MARKETING ASSIGNMENT

Submitted By: (Group 7) Rahul Singh (11020541126)

Shubhankar Som (11010541125) Shivi Shrivastava (11020541124) Sathya Iyer (11020541120)

Saurabh Sharma (11020541122)

Saurabh Tirpude (11020541121)

INDEX
1.What is marketing? ..4 2.Traditional marketing 2.1.Concept of traditional marketing .4 2.2.Elements of traditional marketing ...5 2.3.Advantages, disadvantages of traditional marketing6 2.4.Traditional marketing: Is it valid today?.............................................................8 2.5.Types of traditional marketing...9 3.Digital Marketing 3.1.Introduction..13 3.2.Concept of Pull and Push .14 3.3.Advantages & Disadvantages of Digital Marketing15 3.4.Types of Digital marketing.16 3.4.1. Internet Marketing and its forms...17 3.4.2. Product Placement and Stealth Advertising18 3.4.3. Viral Marketing..20 3.4.4. Shoppertainment.23 4.Digital vs Traditional Marketing24 5.Tradigital Marketing 5.1.Introduction...26 5.2.Types of Tradigital Marketing 5.2.1.Mobile marketing as tradigital marketing.27 5.2.2. Communal marketing ..28
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5.2.3. Comparative marketing.....29 5.2.4.Collaborative Co-design ..31 5.2.5. Article marketing...32 5.3.Success stories .32

6. Innovations and new trends in Marketing techniques 33 7. Conclusion.37 8. References.38

1.WHAT IS MARKETING? Marketing is the process of planning, designing, pricing and distributing ideas, goods and services in order to satisfy customer needs and generate revenue and make profit. To quote the American Marketing Association's definition, it is "an organizational function and a set of processes for creating, communicating and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders"

2. TRADITIONAL MARKETING: 2.1.CONCEPT OF TRADITIONAL MARKETING: With the world changing at every nanosecond, marketing is also reeling under a whirlwind of change. New modes of marketing like e-marketing and online marketing have evolved. Yet traditional marketing still holds sway with many corporates. Traditional marketing operates based on the 4P strategy.

2.2.ELEMENTS OF TRADITIONAL MARKETING: The Four Ps : The 'Four Ps' or the 'marketing mix' is a clich with every marketer. Formulated by Jerome McCarthy, the 'Four Ps' refers to the four factors that a marketer has to consider before launching a product or offering a service. The marketing mix comprises of Product, Price, Promotion and Placement Product-its production and management; The process of fixing an affordable price; The promotion of the product which includes advertising, branding etc and The placement or distribution of the product, its retailing and the process by which it reaches the customer.

All these four elements have to be decided and well planned before pitching into any product launch. Other aspects of Traditional marketing Is Company-focused Product-based. Intends only to increase the visibility of the Company and its brand. The message conveyed to the customer is Company-controlled and motivated

A marketer, adopting the traditional method, will use his product's USP (Unique Selling Proposition) to market it. USP is that unique feature which is exclusive to a particular product from a particular brand. Positive aspect of this is that with less number of competitors, USP-marketing is a very novel method but in today's world every other brand has all the features offered by its competitor. Hence the glamour of USPmarketing is fading away.

Advertising and Promotion: Marketing plans and strategies finally end in advertising. For it is advertising which exposes the product to the world and places it in a platform for the target customer to view. It gives the product visibility and helps boosts its sales.

Advertising, in general, can be classified into two trends:

- Above-the-line (ATL) and - Below-the-line (BTL).

ATL: covers all the advertising done through media. BTL: stands for all the promotions- public relations, sponsorships, merchandising etc. In traditional marketing mostly ATL is practiced.

The following media are the ATL modes of advertising: Print Medium: Newspapers, Magazines, Yellow Pages, Posters and Billboards. TV & Radio: All kinds of TV and Radio spots Other Communications: All kinds of mailers and leaflets

The advent of technology has raised questions on whether traditional marketing is valid in the present scenario. Let us analyze the Pros and Cons of traditional marketing over other mediums of marketing and evaluate its validity in the present day world of marketing.

2.3.ADVANTAGES AND DISADVANTAGES OF TRADITIONAL MARKETING:

ADVANTAGES:

Faster Results:

Many forms of internet marketing, such as search engine optimization and banner ads, can take several weeks before any real results start to happen. You are just not going to get that top 5 website ranking from SEO overnight or within the first month even. Furthermore, banner ads are reportedly becoming less effective now-a-days and can also take some time to produce sufficient outcome. Traditional marketing however, can produce much faster and more effective results with well-placed ads that are suitable to a particular audience. We can expect a stronger impact in lesser time with traditional marketing.

Durability:

The truth is many websites are deleted, moved, or abandoned all the time and search engine results also change periodically. Advertising offline has no uncertainties in that nature in any way. You can give someone your business card and that same reference can be good 10 or 20 years later. The same bears true for flyers and posters, although handouts have a slightly lower life expectancy than business cards. The point is that a business is more durable offline than it is online.

Trust:

This might be the number one advantage of offline marketing. Trust is a huge factor of any business, regardless of how it is promoted. Many people are more comfortable with buying products from offline ads than on the internet. The reason is that you get to see the people or company you are interested in buying from and get to know them a little before you actually purchase. More times than
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not, many online ads and websites don't provide that same trust aspect. The lingering of endless scam sites over the internet just makes that problem even worse. So most certainly, trust is more established in traditional marketing than on the internet.

DISADVANTAGES:

Cost & Expenses:

Traditional marketing methods in a huge way have gone the way of the dinosaurit is no longer cost effective to print ads, have flyers distributed, buy radio air time or depend on the age-old word of mouth advertising method. Money is tight and no business can afford to waste money on throwing a wide advertising net that will catch far too many people simply not in the target range of your specific product or service.The bigger the geographical area you want to embrace and the more popular the company you advertise with, the more money you will be spending. What makes it more dreadful is that if you don't place and promote the ad well enough then you can find your self on the bad end of the cost/reward ratio and actually lose money.

Availability:

Time constraint is probably the biggest traditional marketing disadvantage. Online websites function 24/7 while many offline businesses usually operate in
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between 6-12 hours a day and only 5 days a week. A lot of time that could be used to gain more potential customers and make more sales is lost.

