iOmega Portable Hard Drive
IIPM Programme :- SUPERIOR COURSE CONTENTS
Technical Specification
Portable (External); Capacity: 160 GB; Speed (RPM): 5400
PRICE: Starts at Rs.4,800
WARRANTY: 1 year
The Iomega eGo Portable Hard Drive is a fast and fun notebook hard drive that has an elegantly curved chassis. The egos Drive also packs a lot of storage capability – the 160GB 2.5-inch drive is USB-powered for simple operation, and comes with EMC Retrospect HD software for backups. DropGuard technology protects the drive from accidental damage caused by drops of upto 51 inches so users can carry up to 640,000 photos, over 2,900 hours of music or 240 hours of video with confidence. “Talk files anywhere, in ultra style with Hi-Speed USB 2.0 extremely durable drive travel. The main advantage of this external storage device is that it requires no external power supply,” says Chris Romoser, Senior Director, iOmega.
Marketers’ delight: Glamour and performance make it a hit.
Tester’s note: Pros – Large capacity. Shock resistance. Cons – Dual-headed cable’s ‘Y-section’ short. Chrome retains fingerprints.
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Source : IIPM Editorial, 2008
An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).
For More IIPM Info, Visit below mentioned IIPM articles.
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IIPM INTERNATIONAL - NEW DELHI, GURGAON & NOIDA
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Blackberry Curve 8300
IIPM Programme :- SUPERIOR COURSE CONTENTS
Technical Specification
Screen: 320x240 pixels, 65,000 colours; Camera: 2 Mp; Battery life: Talktime – 4 hrs, standby – 400 hrs; Network: Web browser, GPRS, EDGE; Memory: 64 Mb+microSD memory card slot
PRICE: Rs.24,990
WARRANTY: N.A.
T he Blackberry Curve 8300 can be touted as a consumer oriented hybrid PDA. The handset has been loaded with varied multimedia features and new desktop media management software developed through Roxio’s co-operation. The Curve’s vitals are – 107mm tall, 60mm wide, 15.5mm thick and 111.4g, smaller and about 20g lighter than its previous version, the Blackberry 8800. It also comes with the BlackBerry Maps application and a Bluetooth GPS antenna. The phone is compact, unlike the other bulky PDAs. As a mailing and data device, the trackball is helpful for browsing web-pages. “Our latest product offerings deliver an impressive combination of performance and design,” explains a confident Norm Lo, VP, APAC, Research-In-Motion. The data transfer rates top-out at 2.5G EDGE speeds.
Marketers’ delight: It’s brains and beauty on a platform!
Tester’s note: Pros – Well-built screen and keyboard. High-quality music, video players and converters. Cons – Lacks Wi-Fi, HSDPA support (3G) and third party applications.
For more articles, Click on IIPM Article.
Source : IIPM Editorial, 2008
An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).
For More IIPM Info, Visit below mentioned IIPM articles.
Now IIPM's World-Class Education... for everybody!!
IIPM INTERNATIONAL - NEW DELHI, GURGAON & NOIDA
IIPM - Admission Procedure
IIPM, GURGAON
IIPM : EXECUTIVE EDUCATION
IIPM’s 36th Glorious Year of Academic Excellence
IIPM Ranked No. 1 B-School In Global Exposre - Zee...
4Ps Power Brand Awards 2007
When IIPM comes to education, never compromise
IIPM is A World of Career
Why Study Abroad When IIPM Gives You 3 global Advantages!
IIPM Ranked No. 1 B-School In Global Exposre - Zee...
The Gold standard had inspired absolute faith in currencies. Today, staring at a weak dollar and a tumbling US, we dare ask – was Midas too greedy?
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Once upon a time, the issue was debated not just by policy mandarins & academicians, but even by the ordinary people. Alas, as the world hurtles towards the lowest common denominator when it comes to individual education & social awareness, the Gold Standard is something most students even of economics do not seem familiar with. As for the rest, it raises one big yawn as the debate moves on which star is sleeping with which starlet. There is just one school of thought, the Austrian School, that still strongly believes that a Gold Standard is the best antidote to the kind of reckless speculation that marks contemporary financial markets.
So what exactly is a Gold Standard? Under this system, the currency printed by the Central bank of a country is backed up and guaranteed by the precious metal. In its purest form, a citizen of a nation could go to a back with ten units of the local currency and exchange it for gold. The Gold Standard severely restricts the ability of the Central bank to print currency as and when it feels like. The Gold Standard is also the epitome of laissez faire capitalism, a system that ensures the survival of the fittest.
After the economic convulsions that marked the beginning of the First World War in 1914, Britain which was the most powerful economy of the world at that time, went off the Gold Standard. It went back to the system again in 1926, was unable to sustain it and finally abandoned the Gold Standard in 1931. Even the United States finally went off the Gold Standard in 1933, the last year of the Great Depression, keeping up a pretense till 1972 when the administration of President Richard Nixon finally abandoned the system for good. And thereby ended one of the most enduring characteristics of an economic system.
The end of the Gold Standard also marks the beginning of speculation in financial markets, a massive increase in capital flows across economies and the kind of reckless behaviour that has become the hallmark of post Second War Capitalism. As long as the Gold Standard was in place, there was an automatic check on profligate tendencies of governments & the currency commanded respect and public trust even when nations temporarily suspended the system during wars and other crises. During the American Civil War in the 1860s, the administration of President Abraham Lincoln issued ‘Greenbacks’ to finance the Civil War. Though the Greenbacks were not backed by Gold, all of them were honoured through Gold payments after the end of the Civil War. That kind of gesture ensures that your currency will command global respect.
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Source : IIPM Editorial, 2008
An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).
For More IIPM Info, Visit below mentioned IIPM articles.
IIPM INTERNATIONAL - NEW DELHI, GURGAON & NOIDA
IIPM - Admission Procedure
IIPM, GURGAON
IIPM : EXECUTIVE EDUCATION
IIPM’s 36th Glorious Year of Academic Excellence
IIPM Ranked No. 1 B-School In Global Exposre - Zee...
4Ps Power Brand Awards 2007
When IIPM comes to education, never compromise
IIPM is A World of Career
Why Study Abroad When IIPM Gives You 3 global Advantages!
IIPM Ranked No. 1 B-School In Global Exposre - Zee...
