This paper discusses the process and challenges of developing and executing a digital advertising campaign. It delves upon the intricacies and relevance of email campaign, blogging, social media campaign, content marketing, search advertising, banner displays and search engine optimization (SEO)...

This study identifies the predictors of Indian consumers’ attitude-toward-advertising-in-general, using an inventory of 28 belief statements developed by Pollay and Mittal (1993). The population for the study comprised the general public from 7 North Indian States (Punjab, Jammu & Kashmir,...

This paper identifies the belief dimensions for Indian consumers’ attitude toward advertising. A sample of 873 consumers including 458 males and 415 females has been drawn from North Indian States and Union Territories. The 28 belief statements in Pollay and Mittal Model of attitude toward...

Consumer Segments based on psychographics is preferred over the traditional criteria of segmentation. Applying the Exploratory Factor Analysis, the study identifies the dimensionality of beliefs underlying attitude toward advertising in general (Ag). Hierarchical clustering and K-Means...