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http://hdl.handle.net/11718/1407| Title: | Influencing social behaviour: segment specification and formulation of ad strategy |
| Authors: | Mukhopadhyay, Sipra |
| Keywords: | Social Behaviour;Formulation |
| Issue Date: | 20-Mar-2010 |
| Series/Report no.: | WP;1990/911 |
| Abstract: | The study illustrates the use of means-end chain analysis in sharpening of segment for advertising to influence social behaviour. MECCAs model has been used to develop the ad strategy. |
| URI: | http://hdl.handle.net/11718/1407 |
| Appears in Collections: | Working Papers |
Files in This Item:
| File | Description | Size | Format | |
|---|---|---|---|---|
| WP 1990_911.pdf | 528.65 kB | Adobe PDF | View/Open |
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