Management

Statistics and Story telling in Marketing Communication Marketing communications carrying statistical information provides insights on the achievement of the product, brand or the company. But the impact of the statistical information reaches the audience or remains mere information which is difficult to recall, whereas stories in the advertisements or any mode of marketing communication has great impact. Research studies show that stories are 22 times more memorable than facts. It is not only the memorability benefit the audience get through stories but also the likability which act as a starting for brand loyalty. Stories are important because they are meaningful, they are meaningful because they are memorable, impactful and create a personal connection to the audience. Statistics helps to understand the message but stories helps to feel the message. 

PGDM II Year Batch 20013-15 Course Title                :            Product and Brand Management Text Book                             :                Strategic Brand Management, Building, Measuring and Managing Brand Equity-Kevin Lane Keller Faculty                  :               Dr.S.Saiganesh , saaigee@yahoo.com , www.saiganeshhosur.blogspot.in Course Description   The aim of the course is to provide a comprehensive understanding of the subjects of brands, brand equity and strategic brand management. It will introduce students to concepts and techniques as well as current thinking on design and implementation of marketing programmes to build strong brands, and sustain them over time in varying product market contexts. The course also provides an overview of the product management function, the role and responsibilities and tasks of a product manager in implementing marketing and brand strategies. Pedagogy   Pedagogy for teaching will be a mix of le

The following are the steps in article review. Read the article several times Write an outline of your opinions Write your review by referring the title and name of the author (review steps) What is the purpose of the article Why is it important to examine the subject of the article Are the methods and comments appropriate Major Findings New knowledge added to the field.

The following topics are current in the area of Marketing and Advertising § Digitally Engaged consumers Gender steriotyping in Advertising Heritage Brands and emotional appeals Family sentiments in Indian Advertisements Advertisement for Children  Gamification and Digital Marketing §   Audience Engagement in Advertising §   Customer Citizenship Behaviour §   Mobile Advertising §   Celebrities in Advertising §   Gap between Message Strategy and Creative Strategy §   Appeals in Advertising (Fear, Sex, Humour) §   Brand Building through Social Media §   Instagram Advertising §   Facebook Advertising and its Effectiveness §   Use of Social Media in CRM §   Retail Branding §   Online shopping Behaviour §   Influence of Music in Commercials §   Brand Extensions and Line Extensions §   Role of Influencers in Decision Making §   Advertisements Avoidance Behaviour §   Impact of Advertisements in Non -Traditional Media §   Client Perception of integra