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COVER STORY
The Hidden Geometrical Patterns in Print Advertisements : A Study
-- Sumanta Deb
The article is an approach to find out the mathemagical (mathematical + magical) relationship
in the composition of the elements of a print advertisement and the different visual zones in
the composition. The elements arranged have some functional requirements, but when they are
arranged as a composition, they must have some geometrical relationships.
© 2010 IUP. All Rights Reserved.
PERSPECTIVE
Rethinking Sales : The Promotional Paradigm
-- Sandipan Deb
The landscape of selling has changed dramatically over the last decade as a result of
intense competition and the changing business scenario. This requires the companies to adapt to
this rapidly changing context by exploring new avenues and revamping the existing strategies.
This article lists some of the strategies that marketers can adopt in this changed
scenario to beat the competition and attract the attention of the consumers.
© 2010 IUP. All Rights Reserved.
PERSPECTIVE
Social Marketing : The New Face of Hospital Branding
-- T Sarathy, Shilpa Gopal
Healthcare marketing has been changing rapidly since the past few decades. From a simple public
service announcement, it has changed into a more sophisticated approach drawing techniques from
commercial marketing and having the central focus as ensuring customer satisfaction. Rather than just pushing
their products or services, healthcare professionals have learnt to listen to the needs and demands of the
target audience and are today developing their marketing strategies based on those aspects.
© 2010 IUP. All Rights Reserved.
PERSPECTIVE
Critical Success Factors for Building a B-School Brand
-- Venkatesh Raman, R Mohan Kumar
In today's modern competitive world, university branding has begun to play a pivotal role. It's
a buzzword in academia and numerous research efforts are being made around the process.
This article focuses on how to build a successful B-school brand and also lists the critical success factors
in creating and enhancing the brand image of a B-school brand in its ecosystem.
© 2010 IUP. All Rights Reserved.
ADVERTISING
The Celebrity Endorsement Market in India
-- Pooja Pathak
The strategy of using celebrities to endorse brands has been steadily increasing over the last
few years. If appropriately selected, a celebrity endorser can impart credibility to a brand and
can attract and hold the consumer's attention. In the 1980s, ads primarily featured TV and movie
stars, while today, cricketers, bollywood actors and actresses and TV stars dominate the celebrity
endorsement market in India. The article lists out the most popular celebrity endorsers over the last
couple of years.
© 2010 IUP. All Rights Reserved.
ADVERTISING
Strategic Role of Advertisements in Brand Renewal Communication
-- Andrew Franklin Prince, Reuban Jacob
Brand renewal is a process of conferring a new lease of life to the brand and ensuring that
the brand remains afresh in the minds of the customers. In this regard, advertising plays a vital role
in linking the brand renewal process and the customer. Marketers can use various kinds of
advertising tools to inform the customers that their brands are being renewed constantly to meet their
ever-changing needs.
© 2010 IUP. All Rights Reserved.
ADVERTISING
Emerging Role of FM Radio : The New Advertising Medium
-- R Suresh Babu
FM radio channels provide a great opportunity for the advertisers to advertise their products
and services. The FM broadcasts have already become very popular in both urban and rural markets.
Marketers can leverage upon this growing popularity of the FM radio channels to
cost-effectively advertise their products and achieve the objectives of coverage, reach and response.
© 2010 IUP. All Rights Reserved.
CASE
Wal-Mart in India : Strategies and Scope
-- Priyank Azad
Wal-Mart, the world's No. 1 retailer recently made an entry into the Indian markets through a
joint venture with Bharti Enterprises Limited. Wal-Mart is globally known for its aggressive
strategies and customer-centric approach. These approaches have enabled Wal-Mart to emerge successful
in the tough and intensely competitive retail sector scenario and thereby prove its mettle. This
case evaluates the strategies of Wal-Mart in India and its future prospects.
© 2010 IUP. All Rights Reserved.
CASE STUDY
Tata Nano : Consumers' Post-purchase Behavior
-- Kumar Gambhiraopet, Thalluri Prashanth Vidya Sagar
This case study focuses on the post-purchase behavior of Tata Nano buyers. The
post-purchase perceptions, dissonance levels and moments of pride have been analyzed with the help of
primary data collected through video interviews conducted among eight customers of Tata Nano
in Hyderabad, India, in mid-January 2010. The case study runs in the backdrop of
the conceptualization of theTata Nano car and the roadblocks that cropped up during its
production.
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