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Advertising Express


November '10
Regular Features
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  • Case Study
  • Bookshelf
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The Anthropomorphy of Destination Brands : Building the Emotional Link with Consumers through Film and Social Media
50
Emotion as a Tool for Insurance Advertising
50
Impact of Television Advertisements on Children
50
Demystifying the Myth Behind Neuromarketing
50
Seven Steps to Success in Indian Retail
50
Developing a New Product
50
Customer Complaints : How to Turn Them into Assets?
50
Tata Tea's Jaago Re! Campaign : The Social-Cause Marketing Initiatives and Long-term Branding Initiatives
50
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COVER STORY

The Anthropomorphy of Destination Brands : Building the Emotional Link with Consumers through Film and Social Media

-- Suresh Sood and Umesh Prasad

Travel and retail brands have a common frame of reference the destination. Films made available in social media represent a means of creating an emotional link between online adults, teenagers and students with destination brands. The films are not restricted to contemporary movies but include the nostalgic Casablanca and Razor's Edge. Activities in the destinations of retail and travel are changing to accommodate experiences.

© 2010 IUP. All Rights Reserved.

Article Price : Rs.50

ADVERTISING

Emotion as a Tool for Insurance Advertising

-- Trupti Dandekar Humnekar

More and more companies in the insurance sector are leveraging on emotion marketing to try and build a bond with customers. Since insurance is usually associated with unhappy circumstances, it is important that life insurance advertising is approached with a degree of sensitivity. Many brands have recognized this and are creating ads that address the fears and worries of the customers by striking an emotional chord in their ads.

© 2010 IUP. All Rights Reserved.

Article Price : Rs.50

ADVERTISING

Impact of Television Advertisements on Children

-- R Suresh Babu

Television has emerged as one of the strongest medium of advertising due to its mass reach. And marketers are today spending billions on ads targeting children. The ads on TV are even playing a role in influencing the kids' attitude, lifestyle and behavior. This article discusses the impact of television advertising on chindren.

© 2010 IUP. All Rights Reserved.

Article Price : Rs.50

PERSPECTIVE

Demystifying the Myth Behind Neuromarketing

-- Vikram Kapoor

This article is about a novel confluence of neuroscience and marketing called neuromarketing. This article tries to answer many bewildering questions about this topic by presenting before the readers an interview with an expert neurologist.

© 2010 IUP. All Rights Reserved.

Article Price : Rs.50

PERSPECTIVE

Seven Steps to Success in Indian Retail

-- Priyank Azad

In recent years, the competition in the Indian retail industry has intensified to a great extent. Troubled by the slowdown, Indian retailers are initiating all possible strategies to recover and prosper. Becoming profitable in business, by and large, depends on how effectively retailers can serve customers and satisfy their needs. The article aims at highlighting strategies that can assist the retailers in improving their internal efficiencies, thereby satisfying the customers.

© 2010 IUP. All Rights Reserved.

Article Price : Rs.50

PERSPECTIVE

Developing a New Product

-- Ashish Kumar Pandey

In today's dynamic market environment, staying ahead of the competition requires companies to develop new products. This is however a risky and costly venture and one of the critical steps for the successful development and introduction of new products is market research. Market research involves the systematic gathering, recording and analyzing of data about customers, competitors and the market.

© 2010 IUP. All Rights Reserved.

Article Price : Rs.50

PERSPECTIVE

Customer Complaints : How to Turn Them into Assets?

-- Meenal Dhotre and Namita Shrivastava

While customer complaints can be a real challenge for a company, they also provide an opportunity to the company to turn negative situations to positive ones. By effectively dealing with the customer complaints, a company can not only appease a dissatisfied customer but can also build loyalty.

© 2010 IUP. All Rights Reserved.

Article Price : Rs.50

CASE STUDY

Tata Tea's Jaago Re! Campaign : The Social-Cause Marketing Initiatives and Long-term Branding Initiatives

-- R Naga Sandhya and P Girija

This case study primarily deals with Tata Tea's Social-Cause Marketing (SCM) initiative, Jaago Re! (Wake Up) campaign and can be used for debating and discussing on, at what stage of the brand life cycle, companies can take up SCM programs. The case study deals with issues like: What has been the impact of this campaign on the brand's image, customer loyalty, sales, etc.? Can this campaign help Tata Tea brand maintain its market leadership in the long run?

© 2010 IUP. All Rights Reserved.

Article Price : Rs.50
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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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