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COVER
STORY
Lifestyle
Marketing : The New Paradigm
K Sangeetha
The
success of a business is directly linked to the
degree to which the companies products and marketing
strategies, especially communication, reflect
the lifestyle of the targeted people. This gives
them a competitive business advantage in the market.
The role of brands and products in consumer lifestyles
is tremendous, and definitely provides insights
into companies marketing and advertising strategies.
The outcome is very high visibility and vital
awareness of the product among the consumers.
In a nutshell, successful companies are those
that recognize lifestyle as a tactical tool for
a marketer to have an enhanced understanding and
knowledge of the market and the target consumers.
©
2006 IUP . All Rights Reserved
CUSTOMER
CREATIVITY
How
Consumers Find Meaning in Product Transformation
Leyland Pitt, Steve Kates, Ian McCarthy and
Pierre Berthon
Customers
exercise their consumerism to satisfy a more meaningful
purpose and not just to fulfill basic requirements.
We coined the term "existential creativity" to
explain consumers actions and activities, which
provide them with fulfillment, purpose, selfworth,
selfefficacy, and value. Two cases are presented
here to illustrate the ways that customers exercise
existential creativity while consuming a product.
Several future research directions are also presented,
inquiring into the nature of existential creativity,
the ways that it is expressed, and the ways that
marketers might respond to consumers creative
efforts.
©
2006 IUP . All Rights Reserved
PRODUCT
PLACEMENTS
Trends
in Advertising : Special Focus on Infilm Advertising
Prateek Kanchan
Advertising
companies have identified an area in the form
of infilm advertising where there is a captive
audience, which is just not in a position to use
the remote control to skip an ad by changing the
channel. It is interesting to know what goes into
infilm advertising and how this medium of promotion
will develop in future. The phenomenon has found
prominence since the mid1990s and is being used
in films throughout the world. It is required
to study secondary literature available in this
direction. This issue can be looked at from various
angles.
©
2006 IUP . All Rights Reserved
ACADEMICS
How
Advertising Works and Its Subliminal Effects
Bedabal Ray
Normally,
our comprehension of things is at the conscious
level. Most of the advertisers communicate to
us at our conscious level and we grasp the meaning
of the communication. To most people, purchase
is a logical decision. But Charles Futrell disagreed
and said that most of the communications go through
the black box (brain), and we respond either positively
or negatively without knowing why we choose a
product while rejecting another. In this article
we also discuss the implications of subliminal
(literally "below threshold") communication in
advertising. In the case of a subliminal effect,
we may process information without being aware
of it. A weak stimulus may trigger a weak response,
though at a conscious level we may not be aware
of that feeling. Entrepreneurs claim that subliminal
sensation has a persuading effect on people, which
is taken advantage of by some advertisers who
try to manipulate us with hidden persuasion. But
research shows that subliminal procedures offer
no value to the marketing practitioner.
©
2006 IUP . All Rights Reserved
ACADEMICS
Media
Options : Breaking Conventional Practices
Pankaj Priya and Himanshu Dutt
Nonconventional
media, like belowtheline media communication
practice, have been rapidly emerging within the
mass markets. They are modern, straight and unpredictable.
Although the conventional media convey and advocate
products and brands to their target audience at
faster rates and lesser costs, they lack the real
interest which calls for repeated purchases. A
common example is "channel switching", which is
the most common activity of the audience during
television programs, who surf channels to take
a break from the raining commercials. On the other
hand, nonconventional media provide twoway communication
and are, hence, more interactive than any audiovideo
form. It further augments the relationship with
the target audience due to its "experimental nature".
©
2006 IUP . All Rights Reserved
ACADEMICS
Emotional
Labor and Customer Service
GVS Sreedhar
In
todays business environment, services are no
longer value additions that help differentiate
products, but brand drivers in their own right.
Understanding the significance of services to
the branding efforts, corporates have set down
certain rules and regulations that contribute
to strengthening their brand image. Employees,
especially customer representatives, are the interface
between corporates and their customers and should,
therefore, follow these rules. This article looks
at emotional labor that customer representatives
perform in handling customer aggression and the
issues and consequences thereof.
©
2006 IUP . All Rights Reserved
CELEBRITY
ENDORSEMENT
Celebrity
Endorsement : The Conceptual Framework
A S Sashidhar
Celebrities
have the knack of promoting brands at a scorching
pace. However, given the drawbacks, the cost of
associating them is at the companys own risk.
©
2006 IUP . All Rights Reserved
MARKETING
STRATEGIES
The
Strategy of Market Leaders
David Vinjamuri
How
should market leaders, challenged to find new
growth opportunities, act? The example of WalMart
in the US gives us some lessons for industry leaders.
©
2006 David Vinjamuri. All Rights Reserved.
AMBUSH
MARKETING
Ambush
Marketing : Who Steals the Show?
