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COVER STORY
Coupon Mania: Save More Get More
-- B Venkata Deepika
Coupons are considered to be one of the best strategies for marketing products in a
recession period. During such periods, consumers become more price-conscious and tend to cut down
their spending. However, discounts and special promotional schemes like offering coupons can
drive consumer spending during such tough times. Coupons can be good vehicles for both buyers
and marketers. Coupons entitle a buyer to a price reduction for a product. Marketers, on the
other hand, can use coupons to lure more customers and motivate them to try out newly
launched products. This article talks about the use of coupons during economic downturns. It also
explains the different types of coupons offered by the retailers and explains the benefits as well
as drawbacks of using them.
© 2009 IUP. All Rights Reserved.
ADVERTISING
Advertising and Social Responsibility
-- Mannar Indira Srinivasan
Of late, many advertisements have been playing a crucial role in fighting against social evils
that hamper the progress of society. This article analyzes the Public Service Advertisements (PSA)
in terms of the social issues being addressed by them. It also traces the evolution and growth of
the PSAs and highlights the constraints they are facing today. It presents the PSA scenario in
the developed as well as developing nations, with special reference to the public service campaigns
in India.
© 2009 IUP. All Rights Reserved.
ADVERTISING
Radiovertising: Creative Waves to Enhance Brand Identity
-- Priyanka Rawal
An executive loves to hear `Macarena' on FM while driving back home in his car, while a
farmer enjoys Geet Gata Chal aired on Vividh Bharati while riding his bicycle. Radio has emerged as
a powerful medium, appealing to people across different cross-sections of the society.
Radio advertising is the growing market trend today. Offering a unqiue combination of high reach,
high targetability and low cost, radio advertising can be a very effective means to attract customers.
© 2009 IUP. All Rights Reserved.
ADVERTISING
Legal Framework for Protecting Privacy in
Online Advertising
-- Nandini CP
The article presents an outline of the legal provisions relating to the online advertising industry
and the challenges for maintaining the confidentiality of the personal information of the users. The
need for protecting privacy in the online environment has forced the lawmakers to come up with
various legislations, but there is a wide gap between the rapid advancements in the technology and
the lawmaking process, which is moving at a snail's pace.
© 2009 IUP. All Rights Reserved.
BRANDING
Celebrity, Curiosity and Conscious Branding
-- Tripti Dhote
According to a research, celebrities fail to stir any curiosity among the viewers, possibly
because they are overpriced, overexposed and they try to overshadow the product. However, the
scenario seems to be changing over the past couple of months, with marketers adding new dimensions and
a whole new look to the tried and tested concept of celebrity endorsement. Multi-star cast
episodic commercials with a sequential plot and a teaser campaign seems to be the current trend.
© 2009 IUP. All Rights Reserved.
BRANDING
Branding Strategies of the Future: A Lesson from Past Experience
-- Chaitanya Prasad Giri
Global corporations are increasingly becoming aware of the advantages of adopting the
appropriate branding strategies. Branding aims to create a unique identity and position for a product. In order
to thrive in today's competitive markets, companies must adopt the right branding strategies. However,
it needs to be recognized that brand building is not merely an exercise of designing a
company's logo. It is a continuous battle to win the hearts and minds of the customers.
© 2009 IUP. All Rights Reserved.
STRATEGY
Tryvertising:
The Fascinating Way of Advertising
-- Varsha Jain
With mass advertising no longer effective in the rapidly changing advertising landscape,
marketers are attracting customers by allowing them to actually try the new products. This trend
called, tryvertising, is an engaging way of allowing the customers to form their opinions about the
products based on their own experiences and not on the basis of advertising messages.
© 2009 IUP. All Rights Reserved.
STRATEGY
The Cutting Edge of Buzz
in Brand Management
-- Debjani Banerjee
The focus of every marketer, in this competitive environment is sustenance. Marketers
are concentrating more on `today' rather than working to create more brand loyalty and survive over
a long period of time. They are keener on `now' and are aiming to achieve exponential growth
of sales within a short span of time. This has led to the concept of buzz marketing.
© 2009 IUP. All Rights Reserved.
STRATEGY
Internal Marketing:
A Tool to Get Business
-- Anil Chandhok and Upasna Chandhok
An organization thrives on the abilities of its internal customers, i.e., its employees. While
most companies allocate resources for external marketing, few make investment in terms of time
and money to communicate with the employees. Since in most of the businesses, it is the employees
who are in direct contact with the customers, it is necessary to motivate and empower them
to consistently deliver a satisfying customer experience. This can be done by internal marketing.
© 2009 IUP. All Rights Reserved.
MEDIA
Mobile Advertising: The Future of Advertising
-- Manish Verma and Komal Verma
Over the years, companies have been advertising through various channels: newspapers,
television, radio, online, outdoor. The latest innovation in the world of advertising is `Mobile
Advertising'. Mobile phone is a very personalized medium having a great reach and options, in terms of
the content of the advertisements. With more than 300 million mobile users, the Indian market
presents lucrative opportunities for mobile advertising.
© 2009 IUP. All Rights Reserved.
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