A Gem of a Campaign: Expert Shares Advertising Fundamentals with GIA Alumni
Gemological Institute of America hosts special event on advertising for Alumni - Mumbai Chapter
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Dec. 12, 2012 - PRLog -- Mumbai, INDIA – Dec. 12, 2012 – Strategic advertising campaigns are crucial for the success of retail companies. While jewellers spend a significant amount of time and resources on ads themselves, a truly effective effort needs a well-thought-out strategy for the entire campaign. Advertising expert Aditya Upadhyay discussed this and other important aspects of successful advertising at a special event for the GIA Alumni Chapter in Mumbai at the Institute’s campus.
Upadhyay, CEO of Touchstone Advertising, has more than 15 years of experience in the industry and has worked with a host of leading brands including Nokia, Onida and Idea Cellular.
The interactive session provided a basic introduction on how to communicate brand values via the advertising planning and placement process. Upadhyay discussed factors to consider before setting advertising budgets, and shared a checklist for designing promotional campaigns. Case studies of popular national and international jewellery campaigns were used to illustrate the session.
“As marketing avenues become increasingly more expensive, the effectiveness of the campaign is critical. Understanding how and where to advertise your product and communicate your brand has become a crucial piece of the marketing process for all retailers,” said Manoj Singhania, education director of GIA in India and the Middle East. “We are thankful to Mr. Upadhay for sharing his vast experience and valuable expertise with our alumni.”
An independent organization, GIA (Gemological Institute of America) is recognized as the world's foremost authority in gemmology. Established in 1931, GIA has translated its expert knowledge into the most respected gemmological education available. Early in the 1950s, GIA invented the famous 4Cs of Colour, Cut, Clarity and Carat Weight. In 1953, the Institute created the International Diamond Grading System™ which, today, is recognized by virtually every professional jeweller in the world.
Through research, education, gemmological laboratory services, and instrument development, the Institute is dedicated to ensuring the public trust in gems and jewellery by upholding the highest standards of integrity, academics, science, and professionalism. GIA can be found on the web at www.gia.edu.