Influencing social behaviour: segment specification and formulation of ad strategy

dc.contributor.author	Mukhopadhyay, Sipra
dc.date.accessioned	2010-03-20T10:57:02Z
dc.date.available	2010-03-20T10:57:02Z
dc.date.copyright	1990-12
dc.date.issued	2010-03-20T10:57:02Z
dc.identifier.uri	http://hdl.handle.net/11718/1407
dc.description.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.	en
dc.language.iso	en	en
dc.relation.ispartofseries	WP;1990/911
dc.subject	Social Behaviour	en
dc.subject	Formulation	en
dc.title	Influencing social behaviour: segment specification and formulation of ad strategy	en
dc.type	Working Paper	en