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    The marksman march 2012 The marksman march 2012 Document Transcript

    • The MARKSMANK J SOMAIYA INSTITUTE OF MANAGEMENT STUDIES & RESEARCH VOL. 2| ISSUE X| MARCH‘12 COVER STORY >> Page 6 WHEN FANS ATTACK- DIGITAL MARKETING IS INNOVATIONS IN HOW COMPANIES CHANGING THE FACE OF PROMOTION AND HANDLE CRISES ON CONVENTIONAL MARKETING OF FACEBOOK MARKETING MOVIES >> Page 15 >> Page 17 >> Page 13
    • EDITOR’S DESK Dear Readers, “There was a time when the risk it took to blossom was more painful than the risk it took to remain tight in the bud”, said Anais Nin, totally unaware of the power a woman would possess in the 21st century and how well the marketers are going to use it. Welcome to the brand new edition of the Marksman with the cover story ‘Women Centric Marketing’. As a marketing magazine, we not only intend to work to analyze brand and brand values, but also, to enrich your knowledge of the brands. In this edition, we bring to you a special story ‘Color Me!!’ which would tell you about colors of brands, like, Why McDonalds is yellow? Our featured articles of the month delve into ‘the techniques companies use to handle crisis when fans attack on Facebook’. And a few insights on ‘Digital marketing changing the face of conventional marketing’. And to lighten you a bit, this edition would make you come face to face with the ‘Innovations in promotion and marketing of movies’. And off course, all that keeps you waiting, our regulars, Squarehead, Bookworm, Tweets, Its all about AD-itude and ‘Brand Markive’, bringing to you all that you did not know about your favorite brands. So pick up that coffee mug and scroll through your favorite Marksman and don’t forget to fill in the ‘Buzz’. “You know youve read a good book when you turn the last page and feel a little as if you have lost a friend. “ ~Paul Sweeney We will be back with our cool summer edition in June.. Cheers !! Team – Marksman The Interface – The Marketing Club of SIMSR01 MARCH 2012
    • CONTENTS It’s all COVER STORY TWEETS about AD-itude! 03 05 Brand Bookworm MARK ive 04 19 WOMEN CENTRIC SPECIAL STORY MARKETING 06 FEATURED ARTICLES INNOVATIONS IN PROMOTION AND MARKETING OF MOVIES …13 COLOR ME! 10 WHEN FANS ATTACK – HOW COMPANIES HANDLE CRISES ON FACEBOOK …15 SquAreheaD BUZZ DIGITAL MARKETING IS CHANGING THE FACE OF CONVENTIONAL 20 21 MARKETING …17THE MARKSMAN 02
    • TWEETS Revlon prepares new storytelling ad strategy Revlon will unveil a fresh UK ad strategy next month, bringing together marketing for its products into a single campaign for the first time. Coke launches first new bottle size in almost 20 years Coca-Cola is launching a pocket-sized bottle across its three cola brands this spring, marking the first bottle launch since its 500ml bottles went on sale in 1993 Micromax unveils new logo during India- Pakistan game Micromax unveiled a new logo during Indias victory over Pakistan on 18 March 2012 at the Asia Cup. The new punch logo has been developed through a crowd sourcing exercise. Jyothy Laboratories moves Henkel media mandate Jyothy Laboratories Ltd (JLL) has split the media mandate for Henkel between two agencies. While Lintas Media Group (LMG) has been assigned the media buying part of the business, DDB Mudra Max will handle the media planning.03 MARCH 2012
    • Brand MARK ive button. Google’s famous homepage “Doodles” are well known and enjoyed by millions around the world as a way to mark an event or anniversary. The very firstGoogle began in January 1996 as a research Google Doodle was designed as a kind ofproject by Larry Page and Sergey Brin when “out of office” message in the honor of Burningthey were both PhD students at Stanford University Man Festival of 1998. As of 14 February 2011,in California. The two theorized about a system that Googles own gallery features 1002 logos.analyzed the relationships between websites and The Google storage from way back in 1996 wasthey called this new technology Page Rank. made from LEGO and the reason for the LEGOPage and Brin originally nicknamed their new search construction was that the Google guys neededengine "BackRub", because the system checked an easily expandable, and cheap way to housebacklinks to estimate the importance of a site. After 104 GB hard drives, and LEGO fit the bill. Googlesome brainstorming, they went with Google—a play processes 24 Petabyte of information daily.on the word “googol,” a mathematical term for the Googles headquarters in Mountain View,number represented by the numeral 1 followed by California is referred to as "the Googleplex", a100 zeros. The use of the term reflects their mission play on words on the number googolplex and theto organize a seemingly infinite amount of headquarters itself being a complex of buildingsinformation on the web. and has a gigantic T-Rex skeleton — nicknamedGoogle’s first logo was created by Sergey Brin, after “Stan” after a “real” dino found nearby.he learnt to use the free graphic Software called Google has a world-class staff of more thanGIMP, and later an exclamation mark mimicking the 2,668 employees known as Googlers. NewYahoo! logo was added. The current logo is employees are called "Nooglers," and are given adesigned by Ruth Kedar. The prime reason the propeller beanie hat to wear at their first Friday.Google home page is so bare is due to the fact that On Fortune magazines list of best companies tothe founders didn’t know HTML and just wanted a work for, Google ranked first in 2007, 2008 andquick interface. 