Tag Archive | "marketing"

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Job Alert: Client Servicing at Avenue Graphics Pvt. Ltd.

Posted on 20 March 2013 by BMMBoxer

Organization Name: Avenue Graphics Pvt. Ltd.

Location: Andheri East, Mumbai

Role Title: Marketing / Client Servicing Executive

Role Description: Marketing / Client Servicing

Role Responsibilities: Visit the clients and understand the brief of their requirement, share the brief with internal Team Leader and with the Creative / Production Team, provide the estimates for the assignment to client, from there on see that the work has been initiated and executed as per the client’s requirement, once the job is done have the invoice submitted to the client after which do follow up for the payments.

Qualification Requirement:  Graduate / Degree holder

Skill Set Requirement: A go getter with good communication skills and willingness to learn

Experience Requirement: Not necessary, but a minimum experience of 6 months to 1 year will add to value

Compensation/Stipend: Depends on the skill & calibre of the candidate.

Application Process: Mail the CV first and then come over for the Job Interview in person (final response from us will be given within a week’s time of the interview)

Selection Process: Standard

Key Dates: Month of March

Notes, if any: To know more about the company, you can visit the website at:- www.avenueindia.com

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Four Key Elements af a Marketing Campaign

Posted on 21 August 2012 by Garima Chak

In today’s business world marketing is all about generating the customer’s interest in the goods and services the company offers. Essentially a company’s marketing strategies drive company sales techniques, business development models, business communication etc. and the ultimate aim of it all is to win, satisfy and retain a customer.

It is imperative that any marketing campaign be designed around the customer. His needs, his choices, his demands should be the focus point of it all. So then the first and foremost aim of marketing should be to communicate the key message to  potential as well as existing customers.

The trick here is to create a series of marketing techniques so that the customer gets ample time and opportunity to recognise and respond to the message being sent across. A lot of marketing tools and techniques can be used for this purpose. We will talk about some that are the most impactful, and therefore common: the key elements of a marketing campaign.

1. Publicity: All publicity is good publicity, or so they say. Well, this might not always be the case, but yes, publicity of any type does help boost sales because all the attention of target group is directed towards you. And let’s face it most big names have had their fair share of bad publicity! Cadbury had the worm episode, Coca-cola and Pepsi had the pesticide issue to tackle with, and Nano had to deal with the ‘on fire’ instances. But they all got past it with time and in the end it all worked out in the favour of the brand as the problem was strategically handled. PR has a major role to play when it comes to correcting bad publicity and infusing the media with all the ‘correct’ information.

2. Advertising: Another way of getting into the customers mind is to put your brand out there. This is what advertising does in order to get that coveted place in the customers’ mind – the ‘top-of-the-mind-recall’. Actually advertising and public relations, and all tools of marketing for that matter, have the same intent – to get the customer to first recognise, then be curious about, and ultimately desire the product. And if the desire can be converted into a purchase, then the marketing strategy behind the whole process can be considered to be a success.

3. Online Presence: Social Media is at the forefront of marketing campaigns today. You need to incorporate the online environment very neatly into your strategy. Be it Twitter, Pinterest, blogs, Facebook or your very own website, you need to incorporate these tools to get in touch with your TG. A sound online campaign can give you new customers and help you please current customers. Since the media is instant, you can measure your online performance instantly and alter/re-design your strategies as per the requirements.

4. Telemarketing: This is one element in the marketing tools kit that needs careful handling. But when applied in the right direction, this too is a great marketing tool. For instance, telemarketing works great when it comes to the business to business (B2B) segment.

It must always be kept in mind that the ultimate aim of all forms of marketing is to attain a satisfied, happy customer. Therefore, all the marketing tools so engaged in need to be fine-tuned and well balanced.

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Unethical Advertising

Posted on 24 July 2012 by Milana Rao (Contributing Writer)

(Image Source)

Advertising is planned persuasion to promote products, ideas or services. It effectively uses media as its tool. Advertisements are in the form of bill boards, hoardings, on television, on radio, newspapers, pamphlets, leaflets, inside the train coaches, on the panels of buses and where not?! Advertising is everything we see around us. E.g. if a pen works well, we tend to notice its brand – even that is a form of advertising!

Advertising affects our life as a consumer and as a citizen. We are made aware of new products in the market or of a new government policy via advertising. There are also some advertisements which are issued in the interest of the public. The marketing function is incomplete without advertising. It helps to pre-sell, promote, generate interest and finally sell the product. No business can succeed without advertising.

