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Advertising has always played an important role in creating visibility for educational institutions. In today's time, digital marketing is the sought-after mode as there has been a significant shift from offline to online advertising. With the evolving times, flexibility and convenience take significant importance and it is critical for educational institutions to shift gears and adapt to the new formats. In order to stay relevant and have a competitive advantage, digital advertising helps higher educational institutions go that extra mile in engaging with their potential customers. It also helps in building awareness and attract good quality of students. In the world of digital advertising, 'Google Advertisement' is an online advertising platform developed by Google, where advertisers bid to display brief advertisements, service offerings, product listings, or videos to web users. It can place advertisements both in the results of search engines like Google Search and on non-search websites, mobile apps, and videos. Google AdWords offers the most pragmatic solutions and tools to all strategic issues of digital advertising. Click Through Ratio (CTR) stands out as the most significant index of reflecting its influence and impact. Amongst the array of choices, the right strategy requires an academic and strategic backing. The objective of this paper is to assess on the impact of Google Adwords is used in digital advertising campaigns promoting business schools in specific. This research concentrates on CTR as a measure of the campaign's effectiveness. This paper try's to understand CTR in the context related to the type of content embedded in these digital advertisements; the structure of this content; and hence identify and suggest new strategies. This paper identifies and proposes the right online advertising strategy that can be used by a Business School (B School). Purposive/non-probabilistic sampling was carried out to choose the specific of Business Schools (B-schools) for this study. The business schools selected were based on the National Institution Ranking Framework (NIRF) 2018 of the Indian Human Resource Development. The data was analyzed using to the Social Sciences Statistical Suite (SPSS). There was only access to publicly available and publicly displayed advertisement with no access to user profile data. CTR was utilized to measure total and proportional engagement. The advertisements were then categorized based on their content and analyzed through a one-way ANOVA test. For the purpose of an operationalizing, CTR was utilized as defined by Pak et. al. (2018): "A ratio showing how often people who see your advertisement end up clicking it." The main components analyzed are the characteristics of an effective advertisement appearing on the digital platform measured through its Click Through Ratio. One-way ANOVA has been conducted to assess the Click Through Ratio of advertisement segregated in twenty categories based on their format, content and time of appearance. The analysis reflects that Click Through Ratio differs for different format of advertisements, the information that they contain and for the time and day that they appear. Strategies based on these findings are suggested along with discussion, limitations and further scope of research.

In today's society, information technology transforms the way people do business and activities. Such phenomenon eliminates the previous jobs and creates a new job title. In this regards, professional writers offer new jobs in this digital age. Books and papers are substituted with new platforms because of industrial changes. Web portals, paperless media, tablets, smartphones and other gadgets were created to spread information. However, these have become tools and media for authors in the 21st century. User generated content platform is the most promising tunnel for technopreneur writer. A lot of features can be used to write and asses the author's materials. For example, analytic dashboard or perception content analysis are powerful tools to asses the effectiveness of author's work. There are certain strategies for technopreneur authors to be considered to gain benefits from user generated content platform. Those factors are: characteristics for content, audience assessment, effectiveness of materials and profitable contents. In a nutshell, this paper exposes news tunnels; the most promising way that writers can express their talents in digital age as technopreneurs.

Creative fluency is positively correlated with the quantity and quality of talk as well. The fluency gives an indication of the learner's ability to cope with real-time communication. This paper makes a correlative study on nurturing narrative tasks through advertising skills. English advertising exploits from the high adaptability of the English language. English enables the creators of advertisements to use word puns, figurative language, and to mix individual styles and types of texts. The aim of this paper is to explore what is linguistically creative in everyday interactions by analyzing advertising language. The present study has been done by comparing 100 advertising slogans of Indian Brands and International Brands to analyze language of advertising from linguistic aspects. Further, it provides examples to describe the most commonly used linguistic devices and figures of speech in advertising as a base for creative discourses.

The study examined the insight of English Teacher towards students of standard XI in acquiring communicative skill in English. The main objective of the paper was to identify the problems of the students in acquiring communicative skill in English. The Normative survey method was adopted in the study. One hundred teachers were considered as a sample for the study. Problem inventory for the teacher was selected as a tool for the study. After establishing Reliability and validity of the tool, it was considered for the final study. Findings of the study is a significant association between the Male and Female teachers on the opinion of problems of the learners in Listening skill with respect to stress pattern, cohesive device, Distinctive sound, Intonation, Contextual meaning and Homophones. Communicative skill can be practiced in the classroom transaction by using role play, pandemonium, discussion, interaction, translated version of Tamil cinema, etc. Written communicative skill can be developed by conducting essay competition, preparing advertisement, preparing projects, etc.

