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Marketing

Advertising Express

March' 04
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Indian Political Advertising: A New Era

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Yet Another Screen

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Cradle the Kid

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The Importance of Corporate Communication

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COVER STORY

Indian Political Advertising: A New Era

-- Anil Gupta

Come April, and over 1,500 individuals from over 38 recognized national and state political parties, over 1,100 individuals from non-recognized registered political parties and over 12,000 independent candidates shall be contesting in the Lok Sabha Elections. Their target market-over 650 million eligible voters. And their target-at individual level winning, a seat in Lok Sabha, and at party level, winning with majority, thereby coming to power for the next five years. Can this target be achieved without a planned marketing process? Political advertising is one of the critical aspects of this marketing process that can determine the fate of parties and individuals.

Article Price : Rs.50

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MEDIA

Yet Another Screen

-- Kanugovi Sreenath

Customer's "attention" is the paramount factor for all advertisers. They try to reach him at the right place, the right time and with the right message only to capture his attention. If they fail, nothing can be achieved; they can neither alter his behavior nor persuade him to buy products. Several screens (outdoor, television, film, computer, mobile) in the market try to attract customer attention. This article explores how "yet another screen" is vying to accomplish it.

Article Price : Rs.50

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AD ETHICS

Cradle the Kid

-- Roli Sehgal

Targeting tiny tots is by no means a trivia. They are moody, fickle-minded, discerning and variety seeking. If they approve of the offer today, it does not mean that they are going to buy it again tomorrow. How to cuddle the tough nut? The article traces several issues ranging from empathy to ethics.

Article Price : Rs.50

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CORPORATE COMMUNICATIONS

The Importance of Corporate Communication

-- Hansa Iyengar and Saradhi Kumar G

In today's business environment change and crisis are like dawn and dusk. How do you manage your communications targeted at all stakeholders in turbulent times? The article gives more insight on effective communication.

Article Price : Rs.50

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CONSUMER BEHAVIOUR

The Fear of Missing Out

-- Dan Herman

Pressed with time constraints, today's modern consumer wants everything. Otherwise, there is a sense of deprivation-the Fear of Missing Out. How is this phenomenon relevant to advertising? This article explores.

CASE STUDY

Absolut Vodka - Creating Advertising History

-- V Sarvani

Absolut advertising is celebrated not just for its longevity but also for its ingenuity. Readers tear out the advertisements and hang them on their walls. Librarians have to guard their magazines from being de-absoluted. College students actually collect and trade ads. A SoHo antique shop hawks copies of Absolut Wonderland, while a Madison Avenue news stand carefully razors the Absolut pages from its stock and sells them for a few dollars apiece. - An article "A Visual Analysis of the Absolut Vodka Advertising Campaign," written by a student at www.southwestern.edu, 2002.

Global Executive Summaries

GPS Technology to Measure Outdoors
Television Commercials on Online

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Automated Teller Machines (ATMs): The Changing Face of Banking in India

Bank Management

Information and communication technology has changed the way in which banks provide services to its customers. These days the customers are able to perform their routine banking transactions without even entering the bank premises. ATM is one such development in recent years, which provides remote banking services all over the world, including India. This paper analyzes the development of this self-service banking in India based on the secondary data.

The Information and Communication Technology (ICT) is playing a very important role in the progress and advancement in almost all walks of life. The deregulated environment has provided an opportunity to restructure the means and methods of delivery of services in many areas, including the banking sector. The ICT has been a focused issue in the past two decades in Indian banking. In fact, ICTs are enabling the banks to change the way in which they are functioning. Improved customer service has become very important for the very survival and growth of banking sector in the reforms era. The technological advancements, deregulations, and intense competition due to the entry of private sector and foreign banks have altered the face of banking from one of mere intermediation to one of provider of quick, efficient and customer-friendly services. With the introduction and adoption of ICT in the banking sector, the customers are fast moving away from the traditional branch banking system to the convenient and comfort of virtual banking. The most important virtual banking services are phone banking, mobile banking, Internet banking and ATM banking. These electronic channels have enhanced the delivery of banking services accurately and efficiently to the customers. The ATMs are an important part of a bank’s alternative channel to reach the customers, to showcase products and services and to create brand awareness. This is reflected in the increase in the number of ATMs all over the world. ATM is one of the most widely used remote banking services all over the world, including India. This paper analyzes the growth of ATMs of different bank groups in India.

International Scenario

If ATMs are largely available over geographically dispersed areas, the benefit from using an ATM will increase as customers will be able to access their bank accounts from any geographic location. This would imply that the value of an ATM network increases with the number of available ATM locations, and the value of a bank network to a customer will be determined in part by the final network size of the banking system. The statistical information on the growth of branches and ATM network in select countries.

Indian Scenario

The financial services industry in India has witnessed a phenomenal growth, diversification and specialization since the initiation of financial sector reforms in 1991. Greater customer orientation is the only way to retain customer loyalty and withstand competition in the liberalized world. In a market-driven strategy of development, customer preference is of paramount importance in any economy. Gone are the days when customers used to come to the doorsteps of banks. Now the banks are required to chase the customers; only those banks which are customercentric and extremely focused on the needs of their clients can succeed in their business today.

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