Indian Journal of Marketing
By: Associated Management Consultants (P) Ltd.Single Issue
Single Issue
- IJM-Feb08-Article1-A Study of Liked/Disliked Television Commercials in India
- Price : 80.00
- Published on February 1, 2008
- Associated Management Consultants (P) Ltd.
- Issues 520
- Language - English
- Published monthly
About this issue
This study analyzes consumers’ attitudes towards television commercials using telephone interviews in Mumbai to provide an insight into the constructs of “advertising likeability” and “advertising dislikeability”. While there have been a number of studies which have emphasized the role of ‘liking’ a commercial as an important evaluative measurement, few studies have observed the what factors cause the ‘liking’ and ‘disliking’ of an advertisement in India. The findings raise some issues for those advertising in the Indian marketplace.
About Indian Journal of Marketing
INDIAN JOURNAL OF MARKETING (ISSN 0973-8703) is a double blind peer reviewed refereed monthly journal, which was started in 1968. It is the oldest and the only monthly journal of Marketing in India. It is an authentic research publication dealing with Marketing; Advertising; Consumer Behaviour; Sales Management; Advertising & Promotion Management; Business Education; Business Information Systems (MIS); Business Law; Communication; Direct Marketing; E-Commerce; Global Business; Health Care Administration; Marketing Research; Marketing Theory & Applications; Office Administration/Management; Organizational Development; Production/Operations; Public Administration; Retailing; Sales/Selling; Services; Tourism, Hospitality & Leisure; and Industrial Organization.