The article aims at improving the quality of higher and technical education in India to world class standard. Institutions in knowledge economy are reckoned to be the drivers of development. Indian institutions are making efforts, investing money, appointing professors, students are studying hard but due to the lack of marketing strategy, their efforts do not bring the expected results. Industries do not get new knowledge, new technology from the institutes, and they remain uncompetitive in the global market. Thousands of students with degree in hand are jobless, 25% of people live below poverty line, India remains a low income economy, with Human Development Index as low as 135. Purpose of the article is to drive deep in the minds of key people, global the winds of change. The institutions are expected to be extrovert, benchmarking the world best institutions. Professors and students have high potential and it can be developed by adopting marketing strategies. The article recommends that we should adopt them without any delay and bring fruits of development to Indian people.

Emergency Contraceptive Pills (ECPs) are increasingly available over the counter as a form of hormonal birth control in India. As use of ECPs is increasing over time, this paper draws on ethnographic research in Dehradun, in Uttarakhand (Northern State) to highlight the everyday material conditions under which women create narrative around choice and agency regarding these ECPs. Women viewed ECPs as better options than abortion, appreciated the sense of empowerment these provided them because they could be consumed in houses where women had limited 'space and privacy;' and finally that ECPs and their advertisements could act as 'agents of social change.' Feminist scholarship on reproduction demonstrates that choice is a form of agency that is enacted within certain constraints. Using this framework, the research here highlights how women create narratives about ideas of contraceptive choice and notions of 'empowerment' when talking about ECPs and their advertisements. In revisiting the dilemma about women's agency and choice, this paper builds on Rosalind Gill's concept of 'critical respect' to propose 'critical ethnographic respect' as an ethnographic tool to help read women's responses and respectfully contextualise the materiality from within which these narratives emerge. [ABSTRACT FROM AUTHOR]

This paper defines the category of the sports image ad in contradistinction to the sports narrative ad. Image ads, unlike narrative ads, are characterised by the use of sports images without employing spatio-temporal logic and sequentiality. After engaging in a brief discussion of the term image, the paper focuses on a structuralist study of the images employed in sports image ads on Indian television, and subjects them to rigorous semantic and syntactic analysis, using numerous examples, in order to extract the implications these images have for Indian sports discourse. It also undertakes a historical analysis of the changes that sports images have undergone over time in order to trace the changes in sports discourse in India since the advent of television in the 1980s. [ABSTRACT FROM AUTHOR]

INTRODUCTION India has unique tobacco-free film and TV rules designed to prevent tobacco uptake. In this study, we examined the potential influence of exposure to smoking imagery in regionally famous films, on susceptibility to smoke in teenagers enrolled in schools in a district in Southern India. METHODS A longitudinal survey of students, in grades 6 to 8 at baseline in 2017 and grades 7 to 9 one year later in 2018, ascertained prospective incident susceptibility to smoking during the study period in relation to baseline exposure to 27 locally popular films with actual or implied smoking imagery. RESULTS We analyzed linked data from 33676 participants, and 3973 (11.8%) of the adolescents reported incident susceptibility. There was a significant increase in susceptibility to smoking with increasing exposure at baseline to smoking imagery in films on univariable analysis, highest tertile of exposure relative to no exposure (OR=1.4; 95% CI: 1.0 -2.1, ptrend<0.001), and this trend remained significant (p=0.022) after mutual adjustment for recognized confounders, highest vs no exposure (AOR=1.3; 95% CI: 0.9-1.8). We found no statistically significant association between exposure to tobacco-free film rules and change in susceptibility. CONCLUSIONS Prospectively, watching films featuring smoking imagery increases adolescents' vulnerability to smoking. Further research revealed no difference in susceptibility change between youth who saw partially compliant films and those who watched non-compliant films. Our findings, thus, underscore the need to incorporate comprehensive approaches to prevent the inclusion of smoking imagery in films. [ABSTRACT FROM AUTHOR]

Purpose: The purpose of this study is to develop a framework to investigate the mediating role of attitude toward advertising for the relationship between the exogenous constructs – advertising puffery and celebrity trustworthiness, and an endogenous construct purchase intent. Design/methodology/approach: This paper has proposed a conceptual model based on the previous relevant studies and conducted a survey of 223 youth respondents from India. Further, structural equation model with the help of AMOS software was used to test the relationship among the proposed constructs. Findings: This paper has considered advertising puffery and celebrity trustworthiness as exogenous constructs, attitude toward advertising as a mediating construct and purchase intent as an endogenous construct. The results revealed that advertising puffery influenced purchase intent and attitude toward advertising inversely, whereas celebrity trustworthiness positively influenced both purchase intent and attitude toward advertising. Additionally, attitude toward advertising was found to be a significant predictor of the purchase intent. Moreover, attitude toward advertising is found to have significant partial mediation between the constructs, celebrity trustworthiness and purchase intent. Practical implication: This paper is useful for the marketers of soft drinks and other low-involvement products in India to understand the perceptions of the youth toward advertising with puffery content and celebrity endorser. Originality/value: This study is a unique attempt to build a framework involving a combination of advertising puffery and celebrity trustworthiness to analyze the mediating effect of attitude toward advertising on the purchase Intent. [ABSTRACT FROM AUTHOR]

