Department of Humanities and Social Sciences

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Author: search.filters.author.Sharma, SangeetaSubject: search.filters.subject.Advertising

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    Advertising: Planning and Implementation
    (PHI, 2021) Sharma, Sangeeta
    Advertising has today become an indispensable marketing tool of the corporate world. The advent of the Internet, e-commerce, desktop publishing and computer-aided designing has revolutionized the advertising world. This book provides an in-depth coverage of the concepts related to advertising, media planning and creativity in advertising. Divided into five parts, the text covers all the important aspects of advertising, including the changing face of the advertising world, web advertising and the concept of Integrated Marketing Communications (IMC). It describes, in detail, how to develop and execute an effective advertising campaign by understanding consumers' mind and conducting advertising and media research. It enables the reader to assess, review and modify an advertising campaign or a media plan.
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    Impact of Creativity in Advertising on Customer's Recall Value
    (Taylor & Francis, 2022) Sharma, Sangeeta
    Globalization has substantially bolstered international competition, requiring marketers to come out with innovative strategies in designing the advertisements. If the advertisement is brimming with creativity, it can create indelible impact on the mind of the viewers. There are different techniques used by advertisers to break the clutter, thus making the advertisement conspicuous. Through this chapter, an attempt is made to study the parameters which are included in creative advertisements such as fluency, flexibility, emotional connect, and linking unrelated details. The study also presents the parameters in form of a model using exploratory and confirmatory factor analysis and utilizes structural equation modeling statistical techniques to unravel the role of creative parameters on recall value. The study finds that creativity leads to an increase in unaided recall value of the advertisements, hence providing advertisers a tool in their arsenal to design creative advertisements, in turn, increasing the recall value.
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    Women Empowerment Through Advertising
    (EJSS, 2019-07) Sharma, Sangeeta
    The word empowerment is overused and misinterpreted. Women always aspire to have her freedom of expression and equality. There is no attempt to prove her superior to men but to stand on equal pedestal and have equal opportunity to prove her mettle. There are a lot of initiatives taken by the government to take care of women’s safety and security; however there remain a hiatus in the implementation of policies. The media plays a significant role in empowering the women through cinema, drama or advertising. Advertising creates an indelible impact because of its basic purpose to lure the customer. Advertising has a great potential to change the mind set of people as it has immense creativity in its execution. In the last few years ad agencies have tapped the area to empower women by coming up with engrossing ad campaigns- be it the Unisex washing machine by Llyod, Havells, Biba, etc. This paper attempts to find the ways in which these advertisements have created an impact on women and society at large. The analysis of the women centric advertisement and femvertising will enable to see the projection of women in future.
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    Culture in advertising: model for Indian markets
    (Taylor & Francis, 2020-08) Sharma, Sangeeta
    Advertising is omnipresent and cannot be ignored. The advertisers intertwine the cultural practices prevalent in the country to make a lasting impact on the viewers. The culture of the nation has a deep impact on the psychology of the individuals and therefore can increase the recall value. India is extremely rich in culture and heritage; thus, the advertisers get opportunities to project cultural values in different ways. One such way is to use emotional appeals in the advertisements so as to reach the heart of the target audience. There are deluge of advertisements targeting young consumers which reflect Indian culture. The study attempts to develop a model for depiction of culture in the advertisements taking into account the rituals, clothing, language, jingoism, festivity, religion etc. The analysis of 200 print advertisements is done to identify significant cultural values that are transmitted to consumers. A model is proposed by using exploratory factor analysis and confirmatory factor analysis and then impact on recall value is determined.
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    Role Portrayal of Women in Advertising: An Empirical Study
    (Bepress, 2021-09) Sharma, Sangeeta
    One of the sensitive areas in the world of advertising and marketing is the portrayal of women. Women are an indispensable part of Indian society as they constitute half of the population and play critical roles. However, the depiction of women as sex symbols, objects of desire, and as having subservient behaviours has presented a great concern to feminist scholars, activists, and researchers. The objective of this research paper is to study how women’s role portrayal impacts consumers’ willingness to buy and to identify the difference in views of Indian men and women when it comes to the stereotypical role portrayal of women in advertisements. The study uses MANOVA statistics to identify whether significant differences exist between the men and women when it comes to willingness to buy. Exploratory and confirmatory factor analysis are used to identify the latent variables. The impact on purchase intent is determined by validating the proposed hypotheses through structural equational modelling statistics.