How it Works – Page 272

AU Bank ad controversy: How brands can navigate the minefield of public sentiment online

FIITJEE also fired shots at the rival but unlike the students, it didn’t mention the name of the institute. It did use words like “evil” while describing the institute. (Representational image via Unsplash)

Brands like AU Bank have found themselves in trouble for hurting sentiments of certain sections of society. But what happens after the dust settles?

Simply Speaking: The world of behaviourism and why it matters in marketing

Marketing is a stimulus. Like with all other stimuli, a person builds up a ‘cognitive map’ of the world. Human behaviour obviously leaps way beyond conditioned learning. (Representational image via Unsplash)

That people can condition themselves to produce emotional responses to objects is a huge matter for marketing.

Why are investors and VCs betting big on Indian gaming startups?

India’s gaming opportunity is at a once-in-a-generation inflection point and the sector is witnessing a huge influx of investors and funds. (Representational image via Unsplash)

Investors are upbeat about the Indian gaming ecosystem that is growing at a rapid pace, especially post-pandemic

Humans of Advertising: Are ad landers credit hoggers?

The issue of credit and who should be on the cedit list and who should not, heats up in adland during awards season. (Representational image only. A still from The Lion King, 1994. Via YouTube)

Credit sharing in advertising is a sensitive subject. No one wants to address the elephant — or lion, in the room; but everyone wants a piece of it.

Decoding the evolution of typography in the brand universe

People buy into the brand not just for its product or services but also for its experience. Brands must create a beautiful experience for the customers, and one good way to do that is through clear, legible, and appropriate typography.(Representational image via Unsplash)

An explainer on the science and art behind typography.

Influencer agencies groom gaming creators as demand soars

With professional gamers and content creators attracting millions of followers on YouTube and Instagram, marketing agencies are trying to groom them, develop their brand and pitch them to companies. (Image: Top gamers - Lokesh Gamer, Rawknee, Techno Gamerz and Mythpat)

‘The real opportunity in marketing, the thing that few people are talking about right now, is influencer marketing at scale.’

Metaverse valued at 1.2 billion dollars, gets only 38 active users in 24 hours: Report

The metaverse is still vexed by the disproportionality between large market values and a low number of actual users

Metaverse is popular with marketers but doesn’t seem to attract enough users, making it hard to justify the hype and sky-high valuations

Govt action to make media cheap is populism, creates pressure on broadcasters: Aroon Purie

Media has to do a balancing act – achieve financial viability and handle the pressure from the government and advertisers at the same time, Aroon Purie said while delivering the Subhas Ghosal Memorial Lecture 2022. (Representational image via Unsplash)

Capping prices for consumers has only led both print and broadcast media to rely heavily on advertising revenue, says India Today Group chairperson Aroon Purie

Broadcasters ramp up spending on landing pages to drive recall and reach

The expenditure on publicity in 2023-24 has been Rs 43.16 crore as on July 13, 2023, Thakur said. The total expenditure since 2018-19 on publicity amounts to Rs 3,100.42 crore. (Image via Unsplash)

Experts call the purchase of landing pages a bona fide marketing activity.

Dentsu Report: Marketers ask agencies to start leading and stop lagging

‘The Power of Modern Creativity: Insights for Today and Tomorrow’ report from DENTSU CREATIVE unpacks results from a survey of CMOs in the UK, US, China, India, and Brazil, asking what they need and want most from their agencies. (Representational image via Unsplash)

A Dentsu Creative report states that 85% of clients agree that while consumer behaviour has undergone rapid changes, the agency model is yet to adapt.