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COVER
STORY
One
Message Received
- - Vineet Tandon
This
article elaborates on the emerging field of mobile
advertising, the reasons for its gaining popularity,
the potential it has for clients and also the
challenges it has to face for gaining acceptance
among the masses.
©
2006 IUP . All Rights Reserved
ADVERTISING
STRATEGIES
An
Analysis of Advertisements
- - Priyanka Tiwari
In
this age of plenty, we have wide range of product
choice in the market and it is necessary to know
where we are going to invest our money and how.
It is important that the advertisers inform the
consumers about the products, avoiding any false
information or exaggeration just for the sake
of selling more of those products. The truth in
advertisement is very essential to guide the consumers
about the qualities of the products, where they
can have the opportunity to choose or reject them.
©
2006 IUP . All Rights Reserved
ADVERTISING
STRATEGIES
Captiv(e)ating
the Audience Out of Home
- - Tripti Dhote
Escalating prices of the television and print
media, along with market fragmentation, changing
customer lifestyles and growing clutter have all
generated the need for advertising on a media
which is untapped and can innovatively capture
audiences even out of home. Outdoor advertising
seems to be the call of the day. With innovations,
better spend and awareness, this can be seen as
the media of the future for not only to attract
attention or create interest, but also to convincingly
influence the buying behavior of the customer.
©
2006 IUP . All Rights Reserved
CELEBRITY
ENDORSEMENTS
Mechanics
of Celebrity Endorsements : A Review
- - Sabu M Nair
Advertising
is always keen to take the less risky route of
celebrity endorsements. Voluminous researches
have been conducted in what can safely be termed
as the "most interesting phenomenon" in advertising.
This article probes into celebrity endorsements
in the Indian context, assesses the reasons for
the sharp increase in use of celebrities in advertising,
analyzes the bottlenecks, and based on results
of previous research proposes an influencer triad,
which discusses the three factors that determine
the level of success of celebrity endorsements.
Finally, it proposes the Ten Commandments of celebrity
endorsements, for advertisers to follow. It also
leaves ample scope for future researchers to delve
in detail into the topic and unravel more of celebrity
endorsements, in India.
©
2006 IUP . All Rights Reserved
INTERNET
MARKETING
Eavesdropping
on the Business Blogosphere
- - Srividya Raghavan
The
business blogosphere is a busy place. A sneak
peek into it reveals the genre, business sense
and the tactics of using different types of blogs
to enhance their business. This article is an
attempt to eavesdrop on the business blogosphere
to understand the pulse of the conversations.
©
2006 IUP . All Rights Reserved
INTERNET
MARKETING
Communication
Strategy on the Internet
- - María Sicilia Piñero and Mariola Palazón Vidal
The
average investment allocation on the Internet
is increasing every year as brands need to explore
new ways to reach consumers. This article examines
how the Internet complements traditional communication
strategy by focusing on the company that has dominated
the soft drink market during the last 130 years.
A comparative analysis of the strategy conducted
by Coca-Cola across three regionsthe US, Europe,
and Asiais presented. The consequences of each
strategy on brand loyalty are also discussed.
©
2006 IUP . All Rights Reserved
MARKETING
STRATEGIES
Guerrilla
Marketing : Lets Attack with Low Cost
- - Sharif Memon
The advertising budget has been a mind-boggling
amount for the marketers. Huge expenditures without
efficiency, due to conventional path, have compelled
marketers to innovate and explore some unconventional
low-cost avenues to target the potential audience.
In this scenario, the guerrilla marketing has
been immensely helpful for small businesses to
cope with huge-spending coporates. This article
is about guerrilla assault on market by small
firms with efficiency and efficacy led by innovation
to drive profit.
©
2006 IUP . All Rights Reserved
MARKETING
STRATEGIES
Corporate
Rebranding
- - Subhadip Roy
The wave of corporate rebranding hit India.
The year 2005 witnessed a lot of rebranding initiatives
taken by major brands such as Hutch, Indian Airlines
and Berger Paints. The latest rebranding activity
has been taken up by the Reliance group after
its demerger. This article analyzes the various
rebranding activities taken up by the companies,
the reasons and its pitfalls.
©
2006 IUP . All Rights Reserved
ADVERTISING
ETHICS
Cosmetic
Commercials : Are they Misleading?
- - A S Sashidhar and Saikiran Adivi
Cosmetic
advertisements if sensible, could be more rational
and can remove clutter. Cosmetic advertising
is the promotion of beauty products through different
media. These types of promotions are aimed at
men and women, create a desire in them to improve
their looks, and enhance their physical attractiveness.
These products range from eyeshadow to underarm
sprays. The last decade witnessed tremendous increase
in the use of cosmetics by the Indian consumers,
with both men and women showing greater concern
over their personal grooming.
©
2006 IUP . All Rights Reserved
TRENDS
AND INITIATIVES
Green
Marketing : The Indian Scenario
- - K Suresh
Over
the past few years, some sectors in India have
seen green initiatives by firms. Partly to differentiate
their offerings in a competitive milieu and partly
to take advantage of the price premium possible,
many companies have started offering branded green
products in several categories.
©
2006 IUP . All Rights Reserved
RETAILING
Decline
of Traditional Retailing
- - Vijayanand CH
The
retailing scenario has changed extensively over
the years. Shopping malls and varied product choice
are providing the customers with good shopping
experience.
©
2006 IUP . All Rights Reserved
EXPERT
VIEWS
Creating
Inspired Advertising across Categories
- - Ajeeta Bharadwaj
Ajeeta
Bharadwaj started her career in Leo Burnett in
2000 and became the youngest Brand Director in
the Mumbai office in 2004. Her stint in the Brand
Planning department includes work on brands like
Complan, Glucon-D, Thums Up, Bajaj Pulsar, Tetra
Pak, Zero sweetener and Doy soap. In 2004, her
study on working women in Mumbai was awarded the
second prize in the prestigious LeoIntel Awards
for innovative thinking, from among 90 offices
around the Leo Burnett Worldwide network. She
has also worked on regional Asian projects like
Asian Miss Understood and Mister Misinterpreted.
©
2006 IUP . All Rights Reserved
EXPERT
VIEWS
Key
Account Management
- - Malcolm McDonald
Malcolm
McDonald is Professor of Marketing and Deputy
Director Cranfield School of Management with special
responsibility for e-Business. He has extensive
industrial experience, including a number of years
as Marketing Director of Canada Dry. He is Chairman
of six companies and spends much of his time working
with the operating boards of the worlds biggest
multinational companies, such as IBM, Xerox, BP,
etc., in most countries including Japan, US, Europe,
South America, ASEAN and Australasia. He has written
40 books, including the best-seller Marketing
Plans; How to Prepare Them; How to Use Them and
many of his papers have been published. His current
interests center around the use of information
technology in advanced marketing processes and
global best practice key account management.
©
2006 IUP . All Rights Reserved
INSIGHT
Internet
Development in Mainland China
- - Fang Fang Tang
In
January 2006, the number of Internet users touched
the 111 million mark in Mainland China in sharp
contrast to the slowdown in some of the industrialized
economies. As in other parts of the world, Internet
development in China has been dramatic. Its brief
history is even more so due to the political and
social factors associated with the country. China
Internet Network Information Center (CNNIC) is
still inviting contributions about this history
and milestone events, therefore we can only give
a brief outline that is by no means complete.
©
2006 Fang Fang Tang. All Rights Reserved.
CASE
STUDY
Corona
: The Mexican Beers Marketing Strategies in the
US
- - Sujatha and Phani Madhav
©
2006 IBS Case Development
Center, Hyderabad. All Rights Reserved. |