Advertisements are potentially outreaching and highly persuasive forms of social influence. Not only it is an important tool of marketing and brand recognition, but also a very strong cultivator of ideas, concepts, trends and stereotypes. It is therefore imperative, that the content broadcasted by media is positive, holistic and pragmatic. This paper focuses on analysing the role played by advertisements in setting appearance culture and the dynamic and evolving nature of modern advertisements against appearance stereotypes. The paper intends to make use of information derived from secondary data. [ABSTRACT FROM AUTHOR]

Purpose: This study aims to analyse the roles in which children have been portrayed in advertisements over three decades (1990–2000, 2000–2010 and 2010–2020) and what have been the changes in the portrayal of the children, including the changes in product type and target audience. Design/methodology/approach: The content of 212 television advertisements was analysed for the study; 32 advertisements belonged to 1990–2000, 38 belonged to 2000–2010 and 142 belonged to 2010–2020. Findings: It could be observed that in 2010–2020, marketers had primarily focused on children as their central idea behind making any advertisement. They were projecting children as an emotional and informational tool for attracting adults and children, directly or indirectly. Research limitations/implications: The implications of this study are manifold. Firstly, the study supports the theories of socialisation and the changing role of children in the same. Secondly, the trend over the decades hints at the marketer's changing strategy behind using children in advertisements to target adult audiences. Practical implications: The significant implication for the practitioner is the possibility of having a child protagonist in an ad for the non-children target audience. Originality/value: This paper is one of the first to analyse the changing role of children in advertisements over a long time horizon. [ABSTRACT FROM AUTHOR]

Newspapers are a marketing force to reckon within a developing country like India with huge daily circulations. Advertisements are present on each and every page of any newspaper including the first page. The present paper looks at the trends of first page advertisements of the top three Indian newspapers of English, Hindi and regional languages, for a duration of two weeks in February 2013. The paper analyzes the data to find whether a relation exists or not, between the language of a newspaper and the number of advertisements appearing, the total space under advertisements each day, and the size of advertisements. [ABSTRACT FROM AUTHOR]

INTRODUCTION The World Health Organization recommends banning all forms of e-cigarette advertising, promotion, and sponsorship. The aims of the present study were to: 1) examine young people's exposure to e-cigarette advertising across a wide range of media in four diverse countries; and 2) identify any association between the number of different types of media exposures and e-cigarette use. METHODS A cross-sectional online survey was administered to approximately 1000 people aged 15-30 years in Australia, China, India, and the United Kingdom (n=4107). The survey assessed demographic characteristics, e-cigarette and tobacco use, numbers of friends and family members who vape, and exposure to multiple forms of e-cigarette advertising (e.g. television, radio, print, and various types of social media). Descriptive analyses were conducted on those who had heard of e-cigarettes (n=3095, significance threshold p<0.001) and a logistic regression analysis was used to identify factors associated with e-cigarette ever use (significance threshold p<0.05). RESULTS The majority (85%) of respondents who had heard of e-cigarettes reported being exposed to e-cigarette advertising on at least one type of media, and the average number of types of media to which respondents were exposed was 5 (range: 0-17). The number of media types was significantly associated with ever use of e-cigarettes (OR=1.05; 95% CI: 1.02-1.08, p=0.001). CONCLUSIONS Despite advertising restrictions in place in all four countries, large majorities of young people reported being exposed to e-cigarette advertising. Social media and advertising on/around vape shops and other retailers appear to be key exposure locations. Urgent attention is needed to address these forms of exposure given their apparent association with e-cigarette use. [ABSTRACT FROM AUTHOR]

Exposure to advertisement is considered to be the primary source of indulgence and distraction for children. Past studies have treated children as both empowered and vulnerable. Empowered because after a certain age children become mature enough to understand the difference between entertainment and persuasion, but before reaching that stage children are extremely naïve. This paper aims to explore the changes in childrens' attitude towards frequent changes in advertising campaigns with reference to a popular product of a famous chocolate multinational brand in India. Four focus groups comprising of 22 children of both the genders between the age group of 8–14 years participated in the study. Selective advertisement from a period of three decades (1983–2016) were chosen and shown to the children in a birthday party and their responses were collected. Congruency Theory of Social Psychology was applied for the analysis of the excerpts. The findings reveals that frequent changes in advertising campaigns create confusion in the minds of the children. The entertainment and empathy towards the advertisement were reduced considerably when the advertisement execution shifted from children to adults. [ABSTRACT FROM AUTHOR]

New media campaigns hold great potential to grow public awareness about the dangers of tobacco use and advance tobacco control policies, including in low-income and middle-income countries (LMICs), which have shared in a decade of explosive growth in mobile and internet penetration. With the majority of deaths from the tobacco epidemic occurring in LMICs, new media must be harnessed both as an advocacy tool to promote social mobilisation around tobacco issues and to build public support for MPOWER policies. This paper examines three consecutive new media advocacy campaigns that used communication channels such as mobile SMS, Facebook and online advertising to promote tobacco control policies. It includes some of the lessons learned, such as the pitfalls of relying on viral growth as a strategy for obtaining reach and campaign growth; the challenge of translating strategies from traditional media to new media; and the importance of incorporating marketing strategies such as paid advertising, community organising or public relations. It also identifies some of the many knowledge gaps and proposes future research directions. [ABSTRACT FROM AUTHOR]

