Management

Creativity without product quality will lead to negative publicity of the brand. In the process of creative ads, the ad maker has to meticulously understand the in and out of products and processes to connect it to the Marketing Communication. Keeping the product's quality as the base, creativity in communication has to be built. Creative advertisements bring the customer's to the shop, but product speaks to the  customer's in long run in the form of quality. The following steps can be considered in advertisement to avoid the above said problem. Don't over-promise Avoid exaggeration Ensure Creativity is supported by Quality Don't trust only advertising, trust VALUE OFFERED to customers Don't let creativity overtaking reality

PGDM I Year Batch 2014-16 Course Title               :           Principles of Management Text Book                             :                Management, Stephen P. Robbins, Mary Coulter Faculty                                  :               Dr.S.Saiganesh , saaigee@yahoo.com , www.saiganeshhosur.blogspot.in Course Description The aim of the course is to provide comprehensive understanding of the major functions of management. Emphasis is on planning, organizing, leading and controlling. Upon completion, students should be able to work as contributing members of a team utilizing these functions of management. The principles are relevant to any type of organization or group, empowering the student to lead others, negotiate, embrace change and better understand the role of business in society. Pedagogy Pedagogy for teaching will be a mix of lectures, class discussions; in-class exercises, video presentations, article reviews and case analyses. Emphasis will b

Courtesy: World Economic Forum

Nancy D.Albers and Marla Royne Stafford in their article "International Services Advertising: An examination of Various appeals" discussed about 14 rational appeals and 9 Emotional appeals. They are as follows Rational Appeals Cheap Convenient Durable Effective Health Independence Modern Natural Neat Productivity Safety Trend Technological Wisdom Emotional Appeals Adventure Affiliation Casual Community Dear Distinctive Enjoyment Family Frail Emotional appeals play a crucial role in Indian setup. Pollay has listed 42 advertising appeals in his study. A few of the emotional appeals are given below. Freedom Humility Magic Maturity Modesty Morality Nurturance Ornamental Plain Popular Relaxation Self-Respect Sexuality Status Succorance Traditional Untamed Vain Youth Most of the appeals are untapped by the Admen. Only Fear, Sex and Humour are widely used in Indian Ads. I express my views on emotional appeals one by one wi

PGDM II Year Batch 20013-15 Course Title               :           International Marketing Text Book                   :           Global Marketing - Prentice Hall - Warren J. Keegan / Mark C. Green Faculty                       :           Dr.S.Saiganesh Course Description This course examines the impact of economic, cultural, political, legal and other environmental influences on international marketing. Within this context, how to identify and analyze worldwide marketing opportunities, and examine product, pricing, distribution and promotion strategies are also discussed. Pedagogy Pedagogy for teaching will be a mix of lectures, class discussions; in-class exercises, video presentations, article reviews and case analyses. Emphasis will be on concept learning and case analysis.   Evaluation Scheme (During the term Assessment) Midterm Examination – 40 %  - Attendance – 10% -  Assignments – 10% - Case Discussion / Case  presentations – 20% -  Individual /

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