Bookcover of Beliefs and Attitudes Toward Advertising in India
Booktitle:

Beliefs and Attitudes Toward Advertising in India

Understanding Socio-Economic and Ethical Implications of Advertising in Indian Context

LAP LAMBERT Academic Publishing (2012-06-02 )

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ISBN-13:

978-3-659-12957-5

ISBN-10:
3659129577
EAN:
9783659129575
Book language:
English
Blurb/Shorttext:
Advertising beliefs are the building blocks of attitude toward advertising in general. Advertising has to rise above from just being a source of information. This means that advertisement contents and appeals used need more thinking. The advertising strategies must be based on identifying and anticipating the belief factors regarding advertising and the aspirations of the consumers. The macro goal of advertisers should be to develop messages that can best market their products while building positive attitudes toward advertising. Such attitudes can influence an individual’s attitude toward specific advertisements, the brand and ultimately the purchase. People with more favourable attitudes toward advertising in general find specific advertisements more acceptable, informative and enjoyable. To foster positive attitudes, the informative and entertainment value of advertising should be increased. This study also corroborates the view that, to be effective, advertisements should be informative, entertaining and credible. The importance of psychographic variables in determining the attitude toward advertising has been brought to the fore by the study.
Publishing house:
LAP LAMBERT Academic Publishing
Website:
https://www.lap-publishing.com/
By (author) :
Sandeep Vij
Number of pages:
368
Published on:
2012-06-02
Stock:
Available
Category:
Management
Price:
79.00 €
Keywords:
Advertising, Attitude toward Advertising in General, Beliefs about advertising, Socio-Economic Implications of Advertising

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