Besides having less time to market an offline business, you are also presented with the problem of customers being able to contact you when they want. Most offline businesses don't provide email which means that customers have to wait to the next business day that you are open or have to leave a voicemail on your phone and wait until you contact them back. To many people, this can be very annoying.

Personnel:

Most offline businesses require some kind of work force to maintain them while the internet provides enough tools and support for individuals to usually preserve their business on their own online. Not to mention the added stress and responsibility of having to keep an eye on your workers' attendance and overall performance. The wider the demographic area you are trying to cover, the more of a need there is to have personnel. This means that more money comes out of your business revenue and into the pockets of your employees.

2.4.Traditional Marketing - Is it valid today? When the world shifts gears and operates in a faster pace, it is advisable for us also to follow its lead and take up the trend. Traditional Marketing, say many market analysts, fails to work in today's world. The brand recall is very minimal as the customer is exposed to a variety of brands. Moreover, as every other brand is as good as its competitor, there is no particular reason for the consumer to opt for a particular brand.

2.5.TYPES OF TRADITIONAL MARKETING I.CAUSE MARKETING II.CO-BRANDING III.EXPERIENTIAL MARKETING IV.SURROGATE MARKETING

I. CAUSE MARKETING: Cause marketing or cause-related marketing refers to a type of marketing involving the cooperative efforts of a business looking for profits and a non-profit organization for mutual benefit. The term is sometimes used more broadly and generally to refer to any type of marketing effort for social and other charitable causes, including in-house marketing efforts by non-profit organizations.

Cause marketing can take on many forms, including:

Product, service, or transaction specific Promotion of a common message Product licensing, endorsements, and certifications Local partnerships Employee service programs

Cause marketing differs from corporate giving (philanthropy) as the latter generally involves a specific donation that is tax deductible, while cause marketing is a marketing relationship not necessarily based on a donation. The value realized by Cause Marketing programs will differ among companies and Industries, Some of the potential benefits include:

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 Attracting and Retaining Customers: Companies that have engaged in Cause Related Marketing report that those efforts help attract and build long- term relationships with customer. Market Differentiation: For many companies, Cause- Related Marketing has helped them to create an alternative and distinctive approach to brand advertising. CRM can help companies distinguish themselves from their peers by offering the consumer the opportunity to contribute to something more then the companys bottom line. National and International brands can better identify with their local markets by linking themselves with community organizations, or with regional or nongovernmental organizations. Outreach to Niche Markets: Partnering with nonprofit organizations can help a company to connect with specific demographic or geographic markets. For Example, Ford Motor Company successfully positioned itself among a formerly disengaged target market Women. In addition to its Substantial financial and in kind donations to Race events, The Ford Division of the Ford Motor Company has issued thousands of public service announcements in an effort to both communicate a critical health message to women and to enfold them into its brand identity.

II. CO-BRANDING: Co branding is the utilization of two or more brands to name a new product. The ingredient brands help each other to achieve their aims. The overall synchronization between the brand pair and the new product has to be kept in mind. Example of cobranding - Citibank co-branded with MTV to launch a co-branded debit card. This card is beneficial to customers who can avail benefits at specific outlets called MTV Citibank club. Types of Co-branding Co-branding is of two types: Ingredient co-branding and Composite co-branding. Ingredient co-branding- implies using a renowned brand as an element in the production of another renowned brand. This deals with creation of brand equity for materials and parts that are contained within other products. The ingredient/constituent brand is subordinate to the primary brand.
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For instance - Dell computers has co-branding strategy with Intel processors. Ingredient co-branding leads to better quality products, superior promotions, more access to distribution channel and greater profits. The seller of ingredient brand enjoys long-term customer relations. The brand manufacture can benefit by having a competitive advantage and the retailer can benefit by enjoying a promotional help from ingredient brand. Composite co-branding refers to use of two renowned brand names in a way that they can collectively offer a distinct product/ service that could not be possible individually. The success of composite branding depends upon the favorability of the ingredient brands and also upon the extent on complementarities between them. Advantages and Disadvantages of Co-branding: Co-branding has various advantages, such as Risk-sharing, generation of royalty income, more sales income, greater customer trust on the product, wide scope due to joint advertising, technological benefits, better product image by association with another renowned brand, and greater access to new sources of finance. Co-branding may fail when the two products have different market and are entirely different. If there is difference in visions and missions of the two companies, then also composite branding may fail. Co-branding may affect partner brands in adverse manner. If the customers associate any adverse experience with a constituent brand, then it may damage the total brand equity.

III.EXPERIENTIAL MARKETING: As a unique approach to the task of marketing goods and services, experiential marketing is a concept that integrates elements of emotions, logic, and general thought processes to connect with the consumer. The goal of experiential marketing is to establish the connection in such a way that the consumer responds to a product offering based on both emotional and rational response levels. Here are a few of the basics of experiential marketing, and how this process can often succeed when other marketing strategies fail.

Appealing to a variety of senses, experiential marketing seeks to tap into that special place within consumers that has to do with inspiring thoughts about comfort and pleasure, as well as inspiring a sense of practicality. This means that the marketer needs to have a firm grasp on the mindset of the target audience he or she wishes to attract. By understanding what the consumer is likely to think and feel, it is possible to get an idea of how to steer the customer in a direction
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that will relate with the product, and entice individuals to act on that impulse to purchase. Because experiential marketing connects with the consumer on multiple levels, the strategy is ideally suited for contemporary sales and marketing campaigns. Shortened attention spans demand that any ad campaign make a quick impression, or the opportunity to engage the consumer will quickly pass. While thirty second ads on radio and television once had a great impact, many people now use modern technology to avoid this sort of marketing approach. This means that ads on the Internet, in print media, and on modern billboards must immediately catch the attention of prospective clients and hold that attention long enough to make an impact. Experiential marketing holds the key to making this happen. By appealing to all the senses, and making the connection quickly and seamlessly, this approach to the marketing task ensures that businesses can still attract and satisfy the needs and desires of consumers.

