Thursday, January 06, 2011

Rajita Chaudhuri said, OLD NEED NOT BE GOLD

Prof Rajita Chaudhuri follow some off-beat trends like organizing make up sessions

If you want to raise a happy child, the rule is, “Till he is five years old, treat him like a king. Till he is 13, treat him like a prince. From 13 to 18, treat him like a pauper. After 18, become his best friend.” The crux is that good parents change their ways as their children grow. Good marketers too change their strategies as markets and times change.

What worked this decade will be outdated in the new one. In the 1970s, the hottest marketing invention was the ‘Direct Mailer’. It is known as ‘Junk Mail’ today. The 1980s was dominated by “collect tokens; and exchange for gifts.” You were encouraged to collect bottle caps, tokens, labels and encouraged to exchange them for gifts, discounts etc. Today, you log on to or and find out exciting discount offers of the day. After all, who has the patience today to wait and collect a desired number of tokens and then get the discounts. The 1990s saw the explosion of ‘Loyalty Cards’. Every retailer had a loyalty programme, which promised discounts and freebies. Today, the consumer is not motivated by just discounts. He wants more. He wants to take charge – and Smirnoff showed him how. It launched a campaign named “Be There”. You were invited to a nightclub, but there was more it. Loyal consumers even got a chance to plan which music they wanted to hear and everything else they wanted to do that night via Smirnoff’s Facebook page. Today, those are the Fan Pages on Facebook that do more business for a brand, than loyalty cards do.

The new decade is all about ‘interactivity’. On December 14, 2010, Apple launched its first iAd for the iPad with the advertisement of Disney’s new film Tron Legacy. The advertisement featured 10 minutes of video and movie stills. Ipad had a movie theater locator with showtimings and a preview of the sound track, which you, as a privileged user, had the option of purchasing from iTunes. With the iPad becoming the “it” thing for gifting this holiday season, and with already more than 7.5 million iPad users worldwide, advertising professionals would soon have to reinvent and start thinking beyond the 30 or 60 second spots on TV, for those are the interactive advertisements that will be the next new exciting trend of the coming years.

All that you learnt about marketing in school is going to change totally. So be ready to give up your favourite ideas and start adopting new ones.
This article is sourced from, click here to read compelete article.

For More IIPM Info, Visit below mentioned IIPM articles.
Prof Rajita Chaudhuri: The New Age Woman
IIPM BBA MBA Institute: Student Notice Board
Award Conferred To Irom Chanu Sharmila By IIPM
IIPM Lucknow – News article in Economic Times and Times of India

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