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INDUSTRY
WATCH
US
Advertising Outlook in 2005 and Beyond
- - Steve Fredericks
The
US advertising marketplace is in the midst of a digital revolution
that is transforming and reshaping the industry. Three key
drivers shaping this transition areincreased media fragmentation,
increased competition for attention, and emerging consumer
expectations. These will have a profound effect on the advertising
industry in the years ahead, and as such, we must also question
and challenge our business practices and methodologies today.
© 2005 IUP. All Rights Reserved
BRAND
MANAGEMENT
Making
Ad Magic in 2005
- - Arvind Sharma
It
is customary for end-of-the-year articles, like this one,
to look back at the year gone by. But then, advertising has
always been about deviating from the norm, and so, I'm going
to train my sight further back in time to cover the transformation
in the Indian advertising business and what we might expect
in the coming years.
© 2005 Arvind Sharma. All Rights Reserved.
ADVERTISING
STRATEGY
Advertising
Strategy: Advertising Redefined?
- - Micael Dahlén,Sara Rosengren
Traditional
brands are losing value. The market place is filled with brands
in demise, brands that consumers know and like, but do not
buy. At the same time, a new type of "cult brands" is emerging,
brands that are racing up the global brand value ranking.
Facing this new kind of competition, even traditional giants,
such as Unilever and Procter & Gamble, are changing their
advertising strategies. Based on the new brand competition
and communication channel dispersion, we investigate why and
how advertising needs to be redefined: Forget awareness and
liking, it is all about interest and activity!
© 2005 IUP. All Rights Reserved
CREATIVE
COMMUNICATIONS
Last
Rites of First Principles
- - G S Shridar
Even
as hundreds of crores of rupees are being spent on media advertisements,
the ads themselves often fail to live up to benchmark standards
of originality and impact. Content with minor tinkering within
category frameworks, both marketers and ad agencies are shunning
risk and celebrating mediocrity. Who or what is to be blamed?
Is business paranoia a legitimate excuse? How can we create
campaigns that sell better and hopefully, become admired case
studies?
© 2005 IUP. All Rights Reserved
MEDIA
PLANNING
Media
Planning in an Increasingly Sentient and Complicated World
- - Joan Marques
Although
some things remain the same in our ever-changing world, there
are still a number of important changes to be detected in
every area, and not in the least with regard to media planning.
There may be some basic elements in the media plan that will
remain in place for a while longer, but today's, and definitely
tomorrow's media planner is facing a big challenge when it
comes to constructing not just a feasible, but an outstanding
plan to satisfy the ever increasing demands of advertisers.
This is the era where experience only provides a limited and
vaguely reliable source to build upon. The ability to maintain
a novel mindset, creativity, awareness, and a high-level of
adaptability, combined with the aptitude to distinguish all
the different components to be measured in their own diversified
rank of importance, as well as the appropriate estimate of
consumers' elevating levels of education and awareness, are
the drivers for future successful media planning. This paper
provides ten evolution points that need to be considered in
future media planning.
© 2005 IUP. All Rights Reserved
MEDIA
Local
Search: The Defining Media of the Future
- - Kanugovi Sreenath, Tathagata Dasgupta
Internet
as a medium of advertising has found its new saviorlocal search.
This helps global corporations to geo-target customers, and
encourages local Small to Medium Enterprises (SMEs) to join
the bandwagon of online advertisers. Further, it revives and
extends e-commerce opportunities to the "last mile". Read
on to know more about the defining media of the future.
© 2005 IUP. All Rights Reserved
AD
ETHICS
Spam:
The Bane of Internet Advertising
- - Colonel RS Prasad
Internet
advertising is being talked about as the advertising medium
for 2005 and beyond. But the major stumbling block in the
growth of Internet advertising is spam. This article examines
spam, its categories, facilitators, uses, its effects and
control measures.
© 2005 IUP. All Rights Reserved
BRAND
MANAGEMENT
Breaking
into the Indian Market: A Boardroom Perspective
- - Martin Roll
The
Indian market has become a hotspot for many Western brands.
This article attempts to shed some light on boardroom issues
that are to be considered while introducing brands in the
Indian market and also highlights the nexus between consulting
firms and ad agencies.
© 2005 Martin Roll. All Rights Reserved.
Expert
Views
Increasing
Need to Understand the Changing Consumer --Prasoon
Joshi
Last
decade plus a few years have been significant for the Indian
market and consumer. Globalization, growth, multiple choices,
increasing purchasing power and unprecedented access to information
have all burst on to the scene in rapid succession.
©
2005 IUP. All Rights Reserved.
The
`F' Factor
--Rajat
Sethi
During
the recent Indo-Pak Cricket Series a large part of India was
glued to the telly. But when you're sitting in front of the
tube, watching Cricket for extended hours, one cannot help
but watch the TV commercials, which get repeated with unfailing
and irritable regularity.
©
2004 Rajat Sethi (www.agencyfaqs.com). Reprinted with permission.
A
Note on "Brand" and its Likely Meaning
in the Year 2005 and Beyond
-- Dr.
Neal M Burns
From
services, packaged goods, and cutting edge technologies to
social and environmental issues, including the local and global
perception of national actions, today's brand meanings are
changing rapidly in some respects and remain amazingly immutable
in others. While contributing to this special issue, the author
elected to discuss the importance of the concept of "Brand",
as we look at the years ahead.
©
2005 IUP. All Rights Reserved.
This
Sponsor Brought to You by Our Message -- Agnello
Dias
On
laptops and boardrooms across the world, the buzz is about
the future of all mass communication boiling down to three
screens: The television screen, the computer screen and the
cellular phone screen.
©
2005 IUP. All Rights Reserved.
Product
Constellations Focus on the (Marketing) Forest, Not the Trees!
--Michael
R Solomon
©
2003 Michael R Solomon. Reprinted with permission
from Conquering Consumerspace: Marketing Strategies for a
Branded World. Published by AMACOM Books, New York, (http://www.amacombooks.org).
Back
to the Future in Advertising
-- V Rajesh
The
fundamentals of advertising have not changed significantly
since its beginning in the form of town criers. However, the
industry has evolved much from a single person taking the
drum around the town with a message to the masses. One of
the most obvious changes which can be seen has been the specialization
of the various functions and even sub-functions, given the
complexity of media today. Creativity is no longer broad-based;
there are niche operators specializing in specific mediums
like the Web. Similar is the case with media management. Today,
it is considered to be outside the purview of the conventional
agency, especially when leading FMCG spenders have their own
media experts in house to keep an eye on the spends.
©
2005 IUP. All Rights Reserved.
Advertising
Looking Beyond Growth --Pranesh
Misra
Life's
good! the LG corporate line proclaims. This line seems to
resonate today, as far as the economy and the advertising
industry is concerned.
©
2005 IUP. All Rights Reserved.
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