IV.SURROGATE MARKETING: Surrogate advertising is advertising which embeds a brand or product message inside an advertisement which is ostensibly for another brand or product. For example, a cigarette company might issue public service announcements relating to a topic such as lung cancer, using the company's logo or distinctive brand colors in the ads so that people are exposed to the company's branding without seeing an explicit ad for the company's product. The company would justify the advertisement by claiming that it's an example of social responsibility. There are a number of reasons for companies to use surrogate advertising. One of the most common reasons is to circumvent a ban on direct advertisements of particular products. Many nations have laws restricting alcohol and tobacco advertising, for example, so companies use surrogate advertising to market their products. Techniques used might include advertising another product with the same brand name, sponsoring community events, issuing public service announcements, or sponsoring sports teams. All of these activities technically do not violate the ban on direct advertising, but they still get consumers familiar with the company's branding. Surrogate advertising may also be used when companies want to cultivate an image of social responsibility. For example, many health advocates have criticized advertisements for sweet treats aired during children's cartoons. A company might pull outright advertising during these time slots and instead air a series of public service
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announcements about eating a balanced diet, with the announcements bearing the company's branding.

Examples of Surrogate advertising:

1.Bagpiper: It is a famous brand of whisky. In advertisement Bagpiper club soda is shown in place of whiskey. 2.Royal Challenge: Some cricketers are shown in the ad with music, and is also advertised alongside mineral water

THE CONCEPT OF 360-DEGREE MARKETING: That is why today's marketer aims at 360-degree marketing - an all round marketing strategy covering all the available modes and aimed at constant brand recall. This is where online marketing offer a lot of hope for the marketer as the web reaches out to the prospective buyer in a fastest pace possible.

3.DIGITAL MARKETING Digital Marketing is the promoting of brands using all forms of digital advertising channels to reach consumers. It hasnt been very well defined and encompasses things like banner advertising, search engine optimization (SEO) and pay per click email, RSS, voice broadcast, fax broadcast, blogging, podcasting, video streams, wireless text messaging, and instant messaging. Digital Marketing is the pratice of promoting products and services using databasedriven online distribution channels to reach consumers in a timely, relevant, personal and cost-effective manner. Because it is digital, a reporting engine can be layered within a campaign allowing the organization see in real-time how that campaign is performing, such as what is being viewed, how often, how long, as well as other actions such as responses rates and purchases made.

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3.1.Concept of push and pull

There are 2 different forms of digital marketing, each of which has its pros and cons. Pull Pull digital marketing technologies involve the user having to seek out and directly select (or pull) the content, often via web search. Web site/blogs and streaming media (audio and video) are good examples of this. In each of these examples, users have a specific link (URL) to view the content. Pros: Digital Marketing and Power Users of the internet are an integral aspect to the economy. Interactive Media is a form of art and creative inspiration.

Since requests are inherently opt-in, the size of content is generally unlimited. No advanced technology required to send static content, only to store/display it.

Cons:

Considerable marketing effort required for users to find the message/content. Some types of marketing content may be blocked in mixed content scenarios (i.e.: Flash blockers)

Push Push digital marketing technologies involve both the marketer (creator of the message) as well as the recipients (the user). Email, SMS, RSS are examples of push digital marketing. In each of these examples, the marketer has to send (push) the messages to the users (subscribers) in order for the message to be received. In the case of RSS, content is actually pulled on a periodic basis (polling), thus simulating a push. Pros:

Faster delivery - push technologies can deliver content immediately as it becomes available. Consistent delivery - some push platforms have single content types, making it difficult for the user to block content by type.

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Better targeting - since push technology usually justifies subscription, more specific marketing data may be collected during registration, which allows for better targeting and more personalization. Better data - marketing data can be correlated to each request for content, allowing marketers to see information such as user name as well as demographic and psychographic data.

Cons:

Smaller audience - push technology not implemented on common platforms generally need client and/or server software before content can be created, distributed, and/or viewed. Higher cost - less popular platforms may have higher implementation costs. Lesser discoverability - smaller audiences mean fewer views mean less visibility in search engines.

3.2. ADVANTAGES AND DISADVANTAGES:

ADVANTAGES:
1)

2)

3)

4)

5)

Better business and affordability- Unlike other more traditional marketing channels, digital vehicles like email and SMS should be within the budget of even the smallest of retailers. So, promises greater expansion of a business that also at minimal cost. Trackable-Lower revenues and disappointing sales mean its time to re-focus on maximizing ROI, and digital marketing in its very nature is designed to be trackable. Whether you just want to see how many people respond to a specific offer, or you need more sophisticated conversion tracking, you can monitor, in real time, the effectiveness of your digital marketing efforts. Attainable-Gone are the days where only larger companies could effective deploy and manage digital marketing strategies. This is especially true for mobile marketing, in which SMB retailers can use applications like our mobileStorm SMS platform to quickly and easily launch highly effective campaigns, such as mobile coupons. AdaptableBeing stuck with an ineffective marketing campaign can be a serious blow to a retailer, both in terms of lost revenue or even your reputation. Changing course in the traditional media outlets can be cost both time and money. In the digital realm, however, such corrections can be done with minimal effort and expense. CustomizableMost forms of mass communication are geared towards the mass market, meaning that the same message is applied across a wide section of potential consumers. Digital marketing allows you to take an inverse approach,

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giving you the flexibility to customize your offer to a much smaller (and arguably more effective) niche audience.

Disadvantages:
Although digital marketing allows the niche marketing to be targeted more easily, its main disadvantage is that some of the core values tried and tested in traditional marketing, are sacrificed in the process. Also, the personal connection with the consumer is lost in the case of digital marketing and the development of trust is arguably much more difficult to establish in digital marketing.

3.2.TYPES OF DIGITAL MARKETING

3.2.1. Internet marketing (e- marketing)
Internet marketing is the process of marketing a brand using the Internet. It includes both direct response marketing and indirect marketing elements and uses a range of technologies to help connect businesses to their customers. Internet marketing ties together creative and technical aspects of the internet, including design, development, advertising and sales. The main concept of Internet marketing is that the Internet is used as the medium for marketing of products and services and its importance is growing day-by-day. With the growth and importance of the Internet, the importance of Internet marketing strategies has also increased . Today almost all companies, whether small one or the new ones or the well established companies are all using online space and adopting web marketing strategies to increase traffic to their web sites and increasing buy leads and enquiries. Internet marketing helps increasing potential customers and the number of quality leads to your company through your website. Internet Marketing is Used To Help a company in promoting information. Carry out investigations and gather information concerning the clients' profile and future prospects. Sell products and services.

