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COVER STORY
Search Engine Marketing : A New Marketing Tool
-- Smitha Das
In the world of Internet, competitive rules are determined by the popularity of a firm's website and not
by its physical assets. Thus, each firm should develop its own website to compete with that of the rivals
and also to draw the customer's attention. There are preferred `gateways' known as Search Engines
that determine the positioning of the various websites. This article gives an idea about the concept of
Search Engine Marketing that has emerged as an efficient marketing device to promote a brand online. The
article also explains the different types of SEMs and elucidates how to initiate a SEM strategy. The author
also explains the significance and market dynamics of SEM. The article concludes with the global scenario
of SEM industry and presents SEM as an effective online advertising strategy.
© 2009 IUP. All Rights Reserved.
ADVERTISING
Using Humor to Cut Through Advertising Clutter
-- Rashmi Joshi
Advertisers are constantly innovating ways to promote their products. It has been recognized that
emotions play a vital role in the success of an ad campaign. Success is usually guaranteed if the advertisers are able
to strike the right emotional chord with the recipients. In these cases, there is greater likelihood that the
positive emotions generated is converted into buying behavior. In this context, humor provides the most
compelling strategy to evoke positive feelings about a product.
© 2009 IUP. All Rights Reserved.
ADVERTISING
Comparative Advertising : The Brands Smack Down
-- GP Mrudhula
Today's companies have to innovate better and novel strategies to have an edge over their rivals. In
their endeavor to attract customers, make profits and build their brands, they have to show themselves as
being better than their contenders. Marketing is a war among the brands and comparative advertising is a
platform to display the superiority of their products and services in comparison to their competitors in the market.
© 2009 IUP. All Rights Reserved.
ADVERTISING
Celebrities and Public Service Advertising
-- K Suresh
Public Service Advertising (PSA) refers to the use of commercial advertising techniques for
non-commercial, public interest issues and initiatives. This article probes into the role of celebrities
in propagating social causes through PSA. Adding a touch of glamor to social causes, celebrities can help
catch the instant attention of a wide audience.
© 2009 IUP. All Rights Reserved.
ADVERTISING
Culture Unfurled : Multilayered Indian Advertising
-- Ashwini Sovani
Culture is a non-static and ever-changing phenomenon. Indian advertisers are making use of these
dynamic cultural aspects while influencing the Indian consumer minds. These ads also highlight issues regarding
the adaptability and peculiarity of the Indian socio-cultural scene which makes it all the more complex. This
great melting pot of Indian culture has so much to offer to the advertisers who can make a difference provided
they understand the deep-rooted cultural values.
© 2009 IUP. All Rights Reserved.
ADVERTISING
Subliminal Advertising
-- Shilpa SK
Subliminal advertising is a method of exposing consumers to product images or brand names without
the consumers being consciously aware of the same. Advertisers use these techniques to bypass the
customers' unconscious minds and to manipulate and control them. A subliminal message is a sign premeditated to
pass below the normal limits of the human mind's perception. The primary objective of these ads is to
persuade individuals to make involuntary purchase decisions.
© 2009 IUP. All Rights Reserved.
PERSPECTIVE
User Generated
Commercials
-- Varsha Jain
Traditional advertising models are collapsing. Since the customers are paying less attention to
the ads, the purpose of marketing is being lost. In this backdrop, the author forecasts that
advertising will play a subsidiary role soon and User Generated Commercials (UGC) will become an industry
in itself. The article highlights the meaning, the benefits, limitations and strategies which can be
used in understanding and implementing the UGC concept.
© 2009 IUP. All Rights Reserved.
PERSPECTIVE
Radio Should Explore
and Discover More
-- V Ganapathy
Radio has been one of the oldest media used to convey the messages. However, the medium was at its
lowest usage when TV emerged in the 1980s and the Internet in the 1990s. But this scenario has
dramatically changed and currently, radio is the most happening medium with over 400 channels across the country.
Today, this medium has become very powerful and is entertaining a large part of the universe. In the future,
this medium is expected to play an important role for the advertisers in launching new campaigns.
© 2009 IUP. All Rights Reserved.
PERSPECTIVE
The Role of the Internet
in Transforming Marketing
-- Timira Shukla
The Internet presents an immense opportunity for marketers to develop a marketing
strategy online, build communities and develop online channels for communication and delivery.
The focus of this article is to evaluate how the special characteristics of the electronic
environment alter traditional marketing tactics and dictate a need to create new forms of product and
service delivery. It also views how technology can be leveraged to improve marketing function in
the virtual world.
© 2009 IUP. All Rights Reserved.
CASE STUDY
Brand Barbie : The Iconic Toy Brand's Leadership at Stake?
-- Kisholoy Roy
Since its launch in 1959, Barbie as a fashion doll had been the hot favorite among its target
market revolutionizing the way girls interacted with their dolls. However, of late, Barbie's existence has
been threatened as many felt that it was a cultural pollutant. Moreover, post 2000; Barbie had to face
stiff competition from the Bratz dolls. Despite several revival measures adopted by Mattel, the company
behind Brand Barbie, the iconic toy brand has failed to regain sufficient ground.
© 2009 IUP. All Rights Reserved.
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