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Product Placement is Over- or is it?

“Product placement is over” – or so says Anthony Lane in his article in the New Yorker. While reviewing the latest film directed by Ben Affleck based on the story behind the creation of Air Jordan, Lane quite sarcastically pointed out the ‘‘lameness’’ of product placement. To quote him- “Why

Experimentation is a driver for growth

Experimentation is a true driver for growth. Running 15+ experiments can drive 30% higher ad performance. When you learn the truth, you can make better business decisions, you can implement stronger strategies and you can drive more growth. As such, experiments have become essential for measuring business outcomes. By comparing

The Recent Trends in advertising in building brand image

As the business world evolves, the importance of brand image in shaping consumer perception is becoming increasingly crucial. In this era, advertising holds a pivotal role in building the brand image of a corporation, retail outlet or product. It aids in developing a distinct brand image, which fosters brand loyalty

Tell a story in marketing

Ghost stories at night, fairytales, and detective stories might be some things you can still recall. How much does your brain remember when you hear a pitch, watch a presentation, or go to a session? Maybe not that much, but now think about how much you remember when your friend

TOP 10 TRENDS MARKETING IN ASIA 2023

Trend 1: DIGITAL TWIN Part of the metaverse is getting it real. From augmented reality, DIGITAL TWIN is a revolutionary way of reaching targeted customers in the metaverse universe, driving, strengthening, and creating new revenue streams. Its immersive nature supports the new digitization efforts to create and introduce new products

Motivating your consumer: The key for brand communication

Brand Equity entails the successful integration of value and customer acceptance. As such, it is of utmost importance to attract, retain and motivate customers with heed to the plethora of generic emotions. They could be either conscious or subconscious. These are an alternative of esoteric communications centered over specialist attractions

Cognitive Dissonance in Consumer Buying Behaviour

The essence of indecisiveness in consumer behaviour inevitably lands a setback for brands and campaigns. There are several occasions when customers are interested in certain products or services but cannot make a decision for their internalised norms and beliefs. There may be cultural or social barriers or even personal contradictions.

WHAT’S NEXT FOR NETFLIX?

Is Netflix in crisis? During reading this piece, you may as well be planning what to stream this weekend on Netflix. The company that introduced us to the world of streaming and became a part of our entertainment culture is facing fierce competition against its counterparts. But a rigour competition

The Playbook to Develop a Successful Buyer Persona

Imaginary friends were a phenomenon for many as kids. In the realm of branding and marketing similarly, every marketer has an imaginary friend who helps them to strategize their agenda accordingly. This is called a ‘Buyer Persona’ – a fictional character systemically built-up to understand the needs of a potential

What’s different in Creative Communication!

Most of us should still remember the iconic Berger Paints TVC aired in 1998, where a newlywed couple plans to decorate and paint their house with Berger. Nostalgia hit us all hard, especially the millennials. Recently, Berger Paints released a sequel to that ad more than twenty years later, with

BRANDING vs MARKETING: DRAW A FINE LINE

Many of us who don’t have in-depth knowledge on the subject, consider branding and marketing as two interchangeable concepts carrying the same meaning. To some extent, we can say this misconception is justified as these two concepts seem to overlap more often than not, are pretty similar in nature and

Second edition of the AMF Journal

Editor’s Note: In 1991, Mr. Michio Torii took the initiative of setting up the Asia Pacific Marketing Federation (APMF). In August 6, 2007 under worldwide political and economic shift, APMF was renamed Asia Marketing Federation (AMF) promulgated by the Jakarta Declaration. Professor Philip Kotler was named as the Honorary Patron
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