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COVER
STORY
Why
Sex Sells?: Neuroscience Challenges Conventional Wisdom - - Kanugovi Sreenath
The
popular notion is, sex sells. Academic research suggests otherwise.
However, Madison Avenue continues to use sex to sell products.
The intriguing question that still remains unanswered is,
how and why sex sells?
© 2005 IUP. All Rights Reserved
SEX
IN ADVERTISING
What
Exactly Does Sex Sell? - - Joan F Marques
This
article examines some principal observations regarding sex
as a marketing tool in today's world. It emphasizes the strengths
and weaknesses of this topic as well as the trends that seem
to develop in advertising with regard to this phenomenon;
and ends with a concise listing of a few conclusive observations.
© 2005 IUP. All Rights Reserved
RETROMARKETING
Retromarketing
in India - - Subhadip Roy
The
concept of retromarketing is new to the world and obviously
very new in India. The entire field of marketing is however,
experiencing the `Retro Effect' i.e., things, which are inspired
from the past, be it advertising, branding, fashion or even
films. This article tries to find out why a company goes for
`retromarketing' and the recent trends in retromarketing in
India.
© 2005 IUP. All Rights Reserved.
PACKAGING
Nothing
Says Brand Like the Package - - Ted Mininni
All
the efforts of a marketer would go for naught if the consumer
standing before the retail shelf passes over the product without
noticing the packaging. In this article, Ted Mininni, President
of Design Force Inc., traces the importance of packaging.
© Ted Mininni 2005 (www.brandchannel.com). Reprinted with
permission.
ENTERTAINMENT
& MEDIA
Indian
Film Industry: Some Perspectives - - V Partha Sarathy
Among
all the entertainment channels in India, films occupy prime
position. It is not exaggerating to say that India lives on
movies. As the largest producer of movies (over 800 per year)
it is quite interesting to learn about the entertainment craving
side of India. This article traces Indian Film Industry from
its origin, evolution, current status and the bottlenecks,
and also suggests a plausible course of action to take in
the future.
© 2005 IUP. All Rights Reserved
CRM
The
Value Proposition and CRM - - Colonel R S Prasad
The
present day customers are expecting a lot more than products
and services from business organizations. No longer can organizations
expect to attract and keep the customers only with a good
product or service. The traditional competitive differentiators
like place, price and quality are still important but have
lost their relevance as individual contributors, and individually
they cannot contribute to the success of the organizations
as in the past. Today, organizations are dealing with a customer
who wants value from his transactions. This article examines
the concept of value proposition, the drivers of value proposition
philosophy, the process of creating value proposition, the
value proposition strategies, and how CRM and value proposition
complement each other.
© 2005 IUP. All Rights Reserved
PRIVATE
LABELS
Store
Brand's Life Cycle: A Profitable Evolution - - C S V Ratna
Store
brands or private labels, as they are also called, have been
slowly but steadily becoming a major part of the retail strategy.
Their higher margin contributions and the ability to render
a differentiating factor have made them an indispensable tool
to boost the bottom line and get an edge over the competition.
But, the store brand strategy is not devoid of problems. Customers
are still brand loyal and those opting for planned purchases
do have a lower inclination for store brands. Also, only some
commodities, are showing the promise of sustenance of the
strategy. The store brand's life cycle shows that there ought
to be a distinct stratagy at each stage of the store brand's
life. This article discusses the store brand concept as existing
in India vis-à-vis the American and European markets and explores
the issues in adopting a store brand strategy and maintaining
it.
© 2005 IUP. All Rights Reserved
EXPERT
VIEWS
Sex:
The Potato of Advertising - - G S Shridhar
Based
in Chennai, has more than 20 years' experience in advertising,
17 of them as head of the creative department. He has worked
in agencies like R K Swamy and BBDO, Lowe, and Mudra. He has
over 40 awards, including Campaign of the Year and Media Innovation,
to his credit and specializes in films having scripted or
co-directed over 75 of them in seven years. His current activities
include imparting training, seminar speeches, creative consultancy
and film production. He is also a visiting faculty at MICA,
Loyola College, IBMT and Wigan & Leigh and is also the core
faculty for Creative Arts for the Postgraduate Program of
Ad Club, Chennai since 1999. He has developed two proprietary
tools: `Dinsights' for insight mining, and `Creative Seismic
Vibrator' to develop advertising ideas.
© 2005 IUP. All Rights Reserved
INTERVIEW
Sex:
The Double-edged Sword - - Ramanujam Sridhar
Sex
no doubt provides an effective way of getting a man's attention;
but it is a cheap shot!
