Influencing Social Behaviour: Segment Specification and Formulation of Ad. Strategy

01/12/1990

Influencing Social Behaviour: Segment Specification and Formulation of Ad. Strategy

S Mukhopadhyay

Working Papers

The study illustrates the use of means-end chain analysis in sharpening of segment for advertising to influence social behaviour. MECCAs model has been used to develop the ad strategy.

Influencing Social Behaviour: Segment Specification and Formulation of Ad. Strategy

Research & Publications

Influencing Social Behaviour: Segment Specification and Formulation of Ad. Strategy

Recommended Articles

Spokesperson effectiveness in B2B advertising: Spokesperson characteristics and posture using eye-tracking

Consumer perspectives on food traceability—A systematic literature review and future research agenda

Adoption of agronomic practices and their impact on crop yield and income: An analysis for black gram and green gram in India