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COVER STORY
Digital Signage: An Approach to Out-of-Home Advertising
-- GP Chaithanya
Senior Support Analyst Softline Software Services Pvt. Ltd., Hyderabad.
The author can be reached at g.p.chaithanya@gmail.com
Pixels vs. print is the new dawn of the emerging digital ad scenario. Digital signage ads are emerging as the gossip of today's ad market fascinating customers with effective digital displays and are creating a `wow' factor. Digital signage is gaining momentum across the world by enabling companies to present their ideas, objectives, products and services in a more attractive way with the help of the art designers.
© 2009 IUP. All Rights Reserved.
ADVERTIZING
Punchlines : Adding Spice to Advertisements
-- T Sri Jyothi
Research Associate,
IUP,
Hyderabad.
The author can be reached at srijyothit@iupindia.in
-- Kamatla Sheeba
Research Associate,
IUP,
Hyderabad.
Advertising is an amazing concept, which has almost become a part of our daily lives basically it acts as a backbone for the promotional activities of company's products. It is a form of communication which persuades the consumers in purchasing a particular brand of a product. Advertisements are basically formulated to increase the sales of a particular product or service through the creation and reinforcement of `Brand Image' and `Brand Loyalty'. Many companies spend huge amount of cash to promote their products. Nowadays, even the retail companies are trying to position their brands in order to get an edge over their rivals.
© 2009 IUP. All Rights Reserved.
ADVERTISING
Advertising : Communication at Its Best
-- Priyanka Rawal
Junior Faculty - Marketing,
INC, Bhopal.
The author can be reached at priyankarawal@gmail.com
To market any product or service, marketers need to master the art of selling. Making your product visible and communicating the right message to the target customers is the most challenging job in today's competitive world of business. Persuading potential customers to buy product/service through an effective channel is what needs to be focused on. Howsoever good your product may be if it has not been effectively brought to the notice of your target audiences, survival of your business will be at stake.
© 2009 IUP. All Rights Reserved.
ADVERTISING
Advertising : Advertising for `Indians'
-- Kaushik Mukerjee
Associate Dean,
IBS,
Pune.
The author can be reached at kaushikmukerjee@hotmail.com
Marketing managers need to ensure that their advertisements cut through the clutter and make an impact on the target segment. The manner in which advertising needs to be managed while targeting Indians has been illustrated in this article by focusing on themes like Indian values, interests, mindsets, etc. A number of examples have been used to explain the concepts presented in the article. At the end of the article, a framework for brand building has been included for ready reference.
© 2009 IUP. All Rights Reserved.
BRANDING
Brand Management in Recession Economy : A Critical Issue to be Answered
-- Prabhi
Jr. Faculty Member,
Curriculum Team,
INC,
Hyderabad.
The author can be reached at prabhig@gmail.com
Oh! Recession, recession, recession…..! It keeps on buzzing in today's market. It comes as a storm and creates a lot of tension to many businessmen. When recession hits the economy, there will be fewer new customers for businesses and the existing customers may close their wallets and control their expenses. This article throws light on the effects of a good brand for the success of the business during financial turmoil.
© 2009 IUP. All Rights Reserved.
BRANDING
Branding Strategic Necessities for Enhancing Global Brand Expression
-- Shyama Kumari
Lecturer (Marketing),
Asia-Pacific Institute of Management,
Jasola,
New Delhi.
The author can be reached at labh.shyama@gmail.com
-- Faisal Ahmed
Senior Lecturer
(Strategy and International Business)
Asia-Pacific Institute of Management, Jasola,
New Delhi. The author can be reached at faisal.academic@yahoo.co.in
The article discusses major strategic necessities for deciphering and enhancing the level of expressions which could make the `global brand' a viable solution both for the customers and for the firms. The focus of the article is not merely on the functional attributes of the global brands, but largely so on the non-functional ones. The article identifies six strategic necessities which could ultimately strengthen the equity of a global brand, thereby making it more expressive and connected with its customers.
© 2009 IUP. All Rights Reserved.
BRANDING
Employment Branding : Marketing for Human Resources
-- S Deepti
Research Scholar,
IIMT,
Hyderabad.
The author can be reached at deepti.amity@gmail.com
-- Subhadip Roy
Asst. Professor
IIMT,
Hyderabad.
The author can be reached at subhadip7@rediffmail.com
Job switching has become common and talented people are hard to be retained in the workforce. In such a scenario, it becomes important for the organizations to attract and retain talent. Thus, the concept of employment branding is gaining a lot of attention. This article discusses this concept and its benefits. It also discusses the steps involved in building an employment brand and the strategies for effectively communicating the same.
© 2009 IUP. All Rights Reserved.
PERSPECTIVE
Transformation of Mass to Micro Marketing
-- Varsha Jain
Research Fellow,
Mudra Institute of Communications Research,
Ahmedabad.
The author can be reached at varsha8075@yahoo.co.in
Marketing is not the same as it used to be earlier as customers and their needs always change. In fact, there is a huge transformation in the marketing practices. Earlier, marketing practices used to target masses for their products but now as the needs are specified for every customer it is difficult for the marketers to make products for masses. So, they have started working at the micro level to satisfy specific needs of the individual customers. This article throws light on all these aspects.
© 2009 IUP. All Rights Reserved.
PERSPECTIVE
Indian Television : Reality By(i)tes
-- Tripti Dhote
Coordinator,
IASTC,
(Western Zone),
Nagpur.
The author can be reached at triptidhote@gmail.com
Immediate viewer connect, celebrity glamor quotient, high TRPs and a smooth consistent inflow of the moolah have all made reality shows a fruitful proposition for TV channels. But with every second program inclined towards reality, there seems to be a certain risk of monotony creeping in, overdose and the proverbial fall.
© 2009 IUP. All Rights Reserved.
PERSPECTIVE
The New Definition of Marketing : What is New?
-- Harish B
Faculty - Marketing,
IBS, Kochi.
The author can be reached at harish_tvm@yahoo.com
The American Marketing Association, which is a premier body comprising marketing academicians and practitioners, released the new definition of marketing in January 2008. The new definition is significantly different from the previous definition in its scope and meaning. The current definition takes marketing from a functional level to a strategic level. This article attempts to throw light on the new definition and the meaning.
© 2009 IUP. All Rights Reserved.
CASE STUDY
The Woman of Substance : Changing Face of Women in Advertisements
-- Ishani Chakraborty
IBS Research Center,
Kolkata.
-- Kisholoy Roy
IBS Research Center,
Kolkata.
Since the 20th century the status and role of women in society have undergone a massive change. As more and more women started doing jobs, the number of economically- independent women increased gradually. This prompted advertisers to portray women as confident, bold and self-reliant. Although the portrayal of women in ads has come a long way and women have been placed almost on par with men, true equality is yet to be achieved.
© 2007 IBS Case Development Center. All Rights Reserved.
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January
'09
