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COVER STORY
Innovative Marketing Strategies
for Movie Promotion
--Nidhi Upadhyay
This article examines the reasons for the success of the movie,
3 Idiots, with emphasis on the marketing strategies adopted to promote the movie. These strategies and the huge success of
the movie re-emphasize the fact that innovative marketing strategies can make your brand reach
the consumers and give you an unique edge over the competitors.
© 2010 IUP. All Rights Reserved.
COVER STORY
Economics of Low Budget Films
--Manash P Goswami
In the present volatile market conditions and changing audience interest and profiles,
film producers are using calculative approaches to achieve a decent performance at the box-office.
One such approach is producing a low-budget movie. As the name implies, a low-budget film is one
shot on a limited budget. The success of low-budget films in recent years has sent a loud and
clear message: DO NOT THINK BIG ALWAYS. It is sometimes wise to THINK SMALL.
© 2010 IUP. All Rights Reserved.
ADVERTISING
Use of Billboards in Out-of-Home Advertising A Study of Jewelers in Tirunelveli
--T Frank Sunil Justus,
--J Tamilselvi,
--T
Sunitha
Outdoor advertising using billboards is an important means of advertising, especially on
the highways. This article studies how the jewelers of Tirunelveli town in South India have used
billboards to attract viewers. The study shows how the jewelers have focused on different aspects like
buyer behavior, sales promotion, product display and functional utility in their billboards to make
them attractive and eye-catching.
© 2010 IUP. All Rights Reserved.
PERSPECTIVE
Buying Behavior of Consumers
and the Role of Visual Merchandising in Large Retail Stores
--Vikas Shrotriya
The advent of lare retail stores that sell most of the household items under one roof has changed
the buying behavior of consumers. These stores, on their part, are using the tools of visual
merchandising to make the shopping experience comfortable and convenient for the customers. As such, today,
more and more customers are shifting to these large retail stores for their purchases.
© 2010 IUP. All Rights Reserved.
PERSPECTIVE
Social Sharing: A Powerful Tool for Communication
--Timira Shukla
Social networking/sharing has become an important way to connect with people today.
Social Networking Sites (SNS), like Facebook, Twitter and LinkedIn, have changed the way people
interact with each other. However, it remains that many of the marketers have not realized the potential
of this medium. This article examines the scope of SNS for marketing communications.
© 2010 IUP. All Rights Reserved.
PERSPECTIVE
Getting Closer to Your Customers The Retail Store Location
--Anuupama Ghoshal
Retail store locations, as observed by the author, reveals an interesting trend befitting the
hard economic environs. "Necessity is the mother of invention"can be suitably interpreted to reveal
the potential retail locations strategies being employed by both small and large retailers
across merchandise categories in the final effort to reach their target customers, fastest and at the
earliest. The challenge is to evolve as a retailer benchmarked against the best in the market.
© 2010 IUP. All Rights Reserved.
PERSPECTIVE
Packaging :A Silent Salesman that Acts as an External Manifestation
of a Brand
--Priyanka Rawal
Have you ever tried to understand why do we, at times, tend to shop more than we had
actually thought of? Is it just because of our need or is there something else that prompts us to put
the product in our shopping carts. This article discusses about a very essential value addition activity
that can draw customers' attention to certain products amidst a host of competing brands on a
retail shelf.
© 2010 IUP. All Rights Reserved.
RESEARCH
Advertising Gets Regional
--Swati Singh,
--Kasturi Guha Thakurta
The recent years have seen a phenomenal increase in regionalization of the media industry.
The article looks at the factors contributing to this trend as well as the related changes in media
strategy and advertising content.
© 2010 IUP. All Rights Reserved.
CASE
Oral Care Industry Colgate's `Smiley' Promos
--G Vani,
--M Ganesh Babu,
--N Panchanatham
Oral care industry is facing a robust growth in India with promotion playing a pivotal role
in improving and sustaining the growth. This article discusses the role of promotion and
other marketing activities in the oral care industry with reference to the market leader,
Colgate-Palmolive India Limited.
© 2010 IUP. All Rights Reserved.
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