AMBER – ABBS Management Business and Entrepreneurship Review

Saikrishna ¹

Affiliations
1 Acharya Academy of Management Studies, Bangalore, IN

Abstract

Today television is considered as one of the most powerful advertising media reaching broad spectrum of consumers from different cultural background. Television reaches more than 54% of the Indian population. Television as an effect medium demonstrates product attributes, consumer benefits and portrays user and usage imaginary, brand personality and other intangibles. Advertising has been used from many years as vehicle for cultural assimilation, encouraging people to exchange their traditional habits in favour of shared modern life style as such television is widely acknowledged as a powerful agent of socialization. By using culture chord the global and local brands in India are being successful in impressing consumers by drawing their attention and thereby increasing more consumers and brand value.

Keywords

Advertising Insights, Cultural Appeal of Advertisement, Agent of Socialization, Cultural Assimilation, Appeals of Advertisement in India.

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