01
Original Article
Open Access
A Study and Assessment of Selected Elements of the Visual Aspects of Collectible Chocolate Packaging with the Use of the Eye - Tracking Method
Agnieszka Sylwia Cholewa-Wójcik, Jarosław Świda
· pp. 7–18
DOI: 10.17010/ijom/2015/v45/i7/79922
The visual aspect of packaging is a very important carrier of a specifically encoded market communication system. It is a certain form of a "language" that should lead to attracting the consumer's attention to a product, then decode the message, …
Keywords:
Packaging, Visual Aspect of Packaging Design, Eye-Tracking, Consumer Behavior, Neuromarketing
02
Original Article
Open Access
Green Marketing: The New Strategic Imperative by Firms in India
Kanak Tara, Saumya Singh, Ritesh Kumar
· pp. 19–34
DOI: 10.17010/ijom/2015/v45/i7/79926
The world has now become a single stage, and we are now moving forward with a common goal of protecting the environment and attaining sustainable development. The green marketing philosophy is getting stronger among the masses, and this attitude of …
Keywords:
Green Marketing, Economy, Social, Environment, Opportunities, Challenges, Sustainable Development
03
Original Article
Open Access
Product Placement in Movies: Relationship Between Beliefs Towards Product Placement and Usage Behavior
Ishtiaq Hussain Qureshi, Maleeha Gul
· pp. 35–47
DOI: 10.17010/ijom/2015/v45/i7/79927
Product placement (PL) in movies is an emergent media vehicle for promoting brands and products. It is receiving a great deal of attention from both academicians and media persons. This paper presented an exploratory quantitative study that reports the beliefs …
Keywords:
Product Placement in Movies, Beliefs about Product Placement, Behavior, Advertising
04
Original Article
Open Access
Permission Marketing: An Analysis with Reference to Banking Promotional E-mails
Nimit Gupta
· pp. 48–55
DOI: 10.17010/ijom/2015/v45/i7/79929
Permission marketing is a strategy which utilizes e-mail and mobile technology to send consumers information that they have agreed to receive. It seeks permission from the consumer to receive marketing messages. In short, customers volunteer to be marketed to. Permission …
Keywords:
Permission, Permission Marketing, Banks, Bank Marketing, E-Mail Marketing