Sharif Memon
Ambush
or parasitic marketing would be the term that
will be used in a few days to come, as FIFA 2006,
the Football World Cup extravaganza, is all set
to roll across the globe. Ambush marketing is
not one that has come into the limelight recently;
it has been a major cause for concern to official
sponsors for over two decades. We have seen legendary
ambushers over this time. But, now, they have
widened their operations and can, thus, steal
any show that is being hosted. Legal system and
contract have been made broader and complex to
curb further encroachment, but there is always
room for innovation (read manipulation) that can
carry away the show. Facts and figures are the
testimonies citing the paramount threat of such
unofficial brands. History has cited "eye widening"
striking measures to protect the interests of
the sponsors. This article leaves no stone unturned
in revealing the how, where, who and what next
of ambush marketing.
©
2006 IUP . All Rights Reserved
TRERNDS
AND INITIATIVES
The
Metamorphosis of Music Distribution
Suresh Sood
In
the age of digital music driven by Apple iTunes,
MP3 players and Internet file sharing advertising
executives have to think hard about the new kinds
of products and services that can be promoted
to listeners. There is still some time remaining
before we see the extinction of `music only retail
outlets; and the challenge is for advertisers
to clearly articulate the unique experience associated
with physically purchasing music rather than online
alone. Creative Commons licensing, new content
business models and the emergence of file sharing
mobile networks have further accelerated the drive
to digital music distribution, globally.
©
2006 IUP . All Rights Reserved
CORPORATE
PRACTICES
Wheres
the Leadership? : Question of Ethics Should Start
with Questions of Leadership
William S Lightfoot
This
article highlights the role leadership plays in
establishing an ethical framework for employees
to abide by. It further discusses how all exchanges
in business can be imbalanced if misleading advertising,
overstated public relations campaigns, and questionable
performance claims are used to get people to buy
products or services from a company. Specific
references are made to the field of advertising,
with further discussion highlighting the role
leaders play in supportingeither through implicit
or explicit practicesthe sometimes misguided actions
of employees. Suggestions are made on what companies
can do to make sure the company supports ethical,
sustainable, and responsible behavior in its employees,
stakeholders, and leadership.
©
2006 IUP . All Rights Reserved
EXPERT
VIEWS
Advertising
that Wont Exist in 2016
K V Sridhar
A
confirmed Scorpio, Biology and Fine Arts graduate,
creator of ads and creator of creatives, K V Sridhar
for some reason has always been referred to as
"Pops" by the numerous people who have or havent
worked with him. At Lowe, Pops created a stir
on businesses like Unilevers, Bayer, Johnson &
Johnson, Jet Airways, Saint Gobain, Bajaj Auto
and Parker Pens. While at Burnett, he initiated
and led the agencys creative resurgence and,
along with O&M in the late 1990s, managed to put
India on the international advertising map with
its cuttingedge print work on Heinz first, and
then CocaCola, P&G and Fiat. It was during these
years at Burnett that saw the agency not only
dominate the local awards but also win over 50
international recognitions at the AsiaPacific
Adfest, Cannes and One Show, including a Grand
Global at the New York Festival. Recently, back
for a second stint with Burnett, Pops was guilty
of ensuring that Mumbai emerged "The Agency of
the Year 2003" within the competitive Leo Burnett
networkan honor so far the exclusive preserve
of American and European offices.
©
2006 IUP . All Rights Reserved
EXPERT
VIEWS
Customer
Loyalty
Anurag Prashar
Hes
been with Bharti Airtel for nearly three years.
With more than two crore customers and a large
network of collections, call centers and showrooms,
this would probably be amongst the largest service
job in the country. Prior to this, he was working
with Xerox Corporation, both in India and the
US, for over 16 years. His last assignment in
Xerox was as the Executive Director of Customer
Service. He was also on the Board of the holding
company of Xerox Modicorp as the Xerox Corporation
nominee. An electronics engineer and an MBA with
specialization in finance and marketing from XLRI,
Jamshedpur, throughout his career he has been
a service professional, an area which he is very
passionate about. He has also spoken in international
forums in the area of customer service.
©
2006 IUP . All Rights Reserved
BOOK
REVIEW
Asias
Star Brands
Paul Temporal
Asias
Star Brands by Paul Temporal highlights the achievements
of brands from Asia, which have risen to prominence
or have undergone a major transformation in recent
years. It offers a lucid blend of theoretical
aspects of branding and detailed case examples.
The book carries case studies of 30 brands, and
is organized under 14 distinct brandbuilding
concepts. It provides powerful insights into a
contemporary topic of interest.
©
2006 John Wiley & Sons (ASIA) Pte Ltd, Singapore.
All Rights Reserved. IUP
holds the copyright for the review.
CASE
STUDY
Advertising
Industry in China Potential and Challenges
Roopa and Sumit Kumar Chaudhuri
©
2006 IBS, Case Development
Center, Hyderabad. All Rights Reserved. |
