Index – New Insights into Prognostic Data Analytics in Corporate Communication

Index

Actual world (AW), 97

Ad agencies, 130–131

architecting commercials as brand differentiators, 135–136

art directors as strategists in the making, 136

consulting firms, publicity images, 130–132

contemporary positioning through advertisements, 152–153

data collection, 132–143

delinking from product, 138–143

epilogue, 157–161

exhibition era for, 160

existential paradox, 143–145

global and emerging markets, 130

grey emphasis, 147–148

incumbents, 153–154

multishot attacks, 149–150

need for self-propagation, 150–152

new entrants, 154–157

prolonged use of anonymity, 145

pursuit of underlying context, 134–135

respective, 133

use of relatable characters, 145–147

variations in emotion chord, 136–138

Ad business, client-agency relationship in, 128

Adidas, 152–153

Advertising/advertisement, 130–131, 133

consulting/consultants, 131

creators, 116

by definition, 135

domain of, 155

language, 131

medium based, 156

motion, 144

in 1990s in India, 150

Affirmative consumerism, 27

Airtel, 135–136, 142–143, 143

“Express Yourself” campaign, 145–146

Annual reports, 3

analysis and research hypotheses, 38–44

data used in, 37

methodology, 37–38

corporate annual reports, 46–47

corporate communication in industry, 32–33

corporate propositions (CPs), 44–46

difficulty in reading, 43–44

for effective marketing, 43

epilogue, 48–54

governing principle of, 47

interpretive communities of organizations, 55

interpretive strategic frames for wring/reading, 55

as modes of corporate communication, 33–34

objective of study, 36–37

organizational positioning in, 48

purposes of, 34–35

research takeaways, 54–55

rivals and threats to, 36

structure and appearance, 33

targets for, 34

Apple, 140

Aspirational sentimentality, 158

Aspirations of differences, 49

Aura vs. envy phenomenon, 19–20

Balance sheet, 47

Belgian refugees, 64

Benjamin, Walter, 19–20

Berger, John, 17–18, 22–24, 130

Bourdieu, Pierre, 20–21

Brands, 139, 142–143, 144

differentiating, 152

flattened, 152

relevance of, 154

British Airways advertisement, 134

Brown, Dan, 26–27

Buzzwords, 41

on social responsibility, 46

Canada-India bilateral relations, 117–118

Capitalism, 130

Carroll, Lewis, 14

Cartwright, Charles, 62

Change opinion, 100

Character, 80, 83

Charities, 34

Christie, Agatha, 60–61

Claims, 38

Commercial agencies, 133. See also Ad agencies

Commercial art directors, techniques used by, 137

Commercials, 136, 144

exaggeration and superficial narratives of, 152

macro strategies of, 133

Communal investor, 56–57

Communication, 3

business, 13

différance model of, 7

prognostic, 6

tools, 4

Competencies, 7

Conceptual art, 139

Conflict management, 120–124

Consumer-centric economy, 131

Consumerism, 130

Consumer narratives, 87

analogues and identification patterns in, 88–89

Consumer questionnaires, 87–91

Consumer’s behavior, change in, 139–140

Consumption, 4

centres, 130

markets, 132

pattern, 86

segmentation, 25

Conversation style, 84–86

Corporate annual reports, 46–47

governance logic of, 46–47

interpretive strategies for writing, 53

strategic framings for, 51–52

Corporate communication, 32–33

in industry, 32–33

modes of, 33–34

tools of, 47

Corporate documents, 42

Corporate literature, 36

Corporate management decisions, 47

Corporate propositions (CPs), 44–46, 49, 54

in developing annual reports, 45–46

explanation of, 47–48

logic positionings of, 50

permutations and combinations of, 56

Corporate responsibility, 47

Corporate social responsibility (CSR), 34

Corporate strategy, 4

Counterfactuals, 12

arguments, absence of, 154

CPs. See Corporate propositions (CPs)

Critical theory, 18

Crowd cultures, 124

CSR. See Corporate social responsibility (CSR)

