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COVER STORY
Emerging Advertisement Strategies and Their Impact on Consumers
-- R Venkatesh
Advertisement strategies have changed over the years across all product ranges, thanks to developments in the information technology and communications fields. Today, consumers are more particular about the quality of the products that they purchase. Online marketing and e-advertising are gradually gaining importance. The influence of TV ads on viewers must also be reckoned with. Overall, the advertising landscape has changed with the development of new media, new channels of communication and new advertising models. It is, thus, a testing time for the industry now. The key to success lies in focusing unerringly on the needs of the customers and listening to what they are saying.
© 2009 IUP. All Rights Reserved.
ADVERTISING
Offensive Advertisements: Inadvertent Folly or Deliberate Ploy?
-- R Harish
What are offensive advertisements and why do advertisers resort to them? How do consumers perceive them? Do offensive advertisements succeed or cause damage to the brands that are advertised? This article tries to address these issues through a series of well-known international examples of offensive advertising.
© 2009 IUP. All Rights Reserved.
ADVERTISING
Infomercial Advertising
-- Swatantra Singh Rathod
In the world of highly competitive and rapidly changing advertisement strategies, there are several proven methods of promoting a product or service. One among them is: infomercial advertisement. This article is a study of this strategyits attractive advertising methods, successful campaigns and the benefits it offers.
© 2009 IUP. All Rights Reserved.
ADVERTISING
Entertainment-driven Marketing
-- SN Ghosal
The advertisement strategies adopted by the companies is undergoing a paradigm change due to the growing competition, changing customer needs and use of new IT and communication tools. This change is, not only a challenge, but also an opportunity to experiment with innovative models of advertising in order to give a boost to the further growth of this industry.
© 2009 IUP. All Rights Reserved.
ADVERTISING
The Art of Using Humor in Advertisements
-- Smitha Das
Humor has been one of the most accepted and utilized appeals in advertising. It helps in putting across the message of the ads without exasperating the viewers because of the fun factor present in it. This article considers an interesting aspect of advertisinginfusing humor in ads in the Indian perspective. It also details the do's and don'ts for marketers while using humor. Finally, it cites examples of popular humorous Indian ads aired on various TV channels.
© 2009 IUP. All Rights Reserved.
STRATEGY
Greenwashing the Environment: Fake Promises and Faltering Perceptions
-- Kasturi Guha Thakurta Swati Singh
In times, when the world is facing serious environmental challenges, and people are more than willing to back their eco-consciousness with their money, it is the business world making the most of this awareness by adopting a green marketing philosophy. While green marketing is gaining ground by its appeal to consumer conscientiousness, this article explores how it is paving the way for an adversity already known to the business world as Greenwashing.
© 2009 IUP. All Rights Reserved.
STRATEGY
WOMM: Builds Your Market by Spreading the Word
-- Chaitanya Giri
To advertise their products, companies are spending huge amounts of money today. But there is no certainty that a great promotional activity will result in greater sales. Word-of-mouth is one strategy that enhances a company's credibility. Do you know that word-of-mouth can turn a business from failure to success overnight and vice versa? Well, this article reveals the magic of Word-of-Mouth Marketing (WOMM).
© 2009 IUP. All Rights Reserved.
PERSPECTIVE
Brand Ambassadors: Marketing Magnets
-- Uma Krishna
This article envisages the profile of contemporary brand ambassadors in the context of trends in the Indian advertising industry. The recent transformation in the Indian economy and society, and the cultural impact of globalization on Indian marketing is being reflected in the strategy of brand endorsement. The tactical utilization of popular and skilled brand ambassadors is one of the forms of influential advertising. Brand ambassadors reach out to the society by creating awareness about the brand.
© 2009 IUP. All Rights Reserved.
PERSPECTIVE
Brand Challenges to Tie the 3 Vertices: Consumers... Marketers... Retailers
-- Srinivas Prasad and Bhavani MR
Branding is catching up in the Indian scenario like never before. Consumers are becoming aware of the basket of brands available for each product category, thanks to the information explosion. Every marketer today is battling to face the challenges thrown from the three verticesthe competitor, customer and the retailer. From advertising messages to innovation to diversification strategies to mergers and acquisitionsthe marketers are all out there to share the pocket of the consumers.
© 2009 IUP. All Rights Reserved.
EXPERT VIEWS
Memorable Tunes: Connecting a Brand
-- V Ganapathy
Every company tries to create
some unique tune which will go well with its brand and then uses
it for every communication of the brand. Creating brand tunes is
not something new. There are many brands, which have been using
the same tune for many years. Today, more brands have
developed memorable tunes to catch the eye (ear) of the audience both at
the corporate and brand levels. Some of the tunes are so powerful that
people hum it or use it as a ringtone in their mobile phones.
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