KING JIGME KHESAR NAMGYAL WANGCHUCK - The royal guard
IIPM INTERNATIONAL - NEW DELHI, GURGAON & NOIDA
KING JIGME KHESAR NAMGYAL WANGCHUCK
The royal guard
Situated
in the lap of Himalayas is the serene and picturesque Kingdom of Bhutan. But don’t be shocked if you hear that just until two years ago this exotic and benign country was under the staunch protectionist rule of King Jigme Singye Wangchuck. But then came the welcome change, of his passing on the baton to his son, Crown Prince Jigme Khesar Namgyal Wangchuck on December 9, 2006. At 27, he became one of the world’s youngest kings. The fresh blood of Khesar brought fresh ideologies to the Kingdom. Clearly, the stepping down was the first step in the long-overdue process of the Bhutanese king’s top-down devolution of power and democratizing the country. At the time of handing over the reins, old king said, “I am confident that a very bright future lies ahead for Bhutan with the leadership of a new King and a democratic system of government that is best suited for our country as enshrined under the Constitution. I have every confidence that there will be unprecedented progress and prosperity for our nation in the reign of our fifth King.”True to his words, the fifth Druk Gyalpo quietened his worst critics by ushering in constitutional democracy in the country on March 25, this year; a move which has been applauded by India – the world’s largest democracy. But the Maoist insurgents in Nepal and in the north-eastern part of India were not too happy with this epochal event in this tiny nation, as Bhutan had joined hands with India to curb their acts in the Bhutanese jungles. Now, any hope that these insurgents had of re-starting their operations has been totally foiled.
So where is his contribution to making these coming decades an Indian one? Well, India also plays a key role in Bhutan’s economic development. Close to 90% of Bhutan’s total imports are from India, while exports to India amount to 95% of its total. Surprisingly India, which does not have much of a cordial relation with its neighbouring countries – Pakistan, Nepal, Sri Lanka, Bangladesh – has found an unlikely ally in this tiny Himalayan nation. And now it is up to the young king to make it count in the name of ‘Symbiotic’ advantage.
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Source : IIPM Editorial, 2008
An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).
For More IIPM Info, Visit below mentioned IIPM articles.
IIPM - Admission Procedure
IIPM, GURGAON
IIPM : EXECUTIVE EDUCATION
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IIPM Ranked No. 1 B-School In Global Exposre - Zee...
4Ps Power Brand Awards 2007
When IIPM comes to education, never compromise
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Why Study Abroad When IIPM Gives You 3 global Advantages!
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Defense - The growing economic and social development could be ruined..
IIPM - Admission Procedure
Even the growing economic and social development could be ruined in seconds just because of internal and external threat. With Indian facing various external threats from global terrorist organisation and various internal threats from naxalites, riots et al, it very important not only to secure national border but also the internal borders.
As per the CAG report 2008 for defense service, only 25% of the project work has been completed so far, which was slated to be completed in 2005 and what’s worse the main component of projects i.e. construction of core technical buildings, the procurement of plant and machinery has still not started. In order to let defense work in the most effective way, the project executor must complete at least 75% of the project by year-end. Moreover, the Indian army is facing a shortage of 11,238 officers, while the Indian Air Force is short of 1,565 officers and the navy is short of 1,461 officers. In order to bridge this gap, its important to reduce the shortfall by 75% by the year-end. There should be more of defense training at school and college level. The current strength of the Indian army should be reduced from its current level of 1,414,000 to that of 750000 highly specialised army personnel. These specialised soldiers should be laced with latest equipment, technology and fighting skills. Even the paramilitary force should be reduced to 750000 from 1,089,700 highly specialised personnel with similar advance technology and skills. In order to secure the costal border, Indian navy needs to have 75 warships loaded with latest technology and all fighting equipment. Even countries like China and Pakistan may turn out to be a very big threat in the near future, in order to be prepared for such threats the AirForce should be provided with 75 squadron combat aircraft. All the specialised force should be laced with hi-tech artilleries
For coping up with the internal disturbances, there is need to empower the police officials with latest methods of fighting and latest artilleries. The recent advancement in technology had undoubtedly complicated the style of warfare. The Indian defense force requires a ‘unified battle space’ with extensive exploitation of IT and cyber security along with space based and terrestrial surveillance systems.
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Source : IIPM Editorial, 2008
An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).
For More IIPM Info, Visit below mentioned IIPM articles.
IIPM, GURGAON
IIPM : EXECUTIVE EDUCATION
IIPM’s 36th Glorious Year of Academic Excellence
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4Ps Power Brand Awards 2007
When IIPM comes to education, never compromise
IIPM is A World of Career
Why Study Abroad When IIPM Gives You 3 global Advantages!
IIPM Ranked No. 1 B-School In Global Exposre - Zee...
Fi(a)t for the premium test
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Fiat’s move to offer high-end cars will surely revive its batterred brand image
The sight of the Bravo and the new Fiat 500 at the Auto Expo in New Delhi during January 2008 was indeed refreshing, atleast for an ailing Fiat. Even though the company showed off its regular range, a strong feeling that Fiat is now betting big on recasting itself into an auto major which also caters to the premium auto market demands was evident. Analysts too contend that Fiat is now focusing on resurrecting its market image in the Indian market which has been distorted by its only mid-segment vehicles, inefficient after-sales service and poor reach.
With a fully-owned operation, when Fiat entered the Indian market in 1997, it had a tough task at hand. Apparently, unlike other players entering the market, there was no novelty factor involved with its launches. Though the initial models like the Uno and Siena managed to ring some bells, a product which could demonstrate Fiat’s contemporary appeal remained a far-fetched dream. Also, Fiat’s global car, Palio managed to bring in the much awaited volumes but even that was bogged by after-sales issues. Since sales could never recover even after improved customer interfaces, Fiat understood that its image problem could not be solved by merely launching new models. Today, even though these shortcomings have been rectified to an extent – thanks to the Tata Motors tie-up – sales have not been satisfactory. It is therefore argued that Fiat India, as a company, has perception problems and foraying into the premium Indian car market is a logical strategy.
According to sources, alongwith newer offerings in the mid-segments, Fiat India will also focus on the upper niches. This exercise will give the company a brand appeal and leverage among the masses that are easily influenced by the lifestyle patterns of the rich. A co-branding exercise with subsidiary Ferrari and Alfa Romeo will prove a logical alternative in the operation as well.
Currently, Fiat has chosen the iconic Fiat500 and the sleek Stilo for the task. The products are anticipated to be branded and sold like premium Italian products as a Fiat spokesperson admits, “As per our business plan we will import both the Bravo and the Fiat500 as CBUs. We will start the branding exercise as soon as we launch these cars…” As a start to the plan, the 1.3 MultiJet Palio Stile will be unveiled beginning March 2008, the Fiat500 will come in May 2008, followed by the Bravo in June, the Linea and the Grande Punto in September and December 2008 respectively. Considering a mighty 128% import duty on the vehicles, the company intends to price its new offerings between Rs.1.1 to Rs.2 million. As per market reports, Fiat India will also sell these cars like boutique products rather than normal cars as the spokesperson further adds, “These are premium cars and are for the people in the high end of life. They will be more of collector’s item, celebrity cars.”