Cult productions, 158

Cultural capital forms, 21

Culture, affirmative character of, 18–19

Death on the Nile, 73–76, 83

Deconstruction, 8

Derrida, Jacques, 5, 9

différance model, 46

Dhara cooking oil, 151

Différance, 42

analytical model, 8

tool of investigation, 36, 37

Differed capital, 7–8

Differentiation, 128

Diplomats, 116

Disruptive glamour, 27

Distinction, 7

Economic capital, 20, 23–24, 30

transition of, 21

Economic shift, 132

Emami Fair and Handsome, 144

Emerging markets, 132

point of view of, 132

Emotions, 140

Ethnography, 90

Fairy tale/science fiction plot structure, 14–15

FDI. See Foreign direct investment (FDI)

Feministic ideology, 9

Fiction, 10

criticism, 11

traditional view of, 11

Financial reporting, purpose of, 43

Financial statements, 35, 39, 42

Fish, Stanley, 9, 48–49

Five Little Pigs, 80, 81–83

Followers, 100

Foreign direct investment (FDI), 150

Forward-thinking strategy, 42

Futuristic leadership, 6

GAAP. See Generally accepted accounting principles (GAAP)

Generally accepted accounting principles (GAAP), 33, 37, 47

Genres

Berger and narrative, 22–23

GPS, 4, 17–18, 29

hierarchy of, 23

of narrative, 13

Gesamtkunstwerk value creation for sustenance, 29

Global businesses, megatrend for, 132

Global consulting firms, 132

Global consumer market, 131

Globalization, 150

Global markets

dynamic and disruptive of, 132

incumbents, 153–154

new entrants, 154–157

Goosebumps, 156

Guardrails, 128

Hamara Bajaj campaign, 151

Hastings, Arthur, 64, 66

Hero Honda pleasure, 141

High-involvement hierarchy, 140

Himalaya Neem Face Wash, 148

Hollywood movies, 98

plot types in, 102

Holt, Douglas, 3

Howard, Evelyn, 62

HP (Hercule Poirot) code, 61–63, 90

corollaries of, 87

dominant characteristics and proclivity, 63

life stages and sub-stations, 62

Human resources department, 118–120

Idea, 142–143

Impersonations, and minimal departure, 16–17

Implied consumer, 90

Implied consumer-respondent, 91

Implied interpretation, 9

Implied responders, 87, 91

India-Canada bilateral relations, 117–118

India/Indian

advertisements in, 9

commercial-making techniques and strategies in, 133

commercials, 150

markets, 131, 132

movies, 98

Indianism, 134

Indian (Hindi) movies, 101

information conveyed through, 103

plots and information in, 109–113

plot types in, 102–103

types of information, 107–108

Indianness, 141

Indian publicity images, 159, 161

Industrial vs. corporate market contrast, 24–27

Information

delivery, consequences of, 96

delivery mechanism, 96–97

sharing and transmission of, 32

types of, 96, 98

ways to convey, 117

Information delivery, 99–100

goals, 100

type of, 101–102

Informing, ways of, 96

application using semantic algebra equation, 116

case study, 117–120

data analysis, 102–113

data rationale and collection, 97–102

lucrative ways of, 113–114

semantic algebra of ways of informing (SAWI), 114–115

Infosys, 37, 38, 39, 41, 42

Innovation, 47–48

Interpretations, concept of, 4

Interpretive communities, 10, 12

Interpretive strategy model, 10

Interrogation, 86–87

Interrogator, 86–87

Investigation, différance tool of, 36

Irrelevant relevance paradox, 152

Kornberger, Martin, 87

Labor centres, 130

Labor-centric global positioning, 158

Language of publicity, 23

Language skills, 2–3

Leadership, 46

futuristic, 6

Legitimization, 47

of profit, 48

Linguistic density, 53

Lowe Lintas, 133, 151

Marcuse, Herbert, 18

Marketing, 130–131

Markets, consumption, 132

Marx notion of economic capital, 20–21

Mass customization, 91

Maximal departure, 11, 12, 14

McLuhan, M., 160

Medium based advertising, 156

Medium-specific narratives, 155–157

Minimal departure, 15–16

analytical model, 17

impersonations and, 16–17

interpretive process, 12

level of, 16

principle of, 11, 15

Mobile phones, 140

Modern art, 139

Modi, Narendra, 117–118

Motion advertisements, 144

Motivation, 100

Moviemakers, 116

Mudra Communications, 151

