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Learning Resource Centre Monthly Bulletin |
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Learning Resource Centre Monthly Bulletin |
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| New Books |
 B119491 India on Television By Mehta Nalin |  B119497 Classical Storytelling and Contemporary Screenwrit By Price Brian |  B119500 Writing Movies for Fun and Profit By Lennon Thomas |
| Click Here to learn about the Recent Books added to our collection on different topics of Management. |
| Articles |
| Comparative Study of Digital and Traditional Print Advertising: Visual Analysis & Impact of Ching`s campaigns Evaluation in India. By Vyas, Naisargi;Dave, Dushyant Advances in Consumer Research. Jan2026, Vol. 3 Issue 1, p663-672. 10p. Abstract :This research paper comprehensively compares digital advertising and traditional print newspaper advertising in the Indian fast, moving consumer goods (FMCG) sector. It uses Ching`s Secret Schezwan Chutney advertisements as a case study to illustrate the point. The paper focuses on two different executions for each campaign, Image 1 is the digital "AAG LAGA DE!" campaign which was promoted on Facebook, Instagram, and YouTube while Image 2 is the print "Agent Ching Attacks" campaign that appeared in Times of India in major metros like Delhi (1, 132, 235 daily circulation), Mumbai (810-365 daily circulation), Bangalore (517-568 daily circulation), and Chennai (255, 000 daily circulation). The investigation covers the visual aesthetics aspects such as typography, grid layout, colour story, and graphic design evaluation; neuromarketing ideas including emotional priming, transfer of source, credibility, direct and indirect vision impact, and subliminal processing; measurable results like engagement rates, click, through rates, cost, per, acquisition, and trackability; thorough media planning and budget allocation strategies; and the efficacy of headlines and slogans in changing consumer behaviour. The paper traces the relationship of almost 11 years between Ching`s Secret (₹5, 500 crore brand, Capital Foods was the owner up to Tata Consumer Products acquisition in January 2024 for ₹5, 200 crore) and Isspeshal StratCon LLP, a creative strategy firm led by Chief Storyteller Ashiish V Patil, whose cinematic campaigns, directed by Shaad Ali, Rohit Shetty, and Atlee Kumar, have won many accolades. The results reveal that digital advertising, while offering real, time measurability, surpassed print quite handily in terms of engagement rates (4.2% vs 1.8%) and click, through rates (3.75% vs 0.5%). However, Times of India print editions still have undisputed strengths in terms of credibility perception (15, 25% higher trust scores), engagement duration (4, 8 minutes vs 2, 3 minutes), and cultural legitimacy in Indian consumer consciousness. The authors argue that a synergistic combination of digital and print, where the former offers targeting accuracy, instant performance evaluation, and rapid optimization while the latter contributes to trust building, demographic penetration of 45+ age groups and tier, 2/3 cities, and cultural authority, essentially forms the most impactful contemporary FMCG advertising strategy in India`s dynamic media environment. [ABSTRACT FROM AUTHOR] | |||
| Adoption of OTT and Acceptance of Product Placement: A Systematic Review of Changing Viewer Preferences in India. By Prajapati, Mahendra;Sarkar, Archana Advances in Consumer Research. Dec2025, Vol. 2 Issue 6, p1303-1308. 6p. Abstract :This systematic review brings together academic research, empirical evidence, and industry reports to explore two major developments in India`s media landscape: the widespread adoption of OTT streaming platforms and the growing acceptance of product placement as a marketing strategy. Drawing from studies in communication, consumer behaviour, marketing, and media economics, the review identifies three forces driving this transformation--rapid technological progress, increasing demand for diverse and localized digital content, and the evolution of product placement techniques across cinema, streaming platforms, and mobile environments. The study introduces a conceptual model that explains how platform features, access to digital technology, and content attributes shape viewer attitudes and influence brand recall, while demographic factors and screen-specific behaviours moderate these effects. The findings suggest that as viewers shift toward personalized and mobile-first consumption, product placement has become more dynamic, data-informed, and context-sensitive than in traditional cinema. The review underscores important implications for marketers, platform designers, and researchers, highlighting the need for adaptive storytelling, analytically guided placement strategies, and closer attention to ethical challenges. Overall, this work offers an integrated framework for understanding how digital innovation continues to reshape both OTT adoption and product placement practices in India`s rapidly evolving entertainment ecosystem. [ABSTRACT FROM AUTHOR] | |||
| Application of Social Media Marketing on Medical Tourism in India with Reference to Pune City. By Chand, Kshirod Kumar;Sharma, Mayanka Parmeshwar Advances in Consumer Research. Dec2025, Vol. 2 Issue 6, p863-869. 7p. Abstract :India has been witnessing continuous growth in medical tourism owing to increasing global healthcare expenses, enhanced medical facilities, and growing digital interconnectivity, and Pune is also a leading competitor in terms of providing specialized and low-cost medical services. It is against this background that the study seeks to explore the effects of social media marketing when it comes to creating awareness, trust and destination choice among medical tourists who are looking at Pune. Directed by goals aimed at comprehending digital communication and evaluating the perceived utility of social media, the study should be designed as qualitative, descriptive, and analytical, all relying on secondary data obtained on the basis of scholarly articles, industry reports, websites of hospitals, and social sites. The study of the available literature and documented digital practices demonstrates that social media is the key to improving visibility, creating an impression of hospital credibility, and reaching out to the global patients via testimonials, video-related content, and interactive communication. The results suggest that social media helps a great deal in enhancing the Pune brand as a medical tourism destination by mitigating the information asymmetry, making healthcare brands more human, and increasing the international reach; structural elements like clinical quality, accreditation, and international affiliations continue to play a role in final patient choice. The study concludes that social media is a decisive facilitator of online reputation-building, but its power can be the most significant when combined with the sound healthcare standards. Shortcomings are experienced due to the sole use of secondary data, which does not allow one to see real-time patient behaviour. The study can be developed in the future to include primary data, cross-platform analytics, and comparative research with other medical tourism destinations to create more detailed and implementable results. [ABSTRACT FROM AUTHOR] | |||
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| News |
| Ban, regulate or reform? Social media & under-15s The India question By Times of India; Mar 1 2026 |
| Centre will stick to social media content takedown deadlines, say officials By The Economic Times; Mar 4 2026 |
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