Exploring Consumer Attitudes towards Different Facets of Advertising

Advertising as a major communication tool, is highly pervasive and reaches people through various mass media vehicles. In this era of consumerism and competition, advertising has gained profound recognition and importance and has grown tremendously both qualitatively and quantitatively. Advertising being the most visible part of business in general and marketing in particular has been praised but also criticized by people associated with business and non-business fields. Many facets of advertising are being discussed quite often and people hold different opinions and attitudes towards them. This book is an attempt to empirically investigate the attitude of consumers towards different facets of advertising. It explores advertising as a business tool; informational; Materialism; Media and advertising practice in Iran and India. This book concludes with a detailed discussion on how advertising has influenced consumer attitudes across different cultures.

Auteur

Dr. Farzaneh Yarahmadi received her PhD degree in International Marketing Communication from University of Aligarh in 2007.She currently works as an assistant professor at the University of Buraimi. Her research interests center on marketing communication and development of entrepreneurship.