2012 and fourth in 2009 and 2010. GooglesThe biggest break in search came when Google corporate philosophy embodies such casualintroduced their improved spell checker seen as principles as "you can make money without“Did you mean ? ”.This feature doubled their traffic doing evil," "you can be serious without a suit,"and soon the developers discovered that the ideal and "work should be challenging and theplacement was at the bottom of the search results. challenge should be fun."The infamous “I’m feeling lucky” button is nearly Google rents out goats. Yes you read that right. Itnever used. However, in trials it was found that rents goats from a company called Californiaremoving it would somehow reduce the Google Grazing to help cut down the amount of weedsexperience. Users wanted it kept. It was a comfort and brush at Google HQ.THE MARKSMAN 04
    • It’s all about AD-itude! PRINT AD TVC Company: MTR Company: Indian Premier League (5th Season) Ad Agency: Ogilvy and Mather Ad Agency: Ogilvy India Pvt Ltd. Filmed by : Bang Bang Films MTR markets its new range of spicy pickles by using cartoons characters The Indian Premier League, one of the most with a dash of humor. It uses the entertaining formats of cricket is back with a bang. caption “So spicy. You’ll run out of Nothing else can represent the IPL better than an tears” brilliantly for situations where equally colorful carnival that is full of joy and the concept of spice usually attributed celebration. The ad of the fifth season of IPL ad to fire and smoke, could be brought in. takes creativity to a new height depicting the vigor The campaign brings a different and energy it epitomizes. dimension to the heat of the Indian It starts with two kids succumbing to the offer to pickle. visit an amusement park by a man in hat. The kids The ads depict one chef cutting onions, explore the various rides which are inspired by a family watching an emotional scene, cricketers and their styles. Some of the rides and a criminal being tortured by police and games include Gilli funda, slinga malinga, Dhoni finally a rally amidst of tear gas. In all dhamaal, Warrior dada, Pathan Pounder, Sanga the circumstances there is a Sizzle, Vettori Twirler, Viru Whammer, Master protagonist who unlike the others Blaster and Dravid Wall.The background music “Eena doesn’t shed tears. The whole idea Meena Deeka” adds the icing to the cake and behind the campaign is quite simple maintains the energy level. The ad ends with a and the blend of humor for the simple yet superb punch line by the stranger “Yeh cartoon characters tries to grab the IPL Hai boss”. attention of the people but whether The sizzling 1-minute ad is sure to capture your the over emphasis on spiciness strikes attention and comes with a breeze of freshness and the right chords or not is something never-seen-before visualization and concept. we have wait and watch.05 MARCH 2012
    • COV According to a recent BCG Report, women control almost two-thirds of the Global Consumer Spending. It is hence safe to conclude that women have the last word in spending decisionsE pertaining to a very large number of product categories. This revolution has been brought about due to increased access to education, increased success of women as executives andR entrepreneurs, higher earnings and better ways to nurture themselves. MEN VS WOMEN The Spiral PathS Marti Barletta, an expert in Marketing to Women introduces the concept of the Spiral Path that womenT follow while shopping. Women spiral through each phase of the decision making process and may re-visit theO previous stages if they need more information. Marketers should identify the stages in the purchasing process thatR have the maximum impact for increasing their business Men and women have very and concentrate their marketing on those stages ratherY than spending over the entire decision making process. different approaches shopping. While men mostly to If the brand benefits most from a focus on Activation, then shop to fulfil a necessity, for the company invest in consumer education about the women, shopping is an product. If the most important goal is Retention then the experience. company should invest in loyalty building programs.THE MARKSMAN 06
