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COVER STORY
Online Advertising in India : Issues and Challenges
-- Vishwas Kumar Gupta
The advertising industry is passing through a transition phase with the emergence of the online media. The declining TV viewership and narrow results from print and outdoor advertising are forcing the marketers to adopt these media. Internet and the Web are the new platforms being used by the marketers to deliver marketing messages and attract customers. While the western world has embraced the concept of `online advertising', Indian consumers are still apprehensive about this medium. What are the different raison d'être behind the slow growth of the online advertising industry in India? This article answers this question and highlights the other issues and challenges faced by online advertisers in India.
© 2009 IUP. All Rights Reserved.
ADVERTISING
Ambient Advertising : A Perfect Blend of Creativity and Uniqueness
-- Priyanka Rawal
The cuts in the ad budgets and the declining power of the traditional media is prompting the advertisers to use innovative ideas to make their communication effective and noticeable. In this context, the next big `A' of advertising known as `Ambient Advertising' is coming into prominence. This article focuses on the growing need for ambient advertising, its concept and how it can make a mark in the consumers minds if used effectively.
© 2009 IUP. All Rights Reserved.
ADVERTISING
New Media Advertising : New Hope for Advertisers
-- CV Krishna
New Media Advertising is the future of advertising and has been giving new hope for advertisers. As compared to using the traditional media, advertising through the new media is cost-effective and has a global reach within split seconds. The present article introduces the concept of New Media Advertising and explores the importance of various new media like online, digital and mobile. It also gives insights into the current trends in New Media Advertising and finally focuses on the future outcomes in the Indian context.
© 2009 IUP. All Rights Reserved.
ADVERTISING
Surrogate Advertising
-- Vikas Shrotriya
Advertising of products or services is an indispensable marketing tool that can be used to create awareness about the products and brands. Advertising has many forms; surrogate advertising is one such form. Advertisement of a product that inherently communicates about some other product, though the latter product is invisible in the ad is called a surrogate advertisement. Both these products bear the same brand name. This article discusses at length the need for and the various aspects of surrogate advertisements.
© 2009 IUP. All Rights Reserved.
ADVERTISING
Indian Woman : An Image Distorted by Media
-- Smita Kulkarni
Advertisements reflect the gender equation of a society. While women have been the most marginalized section of the Indian society for long, the advertising trends have reiterated and reinforced the prejudices and practices that women suffer from. The ads have failed to recognize the changes in gender equations evolving over the years. The offensive representation of women in advertisements further strengthens the gender hierarchy. The article is a result of a study on portrayal of women in advertisements.
© 2009 IUP. All Rights Reserved.
ADVERTISING
Harnessing Creativity in Advertisements
-- S Saiganesh, P Asha
The prime function of an advertisement is to attract the audience, invoke their interest and finally drive them to buy a product. Creativity can play a major role in each of these stages. Creative advertising has thus become the order of the day for the marketers. It is a necessity for existence, rather than a tool to give a competitive edge. However, creativity alone cannot sell a product. It can only pave the way by attracting the audience and creating interest in the product. A good ad is thus a good product carried in a creative vehicle.
© 2009 IUP. All Rights Reserved.
ADVERTISING
Advertising and Recession Why Should They Coexist?
-- Sabu Mangalasserril
The marketing world has already begun to feel the heat of the recession. Reckless cutting of ad budgets is usually the first response of the marketers to recession. This article analyzes the repercussions of such an action in the marketplace and presents before the marketing world 10 reasons as to why advertising has to go on, or even increase during a recession. This leads one to conclude that advertising and recession are not mutually exclusive but something that can coexist.
© 2009 IUP. All Rights Reserved.
PERSPECTIVE
Fusion Marketing
-- Pradhumn Kumar
Marketing in which two or more companies share their resources for mutual benefit is called fusion marketing. Here, firms cooperate with each other for achieving a common marketing and promotional goal. Although fusion marketing is popular among small companies, big companies also use it to reduce their advertising costs and to get more benefits with less expenditure. Fusion marketing is usually used by most of the companies to increase their brand value and to target a new customer base.
© 2009 IUP. All Rights Reserved.
PERSPECTIVE
Is It Volume or Value? : Challenges of the Bottom Line Rural Market
-- CT Sam Luther
After catering to the needs of India's urban middle class, Indian corporates and MNCs began to penetrate into the rural markets. Rural markets provide the companies volumes of business, but value derived is low. Moreover, the companies have been able to concentrate mostly on the rural cities and towns and ironically till date the real rural India is still out of their reach. This article focuses on the issues related to rural India, which are making the corporates unsuccessful in creating value in this region.
© 2009 IUP. All Rights Reserved.
PERSPECTIVE
Ambush Marketing : Strategy vs. Ethics
-- KP Naachimuthu
Ambush marketing is a strategy that takes place around an event wherein a company involves in diverse activities in the event principally sponsored by another company (often a competitor). This is done to take advantage of the publicity of the event and also to puzzle the public as to who the real sponsor is. Although ambushing is proscribed (by law) in few countries, there still exists a lot of ambiguity in the same. The present article describes ambush marketing in detail and puts forth a few examples of this strategy.
© 2009 IUP. All Rights Reserved.
PERSPECTIVE
Green Retailing : An Emerging Concept in Organized Retail Sector
-- Kisholoy Roy
With the growing realization about the ill-effects of global warming, customers across the globe are urging the companies to come up with eco-friendly alternatives to manufacturing processes. In response, the retailing world has taken the onus to provide eco-friendly products to customers in order to satisfy them. The retailers have also discovered that these `green initiatives' are inturn leading them to identify cost-effective ways of doing their businesses. The article elaborates on the green retailing process and cites exampls of retailers going `green'.
© 2009 IUP. All Rights Reserved.
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