| COVER
STORY Anivertising
: Creating Positive Brand Image
- - Devi Prasad Mahapatra Animation
is not a new technique. Before 1910, this concept consisted of drawings photographed
for every microscopic change occurring in the subject. It was a tedious task to
prepare the pictures of every changing action of the subject. At least thousands
of drawings were required for just a one-minute film. Today, we are living in
the era of animation, where every action and reaction are predefined and the only
thing to be done is to give a final touch before it is produced before the audience.
© 2006 IUP . All Rights Reserved
AD
ETHICS Advertising
to Tweens
- - T Devasenathipathi and T Paulraj
This
article analyzes tweens as target consumers and why marketing to this small, yet
not so small, brand conscious segment has become so important.These days, advertisers
are increasingly using kids in their commercials ranging from detergent powders
to cars which children hardly need. We may wonder why the trend of using children
in the ads is gaining currency, unless we are aware of the terms like tweens and
their pester power which marketers term it as tween power.
© 2006 IUP . All Rights Reserved
AD
ETHICS Portrayal
of Women in Indian Advertisements : A Betrayal of their True Portrait
- - K Rajakumari
Indian
advertisements either treat women as an object to lure "male" consumers, or show
her as a dependent and domestic servant. Women have long grown out of this profile,
and our advertisements need to catch up faster.A husband comes home very angry.
He fails to get a promotion in his office, as he went in with a dirty collar line.
His wife is upset. She then finds the right detergent to wash his clothes and
her man gets his promotion. A father is worried about getting his daughter marriedshe
is dark complexioned. The mother assures him that she will be approved by the
prospective alliance coming to see her next week. A fairness cream improves and
brightens her features within a week's time and the girl is happily married.
© 2006 IUP . All Rights Reserved
BRAND
MANAGEMENT Emergent
Branding
- - Suresh Sood
Branding
in today's environment can be considered a macroscopic property that emerges from
the bottom-up customer conversations taking place face-to-face, over mobile phones
or on blogs. These conversations are complemented with the help of video and images
using Flickr, YouTube and MySpace. Simple moves by consumers in Web environments
complemented by small expenditures in advertising can result in new brands emerging
overnight. This contrasts markedly with the linear approach to advertising that
requires large amounts of money to blanket the media to meet target audience ratings.
What separates the brands most likely to emerge overnight from others are the
stories that consumers tell each other about brands rather than listening to contrived
yet highly creative advertising stories.
© 2006 IUP . All Rights Reserved
TRENDS
AND INITIATIVES Signages
- - Himanshu Dutt
Signages
are age-old communication media and with modern technological developments have
got much wider applicability as a promotion tool. The innumerable avatars of signages
are getting better, both in visibility and form of expression, helping in brand
association through recalling and quick decision-making to customers. They have
become the new face of corporate communication that not only provides effective
information and direction to clients but can also be spotted anywhereon the streets,
malls and cornershops; in various forms of neon signs, hoardings, wall posters,
giant screens, etc., and in vibrant colors and shapeswhile they carry the business
conveniently for the producers.
© 2006 IUP . All Rights Reserved
TRENDS
AND INITIATIVES Promotion
of Professional Education in India : Recent Trends
- - Anil Chandhok
The
education industry in India has become very attractive over the years. People
are looking at it as a good area of investment. Hence, many schools, private institutes
and universities are coming up to run various professional courses. The competition
has increased manifold because of the increase in the number of players. The education
industry is a buyer's market and consequently the prospective students/learners
have a wide choice regarding institutes or programs. In this arena, where all
the universities and institutes claim to offer the same programs, it is extremely
difficult for the students to decide the best ones.
© 2006 IUP . All Rights Reserved
RETAILING
A
Picture of US Retail in the Eyes of an Indian
- - Subhadip Roy
This
article is more of a commentary to give the readers a feel of the retail structure
in the US. The author gives an account of the retail scenario, which can come
in handy for the academician as well as the practitioner. The differences, which
are more than similarities, bring out the essence of the article. This article
is based entirely on the experience and observations of the author and so can
act as a good supplement to the published information on this topic.
© 2006 IUP . All Rights Reserved
CELEBRITY
ENDORSEMENT Role
of Celebrities in Boosting Sales : A Critical Analysis
- - A M Sakkthivel
The
influence of celebrities or icons on society cannot be denied and many companies
have identified and banked on it on society, which makes a business sense. The
role of celebrities and icons in marketing ranges from endorsers to brand ambassadors.
The media companies prefer them to professional models for their reach and coverage
among the society or target audience. This article mainly focuses on the role
of celebrity in boosting sales, i.e. direct impact on soaring sales figures and
the shelf life of the celebrities before they run out of steam/market. It also
intends to throw light and debates on the potential of celebrities as brand ambassadors/indirect
salesmen influence on an appropriate product/service category or a segment of
consumers.
© 2006 IUP . All Rights Reserved
COMPARATIVE
ADVERTISING Gaining
Comparative (Dis)Advantage through Advertising
- - M S Balaji
This article focuses on the various forms of comparative advertisements and
discusses their misuse in India, the laws framed against the use of misleading
and derogating comparative advertisements and the newer forms of comparative advertisements.The
liberalization and globalization of the Indian economy has resulted in the entry
of numerous products and services into the Indian market. This has resulted in
many Indian firms aggressively promoting their products and services. Advertising
has turned into a battlefield for companies to create distinctive and appealing
ways to communicate to customers and also to positively influence their purchasing
decisions.
© 2006 IUP . All Rights Reserved
MARKETING
STRATEGIES Advertising
Spectrum : A Beacon to Modern Markets
- - Vishnumurty Narra
The
ultimate aim of marketing is to generate product demand through adoption of better
marketing strategies. In order to strengthen marketing strategies, there should
be a sound advertising strategy. This article analyzes those facets which are
essential in harnessing sound advertising strategies such as concrete advertising
methods and techniques, role of message credibility and transparency, control
of new product markets, interests and new advertising strategies, role of reference
groups, contagion phenomenon in advertising, brand positioning, etc.
© 2006 IUP . All Rights Reserved
MARKETING
STRATEGIES Ads
on Wheels : The Right Track
- - Suma Buggineni
The
Indian Railways is breaking the PSU mindset by devising ways to sell ad space.
It is making a great effort and has already achieved a remarkable success in a
short span of time towards gaining self-sufficiency. This article discusses the
trends of advertising on public transit with special reference to the Indian Railways.
© 2006 IUP . All Rights Reserved
CASE
STUDY Harry
Potter : Global Marketing Strategies
- - Roopa and Sumit Kumar Chaudhuri
© 2006 IBS Case Development Center, Hyderabad. All Rights
Reserved. | 
