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.
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Srivastava, T., Schoenbachler, D. (2015). Consumer Advertising in India: An Analysis of the Information and Thematic Content. In: Manrai, A., Meadow, H. (eds) Global Perspectives in Marketing for the 21st Century. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-17356-6_38
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DOI: https://doi.org/10.1007/978-3-319-17356-6_38
Publisher Name: Springer, Cham
Print ISBN: 978-3-319-17355-9
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