Category: advertising

Advertising

When it comes to advertising, most people think of using well-known faces to help promote a product or service. But increasingly, companies are turning to more experimental methods to get their names out there. One example is using celebrities in ads that are not traditional commercials. This can be anything from having a famous person post about your brand on social media, to appearing in an interview or program that’s not about marketing. Some experts say this kind of advertising is riskier than relying on traditional methods, but others believe it’s the wave of the future. Pepsi and Samsung are two brands that have experimented with nontraditional celebrity advertising recently. So what do you think? Is this type of marketing worth taking a chance on?

Here are few of the indepth researches done by Professor Varsha Jain which can help you understand the different dynamics of advertising, digital transformation research and consumer behaviour research.

advertising

Does explicit comparative advertising affect Indian consumers’ attitudes towards low and high-involvement product?

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advertising

Development and Validation of a Scale to Measure Advertising Disengagement

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advertising

Developing an emic scale to measure ad-evoked nostalgia in a collectivist emerging market, India

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advertising

Customer Perception About Celebrity Endorsement in Television Advertising for Retail Brands.

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advertising

Advertising during Recession: An Agency Perspective from India

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advertising

A decade (2008–2019) of advertising research productivity: A bibliometric review

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advertising

“Pax Advertisinia”: A New Era of Unstereotyping of Women in Advertising: An Abstract

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Prof. Varsha Jain, Ph.D., is a globally renowned Professor in the area of Integrated Marketing Communications and the Co-chairperson

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