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This repository provides metadata of IIMB Publications and aimed at creating and preserving an archive of Institution scholarship. IIMB Publications include Articles, Working Papers (FULL TEXT), Book Chapters published by Faculty, Doctoral Dissertations by FPM Scholars and Project reports of Students enrolled in various courses of IIMB.
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https://repository.iimb.ac.in/handle/2074/18339| Title: | Polysemy in advertising | Authors: | Kishoreraj, T Subash, M |
Keywords: | Polysemic advertising;Strategic ambiguity | Issue Date: | 2011 | Publisher: | Indian Institute of Management Bangalore | Series/Report no.: | PGP_CCS_P11_193 | Abstract: | The 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. | URI: | https://repository.iimb.ac.in/handle/2074/18339 |
| Appears in Collections: | 2011 |
Files in This Item:
| File | Size | Format | |
|---|---|---|---|
| PGP_CCS_P11_193_E36643_MKT.pdf | 1.29 MB | Adobe PDF | View/Open Request a copy |
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