ISSN (Print) - 0012-9976 | ISSN (Online) - 2349-8846

Debjani MukherjeeSubscribe to Debjani Mukherjee

Advertisement and Markets

Different kinds of advertising such as targeted, informative and indirect comparison ads are used in order to augment the demand for products or to encourage customers to switch brands. Have the large amounts spent on advertising by firms in different industries borne rewards? How do customers perceive advertisements and how do they impact their buying decisions?
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