1. The MARKSMAN
K 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

2. 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 you've 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 SIMSR
01 MARCH 2012

3. 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 …17
THE MARKSMAN 02

4. 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
India's 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

5. 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 first
Google began in January 1996 as a research Google Doodle was designed as a kind of
project by Larry Page and Sergey Brin when “out of office” message in the honor of Burning
they 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 Google's own gallery features 1002 logos.
analyzed the relationships between websites and The Google storage from way back in 1996 was
they called this new technology Page Rank. made from LEGO and the reason for the LEGO
Page and Brin originally nicknamed their new search construction was that the Google guys needed
engine "BackRub", because the system checked an easily expandable, and cheap way to house
backlinks to estimate the importance of a site. After 104 GB hard drives, and LEGO fit the bill. Google
some brainstorming, they went with Google—a play processes 24 Petabyte of information daily.
on the word “googol,” a mathematical term for the Google's headquarters in Mountain View,
number represented by the numeral 1 followed by California is referred to as "the Googleplex", a
100 zeros. The use of the term reflects their mission play on words on the number googolplex and the
to organize a seemingly infinite amount of headquarters itself being a complex of buildings
information on the web. and has a gigantic T-Rex skeleton — nicknamed
Google’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 than
GIMP, and later an exclamation mark mimicking the 2,668 employees known as Googlers. New
Yahoo! logo was added. The current logo is employees are called "Nooglers," and are given a
designed 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 magazine's list of best companies to
the founders didn’t know HTML and just wanted a work for, Google ranked first in 2007, 2008 and
quick interface. 2012 and fourth in 2009 and 2010. Google's
The biggest break in search came when Google corporate philosophy embodies such casual
introduced 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 the
placement 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. It
never used. However, in trials it was found that rents goats from a company called California
removing it would somehow reduce the Google Grazing to help cut down the amount of weeds
experience. Users wanted it kept. It was a comfort and brush at Google HQ.
THE MARKSMAN 04

6. 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

7. C
O
V 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 decisions
E 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 and
R entrepreneurs, higher earnings and better ways to nurture themselves.
MEN VS WOMEN
The Spiral Path
S Marti Barletta, an expert in Marketing to Women
introduces the concept of the Spiral Path that women
T follow while shopping. Women spiral through each phase
of the decision making process and may re-visit the
O previous stages if they need more information. Marketers
should identify the stages in the purchasing process that
R have the maximum impact for increasing their business
Men and women have very
and concentrate their marketing on those stages rather
Y 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

8. COVER STORY
Completing the “look”
When women shop, it is not an isolated purchase.
It is to complete an overall “look”. Marketers need
to device strategies to help her easily find the
remaining missing pieces to complete the look.
In departmental stores, while men's apparel is
organized by type (shirts, jackets, slacks, etc.),
women's apparel is organized by outfits, that is, an
ensemble of say, a dress paired with a matching
purse, scarf and shoes. So women who come in
intending to buy a new blouse generally leave with
a 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 beauty
WOM 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 for
that between men are markedly different. Men
looking beautiful.
prefer to talk about impersonal things and have
very limited conversation about personal
experiences as they are not as interested in the
intimate details of each others’ lives as women are.
Women talk in great detail about the experience
they have had with a product or service and hence
tend to pass on their experiences much more than
men.
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 self
women. It has consciously kept away from esteem and the self worth of women and has
gorgeous A-list models who have unrealistically created a very strong bond with them.
beautiful skin and perfect bodies and instead,
07 MARCH 2012

9. 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

10. COVER STORY
6 DEADLY SINS OF MARKETING TO WOMEN
Considering women to be personalities. For
a niche segment example, the Zoo zoo
Women control nearly two- campaign by Vodafone
thirds of the Global featured animated
Consumer Spending. characters which
Considering them to be a reproduced real life
niche would be foolish on situations and became a
the part of a marketer. Not huge hit with female
only do women have the audiences.
final say in the purchase of
family and mainstream Not evolving with the
items, they also influence ever evolving woman
the purchasing decisions of Women’s role in society
men. has changed drastically
over the years and this is
Not telling a story what companies should
Marketers need to make acknowledge. In 2002
their communication McDonalds realised that
strategies more “personal”. alienate the men. Such moves tend to it was still talking to
Women respond to suggest that the company is promoting women in the same way
characters and human gender stereotypes and end up upsetting it did in 1955. The
beings rather than product women instead. company had been
features and price points. viewing women as a
An ad has to tell a story in Pigeon holing women by age channel to kids. The
order to engage women. Women respond to marketing messages immediately redefined
Men would much rather that address their life needs and desires, their “Mom Marketing”
prefer information and instead of their biological age. Marketers strategy and
facts in ads. It is for this need to clearly understand the concentrated on finding
reason that we find differentiation in marketing to the different out what the modern
women’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 the
men’s magazines focusing introduction of Premium
on gadgets and gizmos. Communicating through the product and Salads, healthier Happy
not through people Meal options and a
Focusing on women will Women are biologically programmed to revamping of Play Places
alienate men responding better to people while men to include comfortable
Many companies think they respond better to facts and features. seating and wireless
need to create a separate Advertisers should use the context of internet access. In this
brand to reach out to people to showcase the benefits of their way, McDonalds was able
women. One that is milder, product in order to connect to their female to connect with the
cuter and pink! They are audiences. If not real people, the modern woman and win
afraid they might feminize communication should include illustrations back her business.
the core of the brand and of people or characters that have
09 MARCH 2012

