Influencing Social Behaviour: Segment Specification and Formulation of Ad. Strategy
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Research & Publications
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 & Projects
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.