| COVER
STORY Semantics
in Advertising
- - M Subhodaya The
creation of the universe, logically speaking, is just the creation of symbols.
Every creation, every object, every thought and every word are invested with a
meaning by the interpretation based on the qualities they possess. The human mind,
with its ability to think and relate, forms the essence of human cognition. The
whole process is what we call semantics; the study of meaning. Advertising is
a field where interpretation of pictures and words play a major role in marketing
a product. This article looks at the different semantic attributes which help
in making a successful advertisement. ©
2006 IUP . All Rights Reserved
ADVERTISING
EFFECTIVENESS Collaborative
Filtering : Advertising Efficiency
- - Paul D Berger, Richard C Hanna, Scott D Swain In
this article, we explicate the concept of `collaborative filtering and the role
it can have in making advertising more efficient, and hence, more profitable for
the advertisers. It is a methodology that is growing both in its usage and in
its sophistication. It may soon be part of virtually all database-marketing promotional
activities. ©
2006 IUP . All Rights Reserved
CELEBRITY
ENDORSEMENTS Multiple
Celebrity Endorsement The New Mantra?
- - Tripti Dhote Celebrity
endorsements have long been established as one of the most preferred and for that
matter, a potent tool by advertisers. In the past few years it has met with tremendous
success in luring the customers and giving the product an instant recognition.
A 25% rise in the sales of Titan or a 45% market share gain for Head & Shoulders,
post the campaigns featuring Aamir Khan and Preity Zinta as respective endorsers,
provide enough proof of the potential of endorsements in the current scenario.
However, the question here is if a single celebrity can manage to take the brand
forward and influence the customers, why are advertisers resorting to a multiple
celebrity endorsement to push their brands? ©
2006 IUP . All Rights Reserved
MEDIA
AND ENTERTAINMENT The
Profession of Denial : The US Motion Picture Industry Makes Old Mistakes
- - David Vinjamuri Movie
studios are finally allowing legal release of mainstream movies through the Internet,
but their real intent is to stifle Internet distribution. They are missing their
largest growth opportunity in a generation. ©
2006 David Vinjamuri. All Rights Reserved. NEW
AGE MARKETING Marketing
: A Paradigm Shift
- - Pradip Kumar Mallik The
business environment in todays world is changing rapidly. The forces within and
outside this environment are continually reshaping and reforming to create a new
surrounding that influences the economy, business, society, customers, governments,
etc. The present study makes an attempt to track down the changes in business
vis-ŕ-vis marketing environment, with special emphasis being attached to digital
revolution in the market space that has led to rethink, reformulate and redefine
marketing in the backdrop of IT revolution. The study further addresses necessary
structural, functional, and strategic adjustments in the organization, to accommodate
modern marketing trend in the global context. ©
2006 IUP . All Rights Reserved
ONLINE
MEDIA Romancing
and Socializing the Web
- - Suresh Sood Overnight,
the Web has become the number one social destination. The key drivers are peoples
desires to make new friends and romantic partnerships. Advertising and marketing
executives can reap tremendous rewards for clients by tapping into dating and
social networking. An example can be given of MySpace, a social networking destination
of choice for many teenagers, which has 66 million users. As blogging and social
networking technologies converge, new models of online dating and finding friends
will emerge. ©
2006 IUP . All Rights Reserved
FOOD
MARKETING
The
Close-contact Consumers
- - Mike Callicrate and Lex Higgins
In the last few years, many books critical of the global food delivery systems
have appeared on bestsellers lists. These books document a system of food production
that does not necessarily provide safe or nutritious food to consumers. A growing
consumer segment being aware of these limitations, seeks a healthier alternative
to mainstream food suppliers. We call this segment `close-contact consumers because
they desire to have more knowledge about food suppliers and seek to avoid perceived
dangers in the predominant food supply system.