    • COVER STORYCompleting the “look”When women shop, it is not an isolated purchase.It is to complete an overall “look”. Marketers needto device strategies to help her easily find theremaining missing pieces to complete the look.In departmental stores, while mens apparel isorganized by type (shirts, jackets, slacks, etc.),womens apparel is organized by outfits, that is, anensemble of say, a dress paired with a matchingpurse, scarf and shoes. So women who come inintending to buy a new blouse generally leave witha matching purse and earrings! revolves around the concept of the “Real Woman”. Real women have flaws, they have curves, they have problems. They are not perfect. Over the years, Dove’s communication strategy to women has been that it is okay to have flaws because that’s what makes them human. The Dove “Evolution of Beauty” Campaign breaks the myth of unattainable beauty by showing how photographs seen in magazines and billboards are transformed using Photoshop. Dove’s Beauty Pressure campaign depicts how women from a very ripe age are exposed to unbearably high standards of beautyWOM spreads much faster among women that society has imposed on them. Doves’ Pro-The content of conversation between women and Age Campaign says that there is no age limit forthat between men are markedly different. Men looking beautiful.prefer to talk about impersonal things and havevery limited conversation about personalexperiences as they are not as interested in theintimate details of each others’ lives as women are.Women talk in great detail about the experiencethey have had with a product or service and hencetend to pass on their experiences much more thanmen.THE DOVE CONNECT Dove is a brand that really understands women.Dove has championed the art of marketing to It has worked actively to increase the selfwomen. It has consciously kept away from esteem and the self worth of women and hasgorgeous A-list models who have unrealistically created a very strong bond with them.beautiful skin and perfect bodies and instead,07 MARCH 2012
    • COVER STORY Axe’s ANARCHY Axe, which has always been a testosterone driven company, introduced a new fragrance for women called Anarchy in January 2012. This new product is available in a male and a female variant. The new ad campaigns feature not only exceptionally attractive women, but also male models who have featured in GQ and the tagline reads “Unleash the Chaos”. Barret Roberts, the senior brand manager at Axe said that over the years, they have been getting feedback from women asking for their very own fragrance of Axe. Statistical results show that whereas body spray is used by only about 17% of American men, it is used by about 47% of American women. This, coupled with the fact that a quarter of the 2.3 million Facebook “Likes” are of women, makes it clear why Axe chose to go this way. However, the Anarchy women’s body spray is being released in “Limited Edition”. Whether Axe will sustain the product in the future will depend on its sales. No “ME time” Della! Woman’s Horlicks In an attempt to engage its female customers, Dell launched struck an emotional a website called “Della” in 2009. It was aimed at catering to chord with women the technology related needs of women and to showcase because it had those products that women would find appealing. However, touched upon the this website failed to receive a positive response and instead fact that women’s was criticized on various grounds. The website had a section lives are dedicated in on “High Tech Tips” which included calorie counting, finding nurturing the recipes, and watching cooking videos. Users deemed this as environment and the ridiculous and condescending, accusing Dell of encouraging people around them gender stereotypes. Dell products that were featured on the and they don’t get to site seemed more like an ad for a purse rather than a laptop. have any “Me Time”. They work really hard therefore need special nourishment. Horlicks not only nourishes her body but also her sentiments. Similarly, Kellogg’s Special K is for women who also don’t get to spend much time on Even though Dell made a sincere effort to get women more themselves but they connected to the Dell Brand, it failed miserably in not just want to stay understanding what women want. Many companies have fit but also want to committed grave mistakes while trying to connect with look good. women.THE MARKSMAN 08
    • COVER STORY 6 DEADLY SINS OF MARKETING TO WOMENConsidering women to be personalities. Fora niche segment example, the Zoo zooWomen control nearly two- campaign by Vodafonethirds of the Global featured animatedConsumer Spending. characters whichConsidering them to be a reproduced real lifeniche would be foolish on situations and became athe part of a marketer. Not huge hit with femaleonly do women have the audiences.final say in the purchase offamily and mainstream Not evolving with theitems, they also influence ever evolving womanthe purchasing decisions of Women’s role in societymen. has changed drastically over the years and this isNot telling a story what companies shouldMarketers need to make acknowledge. In 2002their communication McDonalds realised thatstrategies more “personal”. alienate the men. Such moves tend to it was still talking toWomen respond to suggest that the company is promoting women in the same waycharacters and human gender stereotypes and end up upsetting it did in 1955. Thebeings rather than product women instead. company had beenfeatures and price points. viewing women as aAn ad has to tell a