Tag: marketing and advertising

Indian Mobile Communications Industry’s Advertising expenditure
By Abhinash Jena on September 15, 2011 No Comments

Business Standard estimates the figures to rise further as Airtel has undertaken a massive re-branding campaign.

 
Increasing Brand Awareness
By on June 7, 2011 No Comments

The American Marketing Association (AMA) defines Advertising as “any paid form of non-personal presentation and promotion of ideas…

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Building Customer Relationship
By Priya Chetty on October 30, 2010 1 Comment

There has been a shift from a transactions to a relationship focus in marketing. Customers become partners and the firm must make long-term….

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Consumer Behavior Models
By Priya Chetty on July 31, 2010 1 Comment

The Freudian model suggests that consumers succumb to their deepest fears and longings which translate into certain purchasing decisions.

 
Marketing in practice
By Abhinash Jena on February 23, 2010 No Comments

There are a many companies especially those in the Consumer Package Goods (CPG) market that adopt the theory of running their business centred around Consumer, Shopper & Retailer needs. Their Marketing departments spend quality time looking for “Growth Opportunities” in their categories by identifying relevant insights (both mindsets and behaviours) on their target Consumers, Shoppers and retail partners.

 
Effectiveness of Blogs in Marketing
By Priya Chetty on February 20, 2010 2 Comments

Blogging represents an opportunity cost for companies, consuming resources that could be employed elsewhere. The question examined in this section is whether the bloggers consider that the investment in time and money is justified by the results obtained. First, however, it is necessary to determine how the effectiveness should be measured.

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What is Viral Marketing
By Priya Chetty on February 15, 2010 1 Comment

Viral marketing is a concept which has its origins in the Internet. The term was invented by Steve Jurvetson, a venture capitalist, to describe the method used by Hotmail to develop its e-mail service. Most of the standard marketing textbooks mention the term. For example, viral marketing as ‘electronic word of mouth’, while Smith and Taylor give the following description of the process involved….

 
Advertising and buzz marketing
By Abhinash Jena on February 14, 2010 2 Comments

Buzz marketing is normally just one of the tools in the marketing communication mix and does not necessarily exclude ‘traditional’ advertising. In some cases a product is so contagious that advertising is not necessary (Rosen 2000, p. 206).

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