Nowadays, wherever the vacancies are being advertised for the position of librarians, it is highly disgusting to see that the position is degraded either by changing the grade pay or by changing the existing designation of library professionals. The paper tries to give an alert for the library professionals and an appeal to the persons sitting on highest positions in the institutes of repute and various associations to safeguard the charm of the profession. [ABSTRACT FROM AUTHOR]

Comparative advertising is a marketing strategy that can be hostile to consumer rights, if not regulated properly. In India, it is a concept governed by many statutory provisions under various legislations. Consumer Protection Act, 1986, Trademarks Act, 1999, etc. are some of them. Indian judiciary has also over the years played a well-defined role, setting the legal position. This paper is an analysis of comparative advertising in India with reference to the statutory provisions and judicial decisions. [ABSTRACT FROM AUTHOR]

Advertisement slogans play an integral role in seeking attention of the potential customers. These also persuade the potential customers to go for buying the advertised products. The act of seeking attention and persuading the potential customers are achieved through using particular kind of language in the advertisement slogans. In fact, the language use in the advertisement slogans appears to be quite creative and innovative and hence it is important to identify and analyse the linguistic aspects of the same. The present study focuses upon analysing linguistic devices as identified in the contemporary Indian advertising slogans. The sample of the study consists of approx. 60 adverting slogans collected from the various sources of print and electronic media advertisements on the random basis. The findings of the study identified and revealed the use of several linguistic devices such as rhyme, alliteration, assonance, consonance, affixations, neologisms, hybridizations, reduplications, code-mixing, use of small and catchy phrases, parallelisms, simile, metaphor, hyperbole and personification at different levels of linguistic analysis in the language of contemporary Indian advertising slogans. The research paper advocates the fact that it is the use of linguistic devices that make the language of the advertising slogans captivating and memorizing to potential customers. [ABSTRACT FROM AUTHOR]

The legal battle around the reform of Section 377 of the Indian Penal Code brought the provisional decriminalization of homosexuality in 2009, which was overturned by the Supreme Court of India in 2013. Queer politics in India thus stands at a critical juncture regarding the goal to foster social acceptance of LGBT individuals. This paper offers an analysis of two recent media representations in India--a gay matrimonial ad and an online advertisement for an ethnic apparel brand featuring a lesbian couple--to demonstrate how the Indian family is emerging as an important arbiter of queer relationality. The negotiation of same-sex relations within the familial is premised on bourgeois notions of class, caste and gender, an ideological normativity that queer of color critique and queer theory have foundationally put up resistance to. This paper goes beyond the queer and feminist critiques of gender and class normativity to suggest that queer visibility in the Indian context is being negotiated not in opposition to, but through, the mandates of the familial. [ABSTRACT FROM AUTHOR]

Purpose Rising trends in alcohol consumption and early drinking initiation pose serious health risks especially for adolescents. Learner’s prior knowledge about alcohol gained from the social surroundings and the media are important sources that can impact the learning outcomes in health education. The purpose of this paper is to map adolescents’ perceptions of alcohol in Punjab, India and how these perceptions are related to their attitudes towards their social surroundings and the media.Design/methodology/approach The questionnaire was created after informal discussions with local people who consume alcohol and discussions with alcohol-related experts. Students from five schools (n=379, average age=13.6 years) in the urban region of Punjab, India, filled in a questionnaire. Quantitative tests were performed on the questionnaire data. Summative content analysis was performed for the textbook content about alcohol from classes 1 to 10.Findings Data suggest that students gain knowledge about alcohol from multiple sources, including society, the media and education. While society and the media can give misinformation, education did not provide them with factual scientific information about alcohol. Students from financially marginalized social surroundings experience the presence and use of alcohol more frequently; they trust the media and celebrities somewhat unquestioningly and, hence, are more at-risk.Research limitations/implications All participants in informal discussions as well as all participating schools in the study were from urban regions. Data about individual’s socio-economic conditions was not collected.Originality/value This research investigates perceptions of alcohol that are derived from adolescents’ social surroundings, perceptions of the media and perceptions gained through educational guidance in a developing country. Such multi-dimensional investigations have not been conducted earlier. [ABSTRACT FROM AUTHOR]

The paper is based on the author's analysis of recent television commercials addressing gender issues. All the chosen advertisements have been acknowledged on various platforms for their efforts towards addressing gender issues and breaking gender stereotypes. This paper attempts to go beyond the direct messages and analyses aspects which were not discussed by critics or audiences but, nevertheless, had an impact on the overall messaging. The paper argues that in case of chosen commercials, the presence of certain cues diminished the intensity of the intended messages. In particular instances, the advertisements tended to create further stereotypes in the quest to address an existing one. The analysed advertisements were from well established brands (Anouk, Ariel and Titan Raga) and were praised by critics and audience alike for the messages they conveyed- thereby increasing the ethical responsibility they carried. [ABSTRACT FROM AUTHOR]

