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COVER
STORY
Unveiling
the New Rural Consumer
--Nandini Das Ghoshal
To
say that the real India lies in the small towns and cities,
and more than 70% live in villages would be a simplistic and
all too naïve beginning to this write up. Nevertheless, the
importance of building rural brands needs to be reassessed
here and we will discuss its importance before we go on to
the factors, which need to be taken special cognizance of
when looking at brand building in the Indian rural context.
© IUP. All Rights Reserved
BRAND
MANAGEMENT
Brand
India
-- Ajay Khanna
Is
India still viewed as a land of snake charmers, elephants
and rope tricks? What about the phenomenal strides the country
has made in the last 50 years? Over the years, we have witnessed
Brand India becoming increasingly distorted in the absence
of efforts to manage and develop its associations. The only
obvious way out is Branding, or rather re-Branding India.
© Diplomatist Magazine (www.diplomatist.com). Reprinted with
permission.
BRAND
MANAGEMENT
Absorbing
the Fixed Costs of Democracy - India Breaks Free
-- Amir Ullah Khan
Today,
any thought about India triggers a sense of pride and an inexplicable
trepidation. Amir Ullah Khan of Indian Development Fund puts
things in perspective about our beloved India.
© IUP. All Rights Reserved
ADVERTISING
REGULATIONS
'Acceptable'
Advertising through Self-regulation
-- Neelika Arora
Advertisements
are undoubtedly the 'spark' to run the economy engine. However,
if unchecked, they may tear the 'value fabric of society',
creating greater disharmony. Before it's too late, Neelika
pleads that consumer be sensitive to uphold the cause of acceptable
advertising.
© 2004 IUP. All Rights Reserved.
AD
ETHICS
Surrogate
Advertising
-- Deepak
What
you see is 'not' what you get.
© IUP. All Rights Reserved
PUBLIC
RELATIONS
Blogging:
PR's True Claim to the Internet
-- Robb Hecht
Can
PR leverage on new genre online niche community of bloggers?
The article shares clues on dos and don'ts and also highlights
strategies for corporate blogs 'Wikis'.
© Robb Hecht, Hecht & Co. Reprinted with permission.
MEDIA
Spot
Repair: Does TV Advertising Need Mending?
-- Brett Christophers
The
growing penetration of devices which give consumers greater
control over their television viewing experience-including
the ability to skip commercial breaks-has hastened the proliferation
of alternatives to the conventional spot commercial, such
as advertiser-funded programming or simple product placement.
This article examines the extent to which concerns about the
'death of the spot' are justified, growth prospects for alternative
forms of TV advertising, and the likely key implications of
these developments for major industry participants. The spot
market will continue to thrive, although with internal modifications,
and alternative forms are likely only to account for a small
proportion of the overall investment in TV advertising. Nevertheless,
all industry participants must react in order to steer these
developments and to rework key elements of their traditional
business models.
© 2004 Mercer Management Consulting. Originally published
in Media Context (February 2004), a publication of Mercer
Management Consulting. Reprinted with permission.
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