Internet Marketings Basic Form

add consu mer click websi te convers ion 17

Internet Marketing Methods

Internet marketing is connected with many business models or marketing methods,

E-Commerce In this method, goods or services are sold directly to consumers and businesses. Can also be referred as Business to Consumer (B2C). Equally, e-commerce also refers to business to business dealings(B2B). Publishing This form of marketing method is a valuable one. In many blogs or websites, significant revenue and business can be generated from the sale of advertisements featured alongside it. In the Internet publishing model, with good content come good publicity of your company' site. Good content attracts visitors and, as a result, advertisers to the site. Lead-Based Websites Most business organizations can have significant growth by getting sales leads from their websites. This type of marketing method of course may be part of a chain of Internet marketing events that originate elsewhere and ends in lead generation. Affiliate Marketing Affiliate marketing is a method in which products or services developed by one person are sold by another active seller and he in turn gets a percentage of profits. The product's owner usually supports his affiliates by providing the necessary marketing materials like as tracking facilities, affiliate links, and promotional helps such as sales letters, trials, and more. Email Marketing : Email marketing is a form of direct marketing which uses electronic mail as a means of communicating commercial or fundraising messages to an audience. In its broadest sense, every email sent to a potential or current customer could be considered email marketing. The term is also used to refer to: Sending emails with the purpose of enhancing the relationship of a merchant with its current or old customers and to
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encourage customer loyalty and repeat business. Sending emails with the purpose of acquiring new customers or convincing old customers to buy something immediately. Adding advertisements in emails sent by other companies to their customers. An email marketing campaign is a cost-effective and direct way to market and communicate with consumers who have already shown an interest in your product or location. Email marketing nowadays uses an advanced scanning system to scan the type of mails a user sends, by not intruding on his privacy (ie) by scanning the subject of the mail, not its contents. Also his browsing habits are scanned and according to thses results, appropriate advertisements are displayed on his mail web page.

Social Media Marketing: Social media marketing involves online activity within networking communities like Facebook, Slideshare, MySpace, LinkedIn, YouTube, and other social media platforms. This form of marketing offers more exposure, opportunities and ultimately business transactions. It helps in creating interlinked communities and valuable connections with others on a global scale, which at the end serve the main purpose of generating more businesses. Link Building: This is another form of internet marketing where you create inbound links to a site from other sites. In other words, your site is promoted in other sites as well. Online Feedback : Online feedback is critical to the success of any business or organization. It is important to know and understand how customers are feeling about products, services, customer service, employees, and specific processes within the company. MOBILE MARKETING Contextual Advertising - Contextual advertising is the term applied to advertisements mobile phones, where the advertisements are selected and served by automated . The automated systems scan the content which is usually used by the owner of the mobile unit and advertisements targeted specifically at his mindset or his needs are sent and displayed on his mobile. 3.2.2.PRODUCT PLACEMENT AND STEALTH ADVERTISING: Product placement and stealth advertising is the use of branded product as a prop in a production, for a fee. It is a form of advertisement, where branded goods or services are placed in a context usually devoid of ads, such as movies, music videos, the story
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line of television shows, or news programs. The product placement is often not disclosed at the time that the good or service is featured. It involves incorporating the branded product into the dialogue or plot of the sponsored program. The use of stealth advertising is escalating in response to industry changes. In particular, digital recording devices allow consumers to skip traditional commercials. Television producers are left looking for advertising value to the market their programs and sponsors are left searching for innovative methods to promote their goods or services on TV. Stealth advertising is one answer. Advantages: Product placement is the form of advertising that has a diminishing cost due to its longevity Significant increase in brand awareness No Commercial Skipping - since your product is integrated into the show, you have a captive audience Perceived Endorsement - your product/services will be linked with the stars/characters on the show. Realism - consumers feel that products integrated into a show have a higher perceived value then similar products advertised during the same show. Disadvantages: When product placement is not done well, it can seem forced and obvious, detracting from the credibility and quality of experience. Poor product placement can result in viewer fatigue as a result of too much advertising. It is feared that consumers will develop ad-blindness, becoming so accustomed to advertisements that they stop noticing them. When an advertisement is repeated too often, people adapt to their presence and filter them out of their vision. Poor use of product placement can compromise with the integrity of the storyline.

Examples: Dhoom 2: Sanjay Gandavis Dhoom 2 promoted Coke, Pennzoil, Pepe, Sony, Disney channel, Sugar Free, McDonalds, Speed, and Suzuki Zeus. The movie was quite an opportunity for Coke, for both the brand ambassadors of Coke were starring in the movie together for the first time. The cool couple drinking the always coolest drink, perfect for Coke! The cola company had a special campaign for Dhoom 2 where Hrithik Roshan encouraged youngsters to take a swig and go dhoom.
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Rang De Basanti: Rang De Basanti was probably the most successful Bollywood branding in 2006 with its limited edition RDB Coca-Cola bottle, and cameos of Airtel, LG, Berger and Provogue in the film. Coke, in a first of its kind attempt, launched Coca-Cola bottles branded with the RDB title and Amirs picture and produced a movie trailer that was a montage of shots from the film and Cokes Piyo Sar Uthake campaign. Just the right kind of media partners, the films marketing ensured good and effective publicity and both the brands and the movie generated a lot of mileage from each other. Baghban: One of the clear cases of effective placement in recent times was BR films family drama Baghban. The movie creatively integrated five brands in it. The brands included were ICICI Bank, Tata Tea, Archies, Ford and Tide. Baghban truly depicted the craft of product placement. Don: Farhan Akhtars Don promoted Tag Heuer watches, Motorola, Garnier, Citibank and, of course, Oakley sunglasses as well as Louis Philippe outfits. The placement ensured that the viewer noticed dons phone, his laptop, his watch, his sunglasses and the brand names were the focus of the camera work. But it was still done in a subtle way and did not come across as being imposed on viewer.