Clearly, Fiat India is not ready to let go of a high potential market like India where auto sales are appreciating y-o-y at an incredible 18%. The company’s premium segment entry and the resultant rebranding strategy is sure to get the desired results but a word of caution here: Fiat India should guard against its tendency to take the after sales scenario lightly. Apparently Fiat India is ready to nip the problem at its roots, but it’s still too early to say Bravo!
B&E edit bureau: Karan Mehrishi
Source : IIPM Editorial, 2008 An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).
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Man With The Golden Wheel
IIPM : EXECUTIVE EDUCATION
KARAN MEHRISHI and SACHIN BHAREL draw lessons from Indica’s diesel curve
In January 2007, BBC’s website wrote that “there is no other Indian business conglomerate, which quite dominates the lives of middle-class Indians the way Tata Group does….” The article added that lakhs of urbanites wake up with Tata tea, make early calls on Tata mobile, drive to office in a Tata sedan, and wear Tata watches and Tata shoes. Their younger kids go to school on a Tata bus, elder ones work with the Tata group, which employs 250,000 people, and wives surf channels on Tata Sky.
One may be prompted to say here that this is because the Tata group has been in existence for decades and, for most periods, operated in a protected business environment. But so did many other business groups, and they don’t seem to have this kind of a presence. What works for the Tatas is a single-minded focus on business, spotting opportunities, and offering products and services that click with consumers. They identify the needs, and roll the products out at the cheapest-possible price.
This is definitely true of Tata’s foray in the passenger car segment. B&E finds out how Ratan Tata, Chairman, Tata Group changed the face of Indian roads.
One may be prompted to say here that this is because the Tata group has been in existence for decades and, for most periods, operated in a protected business environment. But so did many other business groups, and they don’t seem to have this kind of a presence. What works for the Tatas is a single-minded focus on business, spotting opportunities, and offering products and services that click with consumers. They identify the needs, and roll the products out at the cheapest-possible price.
This is definitely true of Tata’s foray in the passenger car segment. B&E finds out how Ratan Tata, Chairman, Tata Group changed the face of Indian roads.
Tactic No 1: Pinpoint new opportunities
Prior to the launch of the Indica, Ratan Tata realised that internal factors were compelling him to change Tata Motors’ strategy. Since the market for commercial vehicles wasn’t growing fast, he had to seek volumes elsewhere. The only way he could do it was to venture into the passenger car segment. But then, he could only compete with established players like Maruti Suzuki by offering new propositions to the customer. Tata thought it should be low price and cheap operational costs.
Agrees Ramnath S, Partner, Idfcsski Securities, “Indica became a success because of its pricing and positioning as a diesel car. Since Maruti was only making petrol cars then, Indica was the first of its kind.” For the upwardly-mobile consumer, a ‘sensible’ car is one, which has the lowest operational costs. She understood the dynamics of the volatility in global crude prices. The disparity between petrol and diesel prices in India created an insecurity against petrol cars. For her, Indica was a small car with a difference. It was as cheap as other compact models, and it had a diesel engine, which was cheaper to run.
Says a Tata Motors’ spokesperson, “When Indica was launched, it combined the best of what was offered by competitors. Most importantly, it offered running economy and ‘more car per car’ value. This enabled the Indica to become a breakthrough product in the Indian small car market and, in fact, establish the B segment in India. The positioning strategy was more space, better styling and more economy.” Tata now wants to create the cheapest segment – a $2,500 model. The Rs.1 lakh car may hit the market in 2008. Adds NDTV’s Siddarth Patankar, “There are different audience segments. On Tata’s part, there is a need to build on what the Indica has achieved. Retail outlets will play a key role in the success of the Rs.1 lakh car,” The car’s low buying and maintenance costs created another market – private taxis. “Tourists preferred the Indica as it was cheaper,” adds Ramnath.
Prior to the launch of the Indica, Ratan Tata realised that internal factors were compelling him to change Tata Motors’ strategy. Since the market for commercial vehicles wasn’t growing fast, he had to seek volumes elsewhere. The only way he could do it was to venture into the passenger car segment. But then, he could only compete with established players like Maruti Suzuki by offering new propositions to the customer. Tata thought it should be low price and cheap operational costs.
Agrees Ramnath S, Partner, Idfcsski Securities, “Indica became a success because of its pricing and positioning as a diesel car. Since Maruti was only making petrol cars then, Indica was the first of its kind.” For the upwardly-mobile consumer, a ‘sensible’ car is one, which has the lowest operational costs. She understood the dynamics of the volatility in global crude prices. The disparity between petrol and diesel prices in India created an insecurity against petrol cars. For her, Indica was a small car with a difference. It was as cheap as other compact models, and it had a diesel engine, which was cheaper to run.
Says a Tata Motors’ spokesperson, “When Indica was launched, it combined the best of what was offered by competitors. Most importantly, it offered running economy and ‘more car per car’ value. This enabled the Indica to become a breakthrough product in the Indian small car market and, in fact, establish the B segment in India. The positioning strategy was more space, better styling and more economy.” Tata now wants to create the cheapest segment – a $2,500 model. The Rs.1 lakh car may hit the market in 2008. Adds NDTV’s Siddarth Patankar, “There are different audience segments. On Tata’s part, there is a need to build on what the Indica has achieved. Retail outlets will play a key role in the success of the Rs.1 lakh car,” The car’s low buying and maintenance costs created another market – private taxis. “Tourists preferred the Indica as it was cheaper,” adds Ramnath.
Tactic No 2: Be on the learning curve
The lack of competition in the small diesel car segment helped Tata Motors in another way. It got the space to learn from its mistakes. The evolution of the Indica was based on market feedback, and turned out to be cost effective as developmental costs were spread across a period of time. For instance, the V2 version (launched almost three years after the original) had more than 100 new and improved components. And Tata could do it as competitors failed to launch diesel versions in the compact segment.
However, the real learning curve dated back to 1988, when Tata Motors had decided that it will chase volumes in passenger cars. In that year, the company launched the 207 pick-up. The product led to the entry of other SUVs such as the Sierra, Estate, Safari, and MUVs like Tata Sumo. Many of these models were criticised by auto experts, but the slew of launches helped Tata Motors to research and experiment that enabled it to finally launch the small Indica.
