RICS School of Built Environment was privileged to have Prof. Olga Shabalina, Dept of Marketing Communications, South Ural State University who delivered a lecture on‘Ad Layout: Standardization vs. Adaptation in Emerging Markets’.
Prof. Olga Shabalina is an associate professor at South Ural State and serves as the deputy head of marketing communications in the business department. She is teaching international marketing in the undergraduate program and marketing in the MBA program. Since 2008, she is on an learning exhange program encouraging short term study and opportunities abroad.
Prof. Olga Shabalina for the past few years has been actively involved in the conducting surveys to attain an understanding of how Ad Layouts change across nations. She belongs to Russia and prior to her visit to India she visited China and USA.
Studies in USA and China revealed that most of the Americans perceive things vertically and the Chinese horizontally. The study also emphasized on the importance of object and background relation in an advertising hoarding. However, in her own country advertisements hoardings look more complex.
Prof. Olga conducts a simple survey wherein she turns on a slide show on the screen having various pictures and requests the subjects to write whatever comes to their mind within a particular time frame. When asked for her views in context with Indian Marketing Strategy she said and we quoted “India as a country is very diverse and rich and I might take some time to figure out what works”.
Through such lectures, our talented students are not only preparing to be in the professional world but also get to learn various skills which are required to advance to higher levels of responsibilities.
The session witnessed many students learn the art of various Ad layouts presented by different countries. Ekansh Baroliya, student of BBA REUI comments, " The interactive lecture had many takeaways but one of the major one was how small detailing of Ad Layout shall impact the way customers perceive various brands and its importance to the Real Estate industry".