story in Pigeon holing women by age channel to kids. Theorder to engage women. Women respond to marketing messages immediately redefinedMen would much rather that address their life needs and desires, their “Mom Marketing”prefer information and instead of their biological age. Marketers strategy andfacts in ads. It is for this need to clearly understand the concentrated on findingreason that we find differentiation in marketing to the different out what the modernwomen’s magazines filled life stages of women and subtly tailor their woman was looking for.with stories of people and messages and delivery accordingly. This led to themen’s magazines focusing introduction of Premiumon gadgets and gizmos. Communicating through the product and Salads, healthier Happy not through people Meal options and aFocusing on women will Women are biologically programmed to revamping of Play Placesalienate men responding better to people while men to include comfortableMany companies think they respond better to facts and features. seating and wirelessneed to create a separate Advertisers should use the context of internet access. In thisbrand to reach out to people to showcase the benefits of their way, McDonalds was ablewomen. One that is milder, product in order to connect to their female to connect with thecuter and pink! They are audiences. If not real people, the modern woman and winafraid they might feminize communication should include illustrations back her business.the core of the brand and of people or characters that have09 MARCH 2012
    • The content of your logo is third in the sequence of recognition, behind shape and color, because the brain takes more time to processS languagePE A company’s logo is a mark of its brand identity. It defines to people becomes extremely critical. As much as possible, the color should set theC what the company stands for not just brand apart, work with the industry literally but also colorfully! Choice of and image, and tie to the brandI color for the brand is equally or more promise. It should also take into important than the language because account color psychology or colorA the brain recognizes color first and perception. Our minds areL processes the language later. The proper use of color is vital to creating programmed to respond to color. The subliminal messages we get from a positive image among consumers. color shape our thoughts. As humans Furthermore, color plays a huge role our very survival is hung on theS in memory recall. It stimulates all the identification of color. ThereforeT senses, instantly conveying a message like no other communication method. companies choose their brand colors meticulously, understanding theO So the choice of color for a brand meaning the color conveys.RY Black stands for mystery, secrecy and class. Black is technically, the absence of all color. It’s a powerful and conjures authority, boldness, elegance and tradition. Black can be found in many logos for its boldness, simplicity and sophistication. James Bond 007 logo is solid black. The color choice for the classic spy movie’s logo works well. The color represents the authority, mystery and sophistication that is a part of 007 movies.THE MARKSMAN 10
    • SPECIAL STORY Red Bull gets a double dose of red in its logo and is a great color choice for a logo that represents an energy drink company. The company markets the drink as, “Red Bull vitalizes body and mind” and “Red Bull gives you wings!”. Both of these phrases reinforce why red was an excellent color choice for the logo. Count on red to evoke a passionate response, albeit not always afavorable one. For example, red can represent danger or indebtedness. Butusually it conveys Action, Adventure, Aggressive, Blood, Danger, Drive, Energy,Excitement, Love, Passion, Strength and Vigour Blue is calming and can stir up images of authority, success and security. Most people can say they like at least one shade of blue. It is probably the most popular color in logo design and can be seen extensively in government, medical and fortune 500 company logos. The blue in the IBM (aka “Big Blue”) logo represents a company that is non-threatening yet stable and established. While the logo typically isn’t used in its original blue today, it is still a very prominent color in the IBM brand. Orange is made up of red and yellow and can represent attributes from each of those colors. Orange is less intense than red but still packs a lot of punch. It is more playful and youthful than red. You can commonly find it used in logos to create a playfulness or stimulate emotions and even appetites. Orange is a perfect color choice for Nickelodeon who’s target audience ischildren. Orange is fun, light hearted and youthful which reflects the TV channel’sprogramming. Purple implies royalty, mystery, spirituality and sophistication. Because purple is the combination of red and blue, it has both warm and cool properties. The color purple can be found in many education related and luxury product logos.11 MARCH 2012
