COVER
STORY
Trends
in Online Advertising
- - Neelika Arora
Online
advertising will touch US$100 bn in the next five years with
high growth potential of the Asian markets. Neelika Arora
looks into the finer details of online advertising and says
that new research shows online advertising is highly effective.
© 2004 IUP. All Rights Reserved.
COVER
STORY
All
Roads Lead Online: Convergence and the Future of Advertising
- - Gord Hotchkiss
The
single biggest effect of online revolution will be the removal
of the existing degrees of separation between us and virtually
anything in the world. Whatever we wish will be at a finger
tip's distance, every scrap of information, every shred of
data will be a mouseclick (and a few dollars) away. This will
have profound and cataclysmic effects on almost every existing
industry, and more so on the advertising industry. As media
converge online, the distinctions between various forms of
advertising will disappear. Branding and direct, electronic
and print, it will all become part of one seamless marketing
continuum online.
© 2004 IUP. All Rights Reserved.
COUNTRY
BRANDING
The
Saga of Nation Brand
- - Amit Singh
In
this rapidly evolving global village, there is an intense
competition among the nation-states to position themselves
as a perfect destination for tourism and investment. India,
though emerging as a progressive and competitive nation in
the world economy, fails to attract much attention. The simple
reason being that the image of its past had an overwhelming
impact on the psyche of the world audience. India's legacy
of a backward nation of snake charmers and saints still rules
their senses. We can't afford to continue living with this
curse any more.`What are we waiting for'?
© 2004 IUP. All Rights Reserved.
ADVERTISING
TO SPECIAL INTEREST GROUPS
Targeting
GLBT Community
- - Joan F Marques
As
the US economy found itself under increased pressure in the
past years, advertisers' need for tapping into new markets
became more of a must than a desire, directly resulting in
a reassessment of potential buyers; a reformulation of prospective
markets; and the evolution of an increasingly flexible approach
toward those areas that were previously more or less ignored.
Minority buyers' markets finally seem to be on a long awaited
but consistent move in popularity among media planners and
advertisers. This article reviews facts, current trends, dos
and don'ts with regard to advertising to the GLBT community.
© 2004 IUP. All Rights Reserved.
e-CRM
Understanding
e-CRM
- - Colonel RS Prasad
The
spread of Internet is growing and so is e-commerce. With this
online trade in both B2B and B2C is growing and is expected
to grow further. Most of the brick and mortar organizations
have opened up the e-channel. Hence, e-CRM or CRM online has
become very important. Organizations can benefit from such
an environment in which e-CRM, ERP and PRM are integrated.
This article discusses the elementary aspects of e-CRM and
its interrelationship with ERP and PRM.
©2004 IUP. All Rights Reserved.
PR
The
Pitfalls of `No Comment': A Quick Guide
- - Andrew Decker
No
one is ever looking forward to tragedies, disasters or any
kinds of crises. If we were living in a `perfect world', we
wouldn't need to have up-to-date crisis management plans and
strategies at hand in our practices. This article presents
a sensible, brief guide on how to successfully handle the
first critical hours of a crisis and how to avoid some of
its pitfalls.
© 2004 IUP. All Rights Reserved.
BRAND
MANAGEMENT
Global
Iconization of Indian Corporations
- - Naseem Javed
Why
can't Indian corporations have globally recognizable name
identities too? It's so easy and so inexpensive; all they
need is to follow three basic rules says Naseem Javed.
© 2004 Naseem Javed. All Rights Reserved.
BRAND
MANAGEMENT
Private
Labels
- - Kanugovi Sreenath
The
growing mall culture in India brings with it a number of opportunities
and threats to national brand manufacturers. Wider distribution
and increased revenues are the explicit opportunities, while
implicitly it allows competition to emerge from a relatively
unknown quarterprivate brands. This article, drawing insights
from the West and Europewhere private brands occupy the center
stagebriefly discusses how private brands benefit the retailer
and how they pose a threat to national brands. It also suggests
a few strategies that retailers and national brand manufacturers
can adopt to compete and coexist in the mixed regime.
© 2004 IUP. All Rights Reserved.
BRAND
MANAGEMENT
Creating
Brand Instrumentality Beyond the Product
- - Dan Herman
Brand
managers are stuck with conventional approaches like, `decoration',
`gluing', and `golem'. This article questions their rationality
and proposes a framework to build consumer-friendly brands
based on psychological or social `instrumentality'.
© 2003-2004 Dan Herman (www.danherman.com). Reprinted with
permission. |
