Browsing Working Papers by Author "Mukhopadhyay, Sipra"

Now showing items 1-4 of 4

    • Cigarette and liquor advertising in India an exploratory study 

      Mukhopadhyay, Sipra; Kureshi, Sonal (2010-03-24)
      The study examined cigarette and liquor ads in the print media in the context of consumer behaviour and legal/ethical issues. Subjects were drawn from three distinct segments, the vulnerable segment comprising of boys from ...

    • Creative approaches in advertising in India in the early nineties what criteria 

      Mukhopadhyay, Sipra (2010-03-25)
      The paper developed while exploring the anomaly that the best adjusted creatives are not necessarily the best performers, despite uniformity in other marketing inputs. It examines (1) current trends in creative approaches, ...

    • Influencing social behaviour: segment specification and formulation of ad strategy 

      Mukhopadhyay, Sipra (2010-03-20)
      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.

    • Strategies for influencing attitude 

      Mukhopadhyay, Sipra (2010-03-24)
      The study examines application of communication in influencing attitude which turn habitual and therefore difficult to change. It tests the effectiveness of appeals based on information processing theory vis-ॆ-vis educative ...