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COVER STORY
Education Advertising
-- Anupam Ghosh and Anil Gupta
Is there any need to advertise for education? Yes, there is. The success or failure of an educational institute today depends a lot on these advertisements. The advertiser has to incorporate the sentiments of both the 'old' and the 'new' in his copy to create customer interest in an institute. At the same time, he should bear in mind that following "Goebel's Theory" might ruin him.
© IUP. All Rights Reserved
Advertising for Professional Education in India
-- Anupam Ghosh and Anil Gupta
We always felt that advertising is essential to sell a branded dress material, a motorbike, a car, toiletries, TVs and refrigerators. But now comes the age of advertising for education. This applies more to professional courses, pursuing which is today seen as the only way to excel in life, earn a high income and command respect in society.
© IUP. All Rights Reserved
CELEBRITY ENDORSEMENT
Celebrity Political Endorsement
-- Neelika Arora
Film actors, sport stars and other celebrities are increasingly making their presence felt in politics. Do they make any difference? Or is their presence written off as a mere political gimmick? Neelika Arora shares her views.
© IUP. All Rights Reserved
MEDIA
The Ubiquitous SMS
-- Kanugovi Sreenath
SMS has become an integral part of the communication process, among today's generation. The article traces the "all pervasive" forms of SMS.
© IUP. All Rights Reserved
SMS in the Marketing Context
-- Sandeep Mittal
When business went from a product-focused mindset to a marketing oriented one, the primary activity became crafting and communication of the right marketing triggers to the target audience. With customer-centric principles taking center stage, interactive dialogues to build relationships with preferred customers on an individual basis became key factors. How far does SMS fit the bill?
© DIREM Marketing Services Pvt. Ltd., www.direm.com. Reprinted with permission.
Mobile Marketing
-- Juliet Lowe
On the train and in the car, customers carry their mobile devices everywhere they go. But how useful is text messaging for the marketing campaign to older individuals and will they really welcome such offers? Juliet Lowe finds out.
© Originally published in Database Marketing magazine. (www.dmarket.co.uk). April 2002. Reprinted with permission.
The Great Outdoors
-- Deepak
Outdoor advertising has evolved from simple inscriptions to sophisticated digitized versions. "The incarnations are limited only by the innovator's imagination"-believes Deepak.
© IUP. All Rights Reserved
BRAND MANAGEMENT
Corporate Branding Strategy - A Guideline
-- Martin Roll
The competition in the global business environment is tough and achieving a unique position and competitive advantage is becoming more and more difficult and expensive. A high level of investment is necessary to maintain production capabilities, and rising cost of R&D for product differentiation. Strong marketing capabilities and unique brand pre-requisites are necessary for companies to cover these heavy investments. How can companies and management teams catch up?
© VentureRepublic 2004, www.venturerepublic.com. Reprinted with permission.
CASE STUDY
"Steelennium" (Branding 'Steel' - The Tata Way)
-- K Subhadra
"To beat the industry trend in a situation of oversupply we need to move away from selling commodities into marketing brands. Even as we continue to leverage and take the value of the TATA brand to greater heights, there will be efforts to create new images and associations for our services and products in current as well as new businesses." - Tata Steel Annual Report 2003. "Branding will give rise to a customized product in terms of value, performance and pricing; it will meet our customers' needs better. Branding will go a long way in meeting the challenge of gaining a sustainable competitive edge." - B. Muthuraman, Managing Director1 - Tata Steel, in February 2003.
© ICMR. Originally published as 'Branding a Commodity the Tata Steel Way'. All Rights Reserved. For accessing and procuring the Case Study log on to www.ecch.cranfield.ac.uk or www.icmrindia.org.
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