Please use this identifier to cite or link to this item: http://hdl.handle.net/11718/24644
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dc.contributor.advisorSahay, Arvind-
dc.contributor.authorHeda, Abhishek-
dc.contributor.authorBidhave, Basavraj Vishnu-
dc.date.accessioned2021-11-25T03:58:26Z-
dc.date.available2021-11-25T03:58:26Z-
dc.date.issued2020-
dc.identifier.urihttp://hdl.handle.net/11718/24644-
dc.description.abstractTransactional Analysis Theory, a psychoanalytic theory, is popular for its analysis of ego states, in both the sender and the recipient of a message. Humans, according to this theory, have been known to exhibit three ego states, namely, the Adult, Child, and the Parent. The basis of communication here is seen in that the message is delivered from one ego state of the sender to the same or different ego state of the recipient. Applying the same theory to advertisements, it can be said that brands or organizations use drivers in an ego state to deliver their message to the audience in another ego state.en_US
dc.language.isoenen_US
dc.publisherIndian Institute of Management Ahmedabaden_US
dc.subjectBranden_US
dc.subjectFMCG marketen_US
dc.subjectCartoonen_US
dc.titleUse of transactional analysis to choose between a celebrity, a cartoon and a non-celebrity endorser of a brand in optimal delivery of the brand message to the end-consumer in FMCG markets the brand message to the end-consumer in FMCG marketsen_US
dc.typeStudent Projecten_US
Appears in Collections:Student Projects

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