The effects of message strategy and execution framework on teenage boy's processing of print advertisements in India
The purpose of this paper is to explore the most effective print advertising strategy in terms of message strategy and execution framework for teenage boys in India. Teenage boys (n = 400) watched twenty advertisements in which message strategy and execution framework were manipulated in a 2x10 comp...
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| Format: | Article |
| Language: | English |
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International Journal of Business Science and Applied Management
2010-01-01
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| Series: | International Journal of Business Science and Applied Management |
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| Online Access: | http://www.business-and-management.org/download.php?file=2010/5_2--17-28-Chattopadhyay.pdf |