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COVER
STORY
Word-of-Mouth
Marketing: The Buzz in the Marketers' Hive
- - Srividya Raghavan
With
the fragmentation of media and non-traditional
forms of marketing gaining prominence, marketers
have turned more conspicuously to the `princess
of mediaword-of-mouth'. This article traces the
proliferation, its `creative' practice that generated
prolific debates in the areas of measurement of
word-of-mouth marketing and the ethical issues
involved.
© 2005 IUP. All Rights Reserved.
BRAND
MANAGEMENT
Cause
Related Marketing
- - Sridhar Samu, Sukanya Ashokkumar and T Kalaiselvi
Customers
don't buy mere product benefits from companies
but also the bond of affiliation. They want to
be associated with the brand that is in tune with
the lofty social values and standards. The type
of marketing, which blends social concern and
brand building, is known as Cause Related marketing
(CRM). CRM can be a very effective method that
works with twin purposesit can enhance the image
of the brand and simultaneously help a social
cause gain the much needed visibility. This article
explores the varied dimensions of CRM.
© 2005 IUP. All Rights Reserved
PRM
Partner
Relationship Management: Gains New Lease of Life
- - S Jaya Krishna
Choosing
the right set of partners and managing relations
with them can make a difference between success
and failure in the new business environment. The
roots of Partner Relationship Management (PRM)
lies in technologies and methodologies such as
e-business, ERP, workflow, business intelligence,
supply chain management, document management,
collaboration, and so on. PRM puts together these
existing elements and is coming to the fore today
because of changes in the market dynamics. PRM-related
practices and solutions are gaining a fresh breath
of life, catching up with a new breed of evolving
business and channel dynamics.
© 2005 IUP. All Rights Reserved
PERSPECTIVE
The
Enigma of Advertising
- - Pierre Berthon, Leyland Pitt
In
this article, we take a jaundiced look at advertising,
and contrast the espoused goals of the discipline
with a critical alternative view. Our intention
is to elicit debate around a subject that is so
pervasive in our society, that it takes a radical
alternative perspective to see the subject anew.
To paraphrase an old adage: "A fish discovers
water only after finding air."
© 2005 IUP. All Rights Reserved
AGENCY
MANAGEMENT
The
Reincarnation of the Indian Advertising Agency
- - M N Tripathi
With
the opening up of the economy, the world has become
a global marketplace. Competition is not confined
to national boundaries and new geographies necessitate
that the advertising industry must keep pace with
the developments and practices of its international
counterparts. The internationalization of the
Indian advertising industry, which had been initiated
in the 1990s, has since picked up momentum and
agencies constantly need to reinvent themselves
to stay relevant and service the diverse new needs
of their demanding clients.
© 2005 IUP. All Rights Reserved
COPYWRITING
Excellence
in Advertisements
- - Bhishma Kukreti
Usually,
the national brands create the advertisements
in English and the translators translate English
advertisement into vernacular languages. The translators
should translate the ad copy as per the passion
system of the particular vernacular languages.
This article briefs about the passion system of
vernacular languages, which are based on Sanskrit
and will be beneficial to the advertising professionals.
© 2005 IUP. All Rights Reserved
ADVERTISING
STRATEGY
The
New Power of Sales Promotion
- - Mariola Palazón-Vidal, Elena Delgado-Ballester
Traditionally,
sales promotions have been used by marketers to
increase sales in the short term. However, in
the last few decades this communication tool has
evolved and now is considered from a strategic
point of view. For this reason, it is necessary
to realize new studies in this area and study
how consumers evaluate sales promotions. Of special
interest is analyzing the implications on firms
when they do monetary and non-monetary promotions
due to the different nature of these actions and
the different consequences they have to consider
aspects such as brand equity, price reference
and price sensibility.
© 2005 IUP. All Rights Reserved
MARKETING
EDUCATION
Sales
Promotion in Education
- - Payal Baid
Below
the line activities have crossed their boundaries
from conventional markets to new un-charted territories
like education. This article explores this interesting
shift.
© 2005 IUP. All Rights Reserved
COMMODITY
BRANDING
ACC:
A Brand New Journey
- - G V S Sreedhar
At
the fag end of the 20th century, India's oldest
cement company, The Associated Cement Companies
Ltd. (ACC) found itself facing many challenges.
