000			02637nam a22002177a 4500
999			_c49620 _d49620
003			OSt
005			20180419124738.0
008			180419b ||||| |||| 00| 0 eng d
100			_aSrivastava, Mallika _931198
245			_a"Affective Reactions" of Rural and Urban Voters to Government Campaign Commercials in Maharashtra
300			_a33-48 p.
520			_aPurpose : The purpose of this paper was to study viewers' perception in Pune region, India about commercials of various campaigns run by the government. The present study undertook a review of extant literature and appreciative inquiry based survey using Schlinger's viewer response profile scale. Design/Methodology/Approach : Schlinger's viewer response profile is a widely used tool in advertising research, in both commercial and academic environments. It is used in advertisement testing to gauge viewers' reactions to television commercials. Keeping in mind the purpose of the study, we attempted to study the viewers' perception in the form of reactions to television commercials of two government campaigns. Findings : This research paper probed viewers' affective reactions to government campaign commercials using the Schlinger's scale. The study reported that viewers' affective reactions were independent of change in respondents' demographics. Also, there existed significant difference for two dimensions namely Confusion and Government Brand Recognition between rural and urban segments. Practical Implications : The study findings may act as a feedback which would help the advertisers and practitioners to understand the viewers' perception about such campaign commercials. The study also pointed out a few areas which act like barriers for the government to achieve its goal despite of its best efforts. Social Implications : The study findings revealed the social perception about campaign commercials in India and thus laid a base for the subject to establish and to be picked up by researchers to validate further in another setup of location with a larger sample size. Originality/Value : The present study ventured into a new domain, that is, it is one of the initial attempts to understand the relevance of advertising government campaign commercials from the lens of a marketing professional.
653			_aBrand Switching Model
653			_aStatic Model
653			_aDynamic Model,
653			_aMarkov Model
653			_aSEM
700			_aNaik,Shubhanshu _931199
773	0		_030302 _970149 _aGILANI, MEENAKSHI _dINDIAN JOURNAL OF MARKETING 2012 NEW DELHI _o5558573 _tINDIAN JOURNAL OF MARKETING
942			_2ddc _cJA-ARTICLE