This study is about science and art of an effective advertising in
Indian context.It is the exercise to find out ways, methods,
tecniques that give meaning to the color, words and images to
consumers in relation to a brand.At present advertisement has
passed the phase where informational assimilation had remained the
core challenge of an advertising campaign.Now, it is the struggle
to remain meaningful, contextual, relevent, in vogue and convincing
till the end where huge media noises and competing brands
intereference constitues the consumers environment. Thus, our
present focus is to make a message heard amidst the huge noises of
the consumers' and market's eco- system.Advertisement has to
survive in this set-up.If advertising succeeds in this endevour, it
can prove its potential as well as effectiveness. The present study
has examined the same problem in relation to low involvement
product category in indian context.
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