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

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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Authors:	Mukhopadhyay, S
Institutions:	Economics, Indian Institute of Management

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Series:	IIMA Working Papers.
Type of publication:	Book / Working Paper
Notes:	Number WP1990-12-01_00987
Source:	RePEc - Research Papers in Economics

Persistent link: https://www.econbiz.de/10008803567