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COVER STORY
Japanese Cartoons
Rocking Kids' Channels
-- Ruchi Jaggi
From a couple of hours of entertainment on the weekends to 24-hour channels exclusively for
the kids, there has definitely been a big surge in children's entertainment through television over
the years. Despite this growth, it remains that most of these channels are surviving on
Japanese cartoon shows dubbed into Hindi and other local languages. There is definitely a clear dearth
of indigenous productions in these channels. Most of the Indian productions have been limited
to animations of our mythological characters. With tremendous IT expertise, India has the potential
of bringing about its own culture of animation series, just as Japan has been doing so successfully.
This article conducts a descriptive study of the current content on Indian kids' channels and questions
the scarcity of popular indigenous programming.
© 2009 IUP. All Rights Reserved.
STRATEGY
Reinventing Film Promotion
-- Kulveen Trehan
The article examines the contemporary trends and marketing communication techniques
being adopted by the Hindi film industry of late. Through a comparative study, the article attempts
to understand the nature and the makeup of the promotional mix (comprising of the new and the
old mass media) in the films being released nowadays. It has been observed that the concept of
360 degree branding has gained ground in film promotion over the past few years.
© 2009 IUP. All Rights Reserved.
STRATEGY
Political Campaigning Through Different Media
-- B Venkata Deepika
Political advertising is not something new. Unlike commercial advertising, political advertising
has moral implications as the results have far-reaching effects on the people. This article deals with
the trend of using new media and technology for political campaigning.
© 2009 IUP. All Rights Reserved.
STRATEGY
Social Networking Sites: Boon or Bane
-- Sri Poorna Kamakshi N
The activities that revolve around Social Networking Sites (SNS) have become very loud and clear
to the public, professionals and the layman alike. For a casual user, SNS might be only a place
to `hang around' just for the fun of it. But for a business entity, such sites provide an ultimate
platform to reach their target segments across the world more cost-efficiently. While there are both pros
and cons with SNS, no marketer can disregard the power of this medium.
© 2009 IUP. All Rights Reserved.
STRATEGY
Building Brand Tribes
-- Harish B
Brand communities refer to group of consumers coming together to share their love for a brand.
This is the ultimate representation of the involvement of consumers with the brands. However, it is
not easy for marketers to build and sustain brand communities. The article focuses on the importance
of brand communities and offers guidelines to build and sustain successful brand communities.
© 2009 IUP. All Rights Reserved.
ADVERTISING
Driving Impulse Purchases
with Pop Advertising
-- Priyanka Rawal
Retail stores, today, are cluttered with competing brands trying to grab the customers' attention.
An impulse purchase could push a brand into the shopping carts of customers provided the
brand's presence is visible and felt. The article focuses on an advertising strategy
that works at those
times when a customer has not yet taken a decision about what to buy.
© 2009 IUP. All Rights Reserved.
ADVERTISING
Advertising of Services: What's Different
-- Vikas Shrotriya
The services sector has gained prominence during recent years and is contributing to more
than 60% to the GDP currently. With this phenomenal growth, service providers are facing
stiff competition and are resorting to various methods for promoting and advertising their
services. Advertising of goods is comparatively simple due to their tangibility feature. This article
discusses some of the aspects which distinguish advertising of services from that of products.
© 2009 IUP. All Rights Reserved.
ADVERTISING
Ethics in Advertising: Gimmick or Reality
-- Dilpi Roy
In today's fiercely competitive market, advertisers resort to numerous ways, not all fair and
ethical, to survive. While the basic aim of advertising is to create awareness about a product to
prospective consumers, advertisers sometimes resort to unethical means, make exaggerated claims and
mislead the gullible public. This article emphasizes that marketers have an obligation to observe
common and uniformly acceptable ethical norms while advertising their products and services.
© 2009 IUP. All Rights Reserved.
MEDIA
Product Placement: Moolah of Branded Entertainment
-- Poonam Chawla and Riya Sharma
Product placement, or embedded marketing, is a type of advertisement, where brands are placed
in a background such as movies or television soap operas. The products and services are not
openly advertised and promotion is done in a subtle manner. With this new strategic tool in their
hands, marketers are aiming to reach their customers anywhere and everywhere. This article attempts
to study the conceptual framework of product placement as a strategy
and the related
ethical dilemmas.
© 2009 IUP. All Rights Reserved.
CASE STUDY
Lifebuoy in India: Product Life Cycle Strategies
-- Dr. Nagendra V Chowdary and CV Chiranjeevi
Since its inception in the late 19th century, Lifebuoy, has been reaching millions of customers with
a promise of `health and hygiene' as a platform of its business. The brand passed through
prolonged stages of growth and maturity during the
20th century and faced a decline during early
21st century. This prompted HLL to withdraw the product during 2002 and rejuvenate the brand with
prudent marketing strategies by optimally utilizing the brand image. This case study analyzes how
HUL managed to extend the brand's life cycle.
© 2009 IBSCDC. All Rights Reserved.
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