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Jain VARSHA

1. Cum sunt folosite celebrităţile în reclamele print şi TV: situaţia Indiei / How Celebrities are used in Print and Television Ads: The Case of India
Rezumat:Industria explozivă a publicităţii în India a cunoscut un avânt al folosirii celebrităţilor în diferite categorii de produse în ultimii cinci ani. Astăzi, mai mult de 60% din reclamele indiene folosesc celebrităţi. Acest articol face parte dintr-un proiect care analizează folosirea celebrităţilor şi conţine analiza a 840 reclame print din 1996-2007 şi 558 reclame televizate din 1996-2007 spre a afla natura portretizării celebrităţilor în reclame şi relaţia cu produsul promovat. Studiul a folosit cele patru modalităţi găsite de McCracken (1989) – explicit, implicit, imperativ şi co-prezent – pentru a categorisi reclamele în care o celebritate este prezentă. S-au folosit mai multe instrumente de măsurare, cantitative şi calitative, pentru a analiza datele. Studiul a relevat că s-a folosit modul imperativ în cazul reclamelor print şi modul implicit în cazul publicităţii televizate în care apar celebrităţi.

The booming advertising industry in India has seen a spurt of celebrity endorsements across product categories in the last five years. Today, more than 60% of Indian advertisements use celebrity endorsements. This paper, part of a project looking at celebrity endorsements, content analyzed 840 print ads from 1996-2007 and 558 television advertisements from 1996-2007 to find out the nature of celebrity portrayal in the ad and its relationship with the product advertised. The study used McCracken’s (1989) four modes—explicit, implicit, imperative and co-present—to categorize advertisements in which a celebrity is present in the advertisement. A mix of qualitative and quantitative tools was used to analyze the data. The study found that the imperative mode was used for print advertisements containing celebrities and the implicit mode was used for television advertisement.
Autor(i):Subhadip ROY, Jain VARSHA, Daswani AARZOO, Sudha MARI
Publicat în:Revista Română de Marketing 4/2010 [Volume 5, Issue 4] (octombrie-decembrie)
Cod citare:2793
2. Exploring Generation Z’s Purchase Behavior towards Luxury Apparel: a Conceptual Framework
Rezumat:Generation Z known as the Digital natives operates in a diverse manner set of consumers as they have a distinctive taste, choice, opinion, preference, attitude and behavior which make it crucial to understand how they play, learn and interact with their friends, peers, family, and brands. Generation Z is highly fashion conscious demands for high-end luxury goods, especially Luxury apparels. The present study aims to understand the purchase behavior, drivers and the process of buying luxury apparels of Generation Z. The study suggests that marketers need to be creative and interactive not only in their stores and advertisements but also on the digital platform and market in a subtle manner.
Autor(i):Jain VARSHA, Vatsa RESHMA, Jagani KHYATI
Publicat în:Revista Română de Marketing 2/2014 [Volume 9, Issue 2] (aprilie-iunie)
Cod citare:6506
3. Understanding Generation Y and their Perspective on Proximity and Permission based SMS Marketing
Rezumat:Mobile Phone usage
has
extensively increased in India where around 50% population is under the age of 25 years. This paper explores characteristics of Indian Gen-Y, particularly of Tier-1 and Tier-2 cities. The paper further delves into the arena of SMS Marketing and how Gen-Y perceives and develops attitude for this dimension. We found that Gen-Y is tech-savvy with an individualistic approach and high aspirations. Gen-Y is willing to embrace SMS Campaigns from the brands they use and admire, if prior permissions have been taken for sending out messages and are personalized and exclusive. However, they were not willing to embrace location based promotions as they think such campaigns would influence their privacy.
Autor(i):Jain VARSHA, Chhateja JAGRITI
Publicat în:Revista Română de Marketing 4/2014 [Volume 9, Issue 4] (octombrie-decembrie)
Cod citare:6792
4. How Experiential Marketing is used in Indian Luxury Hotels?
Rezumat:Experiential marketing helps in differentiating the brands as the consumers associate their memories with the products and brands and is widely used by the luxury sector primarily in India.  This strategy works very well for the hotel in the luxury domain. This paper explains the application of experiential marketing by the hotels in India. A total of five leading luxury hotel chains of India were selected and the marketing heads of these hotels were interviewed in order to comprehend the experiential marketing practiced by them. We found that the experiential marketing is a part of all the touch points of the consumer such as pre-experience, experience and post-experience. It was vital to understand consumers’ needs and requirements to create the most suitable and customized experiences.
Autor(i):Jain VARSHA, Verma YASHA
Publicat în:Revista Română de Marketing 1/2015 [Volume 10, Issue 1] (ianuarie-martie)
Cod citare:6987

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