    • SPECIAL STORY Yellow is often used in logo design to get attention, create happiness and warmth. We all know the successful McDonald’s franchise (aka The Golden Arches) and their slogan “I’m Lovin’ It”. McDonald’s is mainly yellow which fitting for this brand that focuses on children, playfulness and happiness. Green represents life and renewal. It is a restful and soothing color but can also represent jealousy and inexperience. You can often find it used in companies that want to portray themselves as eco- friendly. Green is suitable logo color choice for a TV channel whose programming focuses solely on nature and animals. Pink is a feminine color that conjures feelings of innocence and delicateness. It’s a softer version of red that can stir up visions of little girls, bubble-gum and cotton candy. The color pink is also widely associated with breast cancer awareness. It is often used in logos to add a feminine flare. The color pink is very prominent in Mattel’s Barbie logo and supporting branding material. It is a fitting color for a toy that is marketed to little girls. The typeface compliments the color choice and helps to reinforce the brands positioning by giving the impression of a young girl’s handwriting. While each color does evoke a strong feeling, the cultural context may make it positive or negative. Thus choice of color should also be driven by an understanding of the target customer group’s cultural influences.THE MARKSMAN 12
    • FEATURED ARTICLES INNOVATIONS IN PROMOTION AND MARKETING OF MOVIES -Wayne Soares, Xavier Institute of Management & Research, Mumbai It’s a busy Monday morning with people rushing to work, only to be shocked by dead bodies hanging on billboards all over Mumbai. The horrifying, fear-gripping scenes were nothing but a weird, strange and in my opinion one of the most shocking promotional activities carried out. The film marketed was Agyaat, quite obviously a horror flick, but the bodies hanging weren’t real but rubber dummy replicas, resulting in scores of viewers flocking to watch the movie.Movie Marketing is crucial as people will only watchsomething they genuinely feel excited about. Henceit’s very important that the marketer pulls out all thestops to draw in as many eyeballs as possible for thislimited shelf life product. Today, the presence ofsuperstars like SRK isn’t enough to drive movies andhence mindboggling activities of Ra.One with theirG.One tablet, PlayStation games, action figures andmerchandising.Aamir Khan created a Meanwhile Vidya Balan Diving straight into the Hollywoodtrend, by brilliantly is busy fooling realm, there can be no betterexecuting the idea of commoners like me with example than Quantum of Solace,multiplex attendants a near perfect pregnant with the movie being launched inhaving their heads shaved look for her ‘Kahaani’ the 3-D virtual platform world withthus replicating the Ghajini role. Shocked, intrigued Twinity, allowing users to be a partlook, which enthralled and very mesmerized is of the virtual space thus aping theirviewers to run to the the feeling I got while favorite characters like James Bond.nearest theatre. seeing her.13 MARCH 2012
    • FEATURED ARTICLES Thinking Animation and The Simpsons Movie did it by literally turning 7-Eleven retail stores to Kwik-E- Mart stores as portrayed in the cartoon. This idea certainly gripped and excited the public to thus forcefully catch a glimpse of the store and the movie. The craziness doesn’t stop and these images are testament to it . Thus marketers have gone berserk with action figures, key chains, popcorn packets and other goodies to get the audience wanting even more. The Hollywood movie Watchmen, which first made innumerable online downloadable content available, even had a videogame lined up but then what stole the show was them making blue condoms available on Valentine’s Day, thus connecting with the blue character in the film, Dr. Manhattan. Some Recommendations– Blood Money (movie) – The marketers could throw fake money at busy areas with the movie name and release date printed on a side of the note. Another idea which could be implemented would be for a marketer to create a short 3-D impression on a monument in the city, like the Gateway of India or CST post clearances. The 3- D impression would create a huge buzz. Conclusion – Today the entire movie process starts with the promotional activities done before the movie releases. This is critical as it actually decides the ROI the producer is likely to earn. Today media ads like TV and radio, or print ads like newspapers and magazines play the support role to hardcore innovative out of the box ideas. The reason being, innovative advertising is on the rise and everyone’s fighting for their piece of the pie in terms of revenue and publicity. Movie Marketing has thus taken a big leap forward and hence marketers are now refraining from sticking to the conventional stuff but instead opting for innovative forms in order to earn the plaudits and rake in the moolah.THE MARKSMAN 14
