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 b...

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 § ...

Creative People are especially observant, and they value accurate observation (telling themselves the truth) more than other people do They often express part-truth, but this they do vividly, the part they express is the generally unrecognized; by displacement of access and apparent disproportion in statement they seek to point to the usually unobserved. they see things as others do; but also other do not. They are born with greater brain capacity, they have more ability to hold many ideas at once, and to compare more ideas with one another hence to make a richer synthesis. They are by constitution more vigorous and have available to them an exceptional fund of psychic and physical energy. Their universe is thus more complex and in addition they usually lead more complex lives. They have more contact then most people do with the life of unconscious with fantasy, reveries, the world of imagination

In this Kurl-on ad, the images used depicts what happened to Mahatma in South Africa and he became a freedom fighter. There are three factors which can be learned from this ad.  1. Story telling (South Africa Train incident) 2. Using humor (bouncing)   3. Relevance of the product for the above two factors (story and humor).  We are all fond of stories and a moral in it. The story of Mahatma is known to us, here the seriousness of his story is converted into humour with the brand (product) attached to it, the feature of the product (spring) especially. Brand elements criteria like the memorability and the likeability strengthens the impact of this ad. Humour engages the audience and the ad frees itself from the clutter. Irrelevant use of appeals and celebrity may hurt the image of the brand. Humour appeal and the story told and its relevance to this ad will occupy a space in the minds of the customers.