The lack of competition in the small diesel car segment helped Tata Motors in another way. It got the space to learn from its mistakes. The evolution of the Indica was based on market feedback, and turned out to be cost effective as developmental costs were spread across a period of time. For instance, the V2 version (launched almost three years after the original) had more than 100 new and improved components. And Tata could do it as competitors failed to launch diesel versions in the compact segment.
However, the real learning curve dated back to 1988, when Tata Motors had decided that it will chase volumes in passenger cars. In that year, the company launched the 207 pick-up. The product led to the entry of other SUVs such as the Sierra, Estate, Safari, and MUVs like Tata Sumo. Many of these models were criticised by auto experts, but the slew of launches helped Tata Motors to research and experiment that enabled it to finally launch the small Indica.
Tactics No 3: Enhance corporate image
Initially, Tata Motors launched the Indica with a 1495 cc petrol engine as well. Knowing that volumes would be generated by the diesel variant, the petrol model was meant to help the brand to stay within the ‘psychological confines’ of a small car. The consumer had to know that Tata Motors had also built a sophisticated petrol version. It’s a different matter that the Xeta, a small car launched later as a new petrol model, paid the price of being in the shadow of its diesel sibling. Today, Indica is perceived as the ‘only’ diesel car and Xeta just misses the petrol car buyers’ option. The same has happened with the more expensive models like Tata Indigo that Tata Motors has launched; most of them have not done too well in the marketplace. So, Tata doesn’t want to miss another chance to re-establish the high-end and luxurious image of his company. This may be one of the reasons why he has aggressively bid for the Jaguar-Land Rover acquisition. If he manages to grab this deal, it will catapult Tata Motors as a global player, with models across the price and technology spectrum. In one stroke, it will transform Tata Motors from being a maker of indigenous cars to one which makes world-class models that sell in developed markets.
In the next few years, Tata will be a global name to reckon with. It will possess the cheapest-ever model in its arsenal. It may sell Jaguars and Land Rovers. It may become the first-ever Indian firm to disrupt global manufacturing, just like what Infosys and Wipro have done in software services.
Initially, Tata Motors launched the Indica with a 1495 cc petrol engine as well. Knowing that volumes would be generated by the diesel variant, the petrol model was meant to help the brand to stay within the ‘psychological confines’ of a small car. The consumer had to know that Tata Motors had also built a sophisticated petrol version. It’s a different matter that the Xeta, a small car launched later as a new petrol model, paid the price of being in the shadow of its diesel sibling. Today, Indica is perceived as the ‘only’ diesel car and Xeta just misses the petrol car buyers’ option. The same has happened with the more expensive models like Tata Indigo that Tata Motors has launched; most of them have not done too well in the marketplace. So, Tata doesn’t want to miss another chance to re-establish the high-end and luxurious image of his company. This may be one of the reasons why he has aggressively bid for the Jaguar-Land Rover acquisition. If he manages to grab this deal, it will catapult Tata Motors as a global player, with models across the price and technology spectrum. In one stroke, it will transform Tata Motors from being a maker of indigenous cars to one which makes world-class models that sell in developed markets.
In the next few years, Tata will be a global name to reckon with. It will possess the cheapest-ever model in its arsenal. It may sell Jaguars and Land Rovers. It may become the first-ever Indian firm to disrupt global manufacturing, just like what Infosys and Wipro have done in software services.
For more articles, Click on IIPM Article.
Source : IIPM Editorial, 2008
An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).
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The dollar hegemony...
IIPM’s 36th Glorious Year of Academic Excellence
Now dollar to dictate supremacy
World history has seen the use of swords in wars, then embargoes during the Cold War to claim supremacy. Recently, the world has witnessed use of financial institutions (FIs), infact dollar, as a tool to attain or retain supremacy. Inspite of enormous hue and cry about the US’s downfall, dollar kept the US alive. Inspite of national debt of over $9.815 trillion, the US treasury market remains the hottest ever investment destinations. The US’s simple formula ‘flood the world with dollars’ through unlimited import and in return flood the world with dollars and gold’s turmoil, to retain global exchange status has led dollar to replace gold. Share of the dollar increased to 90.4% from 87.3% in 1998 in foreign exchange market and became dominant reserve currency, being over 68% of global reserves in the world. This gave the US immense confidence to rule the world, inspite of its high medicare liability ($30 trillion), high social security liability ($12 trillion). Those who have intellectually positioned their currency over others, have finally superseded others in the race of economic gain. Finance intruments are to be most crucial tool to influence the world and dictate supremacy...
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Source : IIPM Editorial, 2008
An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).
Read these article :-
ZEE BUSINESS BEST B SCHOOL SURVEY
B-schooled in India, Placed Abroad (Print Version)
IIPM in Financial times (Print Version)
IIPM makes business education truly global (Print Version)
The Indian Institute of Planning and Management (IIPM)
IIPM Campus
The Hindu : Education Plus : Honour for IIPM
IIPM ranked No.1 B-School in India, Management News - By ...
IIPM Ranked No1 B-School in India
Moneycontrol >> News >> Press- News >> IIPM ranked No1 B-School in ...
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The Hindu Business Line : IIPM placements hit a high of over 2000 jobs
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India eNews - IIPM Ranked No1 B-School in India
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For more articles, Click on IIPM Article.
Source : IIPM Editorial, 2008
An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).
Read these article :-
ZEE BUSINESS BEST B SCHOOL SURVEY
B-schooled in India, Placed Abroad (Print Version)
IIPM in Financial times (Print Version)
IIPM makes business education truly global (Print Version)
The Indian Institute of Planning and Management (IIPM)
IIPM Campus
The Hindu : Education Plus : Honour for IIPM
IIPM ranked No.1 B-School in India, Management News - By ...
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Moneycontrol >> News >> Press- News >> IIPM ranked No1 B-School in ...
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Welcome to creative-dom!
IIPM Ranked No. 1 B-School In Global Exposre - Zee...
Ramanuj Shastry, Chief Creative Officer, Rediffusion DY&R: Anisha is good at her work and is here to perform. She is a fabulous writer and raises standards. She also has an understanding of brands and their tones. Overall, a tremendous person, with great people skills.
Sagar Mahabaleshwarkar, Chief Creative Officer, Rediffusion DY&R: I have worked with Anisha on a couple of pitches. Apart from her basic understanding of crafts, she is a fantastic team leader. Her basic craftsmanship enables her to understand and write stuff, especially print, with great clarity and lucidity. She is gifted with a great strength to sense what’s good, what’s great and what’s bad.
For more articles, Click on IIPM Article.
Source : IIPM Editorial, 2008
An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).
