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Published in:
2015 | OriginalPaper | Chapter
Cigarette Advertising in India - An Exploratory Study
Authors : Sipra Mukhopadhyay, Sonal Kureshi
Published in: Proceedings of the 1993 World Marketing Congress
Publisher: Springer International Publishing
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The study examines cigarette ads in the print media to find out i) How the cigarette advertisers communicate effectively under the existing regulations, ii) The emerging ethical and legal issues and iii) The implication for public policy. Subjects were drawn from user, potential, and vulnerable segments. Laddering was used to explore values- consumption linkage. A content analysis of ads along with correspondence analysis indicated the impact of the ads. Though social factors dominate the early stages, passive learning is initiated by self identity in the print medium. Social education through emotive or rational appeals may be more effective than restriction on media or smoking.