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TABLE OF CONTENTS
1.2 REVIEW OF LITERATURE – CITING OF PAST WORKS. 13
1.4 IMPORTANCE OF THE STUDY.. 17
1.5 OBJECTIVES OF THE STUDY.. 17
1.9 LIMITATIONS OF THE STUDY.. 19
1.10 CONTRIBUTION OF THE STUDY.. 19
1.11 SCOPE FOR FURTHER STUDY.. 19
SURROGATE ADVERTISING AN ANALYSIS. 20
2.1 SURROGATE ADVERTISING: DEFINITION.. 21
2.2 ORIGIN OF SURROGATE ADVERTISING.. 21
2.4 THE CORPORATE STANDPOINT. 26
2.5 COMPANIES FOLLOWING SURROGATE ADVERTISING.. 28
2.6 RECENT SURROGATE ADVERTISEMENTS. 31
2.7 SURROGATE ADVERTISING: EMERGING TREND.. 37
2.8 SURROGATE AD: ROLE IN CONSUMER BUYING DECISION.. 39
2.9 PROS AND CONS OF SURROGATE ADVERTISING.. 40
2.11 FEW CASES OF SURROGATE ADVERTISEMENTS. 41
2.12 LEGAL CASES AGAINST SURROGATE ADVERTISING: 43
DATA ANALYSIS AND INTERPRETATION.. 45
3.1 Media from which advertisements are seen the most 48
3.3 Knowledge about banning on advertisements of such products in India. 50
3.4 Requirement of advertisements of such products. 52
3.5 Opinion on banning of advertisements of these products. 53
3.6 Awareness about surrogate advertisements. 54
3.7 Purchase surrogate products like soda, water etc after seeing their Advertisements. 56
3.8 Recalling the original products while looking at surrogate Advertisements. 57
3.9 Seen any of the below surrogate advertisements. 59
3.10 Evaluating such Advertisements. 60
3.11 Impact of these Advertisements on surrogate products. 61
3.12 Advertisement inducing to try the original product 63
3.13 Surrogate Advertisement of which product category is seen the most 64
3.14 Surrogate Advertisements of brands that are seen the most 66
3.15 Opinion on surrogate Advertisements. 67
3.16 HYPOTHESIS TESTING: CHI SQUARE ANALYSIS. 69
FINDINGS, CONCLUSION AND SUGGESTIONS. 78
4.1 FINDINGS OF THE STUDY.. 79