Read these article :-
ZEE BUSINESS BEST B SCHOOL SURVEY
B-schooled in India, Placed Abroad (Print Version)
IIPM in Financial times (Print Version)
IIPM makes business education truly global (Print Version)
The Indian Institute of Planning and Management (IIPM)
IIPM Campus
For More IIPM Info, Visit below mentioned IIPM articles.
4Ps Power Brand Awards 2007
When IIPM comes to education, never compromise
IIPM, GURGAON
IIPM - Admission Procedure
IIPM is A World of Career
Why Study Abroad When IIPM Gives You 3 global Advantages!
What’s Mirchi’s strategy for radio?
IIPM, GURGAON
Our strategy is to grow the category. We’re already the largest radio operator in terms of revenues and, hopefully, we will become larger than AIR by the end of this year. So, we will be the single largest radio operator. Our market share in the private space will be 45-50%. But that’s just a part of the pride. The real pride will be if we could grow the category and make it a Rs.1,500-2,000 crore category. That’s going to be the single long-term objective for us.
How will you grow radio as a category?
We are working to improve the regulatory framework to ensure that multiple frequency is allowed to broadcasters and there’s release of more frequencies. Also, the Phase III is important – if the government changes the policies and encourages the launch of radio in 50-70 more towns, it will grow the category. The other thing is that if the quality of research is improved and it can become widespread, then the media buying and planning community, and the advertising one will use more radio, which will eventually drive growth. These are some of the efforts that we are making at the moment.
How will you improve the regulatory scenario in the country?
We look at working with AROI and FICCI to ensure improvements in the regulatory framework. There are 4-5 areas that have been identified by broadcasters. There’s the issue of news and current affairs not being allowed on radio. Multiple frequencies need to be allowed to players in any market. And we shouldn’t forget tradability, which implies that if a broadcaster wants to exit a business, he should be allowed to sell his shares to any buyers. There should be release of more frequency in each market. Finally, networking should be allowed, i.e. one should be able to operate a smaller station out of a big one. For example, if I have a station in Pune, and I wish to operate a new one in Sangli from the Pune one, I should be permitted to do it. This saves costs.
In 2007, why has Radio Mirchi not expanded aggressively?
We think that the viability of new stations is under doubt mainly because of several factors. That is why I mentioned that we would like to work with FICCI to clear up these factors. If that happens, we will be keen participants and look at expanding our network in another 30-40 cities.
Do you think radio can become a mainstream medium for advertisers?
Absolutely yes. When I say mainstream, I don’t mean more mainstream than TV and print, but it can easily become the third in our country. When the one lakh car comes, and if millions buy it, more people will listen to radio. When they reach home, they have 30-60 minutes to watch TV, but during the time they spend in cars (and that’s hours in many cases), they listen to radio. The commutes are going to become longer, there will be more cars on the roads, and so more time will be spent on radio. I believe that this year the industry will be around Rs.700 crore; in another 5 years, it can easily go upto Rs.2,500-3,000 crore
For more articles, Click on IIPM Article.
Source : IIPM Editorial, 2008
An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).
Read these article :-
B-schooled in India, Placed Abroad (Print Version)
IIPM in Financial times (Print Version)
IIPM makes business education truly global
The Indian Institute of Planning and Management (IIPM)
IIPM Campus
Of ‘Micro’ strategies and a ‘Macro’ dream
When IIPM comes to education, never compromise
Tata
AIG Life, a joint venture between two behemoths, seeks to provide a brand new look at life by combining pre-eminent leadership position of Tata Group (one of the most respected business conglomerates in India) and AIG’s global presence as a leading insurance and financial services giant. It has been its constant endeavour to let best global practices and presence in every product category reach Indian populace. Commenting on its strategy & philosophy, Philip Hayman, Chief Agency Officer, Tata AIG Life Insurance Co. Ltd. told 4Ps B&M, “We are diligently working towards educating the masses about life insurance and its relevance. We firmly believe that reaching out to people and educating them about the need for insurance will bear fruits in the long run. Our aim is to introduce innovative products and services to meet their needs.” The company also believes that it’s wiser to launch a need-based product rather than duplicating products already available in the market. With micro-insurance (MI) products forming over 65% of its rural offerings, the company plans to have one million MI clients over next five years. Surely, this giant is looking to tread on paths unexplored, but with promises abound. For more articles, Click on IIPM Article.
Source : IIPM Editorial, 2008
An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).
For More IIPM Info, Visit below mentioned IIPM articles.
IIPM, GURGAON
IIPM - Admission Procedure
IIPM is A World of Career
Why Study Abroad When IIPM Gives You 3 global Advantages!
The General Entertainment segment is not growing at all
IIPM is A World of Career
You plan to launch E24 in December 2007. What makes it different?
(smiles) E24
is a snacky, information based entertainment channel. It’s gonna be about people, Bollywood and celebrities. No! Don’t confuse it for another Zoom. In fact, I’d like to call this one a celebrity channel. It will be a keyhole to the lives of Bollywood celebrities. With E24, we will be touching a virgin market. Would you define it as ‘Stardust on television’?
Absolutely! The Stardust/Filmfare reader is our target audience. It’s a GEC targeted at 18+ women, but with no fictionalised drama and soap operas. Our market survey shows that there is immense demand for such a channel. I mean, look at the ad world today. There are more Bollywood celebrities promoting brands, than models. Does that not say something? Not just Indians, people globally are loving Bollywood.
So why not a traditional GEC model - soaps, serials & comedy?
GECs need huge investments. Then there are already well-entrenched players in the segment. I’m not sure that being the 5th or 6th entrant will be a good strategy.
But even in the Hindi news segment, you will possibly come in as the 8th or 9th entrant?
That’s because according to TAM data, in the total TV viewership pie, the only genre that is growing is that of Hindi news channels. On the other hand, the GEC segment per se is not growing at all. In the news segment, the No. 1 player has only about 20% of the market and our strategy is to further clutter and fragment this segment, to our benefit.
Even E-24 will require a heavy dose of investment.
Beyond the existing infrastructure that we already have as a production house, we plan to invest a total of Rs.400 crores for all the channels. We are hopeful of huge synergies in distribution, marketing and ad sales for the four channels, plus we’ll share over 10-15% of our content across channels. Since we have our own platforms, we plan to market all our products innovatively, with a 360 degree approach.
A word for your competition… We have no competition!
For more articles, Click on IIPM Article.
Source : IIPM Editorial, 2008
An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).
For More IIPM Info, Visit below mentioned IIPM articles.
When IIPM comes to education, never compromise
IIPM, GURGAON
IIPM - Admission Procedure
Why Study Abroad When IIPM Gives You 3 global Advantages!
Figuratively yours!?