3.2.3. Viral marketing

Viral marketing, viral advertising, or marketing buzz are buzzwords referring to marketing techniques that use pre-existing social networks to produce increases in brand awareness or to achieve other marketing objectives (such as product sales) through self-replicating viral processes, analogous to the spread of viruses or computer viruses.

Viral marketing may take the form of video clips, interactive Flash games, advergames, ebooks, brandable software, images, or text messages. The goal of marketers interested in creating successful viral marketing programs is to create viral messages that appeal to individuals with high social networking potential
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(SNP) and that have a high probability of being presented and spread by these individuals and their competitors in their communications with others in a short period of time. The term "viral marketing" has also been used pejoratively to refer to stealth marketing campaignsthe unscrupulous use of astroturfing online combined with undermarket advertising in shopping centers to create the impression of spontaneous word of mouth enthusiasm.

Methods

Customer participation & polling services Industry-specific organization contributions Internet search engines & blogs Mobile smartphone integration Multiple forms of print and direct marketing Outbound/inbound call center services Target marketing Web services Search engine optimization (SEO) web development Social media interconnectivity Television & radio

Notable examples 1. Hotmail- Hotmail is one of the most classic examples of successful viral marketing. They offered free e-mail to the masses, and simply attached a signature at the bottom of each e-mail message that promoted their free service. Every single e-mail sent by a Hotmail user contained this message, thus spreading it like a virus. Recipients would see the ad, and as a result, they too signed up for Hotmail. 2. Subservient Chicken- Burger Kings 2004 viral marketing campaign for their chicken sandwiches shows just how fun going viral can be. The Subservient Chicken was a man dressed in a chicken outfit who would perform whatever action you commanded him to. Just one day after the sites launch, one million people had already given their commands to the subservient chicken. 3. Watchmen- One of the most recent examples on this list, Watchmens viral campaign has consisted of fake newscasts and mock PSAs. Judging from the buzz online, these videos are doing their job. Fans are pumped up, and anxiously awaiting the movies release.
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4. Jack in the Box- The latest Jack in the Box campaign is another new example of viral marketing. During the Super Bowl, Jack in the Box ran a commercial that featured Jack getting hit by a bus. The commercial urged people to visit www.hangingtherejack.com . Unfortunately, the site wasnt ready for the surge in traffic, and it crashed during its biggest chance to go hot. 5. Dark Knight- The Dark Knight viral campaign was one of the most widespread of its kind. It included everything from websites for Gotham Cab company to a real life campaign for Harvey Dent. The point is thisthe campaign engaged people on a different level. And you cant argue with the results. The Dark Knight made ridiculous amounts of money at the box office and on DVD. Of course, there were other factors involved (Heath Ledgers death, and just how great the film looked,) but the viral campaign succeeded in creating unprecedented amounts of hype. 6. Smirnoff- Smirnoffs viral Tea Partay video was an instant hit. It features preppy, Ivy League white boys doing a rap about throwing a tea party. The video just begs to be shared with others, making it a viral success. 7. Dove- The Dove Evolution viral ad is effective because it sends a unique, positive message about the true definition of beauty. And this video really did spread like a virus. Not only did it get nearly 2 million hits within a months time, but it also received attention from top TV shows Ellen, The View, and Entertainment Tonight. 8. Peerflix- At the time of launching their viral campaign, Peerflix was a new company offering P2P DVD trading. Playing off the Hollywood theme, they created an online paparazzi game that made participants capture scandalous photos of celebrities. Within just 90 days, 2 million people had played the game, and 5% went on to view the Peerflix website. Thats a significant boost in brand exposure. 9. Bob Dylan- To help promote his greatest hits boxset, a viral campaign was created that allowed users to send messages in the form of the classic Subterranean Homesick Blues video. It was an effective and engaging idea that proved to be a great success

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3.2.4.Shopertainment
Shoppertainment Getting people to spend more time shopping by adding entertainment to malls is an idea thats becoming more and more common and if the competition from e-tailing is to be thwarted, imperative. Gone are the days when a weekly grocery shopping meant a quick dash to the supermarket with bags full of value for money groceries. Today retail is integrated with entertainment and the meaning of weekend shopping is given a whole new dimension. Now you step into a huge mall, have fun at the bowling alley or take your kids to the play area or get yourself pampered to a spa, then have lunch in one the numerous restaurants, take a leisurely stroll around the 100s of retail outlets and probably go back home after catching the latest comedy in the evening show. With the continuing trend towards retail concentration and the emergence of the marketing savvy consumer, there has never been so much competition for the retail dollar. This, in turn, has generated significant change and development in the field of grocery retailing. Causes and effects to this retail revolution The disposable incomes of families have increased. Most middle income families now seek more wholesome entertainment. This economic trend called the experience economy demand quality entertainment. While the disposable income has increased, the disposable time for family has decreased. Hence the concept of retailing along with family entertainment is fast becoming the way of life. Shoppertainment offers out of home leisure to all ages throughout the year. Unlike natural surroundings, malls are not affected by seasonal and whether changes.

Examples:
1. Just for Feet, an athletic shoe retailer, has indoor basketball courts, walls of video screens, laser light shows,restaurants and athletic event viewing in their stores. 2. Once complete, the 12.1 million ft Dubai Mall the newest project from Emaar Malls Group LLC will be one of the worlds largest shopping and retail destinations. Some of the most innovative components within the facility are: Fashion Avenue, where a fully retractable LED catwalk, 1,200 retail outlets, two anchor department stores and over 120 food and beverage outlets, an aquarium
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featuring 33,000 aquatic animals, representing over 85 different marine species, apart from the worlds largest indoor gold souk and the ice rink, 22 screen Cineplex.