    • FEATURED ARTICLES WHEN FANS ATTACK – HOW COMPANIES HANDLE CRISIS ON FACEBOOK. Ricky Gupta – NMIMS Facebook and social media have become the most viable options for brands to promote themselves. More than 20% of the promotion is done from social media today and this percentage is expected to go higher and higher. Digitalisation has made presence on social media channels crucial to the success of any business. Coca Cola new timeline page on Facebook15 MARCH 2012
    • FEATURED ARTICLES world. The Vodafone crisis shows us that in social space the companies can’t afford to be offensive. They have to accept their fault if they are wrong. Simple rules like coming clean, informing employees, taking responsibility of the wrong doing by the company head should be done but is rarely done. An honest statement accepting that wrong has been done is likely to be accepted more widely than being defensive and shedding your clothes off the dust. Crisis handling is an art and it should be done in the presence of experience PR executives. Companies hire PR agencies to manage their online space and this has become necessity ofSocial media offers wide range of opportunities today as anything wrong can have a beating onfor companies to promote their brands but the image and reputation. Not only this, it cansocial media has an ugly side for these brands, also attract legal penalties and may throw theand that is the speed with negative news go company in the criminal net.viral on social media platforms. Companies An excellent example of crisis management wasacross the globe adopted this model of social set by Domino’s Pizza which reacted in the waymarketing in a haste but failed in managing in which any company should do on the mediacrisis effectively on Facebook. History of social space. The inappropriate videos of kitchen ofmedia states that there have been more Pizza Chain went viral on YouTube. Theinstances of poor crisis management by companies image started deteriorating butcompanies than the cases when crises have timely action by the company in form of suingbeen handled effectively. the employees, making videos of kitchens andThe basic rules for handling crises are the same posting on Facebook and last but not the leastin case of social media also, just the speed of the CEO himself coming and apologizing for theaction needs to be fastened but companies fail matter saved the company’s image.to realize this and when they actually realize Social media has immense powers and it canenough damage has been done till then. The make or break a company. Companies shouldcase of Vodafone India can be stated where the be really very careful while handling socialcompany instead of catering to the complaint media crises. The new feature of timeline forof one Dhaval Valia, who criticised the brands which becomes compulsory from Marchcompany on its Facebook page, sued him in 30th is a clear signal for the companies that nowcourt in order to silence the critic. The move they have to be more vigilant if they want theircame as a shock to the Facebook users and customer base to increase and image toVodafone had to ultimately withdraw its improve. Social media is the way ahead forcomplaint and apologize to Mr. Valia. The companies and effective steps should be takenincident had a hard beating on the reputation to harness this source for the benefit ofof one of the biggest telecom providers in the consumers.THE MARKSMAN 16
    • FEATURED ARTICLES How digital marketing is changing the face of conventional marketing -Syed Mamoon Hasan “We lived in farms, then we lived in cities, and nowwere going to live on the internet!” says Sean Parker inthe movie The Digital Network. Earlier the purpose of visiting the internet was toexpend content. People watched it, read it and used it tobuy goods and services. But then the world changed.People began to change the way they treated content,they shared it, liked it, disliked it, tweeted it and uploadedit, pinned it, commented on it, and poked it and what not!And a majority of these people are consumers. Theconcept of digital media is catching up with the 50 plusVice-Presidents of Marketing who used to term it as ‘just afad’.COST OF DIGITAL MEDIA VERSUS TRADITIONAL MEDIATraditional media can be extremely expensive, especiallyfor small businesses. In contrast, most digital mediaplatforms are completely free to use.REACHBoth, conventional as well as digital media can scale up to any extent but there are somelimitations. Traditional media can reach a global audience but this is usually very costly and time-consuming. On the other hand using digital media, businesses can communicate information in aflash, regardless of geographical location. Indeed, once a piece of content goes viral, there is nolimit to the amount of people it could potentially reach, all at no extra cost for the business.IMMEDIACYIn digital media information can be published immediately, making it possible for businesses toensure that their content is always up to date. This gives an edge to a company over others as thereis every possibility that the up to date content will feature in more prominent spot in search engineranking. While in traditional media, it takes days, weeks and months to publish and distribute theinformation to the people, making it less effective. For example, a brawl in the stands at the USOpen was loaded on YouTube even before ESPN could get the footage. In two days, one such videohad been viewed 40,000 times.OPENNESS TO DIGITAL CRITICISMTraditional media is open to censorship of the government but not digital media. It is open to digitalcriticism, a term most feared by the marketers. While the government has banned print as well astelevision commercials, on digital media customers themselves take care to force the company towithdraw its campaign.17 MARCH 2012
