Effects of Advertising on Consumers In India: Durable and Non-durable Product Advertising - Reach and its effects on Consumers Opinion - Couverture souple

Mandalapu, Jayakrishna; J Akhil, M

Couverture souple

ISBN 10 : 3844380086 ISBN 13 : 9783844380088

Editeur : LAP LAMBERT Academic Publishing, 2011

Synopsis

With accelerating Globalization of the World economy, Global advertising and branding is rapidly growing wherein a small number of agencies developing strategies, styles and content for exports across the World. Prior to Globalization, advertising was undertaken to reach the consumers either for market entry or to retain the existing market share. As two-thirds of 1.21 billion populations are middle class in India and considered as potential consumers, the domestic as well international producers are now increasingly relying on advertising for sales promotion. This book, therefore, provides proximate factors affecting durable and non-durable product, advertising reach and their impact on consumer's opinion and attitudes. The study suggests primary, secondary and reminding media so as to reach the targeted consumers and address their misconceptions about the durable and non-durable products. The findings are, therefore, very much useful for national and international researchers, advertisers, advertising agencies, media as well as related government agencies.

Détails de l'édition

• Éditeur: LAP LAMBERT Academic Publishing
• Date d'édition: 2011
• Langue: anglais
• ISBN 10: 3844380086
• ISBN 13: 9783844380088
• Reliure: Broché
• Nombre de pages: 252
• Coordonnées du fabricant: non disponible
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