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Research Note Information or Persuasion A Content Analysis of Magazine Advertisements in India

Research Note Information or Persuasion A Content Analysis of Magazine Advertisements in India Advertising is not an end in itself it is a means to an end, or more correctly to several ends. In business, advertising is used as one of the major promotion tools to stimulate demands for the product or enhance the image of the organisation. These are its longrange objectives. However, the shortrange objectives of advertising may be more narrowly defined in terms of creating brand awareness, changing consumers' attitudes positively, gaining public acceptance for a product, informing a particular event, and building a particular image for a product. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Asia Pacific International Journal of Marketing Emerald Publishing

Research Note Information or Persuasion A Content Analysis of Magazine Advertisements in India

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Publisher
Emerald Publishing
Copyright
Copyright © Emerald Group Publishing Limited
ISSN
0954-7517
DOI
10.1108/eb010227
Publisher site
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Abstract

Advertising is not an end in itself it is a means to an end, or more correctly to several ends. In business, advertising is used as one of the major promotion tools to stimulate demands for the product or enhance the image of the organisation. These are its longrange objectives. However, the shortrange objectives of advertising may be more narrowly defined in terms of creating brand awareness, changing consumers' attitudes positively, gaining public acceptance for a product, informing a particular event, and building a particular image for a product.

Journal

Asia Pacific International Journal of Marketing – Emerald Publishing

Published: Feb 1, 1991

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