Browsing by Author "Yadav, Narendra Singh"
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Analyzing the effectiveness of product placement in Media – Indian context
Das, Abhishek; Yadav, Narendra Singh; Malode, Sanjay (Indian Institute of Management Ahmedabad, 2012-09-27)Instances of product placement in media have been increasing at a high pace. In this context it becomes important to analyze the effectiveness of these product placements. Recall of a product in the mind of prospect customers ...