Management

Anthropomorphic Marketing Attributing human characteristics or human emotions to animals or any objects is called anthropomorphism. Anthropomorphism is used in storytelling; to tell the stories to children in ancient India. Anthropomorphic characters are very popular in Hollywood movies. Even Indian movies have adapted anthropomorphism. Children show interest in watching the inanimate objects or animals talking to the audience or to each other. The term ‘anthropomorphism’ was coined in the mid-1700s. Human characteristics/emotions/ nature are attributed to animals, materials, toys and any non-living things. Characters from stories like Alice in wonderland, toy story are examples of Anthropomorphism. Panchatantra, an ancient collection of Indian fable composed around 3 rd century incorporated anthropomorphism. Panchatantra narrates the stories with the help of animals like lion, bull, dove etc. India has the roots of using anthropomorphism in shaping the children and the society...

Marketing Communication through Social Media Abstract People interact and exchange information in virtual communities and networks called social media which is different from traditional media. Internet users and social media users are increasing not only in India but worldwide.  This is a huge opportunity for marketers to connect with customers effectively. Initially social media were used only by business to business companies, but present scenario confirms that consumers validate the opinions of other customers through social media before they go for any purchase. Customers use social media not only for consumption of information about the products but also for interaction. They spread both positive and negative word of mouth using the interactive media. In fact they express their feelings and emotions to others who are online which has a high degree of credibility. Companies should give importance for these interactions and they can encourage the customers to spread po...