Viewer's Perception About Ethics in Television Advertising with Reference to Young Adults (18-25)

Contemporary Corporate Strategies: Global Perspectives ISBN:978-93-87665-56-9, 2019

9 Pages Posted: 14 Apr 2021

See all articles by Radha Jerry Louis

Radha Jerry Louis

Savitribai Phule Pune University (SPPU), Students

Prof Dr Nitin Zaware

Independent

Date Written: February 28, 2018

Abstract

Television being the most prominent and powerful means of communicating the promotional message, due efforts are taken by marketers to communicate the message effectively. However, many leading organizations do not take efforts to understand the consumer psychic and viewpoint of the receiver. An effort has been made by the researcher to understand how an ad is received and perceived in terms of ethics by a specific age group i.e. young adults. This research paper is written with an aim to study the Viewer's perception of ethics in television advertising with reference to the food and beverage sector in the Pune region. Select areas of the Pune district i.e Kalyani Nagar, Viman Nagar, Lohegoan, vishrantwadi areas were chosen for the study.

Keywords: Integrated marketing communications

JEL Classification: Integrated marketing communications

Suggested Citation

Jerry Louis, Radha and Zaware, Nitin, Viewer's Perception About Ethics in Television Advertising with Reference to Young Adults (18-25) (February 28, 2018). Contemporary Corporate Strategies: Global Perspectives ISBN:978-93-87665-56-9, 2019, Available at SSRN: https://ssrn.com/abstract=3819821

Radha Jerry Louis

Savitribai Phule Pune University (SPPU), Students ( email )

Pune
India

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