Going Ahead with Integrated Marketing Communication

Going Ahead with Integrated Marketing Communication

MarCom Objectives It is not magic that creates great business results through a marketing campaign. One needs to understand that the brands live in the connections they build with all, who matter to them, and that they must seize the opportunity to connect and...
Brand Consistency The Biggest Marketing Challenge

Brand Consistency The Biggest Marketing Challenge

Brand Personality & Persona Convergence Persona is what people perceive of you. Personality is what You perceive of yourself. It is always a battle to bring the two as close to each other as possible. And if they can converge it becomes the best personality...
Confession of an Advertising Man

Confession of an Advertising Man

By: Ujaya Shakya David Ogilvy, an advertising executive and entrepreneur, of 50s and 60s, has been widely hailed as “The Father of Advertising’. He became popular after he wrote a book, “Confessions of an Advertising Man” in 1963. Many of the advertising...
Print Advertisement Requires a Certain Discipline

Print Advertisement Requires a Certain Discipline

By: Ujaya Shakya One of the popular methods for marketing and advertising products is print advertisement which includes advertisement placement in newspapers, magazines or using different collateral materials like flyers, brochures, point of purchase danglers...
Half the Money Spent on Advertising is Wasted

Half the Money Spent on Advertising is Wasted

By: Ujaya Shakya Misplaced Notion I am often amazed when I hear my business colleagues claim that advertising simply doesn’t work. And I always wonder what measure they are using to determine this failure. I often want to make them all understand that doing...
The Rise of PR in Corporate Communications

The Rise of PR in Corporate Communications

By: Ujaya Shakya Renowned marketing strategist Al Ries and his daughter Laura launched a book entitled “The Fall of Advertising and the Rise of PR” and they have effectively argued that public relations methodologies are becoming extremely effective at building...