©
2006 IUP . All Rights Reserved
PRODUCT
PLACEMENTS In-movie
Advertising in India
- - Subhadip Roy
The trend, in-movie advertising which began in 1973 with Raj Kapoors Bobby,
is now heavily used by the marketers as an alternative advertising media in India.
This article talks about that trend and the possible advantages and disadvantages
of the concept of in-movie advertising in Indian movies.
©
2006 IUP . All Rights Reserved.
BRAND
MANAGEMENT
To
Extend or Not to Extend: Finding the Brand Fit
- - Tapan K Panda Tapan K Panda V
Brand extension is the most commonly used marketing strategy in todays world.
Marketing managers have become risk averters than risk takers. This is due to
high cost and risk involved in new product development and frequent failures of
new product ideas in the marketplace. This kind of situation in new product innovation
and launch have forced marketers to take the safest strategic alternative. This
alternative is of extending one successful brand to another category or within
the same product range. When a brand is a success in one category, a brand manager
would like to encash the success and use the same brand name for creating a demand-pull
in another category. This process is typically called horizontal extension in
which the master brand is taken to other product categories. This article proposes
two factors viz., brand relatedness and brand dominance to find out the level
of both image and attribute fit for the success of the extension. The article
also suggests the situations and parameters which are necessary for doing successful
brand extension.
©
2006 IUP . All Rights Reserved
CUSTOMER
FOCUS
Its
All About the Customer : Not Your Intuition
- - Edward Hellenbeck
While
many senior executives continue to talk about the "voice of the customer," few
demonstrate their commitment to this concept by spending time with customers.
Many continue to use their intuition or `golden gut in their attempt to provide
superior customer value. Unfortunately, `senior executive intuition is rarely
attuned to the needs of their customers. While the competitive environment continues
to intensify, executives have cut back on the time devoted to customers just when
it should be increasing. This article discusses the need for senior executives
to spend time with customers and provides examples of the benefits that this approach
will provide.
©
2006 IUP . All Rights Reserved
CUSTOMER
RELATIONSHIP MANAGEMENT CRM
and the Arts
- - Malcolm McDonald
This
article describes the pivotal importance of CRS systems in todays business and
relates them to arts. For CRM to be successful, there are three major preconditions
that must be met. These are the cultural conditions that ensure that the organization
is market-focused, IT conditions that focus on customers, and professional marketing
processes that contribute to understanding markets and the segment needs within
them.
©
2006 IUP . All Rights Reserved.
INSIGHT
Enhanced
Response Campaign
- - Sudharani Ravindran and Githa S Heggde In
the mobile service business, advertisements are of great importance for attracting
more and more people towards a particular service provider. One such advertisement
is by the advertising agency Rediffusion DYR, which makes advertisements for Airtel,
a leading mobile service provider. In this context, a study was undertaken to
find out the effectiveness of the Enhanced Response (ER) advertisements on mobile
phone users. A sample size of 170 people comprising Airtel and other service users,
and also Airtel dealers were contacted. The study has shown that the ER advertisements
have not had the desired effect on the target customers. The discussions in the
study, if adopted, could help in reaching the necessary objective of capturing
the peoples attention.
©
2006 IUP . All Rights Reserved.
INSIGHT
The
Shopping Consumers : Survey on Consumer Behavior
(In the Context of Retail Consumer)
- - R Subramanian and S Rungta
Indian
consumers are rapidly falling in line with their Western counterparts. They have
over the last decade or so, moved from following a culture of savings to an obsession
for spending. Although part of the credit goes to the liberalization undertaken
by the government during the early 1990s, much of it is also because of the rapidly
changing values and lifestyle of the urban Indian, the so called `Middle Class.
This feature aims at understanding these 21st century urban Indian consumers in
a retail setting.
©
2006 IUP . All Rights Reserved.
CASE
STUDY Mattel
Inc.s Barbie : Brand Merchandising Strategies
- - D Gayatri and T Phani Madhav
©
2006 IBS, Case Development Center, Hyderabad. All Rights
Reserved. | 
