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.
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.
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.
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.
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.
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.
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.
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.
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