Now, to cross a milestone, one must at least travel a mile... right? Wrong! Not when you are dealing with the Indian stock market, where you keep running into one milestone after another, and that too in quick succession. The newest mile stone that the NSE & BSE notched up was to announce a market-wide combined turnover crossing the Rs.1 trillion mark. The combined trading volume of cash and derivative segment touched Rs.101,186 crores or close to $26 billion on Thursday July 26, 2007. The cash segment of BSE and NSE recorded turnover of Rs.5,719 crores and Rs.15,472 crores, respectively, while F&O segment posted a record turnover of Rs. 79,995.85 crores. But then as the saying goes, it takes ages to build and minutes to destroy. The panic selling of July 27, 2007, only served to remind how volatile Indian and other emerging markets are. The selling which was primarily induced by fears of slow US growth, wiped out a massive $424 billion in market cap from major Asian markets. Japan topped with a loss of $117.53 billion, followed by Hang Seng $61.67 billion, South Korea $47.17 billion and India $39 billion. So, what about India and its growth story? Well, that remains intact, as analysts are of the view that the sell off was more due to global factors andhad little to do with India’s fundamentals. The above-expectation results posted by heavyweights like State Bank of India and Reliance Industries is testimony to the fact. Small wonder then that ‘corrections’ like these are being lapped up by investors (who missed the bus) to enter blue chips, which were trading at significant premium, till now! Does your cup spilleth over?
For more articles, Click on IIPM Article.
Source : IIPM Editorial, 2008
An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).
For More IIPM Info, Visit below mentioned IIPM articles.
When IIPM comes to education, never compromise
IIPM, GURGAON
IIPM - Admission Procedure
IIPM is A World of Career
Agony of number 3
IIPM - Admission Procedure
Who would understand the agony and irony of sitting pretty at number 3 better than the dragon? The People’s Republic of China is all set to surpass Germany (if all goes well, by the end of this year) and become the third largest economy in the world, after USA and Japan. So, where’s the agony, you ask? Well, here’s why Hu Jintao and team would be buried in anguish. Despite the Chinese economy growing at a mind-blowing 11.9% per annum, as opposed to USA’s tepid 3.2% and Japan’s equally insipid 2.2%; China is way below the economic superpowers in the global sweepstakes. Even Germany, which is growing at 2.7%, is yet to be overpowered by the dragon. Compared to the others (plagued by slow growth), China is growing at breakneck speed, yet lags behind the biggies because of the historical dvantage that an America, Japan or Germany enjoy. And even as Hu Jintao writhes in misery at the inherent unfairness of it all, honchos in corporate boardrooms across the world, sit mulling a similar dilemma. Be it Motorola and Sony Ericsson in handsets; Ford, Nissan and Honda in four-wheelers; Apple and AMD in the field of information technology; across verticals, the story stands true. Market leaders and immediate followers play the one-upmanship game; while the third, fourth and fifth players, despite boasting equal or better growth rates and comparable product quality and marketing initiatives, sit on the fringes, eyeing the coveted crown.
For more articles, Click on IIPM Article.
Source : IIPM Editorial, 2008
An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).
For More IIPM Info, Visit below mentioned IIPM articles.
When IIPM comes to education, never compromise
IIPM, GURGAON
IIPM is A World of Career
Why Study Abroad When IIPM Gives You 3 global Advantages!
M. TAKEDAGAWA...
M. TAKEDAGAWA...
President & CEO, Honda India
A tourist, in love with India...
The Japanese car making giant Honda is currently basking under ‘success’ sun of its City and its recently launched Civic in India... and the man behind Indian scenes is President & CEO Masahiro Takedagawa. A charismatic personality, he was elevated to the top post in April 2005. His jouney with Honda started way back when he joined as Area Manager in Car Retail Operations of Honda Motors, Japan. Soon Uncle Sam’s calling found Takedagawa deputed as Sales & Marketing Division Head at Honda Motors, USA. April 2006 also saw him being promoted as COO of Honda Motors, Japan, which also made him the key man to take charge of Honda in the SW Asia markets. Commenting on the move Takedagawa said, “The move is a clear signal of Honda’s commitment to India, and in fact, the whole of SW Asia region.” Surely, this man is enjoying every bit of what India has to offer & we are loving every bit of what he got on offer! Right?
Source : IIPM Editorial, 2008 An Initiative of IIPM, Malay Chaudhuri and Arindam Chaudhuri (Renowned Management Guru and Economist)
An Indian CEO
But in Rahul is mirrored the flagrantly thundering philosophy surrounding the essence of being an Indian CEO – an individual who strangely of late simply does not believe in giving up, in letting the reins be handed over to the other world, an individual who trusts his own competence, his instincts and his strategic orientation to such an extent that he firmly believes that he can head any Fortune 500 corporation, today, tomorrow, whenever. And the fun of it all is that, we believe he’s bang on right! And the funnier part of it all is that, the world has started believing that too! If you’re an Indian, be proud of your nationality for more reasons than the fact that we’re closing in on the 60th anniversary of Independence... For more articles, Click on IIPM Article.
Source : IIPM Editorial, 2008
An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).
For More IIPM Info, Visit below mentioned IIPM articles.
When IIPM comes to education, never compromise
IIPM, GURGAON
IIPM - Admission Procedure
IIPM is A World of Career
Why Study Abroad When IIPM Gives You 3 global Advantages!
Picture PERFECT !
The primer on advertisement positioning strategies; as you would have never thought it to be! Read on...
In 
the 60s, there was one product that people loved discussing. It was a product whose story was as charming and heart warming as the tale of the “Ugly Duckling”. This was a product, which was discussed by office goers and college kids alike. It was a product that became a cult in America. It became as famous as the band with whom it shared its name. Yes, it was the Volkswagen car: Beetle. The advertisements that Doyle Dane Bernbach produced for Volkswagen in the 60s and 70s changed the face of advertising. They were so honest and simple and charming that they made a German car, which looked like an orthopedic boot, into America’s most loved car. The Bug, as it was popularly called, taught advertising men important lessons. It changed the rules. It changed the culture of advertising. Without a doubt, it was the most admired and influential campaign of early 1960s. The ad campaign proved one simple truth – “A picture is worth a thousand words”. In advertising language, we call it “importance of visuals”. The Beetle was advertised using simple visuals, with catchy slogans. The ads looked clean and uncluttered. The car entered the American market when America was in love with long – rather very long – cars. It was the year when Americans loved chrome, streamlining, annual model changes and horsepower. Here was a car that had none of these – no frills, no glamour. DDB, the ad agency, decided to be honest about it and put it in their ads. It worked! The honest ads made Volkswagen the “honest car”.