In the era of globalization, everyone is in competition with others. The world of advertising is also not an exception. At any cost, advertisers want to woo the attention of the viewers towards their product. Creative strategy of the advertising agencies knows no bound when it comes to the business term. Models also follow no guidelines of moral sense while exposing them in front of cameras with a message to promote the product. The goal is just one and single - to sell the product by hook or by crook. Overtly and covertly, the advertisers break ethical guidelines, challenge the norms set up by the supervisory bodies and carry out their task. When protest erupts by concerned bodies in the society against these advertisements, either the advertisers drop those advertisements from being broadcast for a temporary period or move up to the court to fight for their reasons. But the proliferation of new media keeps those controversial advertisements alive in society. In terms of advertising, controversial messages are displayed, broadcast and disseminated to the society which challenges the very ethical set up of the traditional system of the society practiced since times immemorial. This research paper focuses on the violation of the advertising ethics in Indian advertising being practiced since decades and its subsequent effects on the audience. Keeping in view the communication strategies practiced in visual communication in terms of advertisement, this research paper also finds out the loopholes in the controversial advertisements. [ABSTRACT FROM AUTHOR]

This Paper aims at probing into the ethics and meanings of advertisements of a very popular product of recent times, fairness creams. The purpose is three fold: one, to read the encoded messages of these ads; two, to seehow far these ads adhere to the norms regarding ethics of advertising set in India; and finally, to argue that market and ethics are two most contradictory ideas. Further, both ethical norms set by a state apparatus and widely circulating advertisements reflect the socio-economic structure of the society concerned and hence the state apparatus and media are hardly ever at loggerheads with each other. The authors of the paper believe that any cream or other product that promises to transform the physical appearances of consumers, demeanspeople; promising lighter skin tone is racist and further, showing lighterskin tone as a precondition of successand confidence is not only falsity but is also a clear attempt at boosting most people's feeling of inadequacy. Therefore, by permitting these ads to remain in circulation the state is contradicting the norms set by it. [ABSTRACT FROM AUTHOR]

India is a nation with a populace more than 120 crores subsequently the interest for merchandise and ventures is gigantically prompting the need for wellbeing for both for example condition and individuals. Eco-friendly showcasing is intending to ration the earth, which means there without anyone else covered up in the meaning of eco-friendly advertising. Eco-friendly showcasing centers around the item that is ecologically protected. Luckily, numerous organizations in India are driving the path in eco-friendly showcasing by perceiving the constraints of the planet and the necessities of the individuals better and making our planet a superior spot to live This investigation attempted to address the inquiry what is the idea of eco-friendly advertising? for what reason do we need eco-friendly promoting in the present situation?. [ABSTRACT FROM AUTHOR]

The Social advertisement with celebrity endorsement has tremendous potential to change the behaviour of general public towards a particular social cause. These advertisements get attention easily from general public and can be proved very beneficial in highlighting social issues prevailing in our society. This study seeks to compare and understand effectiveness of celebrity and non-celebrity social advertisements. It explores opinions from residents of Hyderabad India regarding social advertising endorsed by celebrities and non-celebrities. Celebrity endorsed advertisements are more effective in terms of visual appeal, transmission of the social message, content etc. This paper tries to highlight to what extend celebrity endorsed social advertisements are more effective than non-celebrity endorsed social advertisements. [ABSTRACT FROM AUTHOR]

The objective of the research reported in this paper was to develop and test a model of brand personality-celebrity endorser personality congruence and its impact on consumers' attitudes and intentions. In particular, the study drew on social adaptation and attribution theories to develop hypotheses related to the impact of this congruence on consumers' perceptions of endorser credibility and suitability, and the subsequent impact of these perceptions on consumers' attitudes and intentions. The study was motivated by recent attention being paid to the importance of personality in choosing celebrities for product endorsements and the fact that the brand personality-celebrity endorser personality congruence has not been explored before. The model was tested based on data obtained from a sample of participants in India. Results from path analyses indicated a positive and significant impact of personality-based congruence on endorser credibility and suitability, which, in turn, positively and significantly impacted ad believability. Ad believability in turn significantly impacted attitude toward the ad, which had a significant impact on brand attitude and purchase intentions. Research and managerial implications are discussed, as are directions for future research. [ABSTRACT FROM AUTHOR]

Previous studies have identified affect as constitutive of and woven into everyday life. Less work has focused on how affect is designed and produced through consumer services and goods to modulate human–technical assemblages for commercial and economic ends. In this paper, I draw on social geography, affect studies, and postcolonial media studies to analyse value creation in the Indian mobile phone market, specifically in the deployment of an Indian form of workaround called ‘jugaad’. Following nonrepresentational analyses of digital practices, I identify this market as a collection of human–technical assemblages that are marketed through a rhetoric of frugal innovation or jugaad. Moving through examples from fieldnotes, case studies, and reports, the analysis of the affective atmospheres of Indian mobile phone marketing communications appraises televised Bharti Airtel adverts. Findings of this analysis suggest affect has spatial, temporal, and economic dimensions, as well as being embedded in everyday experiences of a newly distributed subaltern agency. [ABSTRACT FROM AUTHOR]

