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COVER
STORY
Emotional
Marketing
- - K Sangeetha
The
new marketing era demands for an emotional association
to be created between the product and the customer,
in order to win the battle and to gain competitive
advantage. Brand awareness can ensure a distinct
advantage for a product, but now it is the emotional
bonding being the prime differentiator between
companies and its brands. In precise, successful
companies are those willing to capitalize on the
linkage of emotional bondage between the product
and the consumer and ready to go that extra mile
and engage the public.
©
2006 IUP . All Rights Reserved
ADVERTISING
ETHICS
Advertising
to Kids : Is It Justified?
- - A S Sashidhar and Saikiran Adivi
There
is another set of target audience that the marketers
are engrossed in the Generation Y, and it is a
billion dollar project. They have become a strong
influencing group and even have the ability to
influence the purchase decisions in the family
from cakes to cars. Advertising to Juveniles is
now more ubiquitous and is tasting success like
never before. This is mainly because of the growing
size of the kids' market and its influence, which
was evident in 1990s, where the whole advertising
industry tumbled, with the exception of programs
for kids.
©
2006 IUP . All Rights Reserved
ADVERTISING
ETHICS
Surrogate
Advertising in India
- - Pratibha Abrol
Surrogate
advertising has been around ever since someone
decided that certain things were probably not
good in the interest of the community at large.
The government has outrightly banned the advertising
and publicity of alcohol and tobacco in any form;
so, tobacco and alcohol companies have found a
way to circumvent the ban on advertising by resorting
to surrogate advertising in order to keep their
brand alive in the minds of consumers. This article
attempts to analyze the various dimensions of
surrogate advertising.
©
2006 IUP . All Rights Reserved
ADVERTISING
ETHICS
Advertising
and Its Discontents
- - Sanjit Kumar Roy
Advertising
is one of the promotional elements which has been
utilized very effectively by the marketers to
target the customers. But, of late, advertising
has taken a lot of flak. It has been accused of
promoting materialism, manipulation and to promote
products, targeting children, and on the whole
sending the social value system of our culture
down the chute. Some of the critiques brand advertising
as an unethical practice. The need of the hour
is to reframe the tarnished image of advertising.
©
2006 IUP . All Rights Reserved
ADVERTISING
STRATEGIES
In-store
Advertisement : Current Trends in Retail Stores
- - Jasmin C Padiya
In
the modern era of retailing, consumers have a
wide range of product choice. In order to communicate
to the customers at the time of purchase, in-store
media like audio, video, displays on shopping
carts, kiosks that provide information and coupons,
Light-emitting Diode (LED) displays, and ads that
broadcast over in-house sound display system play
a crucial role. Point of Purchase (POP) advertisement
has a major influence on the purchase of low-involvement
products. This article talks about POP advertisement
science, significance, measurement of its effectiveness,
and future trends.
©
2006 IUP . All Rights Reserved
ADVERTISING
STRATEGIES
Outdoor
Advertising
- - Vineet Tandon and Vikas Khandelwal
With
the media explosion reverberating all around,
why should those of the outdoor be left behind?
With increasing competition amongst the brand
marketers to be eye-catching, media planners are
re-looking at the possibilities of Out-of-Home
media commonly referred to as OOH, which is growing
constantly and is expected to cross Rs. 2,000
cr in the next five years.
©
2006 IUP . All Rights Reserved
TEST
MARKETING
Test
Marketing with a Twist
- - Kavita Sashidharan
When
one speaks or thinks of test marketing the only
thing that comes to mind is that a new idea, product
or servicebefore being released into the worldis
introduced on a testing mode. This is the preset
notion that most people share about test marketing.
But do we need to confine our understanding to
this notion alone? Why not try to think out-of-the-box?
The present article attempts to toy with a slightly
different viewpoint. It deals with the concept
of test marketing as the testing of the usage
of a concepta concept of carrying out a consumer
survey in a small market first to test the efficacy
and feasibility of carrying out the same consumer
survey on a Pan Indian scale. This article, thus,
deals with test marketing and its usage in the
service industry.
©
2006 IUP . All Rights Reserved
NEW
PRODUCT DEVELOPMENT
Beating
Commoditization
- - GVS Sreedhar
Commoditization
or, the evaluation of a product against its competitor
mainly on the basis of price is something that
any marketer dreads. Though commoditization is
not something new, it is growing at a rapid pace,
which is becoming too hot for many marketers to
handle. This article looks at the causes behind
this and the different strategies that marketers
are employing to counter it.
©2006 IUP . All Rights Reserved
RETAIL
PRICING
Pricing
Private Labels
- - Saikiran Adivi
Price
generates revenue, whereas the other tools of
Marketing Mix incur expenditure. Price differential
of private labels is in the hands of retailers
to generate demand, get more margin, and ultimately
more profitability to the stores. Retail revenue
management optimizes price to maximize the value
sales. Retailers follow various pricing methods
to attract various segments of the market and
compete with national brands to optimize the profitability
of private labels.
©
2006 IUP . All Rights Reserved
MARKETING
STRATEGIES
Marketing
to Indian Women
- - Subhadip Roy
Of
late, it is being observed that marketers are
targeting women consumers for products that used
to be in the domain of their male counterparts
such as cars, as they are now realizing the power
of women and focusing on them. This article tries
to throw light on that issue of marketing to Indian
women and how the marketers are adapting to it.
©
2006 IUP . All Rights Reserved
INSIGHT
The
Impact of Advertisements on Childrens Buying Behavior
- - Anil Chandhok
Nowadays,
marketers are more concerned with understanding
the children's buying behavior. Children purchase
products on their own and to a large extent, influence
the purchase decisions of their parents directly
or indirectly. Hence, the marketers use advertisements
as a tool to influence children's buying behavior.
©
2006 IUP . All Rights Reserved
CASE
STUDY
Celebrity
Endorsements : Nike's Relaunch of the `Kobe' Brand
- - Himani Bansal and Sumit Kumar Chaudhuri
©
2006 IBS, Case Development
Center, Hyderabad. All Rights Reserved.
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