To Our Contributors
Guidelines for Authors
Guidelines for Book Reviews
Guidelines for Cases
Submit Article
 
Repository
Keyword Search
Archives
Advanced Search
 
Article Abstracts| Case Abstracts
General
Accounting and Control
Agriculture and Rural Development
Communication
Economics
Finance
Global Management
Information Technology and Systems
Innovation and Entrepreneurship
Marketing
Organizational Behaviour and HRD
Strategic Management and Leadership
Public Systems
Operations Management
 
     Feedback
To give your feedback please contact us on vikalpa@iimahd.ernet.in
 
4 - 4 of 96 ItemsFirst  Pre  1  2  3  4 5  6  7  8  9  10  Next  Last
Browse Articles by "Marketing"
Title: Advertisement Attributes for Creating a Favourable Selling Climate
Authors: Indrani Mukhopadhyay
Issue/Year: Jan-1983
Section: Research
Abstract: There is much ignorance even among advertising professionals as to how an ad creates or fails to create a favourable selling climate for the product advertised. Two Calcutta-based samples, one of 100 advertising executives and the other of 160 graduate students, were utilized to identify 10 drafts of an ad that may contribute most to its effectiveness. Based on these drafts, a flowchart for assessing the potential effectiveness of an ad is developed.
Full Text: Click here to download
Download Acrobat Reader