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COVER STORY
Animations in Advertising
-- P Uma Maheswari
The use of animations in advertising is not a new trend, developments in technology have
however made animations a more flexible and artistic tool to attract the customers and sell the products. As
the advertising world is becoming more challenging, animated characters are increasingly being used
as the face of the brands. Animations have certain unique attributes that prompts the advertisers to
tap into the capabilities of this dynamic medium. Besides establishing the company as a tech-savvy
one, use of animations helps to portray visuals that cannot be photographed thereby helping to
grab customer attention. This article analyzes the animation industry, its origin and its relevance to
the Indian context.
© 2009 IUP. All Rights Reserved.
ADVERTISING
Using Navras in Advertising
-- Vikas Shrotriya
Advertising is a strong medium of communication with the prospective buyers. Advertisements are
of no use if they fail to make any dent in the minds of the viewers. In order to win the battle of
perception in the minds of the prospective buyers, marketers try to make the ads as attractive and memorable
as possible. Using the navrasas is the current trend being followed by the marketers. This article
explores some ads that use the navrasas to attract the customers.
© 2009 IUP. All Rights Reserved.
ADVERTISING
Below the Line Advertising : Delivering Brand Experience
with Customer-centric Communication
-- Priyanka Rawal
It is recession time and within the marketing industry the ad budgets are being slashed,
marketers are being held accountable for every rupee spent and all eyes are on the Return on Investment.
Hence, it is time for the marketers to focus on measurable and result-oriented promotional techniques
that are efficient and cost-effective. This article throws light on one such non-conventional mode
of advertising that is highly targeted with more customer involvement.
© 2009 IUP. All Rights Reserved.
ADVERTISING
Measuring Ad Effectiveness
-- Shilpa SK
Advertising effectiveness surveys are imperative to the modern marketplace for measuring
and ensuring a company's Return on Investment in terms of the amount spent for the ads. Marketers
are investing heavily in technology to analyze the effectiveness of their promotional activities.
Many research companies have come up with innovative ways to measure the impact of the ads on
the consumers. This article discusses some of the tools being used by the marketers.
© 2009 IUP. All Rights Reserved.
MEDIA
Mobile Advertising : The Buzzing Medium
-- Usha PM and Latha D Prabhu
Advertising has been traditionally defined as a non-personal form of transferring information to
the customers. But there has been a radical change in this thought with advertising becoming
more personalized and customized. Mobile advertising is one of the trends emerging out of this new idea
of marketing. This article focuses on mobile advertising and the advantages that it offers to
the companies and the consumers.
© 2009 IUP. All Rights Reserved.
MEDIA
Media Innovations to Reach Consumers
-- Tripurari Pandey
Since the continuous metamorphosis of technology is radically changing the media landscape, reaching
or connecting to the consumers has become the topmost priority of the companies. Marketers have
also realized that connecting with the consumers is a continuous journey where a consumer may stop at
different touch points. This 360-degree communication requires the marketers to use both the traditional and
new media. This article analyzes the use of these innovative media to reach the customers.
© 2009 IUP. All Rights Reserved.
BRANDING
Designing Logos to Create Corporate Brand Identity
-- Kirit Jasani and Jayesh M Mistry
Today's marketers are doing their best to design logos as a means to create a corporate
brand identity. However, in the process, many of the logos which are designed are complex and fail to
create any impression in the consumer's mind about the unique attributes of the product. Companies
which are in the process of designing a brand identity must understand that the strategy in
consideration should be to develop logos that are unique, recognizable, facilitate better recall and above
all `simple'.
© 2009 IUP. All Rights Reserved.
PERSPECTIVE
Marketing Promos
Targeting Children
-- G Vani, M Ganesh Babu, N Panchanatham
Marketers are increasingly targeting the young children because of the influence that these
kids have on their parents' buying decisions. Advertisers are influencing the kids through
various educational programs, games and certain other promotional events. The promos aim at
increasing the brand visibility and developing an emotional connect with the kids. This article discusses the
promotional strategies being adopted by the marketers to reach the kids.
© 2009 IUP. All Rights Reserved.
PERSPECTIVE
Teasing the Teasers
-- Harish B
Teaser ads are used by the marketers to create an initial buzz about a brand by not revealing
the identity of the brand during the campaign. These ads give cues and puzzles about the brand and
thus hope to create an excitement and a sense of intrigue in the target market. This article examines
the nature of teaser ads and the factors that are necessary for the successful execution of these types
of ads.
© 2009 IUP. All Rights Reserved.
PERSPECTIVE
Dynamics in Integrated Marketing Communication
-- T Latha Chakravarthi and T Kalyana Chakravarthi
Today's challenging business world revolves around Integrated Marketing Communication (IMC) that
blends communicative messages across all available media channels into a continuous
brand experience. Hence, marketing has moved from being just a specific ad campaign or a press release.
It is now more about blending and executing such disciplines to convey a message synergistically
at every possible customer touch.
© 2009 IUP. All Rights Reserved.
PERSPECTIVE
Sports Sponsorship : An Effective Way of Reaching
the Target Customers
-- Daxay Soni
The increased clutter of media and proliferation of brands in the
21st century has prompted the marketers to identify innovative ways to increase brand awareness and brand loyalty. Promoting
sports events is one such tool that provides a platform for designing an integrated marketing
communication program for a brand. This article talks about the growing trend of sports sponsorship and the
branding benefits of promoting a sports event.
© 2009 IUP. All Rights Reserved
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