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Published: Monday, 22 February, 2016 10:35 AM
MICA today hosted the lastday of its third annual International Communication Management Conference (ICMC), being held at its premises from February 18 to 20, 2016.
The theme for this year’s conference is “Marketing Reborn: Traditions, Trends and Techniques”. Today’s valedictory sessions involved talks by eminent industry professionals addressing key emerging trends in marketing across industry categories. The Conference began at 10 in the morning at the Mani Aiyer Auditorium.
Celebrity Endorsements and entertainment theory were discussed in light of integrating the concepts of celebrity worship and celebrity profession. There was a discussion on rumour sharing in the marketplace and how it is a manifestation of anxiety, arousal and valence. There was a video content analysis of the ‘Khushboo Gujarat Ki’ campaign, which was followed by a discussion on branding Gujarat as a tourist destination. The discussion ended with an analysis of the impact of television advertisements on children’s buying behaviour for food.
Anuj Kapoor, from FMS, DU,spoke about affiliate marketing as a type of performance based marketing that helps in creating value for consumers and marketers through strategic methods. He concluded by circling around the implications of such marketing on market potential, target population and product mix.
Dr. Varsha Jain (a professor at MICA) along with a second year student, Hardeek Shah, discussed the concept of brand image in the context of ‘Yoga’ as a form of art in India.
Prof. FalguniVasavasaOza and Gurpreet Kaur, focused their discussion on branding of intangibles. They spoke about marketing communication strategies to promote heritage. They took literature and it’s narratives to bring to context consumer experiences with heritage.
Pallavi Thacker and H.P. Mathur from Faculty of management Studies, Banaras Hindu Universitylooked at how companies use social-media based and Internet based strategies to build their brands. They spoke about the power of Facebook and how the number of people on Facebook makes it the world’s largest country.
At the Valedictory function of ICMC 2016, the keynote address was delivered by Mr. Anil Gupta. He spoke about how in today’s age, our identity is questioned and in these times we seem to be looking for confirmation. He opined that we need to ask question about “kind of market” we have created and what are the forces that shape identities of nations, cultures.
He also mentioned that we need to remember ancient Charvak and Madhyamarg , a Strong tradition of debate and an art of broadening one’s range of perceptions, that existed 2000 years ago, as the culture of questioning broadens the range of argument and look at different traditions-language, design, metaphors (not just as a short hand to catch hold of consumer).
He emphasized that communication creates empathy which in turn creates innovation. He also discussed the role of language in shaping thought. His address also stressed on the role of cooperation and competition in attracting the consumer, as markets are evolving through the power of cooperation and one cannot put together people, planet and profit without such cooperation as brought about by Shared markets, culture, metaphors.
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