Abhigyan

Rachin Suri ¹, Heera Lal Sharma ², Deepak Sharma ³

Affiliations
1 Department of Business Administration, National Institute of Technology, Kurukshetra, Haryana, IN
2 Bhagwan Parshuram College, Kurukshetra, Haryana, IN
3 Gian Jyoti Institute of Management, Rajpura, Patiala, IN

Abstract

Over a billion dollar has been spent in order to gain that 30 second sweet spot during a prime time on every channel by our politicians. One might presume if they have spent this much huge amount, then ads must be affecting viewers' vote choice. Somewhat to a surprise, most of the scholars are yet to confirm this claim. The study is another effort being made in the similar direction. In this study we have tried to liberate the other factors and focused only on the broadcast advertising effectiveness on the young educated youth of our nation. In a carefully controlled environment the theatre test was conducted and a considerable amount of evidence was collected that proves otherwise. The considerable part of amount spent is on broadcast advertising for the youth of our nation and they seems to be unaffected.

Keywords

Political Advertising, Elections, Campaign Effects, Persuasion, Theatre Test.

Full Text