PR and Advertising

Both PR and advertising help build brand perceptions. They complement each other. However, the approaches are different. Advertising message propagated through media develop consumer awareness and persuade them to buy the brand. PR addresses the stakeholders and builds corporate image and reputation . This creates favourable public attitudes. PR establishes a relationship between the organisation and the public it deals with. PR is thus broader in its outlook. PR and advertising use media differently.

Advertising buys media time and space. PR uses media gatekeepers. These are anchors, writers, news broadcasters, talk show comperes, editors, producers. PR uses media and it is labelled as publicity. Publicity means favourable media coverage without paying for it. Even when PR uses paid media, its focus is not on the sale of individual brands but on the whole organisation.

PR thus depends on gatekeepers. The story the PR produces may be edited by the media. In contrast, advertising runs as the client wants it to run. Thus PR and advertising differ in control aspects of media.

Besides, media coverage by PR is trusted more than advertising. PR is considered as transmission of information, rather than an attempt at salesmanship. Thus PR has greater credibility.

Wage Code

The government has issued Code on Wages, 2019. It has subsumed four laws — the Minimum Wages Act, the Payment of Bonus Act, the Equal Remuneration Act and the Payment of Wages Act. The Code was introduced in parliament to simplify labour laws and amend them. The idea is to facilitate the ease with which business can be done.

It is to be understood that an employee under the Code in Sect 2 (k) includes managerial and administrative employees. However, the code also defines ‘worker’. In Sec 2 (z), it excludes managerial and administrative staff. The Draft Code has framed rules leading to the conclusion that minimum wages would be fixed for workers who are categorised as skilled, semiskilled and unskilled. There is a category of highly skilled too. A list of jobs has been given which have been put into different skill categories. No mention has been made of managerial and administrative staff. Thus it is obvious that the provisions of fixing minimum wages are not applicable to the category of managerial and administrative staff.

Sect 14 provides for an overtime to an employee who is paid minimum wages by the hour, by the day, or by such a longer wage period as prescribed.

In Schedule E, there is reference to manual and menial nature of work. Thus OT is not paid to managerial and administrative employees under the Code.

Under Section 72 of the Code, wages must be paid to employees within two days from the date of ouster of an employee from the company. There was similar provision under the Factories Act, 1948 and the Payment of Wages Act, 1936. These two have been repealed.

The payment of Bonus Act has a wage limit for Bonus payment. Those who earned up to Rs. 21000 were eligible to receive bonus. The Code has a similar provision.

There is a new definition of wages. It is necessary to consider 50 per cent of gross salary — basic plus DA while ascertaining wages. Sect 2 (Y) of the c

Code defines wages and includes basic plus DA plus retaining allowance. It excludes bonus, conveyance allowance, PF/Pension contribution, special expenses, HRA, remuneration payable under settlement or the order of Tribunal, OT, Commission etc. If the exclusions are more than 50 per cent of gross remuneration, then a percentage of remuneration that is more than 50 per cent will be added to the wages.

The Code provides for coverage of contract labour supplier and a contractor for contract of works.

Role of Communication in Branding

A burger is a product, but McDonald’s is a brand. A toothpaste is a product but Promise is a brand. A company has to establish its brands successfully, and this function is called brand management. Marketing communication plays a major role by establishing unique identity of the brand. Consumers deal with this identity. The whole process of branding adds intangible aspects to that brand that makes it meaningful and memorable for a consumer.

Brand these days is broadly defined as a perception that is mixed with emotions. How is this perception formed? Through brand experience and information passed on by the company about itself and its product line. In short, a brand is a mix of tangible and intangible elements.

One of the advantages of branding is that a brand distinguishes it from other competing brands.

A brand could be a corporate brand, say Tata’s Eue de cologne or an individual brand, say Lux.

A brand evolves over a period of time. It goes beyond its name and logo. It acquires a perception tinged with emotions, feelings and associations. The whole thing then becomes a brand concept. It is what it stands for in the mind and hearts of its customers. Brands make products meaningful. In fact, they enrich a product.

Brand identity consists of a brand name and its logo. It should be distinctive, associative, benefit indicating, simple and heritage indicating.

Brand comes from the branding of cattle — the name of the ranch to which the cattle belonged.

Brand position indicates how a brand is located or placed in the consumer’s mind, relative to the competing brands.

Brand promise is the promise that a brand makes.

Brand image is a complex brand impression. It is a mental picture of the brand. It considers brand associations.

Brand personality humanizes a brand. Brand equity measures the value of a brand. Brand value has two components — value to the consumers, value to corporation. Brand relationship leads to the loyalty to a brand. Brand equity can be leveraged. Thus we have brand extensions, co-branding , licensing and ingredient branding.

TOWS Analysis

Corporates used to do SWOT analysis, i.e strengths, weaknesses, opportunities and threats analysis to formulate business strategy. These days an extension of SWOT called TOWS analysis has appeared. It matches up strengths with opportunities, and threats with weaknesses. In SWOT, these four are identified with singular perspective. In TOWS, the relationships between these are identified. In TOWS chart, the internal strengths and weaknesses are intersected with the external opportunities and threats.

