'
-- Shobhna Grundy
This article deals with consumer psyche specially with regard to those from the rural areas, and
in particular, the types of persuasion used by companies in brand and product exposure. It also
shows how factors, like demographics, literacy level and market segmentation, can change the
way brands and products are exposed to prospective customers.
© 2009 IUP. All Rights Reserved.
ADVERTISING
Modern Trends in Advertising
-- V Ramprasad
Advertising is the backbone of business promotion. It is one of the essential aspects of
marketing. Advertising, which has so far been very traditional with limited flexibility, is undergoing a
rapid change. Today, advertising has become quite interactive and exciting. Techniques, like
web-advertising, video-conferencing, multimedia, expert systems usage, etc., are making
advertising more modern. This article discusses some of the modern trends in advertising.
© 2009 IUP. All Rights Reserved.
STRATEGY
Brand and Reputation Management: A Business Leadership Way of Life
-- Anuupama Ghoshal
Brand reputation results from the journey that begins with the value-proposition for the
market space/place. Reputation affects all the stakeholders of the brand. The importance of achieving
a good reputation is what drives brand building and management. Thus, from a strategic
perspective, brand reputation promotes stronger brand management construct and mobilizes top
management vision for the category.
© 2009 IUP. All Rights Reserved.
STRATEGY
Advertising Strategies Adopted by Higher Education Institutes in India
-- Mohit Parekh
Although television advertising has been the most widely used mass advertising medium across
the world for most of the consumer services, few services like education are still lagging in this
aspect. Local print medium has been the most widely used channel for advertising educational
services. However, of late some educational institutes have started advertising on the television. Although
the number is very small, the idea of television advertising seems to be growing at a fast pace.
© 2009 IUP. All Rights Reserved.
STRATEGY
Brand Positioning: An Effective Tool for Successful Marketing
of Bollywood Movies
-- Daxay Soni
Introduced in the 1980s, the concept of Brand Positioning has gained prominence over the years
in almost every industry. This article focuses on how this strategy and its principles apply to the
Hindi film industry as well. It also discusses how Bollywood actors have over the years created
unique images for themselves and have emerged successful by appropriately positioning themselves.
© 2009 IUP. All Rights Reserved.
MEDIA
Building Customer Loyalty Through Internet and
Mobile Phones
-- Anil Chandhok and Upasna Chadha
In today's competitive era, marketers are using all possible means to attract and retain
customers. The two emerging tools with wide usage are Internet and mobile. These two media are
being extensively used both for building B2B and B2C relationships. This article discusses the use
and effectiveness of mobile and Internet services in building customer loyalty.
© 2009 IUP. All Rights Reserved.
CASE STUDY
The Vodafone Journey
-- Nandini Srinivasan
With increased advertising budgets and a large number of similar products in the market,
novel methods of advertising have become necessary to catch the attention of the consumers and at
the same time ensure that the message lasts for a longer time in the minds of the customer.
Innovation has, thus, become the new flavor of the season. The success of the Vodafone ads are a testimony
to this fact.
© 2009 IUP. All Rights Reserved.
CASE STUDY
Brand Bond: The World is Not Enough
-- Ramanathan Kunder and Sumith Kumar Chaudari
It is believed that one among the few reasons, for the European film industry to be happy about, is
the creation of brand James Bond. The brand has excelled for four decades, by changing its
product offering to suit the contemporary demands, but without changing its core value. However,
many experts question whether this value offering and product relevance of James Bond would have a
long mileage, in the context of changing customer preferences and technological revolutions in the
film industry.
© 2006 IBSCDC. All Rights Reserved.
RESEARCH
Initiating Conversations with Customers: A Focus on Outdoor Advertising
-- Rik Paul and Kalyana Chakravarthi T
Engaging in conversation with potential customers has become an art. An efficient
two-way communication procedure between the company and the customer is the result of how the
company creates the first impact regarding a product or service in the minds of a customer so as to build
an urge in him or her to initiate a conversation. A powerful tool for implementing such an action
is outdoor advertising. This article focuses broadly on this aspect of marketing with a small
sample survey as a basis of data support.
© 2009 IUP. All Rights Reserved.
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