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

S Mukhopadhyay

IIMA Working Papers from Indian Institute of Management Ahmedabad, Research and Publication Department

Abstract: 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.

Date: 1990-12-01
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Persistent link: https://EconPapers.repec.org/RePEc:iim:iimawp:wp00987

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