Purpose: Eat Right India (ERI) is a flagship initiative by the Food Safety and Standards Authority of India to transform the food system to ensure sustainable, safe and healthy food for all. The study summarizes the strategies, policies and programs using the NOURISHING framework. Design/methodology/approach: This study identifies and reviews documents related to ERI through a comprehensive search of research literature, policy documents and information available from the institutional websites. The NOURISHING framework, which proposes a methodology to categorize, report and monitor actions to promote healthy eating, is used as a guiding framework. Findings: Upon analyzing various strategies put forward by the ERI initiative, it was found that there are many inter-sectoral collaborations, successful institutionalizations and behavioral interventions implemented through the initiative. However, there are a few areas that require attention, which include health taxation, children's exposure to unhealthy food marketing, regulations in food advertisements and the incentivization of retailers and consumers for healthy food delivery and consumption. There is a need for a holistic approach with a congruence of health and food systems in the backdrop of a strong and efficient policy and regulatory framework to tackle the threat of Non-communicable diseases (NCD). Originality/value: This article contributes to a significant discussion about transforming food systems to tackle (NCDs). It summarizes the existing initiatives in India for establishing healthy food environments and also suggests a few strategies for taking it forward. The study calls the policymakers to action for restructuring the food and health system into resilient, contextually relevant and interoperable mechanisms to address the threat of NCDs. [ABSTRACT FROM AUTHOR]

Purpose: Kids get exposed to advertising on social media platforms when they visit them to perform various goals. The purpose of this study is to find out the factors which affect kids' behaviour when the kids encounter advertising on social media and also to establish causal relationships amongst the factors of social media advertising (SMA). Design/methodology/approach: A total of 11 factors of SMA have been identified with the help of experts and the causal relationships amongst the SMA factors have been constructed by the implementation of decision-making trail and laboratory evaluation (DEMATEL). Based on the established relationships, a causal diagram has been also developed to understand the structural nature of interdependence amongst the factors. Findings: DEMATEL technique is based on logical steps, which have assisted in categorising the identified factors into two groups: cause group and effect group. Cause group factors are the reasons for the effect group factors to occur. Customisation, entertainment, information and interactivity have been observed as cause factors whereas, relevance, engagement with SMA, purchase intention, product involvement, advertising value, attitude towards SMA and irritation have been observed as effect factors. Product involvement is found to have the highest level of interaction with all other factors. Information and interactivity are observed to influence all other factors. Research limitations/implications: Kids possess a limited understanding of the selling intent of advertisers which makes kids vulnerable to advertising. This study supports that the content of the advertisement should be kept in accordance with the need of kids and also suggests that marketers should emphasise cause group factors which derive subsequent consequences on effect group factors. The foremost limitation of this study lies in the process of identifying the factors through expert opinions. The sets of contextual relationships may vary when different experts are considered. Originality/value: This study strives to identify the factors which affect kids' understanding of SMA and also establishes causal relationships amongst them. This kind of study is unique in state of the art and to the authors' knowledge no significant research has been conducted in India which involves establishment of inter-relationships amongst SMA factors that affect kids' behaviour. [ABSTRACT FROM AUTHOR]

India has huge potential in the budget smartphone market, as with a population of around 1.2 billion people, less than one-fourth of the population owns a smartphone. This has drawn in many international players to take advantage of the Indian smartphone market. Understanding customer purchase behavior is very important to marketers, and this paper highlights the important dimensions that attract the customer while making purchase decision for mobile phones. This research concludes that 'hardware specifications' is at the top of the priority list while purchasing mobile phones, followed by marketing communications (including advertisements, brand ambassadors and word of mouth). Additional features (like battery backup, touch screen, expandable memory, sound quality and screen size) and usability features (ease of use, application features and color resolution) come third and fourth respectively. Surprisingly, price (including exchange offers and provision for paying through equated monthly instalments) seems to be the least important consideration when buying a mobile phone. [ABSTRACT FROM AUTHOR]

Although social issues or social message advertisements are used by brands to influence buying behavior, not much research has been done to evaluate the consumer behavior formed due to such advertisements in India. The study was carried out to investigate the relationship among Attitude Towards Advertisement with a Social Message (ATASM), Attitude Towards Brand (ATB) and Purchase Intention of Customer (PIC). ATB as a mediator between ATASM and PIC was also examined in this study. The proposed model’s interrelationships were investigated using Structural Equation Modeling (SEM). A quantitative survey was conducted among university students, and the data was gathered via a questionnaire. For the study, an advertisement of an online shopping company was shown to the respondents with a pseudo brand name. To test the hypotheses, 323 students were surveyed. The results confirm that both ATB and PIC are positively affected by ATASM. Also, PIC is positively influenced by ATB formed after watching the advertisement incorporating the social message. The study contributes by introducing a new perspective to the advertising literature. It also equips marketers and advertisers with the knowledge to create commercial advertisements that include a social message. [ABSTRACT FROM AUTHOR]