3. Oberon MALL is a unique lifestyle shoppertainment centre, being fully

conceptualised, developed and promoted by the Oberon Group of Companies, India. With glittering exterior facades and signages, an auto walk system on the ground floor, ATMs at entry points, barrier free access to all levels, a whole floor dedicated to recreation, food and entertainment for the entire family, Oberon MALL offers a cornucopia of enticement and excitement. 4. The new Nike Toronto, features images and stories of Canadian sports heroes throughout its 23,000-sq-ft store featuring apparel, footwear and accessories in 12 sports pavilions, including running, golf, basketball, all-conditions gear and hockey. Music, sound effects and interactive displays can be found in each pavilion

4. DIGITAL Vs TRADITIONAL MARKETING: A NEW EMERGING MODEL

A comparative Model Analysis:

The Traditional Marketing Model Sometimes you are so close to something you can't really see it clearly. That's the case for the traditional model of professional services marketing. It goes something like this:

Business man approach es client

Developin ga working relationsh ip

Developin g trust

Objective of marketin g achieved

It has been the dominant model for how to market professional services for many years and is basically a relationship model
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The dominance of this model has steered people toward certain marketing approaches, such as networking events, volunteer activities, sponsorships, and cultivating referral sources. People in this camp rely on collateral pieces to explain their services and use limited advertising to "build awareness." Their main thrust, however, has been on establishing personal relationships. Hence this model culminates into the GURU MANTRA "It's not what you know, it's who you know." The Digital Marketing Model Today, a new model is emerging. It's taken a good while for it to take hold, but it is quite different in tone and approach. It goes something like this:
Objective of marketin g achieved

Client approach es business

Client is impresse d by the work

Developin g trust

The final result of both the models is the same, but you get there in very different ways. This new model is associated with a different set of techniques. Lead generating websites, social media, search engine optimization and content marketing are a few that come to mind. Advertising is often of the pay-per-click variety. Useful content leads the way, relationships follow. The GURU MANTRA seems to have changed to "You're exactly who I'm looking for."

SWOT ANALYSIS: Both approaches involve a trusting relationship, but they get there in very different ways. One cues off of a personal relationship, the other off of sampling your work. In one you find the prospect, in the other they find you. Strengths of Traditional Marketing

Tried and true. People are comfortable and familiar with it. Locally oriented Built on face-to-face interactions so you can learn a lot about potential clients

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Limitations of Traditional Marketing

Limited access to distant markets Long business development cycles are common Hard to scale without adding significant overhead (people and offices) Hard to measure and project results

Strengths of Digital Marketing

Geography is less important. Can go national or global more easily Very scalable Costs per opportunity decrease with scale Shorter business development cycles are possible Easier to measure and project results

Limitations of Digital Marketing

Global reach equals global competition No local familiarity Need to invest over time to see success No face-to-face contact to read the prospect or reassure.

The traditional approach to professional services marketing clearly favors locally oriented generalists. Digital marketing is much better suited to more narrowly focused specialists with larger aspirations.

5.Tradigital Marketing 5.1.Introduction: The popularity of social media in marketing and PR continues to grow at a rapid pace, with more businesses taking this form of communication seriously every day. From restaurants to fashion, technology to travel, we can find information, special deals and customer care from our favorite brands. While social media is an important element to business marketing and PR, its not a replacement for additional, proven forms of promotion. With its low cost, easy barrier-to-entry and seemingly widespread reach, its tempting to think social media can replace other forms of marketing. But its important to remember that social media is only one promotional tool in the smart business marketing toolbox. Two important things to remember in business marketing today are integration and interaction. Something that has been working a business should not be abandoned just

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because social media is the hot new thing on the block. In theory, the online and offline campaigns can be integrated for optimum results. One of the best marketing efforts has always been to have third-party, positive testimonies about your business or products. This traditional element to marketing is still incredibly important and can become a much more powerful program with a social media element. With social media tools, the case study can become so much more than words on a page; it can come to life as a much more intriguing story by including video, interactive comments from viewers, and more. Social media in marketing can enhance marketing efforts and make them more interesting, interactive and memorable. But social media in and of itself doesnt replace traditional efforts. Both are important for success today. This is the essence of Tradigital Marketing. When both are connected effectively, traditional and digital marketing tactics offer immense opportunities to build market recognition, increase brand awareness and provide the foundation for strong and sustainable growth. The Multi-Touch approach combines traditional marketing (advertising, public relations, events, etc.), which offers opportunities to reach the masses, with digital marketing (social networking, SEO, etc), which offers a more personalized, one-on-one communication opportunity. This integration allows marketers to offer consistent messaging that resonates to as many of the right customers as possible, through all the proper channels.

5.2.TYPES OF TRADIGITAL MARKETING: 5.2.1 Mobile marketing as tradigital marketing Aside from traditional SMS marketing that we are accustomed to, there are several other forms of marketing that are available on mobile. With the knowledge of mobile marketing methods, campaigns can be built around mobile and be used as a bridge between various types of marketing media. As marketing moves into a more interactive foray that prioritizes and empowers the enduser, multi-channel marketing allows brand managers to communicate effectively with their audience. Any brand that strategizes to deliver relevant content across multiple channels has the opportunity to foster more consumers and social brand advocates who can carry the campaign message further than single channel marketing. It allows the audience to interact and experience the brand and also take it a step further by disseminating the information with their peers. Take QR codes for example. QR coding takes a proactive stand on interactive and indepth marketing. The strength of the use of mobile in this technology lies in its combination with traditional marketing channels rather than on its own. QR codes
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integrate traditional and digital marketing, providing users with a more dynamic experience, often bringing people back to a website or social network. Another technology that is unique to mobile is that of location-based applications. These take marketing to a new level of interaction and engagement. Through the use of virtual checkpoints in real locations, businesses are able to integrate direct marketing methods like sales promotion and coupon redemptions with such new media. Hence having a multi-channel marketing campaign empowers marketers by enabling multiple exposures of their key messaging. The power of Mobile is in the ability to bridge both traditional and digital media.

