USING DATA TO MEASURE THE PERFORMANCE OF A BRAND

To a Marketing Person, a Brand is something which needs to be differentiated in the Consumer’s mind so that it is purchased. To the shareholder or to the CFO, a Brand is an asset which yields continuous cash flows when people keep buying it.

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The Product Life Cycle - By Prof. Govindrajan

It’s called the Product Life Cycle (PLC). The graph seems innocuous. You cannot be blamed for wondering as to whether this was of any practical use. Actually, this is something which can be of great help in planning for a brand.

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Careers in Advertising and Marketing Communications - Part 3 - By Eswara VAN Sharma

In order for all this communication to actually reach the consumer, it has to be disseminated through media. This media needs to be bought basis the markets the client wants to reach, the particular target audience (male or female, youth or senior citizens, etc.) and their media habits (what they read, watch, follow and where and when and which media brands or channels, etc.)

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Careers in Advertising and Marketing Communications - Part 2 - By Eswara VAN Sharma

Let us say you have decided to join an advertising agency as a Management Trainee or Account Executive. You will be a part of a team of account management people (sometimes also called Client Servicing) who deal with one or more Clients. A client is simply a company (ranging from a partnership firm or a small business to a large corporate house) who has hired your agency as their communications partner.

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Careers in Advertising and Marketing Communications - Part 1 - By Eswara VAN Sharma

If you’ve been following this blog or your professors closely (as you should have been!) your classroom learning would have been supplemented by perspectives on a career in marketing, about consumers, customers, media, a career in FMCG sales and what happens in market research.

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A Career in FMCG Sales - By Partha Chakrabartty

As you read this, you can count on me to be able to put myself in the shoes of a B-school student. I can picture myself sitting on those hard plastic chairs, waiting to be told what to expect from one company or another. And distrusting most of it, because, let’s face it, companies are advertising themselves in PPTs. You can also count on me to remember, keenly, the difference between what people expect from a marketing job in India, and what they confront at the start of their careers.

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A Career in Marketing - Phase 3

Now, we shift our attention to the Medium. We need a Medium to reach the message to our potential customers. Hence, we need to look at all media which attracts “eyeballs”. Till 1982, there were only four media available. (1) Print (which includes magazines as well as newspapers). (2) Radio (which involves the ear and not the eye, but never mind!). (3) Cinema (shown before the film starts with other trailers)

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