SPECIAL ISSUE

Advertising in the Internet era

- - AV Vedpuriswar

In this era of growing consumer power, marketing communication is facing new challenges. In the past, companies would keep airing advertisements and look at reach frequency. But today consumers are taking control of the way they learn and hear about products. So ensuring that consumers absorb the message is more challenging than ever before.

© 2005 IUP. All Rights Reserved

SPECIAL ISSUE

Cannes Lions - The ad festival

- - Sadhu Ramakrishna

Many consider winning an award at Cannes Lions equivalent to winning an Oscar for a movie and for that reason it is rightly termed as the `Mecca' of advertising. This year, at the annual festival, one can get to watch around 5000 commercials, 10,000 outdoor and press ads, 1700 online ads, 900 media solutions and 1400 direct marketing entries. The excitement is very much visible months before the start of the event.

© 2005 IUP. All Rights Reserved

SPECIAL ISSUE

Cult branding through advertising - Red Bull gets Star Wars

- - Rajnandan Patnaik

The success of the Red Bull is arguably built on the clear vision of its promoter, Dietrich Mateschitz. But it is more that he has done in the form of advertising the brand and the activities linked to build up the brand. The success has been noted by many and Mateschitz's attitude compounded with his way of doing things differently in a big way, has attracted many likeminded entrepreneurs, such as George Lucas of Star Wars.

© 2005 IUP. All Rights Reserved

SPECIAL ISSUE

Developing global advertising campaigns

- - AV Vedpuriswar

P&G's experience in Japan illustrates that advertising is to a large extent a cultural phenomenon. When advertising appeals are not aligned with the local culture, the ad campaign will falter. So the barriers which stand in the way of transferring advertisements from one country to another need to be carefully understood.

© 2005 IUP. All Rights Reserved

SPECIAL ISSUE

Mobile advertising - A new challenge before Indian marketers

- - Vijaya Kumar Gudep and V Padmaja Rani

The speedy penetration of mobile companies into Indian communications market resulted in an increased use of handheld cellular devices and this has implications for Indian marketers. The use of Short Messaging Service (SMS) to access customers in India through handheld devices is gaining popularity, making the mobile phone a new medium for one-to-one marketing. This article is based on the empirical study conducted by the authors on M-Commerce in India and highlights the issues and challenges involved in mobile advertising in the Indian marketing scenario. It is concluded that mobile advertising may sometimes amount to invading customer's privacy and therefore efforts should be made by Indian marketers to devise effective means to take cognizance of the privacy issue. Understanding the consumers' attitude towards mobile advertising helps firms in designing effective advertising strategies.

© 2005 IUP. All Rights Reserved

SPECIAL ISSUE

Promoting brands through non-stereotype personas

- - Kaushik Mukerjee

To promote their brands and reach the consumers effectively, companies are using different types of brand personalities that are close to real-life personalities that we encounter everyday. The various personas in the Aamir Khan Coke ads, the aspirant young girl in the Fair & Lovely ad, the roadside romeo in the Close-Up ad, etc., are discussed in this article.

© 2005 IUP. All Rights Reserved

SPECIAL ISSUE

Integrated Marketing Communications - Issues in implementation and diffusion

- - Saptarshi Purkayastha

The concept of Integrated Marketing Communications (IMC) is relatively a new concept in the management world with its origins in late 1980s. The article traces the development of the definition of IMC since its inception to its recent evolution in 2004. The article also tries to find out the important parameters of IMC and the importance of each of the parameters in different products and services. The article explains as to the shift in strategic thinking required for implementation of IMC. Moreover, the amount of diffusion of IMC in the eastern part of the world is mentioned and the problems faced by companies in this part of the globe in implementation of IMC are also considered. The article ends with the criticisms of IMC by different researchers and also the answers to these criticisms.

© 2005 IUP. All Rights Reserved

SPECIAL ISSUE

Advertisements and cultural transformation

- - P Krishna Prasanna

It is time for the Indian creative fraternity in advertising to aim at cultural, emotional and sentimental values, which have become the trend of the day. It is essential that these cultural values are given importance in contemporary advertisements, otherwise globalization and modern advertisements may result in westernization, distorting the core characters or pillars of the Indian culture, which is admired by the rest of the world.

© 2005 IUP. All Rights Reserved

SPECIAL ISSUE

Cooperative advertising trends in India

- - BR Londhe

Cooperative advertising is a symbiotic effort between two distribution channel members or between a channel member and a manufacturer for pooling advertising money to increase the consumer base and to optimize profitability and brand reputation for brand or for business. it is simply shared advertising. It is a good way to stretch your advertising budget and reach more people with your marketing message.

© 2005 IUP. All Rights Reserved

SPECIAL ISSUE

Advertisements by banks in India

- - Dilip Das Gupta

Indian banks incur fairly respectable ad spends. However, most ad activities are restricted to the print media, with a distant second position being occupied by hoardings. Only a handful of banks are regularly advertising in the electronic media or the cyberspace. Banks have to become more professional in this area and work out a comprehensive PR policy, which receives greater top management attention, is understood and accepted across the organization, and is used for creating/ improving one composite image. It is desirable to ascertain the efficacy of their ad spends by undertaking an effectiveness study, preferably with professional help.