Strength and opportunities (SO) enable us to assess, how the strengths can be utilised to avail of the opportunities.

Strength and threats (ST) enable as to use the strengths to avoid the threats.

Weakness and opportunities (WO) enable us to utilize opportunities to overcome the weaknesses.

Weaknesses and threats (WT) enable us to minimise weaknesses and avoid threats.

Basic MassCommunication Model : SMCR

As a process, mass communication model called SMCR is traced to the pioneering work of Shanon and Weaver in the 1940s. This model consists of eight major components. Communication commences with a source or a sender who encodes a message. Encoding means putting the message in words or visuals. This message travels through channels of communication. These channels could be mass media channels such as a newspaper, magazine, radio or television. At last the message is decoded by the receiver. Decoding refers to interpretation of the message. Receiver could be the listener, reader or viewer. Ultimately, feedback is derived from the monitoring of the response of the receiver. On the whole process, there are noise variables which work to interrupt the process.

————————————-Noise Variables ————————————-

Source –Coded Message —Channel — Decoded Message — Receiver

————————————–Feedback ————————————————-

First Movie Completed 125 Years

The world’s first movie clip completed 125 years on Monday, 28th December, 2020. On 28th December, 1895, the Lumiere brothers of France presented the clip in a Paris-based cafe.

The projection became very popular in Paris, and they had to arrange 20 shows in a day in the cafe. Considering the popularity of the movie, the first silent movie of one and a half minutes was made — it was the Arrival of the Train. It was released in January, 1896. On 7th July, 1896 the first show of Lumiere brothers was arranged in Hotel Watson, Mumbai. Silent movies continued between 1895-1927, a period of 32 years.

Opium

Opium poppy latex is collected and dried. It contains psychoactive alkaloids such as opium, heroin, morphine and codeine.

The poppy cultivation is regulated by the Central Board of Narcotics (CBN). It is grown only in parts of MP, UP and Rajasthan. CBN issues licenses to 25000-30000 farmers to grow poppy. The latex collected from the plants belong to the government. Except the government, others cannot transport or sell opium later. Farmers are allowed to sell poppy seeds used in cooking in the open market.

Farmers get RS.2000-2500 per kg for opium latex sold to the government. In 2018, poppy seeds prices touched Rs.1 lac per quintal.

Poppy alkaloids are used in modern medicine. Poppy seeds are used as seasoning in food.

OneWeb : Satellite Internet

A low-earth-orbiting (LEO) satellite communications company called OneWeb has now emerged from bankruptcy and will start commercial internet connectivity services in late 2021. They will start test services in India soon. They will work with ISRO. By May-June, 2021, the whole of India will be covered. Sunil Bharti has been appointed as the Chairman of Oneweb. They will continue to launch satellites in 2021 and 2022. A consortium of the UK Govt. and Bharti Global have invested in new equipment. That has emerged the company from US Chapter 11 bankruptcy. Both the partners in the consortium hold 42.2% stake each. Others hold 15.6%. Bharti Global is the overseas arm of Bharti Enterprises, the holding company of Bharti Airtel.

Android Copyright Dispute

Google has used Oracle’s programming code in the Android operating system. Oracle filed a suit of copyright infringement in 2010. It accused Google of plagiarising its Jawa software by copying 11,330 lines of computer code, as well as the way it is organised, to create Android, and make huge profits. It is a decade old case. The US Supreme Court said Google engaged in legitimate fair use while using Jawa programming language in the Android operating system. Google used ‘only what was needed to allow users to put their accrued talents to work in a new and transformative programme.’

The SC ruled that allowing Oracle to enforce a copyright on its code would harm the public by making it a ‘lock limiting future creativity of new programmes. Oracle alone would hold the key.’ The ruling spares Google the massive damages which otherwise it would have paid to Oracle.

Blockchain

When records are linked through cryptography, a blockchain is formed. Here the digital information is distributed but not copied. It not only records the financial transactions but also anything that has value. New transactions modes which have emerged are the advertising inventory either for buying or selling, listing of the sellers of inventory, validating assets etc.

It has its genesis in the 1990s. The first cryptographically secured chain of blocks was made by Stuart Haber and W. Scott Stometta in 1991. Blockchain technology is attributed to Satoshi Nakamoto, either an individual or a group of individuals who developed it 2008. The first blockchain was conceptualised , and it evolved over a period of time to encompass a variety of applications. Nakamoto worked on Bitcoin — the very first application of blockchain. The first white paper was released in 2009. Its distinctive feature was decentralisation. Blockchain 2.0 applied the technology beyond currency (2014). Ethereum later developed Ethereum blockchain. It came to be known as smart contracts.

Bitcoin was in assembly language. Ethereum gave blockchain a level of traction and scalability.