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COVER STORY
Shopping Trolley Advertising : Marketing at Retail
-- Rajiv Joshi
Shopping trolley advertising generates great interest in the product and increases the product trials. Various researches have concluded that normally, each consumer spends, on average, 30-40 minutes inside a store. Again, on an average, a trolley user looks down at the trolley once in every 8-10 seconds. Thus, a consumer views the messages on the shopping cart roughly 180 times during his shopping journey. This statistics prove the worth of shopping trolley advertising.
© 2008 IUP . All Rights Reserved
BRANDING
Invisible Brands : Consumer Forgets the Brand Once the Product is Purchased or Installed
-- V Ganapathy
The concept of buying only a branded product has entered many consumers' mind over the last two decades. In the case of most of the products, the customer stays connected on a daily basis when he buys the brand. But there are certain product categories like paint or floor tiles wherein he buys a certain brand, but the brand goes into hiding after the product is installed or applied on the walls. These products remain in the consumers' mind only for a certain period of time as they blend into the household environment. Such products or brands are termed as Invisible Brands.
© 2008 IUP . All Rights Reserved
BRANDING
Analyzing the Effectiveness of Multibranding in International Marketing
-- KK Maheshwari, Shruti Awasthi and Shikha Upadhyay
Considering the competition in hasty globalization, the brand battlefield requires many skills and continuous support from both the management and the marketers. This article emphasizes the importance of multibranding, the right time to activate it, and the profitability and risks involved along with the essentials of multibranding in the international scenario.
© 2008 IUP . All Rights Reserved
ADVERTISING & SALES PROMOTIOIN
The New Face of Indian Advertising and Promotion
-- Manishankar Chakraborty
Advertising and promotion are important cogs in the marketing wheel of a company. Competitions, coupled with technological evolution, has opened newer vistas for all marketing professionals. This article discusses the impact of the latest developments in the advertising and promotional sphere on the market, the extent to which they have been successful, and emphasizes the need for an India-centric model.
©2008 IUP . All Rights Reserved
ADVERTISING & SALES PROMOTIOIN
Animation in Advertising
-- K Suresh
The use of animation is not restricted to TV and films, it is extensively used in advertising nowadays. This article deals with the use of animation in advertising and enlightens the readers about the types of animated characters employed in commercials.
© 2008 IUP . All Rights Reserved
ADVERTISING & SALES PROMOTIOIN
Online Advertising
-- S Chandrashekar and N Sridhar
The era of e-commerce has paved way for an upward trend in global online shopping. The websites are devising and designing innovative advertisements in order to attract potential customers. Online advertising has become a strong medium thanks to its low-costs and high-speed of communication which can be used to reach out to anybody, anytime and anywhere in the world.
© 2008 IUP . All Rights Reserved
PERSPECTIVE
IPL : Aggressive Marketing or Futuristic Strategy? IPL : Aggressive Marketing or Futuristic Strategy?
-- Tripti Dhote
India has always been a cricket crazy nation and IPL with its phenomenal success has changed the complete economics of the game. Sports marketing has never been this big. Each and every stakeholder stands to gain either in terms of the brand recall or in terms of the visibility and revenue. Franchisees are justifying their investment with an optimistic revenue projection. Reports claim that Set Max, the official channel, is expected to harvest a neat profit of Rs. 934 cr over the 10-year contract period. Media, advertisers and BCCI are all grinning their way to the cash counters. What needs to be debated however is the issue of IPL's future prospects. Will the IPL magic persist in the long run or was it just a one season wonder?
© 2008 IUP . All Rights Reserved
PERSPECTIVE
Going Green and Reflecting a Green Image : The Biggest Corporate Trend of the 21st Century
-- Priyanka Rawal
Tough competition, changing consumer behavior, alarming pollution levels and a step towards an eco-friendly environment could be the reasons for the growing concern of companies going green. Environment protection and preservation of natural resources have become major concerns for companies striving for a `Green Image'. They are trying to gain a competitive edge by adapting to the changes taking place in the buying habits of their consumers worldwide—today's customer likes eco-friendly products having natural ingredients in them.
© 2008 IUP . All Rights Reserved
PERSPECTIVE
The Dynamic Customer : Indian Woman
-- Kanika Kachroo
This article is about a unique and unpredictable customer—the Indian woman—and her journey from being just another entity to the most sought-after buyer. This is an India-centric critique that traces the growth and evolution of Indian woman customer from being vulnerable to become one of the the most preferred customer in the country. It also discusses the journey of an advertiser who has kept track of her development and understood her intricate psychology to devise successful ad strategies to woo her.
2008 IUP . All Rights Reserved
PERSPECTIVE
Segmentation in Financial Services Market
-- Vikas Shrotriya
Segmentation provides a microscopic view of the customers' needs and guides the marketer to plan an appropriate marketing-mix for specific segments. This article discusses some aspects of segmentation in the Indian financial services market.
© 2008 IUP . All Rights Reserved
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