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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

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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.

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