Once the bell-wether of the Indian stock market,
the cement giant had slipped from its position
of market leader in many prime markets. Falling
prices had touched the bottom line. Beleaguered
by these and other problems like a worsening of
the demand-supply situation and entry of MNCs
into the market, it seemed that ACC would have
to struggle to recover its former position of
glory. However, taking advantage of a series of
fortuitous circumstances and placing faith in
its own capabilities, ACC was able to turn the
corner. This article discusses the brand building
exercise that aided recovery of ACC.
© 2005 IUP. All Rights Reserved
CELEBRITY
ENDORSEMENT
Impact
of Celebrity Endorsements: Is all that glitters
gold?
- - C Kavita
Celebrity
advertising in India is commonly used by marketers.
The extent to which celebrities have an impact
on customers is a million dollar question that
still needs to be answered. This article gives
some insights into the theories propounded on
why celebrity endorsements are popular. The article
also seeks respondents' opinion on who an overexposed
celebrity is, his/her loyalty status and what
impact he/she has on the brand.
© 2005 IUP. All Rights Reserved
AD
STRATEGY
The
Benefits of `Continuous Storyline' Advertisements
- - Richard C Hanna, Paul D Berger
Can
ad makers think beyond 15, 30 and 60 second commercials?
Richard C Hanna and Paul D Berger suggest an interesting
alternative. Are there any takers?
© 2005 IUP. All Rights Reserved
ONLINE
BRANDING
Analyzing
Luxury Consumer Brand Weblogs
- - Suresh Sood
The
stories consumers report and tell in which they
use luxury brands as props or as anthropomorphic
actors, increasingly form a key part of personal
and community weblogs. These stories represent
drama enactments, enabling the storytellers to
experience powerful myths consciously or unconsciously.
These are simple stories with compelling characters
and resonant plots that help consumers make sense
of the world. The stories reported on the weblogs
are often unsolicited and self-reported stories
representing the voice of the consumer rather
than that of the advertiser or brand manager.
Researching the stories on weblogs is useful for
advertising executives because it helps to clarify
and deepen the knowledge of how people resolve
paradoxes triggered in their minds by a conscious
feeling of unease, awareness of a problem or opportunity
arising from conflict.
© 2005 IUP. All Rights Reserved
CREATIVITY
@ WORKPLACE
Creativity
in Advertising: Developing Creativity @ Workplace
- - Sumati Reddy
The
book Creativity at Workplace - An Introduction
affirms that creativity is an ability possessed
by all human beings. However, a certain degree
of effort has to be exerted by managers and individuals
alike to bring employees' creative abilities to
the fore and to channelize their thinking to develop
innovative products, services, and systems. This
book offers a compilation of a few established
and popular creative thinking techniques, which
are explained in lucid terms to enable effective
application.
© 2005 IUP. All Rights Reserved
CRM
Customer-focused
CRM: A Marketing Challenge for Organizations
- - Rodney Arambewela
Customer
Relationship Management (CRM) is a strategic initiative
of companies to defend and nurture their market
position by providing superior customer value
to the most valuable customers. The outcome of
this process is customer loyalty and competitive
advantage. This paper argues that while CRM offers
exciting opportunities to companies, it will be
difficult to optimize benefits from their investments
in CRM-related activities without first building
a sustainable customer-oriented culture within
the organization. While the use of technology
is central to CRM, what the type of technology
is and how it is selected and implemented within
the organization becomes the greatest challenge
to companies.
© 2005 IUP. All Rights Reserved
CASE
STUDY
Jollibee:
Fast Food, the Filipino Way
- - A Mukund
The
Jollibee story is an inspiring saga of corporate
vision, commitment to quality and customer service,
and state-of-the-art strategic marketing. -An
article on Philippine Marketing Association's
website, www.pma.philonline.com If McDonald's
is the Goliath of fast food, Jollibee is its Filipino
David. The Philippines is a huge embarrassment
to McDonald's. -The Economist, February 28, 2002.
Jollibee has grown to be so well loved that every
time a new store is opened, especially overseas,
Filipinos form long queues to the store without
fail. It is not just a place where they feel at
home; it is a stronghold of heritage, a monument
of Filipino victory. -www.jollibee.com.ph
© 2003 ICMR. All Rights Reserved. For accessing and
procuring the case study, log on to www.ecch.cranfield.ac.uk
or www.icmrindia.org |