11. The content of your
logo is third in the
sequence of
recognition, behind
shape and color,
because the brain takes
more time to process
S language
P
E 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 the
C 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 brand
I color for the brand is equally or more promise. It should also take into
important than the language because account color psychology or color
A the brain recognizes color first and perception. Our minds are
L 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 the
S in memory recall. It stimulates all the identification of color. Therefore
T senses, instantly conveying a message
like no other communication method.
companies choose their brand colors
meticulously, understanding the
O So the choice of color for a brand meaning the color conveys.
R
Y
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

12. 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 a
favorable one. For example, red can represent danger or indebtedness. But
usually 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 is
children. Orange is fun, light hearted and youthful which reflects the TV channel’s
programming.
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

13. 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

14. 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 watch
something they genuinely feel excited about. Hence
it’s very important that the marketer pulls out all the
stops to draw in as many eyeballs as possible for this
limited shelf life product. Today, the presence of
superstars like SRK isn’t enough to drive movies and
hence mindboggling activities of Ra.One with their
G.One tablet, PlayStation games, action figures and
merchandising.
Aamir Khan created a Meanwhile Vidya Balan Diving straight into the Hollywood
trend, by brilliantly is busy fooling realm, there can be no better
executing the idea of commoners like me with example than Quantum of Solace,
multiplex attendants a near perfect pregnant with the movie being launched in
having their heads shaved look for her ‘Kahaani’ the 3-D virtual platform world with
thus replicating the Ghajini role. Shocked, intrigued Twinity, allowing users to be a part
look, which enthralled and very mesmerized is of the virtual space thus aping their
viewers to run to the the feeling I got while favorite characters like James Bond.
nearest theatre. seeing her.
13 MARCH 2012

15. 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

16. 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
Facebook
15 MARCH 2012

17. 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 of
Social media offers wide range of opportunities today as anything wrong can have a beating on
for companies to promote their brands but the image and reputation. Not only this, it can
social media has an ugly side for these brands, also attract legal penalties and may throw the
and 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 was
across the globe adopted this model of social set by Domino’s Pizza which reacted in the way
marketing in a haste but failed in managing in which any company should do on the media
crisis effectively on Facebook. History of social space. The inappropriate videos of kitchen of
media states that there have been more Pizza Chain went viral on YouTube. The
instances of poor crisis management by companies image started deteriorating but
companies than the cases when crises have timely action by the company in form of suing
been handled effectively. the employees, making videos of kitchens and
The basic rules for handling crises are the same posting on Facebook and last but not the least
in case of social media also, just the speed of the CEO himself coming and apologizing for the
action 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 can
enough damage has been done till then. The make or break a company. Companies should
case of Vodafone India can be stated where the be really very careful while handling social
company instead of catering to the complaint media crises. The new feature of timeline for
of one Dhaval Valia, who criticised the brands which becomes compulsory from March
company on its Facebook page, sued him in 30th is a clear signal for the companies that now
court in order to silence the critic. The move they have to be more vigilant if they want their
came as a shock to the Facebook users and customer base to increase and image to
Vodafone had to ultimately withdraw its improve. Social media is the way ahead for
complaint and apologize to Mr. Valia. The companies and effective steps should be taken
incident had a hard beating on the reputation to harness this source for the benefit of
of one of the biggest telecom providers in the consumers.
THE MARKSMAN 16

18. 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 now
we're going to live on the internet!” says Sean Parker in
the movie The Digital Network.
Earlier the purpose of visiting the internet was to
expend content. People watched it, read it and used it to
buy 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 uploaded
it, pinned it, commented on it, and poked it and what not!
And a majority of these people are consumers. The
concept of digital media is catching up with the 50 plus
Vice-Presidents of Marketing who used to term it as ‘just a
fad’.
COST OF DIGITAL MEDIA VERSUS TRADITIONAL MEDIA
Traditional media can be extremely expensive, especially
for small businesses. In contrast, most digital media
platforms are completely free to use.
REACH
Both, conventional as well as digital media can scale up to any extent but there are some
limitations. 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 a
flash, regardless of geographical location. Indeed, once a piece of content goes viral, there is no
limit to the amount of people it could potentially reach, all at no extra cost for the business.
IMMEDIACY
In digital media information can be published immediately, making it possible for businesses to
ensure that their content is always up to date. This gives an edge to a company over others as there
is every possibility that the up to date content will feature in more prominent spot in search engine
ranking. While in traditional media, it takes days, weeks and months to publish and distribute the
information to the people, making it less effective. For example, a brawl in the stands at the US
Open was loaded on YouTube even before ESPN could get the footage. In two days, one such video
had been viewed 40,000 times.
OPENNESS TO DIGITAL CRITICISM
Traditional media is open to censorship of the government but not digital media. It is open to digital
criticism, a term most feared by the marketers. While the government has banned print as well as
television commercials, on digital media customers themselves take care to force the company to
withdraw its campaign.
17 MARCH 2012

19. 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 Peace's to a huge public anger against the company
criticism on its palm oil sourcing practices. which forced Cadbury to withdraw the ad and
Nestlé's 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 not
possible to change.
In case of digital media, if such a situation is faced by the content owners, they can
alter the content immediately and can normalize the situation. This shows that digital media
is flexible in nature. Digital media’s adaptability makes content management generally more
flexible
CONCLUSION
One thing worth remembering is conventional media is here for decades but
ubiquitous digital networking sites like Twitter and Facebook are only five and seven years old
respectively. Maybe a better technology will threaten digital media. Who knows?
THE MARKSMAN 18

20. 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 again
19 MARCH 2012

21. SquAreheaD
THE MARKSMAN 20

22. 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)L'Oreal 3) Ben and Jerry 4)Avis 5) Nissan 6)
21 MARCH 2012

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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
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THE MARKSMAN 22

24. Team MARKSMAN wishes all its readers
a great summer!