5.2.2. Communal Marketing Communal marketing refers to a marketing practice that incorporates public involvement in the development of an advertising/marketing campaign. A "communal advertising" campaign invites consumers to share their ideas or express their articulation of what the brand means to them through their own personal stories, with the use of print media, film or audio. The resulting "consumer generated content" is then incorporated into the campaign. Finally, the result of this collaboration is showcased, often in a cross-media campaign, to invite the extended community of like-minded individuals to share in the results, thereby creating a communal bond between the "brand champions as advertisers" and other individuals who have a natural affinity with what the brand has to offer. The end result provides the brand with a way to create a deeper connection with their core market, while also opening up new pathways to extend the relationship to new customers. Communal marketing is not the same as viral marketing or word of mouth advertising, however, the end result of a communal marketing campaign achieves a high level of publicity within high relevance communities. In communal marketing, the very act of reaching out to consumers to invite them in as co-collaborators and co-creatives, is a fundamental component of the marketing campaign. The construct naturally lends itself to other "communal" marketing activities, like "communal branding" and "communal research." For example, Peter Jackson, in the making of The Lord of the Rings, reached out to loyal followers of the book to help weigh in on some major directorial decisions.

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5.2.3 COMPARATIVE ADVERTISING:

Comparative advertising is an advertisement in which a particular product, or service, specifically mentions a competitor by name for the express purpose of showing why the competitor is inferior to the product naming it. This should not be confused with parody advertisements, where a fictional product is being advertised for the purpose of poking fun at the particular advertisement, nor should it be confused with the use of a coined brand name for the purpose of comparing the product without actually naming an actual competitor. Comparative advertising is not used solely for the promotion of a product or service. It has become a common technique used in political advertisements, with one candidate listing how he or she would not have made the same specific decisions as the incumbent if elected. It is popular with companies releasing new products, as the focus of the ad will be how the new product is better than products already on the market Advantages: The message and the brand are better kept in mind. Detailed and explicit information reduces confusion. Improves the products perception. The buying intentions increase. It promotes competition. This kind of advertising is oriented towards the consumer because it advertises not only a product but it also insures the consumers to be well informed. It aims to objectively and truthfully inform the consumer which promotes the transparency of the market.

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It can facilitate efficient decision-making, and fill the gap in the consumer's search for meaningful information.

Disadvantages:

Decrease of the compared brands` fame (mainly through price comparisons). High promotion costs (the companies whose products are put in a bad light are forced to reply by developing new advertising campaigns insuring a good positioning of products and reducing the negative advertisings effects and which are a lot more expensive). Increase of law suits number between different companies due to this type of advertising .

Examples: A picture showing UPS trucks being transported by FedEx trucks. Both the companies are prominent courier service providers.

: This advertisement shows the campaign of BMW which compares the achievements of BMW and Audi.
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5.2.4.Collaborative marketing Collaborative marketing is one of the newest and most innovative forms of marketing. It is very popular in todays competitive world and more and more entrepreneurs and companies across the globe are opting for this technique to get better returns and sustain the market in the long run. In order to understand the concept, we need to properly analyze the evolution of collaborative marketing. In simple terms, collaborative marketing is based on the purpose of building an interactive platform among the producers and the customers. Due to globalization, the world has become a global village and people stay connected with various forms of social media such as internet, social networking sites, and search engines and so on. This has led to the growth of the concept of collaborative communities between producers and consumers, on which the marketing concept is based. With the gradual increase in the popularity and usage of the internet and web based applications, more and more innovative techniques like collaborative marketing came into existence. Apart from the conventional channels, companies and entrepreneurs across the world felt a growing need to make their presence felt online as well. As the internet brought people closer, it started becoming a very popular marketing tool to build a huge customer base and promote products and services.

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5.2.5. Article marketing: Article marketing is a type of advertising in which businesses write short articles related to their respective industry. These articles are made available for distribution and publication in the marketplace. Article marketing has been used by professionals for nearly as long as mass print has been available. In paper-print form (as opposed to online forms), article marketing is utilized commonly by business owners as a means of obtaining free press space. A local business provides useful content to the newspaper that too free of cost and in return the newspaper prints the business contact information with the required article. Because newspapers and other traditional media are expected to present content on limited budgets, this arrangement is generally advantageous for all parties involved. Internet article marketing, is an Internet marketing approach to subtly promote products and services online via article directories. Article directories having good web page rank receives excessive quantity of site visitors and are thought-about authority sites by search engines, which often leads to receiving good quantity of traffic. These directories then go on to the author's website and in addition sends traffic from readers. Internet marketers will typically attempt to maximize the results of an article advertising campaign by submitting their articles to a number of article directories. However, most of the major search engines want to filter duplicate content to stop the identical content material from appearing multiple times in searches. Some marketers attempt to circumvent this filter by creating a number of variations of an article, known as article spinning. By doing this, one article can theoretically acquire site visitors from a number of article directories. 5.3. Success stories 1. The chronicles of Narnia film was a huge success because of a unique marketing strategy adopted by the producers of the movie. They launched an online game of hide and seek prior to the release of the movie. It was promoted extensively and even before the release of the movie there was a huge crowd of fans in the market. So when it was released it was a massive hit. This shows a complete blend of traditional and digital marketing as the producers built a traditional relationship with the customers using digital means. 2. SIGG is a bottle manufacturing company with headquarters in Fraunfeld. SIGG bottles are designed and manufactured in Switzerland from Aluminium or in China from stainless steel. This bottle was a huge success worldwide due to the unique strategy adopted by the company. Bottle designing was promoted by the company and the individual gets a huge sum of money resulting in a huge expansion of the business of the company.

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6. INNOVATIONS & TRENDS IN MARKETING TECHNIQUES:

Markets have on the whole evolved over the past few years. So have the marketing techniques. From the age old barter system, where relationship building with the customer and values like trust were of prime importance to the recent terms like shopertainment, guerrilla marketing etc. the marketers sure have evolved a great deal. Some of the marketing innovations, making use of traditional, digital or both are as illustrated under: DISINTERMEDIATION & REINTERMEDIATION: In economics, disintermediation is the removal of intermediaries in a supply chain: "cutting out the middleman". Instead of going through traditional distribution channels, which had some type of intermediate (such as a distributor, wholesaler, broker, or agent), companies may now deal with every customer directly, for example via the Internet. One important factor is a drop in the cost of servicing customers directly. Disintermediation initiated by consumers is often the result of high market transparency, in that buyers are aware of supply prices direct from the manufacturer. Buyers bypass the middlemen (wholesalers and retailers) in order to buy directly from the manufacturer and thereby pay less .A typical B2C supply chain is composed of four or five entities (in order):

Supplier Manufacturer Wholesaler Retailer Buyer

The Internet modifies the supply chain due to market transparency and the disintermediated chain now becomes:

Supplier Manufacturer Buyer

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Examples: The most notable example of disintermediation is Dell, which has succeeded in creating a brand, well recognized by consumers, profitable and with continuous growth.

