Browsing Student Projects by Author "Vijayalakhsmi, Akshaya"
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Socially conscious advertising: examining its effectiveness in the Indian context
Bakshi, Abhinav; Bansal, Tarang (Indian Institute of Management Ahmedabad, 2019)This study aims to explore which aspects of a socially conscious advertisement lead to a successful cause-based connect with the customer, or alternately ends up stirring anger or protest, in the Indian context. The factors ...