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COVER STORY
Proximity Advertising: Location-based Marketing
Engaging Customers
-- Priyanka Rawal
Businesses have been using different marketing methods like printing ads in newspapers,
sending mails, in-store promotions, billboards, broadcasting on radio and TV, Internet and recently
mobile networks to promote their products and services for years. Advertisers are now looking at
content delivery that is interactive, informative and engaging. Called proximity advertising, this
new revolutionary marketing technique, helps to transfer advertising content to people's mobile
phones and encourages people to buy a service or product right in the place where they are making
up their minds. Proximity advertising can be used in almost any industry to help increase sales
and brand awareness by sending messages directly to potential customers automatically and
at absolutely no cost. This article covers the benefits of employing proximity marketing.
© 2009 IUP. All Rights Reserved.
ADVERTISING
Promos of Banks: Need for a Radical Change
-- SN Ghosal
The current global meltdown has completely shaken the confidence of all the market
participants, primarily the investors. In this scenario, this article highlights how banks can use advertising to
educate the investors about the risks and returns associated with various financial products. By
designing transparent, educative and simple advertising strategies, banks can regain the investors' confidence
and rebuild their trust in the financial system.
© 2009 IUP. All Rights Reserved.
ADVERTISING
Cyberlaw in Cyberspace: Regulating Spam
-- Nandini CP
Commercial non-solicited communication is a growing problem, bringing calls for tighter
anti-Spam legislation. Different nations have adopted varying approaches to regulate spam.
These approaches range from laissez-faire through to tight restrictions on sending unsolicited
messages. This article discusses the definition of spam, the need for regulating them and the legislative
efforts made by various countries to curb them.
© 2009 IUP. All Rights Reserved.
ADVERTISING
Employees as
Brand Ambassadors
-- Radha Ganesh Kumar and J Kavitha Selvaranee
In this struggling economy, many brands are looking for new ways to build better relationships
with customers and prospects while lowering their costs. More often than not, it is the employees within
the organization who can best represent the brand identity and add value. Empowering the employees
to function as brand ambassadors can lower marketing costs, create a tangible brand experience for
the customers and boost morale within the organization.
© 2009 IUP. All Rights Reserved.
STRATEGY
Innovation: A Way to Gain Competitive Edge
-- Sathyanarayanan RS
Companies, today, must operate at a much faster pace than their competitors in order to have
a competitive edge over them. They should be faster in developing and introducing
products, implementing strategies and responding to the changing customer needs. Innovation, thus,
has become the most critical element of business in today's scenario. Companies like Wal-Mart,
Dell, Microsoft, etc., have all survived because they evolved, innovated and transformed
themselves according to the changing priorities of their customers.
© 2009 IUP. All Rights Reserved.
STRATEGY
Marketing of a Brand: An Analysis of Fashion Jewelry Industry
-- Manu Sharma
For many years, Indian jewelry has remained unchanged with design dictated by regional and
religious tradition. Over the last few years, however, it has begun to bubble with change. Economic reform
and the impact of television have suddenly opened the doors and latest global trends have found
favor. Fashion is the new sales driver and jewelry manufacturers are scrambling to adjust their
product designs to cater to this segment.
© 2009 IUP. All Rights Reserved.
STRATEGY
Marketing of Soul as a
Soul of Marketing: Spiritual Marketing
-- Jyoti Rana and Anjali Chopra
India has always been perceived as the communion of many beliefs, universal truth-finder's
path and a land of inherent spirituality. Given the vast spirituality `market', it is not surprising to find
a bewilderingly large array of organizations focusing on `marketing' spirituality. These
organizations are using various marketing techniques to present spirituality in the most acceptable way.
© 2009 IUP. All Rights Reserved.
STRATEGY
Celebrity Endorsed Reality TV Shows: A New Marketing Tool
-- Manali Bhattacharya
The rising popularity of the reality shows on Indian television channels has added a new dimension
to the advertising industry. Reality shows are fast replacing the Saas-bahu soaps and other family dramas in terms of popularity and marketers are cashing in on the popularity of these shows.
This article discusses the reasons for the high popularity of reality shows and the marketing
opportunities therein.
© 2009 IUP. All Rights Reserved.
STRATEGY
Promotional Tools During Recession
-- Ruchi Jain and Ekta Kapur
It has been proven that an increase in marketing spend during a recession can gain a
long-term advantage for a brand. But many marketers, constrained by budgets and circumstances, will
not be able to do so. Will this leave their brands in peril? This article argues that in the current
economic turmoil, retailers need to modify their marketing strategies and focus on practices like
below-the-line promotions, bluetooth marketing, affiliate marketing and other unconventional methods
of promotion.
© 2009 IUP. All Rights Reserved.
MEDIA
Advertising in Social Media: An Era of Consumer Generated Media
-- GP Mrudhula
Of late, companies are looking for innovative ways to get in touch with the customers. Social media,
the new Internet-enabled network is delivering the holy grail to advertisers. This new medium provides
the marketers the unique combination of reach, relevance and establishing relationships.
© 2009 IUP. All Rights Reserved.
MEDIA
Out-of-Home Advertising: A New Dawn
-- Ullas P Ramakrishnan
Outdoor advertising is as old as advertising itself, but new life is being put into the old medium. In
fact, with technological developments, a traditional outdoor advertising has turned into
Out-of-Home advertising (OOH). OOH advertising has grown in stature over the last two decades to be a
main medium for launch, positioning and repositioning of products and services. It has revolutionized the
way outdoor communications are being looked upon by marketers.
© 2009 IUP. All Rights Reserved.
CASE STUDY
The Evolution of Titan Watches
-- V Ganapathy
Titan is one of the most valuable brands from the Tata stable in the consumer durable
category. What seemed to be a market where people bought watches for the functional purpose of
knowing the time has been totally redefined by Titan. Today, owning a particular style or brand of watch is
all about making a statement. Titan, as a brand, has established itself for its style and choice of
design and is the unquestioned leader in the Indian watch industry today. This article details the brand's
evolution.
© 2009 IUP. All Rights Reserved.
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