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Advertisement Effectiveness: Role of `Word-of-Mouth' in Success of
Educational Institutes in Non-Metro Cities
-- Dharm Prakash Arya
This paper discusses the significance of word-of-mouth for educational institutes (Career Launcher, TIME, Aptech, NIIT,
Akaash, Narayana, BSL, etc.) operating in Rohtak, Jhajjar and Bhiwani. All these three non-metros are upcoming educational
hubs. Particularly, Rohtak and Bhiwani attract nearly 70% of students from nearby towns, suburbs and villages. And it is alltogether
a different, unorganized and hitherto untapped market for established institutes operating on national level. This paper with all
the primary data (from both institute owners/center heads, principals and students) lists out the most significant factors
behind students' decision to choose a particular institute despite the advertisements done by these institutes. Besides this, it highlights
the role of advertisement and the contribution of word-of-mouth in the success of educational institutes. It also provides information
on the institute owners' attitude on different advertisement tools.
© 2010 IUP. All Rights Reserved.
Factors Affecting `Internet Marketing' Campaigns with Reference to Viral
and Permission Marketing
-- Timira Shukla
Faced with media fragmentation and escalating demand for measurable results, marketers are shifting their spending from
mass media to response-oriented promotional channels. Even the advertising industry is propagating 360 degree marketing, as it is
also confronted with wafer-thin margins. And with rising competition in almost every customer-centric product category and
increasing clutter in the traditional advertising media, this is a fact which Indian companies have also realized. Organizations are now in
the dilemma in which way to gotraditional or modern; they are trying to find out the perfect balance between the above the line
and below the line communication strategies. Below-the-line promotions include any marketing communication containing a
reward, either economic or experiential, which motivates a specific action by the target audience during a defined time period. It
provides the `reason to buy now' and, are increasingly becoming important part of the integrated communications mix of many
companies. Below-the-line marketing consists of channels that strive to establish targeted relationships between marketers and
individual consumers; it includes direct mail, direct response broadcast, direct response print, event marketing, interactive marketing
viz., one-to-one marketing, the Internet and mobile marketing, consumer promotions and trade promotions and point of
purchase displays and in-store marketing. This paper covers the key areas related to the Internet marketing, its intricacies and
most important factors which affect the consumers choice towards the various communication vehicles. This helps to better
understand the market and make desirable changes to make the Internet most effective and efficient vehicle to convey message to the people.
© 2010 IUP. All Rights Reserved.
FDI and Economic Growth
in the ASEAN Countries:
Evidence from Cointegration Approach and Causality Test
-- P Srinivasan, M Kalaivani and P Ibrahim
Johansen
Cointegration technique followed by the Vector Error Correction Model (VECM) and standard Granger Causality test
were employed to investigate the causal nexus between Foreign Direct Investment (FDI) and economic growth in Association of
Southeast Asian Nations (ASEAN) economies. The Johansen Cointegration result establishes a long run relationship between FDI and
Gross Domestic Product (GDP) for the five ASEAN
economies, namely, Indonesia, Malaysia, Philippines, Singapore and Vietnam.
The empirical results of VECM exhibits a long run causality running from GDP to FDI for Indonesia, Philippines and Singapore.
For Malaysia and Vietnam, the results reveal long run bidirectional causal link between GDP and FDI. Besides, the evidence
from standard Granger Causality test for rest of the ASEAN
economies shows that there was no causality between FDI and GDP for
Brunei Darussalam and Lao People's Democratic Republic. For Myanmar and Thailand, the test results show that there is a one-way
short run Granger causal link from FDI to GDP and GDP to FDI, respectively.
© 2010 IUP. All Rights Reserved.
Initial Marketing Design
to Enter the Pickle Business:
A Case Study on an Aspiring Women's Group in Hooghly District
-- Srabanti Mukherjee
In our country, most of the Self-Help Groups (SHGs) endure from huge assorted inventories. The women SHGs of Howrah
and Hooghly district of West Bengal are in the line with the nationwide scenario. Examples like Self Employed Women's
Association (SEWA) in Ahmedabad are mere exceptions. Although SHGs of Howrah and Hooghly prepare papads, achars or jute made handicraft products of best quality possible with their scant finances and infrastructure, still the products are not getting a
steady market share. These groups clearly lack in terms of diversification and value addition in the product lines, building up
sustained brand loyalty, appropriate distribution and pricing strategy. In this context, a study was conducted on behalf of the aspiring
group of women in Serampore, Hooghly, to identify the initial entry mode in the pickle business.
In this paper, an attempt has been made to identify the customer's preferences regarding choice of pickle, its distribution mode
and pricing strategy. Efforts were also made to identify the best possible permutation in the product, distribution and pricing
mode, which engender maximum utility to the average customers of the locality and persuade them to buy these products.
© 2010 IUP. All Rights Reserved.
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