Posted by: arpitd on: July 30, 2008
With the rapid proliferation of brands in every product category, brands are becoming a commodity. The scope for differentiation has vastly diminished. Marketers are hard-pressed to raise their brands above the clutter. One such tool, which helps in creating a distinct position for a brand in the minds of consumers, is “cause-related branding”. No doubt [...]
Posted by: arpitd on: July 25, 2008
Interesting article in Business Standard: FMCG spends have grown the fastest on online marketing; Facebook and Orkut emerge as potential brand promotion tools. The online advertising market is expected to increase at least 10 times by 2011 to touch Rs 2,500 crore from today’s figure of around Rs 250 crore. Spending on the mobile market, [...]
Posted by: admark on: July 22, 2008
Web advertising provides opportunities for all companies in India. However, a degree of caution and customization is recommended.
Posted by: arpitd on: July 21, 2008
Sitting in my Integrated Marketing Communications (IMC) class, I was getting fascinated by the question of what really goes into a creative brief with which a creative leap is taken. I posed this question and I finally got my answer. Here is the outline of the components of a creative brief: Defining the competitive environment [...]
