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.
CITATION STYLE
Srivastava, T., & Schoenbachler, D. (2015). Consumer Advertising in India: An Analysis of the Information and Thematic Content. In Developments in Marketing Science: Proceedings of the Academy of Marketing Science (pp. 123–124). Springer Nature. https://doi.org/10.1007/978-3-319-17356-6_38
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