Management

The only real way to grow sales and profits is to create innovative offerings that have some “must haves” that define new categories or subcategories for which competitors are not relevant. The goal is not only to find and successfully introduce such offerings, but to create barriers that inhibit or prevent competitors from entering and becoming serious customer options. The firms that have enjoyed years or even decades of life with no or weak competitors have created such barriers. Here are some twelve routes to real barriers — the last six of which involve the brand. I would be interested in examples of others. • Proprietary technology. Diamond’s (formerly P&G’s) Pringles, Prius’ Hybrid Synergy Drive, and Dreyer’s Slow Churned Ice Cream all have technologies not easily copied. • On-going innovation. Becoming a moving target as Apple did by following the iPod with products like the nano, shuffle, and iTouch, and Gillette did with razors from the Trac II to the Fusion ProGlide.

"Endhiran' had a remarkable response from its audience. Earlier movies attract audience for 25 weeks and ROI is awaited till that. In case of Enthiran in 10 days (approximately)the investment is converted into profit. What are the tricks used in the movie? can the same tricks can be applied in ads to sell the products for the advertisers. Let me state the reasons for the success of Enthiran * Rajinikanth - The matinee idol of Tamilnadu * Technology (Animation & Graphics) * Strong story line * Entertainment appeals * Mass Appeal * Buzz created by Producers and Fans and many Can these strategies be applied in Ads The hero which has a very strong brand image in the region. Therefore a strong brand image of the product determines ad's success. The hero of the movie has all features (heroism, comedy)which suits the tastes of the audience. Only an ad backed up by a quality product can give 100% or more success. Only by gimmicks ads will not sell products. A good st

Various appeals are used in advertisements to grab the attention of the audience. Projecting the convenience in buying and using the products can also be an appeal in advertisements. I can name that as 'convenience appeal'. What it is? what is the convenience a customer get in buying that product. this appeal can be used in comparative advertisements, ads for services etc. In the process of communication, an audience member is easily persuaded if the message has the solution for the question, "what is in it for me?". Generally advertisements talk about the product features which has become a regular portion in ads, to distinct their ads from the clutter, convenience can be identified in the selling process and can be projected in ads.

The role of ad likability in predicting an ad's campaign performance.(Table)(Report) Journal of Advertising| June 22, 2008 | Bergkvist, Lars; Rossiter, John R. Bergkvist et al said "Ad likability, which measures how much the consumer likes or dislikes the ad, has emerged as one of the most important copy-test measures that advertisers use to decide whether to approve the ad for a campaign" Advertisers in India give importance to create likeable ads. in my opinion, academiciams and students who are into advertising show less interest in testing the likeability items. like customized marketing efforts Ads can also be customized as per the needs of the audience. The first step in AIDA model indication the importance of getting the attention of the audience. Once they are attrated audience, the task of converting them into Customer will become easy. What do they like really is the vital question here? Audience to a movie don't say to the movie directors about their

Cognitive Dissonance (CD) is an uncomfortable feeling caused by two confounding ideas. As a consumer an individual is optimistic about his decision (in purchasing a product or service). when there is an inconsistency in the opinions or beliefs or behaviours, CD occurs. He confirms his decision with others or with the media messages. When he feels he is incorrect in his decision or behaviour in the buying process, his consonance is getting disturbed and enters into 'cognitive dissonance'. The so called objectives of advertising viz. Informing, Persuading and Reminding should have a strategy in its message to take care of reducing or eliminating dissonance. The message strategies in advertising to reduce cognitive dissonance is applicable in pre-purchase stage and post-purchase stage. When a consumer feels the brand already decided by him is not delivering the expected benefits and when there is dilemma to go for other competitive brand, he is dissonant about his belief. Th

Creativity enables the ad creator to arrest the attention of the audience. How can creativity be "defined" in case of ad making. Is it possible to define it. What is the comprehensive definition of creativity in ads. Is creativity a science or art. If it is science what formulae decide the success of creative ads. if it is an art how it can be executed to win the hearts of the audience. is creativity to make TV ads is same as the creativity to make Print ads. These are the few questions which can give a picture of creativity. These questions will be addressed one by one.answers.com defines creativity as the ability to produce something new through imaginative skill, whether a new solution to a problem, a new method or device, or a new artistic object or form. Is new things are creative according to this definition, is giving solution to a problem is creativity. Therefore any definition to creativity cannot be comprehensive or authoritative. Anyone's or everyone's vie