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COVER STORY
Roadblock Advertising: A Creative Obstruction
-- Tripti Dhote
Soaring ad tariffs, failing strategies, creative clichés and market slowdown; advertising in India
has witnessed a considerable low in the past year. However, when it comes to creating a
clutter-free promotion and a desirable brand recognition; nothing really is daunting for an innovative
advertiser who is always geared up to face the challenges and emerge with an out-of-the-box
attention drawing concept, even if that means creating a formidable obstruction for his rivals. That's
exactly what roadblock advertisingthe new flavor of the seasonattempts to accomplish. But whether
it has a carry forward effect or dies an untimely death is something to watch out for.
© 2010 IUP. All Rights Reserved.
ADVERTISING
Crouching Audiences,
Hidden Products
-- Sabu Mangalasserril
Marketers are increasingly adopting the strategy of placing products in TV and cinema to
subtly leave an impression on the viewers. This article attempts to trace the merits and demerits of
this strategy. It also discusses the different types of product placement strategies, the relevance
of audience intolerance and its reasons and also suggests methods and guidelines to use the
strategy in a better way.
© 2010 IUP. All Rights Reserved.
ADVERTISING
Badvertising
: Another Shade of the Creative World
-- GP Mrudhula
Creative and persuasive ads fill the minds of customers with latent information, vis-à-vis the ads
that create a negative impact. Creating ads is a herculean task and the process involves great
efforts. What one must remember is that if the process followed is bad, the results would also be bad.
© 2010 IUP. All Rights Reserved.
MARKETING
Integrated Brand Promotion
: Much More Than Advertising
-- Ritu Sinha
Brands refer to associations created between customers and the goods and services,
whereas advertising refers to a specific message conveyed by a marketer to the consumer through
different channels like print, TV, radio, etc. This article attempts to evaluate the influence of advertising
in brand building and the need for integrated brand promotion to drive incremental volume
and profits.
© 2010 IUP. All Rights Reserved.
MARKETING
Product Demonstration
: Effective Tool of Communication Mix
for Rural Appeal
-- Piali Haldar
Rural India presents a huge potential market. In order to tap this market and create awareness
and desire for their products among the rural consumers, marketers have been adopting various tools
of communication. This article presents product demonstration as an effective tool of communication
for rural consumers. It also illustrates how some companies have used this strategy to
establish themselves in the rural markets.
© 2010 IUP. All Rights Reserved.
PERSPECTIVE
e-Recruitment Advertisements
: A Better Option?
-- Debashish Sengupta
The Internet has, today, created a massive platform on which companies across the world can
advertise vacant posts. e-Recruitment provides a fast, flexible and cost-effective solution for companies that
are in the process of recruitment. Besides providing global accessibility and longer exposure for the ad,
e-recruitment advertisements provide more information and save recruiters the task of physically
sorting the applications to find suitable candidates.
© 2010 IUP. All Rights Reserved.
PERSPECTIVE
Combating Retail Shrinkage
: Challenges to Retailers
-- U Vinitha
Organized retailers are mushrooming by leaps and bounds in India and across the world.
Also growing with them is the problem of retail shrinkage. This article tries to throw light on the
various forms of retail shrinkage and the challenges faced by the retailers in this regard. It also tries to
find the common methods adopted by retailers to put a check on the loss of merchandise by way of
these `unforeseen' discounts.
© 2010 IUP. All Rights Reserved.
PERSPECTIVE
Stakeholder Marketing
: The Indian Scenario
-- Sudeepta Pradhan
Gone are the days when firms operated solely with a profit motive. Today, firms have realized
that unless they take care of their customers, society and other related parties their profits would
be short-lived. This trend, called stakeholder marketing, has gained momentum at the global
level. Even in the Indian context, many companies having realized that stakeholders are integral to
their business are initiating activities that would benefit them.
© 2010 IUP. All Rights Reserved.
PERSPECTIVE
Green Advertisements
: The New Gold to the Marketer
-- Shilpa Gopal and R Karthikyen
Green is the new gold for the marketers. This is absolutely true as today, consumers are keen to
use more eco-friendly products and are even willing to pay a premium price for the `green'
products. Marketers have also found a niche for these green products. Thus, the concept of Green
Marketing has emerged. Corporate India has also taken a big leap in this direction. Marketers are using
green advertisements to create a good brand image and win the customer's heart (and, of course,
the purse).
© 2010 IUP. All Rights Reserved.
PERSPECTIVE
Corporate Social Responsibility
as a Business Imperative
-- Mrinal Chatterjee
Corporate Social Responsibility (CSR), the current buzzword among top corporate houses, is based
as much on social responsibility as on cool business sense. The article examines how CSR makes
good business and how it helps business houses to grow both vertically and horizontally.
© 2010 IUP. All Rights Reserved.
CASE STUDY
Rural Advertising in Tamil Nadu
: A Successful Venture
-- Nandini Srinivasan
Though advertisers have been successful in targeting urban India, success in rural India can only
be achieved by adopting innovative advertising strategies. There are a number of famous and
leading regional products that have been successful in the local markets and thriving due to the
customized advertising strategies adopted by the marketers. They have also survived the competition
from leading national players and have established themselves firmly in the rural markets.
© 2010 IUP. All Rights Reserved.
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