The retail sector is one of the fastest moving sectors in India. Its target audience is mainly youth who constitute 50% of the Indian population. Retail brands need to be positioned for this segment, and one of the strategies used is celebrity endorsement. Television Audience Measurement (TAM)...

Ad content and viewer attention are strategically intertwined. Consumers watch an ad only if they expect sufficient benefit to doing so and advertisers structure ad content (information and entertainment) to make it attractive for consumer attention. We conceptualize these strategic interactions...

Television being the most prominent and powerful means of communicating the promotional message, due efforts are taken by marketers to communicate the message effectively. However many leading organizations do not take efforts to understand the consumer psychic and view point of the receiver. An...

Parents believe that television advertisements are changing the pattern and behavior of children. They have negative impact on children since children demand, nag and pester their parents to purchase the advertised product. Television advertisements are an important factor which drives their...

Television being the most prominent and powerful means of communicating the promotional message, due efforts are taken by marketers to communicate the message effectively. However, many leading organizations do not take efforts to understand the consumer psychic and viewpoint of the receiver. An...