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Swaminathan, Freda
- A Study on the Dimensions of Cultural Values in Contemporary Indian Advertising:A Consumer Perspective
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1 FORE School of Management, New Delhi, IN
1 FORE School of Management, New Delhi, IN
Source
Abhigyan, Vol 34, No 4 (2017), Pagination: 24-37Abstract
Studies have indicated that culture is reflected in advertising. This study surveys how consumers perceive the cultural dimensions as per Hofstede reflected in Indian advertising. Primary research was undertaken amongst males and females aged 18 - 30 years of age, by exposing them to both print and television advertising, and then studying their perceptions of the culture reflected in the advertising. This was researched for selected and popular advertising of products having high consumer involvement and low consumer involvement. Consumer opinion was also sought regarding whether cultural stimuli is perceived ethically as positive or negative in the advertising. The research gauged consumer opinion on the likeability of the cultural dimensions used in the print and television advertising. The study attempts at recommending to advertising professionals the use of cultural dimensions in advertising, and gives scope for further research in the area of effectiveness of using cultural stimuli in advertising.Keywords
Cultural Dimensions, Print, Television, Appeals, Opinions.
References
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- Swaminathan, F., & Bansal, I (2015). The uncommon ssense of advertising – Understanding contemporary advertising appeals in print of top advertisers in India. Abhigyan, 32 (4), 1-14.
- Swaminathan, F., & Bansal, I (2014). Indian culture and its reflection on advertising: A perceptual study of advertising practitioners. Indian Journal of Marketing, 44 (12), 7-18.
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- Aaker on Branding:20 Principles that Drive Success
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Authors
Affiliations
1 FORE School of Management, New Delhi, IN
1 FORE School of Management, New Delhi, IN
Source
Abhigyan, Vol 34, No 3 (2016), Pagination: 71-72Abstract
David Aaker is one of the maestros in Brand Management since over 3 decades and is the creator of the Aaker model, a marketing model that views brand equity as a combination of brand awareness, brand loyalty, and brand associations. He has published six books on branding, from which he has effectively developed the 20 principles that drive success in branding in this book. The book recognizes the overwhelming nature of books on brand management, and offers a consolidation of the best principles of successful brand building. The principles are set on 5 themes, viz. to recognize that brands are assets, have a brand vision, bring the brand to life, maintain relevance and manage your brand portfolio.- The Future of Branding
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Authors
Affiliations
1 FORE School of Management, New Delhi, IN
1 FORE School of Management, New Delhi, IN
Source
Abhigyan, Vol 34, No 1 (2016), Pagination: 86-87Abstract
The editors have put together the thoughts of leading authors on brand management, including the maestros in brand management like Jean-Noel Kapferer and Kevin Lane Keller. The book has four sections covering Brand Strategy, Brand Building, Leveraging Brands and Brand Performance Management. Contrary to the title of the book, which is the future of branding, the writings cover the principles and strategic issues of brand management. Beginning with a description of brand architecture, which presents a macro perspective of business strategy, the first section on Brand building tends to randomly move to Customer Lifetime value for growing profits to Branding in Retail. These chapters tend to be descriptive in nature without touching upon some of the transformations happening in the environment including the explosion of the digital and e-commerce world.- Lean Customer Engagement by Shil Niyogi, Sage Publications India Pvt.Ltd, Delhi, 2016, Pages 179, Price Rs. 350/-
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Authors
Affiliations
1 FORE School of Management, New Delhi, IN
1 FORE School of Management, New Delhi, IN
Source
Abhigyan, Vol 35, No 1 (2017), Pagination: 72-72Abstract
Acknowledging the importance of the customer, Niyogi has written a practical guidebook, "without wasting effort in unnecessary sales and marketing activities", to develop successful businesses through an engaged customer base. Niyogi shows that he is a typical Marketing person by basing his book on a framework to maximize output from every customer, called Four E's, being Educate, Enable, Effect and Engage. The author calls this framework an Engagement zone which is dynamic in nature.- Methods for Stimulating Creativity and Innovation in Marketing
Abstract Views :382 |
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Authors
Affiliations
1 FORE School of Management, New Delhi, IN
1 FORE School of Management, New Delhi, IN
Source
Abhigyan, Vol 36, No 4 (2019), Pagination: 20-29Abstract
Creativity and Innovation are integral to marketing, to enhance competitiveness and bring about product innovation. One finds creativity in advertising and in new product development. Creativity is important both for day-to-day marketing decision making and for judgement of creative marketing work like advertising campaigns and other forms of integrated marketing communications. This paper will explore the concepts of creativity and innovation, look at creativity in marketing, understand the barriers and opportunities to creativity and innovation and look at some of the existing practices. Primary research of corporate executives has been undertaken. Organizations need to set up processes to bring about product innovation and development of new products. Marketing professionals need to strengthen their creative and innovative skills to be able to compete in today’s dynamic market. This paper will identify strategies that will stimulate creativity and innovation amongst marketing professionals in India.Keywords
Creativity, Innovation, Advertising, New Products, Advertising.References
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