COVER
STORY
Branding
through Mobile Advergaming
--Ravi Shankar Bose
Here
is a way to engross, entertain, cajole and cuddle the game-loving
modern customer while "playfully" building the precious intangible
asset-the brand.
© IUP. All Rights Reserved
MEDIA
Why
is Mobile Marketing so Successful?
--Anders Hakfelt
Mobile
phones are becoming an integral part of the social fabric.
Anders Hakfelt analyzes the success saga of mobile marketing
in Europe. Can Indian marketers take a cue or two from it?
© MindMatics Ltd. (www.mindmatics.co.uk). Reprinted with permission.
How
Marketers Can Cross into Wireless Space
--Eamon Hession
The
widely deployed mobile text messaging technology offers a
fertile channel for communicating with interactivity-hungry
15-24 year olds through innovative campaigns and strategies.
Opportunities to make an impact in the SMS space will never
be better says Eamon.
© Púca Technologies Ltd. (www.puca.com). Reprinted with permission.
In-film
Advertising
--Neelika Arora
In-film
advertising is catching up in India as media spend within
a decade increased from a mere Rs.8 cr to Rs.72 cr per annum.
The article evaluates effectiveness of product placements.
© IUP. All Rights Reserved
ONLINE
BRANDING
Branding
on the Web: A Real Revolution?
--Nicholas Ind and Maria Chiara Riondino
Although
much has been written about the marketing implications and
opportunities of the "interactive revolution", with particular
emphasis on e-commerce and online advertising, the effect
that this may have on the practice and theory of brand management
has to date gone unexplored. To contribute to a better understanding,
a series of one-to-one qualitative interviews was undertaken
with companies in the UK and Italy, including traditional
companies, dot.coms and brand consultancies. In this paper,
differences in corporate attitudes to the Web are discussed
and conclusions as to the way in which branding practice and
theory are affected by the new technology are drawn. Finally,
an updated model of brand management is suggested.
© Nicholas Ind and Maria Chiara Riondino. Originally published
in the Journal of Brand Management, Vol. 9, No.1, September
8-19, 2001. Reprinted with permission.
MEDIA
PLANNING
Behavior-based
Media Planning
--Young-Bean Song
New
media planning method uses actual customer behavior to identify
the best media opportunities.
© 2004, Atlas DMT, LLC www.atlasdmt.com. All Rights Reserved.
Reprinted with permission from Atlas DMT, LLC.
BRAND
MANAGEMENT
Building
Coca-Cola: The TVC Way
--Pankaj Priya
After
several failed attempts, it appears that the Cola giant has
been able to strike the right cord with the Indian consumer.
Pankaj Priya traces the saga.
© IUP. All Rights Reserved
DESTINATION
BRANDING
Tourism
Marketing in India: Inviting the Domestic Traveler
--Anil Gupta and Anupam Ghosh
...And
you thought brand ambassadors are used only to promote products
and services. Check out this, Amitabh Bachchan was signed
in as a brand ambassador to promote the State of Uttar Pradesh
in October 2003. And then in February 2004, the State of Karnataka
followed up and signed in Rahul Dravid and singer Vasundra
Das to promote their State to international as well as domestic
tourists. Tourism marketing and advertising in India is entering
a new phase with a majority of States looking to tap international
as well as domestic tourism traffic to boost their respective
economies.
© IUP. All Rights Reserved
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