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Consumer Advertising in India: An Analysis of the Information and Thematic Content

  • Tanuja Srivastava
  • Denise Schoenbachler
Conference paper
Part of the Developments in Marketing Science: Proceedings of the Academy of Marketing Science book series (DMSPAMS)

Abstract

This study explores the information and thematic content of consumer advertising in India. The findings reveal that most consumer-oriented advertising contains some information. However, the typical ad has relatively few informational cues and is likely emotional as opposed to rational. Country-of-origin of the product did not influence the nature of the advertising themes used.

Keywords

Thematic Content Cultural Theme Alcohol Advertising Indian Corporation Consumer Advertising 
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.

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Copyright information

© Academy of Marketing Science 2015

Authors and Affiliations

  • Tanuja Srivastava
    • 1
  • Denise Schoenbachler
    • 1
  1. 1.Northern Illinois UniversityNewarkUSA

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