Marketing

Brands live in the minds of consumers and offer instant recognition and identification .However, a brand is much more than just a tag for recognition and identification. Beside the physical product, a brand also has perpetual components which impart an invisible halo to it. A brand’s perpetual components are intangible associations and very strongly differentiate the brand in consumer’s perceptions. Brands are the basis of consumer relationship and bring consumers and marketers closer by developing...

Retail was one of the favorite words until the slowdown occurred. All hopes of making it big were dashed and millions of rupees in investment were washed away. There were big winners and even bigger losers. But at the same time, when there were other burning the tracks with speedy expansion plans, there was one start up in the retail space –which chose a different path with its “mom and me” retail outlet, it not only defied the age old strategy of establishing a name in the retail space through...

Marketing activities, in some companies are divided along functional lines such as advertising, sales, marketing research, product planning, etc. The advertising manager looks after all promotional activities concerned with the company’s products ad services, including, budgeting, creation of ads and their production, media schedules and sales promotions, but excluding sales management.

Under the centralized system the certain basic functions are performed. These include Planning...

An understanding of why people collect information can help advertisers in designing ads that will gain increased attention of the target audience. In general, there are four reasons for attending to different types of information.

Information that may be highly useful for a person, such as advertising messages about products or services that will help people make better purchase decisions. For example, consumers will tend to reduce cognitive dissonance by exposing themselves...

Promotion Planners need a basic of understanding of consumer decision making process and the factors influencing this process. Companies spend large sums of money on advertising and face a major challenge in influencing the purchase behavior of consumers is favorably towards their products or service. While the final goal is to influence the purchase behavior of consumers, most companies realize that purchase behavior of consumers is the end result of a long process of consumer decision-making....