© 2005 IUP. All Rights Reserved
INTERVIEW
Packaging:
The Driving Force - - Ted Mininni
When
packaging delivers what I call the `Enjoyment Assets' of a
brand, the consumer forms a meaningful relationship with that
brand and its products, and this leads to brand loyalty.
© 2005 IUP. All Rights Reserved
INSIGHTS
Marketing
Telugu Movies Through Captions - - T D Babu and G Jayabal
Marketing
movies is a relatively new phenomenon in the Indian context.
This paper is a summary of the original research carried out
to assess the impact of `captions' on moviegoers. The research
reveals that the use of captions does really play a significant
role in the marketing of Telugu films. Further, the authors
say that the message to be conveyed through captions should
be about the protagonist.
© 2005 IUP. All Rights Reserved
INSIGHTS
Youth
vs. In-film Advertising - - Raju M Rathod and Rajesh S Modi
The
survey findings reveal interesting details about the movie-watching
habits of Indian youth. Though they cannot be generalized,
the cues may help marketers to effectively deploy in-film
product advertisements.
© 2005 IUP. All Rights Reserved
INSIGHTS
MNCs
vs. Indian Brands - - Sukanya Ashokkumar
After
about 14 years since liberalization and globalization measures
have been initiated by the Indian Government, it is time to
take stock of how Indian brands have fared vis-a-vis their
multinational counterparts. We undertook three different projects
to measure consumer perceptions towards Multinational Company
(MNC) brands and Indian brands for automobiles, electronic
goods and jeans. The results of the study confirm that while
Indian brands scored on price, availability, service, and
on all other variables that measure quality, technology, image
and features, MNC brands have scored over Indian brands. The
study thus underlines the need for repositioning Indian brands
to change consumer perceptions.
© 2005 IUP. All Rights Reserved
DIALOG
The
Challenges of Private Label Branding in India: A Socratic
Enquiry - - Sushobhan Mukherjee
The
Socratic method is built around asking questions beginning
from feigned ignorance, progressing to conversation and ultimately
drawing out implications. Sushobhan Mukherjee of Publicis
attempts to enlighten the reader about private labels through
this dialog.
© 2005 IUP. All Rights Reserved
CASE
STUDY
Honda's
Marketing Strategies in India - - K Yamini Aparna, Vivek Gupta
Its
symbol, the wings, represent the company's unwavering dedication
in achieving goals that are unique and above all, conforming
to international norms. These wings are now in India as Honda
Motorcycle & Scooter India Pvt. Ltd. (HMSI), a wholly-owned
subsidiary of Honda Motor Company Ltd., Japan. These wings
are here to initiate a change and make a difference in the
Indian two-wheeler industry.
© 2005 ICMR. All
Rights Reserved. For accessing and procuring the case study
log on to www.ecch.cranfield.ac.uk or www.icmrindia.org
INTERNET
ADVERTISING
The
Global Outlook for Internet Advertising and Access Spending,
2003-2007 - - Thomas Hyland
Each
year PricewaterhouseCoopers (PwC) publishes its Entertainment
and Media Outlook industry forecast. The publication provides
global five-year forecasts of consumer and end-user spending,
as well as advertising projections and market analyses, for
the entertainment and media sector's 14 major market segments.
Among those segments, Internet Advertising and Access Spending
is poised for substantial growth. Additionally, PwC's New
Media Group publishes the IAB Internet Advertising Revenue
Report, a quarterly survey conducted by PwC and sponsored
by the Interactive Advertising Bureau (IAB). The report aggregates
data and information reported directly to PwC by companies
representing thousands of websites in addition to other online
ad-selling companies. With an eye on significant market indicators,
PwC's Outlook forecasts a global turnaround for Internet advertising,
an industry revenue stream decimated following the dotcom
bust of 2001. The Internet advertising revival is being fueled
by audience expansion, solid and sustainable growth in e-commerce
markets, and advancements in tools and methodologies. Outlook
forecasts healthy growth for the Internet access industry
as well. Spending growth in this component of the segment
is being driven by burgeoning broadband usage and by escalating
number of Internet users around the globe. In some regions,
the rate of expansion is dramatic, although it is slowing
in the United States, where penetration is approaching saturation
within the predominant demographic, and economic barriers
are keeping other would-be users away. In the article below,
Tom Hyland, Partner & New Media Group Chair, PricewaterhouseCoopers,
summarizes some key findings and examines the predictions
for the Internet advertising and access industry.
© 2004 PricewaterhouseCoopers. All Rights Reserved. PricewaterhouseCoopers
refers to the network of member firms of PricewaterhouseCoopers
International Limited, each of which is a separate and independent
legal entity. Reprinted with permission. |