Today, advertising is becoming one of the most important tools not only to promote brands but also to spread awareness about social issues among the masses. Nowadays, marketing managers mainly focus on understanding the mindset of their target audience, as consumers prefer brands they can relate to. The societal marketing aims to pursue both earning revenues and improving society. Coming up with such innovative advertisements that are simple and convincing is what the brands are aiming for. Brands want to advertise themselves in a way that leaves a lasting impression in the minds of consumers. However, oftentimes difficulty arises when people immediately question or raise objections to the ads whenever they sense something unethical or inappropriate. There is a very thin line between being relevant and being controversial. Therefore, the present study focuses on some brands that use advertising techniques to inform the masses about the social ills that are prevalent in society and how these advertisements affect the brand's public image. [ABSTRACT FROM AUTHOR]

The obsession with fair skin in India has prompted the Ministry of Health and Welfare to propose an amendment in the Drugs and Magic Remedies (Objectionable Advertisements) Act of 1954. This amendment proposes to impose a ban on advertisements promoting skin‐fairness products. However, with the proposed amendment, companies have adopted innovative strategies to rebrand their products and shift the spotlight from fair skin to glowing skin. Yet, the underlying message remains the same. The burgeoning growth of skin‐whitening creams in India calls for urgent attention to study the Indian consumers' motivations to purchase these products. The research study utilises self‐determination theory (SDT) to develop a grounded framework. The study results highlighted that intrinsic motivation and the two types of extrinsic motivation, namely, introjected regulation and external regulation, were positively associated with consumer buying behaviour. Surprisingly, attitude has no association with consumer buying behaviour. The results of the first moderator gender suggested that females are under social pressure to look fair for better jobs and marital prospects. The second moderator country of origin revealed that Indian consumers prefer foreign brands compared to Indian brands. [ABSTRACT FROM AUTHOR]

Marketing has been growing for decades in one form or another. The main purpose of marketing is to make goods and services available to customers as per their needs and wants. Traditionally, marketing used to be done through limited mediums like television, print media, and so on. However, with the changing times and with continuous improvements in information technologies, there has been a shift to modern ways of marketing. Digital Marketing has provided the great opportunity and a huge platform to the marketers to connect to the target audience. India is one of the largest growing markets in the world and the scope for digital marketing is going to increase the most. Modern tools include social media advertisements, e-mail marketing, and so on. This study will focus on how companies and various firms are moving towards the use of modern ways of advertising, and how it is getting easier for them to use these mediums and in connecting the tastes and preferences of a larger customer base. [ABSTRACT FROM AUTHOR]

This study aims to understand how features of an app can enhance smartphone app retention behavior among its users. Based on the literature review five features (relationship features, self-congruity, presentation style, novelty, and social connection) have been identified to influence the app self-connection, and app self-prominence, which in turn, eventually predict the affective commitment and behavioral attachment (i.e. word of mouth) of the app users. From a value orientation perspective, apps can be classified under three categories, namely, (i) Utilitarian apps, (ii) Hedonic apps, and (iii) Social network sites apps based on their usage and functionality. To enhance the generalizability of the study, data were collected from 750 active app users, i.e. 250 respondents from each category and a multi-group invariance analysis was performed to determine the significant effect of each category of apps on app retention behavior. The empirical results of the analysis highlighted the differential values exhibited by these five app features across three categories of smartphone apps. The findings escort the app-based marketers, and app developers to have a more sophisticated understanding of the respective category app features for desired business outcomes. The uniqueness of the present study is highlighted in its proposed integral framework that conceptualizes specific features of an app that the marketers can focus on to develop better-designed apps the users want. [ABSTRACT FROM AUTHOR]

India's large and thriving news media is going digital. Spurred by an exponential increase in Internet use and digital advertising, a number of digital journalism startups have been established in recent years. These startups have received popular and academic attention, often narrated as disruptors and revolutionaries. This study considers these claims of disruption from the perspective of those doing the supposed disrupting. Based on 31 semi-structured interviews with founders and journalists working at 18 such English-language startups, this study examines how they work with and against the grain of established media in India. Participants critiqued existing media practices with regard to the business model, the content of news coverage, and the values underlying their journalism and then offered their own site or work as possible redress. While the critiques were aimed at legacy media writ large, they also aligned themselves with and sought legitimacy from print journalism. Their coverage, audience, and values were all oriented toward English-language newspapers, which have historically formed the elite public sphere in India. Participants saw themselves operating in concert with print media, ultimately offering not a disruption to the established order of journalism but rather a distillation of how the English-speaking elite in India access news. [ABSTRACT FROM AUTHOR]

