Previous literature has highlighted the attitude of millennials towards online advertising, but research on the influence of affective appeals in traditional advertisements of consumer durable goods on millennials is substantially less. Therefore, the authors desired to explore the identified...

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...

Advertisements are the most common and effective method of creating awareness among the consumers. The use of television, FM websites are much wider as compared of those in early years. The launch of new channels is a common practice of the companies. Similarly, there is huge increase in the...

This paper examines the impact of exposure to foreign media on the economic behavior of agents in a totalitarian regime. We study private consumption choices focusing on former East Germany, where differential access to Western television was determined by geographic features. Using data...