Indian Journal of Marketing

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Cloning in Indian Advertisements: Getting Two for the Price of One?


Affiliations
1 Associate Professor, Department of Management Studies, Maulana Azad National Institute of Technology, Bhopal, India
2 Research Scholar, Chakravarti Rajgopalachari Institute of Management, Barkatullah University, Bhopal, India
     

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Due to the presence of various niches in a large segment and to cater to the maximum possible audience within it, the concept of the multiple roles played by the same person in Indian cinema is being used with greater frequency in Indian advertisements. Clones serve the purpose of controlling advertisement costs and at the same time, target the segment and niches within it effectively.

Keywords

Cloning, Celebrity, Double Role, Niche, Segment.
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  • Cloning in Indian Advertisements: Getting Two for the Price of One?

Abstract Views: 211  |  PDF Views: 0

Authors

Amit Banerji
Associate Professor, Department of Management Studies, Maulana Azad National Institute of Technology, Bhopal, India
Mohd Iqbal Khan
Research Scholar, Chakravarti Rajgopalachari Institute of Management, Barkatullah University, Bhopal, India
Mudasir Ahad Wani
Research Scholar, Chakravarti Rajgopalachari Institute of Management, Barkatullah University, Bhopal, India

Abstract


Due to the presence of various niches in a large segment and to cater to the maximum possible audience within it, the concept of the multiple roles played by the same person in Indian cinema is being used with greater frequency in Indian advertisements. Clones serve the purpose of controlling advertisement costs and at the same time, target the segment and niches within it effectively.

Keywords


Cloning, Celebrity, Double Role, Niche, Segment.



DOI: https://doi.org/10.17010/ijom%2F2013%2Fv43%2Fi3%2F36368