MAM
US consumers find new marketing techniques less acceptable than traditional ones
MUMBAI: Companies that heavily promote their products would do well to heed this piece of information.
A survey, conducted in the US, shows that traditional marketing methods are acceptable practices over non-traditional techniques.
Traditional methods such as paid advertising (74 per cent to 93 per cent), corporate sponsorships (70 per cent to 89 per cent) and paid spokespersons (64% to 87%) are acceptable practices. Newer methods such as paying private citizens to promote products
(45 per cent to 57 per cent), Internet pop-up ads (16 per cent to 30 per cent) and text messaging (17 per cent to 23 per cent) are seen as acceptable marketing practices by fewer respondents.
The survey is called Executive, Congressional and Consumer Attitudes Toward Media, Marketing and the Public Relations Profession was conducted by Harris Interactive and the Public Relations Society of America (PRSA) Foundation. The general public, Fortune 1000 business executives and congressional staffers participated.
In terms of product placements, respondents within each group surveyed expressed a range of opinions largely based on the venue for where the product is being promoted. Fewer general consumers (38 per cent), executives (24 per cent) and congressional staffers (34 per cent ) say that product placement in schools (such as vending machines) is acceptable, while much larger percentages (55 per cent to 73 per cent) say that it is acceptable to market products through paid placement in movies and TV shows.
From 50 to 65 per cent of respondents in each of the three groups surveyed think it’s acceptable for companies to secure news coverage for products, services and issues. That said, vast majorities (71 per cent to 89 per cent) in each group believe that the government should require TV news programmes to identify video news stories that are produced by companies or organisations.
PRSA president and CEO, Judith T. Phair, says, “The survey supports the position that PRSA and others took in the past two years that there is no groundswell for government regulation of marketing practices. Majorities of general consumers (64 per cent), executives (87 per cent) and congressional staffers (69 per cent) think the government does about the right amount of regulation or that it should do less to regulate marketing practices.”
Harris Interactive’s,Katherine Binns, says, “Consumers, executives and Capitol Hill staff pay close attention to how companies market their products and services. And, there seems to be general agreement as to what an acceptable marketing practice is. These findings can serve as a guide post for companies – a list of ‘dos and don’ts – for developing promotional strategies so companies don’t turn away the key constituencies that they are trying to connect with.”
Brands
Aptronix unveils ‘Big & Beyond’ campaign, opens largest store in Hyderabad
Naga Chaitanya, Sobhita front push as retailer expands premium Apple experience
HYDERABAD: Aptronix has rolled out its most ambitious brand push yet with the launch of the ‘Big & Beyond Aptronix’ campaign, alongside the opening of its largest retail store in India.
The campaign features actors Akkineni Naga Chaitanya and Sobhita Dhulipala as brand faces, signalling a sharper focus on aspirational, experience-led retail as the company scales its presence in the premium Apple ecosystem.
At the centre of the rollout is a new 8,000 sq. ft. flagship outlet at Sarath City Capital Mall, now the largest Aptronix store in the country and among the biggest Apple Premium Reseller formats in India. The space is designed to offer immersive product discovery, personalised guidance and integrated service support, positioning the store as more than just a point of sale.
The campaign itself leans into themes of scale, ambition and accessibility, aiming to connect with a younger, increasingly design-conscious generation of Apple users. By pairing celebrity appeal with in-store experience, Aptronix is looking to deepen emotional engagement while reinforcing its premium positioning.
A key pillar remains its ‘Limitless Aptronix Exchange’ programme, which offers customers simplified upgrade paths, transparent pricing and wider access to Apple devices. The initiative has been central to driving adoption by making high-end technology more approachable for a broader audience.
Premium Lifestyle and Fashion founder & owner Sutinder Singh said the new store reflects a long-held belief that Indian consumers should have access to the best Apple retail experience without compromise. He added that the campaign’s celebrity faces mirror the brand’s core values of elegance, ambition and confidence.
Aptronix CEO Meghna Singh said the ‘Big & Beyond’ theme reflects how the company operates, with a focus on building a best-in-class retail experience. She noted that the Hyderabad launch and the campaign together signal Aptronix’s intent to set new benchmarks in the category.
With this dual push of scale and storytelling, Aptronix is not just expanding its footprint but also redefining how premium tech retail is experienced in India.
