1. IIMB-
  2. Students Scholar Bank
  3. PGP
  4. CCS
  5. 2011
Please use this identifier to cite or link to this item: https://repository.iimb.ac.in/handle/2074/18339
DC FieldValueLanguage
dc.contributor.advisorGupta, Seema-
dc.contributor.authorKishoreraj, T
dc.contributor.authorSubash, M
dc.date.accessioned2021-04-26T12:26:17Z-
dc.date.available2021-04-26T12:26:17Z-
dc.date.issued2011
dc.identifier.urihttps://repository.iimb.ac.in/handle/2074/18339-
dc.description.abstractThe idea of polysemic advertising has been in existence for a long time. It has been used in a subtle way many times in advertising through all forms of media. In recent years, both corporate and product companies have started to use this concept in a strategic manner. This form of strategic ambiguity has been studied in the past, but no proper frame work for the same has been proposed. This brings out the need for a specific framework for polysemic advertising which could be used by the companies in the current situation to cater to their needs.
dc.publisherIndian Institute of Management Bangalore
dc.relation.ispartofseriesPGP_CCS_P11_193
dc.subjectPolysemic advertising
dc.subjectStrategic ambiguity
dc.titlePolysemy in advertising
dc.typeCCS Project Report-PGP
dc.pages36p.
dc.identifier.accessionE36643
Appears in Collections:2011
Files in This Item:
File SizeFormat 
PGP_CCS_P11_193_E36643_MKT.pdf1.29 MBAdobe PDFView/Open    Request a copy
Show simple item record

Google ScholarTM

Check


Items in DSpace are protected by copyright, with all rights reserved, unless otherwise indicated.