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COVER
STORY
Visual
Merchandising
-- Vikas Shrotriya
Of
late, active market forces are strongly influenced
by the retail sector. Retail is an action-packed
industry, which is at a nascent stage. The article
attempts to understand this expanding `market
phenomenon' and investigate the way relationship
management policies are formulated in this industry.
It also focuses on the changes and relevance of
relation management in retail sector.
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RETAIL
Consumer
Relation Management in Retail Sector
-- Manu Sharma
A
well-chosen creative ad strategy can draw attention
of the audience. Earlier, only mass media channels
such as newspapers, television and radio were
part of the media plan. Recently, advertisers
have ascribed outdoor media as an effective communication
tool, due to the advantages of flexibility, high
exposure rate, low-cost, and low competition.
Outdoor ads can be seen in different forms, the
major ones being billboards, signs, and transit
ads.
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ADVERTISING
Outdoor
Advertising
-- Shilpa S K
Traditional advertising says that brands should
promote their attributes to attract its customers.
Modern companies often try to win an advantage
by referring to the negative aspects of an opponent
rather than emphasizing their own positive attributes
or policies. The article highlights the impact
of negative advertisement on business.
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ADVERTISING
Role
of Negative Advertisement in Business
-- Harsh Arora
Markets
are being flooded by an amazing range of products
and consumer goods. These cover a wide gamut from
automobiles, washing machines and fairness creams
to mobile phones, apartment houses and TV sets.
The competition among the manufacturers and companies
has become more intense. In such a milieu, companies
adopt advertising strategies to sell products
without regard to ethical considerations.
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ADVERTISING
The
Ethical Dimensions in Advertising
--R Venkatesh
Embracing
commercialization seems to pose a threat to the
quality of content communicated by the media,
which, in turn, is questioning the fundamental
objective of its very existence. Commercialization
has a positive impact on the financial performance
of media in the market, but it indeed shows the
way to certain unpleasant upshots, mainly on the
quality of the content of dissemination. This
article analyzes the prevailing trend of commodification
of news.
© 2008 IUP . All Rights
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MEDIA
Media
Being Commercialized : The Impact on Content Quality
-- Reena Raj
Embracing
commercialization seems to pose a threat to the
quality of content communicated by the media,
which, in turn, is questioning the fundamental
objective of its very existence. Commercialization
has a positive impact on the financial performance
of media in the market, but it indeed shows the
way to certain unpleasant upshots, mainly on the
quality of the content of dissemination. This
article analyzes the prevailing trend of commodification
of news.
© 2008 IUP . All Rights
Reserved
MEDIA
Bluetooth
Marketing : Future of Mobile Marketing
-- A Srikant, Bhumika Trivedi
Bluetooth device is the next wave in mobile
advertising. With amazing success of Wide Area
Protocol, and adoption of smart phones and hand-
held devices, bluetooth has become one of the
key and promising technologies that provides marketers
a wide array of outdoor, point-of-purchase and
mobile marketing opportunities. As mobile phone
is a highly personalized device that makes consumers
easily reachable any time of the day, it makes
a perfect marketing tool.
© 2008 IUP . All Rights
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STRATEGY
Celebrity
Endorsements of Personalities : American Presidential
Election 2008
- Kisholoy Roy
Celebrities
across the globe endorse products and services
of various corporate entities. In recent times,
celebrities have started endorsing personalities
who are either very well-known themselves or are
on the verge of achieving stardom. The emerging
phenomenon is highlighted in the article in the
light of celebrity endorsements in the recently
held American Presidential Elections.
© 2008 IUP . All Rights
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STRATEGY
Product
Design : The Indian Scenario
-- K Suresh
The
discipline of product design is getting professionalized
in India. The article takes a look at the role
of institutions, government and industry bodies
in promoting the design culture.
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PERSPECTIVE
Engagement
Marketing : A New Dimension in Marketing
-- Varsha Jain
Customers
want to define their own brands and interact with
the marketers to make unique products which is
possible through engagement marketing. The term
`engagement marketing' means involving customers
in developing marketing strategies for the brands.
The article focuses on the concept and types of
engagement marketing, how it works and strategies
for its implementation by the marketers.
© 2008 IUP . All Rights
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PERSPECTIVE
Reality
Shows Rocking Small Screens
-- Priyanka Rawal
Amul,
Hero Honda, Clinic All Clear and Lux are a few
of the brands among many who have now become very
much popular thanks to the immense exposure they
have got through reality show sponsoring. Indian
Television Industry has got a new identity with
reality shows capturing most of the viewership.
This article highlights how companies win maximum
sales and attention by sponsoring reality shows
which are currently the most promising programs
that rule our television screens.
© 2008 IUP . All Rights
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CASE
STUDY
Advertising
and Branding Strategies of Staples : The `Easy'
Campaign
-- Doris Rajakumari John
Staples,
the world's leading seller of office products,
had launched "That was easy" as its tag line in
2003. This campaign was in response to customer
demand for an 'easy' shopping experience. The
case outlines the background of this campaign
and then introduces the campaign itself. It then
goes on to narrate how the success of the campaign
translated to the launch of the 'easy' button,
which later became Staples' fastest selling product
and a desktop accessory in the US.
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