Reintermediation can be defined as the reintroduction of an intermediary between end users (consumers) and a producer. This term applies especially to instances in which disintermediation has occurred first and failed. At the start of the Internet revolution, electronic commerce was seen as a tool of disintermediation for cutting operating costs. The concept was that by allowing consumers to purchase products directly from producers via the Internet, the product delivery chain would be drastically shortened, thereby "disintermediating" the standard supply model middlemen. However, what largely happened was that new intermediaries appeared in the digital landscape. Reintermediation occurred due to many new problems associated with the e-commerce disintermediation concept, largely centered on the issues associated with the direct-toconsumers model. The high cost of shipping many small orders, massive customer service issues, and confronting the wrath of disintermediated retailers and supply channel partners all presented real obstacles. Huge resources are required to accommodate presales and post sales issues of individual consumers. Before disintermediation, supply chain middlemen acted as salespeople for the producers. Without them, the producer itself would have to handle procuring those customers. Selling online has its own associated costs: developing quality websites, maintaining product information, and marketing expenses all add up. Finally, limiting a product's availability to Internet channels forces the producer to compete with the rest of the Internet for customers' attention, a space that is becoming increasingly crowded over time. Examples: Maybe the most notable example of reintermediation is the Levi Strauss company, which unsuccessfully launched a multimillion dollar web site and later shut down most of its online operations.

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AMBIENT ADVERTISING: Ambient advertising is a form of advertising done in a non-traditional media or using a medium in a way it has never been used before either as part of the mainstream campaign or as a stand alone activity. It helps brands be more a part of people's lives, say advertising professionals. The concept of guerrilla marketing was invented as an unconventional system of promotions that relies on time, energy and imagination rather than a big marketing budget. Typically, guerrilla marketing campaigns are unexpected and unconventional, potentially interactive, and consumers are targeted in unexpected places. The objective of guerrilla marketing is to create a unique, engaging and thoughtprovoking concept to generate buzz, and consequently turn viral. The term was coined and defined by Jay Conrad Levinson in his book Guerrilla Marketing. The term has since entered the popular vocabulary and marketing textbooks. Guerrilla marketing involves unusual approaches such as intercept encounters in public places, street giveaways of products, PR stunts, or any unconventional marketing intended to get maximum results from minimal resources. More innovative approaches to Guerrilla marketing now utilize cutting edge mobile digital technologies to engage the consumer and create a memorable brand experience. Other developments in ambient include holographic billboards, light-emitting paper and sophisticated lenticulars, which give movement to two-dimensional images. One form of ambient advertising is Reverse graffiti, also known as clean tagging. It is a method of creating temporary images on walls or other surfaces by removing dirt from a surface. It is often done by removing dirt/dust from windows or other dirty surfaces.

Advantages and disadvantages: The main advantage is that with a bit of creativity, it makes a lasting impact in the minds of the potential target consumer with minimum cost. Instead of the traditional advertisements which rely on being visible to the consumer at all times, this method of advertising relies on being memorable in the minds of the consumer, making it unnecessary to waste resources for the advertisement to be posted everywhere.

The disadvantage is that making an impact on the consumer with limited resources requires a lot of creativity and as such, it is not an exact science, so the advertisement
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may fail miserably at impressing the target. Some people may also find PR stunts and street giveaways to be annoying. There are many new technological developments, which are making ambient advertising easier to carry out but, due to cost, these are often impractical. As a result most ambient campaigns are low-tech

Examples of ambient advertising : Microsoft promoted the Xbox gaming console by creating drawings on pavements promoting the "play more" tagline of Microsoft's X-Box or dressing famous city statues in branded jeans to promote a Yahoo.com celebrity auction. Dutch company vizoo has provided lifesize holograms for interactive ambient advertisements to companies like Dell, Google, and Apple. Other visual examples:

Conclusion:
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Traditional marketing with its unique customer relationship model leave a huge impact on the mind of customers. This relationship is very strong and customer is totally enticed by the product but Traditional marketing is very slow expensive and cover only small area here, Digital marketing takes a upper hand as it is very fast and can reach millions of people. Tradigital is a combination of traditional and digital approach of marketing and having flairs of both could open a new chapter in a whole marketing era. Innovation is a key for success in marketing and Tradigital with its innovative approaches will be an emerging trend in near future.

References:
1. Six Pixels of Separation-Mitch Joel
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2. 101 Ways to Boost Your Web Traffic: Internet Promotion Made Easier, 2nd Edition 3. Introduction to Digital Media

4.Websites: http://www.marketingpower.com/AboutAMA/Documents/JPPM_Forthcoming/emb edded_advertising_on_television.pdf http://www.auburn.edu/~rotfehj/CovertMarketing-JPP&M.pdf http://www.vikalpa.com/pdf/articles/2005/2005_jan_mar_67_75.pdf http://www.thehindubusinessline.in/2003/05/23/stories/2003052300090900.htm http://www.wisegeek.com/what-is-surrogate-advertising.htm http://www.indianmba.com/faculty_column/fc266/fc266.html http://www.managementstudyguide.com/co-branding.htm http://images.businessweek.com/ss/09/07/0710_cobranded/1.htm http://searchcrm.techtarget.com/definition/viral-marketing http://en.wikipedia.org/wiki/Communal_marketing http://dspace.iimk.ac.in/bitstream/2259/367/1/215-218.pdf http://bizcem.com/insights/the-evolution-of-collaborative-marketing/ http://www.wisegeek.com/what-is-experiential-marketing.htm http://www.entrepreneur.com/marketing/marketingcolumnistkimtgordon/article159 474.hml http://www.quirk.biz/resources/88/What-is-eMarketing-and-how-is-it-better-thantraditional-marketing

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