Marketing

AdStock GRPs

AdStock is a simple mathematical model of how advertising builds and decays. It is invented by Simon Broadbent as he studied Milward Brown’s ad awareness data. AdStock helps to: Optimize your advertisement scheduling Used in marketing-mix modelling to come up with advertising ROIs, etc. Helps you decide when to be off-air and when to be […]

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Lucky Goldstar (LG) India

LG stands for Lucky Goldstar – the product of a merger of two South Korean commodities businesses – but over the decades with a steady stream of innovative consumer electronics and home appliances, consumers concurred with the conglomerate’s backronym that Life is Good. LG Home Appliances (HA), the arm of the Korean giant, which makes […]

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Television Advertisements – Clutter breakthrough and Brand Relevance

Before reading this article, just close your eyes zeroing your mind for a moment and recollect three television advertisements. Write down a few details of each of the television advertisements you could recollect. Of all the numerous advertisements I’ve watched, I could recollect only three advertisements: The old Nescafe advertisement The recent Flipkart’s advertisement of […]

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Working Capital Management and Profitability

Working Capital is the total of the amounts invested in current assets of the company. Net working capital results from the deduction of current liabilities from current assets; Working Capital Management consists of determining the volume and composition of sources and uses of working capital in such a way that would increase the wealth of […]

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No ‘One India’ in Advertising

Not many people would argue about the diversity of the culture in India. This is the country where the language and the taste of water changes every 100 km. The question is – how does this diversity affect the marketers to communicate their products? How does an advertiser look at this diversity? Is there a […]

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Impact of GST on Supply Chain

To understand how Goods and Services tax (GST) will help companies optimize their supply-chain, one needs to understand a little bit taxation and the existing warehouse strategy. Let us take the example of a company whose manufacturing facility is present in Delhi, and it moves its goods down to South India. As the company sells […]

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