Analysis of TV advertising and usage of celebrity endorsers (Record no. 11340)
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| 000 -LEADER | |
|---|---|
| fixed length control field | 00962npc a2200157Ia 4500 |
| 008 - FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION | |
| fixed length control field | 140613s2012 xx 000 0 und d |
| 060 ## - NATIONAL LIBRARY OF MEDICINE CALL NUMBER | |
| Classification number | 659.1 |
| 100 ## - MAIN ENTRY--PERSONAL NAME | |
| Personal name | PRAKASH, SHAKTI |
| 245 ## - TITLE STATEMENT | |
| Title | Analysis of TV advertising and usage of celebrity endorsers |
| Remainder of title | A content analysis approach |
| 260 ## - PUBLICATION, DISTRIBUTION, ETC. (IMPRINT) | |
| Date of publication, distribution, etc. | 2012 |
| 300 ## - PHYSICAL DESCRIPTION | |
| Extent | 36-44 |
| 520 ## - SUMMARY, ETC. | |
| Summary, etc. | In order to arrest quick attention of the audience and consumers, the advertisers use individual spokepersons or endorrsees as a source component. Companies marketing consumer duable and non durable products often use popular sport persons and film stars in their advertising to endorse their products. The basic assumtion underlying celebrity endorsement is that the value associated with the celebrity is transferred to the brand, and therfore, it creates an image that can be easily referenced by consumers. |
| 700 ## - ADDED ENTRY--PERSONAL NAME | |
| Personal name | KUMAR, MEENU |
| 773 ## - HOST ITEM ENTRY | |
| Other item identifier | P14421 |
| Note | M |
| Host Itemnumber | 32628 |
| Host Biblionumber | 11203 |
| Title | INDIAN JOURNAL OF MARKETING |
| 942 ## - ADDED ENTRY ELEMENTS (KOHA) | |
| Source of classification or shelving scheme | Dewey Decimal Classification |
| Koha item type | Articles |
No items available.