It all began with an outbreak from Wuhan, China and later spreading to the other parts of the world. From lockdown, mass testing, contact tracking to other self-precautionary measures each one of us have slowly struggled, adapted and are overcoming the pandemic with our new normalcy. The journey was not easy for each one of us, neither was it easy for World Health Organization (WHO) and the government officials across varied countries. It was the time to discover and in parallel create public awareness to refrain the outbreak spread. Especially in India where population size being so massive, and also the population mix being so strong, one India has many India to be targeted. A right message to reach to its end audience, the drive really had to be focusing on the diversified mass segments, therefore need for multiple mediums and modes of communication, attempting different appeals for the same simple message was a must. [ABSTRACT FROM AUTHOR]

This research investigates how a celebrity endorser in POP (point of purchase) advertising impacts consumer impulse buying, in cases of both high involvement and low involvement products. It also examines the effect of match-up between the celebrity and the product in consumer impulse buying. An experimental study was conducted to gather data for six different situations utilizing a sample of 218 students in India. Independent sample t-test was applied to test the hypotheses of the study. The results reveal that the presence of a celebrity endorser in POP advertising enhances the consumer impulse buying. Further, the celebrity endorsers are more effective in cases of high involvement products as compared to low involvement products, and the celebrity match-up with the product category also influences impulse buying, however, only in case of high involvement products. The research contributes to the celebrity endorsement and impulse buying literature by finding the effect of celebrity endorsers on consumer impulse buying. The findings are highly relevant for retailers and marketing practitioners interested in impulse buying, suggesting another way of influencing consumer impulse buying. [ABSTRACT FROM AUTHOR]

Advertising is omnipresent and cannot be ignored. The advertisers intertwine the cultural practices prevalent in the country to make a lasting impact on the viewers. The culture of the nation has a deep impact on the psychology of the individuals and therefore can increase the recall value. India is extremely rich in culture and heritage; thus, the advertisers get opportunities to project cultural values in different ways. One such way is to use emotional appeals in the advertisements so as to reach the heart of the target audience. There are deluge of advertisements targeting young consumers which reflect Indian culture. The study attempts to develop a model for depiction of culture in the advertisements taking into account the rituals, clothing, language, jingoism, festivity, religion etc. The analysis of 200 print advertisements is done to identify significant cultural values that are transmitted to consumers. A model is proposed by using exploratory factor analysis and confirmatory factor analysis and then impact on recall value is determined. [ABSTRACT FROM AUTHOR]

Purpose: This study aims to extend current research efforts by utilizing the institutional theory to propose cross-cultural-based asymmetrical moderating effects of ethnocentrism and cultural openness on the effectiveness of global, foreign and local consumer culture brand positioning strategies of high-tech products. Design/methodology/approach: This study used an experimental design in the USA (developed country) and India (developing country). Print advertisements across the two countries were used to explore the proposed moderating effects of ethnocentrism and cultural openness on consumer brand evaluations of a high-tech product under the three different consumer culture brand positioning strategies. Findings: Overall, this study provided empirical evidence in support of the proposed cross-cultural asymmetrical effects. The study findings indicate that consumer ethnocentrism seems to be more important in influencing a subject's brand evaluations across the positioning strategies in a developed country like the USA, while consumer cultural openness will be more important in influencing a subject's brand evaluations across the positioning strategies in a developing country like India. Originality/value: Despite existing research efforts on the potential benefits of positioning brands using global, foreign or local consumer cultures, there is a lack of empirical evidence regarding the effectiveness of these positioning strategies across different cultures. Theoretically, this research draws on the institutional theory to investigate the asymmetrical cross-cultural moderating effects of ethnocentrism and cultural openness on the effectiveness of the three-consumer culture brand positioning strategies. Managerially, this study provides empirically based suggestions for brand managers attempting to position their brands with different segments of consumers while highlighting the importance of cultural differences between developed and developing markets. [ABSTRACT FROM AUTHOR]

Cause-related marketing (CRM) has developed into a versatile and cost-effective tool to accomplish corporate objectives. Understanding the consumer expectations and preferences while planning and designing effective CRM communication strategies has become necessary for marketers. In order to understand the effect of CRM communication on consumers purchase intention, two separate experiments were conducted to examine the interactive effect of donation message framing, donation magnitude, and product category with a sample of 180 participants for each. This study was drawn from a sample of undergraduate students from a mid-sized university in India. The results of study 1 indicated that exact message framing regardless of the product (i.e., high and low involvement) generated higher purchase intention. Study 2 demonstrated that purchase intention for high CRM donation magnitude was influenced most by product category involvement. Overall, the outcome suggests that design elements of CRM communication does influence consumer response to the campaign. [ABSTRACT FROM AUTHOR]

This study examines the representation of older adults in print advertisements in an English-language magazine in post-reform India. Employing content analysis, this study finds a growing disenchantment of the Indian media with the image of a "happy joint family." A higher proportion of older adults are now portrayed alone or with younger adults compared to earlier portrayals with people of all age groups in an ad. Further, the portrayal of older adults as both parent and grandparent in the same ad has also reduced over the years, hinting at the restructured ideas of time, successful aging, and later life identities. [ABSTRACT FROM AUTHOR]