Chattopadhyay, Tuhin - In: Global Business Review 11 (2010) 3, pp. 449-462
and execution framework for young men in India. Young men (n = 400) watched 20 advertisements in which message strategy … and execution framework were manipulated in a 2 × 10 completely crossed factorial design and were asked to rate their … cognitive message strategy along with comparison as execution framework is the most effective for young men. Findings are then …