COVER
STORY
Indian
Political Advertising: A New Era -- Anil Gupta
Come
April, and over 1,500 individuals from over 38 recognized
national and state political parties, over 1,100 individuals
from non-recognized registered political parties and over
12,000 independent candidates shall be contesting in the Lok
Sabha Elections. Their target market-over 650 million eligible
voters. And their target-at individual level winning, a seat
in Lok Sabha, and at party level, winning with majority, thereby
coming to power for the next five years. Can this target be
achieved without a planned marketing process? Political advertising
is one of the critical aspects of this marketing process that
can determine the fate of parties and individuals.
© IUP. All Rights Reserved
MEDIA
Yet
Another Screen -- Kanugovi Sreenath
Customer's
"attention" is the paramount factor for all advertisers. They
try to reach him at the right place, the right time and with
the right message only to capture his attention. If they fail,
nothing can be achieved; they can neither alter his behavior
nor persuade him to buy products. Several screens (outdoor,
television, film, computer, mobile) in the market try to attract
customer attention. This article explores how "yet another
screen" is vying to accomplish it.
© IUP. All Rights Reserved
AD
ETHICS
Cradle
the Kid -- Roli Sehgal
Targeting
tiny tots is by no means a trivia. They are moody, fickle-minded,
discerning and variety seeking. If they approve of the offer
today, it does not mean that they are going to buy it again
tomorrow. How to cuddle the tough nut? The article traces
several issues ranging from empathy to ethics.
© IUP. All Rights Reserved
CORPORATE
COMMUNICATIONS
The
Importance of Corporate Communication -- Hansa Iyengar and Saradhi Kumar G
In
today's business environment change and crisis are like dawn
and dusk. How do you manage your communications targeted at
all stakeholders in turbulent times? The article gives more
insight on effective communication.
© IUP. All Rights Reserved
CONSUMER
BEHAVIOUR
The
Fear of Missing Out -- Dan Herman
Pressed
with time constraints, today's modern consumer wants everything.
Otherwise, there is a sense of deprivation-the Fear of Missing
Out. How is this phenomenon relevant to advertising? This
article explores.
© Dan Herman (www.danherman.com). Originally published as
"The Fear of Missing Out (FoMo)". Reprinted with permission.
CASE
STUDY
Absolut
Vodka - Creating Advertising History -- V Sarvani
Absolut
advertising is celebrated not just for its longevity but also
for its ingenuity. Readers tear out the advertisements and
hang them on their walls. Librarians have to guard their magazines
from being de-absoluted. College students actually collect
and trade ads. A SoHo antique shop hawks copies of Absolut
Wonderland, while a Madison Avenue news stand carefully razors
the Absolut pages from its stock and sells them for a few
dollars apiece. - An article "A Visual Analysis of the Absolut
Vodka Advertising Campaign," written by a student at www.southwestern.edu,
2002.
© ICMR. All Rights
Reserved.
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