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Books on Brand Activation

Created by : Sumedha Sachdeva, MBA/PGDM student, Symbiosis Institute Of Mass Communication (SIMC), Pune  | 09 20 2009 21:31:28 +0000
Keywords : activation btl on-ground activation
Activity:  324 views;  last activity : 07 06 2010 20:18:09 +0000

With the increasing clutter and a large no. of brands competing for the consumer's share of mind, brand activation is becoming important to grab the target audience's attention by making the consumer have an experience with the brand.

What are the books available in the category of brand activation(below the line activities et al) with specific reference to the Indian market, since going local and establishing a connect with the consumer is the mantra.

How important is it to understand the local culture and taste to have a connect with the consumers there and make them believe our brand. What will be the place occupied by activation in the advertising pie and its impact on consumers decision to buy a particular brand?

 

  
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The brands are moving more towards the consumer by engaging them with a brand experience. the era of traditional form of advertising that prevailed for a long period of time and exists even today is moving more towards the real-brand experiential marketing.


By Sumedha Sachdeva, MBA/PGDM student, Symbiosis Institute Of Mass Communication (SIMC), Pune  | 09 20 2009 21:31:28 +0000
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