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Advertising Express

April' 04
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Branding through Mobile Advergaming

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In-film Advertising

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Building Coca-Cola: The TVC Way

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Tourism Marketing in India: Inviting the Domestic Traveler

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COVER STORY

Branding through Mobile Advergaming

--Ravi Shankar Bose

Here is a way to engross, entertain, cajole and cuddle the game-loving modern customer while "playfully" building the precious intangible asset-the brand.

Article Price : Rs.50

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MEDIA

Why is Mobile Marketing so Successful?

--Anders Hakfelt

Mobile phones are becoming an integral part of the social fabric. Anders Hakfelt analyzes the success saga of mobile marketing in Europe. Can Indian marketers take a cue or two from it?

How Marketers Can Cross into Wireless Space

--Eamon Hession

The widely deployed mobile text messaging technology offers a fertile channel for communicating with interactivity-hungry 15-24 year olds through innovative campaigns and strategies. Opportunities to make an impact in the SMS space will never be better says Eamon.

In-film Advertising

--Neelika Arora

In-film advertising is catching up in India as media spend within a decade increased from a mere Rs.8 cr to Rs.72 cr per annum. The article evaluates effectiveness of product placements.

Article Price : Rs.50

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ONLINE BRANDING

Branding on the Web: A Real Revolution?

--Nicholas Ind and Maria Chiara Riondino

Although much has been written about the marketing implications and opportunities of the "interactive revolution", with particular emphasis on e-commerce and online advertising, the effect that this may have on the practice and theory of brand management has to date gone unexplored. To contribute to a better understanding, a series of one-to-one qualitative interviews was undertaken with companies in the UK and Italy, including traditional companies, dot.coms and brand consultancies. In this paper, differences in corporate attitudes to the Web are discussed and conclusions as to the way in which branding practice and theory are affected by the new technology are drawn. Finally, an updated model of brand management is suggested.

MEDIA PLANNING

Behavior-based Media Planning

--Young-Bean Song

New media planning method uses actual customer behavior to identify the best media opportunities.

BRAND MANAGEMENT

Building Coca-Cola: The TVC Way

--Pankaj Priya

After several failed attempts, it appears that the Cola giant has been able to strike the right cord with the Indian consumer. Pankaj Priya traces the saga.

Article Price : Rs.50

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DESTINATION BRANDING

Tourism Marketing in India: Inviting the Domestic Traveler

--Anil Gupta and Anupam Ghosh

...And you thought brand ambassadors are used only to promote products and services. Check out this, Amitabh Bachchan was signed in as a brand ambassador to promote the State of Uttar Pradesh in October 2003. And then in February 2004, the State of Karnataka followed up and signed in Rahul Dravid and singer Vasundra Das to promote their State to international as well as domestic tourists. Tourism marketing and advertising in India is entering a new phase with a majority of States looking to tap international as well as domestic tourism traffic to boost their respective economies.

Article Price : Rs.50

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Change in Purchase Process
Rise in MMS Usage

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Automated Teller Machines (ATMs): The Changing Face of Banking in India

Bank Management

Information and communication technology has changed the way in which banks provide services to its customers. These days the customers are able to perform their routine banking transactions without even entering the bank premises. ATM is one such development in recent years, which provides remote banking services all over the world, including India. This paper analyzes the development of this self-service banking in India based on the secondary data.

The Information and Communication Technology (ICT) is playing a very important role in the progress and advancement in almost all walks of life. The deregulated environment has provided an opportunity to restructure the means and methods of delivery of services in many areas, including the banking sector. The ICT has been a focused issue in the past two decades in Indian banking. In fact, ICTs are enabling the banks to change the way in which they are functioning. Improved customer service has become very important for the very survival and growth of banking sector in the reforms era. The technological advancements, deregulations, and intense competition due to the entry of private sector and foreign banks have altered the face of banking from one of mere intermediation to one of provider of quick, efficient and customer-friendly services. With the introduction and adoption of ICT in the banking sector, the customers are fast moving away from the traditional branch banking system to the convenient and comfort of virtual banking. The most important virtual banking services are phone banking, mobile banking, Internet banking and ATM banking. These electronic channels have enhanced the delivery of banking services accurately and efficiently to the customers. The ATMs are an important part of a bank’s alternative channel to reach the customers, to showcase products and services and to create brand awareness. This is reflected in the increase in the number of ATMs all over the world. ATM is one of the most widely used remote banking services all over the world, including India. This paper analyzes the growth of ATMs of different bank groups in India.

International Scenario

If ATMs are largely available over geographically dispersed areas, the benefit from using an ATM will increase as customers will be able to access their bank accounts from any geographic location. This would imply that the value of an ATM network increases with the number of available ATM locations, and the value of a bank network to a customer will be determined in part by the final network size of the banking system. The statistical information on the growth of branches and ATM network in select countries.

Indian Scenario

The financial services industry in India has witnessed a phenomenal growth, diversification and specialization since the initiation of financial sector reforms in 1991. Greater customer orientation is the only way to retain customer loyalty and withstand competition in the liberalized world. In a market-driven strategy of development, customer preference is of paramount importance in any economy. Gone are the days when customers used to come to the doorsteps of banks. Now the banks are required to chase the customers; only those banks which are customercentric and extremely focused on the needs of their clients can succeed in their business today.

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