Browsing Working Papers by Subject "Advertising Strategy"

Now showing items 1-2 of 2

    • Exploratory study of viewers perceptions of television advertising 

      Gupta, Anil K. (2010-07-27)
      Study of Consumers' attitude towards advertising helps the advertisers in planning their advertising campaigns. By comparative evaluation of advertisements across different elements viz. Creative strategies, appeals and ...

    • Positioning strategy and multiattribute information processing 

      Dholakia, Ruby Roy (2010-03-12)
      The concept of positioning a brand in the mind of the buyer has evolved from the search for the most effective advertising strategy. The view that consumption objects are not notionally perceived as products but as ...