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“It’s not about money, honey!”
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Tag Archives: Advertising
How much below the line?
One can argue that most ad spending today is utter waste and does little to meet its supposed objective, especially the really expensive monthly-quarterly campaigns. Everyday we come across average looking and ineffective (more important that ‘just being creative’) ads in the newspaper and on television. Yet at times, the product itself is so good it outperforms the ineffectiveness of the ad campaign and this is mistaken as a triumph for those attempts in traditional marketing and advertising. Competing firms, …
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Tagged Advertising, Business, Non-Fiction, Strategic Marketing
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Elementary, my dear Watson
JOHN WANAMAKER, pioneer of department stores in the US, once confessed that he knew that only half his advertising works; the problem was, he didn’t know which half. But today’s marketers cannot afford to makes such a confession. With marketing accountability becoming the motto of the top management, companies are increasingly looking for return on every marketing rupee spent. Developing effective marketing programmes is now the most important objective of marketing practitioners. But what exactly does the term marketing effectiveness …
Low penetration means big opportunity
Manoj Khatri: What are the principal drivers that influence the underlying profitability of the brown goods industry? Gulu Mirchandani: In the current market scenario, where the value erosion stands at 15 per cent for 2003-04, it is increasing becoming difficult to hold on to the bottom line. Nevertheless, the following are the key drivers of profitability in this industry: Volume Growths: The low penetration levels of these products is a big opportunity area and the industry is strongly taking this …
Star Struck!
Stars, who are known to shape destinies, cast an enormous influence. No, we’re not talking about astrology here. We’re referring to the powerful effect of celebrities on the destinies of brands. One approving nod from a famous face can translate into millions in brand sales. Perhaps that’s why the world over, companies have been using stars to endorse everything, from food to food chains, from soft and hard drinks to health drinks, from clothes and accessories to cars (and the …
Orchestrate Your Communications
From marketing oriented to market driven The incredible explosion of technology in the last two decades has, for all practical purposes, shattered the mass market and made many of the traditional techniques of mass marketing obsolete. The era of companies determining the dynamics of selling their products is history. In the marketplace of the 21st century, the driving force is not companies with products to sell but customers controlling what, where, and how they want to buy. Think Internet. Think …