© 2005 IUP. All Rights Reserved

INTERVIEW

Good advertisements involve the consumer, move them emotionally, and alter their perception of the brand in a favorable directionthus, increasing the likelihood that they will use it.

- - John Goodman

John Goodman has been with Ogilvy for the last 15 years. A graduate of Liverpool University, his career started with Ibis Information Services, an international direct marketing company. He spent five years in London, Sydney and New York. In the late 1980s he returned to London and joined BSB Dorland Direct (now Bates Direct), to work on Rover Cars, Data General and Sears. In 1989 he moved to O&M Direct (now OgilvyOne) where his account responsibilities included Royal Mail, Compaq, Microsoft, Shell, Save the Children Fund, British Rail, Kraft Jacobs Suchard, Guinness, and also British Telecom. He was appointed to the London agency board in the summer of 1991. In May 1993 he moved to Prague to run the new advertising agency in the Czech Republic. He stayed there for four years, during which time the agency quadrupled in billings and grew from 10 to 70 staff. He therefore claims that his only job in advertising has been as a Managing Director. John moved to the Asia/Pacific region of Ogilvy as President of OgilvyOne in October 1997. In the past four years the OgilvyOne network in Asia/Pacific has grown by some 400% in revenues. A large part of this is due to the mushrooming growth of OgilvyInteractive, which is an integral part of OgilvyOne. OgilvyOne has 27 offices in 16 Asian markets. In November 2003 he moved to India, to become CEO of O&M India and South Asia.In his spare time he likes football, horse racing (both as a spectator), and discovering new restaurants (not as a spectator). He has been known to moonlight as a reggae dj.

© 2005 IUP. All Rights Reserved

INTERVIEW

`Down to Earth!' I am an invisible manager. I keep a relatively low profile for my industry.

- - Pranesh Mishra

Pranesh Mishra, after graduating from IIM (A) joined as the Manager for Lintas, Calcutta in 1982. In 1991, he became Director for Lintas India and handled Unilever account in India. Then in 1999, he became the Director of Lowe Lintas & Partners, India. Currently he is the President and COO of Lowe India and also heads the Strategy Planning Division of Lowe, India. He contributes articles for business publications like Pitch, Brand Equity, Economic Times, Business World, Business Line and USP Age. Following are the excerpts of the interview.

© 2005 IUP. All Rights Reserved

INTERVIEW

I have total admiration for Narayan Murthy on one hand and Ratan Tata on the other. Both have remarkable abilities to move people, ergo their organizations to higher achievements.

- - Ramesh Iyengar

Ramesh Iyengar, Managing Director, Select Direct Marketing Communications, started his career in mainline advertising at Lintas, before moving to Trikaya Grey. After spending some 10 years in the mainline ad function, Iyengar suddenly switched tracks and embraced direct marketing - which in the eighties was in its most embryonic stage in India. In 1989, Iyengar set up Trikaya Grey's DM division, and two years later, established his own outfit, Select Direct. The 13-year-old DM specialist, incidentally, has the distinction of being the recipient of the first-ever Gold Emvie to be awarded in India. Iyengar's contribution to the direct discipline can be assessed by his latest achievement - he is a member of this year's prestigious Lions Direct jury at the Cannes Advertising Festival.

© 2005 IUP. All Rights Reserved

CASE STUDIES

Calvin Klein's scandalous advertising - Morality vs. money

- - A Mukund

The 1995 controversy surrounding one of the world's most popular fashion labels, Calvin Klein, generated unprecedented outrage among the entire United States for its alleged use of youngsters in a sexually provocative manner. Termed as `kiddie porn' (pornography featuring children), this multi-media campaign comprised print and television commercials that were indeed very scandalous. They featured young teenage boys and girls, who were portrayed as if being auditioned for a performance in an adult movie. The advertisements began appearing in print, electronic and outdoor media (the YM magazine, music channel MTV and on buses for instance) in July 1995.

© 2005 ICMR. All Rights Reserved. For accessing and procuring the case study, log on to www.ecch.cranfield.ac.uk or www.icmrindia.org

CASE STUDIES

WPP Group Plc: Inorganic growth strategies

- - Shalini and Sunil Kumar Chaudhuri

The first company to be bought by WPP was an American marketing services company called J Walter & Thompson (JWT) in 1987. JWT was sixteen times the size of WPP and was acquired for $566 mn. The acquisition of JWT, which was "one of the largest, oldest, most respected, and most `American' of the US agencies" marked the most telling hostile takeover by WPP.

© 2005 IBS Case Development Center. All Rights Reserved.

SPECIAL ISSUE

Political advertising - The `India Shining' campaign

- - Avishek Suman and Vivek Gupta

The genesis of the `India Shining' campaign began in July 2003. The NDA government approached 20 advertising agencies in its effort to create an advertisement campaign that would highlight India as a fast developing country. The campaign was aimed at highlighting India's achievements under the NDA government. The government reviewed all the proposals submitted by the agencies but was not satisfied. It then approached 11 other agencies in October 2003. Finally, Grey Worldwide-India (GWI), a part of the Grey Global Group, bagged the contract.

© 2005 ICMR. All Rights Reserved. For accessing and procuring the article, log on to www.ecch.cranfield.ac.uk or www.icmrindia.org