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COVER
STORY
Core
Marketing: At Crossroads?
- - Bodil Stilling Blichfeldt
Vacation
marketers increasingly rely on marketing and branding.
However, it seems that vacation marketing emphasizes
on some tenets of marketing and branding, more
than others. By comparing vacation marketing with
basic marketing and branding theories, this article
takes a critical look at contemporary marketing
and brand thinking.
© 2006 IUP . All Rights
Reserved.
AD
STRATEGY
Repetition:
A Mind Maze?
- - Kavita Sashidharan
Are customers rational? This is a million
dollar question. Each of us can have our say and
each of us can disagree with the others stand,
thereby guaranteeing huge discrepancies in all
probability. Consumer behavior from time immemorial
has always lived up to the reputation of being
an interesting branch of study. The most pragmatic
reason for this is the fact that consumer behavior
is recognized as a cause of concern to a marketer.
No two customers are alike and theres not a single
customer who behaves in the same way in all situations.
Now given a context like this, does repetition
of an ad have anything to do with the dynamics
of this mechanism? This is the tricky situation
we are going to deal with in this article.
© 2006 IUP . All Rights
Reserved.
BRAND
MANAGEMENT
Brand
Legacy: Whats Your Next Move?
- - William Nissim
A
brand legacy, or core idea, is often overlooked
by marketing practitioners and can impact the
current perception of an organization. Through
years of message layering, if the core idea of
the organization conflicts with its image today,
the customers may be confused. Considering the
position of the oganization on the `brand radar,
three possible strategies can be provided for
consideration: Embrace, discard, or reinvent the
brand. The future of a brands legacy will, therefore,
depend on an organizations next move.
© 2006 IUP . All Rights
Reserved
BRAND
MANAGEMENT
Harley-Davidson:
The Mother of All Brands
- - Neal M Burns
The author offers some observations from his
experience with the motorcycle brand Harley-Davidson
during his tenure (1985-1997) as the Director
of Research and Account Planning with the brands
advertising agency, Carmichael Lynch in Minneapolis,
Minnesota. The purpose of this article is, through
a brief examination of the Harley-Davidson brand,
to identify some of the salient variables that
help make a great brand, and the relationship
between theory and practice in that process.
© 2006 IUP . All Rights
Reserved
ONLINE
MARKETING
The Blogging of Travel and Tourism: Next Generation
Travel Marketing and Advertising
- - Suresh Sood
Travel
is one of the worlds largest industries accounting
for 10% of all jobs and GDP globally. By 2010,
the online travel component is expected to be
over $100 bn. The next generation of web technologies
including blogs, provides the opportunity to transform
the existing business model for travel and tourism
from a focus on price to experiential travel services.
Here, the consumer is immediately attracted to
the personalized holiday experience he expects
to achieve. This model is in line with the predictions
of two major studies conducted in 2005, DeMicco
& Davis `Hospitality 2010 and Cendants `The
World of Travel in 2020. This article explores
the next generation travel and tourism marketing.
© 2006 IUP . All Rights
Reserved
ONLINE
MARKETING
eDTCA:
A Boon to the Pharma Industry
- - S Jaya Krishna
People looking for information on healthcare
now have a new medium to explorethe Internet.
As physicians find less time to spend with patients,
many people are embracing the Internet to seek
more information about health and diseases and
their treatment. Thus, Online Direct-to-Consumer
(eDTC) marketing promotes prescription drugs by
pharma companies directly to consumers via the
Internet and related technologies. Online Direct-to-Consumer
Advertising (eDTCA) is mainly practiced through
the following methods or tools: Search engine
marketing, health portals, disease-specific websites,
and point-of-care solutions. While eDTCA offers
pharma marketers with a channel to reach patients
and build relationships, it also provides opportunities
to implement the `pull marketing strategies as
well as innovative ways to promote brand equity.
Online DTC marketing also allows pharma marketers
to reach healthcare consumers at every stage of
the patients buying cycle. Not surprisingly,
the cost benefit ratio of web advertising is impressive
compared to DTC advertising through television
and print media.
©2006 IUP . All Rights
Reserved.
