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COVER
STORY
Emerging
Role of Advergaming : A Global and Indian Perspective
- - Puru Gupta
Advertising
has evolved over the past two-three years and
is no longer confined to the traditional modes.
With the changing behavioral pattern of the consumer
of theInformation Age, the way the marketers talk
to the consumers is also changing. One such mode
is advertising in video games through various
channels. This paper presents a specific mode
of advertising in video gamesin-game advertising
and advergaming. An overview of the industry has
been presented and also various aspects of the
same have been outlined. An initial discussion
on the changing business environment and the need
to shift from traditional advertising is also
followed by a snapshot of the vast potential that
this emerging segment holds. Consumer behavior
in the gaming community is a complex phenomenon,
and has specific attributes, which marketers the
world over would like to leverage to build their
marketing communication. This article attempts
to identify specific characteristics of the typical
consumer, and the factors influencing his decisions.
©
2006 IUP . All Rights Reserved
PRODUCT
PLACEMENT
In-film
Advertising in India
- - Pheba Chacko
The
article discusses the evolution and growth of
in-film placements in India, which has grabbed
the attention of corporates, advertisers and film
producers alike in the country. Corporates and
advertisers get the opportunity to reach the right
consumer segment or the masses based on their
type of product through diverse genre of films
in India.This enables them to leverage on clutter
free nature, emotional quotient and psychological
impact of the films. In-film advertising is also
an additional source of revenue for the film producers.
This article talks about the modus operandi of
the in-film advertising in India and the flip
side of this advertising tool.
©
2006 IUP . All Rights Reserved
INTERNET
BRANDING
Internet
Branding : Signpost or Business Platform?
- - Bill Nissim
What
is the value of Internet branding to the business
concerns that reside exclusively on the Internet?
Conversely, how effective is the use of Internet
branding to those commercial entities that only
use the World Wide Web as a virtual signpost?
This article examines three business concerns
and seeks to answer these questions. In addition,
it also compares and contrasts the value of Internet
branding as it pertains to their current and future
prosperity.
©
2006 IUP . All Rights Reserved
ADVERTISING
EFFECTIVENESS
Science
of Advertising : An Insight Analysis
- - AM Sakkthivel
Advertising
portrays the work of creativity and glamor which
creates attention value, attracts and motivates
end-users to buy a product/service. It is an "awareness
creator" acting as a carrier of communication
which provides appropriate information about a
product/service. Merely providing information
might not create attention value, hence the companies
develop eye catching commercials to woo the end-users
attention. Companies spend millions to develop
commercials and even sign in celebrities to endorse
them, in order to ensure reach, recall and sales.
The big question that lingers in the mind of sponsors
is the effectiveness of advertising in influencing
consumer buying decisions? The greatest dream
of the sponsors is to get the value for the money
spent on advertising campaign in terms of increase
in sales. Unfortunately, not all the promotional
campaigns turn out to be effective in terms of
generating sales, but rather end up as awareness
creators. This article discusses the necessary
ingredients and formulae in advertising which
ensures the impact on consumer buying decision.
©
2006 IUP . All Rights Reserved
PERSPECTIVE
Baidu
: The Next Big Player in the Search Engine War
- - Tim Lyons and Joanna Pan
When
most people think of search engines for the Web,
they probably think of the likes of Google, MSN
and Yahoo. If they really know their search engines
then they may also think about the likes of "Ask
Jeeves" or "Tecoma". Maybe due
to their location, there is a particular one that
they like or perhaps they prefer to search using
an industry-based search engine. Whatever may
be the case, they are probably not using "Baidu"
and possibly have never even heard of it until
now, though Google holds almost 2.5% of stake
in Baidu.
© 2006 IUP . All Rights
Reserved
BRAND
MANAGEMENT
Sales
vs. Marketing : A Battlefield for Brands
- - Bodil Stilling Blichfeldt
Contemporary
marketing emphasizes that companies have to `think
brands in order to prosper. Thus, the way to success
goes through the creation, management, and protection
of brands. However, empirical evidence suggests
that not all consumer good companies agree with
this claim. On the contrary, although some companies
think this way, other companies act in a way that
emphasizes sales more than marketing.
©
2006 IUP . All Rights Reserved
HEALTHCARE
BRANDING
Making
your Mark : Building Stronger and Longer Lasting
Brands in the Healthcare Industry
- - Rebecca Robins
Pharmaceutical
companies are under more pressure than ever to
extract value from their portfolios, as they face
intense competition within the increasingly crowded
therapy areas and the prospect of harder and faster
attack from generics upon patent expiry. This
article seeks to spark some food for thought and
debate, around one of the most prominent issues
for healthcare companies todayhow to make their
brands work harder and longer.
©
2006 Rebecca Robins. All Rights Reserved.
INTEGRATED
MARKETING COMMUNICATIONS
Theorizing
Integrated Marketing Communication : The Road
Forward for Academics
- - Ratnaja Gogula
Integrated
Marketing Communications (IMC), has taken off
as a concept in the early 1990s and has since
then been evolving in terms of definitions, principles
and concepts. There is an increasing debate amongst
the academia and the practitioners on what constitutes
the theory on IMC. This brief review of contemporary
debate on IMC highlights the need for researching
and developing a theory on it.