The Murder of Roger Ackroyd, 67

The Murder on the Links, 66–67

Murder on the Orient Express, 67, 70–72

The Mysterious Affair at Styles, 62

characters in, 65

Myth markets, 3

Narrative markets, 2–3, 3

aura vs. envy phenomenon, 19–20

Berger and narrative genres, 22–23

constituents of, 5

consumer market through symbolic narrative, 27–29

critical theory, 18, 20–21

différance in, 5–8

disruptive glamour, 27

genre GPS strategy model, 17–18

Gesamtkunstwerk value creation for sustenance, 29

industrial vs. corporate market contrast, 24–27

interpretive strategies in, 9–10

language of publicity, 23

marcuse and the affirmative character of culture, 18–19

minimal departure model in, 10–13, 14–17

research proposition, 24

structures, 4–5

tools and influences, 6

Narratives

flows, 11

genres of, 14

influences, 4, 5, 13, 14, 15, 16

informatics, 3

prioritizing, 53

structure, properties of, 18

of things, 3

Negations (Marcuse), 18

Nielsen Company, 89

Nirma washing powder commercials, 150–151

Nonsense plot structure, 14

Ogilvy and Lintas, 158

Ogilvy & Mather, 133, 142, 149

Organizational “positioning” tools, 37

Orwell, George, 12

“Parity-medium” leveraging template, 157

Persuasion, counterfactual in, 17

Persuasive communication

play strategy of, 8

Poirot, 60–61, 86, 87, 90

applied lessons

consulting consumer questionnaires, 87–91

interrogator in consumer world, 86–87

data analysis, 80, 83–86

data collection, 64–83

personality layout, 61–63

Positioning, 130

publicity images, 132

Positive illusion enforcement, 150

PricewaterhouseCoopers (PwC), 130

Principle of minimal departure, 11

Print advertisements, 145

Print poster, 147–148

Procter & Gamble, 155

“Product” advertisements, 144

Profitability, 41–42

Profits, 47–48

Pro-Khalistani movement, 117–118

Promotion by advertising, 144

Psycho-symbolic anchors, 9

Publicity

grammar of, 23

language of, 23

through affirmative consumption, 26

Publicity images, 130

commercial functions of, 131

future of, 131

positioning, 132

producers of, 131

production of, 130–132

traditional premise of, 131

value of, 132

Puddle war, 137, 138

Purnima Advertising, 151

PwC. See PricewaterhouseCoopers (PwC)

Qualitative research, 90

Realistic/historical plot, 15–16

Rediffusion DY&R, 145

Reebok, 152–153

Reliance (RIL), 37, 38, 40, 41, 42, 44, 56

growth for, 46–47

Repository, creation of, 155

Representational strategy, 24

Research hypothesis (RH), 14–17, 37, 38

Responsive interrogation, 86–87

RH. See Research hypothesis (RH)

Ryan, Marie-Laure, 10–11, 12

minimal departure principle, 17

theory, 97

Sad Cypress, 76–80

SAWI. See Semantic algebra of ways of informing (SAWI)

Science fiction/superhero (SF/SH) movies, 98–99, 104–106

plot and minimal departure, 121

plot types from, 107

revenue generation of, 123

Scotch-Brite advertisements, 145–146

Self-actualization, 27, 28

Self-propagation, 150–152, 154–155

Semantic algebra equation, 120

Semantic algebra of ways of informing (SAWI), 114–115, 116, 120–124

counterfactual strategy of conflict management, 125

Semiotics, 90

narratives, 90

Shareholders, 47–48

Social responsibility anchors, 53

Social status, 21

Stakeholders, 34

Standard learning hierarchy, 139

Stock market interpreter, 57

Sundance Film Festival, 153–154

Surf excel, 136–137

commercials, 138

Sustainability, 47

Sustainable solutions, 3

Symbolic narrative, 27–29

Systemic governance, 3

Tata Tea, 138–139

Television advertising, 156

Television commercials, 134, 145–146

Three Act Tragedy, 62

Times of India newspaper (TOI), 141–142

Tourism, 26–27

Unique selling point (USP), 128

Universal plot for diverse products, 141–143

USP. See Unique selling point (USP)

Value creation, 19–20

Value of glamour, 26

Vamshikrishna, Amancha, 120

proposition and legitimization, 124–125

SAWI, 120–124

Vodafone, 135–136, 143

ZooZoo, 149

War and Peace (novel), 11

YouGov Ratings, 90–91

ZooZoo campaign by Vodafone, 135, 142, 149