Advertising & Marketing


Promo power
It's a windfall for consumers as more corporates go in for promotions that have a whole bag of goodies on offer. Catalyst examines what the thinking behind big-time promotions is.

All perked up for battle
Cadbury's efforts to exploit untapped potential and reach every pocket has a lot to do with outwitting Nestle in the war of the wafers.

Advertising is investment
Advertising expenditure should be considered a part of the brand investment as it both develops and strengthens the brand in the long term.

Count on your leads
In today's new economy, business-to-business seems to hold the most short-term promise of success. As is evident, any business-to-business marketing involves generating sales leads through various activities including media, journals, exhibitions and tra de fairs, and following up on these leads until they fructify into profitable relationships.

`BBC is losing its monopoly, not its pre-eminence' -- Mark Young, Managing Director, BBC Worldwide
Mark Young, Managing Director (Europe, Middle East, India and Africa), BBC Worldwide, was in Chennai recently to attend the inauguration of the Asian Media Institute. A unique aspect of the institute's programme is a television journalism course run by B BC Worldwide, the first of its kind in South Asia.

Are you doing what you know you should be doing?
Paying attention to detail, such as the correct spelling of the customer's name, or responding to complaints, will spell success for a company's efforts at marketing. The trick lies in making customers feel the service they receive has the personal touch .

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