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COVER STORY
Celebrity Endorsement: An Unsolved Riddle
-- Manish Kumar Srivastava
Marketers are treating celebrity endorsement as a solution for all marketing problems. Today, it
is being frequently used for all brand building exercises. The star appeal however needs to
be intelligently and strategically mingled to reap the benefits and make brands. It serves as an aid
to accelerate brand recall and influence purchase decision. But it can also prove to be
dangerous unless accompanied by a powerful idea, effective and faultless positioning.
© 2010 IUP. All Rights Reserved.
ADVERTISING
Social Advertising: Rejuvenating in India
-- Minakshi Chauhan Asopa
The advertising world is today witnessing a sudden increase in advertisements with social
messages. Social advertising is about applying marketing and advertising principles to promote various
social issues, such as healthcare, wildlife protection, environment protection, etc. Traditionally, only
the government and non-profitable organizations have been involved in promoting these issues.
The scenario has, however, changed with many commercial organizations also initiating campaigns
for social causes.
© 2010 IUP. All Rights Reserved.
ADVERTISING
Advertisements and Women
-- Vikas Shrotriya
The societal role of women has undergone a phenomenal change during recent years.
Marketers are also tuning their strategies according to these changes in the society. They, not only
have identified the unique needs of this immensely potential segment but also have targeted
their advertisements accordingly. This article discusses some aspects of portrayal of women
in advertisements.
© 2010 IUP. All Rights Reserved.
STRATEGY
Rural Marketing in India: Opportunities and Challenges
-- Arvind Kumar Mishra and Pallavi
The Indian rural market is full of opportunities and has seen impressive growth in recent years.
A boom is being witnessed in the rural markets and a large untapped market exists there.
Companies across different sectors are foraying into the burgeoning rural markets to fuel their growth
engine. Companies have to ascertain the needs of those consumers and explore the potential of
rural markets with appropriate marketing strategies.
© 2010 IUP. All Rights Reserved.
STRATEGY
Political Advertising During
2009 General Elections
-- Akansha Aggarwal
From the days when only posters and banners were used, political advertising witnessed a
vast change in the 2009 Parliamentary elections when there was an extensive usage of new media
and technologies like Internet, private FM, SMS, OOH, digital, social networking sites, etc., by the
parties to woo the voters. Political parties used new branding and positioning strategies to attract the
youth and urban voters and spent a whopping Rs. 800 cr for the purpose of campaigning.
© 2010 IUP. All Rights Reserved.
CASE STUDY
Positioning a Multi-Brand Portfolio: The Example of L'Oréal in the Indian Context
-- R Harish and Sharmistha Biswas
The French cosmetics giant, L'Oréal, has more than 20 major brands under its fold, many of
which have overlapping product ranges. In India too, L'Oréal offers around a dozen of its brands.
While having competing brands in the same category, L'Oréal positions them distinctly so that
together, they reach a wide range of target customers having diverse needs and expectations. In
addition, L'Oréal moderates the positioning of its brands to suit local socioeconomic and cultural contexts
in specific countries.
© 2010 IUP. All Rights Reserved.
CASE STUDY
Building and Sustaining a Brand: Lessons from Titan
-- Sathyanarayanan RS
From a small beginning in the 1980s, Titan has come a long way and is today the
unquestioned leader in the Indian Watch Industry. Titan has changed the rules of the game in this
industry with its reasonably priced attractive models, elegant showrooms and imaginative
advertising. All these have helped create one of India's most well-known and preferred brands. This
article gives an outline of Titan's brand building strategies over the years.
© 2010 IUP. All Rights Reserved.
RESEARCH ANALYSIS
Content Analysis of Lifebuoy Soap Television Advertisements in the
Post Liberalization Era
-- Falguni Vasavada-Oza
The article focuses on analyzing the commercials of Lifebuoy brand over a period of last 10 years
in the context of changes in the marketing environment post liberalization. The researcher has
used narrative analysis and the case study method to conduct a qualitative content analysis of
television commercials of `Lifebuoy'. The article also has an interview with a senior management
employee from the advertising agency which worked on the brand.
© 2010 Falguni Vasavada-Oza. All Rights Reserved.
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