Search
Now showing items 11-20 of 28
Advertising and Sales Promotion Management (2014-15) (End-Term)
(Indian Institute of Management, Ahmedabad, 2014)
Industry wise analysis of trends in advertising and other marketing expenditures and their effectivness
(Indian Institute of Management, Ahmedabad, 1997)
Corporate image advertising
(2010-03-13)
While describing how a favourable corporate image shared by different types of public like investors, merchants, dealers, administrators, political leaders, customers, business associates and company executives can provide ...
Let's Put a Smile on that Face: A Study on the Embeddedness of Humorous Advertisements
(2016)
The phenomenon of embeddedness has implications in the field of advertising, as the context in which ads are shown is one of the salient factors influencing their evaluation. The affect transfer hypothesis and 'mood as ...
Use of psychoanalysis to effectively design: creative strategies in advertising
(Indian Institute of Management Ahmedabad, 1999-02-08)
Transactional Analysis has been proven to be an effective tool to understand Human Behavior. This study aims at using this tool to study creative strategies in advertising, and identify any patterns that might exist. Also, ...
Modeling of the assumptions of creative teams regarding how advertising works and their implications for advertising managers and researchers
(Indian Institute of Management, Ahmedabad, 1992)
Sex appeals in advertising
(Indian Institute of Management, Ahmedabad, 1990)
Visuals in advertising
(2010-03-14)
Illustrations, generally composed of subjects, objects, symbols, letters and their combinations, have great value of providing detailed information not easily amenable to written descriptions. While commenting on the ...
Influence of media context on humorous advertising effectiveness
(Emerald Group Publishing Ltd., 2017)
Purpose: The purpose of this paper is to study the impact of three dimensions of media context – program type, break type, and pod position – on two types of humorous advertisements: incongruity resolution (IR) and arousal ...
Developing an emic scale to measure ad-evoked nostalgia in a collectivist emerging market, India
(Journal of Business Research, 2019-06)
Although there has been recent interest in the measurement of advertising-evoked nostalgia, the dimensionality and generalizability of the related scales are restricted to the national/cultural boundaries of Western nations. ...