If Volkswagen happened to America in the 60s, then a similar thing happened to India at the same time. It was the summer of 1967 when a hoarding of a product went up in Bombay. It was a traffic-stopper, literally. Crowds gathered around it to read it. They loved it. It became the topic of conversation in every social circle. The girl featured in the hording had taken Indians by storm. She was the round eyed, chubby, cute, moppet of Amul butter. The ads, like the product, turned out to be utterly-butterly delicious. Sylvester da Cunha had created magic and shown what a simple picture was capable of doing.
Smart
visuals could also turn a Swedish medicine bottle of the 18th and 19th centuries into a craze. Today, it’s marketed in 126 countries and is the third largest brand of spirits in the world. And the name is “Absolut Vodka”. It’s famous world over because of its long running advertising campaign. The theme of the campaign has been the shape of the bottle. This campaign too showcases the importance of using visuals to capture the attention of the audience. Once again, it is simplicity that is the strongest selling point. Almost all the ads are a combination of two words and one image. These together sell you not just vodka, but also a lifestyle. Today, the ads are considered more as pieces of art to be framed and displayed.
Visuals form a very important part of an advertisement. Pictures have the power to communicate instantly. A good picture saves you the efforts of writing reams and reams of text. Images are very important in shaping our perception of things. No one uses the power of images better than politicians. It is said that the World War II images shown to the public were always heroic, and indirectly helped reinforce popular support for the war. Everyday, we are exposed to hundreds of images. A handful of them stay with us and help us form our perceptions of events, situations and things around us. Those are talented advertising men who use images to communicate an idea. The use of words is reduced to merely drive the point home with a final punch.
If you have the space, always use a photograph or an illustration in your advertisement. Pictures are hugely important to explain an idea. A research done by Bandler and Grinder, the founders of NLP, has shown that around two-thirds of human beings primarily understand the world around them through images. What it means is, if these people don’t see what you say, they will not believe you, however eloquent you may be. Pictures provide them the visual clues to comprehend the information. So whenever possible, use illustrations in your advertisements.
the 60s, there was one product that people loved discussing. It was a product whose story was as charming and heart warming as the tale of the “Ugly Duckling”. This was a product, which was discussed by office goers and college kids alike. It was a product that became a cult in America. It became as famous as the band with whom it shared its name. Yes, it was the Volkswagen car: Beetle. The advertisements that Doyle Dane Bernbach produced for Volkswagen in the 60s and 70s changed the face of advertising. They were so honest and simple and charming that they made a German car, which looked like an orthopedic boot, into America’s most loved car. The Bug, as it was popularly called, taught advertising men important lessons. It changed the rules. It changed the culture of advertising. Without a doubt, it was the most admired and influential campaign of early 1960s. The ad campaign proved one simple truth – “A picture is worth a thousand words”. In advertising language, we call it “importance of visuals”. The Beetle was advertised using simple visuals, with catchy slogans. The ads looked clean and uncluttered. The car entered the American market when America was in love with long – rather very long – cars. It was the year when Americans loved chrome, streamlining, annual model changes and horsepower. Here was a car that had none of these – no frills, no glamour. DDB, the ad agency, decided to be honest about it and put it in their ads. It worked! The honest ads made Volkswagen the “honest car”.If Volkswagen happened to America in the 60s, then a similar thing happened to India at the same time. It was the summer of 1967 when a hoarding of a product went up in Bombay. It was a traffic-stopper, literally. Crowds gathered around it to read it. They loved it. It became the topic of conversation in every social circle. The girl featured in the hording had taken Indians by storm. She was the round eyed, chubby, cute, moppet of Amul butter. The ads, like the product, turned out to be utterly-butterly delicious. Sylvester da Cunha had created magic and shown what a simple picture was capable of doing.
Smart
visuals could also turn a Swedish medicine bottle of the 18th and 19th centuries into a craze. Today, it’s marketed in 126 countries and is the third largest brand of spirits in the world. And the name is “Absolut Vodka”. It’s famous world over because of its long running advertising campaign. The theme of the campaign has been the shape of the bottle. This campaign too showcases the importance of using visuals to capture the attention of the audience. Once again, it is simplicity that is the strongest selling point. Almost all the ads are a combination of two words and one image. These together sell you not just vodka, but also a lifestyle. Today, the ads are considered more as pieces of art to be framed and displayed.Visuals form a very important part of an advertisement. Pictures have the power to communicate instantly. A good picture saves you the efforts of writing reams and reams of text. Images are very important in shaping our perception of things. No one uses the power of images better than politicians. It is said that the World War II images shown to the public were always heroic, and indirectly helped reinforce popular support for the war. Everyday, we are exposed to hundreds of images. A handful of them stay with us and help us form our perceptions of events, situations and things around us. Those are talented advertising men who use images to communicate an idea. The use of words is reduced to merely drive the point home with a final punch.
If you have the space, always use a photograph or an illustration in your advertisement. Pictures are hugely important to explain an idea. A research done by Bandler and Grinder, the founders of NLP, has shown that around two-thirds of human beings primarily understand the world around them through images. What it means is, if these people don’t see what you say, they will not believe you, however eloquent you may be. Pictures provide them the visual clues to comprehend the information. So whenever possible, use illustrations in your advertisements.
Simple rules that work
1. Have an idea
Yes,
it sounds so basic, but it is the most important aspect of making good illustrations. An illustration is not about great photographs. It’s about fitting photos into a winning idea. Once you have a theme, photos can be worked into it. So don’t start with a great photograph, but with a comprehensively great idea.
2. Make them curious
The photograph should make people stop. Remember, you have about 15 seconds to stop the reader from turning the page. So grab his attention in that time. Use a photograph, or an illustration, which makes him want to hold on for a second and gets him thinking. The advertisement for “Hathaway Shirts” did just that. While almost all advertisements of shirts used a handsome man to sell their brand, Hathaway used a man with an eye-patch! He was not exactly handsome, but he looked rich and arrogant. The question that crossed everyone’s mind was why did he have an eye-patch? That’s what gave a twist to the tale. It made you curious to stop and read. It added the “story appeal” to the picture.
3. Keep it simple
Do not clutter your advertisement. Use one strong idea to sell your product and do it as simply as possible. This way, the impact is much more and chances of people remembering the message are higher.
4. Show “before – and – after”
Research has proved time and time again that showing illustrations of “before using the product” and “after using the product” always work. They help build the confidence of the reader, for he sees the results for himself. So, whenever possible, show the benefits of using the product. It will always catch the attention of the audience. So many slimming centers and cosmetic surgeons have used them. The two ‘before’ & ‘after’ visuals are more powerful than lines of testimonials by satisfied customers, or lines of text describing the goodness of the product. They work. Use them!
