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COVER STORY
Tourism Development and Marketing: Lessons from Egypt
-- R Harish
Egypt is among the comparatively more popular and renowned tourism destinations in the world.
It is a developing country; and the general conditions faced by a foreign tourist are in many
ways similar to those in India. Just like India, Egypt too is primarily known for the heritage and
cultural dimensions of tourism, but is now diversifying into modern-day tourism offerings, including
golfing, diving, beach resorts, etc. Egypt's experience in the development of its tourism sector is,
therefore, of immense interest and relevance in the Indian context.
© 2009 IUP. All Rights Reserved.
PERSPECTIVE
Pester Power in Advertisements: A Positive Stride
-- Shilpa Gopal
Pester power has always been associated with a negative meaning and has been viewed as
an unethical tactic used by marketers. Of late, however, marketers have been using this
persuasive habit to promote positive behavior among children through advertisements. This has led to a
new concept: Positive Pester Power. This article concentrates on the various efforts taken by
the organizations to generate a positive pester power among the kids.
© 2009 IUP. All Rights Reserved.
PERSPECTIVE
Political Advertising through Social Media
-- Varsha Jain
The 15th general elections held in the months of April and May this year will be remembered
for various reasons, the notable being the way in which election campaigning was carried out by
various parties. With over 700 million eligible voters and a majority of voters in the age group of
18-35 years, political parties leveraged the reach and power of the Internet to seek votes as well to
raise awareness about voting during the elections, keeping in mind the media preferences of the youth.
© 2009 IUP. All Rights Reserved.
ADVERTISING
Winning the Plot through
Covert Advertising
-- GP Mrudhula
Advertisers are increasingly using celebrities to promote their products through movies and
TV shows. This cinematic way of advertising is nothing but covert advertising. Ads in such forms
have always been there since decades and are now expected to rule the future of advertising.
© 2009 IUP. All Rights Reserved.
ADVERTISING
Sex Appeal in Advertising
-- Rajesh Faldu
This article attempts to throw light on the increasing usage of sex appeal in advertising and
critically evaluates a group of nine ads featuring different genders and different aspects of sex appeal.
© 2009 IUP. All Rights Reserved.
ADVERTISING
Endorsement by Celebrities:
A Brand Revolution in Marketing
and Advertising of Products
-- R Venkatesh
In the modern milieu of a variety of products and brands, competition among the corporates to
stay afloat has become intense. A common strategy used by the corporates in this scenario is
the endorsements of products and brands by celebrities. It is an established fact that employing
popular celebrities in the promotional campaigns pays dividends in the long run. A good `match' between
the image of the celebrity and the product is of course, essential for success.
© 2009 IUP. All Rights Reserved.
ADVERTISING
Consumer as Brand Ambassador
-- Uma Krishna
With the exponential growth of media leading to product and service saturation, consumers
are exposed to so much choice that marketing with versatile strategies only makes the difference. In
this new world of marketing, consumer ambassadors act as the key influence on the future
customers. They spread the latest news through their network. Social media websites like YouTube and
other viral marketing techniques are used to swell the marekting message prospectively to millions
of people at the click of a mouse.
© 2009 IUP. All Rights Reserved.
MEDIA
Role of Internet in Brand Marketing
-- Pallavi and Priyanka
With the rapid development of the Internet, online brand development has become very
important for the companies. The Internet offers new opportunities to build and strengthen the brand.
Despite the unique abilities of this medium, the basic principles of brand marketing remain the
sameuse every opportunity to strengthen brand identity, to build upon the intangible emotional connection
in the mind of the consumer and integrate the brand deeply into the consumer's mind.
© 2009 IUP. All Rights Reserved.
CASE STUDY
Ford's Bumpy Market Share: A Marketing Makeover?
-- CV Chiranjeevi and Saradhi Kumar Gonela
Henry Ford, with `low pricing' as the key marketing strategy ruled the automobile industry for
about two decades in the early 20th century. Ford Motors, which enjoyed a huge 50% US market
share during mid-1920s, lost to Sloanism and never regained the status it enjoyed. With
Sloanism outsmarting Fordism, marketing strategies shifted to offering differentiated products with
style, speed and `muscle' vehicles. However, can marketing alone create a market for automobiles?
© 2009 IBSCDC. All Rights Reserved.
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