©
2006 IUP . All Rights Reserved
INTEGRATED
MARKETING COMMUNICATIONS
The
Integrated Marketing Communication Agency
- - Subhadip Roy
The growth of the concept of Integrated Marketing
Communications (IMC) took place in the early 1990s,
but within a span of a decade it has influenced
the field of global marketing communications in
a big way. Even the conventional form of the advertising
agencies were not spared by the wave of IMC. This
article talks about the various forms of IMC agencies
which have come up, and their relative rewards
and shortcomings.
©2006 IUP . All Rights Reserved
PUBLIC
RELATIONS
The
End of PR as We Know It? The Real Power of PR
: Means Letting Go
- - Sara Rosengren and Micael Dahlén
PR
is the fastest growing discipline within marketing.
As PR makes its way into the marketing mainstream,
it becomes increasingly important to understand
its real power. In this article, we argue that
cost-efficiency, attention-grabbing and credibility
is not enough. Relying on these effects may yield
disappointing results or even be detrimental to
the effectiveness of PR in general as consumers
become fatigued and PR-savvy. By letting go of
control, marketers can enjoy positive effects
of real PR, such as increased interest and attention,
enhanced flexibility, and more favorable associations.
©
2006 IUP . All Rights Reserved
ADVERTISING
STRATEGIES
"Oddball"
Marketing
- - Michelle Greenwald
Due
to high levels of advertising clutter in the traditional
media such as TV, print and radio, advertisers
are turning to new media forms in which ads are
seen in unusual places. These cost-effective,
new media forms may be contextually more appropriate,
viewed for longer periods of time, and may be
more likely to register their messages due to
the surprise element and the absence of other
ads competing for attention.
©
2006 IUP . All Rights Reserved
CUSTOMER
RELATIONSHIP MANAGEMENT
Customer
Retention
- - A S Sashidhar
In
the emerging marketing scenario, the best bet
for the companies may lie in developing the existing
customers rather creating a new one.
©
2006 IUP . All Rights Reserved
EXPERT
VIEWS
Sustaining
a Heritage Brand
- - Sunil Duggal
Duggal
joined Dabur India in 1995, as General Manager
(Sales and Marketing), of the Family Products
Division, with brands such as Dabur Amla, Lal
Dant Manjan and Vatika in his portfolio. Under
his direction, this division recorded a spectacular
growth. He soon became Vice-President and SBU-Head
of the Family Products Division and was appointed
Director Sales and Marketing of the company in
July 2000. He was appointed as CEO of the company
in June 2002 with overall responsibilities of
spearheading the growth of Dabur India. He got
his Engineering Degree (Electrical & Electronics)
from BITS, Pilani, and Business Management from
IIM, Calcutta. Spanning a career of over 20 years,
Duggal has traveled widely across India and abroad
and handled diverse portfolios that have helped
him understand the dynamics of FMCG businesses
and market trends.
©
2006 IUP . All Rights Reserved
EXPERT
VIEWS
Creative
Strategy
- - Priti Nair
Priti
has spent over 15 years in advertising and has
worked on some of the major FMCG and durable brands
in the country, creating campaigns for all media
including film, radio, press, outdoor and rural.
Priti began her career as a copywriter at DART
Advertising in 1990 and moved onto become a Creative
Director at Chaitra Leo Burnett, a part of the
Publicis group in India, where she handles brands
like Coca-Cola, Limca, Ariel, and Complan. With
Lowe since 1998 as Creative Director, her portfolio
have included brands from Unilevers Household
and Personal Care division as well as AT&T (Idea
Cellular) and the famous Balbir Pasha Campaign
for Population Services International. She has
done award winning work on Axe and was responsible
for launching it in India. Priti has won national
and international awards for several pieces of
her work. Her most talked about work includes
Balbir Pasha, Greenply sardar kid, Liril and Surf
excel Daag acche hain.
©
2006 IUP . All Rights Reserved
EXPERT
VIEWS
Place
a Wreath on Advertising
- - Charulata Ravi Kumar
She
started her career with Sistas (now known as
Saatchi & Saatchi). From Sistas she moved on
to JWT, Clarion (now Bates) and Lowe while she
was in India. Charulata Ravi Kumar is in marketing
communications for the last 17 years and has experience
across several global markets in the Middle East,
Europe and Asia. She is the Country Head 141 Worldwide,
and EVP and General Manager Bates India. Then
she moved to the Middle East with an offer from
Grey. Thereafter, she moved to Bates (Middle East)
to launch 141 Worldwide. She also helped in setting
up 141 Worldwide in Kolkata in 2003. In December
2004, she was given additional responsibility
to head Bates Delhi.
©
2006 IUP . All Rights Reserved
CASE
STUDY
A
Dent in Wal-Marts Public Image : The PR Strategy
- - D Gayatri, T Phani Madhav
©
2006 IBS, Case Development
Center, Hyderabad. All Rights Reserved. |
