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Mrp - Ibs Hyderabad

In: Business and Management

Submitted By mukulroy29
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Study of consumer perception about advertising in India
-
exploratory study on value derived by organizations from advertising

Management Research Project

Submitted to
Prof. Subhadip Roy

Submitted by

08BSHYD0035
Advait Sharma

Table of Contents

Project proposed 3 Objective of the project 3 Description of project in brief 3 Consumer perception perspective 3 Market perspective 5 Advertising perspective 5 Literature Review 6 Research Paper # 1 6 Research Paper # 2 6 Research Paper # 3 7 Research Paper # 4 8 Research Paper # 5 9 Research Paper # 6 10 Research Paper #7 11 Research Paper#8 11 Methodology 13 Findings and observations 16 The roles of advertising as perceived by the Public 16 The misinterpreted wide eyed view of Indian Consumers about Advertising 17 Advertising is an indicator of business health 17 Advertising size matters 18 Likely future of advertising in India 19 “Gyaan” of Advertising 20 How effective was an ad in pushing you towards first buying and then consuming a product? 20 Recommendations 22 References 25

Project proposed

Study of consumer perception about advertising in India- exploratory study on value derived by organizations from advertising.
Objective of the project

To determine the factors that affect consumers’ perception about advertisements in the Indian context and to suggest variable approaches towards improving communicative capability of advertisements for value.
Description of project in brief

This is an exploratory study that focuses on the attitude towards television, print and online ads. This study also investigates consumer behavior in accepting and using such ads. The project involves an in-depth study of Ad Campaigns and their effectiveness when used in different consumer setups. The consumers’ actual view about an ad related to

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