    • FEATURED ARTICLES Nestle’s Facebook fan page moderator made the The print ad of Cadbury on Kashmir issue lead mistake of replying rudely to Green Peaces to a huge public anger against the company criticism on its palm oil sourcing practices. which forced Cadbury to withdraw the ad and Nestlés fans picked it up and clogged its page issue an apology. with hate messages. Eventually, Nestle had to apologise PERMANENCE Traditional media is not flexible. This means that once contents are published, it is notpossible to change. In case of digital media, if such a situation is faced by the content owners, they canalter the content immediately and can normalize the situation. This shows that digital mediais flexible in nature. Digital media’s adaptability makes content management generally moreflexible CONCLUSION One thing worth remembering is conventional media is here for decades butubiquitous digital networking sites like Twitter and Facebook are only five and seven years oldrespectively. Maybe a better technology will threaten digital media. Who knows?THE MARKSMAN 18
    • BOOKWORM Little Red Book of Selling: 12.5 Principles of Sales Greatness By Jeffrey Gitomer Little Red Book of Selling written by Jeffery Gitmore, a New York Times Best Selling author, is a must have sales book for anyone working as a sales person or aspiring to become one. It is loaded with small bite- sized pieces of expert "how to sell" information and sales techniques that inspire and encourage the reader to become the expert in sales as well as in the industry in which they sell for. It is hard packed with sales tips and advice for those learning sales basics and is an excellent refresher for the seasoned sales person. This sales book was such an easy read, although it is not something that you will read in one sitting. If there is such a thing as a "devotional" for sales, then the Little Red Book of Selling would be that book. Almost each chapter (if not every page) encourages the reader to stop and think. It gets the wheels of the imagination turning on how to improve and master the sales techniques that you are now using or if you are a beginner in sales, it turns the light on to what you should be doing to succeed. . What will make you buy it? • Information is presented in a very concise manner and he gets to the heart of the chapter right away • Easy to read and understand how to apply the many techniques given • Expert "tried and tested" advise that is applicable to all types of sales • Inspires the reader to try new techniques that will perfect and expand their abilities Why you might not buy it? The book does contain some off color language but it doesn’t take anything away from its excellence This is one book that will be a key sales tool that will be referred to again and again19 MARCH 2012
    • SquAreheaDTHE MARKSMAN 20
    • BUZZ THE CROSSWORD ACROSS 1. Honda recently launched a car with the tag line “loves you back”, what’s the name of the car? 2. Amputee model Aimee Mullins became the International face of this cosmetic company. 3. What is the name of the internationally known brand of ice-cream co- promoted by an ex-hippie? 4. "We are number 2. Why go with us? Because we try harder". Which brand was this No.2? 5. Ashok Leyland with this Japanese car maker is launching a small car in India by 2014. What’s the name of the car maker?1A 2 3 DOWN 1. Reebok has planned to open 10 gyms in a tie-up with Crossfit, what would be the name of these gyms? 6. What is the name of the new series of Intel processors?4 5 6 7. What is the name of the newly launched Parle biscuit? 8. Which Google app has been dropped from iPhoto in the latest iPad?7 8 1D 1) (Down) Boxes Sandy bridge 7) Happy Happy 8) Google Maps 1) (Across)Brio 2)LOreal 3) Ben and Jerry 4)Avis 5) Nissan 6)21 MARCH 2012
    • To subscribe to "The Marksman", Follow the link:- http://interfacesimsr.weebly.com/the-marksman.html OR drop in a mail/contact us at : interface.newsletter@gmail.com Subject line: Subscribe: Your Name_Institute Name_Course Year THE TEAM COVER STORY SPECIAL STORY It’s all about AD-itude Tilottama Sanyal Niyati Chamyal Sujit Mishra SquAreheaD Brand MARK ive COVER PAGE Pallavi Srivastava Sujit Mishra Tilottama Sanyal TWEETS BUZZ DESIGN Pallavi Srivastava Upveen Tameri Tilottama Sanyal Yash Chamaria BOOKWORM PROMOTIONS Keith Mascarenhas Keith Mascarenhas Vibhav Shukla Follow us at: Website: http://www.facebook.com/simsr.interface http://interfacesimsr.weebly.comTHE MARKSMAN 22
    • Team MARKSMAN wishes all its readers a great summer!