5. The headline & illustration should work together
If you can do this, you can charm your audience. The illustration and the words should complement each other. There are advertisements where, if you read the headline separately, it means one thing; and if you see the illustration separately, it portrays something different. However, when they are combined, there is a third meaning that comes out. Those who can do this, understand the power of print advertising. You need to follow a simple rule: “Never say everything, never show everything.” If you show it, don’t say it; and if you say it, don’t show it. So when you put them both together, it’s explosive. All great campaigns have been cases of a perfect fit between headline and illustration.
Oliviero
Toscani believed in the power of the visual. He used four words and one photograph to promote his brand and give it an iconic status. The words were the same all through the campaign; the photograph however kept changing. Sometimes, he showed multi-colored dead leaves floating on the surface of an oil spill; and some other times, he showed ethnically varied faces. A black child sleeping among a pile of white teddy bears; a little black hand on a big white hand; all these pictures played with colours – sometimes just black and white, and sometimes more. And the words Oliver used? As you must have guessed – “United Colors of Benetton”. The words and the visuals together gave a different message, which said: all colors are equal, just as all men are. It is this clever use of pictures, which changed the context of the brand name. United Colors of Benetton didn’t just represent a line of clothing, it now stood for universal brotherhood, for solidarity, for peace. Suddenly it was a brand with a mission. This was more fun than just showing fashion photographs. This was new, it was simple, it was understood by all and it worked! Once again in the 80s, people talked and discussed Benetton ads. Once again the cash registers started ringing, as another brand was successfully launched by a creative ad campaign.
“Just do it”. On its own, this line could have different connotations; yet on a Nike ad, they take on a completely different meaning. On similar lines is their next ad, “Test your faith daily”. On its own, these words would mean different things to different people. In combination with the photograph, the interpretations change. These ads involve you and make you think. They are a perfect blend of text and visual.
1. Have an idea
Yes,
it sounds so basic, but it is the most important aspect of making good illustrations. An illustration is not about great photographs. It’s about fitting photos into a winning idea. Once you have a theme, photos can be worked into it. So don’t start with a great photograph, but with a comprehensively great idea.2. Make them curious
The photograph should make people stop. Remember, you have about 15 seconds to stop the reader from turning the page. So grab his attention in that time. Use a photograph, or an illustration, which makes him want to hold on for a second and gets him thinking. The advertisement for “Hathaway Shirts” did just that. While almost all advertisements of shirts used a handsome man to sell their brand, Hathaway used a man with an eye-patch! He was not exactly handsome, but he looked rich and arrogant. The question that crossed everyone’s mind was why did he have an eye-patch? That’s what gave a twist to the tale. It made you curious to stop and read. It added the “story appeal” to the picture.
3. Keep it simple
Do not clutter your advertisement. Use one strong idea to sell your product and do it as simply as possible. This way, the impact is much more and chances of people remembering the message are higher.
4. Show “before – and – after”
Research has proved time and time again that showing illustrations of “before using the product” and “after using the product” always work. They help build the confidence of the reader, for he sees the results for himself. So, whenever possible, show the benefits of using the product. It will always catch the attention of the audience. So many slimming centers and cosmetic surgeons have used them. The two ‘before’ & ‘after’ visuals are more powerful than lines of testimonials by satisfied customers, or lines of text describing the goodness of the product. They work. Use them!
5. The headline & illustration should work together
If you can do this, you can charm your audience. The illustration and the words should complement each other. There are advertisements where, if you read the headline separately, it means one thing; and if you see the illustration separately, it portrays something different. However, when they are combined, there is a third meaning that comes out. Those who can do this, understand the power of print advertising. You need to follow a simple rule: “Never say everything, never show everything.” If you show it, don’t say it; and if you say it, don’t show it. So when you put them both together, it’s explosive. All great campaigns have been cases of a perfect fit between headline and illustration.
Oliviero
Toscani believed in the power of the visual. He used four words and one photograph to promote his brand and give it an iconic status. The words were the same all through the campaign; the photograph however kept changing. Sometimes, he showed multi-colored dead leaves floating on the surface of an oil spill; and some other times, he showed ethnically varied faces. A black child sleeping among a pile of white teddy bears; a little black hand on a big white hand; all these pictures played with colours – sometimes just black and white, and sometimes more. And the words Oliver used? As you must have guessed – “United Colors of Benetton”. The words and the visuals together gave a different message, which said: all colors are equal, just as all men are. It is this clever use of pictures, which changed the context of the brand name. United Colors of Benetton didn’t just represent a line of clothing, it now stood for universal brotherhood, for solidarity, for peace. Suddenly it was a brand with a mission. This was more fun than just showing fashion photographs. This was new, it was simple, it was understood by all and it worked! Once again in the 80s, people talked and discussed Benetton ads. Once again the cash registers started ringing, as another brand was successfully launched by a creative ad campaign.“Just do it”. On its own, this line could have different connotations; yet on a Nike ad, they take on a completely different meaning. On similar lines is their next ad, “Test your faith daily”. On its own, these words would mean different things to different people. In combination with the photograph, the interpretations change. These ads involve you and make you think. They are a perfect blend of text and visual.
Wills
cigarettes used an intelligent punch line, which gave their campaign longevity. The “Made for each other” tag line combined perfectly with the visual of a couple perfectly matched for each other. It was the perfect marriage of picture and words. No wonder the campaign ran unchanged for so many years. The theme was always the same; all that changed was the photograph of the perfect couple. It kept pace with changing times. If you can strike this balance, you strike gold.
All these successful campaigns had one thing in common – that is, a great idea – which was capable of being expressed in so many different ways. No wonder the campaigns sustained for so long. As in the real world, so too in the advertising world, a perfect marriage is difficult to find. However, that is what is the secret of happiness and success. Try these methods, and you could be sporting a smile, which would be picture perfect!
cigarettes used an intelligent punch line, which gave their campaign longevity. The “Made for each other” tag line combined perfectly with the visual of a couple perfectly matched for each other. It was the perfect marriage of picture and words. No wonder the campaign ran unchanged for so many years. The theme was always the same; all that changed was the photograph of the perfect couple. It kept pace with changing times. If you can strike this balance, you strike gold.All these successful campaigns had one thing in common – that is, a great idea – which was capable of being expressed in so many different ways. No wonder the campaigns sustained for so long. As in the real world, so too in the advertising world, a perfect marriage is difficult to find. However, that is what is the secret of happiness and success. Try these methods, and you could be sporting a smile, which would be picture perfect!
Copyright © : Rajita Chaudhuri and Planman Media.
An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).