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How financial services brands use content marketing in India
Bindu Nair Maitra, Warc Exclusive, September 2013
This article discusses how three major brands in India's financial services industry – Kotak Mahindra Group, HDFC Life and Aditya Birla Group – are using content marketing to engage consumers.
This article discusses how three major brands in India's financial services industry – Kotak Mahindra Group, HDFC Life and Aditya Birla Group – are using content marketing to engage consumers. Alongside assuming the mindset more traditionally associated with publishers, each of these organisations is attempting to deal with regulatory limitations and identify which content forms and channels deliver the best results. As social networks, search and similar digital tools play an increasingly important role in the industry's future, so the creation, curation and dissemination of material by companies are expected to become truly vital for marketers.
A TCPA for the 21st Century: Why TCPA Lawsuits Are On the Rise and What the FCC Should Do About It
Monica Desai, Ryan King, Maria Wolvin and Maxine Martin, International Journal of Mobile Marketing, Vol. 8, No. 1, Summer 2013
Litigation related to the Telephone Consumer Protection Act (TCPA) has increased exponentially over the past several years, by more than 60 percent by some estimates in 2012 alone.
Litigation related to the Telephone Consumer Protection Act (TCPA) has increased exponentially over the past several years, by more than 60 percent by some estimates in 2012 alone. The law was written more than two decades ago for yesterday's technology to prevent harassing and unwanted calls to consumers. Some plaintiff's lawyers are taking advantage of the well-intended but outdated TCPA statutory language to invent novel legal theories under which to sue companies that are communicating with consumers in ways that were not invented twenty years ago. The Federal Communications Commission must move quickly to clarify the meaning of “capacity” under the TCPA by taking into account today's technology. The FCC should start by clarifying that modern dialing technologies are not “automatic telephone dialing systems” under the TCPA unless they possess the current ability “to store or produce telephone numbers to be called, using a random or sequential number generator [and] to dial such numbers.” Without regulatory changes frivolous lawsuits will continue and substantial resources will continue to be wasted, hurting consumers and businesses alike.
PP for 'product placement' or 'puzzled public'? The effectiveness of symbols as warnings of product placement and the moderating role of brand recall
Tina Tessitore and Maggie Geuens, International Journal of Advertising, Vol. 32, No. 3, 2013, pp. 419-442
This research examines the effectiveness of the European ‘PP’ symbol, recently introduced as a warning of product placement in locally produced television programmes.
This research examines the effectiveness of the European ‘PP’ symbol, recently introduced as a warning of product placement in locally produced television programmes. The authors test whether this symbol counters the pervasive effect of product placement on purchase intention. Study 1 shows that the symbol does not prompt resistance to the influence of product placement. This is because the majority of consumers neither notice nor comprehend the symbol. In Study 2, two training methods are tested to increase the symbol’s effectiveness: (1) verbal label training and (2) a combination of verbal label training and information training. The addition of information training is necessary to increase the symbol’s noticeability, whereas verbal label training helps increase the symbol’s comprehensibility and effectiveness in activating persuasion knowledge and decreasing purchase intention. Finally, the results provide evidence that brand recall is crucial for resistance to product placement, suggesting the importance of brand recall as a moderator of resistance processes.
DMA Data Protection 2013: The impact of new European data regulations on marketers and consumers
Joseph Clift, Event Reports, DMA Data Protection, February 2013
A report from a DMA event aimed at providing guidance on upcoming European regulations governing use of consumer data - regulations which have the potential to limit certain types of online marketing activity.
A report from a DMA event aimed at providing guidance on upcoming European regulations governing use of consumer data - regulations which have the potential to limit certain types of online marketing activity. The exact nature of these new laws are still to be decided, so delegates were advised that marketers should aim to be persuasive in getting the best interpretation of the European proposals possible. But presenters also agreed that consumer backlash remains an ever-present threat to brands that use online data, and that companies that are transparent about this data usage are set to prosper in future.
The economic and moral role of advertising: Regulators, agencies, clients and media owners at AA Lead 2013
Joseph Clift, Event Reports, AA Lead, February 2013
A report from AA Lead, a marketing conference held in London, with representatives from government, media owners, clients and agencies.
A report from AA Lead, a marketing conference held in London, with representatives from government, media owners, clients and agencies. The main points from the day's presentations were: Advertising contributes a significant proportion of GDP – up to £100bn in the case of the UK, but the nature of adspend is changing fast, with mobile spend expanding rapidly. That said, there is still value to be had in tried-and-true traditional media. Companies are still reducing budgets, but are making the remaining budget work harder. Across all campaigns, the data suggest that spending money on ads has a payback of 6:1 for the broader economy.