PERSPECTIVE
Societal
Marketing: Changing the Message
- - David Webb
Its
true, marketing does have an important role to
play in the development of the society, and it
can also be a powerful mechanism of change. But
first, we need to revisit the focus of marketing.
At least, thats the view of this marketer and
the suggestion promoted by this short discussion.
© 2006 IUP . All Rights
Reserved.
MEDIA
Traditional
Advertising Media: A Critical Look
- - K Suresh
While
it is true that each new medium takes away a chunk
of the ad-budget from the other media, the total
pull of traditional mass media as a whole is under
threat from the new innovative basket of media
channels. This is because the adoption rate of
the new media is quite fast. Besides gaining numbers
very quickly, these non-traditional media have
emerged as cheaper and more effective options
for advertisers. The current article explores
all these dimensions.
© 2006 IUP . All Rights
Reserved.
PROMOTIONS
Below-the-Line
Marketing
- - G V S Sreedhar
The
increasing clutter of new promotions and products
has made conventional methods of marketing and
promotion less effective. It has also forced marketers
to evaluate these methods by more rigorous yardsticks
such as penetration of the targeted segment and
return on investment. While technology has shortened
the time to market and enabled the production
of more products at lower cost, it has also made
possible innovative new products and facilitated
the creation of knowledgeable new consumers. Marketers
have to develop more effective marketing strategies
in such conditions. This article looks at the
development of below-the-line strategies against
the background of how the above factors have impacted
todays advertising.
© 2006 IUP . All Rights
Reserved.
CREATIVITY
IN ADVERTISING
Creativity
in Commercials: A Focus on Strategy
- - AM Sakkthivel
Creativity
is a vital mantra for any advertising agency aspiring
to survive and succeed in the ever-evolving media
world. Yet, creativity is very elusive when it
comes to the development and execution of advertising
campaigns. The recent trend vividly shows the
enormous requirement of creative professionals
in the media business. Ad agencies are trying
hard to develop creative commercials so as to
differentiate themselves from their competitors,
but the effect of the effort is yet to achieve
its requisite impact. The concept of creativity
is elusive to media personnel and also creates
a dilemma in their minds about striking a balance
between creativity and information in advertisements.
© 2006 IUP . All Rights
Reserved.
SERVICES
MARKETING
Insurance
Advertising: Adding Creativity to Life
- - Tripti Dhote
There
was a time when insurance was looked at with a
lot of apprehension and contempt. But the scene
has changed today with the insurance industry
booming rapidly. Despite the clutter in the field,
insurance companies have managed to create a differential
positioning, which can be credited to aggressive
integrated communications approach adopted by
them. This article highlights the current trend
in insurance advertising. It focuses on the effective
advertising strategies of various insurance companies,
which have attracted not only the customers but
even the biggest of corporates, making insurance
a prosperous preposition.
© 2006 IUP . All Rights
Reserved.
INSIGHT
Online
Consumer Behavior
- - T Kalai Selvi
Business
enterprises are slowly learning to migrate towards
net economy. Our research indicates that, compared
to the past, ecommerce is a less alien term even
to Indians.
© 2006 IUP . All Rights
Reserved.
CASE
STUDY
Haiers
Marketing Strategies in India
- - Indu P.Vivek Gupta
There
are already some Chinese companies, such as Haier
and Lenovo that are well on their way to becoming
global brands.
-Shelly
Lazarus, Chairman and CEO, Oglivy & Mather
Worldwide in 2005.
We
have stuck to our premium pricing strategy. We
are not interested in the numbers game and are
more bothered about how consumers perceive us.
We have not compromised on quality despite pressures
in the marketplace. Our brand message is `Inspired
Living. We also did a very simple brand communication-that
Haier is a global player. We are not ashamed of
the fact that we are born in China. In fact, our
strength lies in the fact that we have conquered
the world.
-T
K Banerjee, President and CEO, Haier India in
2004.
© 2005 ICMR. All Rights Reserved. For accessing and
procuring the case study, log on to www.ecch.cranfield.ac.uk
or www.icmrindia.org |