Since advertising is all so important and widespread, it becomes very necessary for the advertisers to keep in mind the code of ethics and values while creating advertisements.

Now, what actually does ethical mean? Anything is said to be ethical when it is within the basic morals and values with which we live; that which tells us what is good for us and what is bad. Ethical advertisement then would mean one that portrays truth and the one which refrains from misleading the masses and which would not be indecent or objectionable for larger audiences.

It would be correct to say that with the increasing importance of advertising we are currently witnessing a decrease in moral and ethics that these advertisements adhere to. Today there are many advertisements proving the same.

There are many advertisements promising the thing that never gets delivered and mind you that even includes reputed brands. E.g. Fair and Lovely ads show that girls can get fair in just 7 days. We all know this is not possible!

The ads choosing the indecent path to advertise are also on rise. The ‘Axe’ deodorant advertisements use women as sexual objects to promote their brand. The ‘Amul macho’ ads do the same. The errors on the part of advertising agencies and brands cannot be overlooked as this has a very bad impact on the children and society at large.

Some brands purposely resort to unethical or ambiguous advertisements in order to gain publicity. For such brands publicity in any form is desirable. Some celebrities featured in such unethical advertisements just add fuel to the fire. These kinds of celebrity endorsements have a very bad effect on the people who tend to hero-worship celebrities.

It is agreeable that the competition is rising and the market is overflowing with creative advertisements. It has become very difficult to grab the attention span of the audience. However resorting to immoral means to promote product is not right.

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Ambush Marketing

Posted on 22 June 2012 by Devyani Savnal (Contributing Writer)

When I first heard the term ‘Ambush Marketing’ I was curious to know what it actually means. To put it harshly, it is but a marketing technique where big corporations cash in on some major event and/or trend without paying sponsorship fees.

You must be wondering but how is that possible? Let me elaborate with an example.

Ambush marketing was first witnessed in India during 1996 cricket world cup held in the Indian Sub-continent. Coca Cola was the official sponsor of the event and they paid INR 40 crores as sponsorship fees. Pepsi single-handedly countered their world cup campaign by releasing an ad campaign with the tagline ‘Nothing official about it’. This campaign by Pepsi caught the imagination of the audience and struck a chord with them. Pepsi also signed a string of cricketers for this campaign and as part of their contracts told them not to approach coke advertised trolleys during the drinks break. Thus, thanks to ambush marketing, Pepsi outshone the official sponsors and emerged the ‘official’ winner.

From there, ambush marketing just took off…

Pepsi paved the path and many more brands followed their example. The episode with Jet Airways, Kingfisher Airlines and Go Air is a remarkable example of Ambush Marketing.
The events transpired as follows:

  • Jet Airways put up a hoarding that read, “We have changed”,
  • Kingfisher Airlines countered that by adding a hoarding above which read, “We made them change”
  • Finally Go Air put a banner above these two which read, “We’ve not changed!”

This sure created for a comical scenario. Nonetheless, all brands managed to get their point across and register the same with the audience.

Another example of ambush marketing is what happened between Hindustan Unilever and Procter & Gamble (P&G). P&G launched an advertising campaign for the re-launch of Pantene with the tagline that read, ‘A mystery shampoo. Eighty percent women say it is better than anything else they’ve used.’

A few days after the release of this campaign and before P&G could unveil this ‘new’ shampoo, Hindustan Unilever ambushed the ad by placing an adjacent hoarding with the tagline ‘There is no mystery, Dove is the No. 1 shampoo’. Brilliant, eh?

Of late, India has witnessed a rise in the number of ambush marketing cases. It is to be seen everywhere now; be it on hoardings and banners or TVCs. Given its rise, one can ask whether ambush marketing is ethical or not. My personal opinion is that the question of ethics doesn’t arise. Ambush marketing is being practiced because of the fierce competition, and the need to have constant connect with the TG. For that, the companies are always in search for ways and means to outsmart their competitors. As long as no harm is done, ambush marketing makes for good entertainment for the audience and brownie points for the brand.

A final point I’d like to make here is that ambush marketing is good for the advertising industry. When done within legal boundaries it promotes clever advertising. (In India, there is almost no protection against indirect ambush marketing. However, for direct ambush marketing, there are several laws like The Trade Practices Act, the Trade Marks Act, The Copyright Act, The Counterfeit Goods Act and the Merchandise Marks Act.) It drives both agile and creative behaviour amongst marketers and also induces a fresh new buzz into the product category. Brands of shampoo don’t normally set our pulse racing, but the scuffle between Dove and Pantene certainly captured our mind space and imagination.

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