Observations: Unpaid product placement: the elephant in the room in UK TV's new paid-for product placement market
Chris Hackley and Rungpaka Amy Hackley née Tiwsakul, International Journal of Advertising, Vol. 31, No. 4, 2012, pp. 703-718
Paid-for product placement was permitted for the first time on commercial TV in the UK by media regulator Ofcom in February 2011.
Paid-for product placement was permitted for the first time on commercial TV in the UK by media regulator Ofcom in February 2011. At the time of writing, some 12 months later, estimates suggest there have been fewer than 20 paid placement deals, amounting to revenue less than 2% of the £150 million that optimists estimated the industry to be worth. In this commentary we draw on confidential and informal interviews with industry insiders to set previous academic research in the field within the UK’s unique regulatory context, and we highlight problems inherent in the new industry. Foremost among these is the reluctance of the broadcasters and Ofcom to acknowledge that the free prop supply system that has provided branded scene props to UK productions, including the BBC, for some 30 years, has been and continues to be a de facto product placement industry. Given that, even in a mature paid-for placement market such as the US, industry insiders estimate that 80% of brands on TV are not paid for, we argue that unpaid product placement, also known as free prop supply, is the elephant in the room in regulation and academic research. We make suggestions as to how the impasse in the UK TV product placement industry might be resolved, and we outline ways in which academic research might play a supporting role.
Advocacy: Big challenges ahead
Daniel L. Jaffe, ANA Magazine, October 2012, pp. 73-74
This article, written before the outcome of the 2012 US Presidential election, highlights some of the major challenges set to face the US advertising industry in 2013.
This article, written before the outcome of the 2012 US Presidential election, highlights some of the major challenges set to face the US advertising industry in 2013. These challenges include the threat of tax increases; the privacy debate which could lead to new rules pertaining to the collection and use of online consumer data; and potential regulations in the food marketing arena. The author points out the industry can prevail but emphasises the need for industry ambassadors and advocates.
Impacts of advertisements that are unfriendly to women and men
Corine Van Hellemont and Hilde Van den Bulck, International Journal of Advertising, Vol. 31, No. 3, 2012, pp. 623-656
Taking Belgium as a case in point, this study analyses, first, tolerance for advertisements unfriendly to women and men as expressed by advertising and marketing professionals, consumers and gender equal opportunity workers.
Taking Belgium as a case in point, this study analyses, first, tolerance for advertisements unfriendly to women and men as expressed by advertising and marketing professionals, consumers and gender equal opportunity workers. Second, it compares which types of unequal gender portrayal raise concerns with which sector of respondents. Finally, it analyses the differences in adherence of the three sectors to the two main policy solution paradigms proposed in the 2008 European Parliament Resolution on ‘How marketing and advertising affect equality between women and men’. Results suggest a degree of tolerance that varies significantly according to sector, language, gender and age. Overall, respondents express more concerns regarding traditional sex roles in advertising than regarding nudity, unattainable beauty standards or gender stereotypes, and prefer gender-and-advertising literacy programmes and awards for advertisements that break through gender stereotypes over stricter ethical and/or legal regulations. These findings should prove useful to advertising and marketing professionals, national advertising regulatory bodies and policy makers.
Working with advocates and social media disclosure
Selena Chan, Mindshare, July 2012
In order to help marketers adhere to ethical marketing practices in the constantly changing social marketing industry, the Word of Mouth Marketing Association (WOMMA) released a revised Social Media Marketing Disclosure Guide to help ensure communications remain ethical and credible.
In order to help marketers adhere to ethical marketing practices in the constantly changing social marketing industry, the Word of Mouth Marketing Association (WOMMA) released a revised Social Media Marketing Disclosure Guide to help ensure communications remain ethical and credible. This article, which focuses on US and UK markets, summarises the recommended guidelines regarding when and where disclosure should be made, as there can be serious sanctions involved in not following regulations. While responsibility may lie with the brand, agencies need to advise its social media clients of the evolving regulations.
Every breath you take: adding ethics to the marketing mix
Douglas Gimesy, Market Leader, Quarter 3, 2012, pp. 13-14
Brands that fail to face up to their ethical responsibilities are at growing risk of losing consumer trust in the socially aware world.
Brands that fail to face up to their ethical responsibilities are at growing risk of losing consumer trust in the socially aware world. Marketers can start to address this by introducing ethical considerations to the classic four 'Ps' of product, price, place and promotion in the marketing mix.
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