Cloning in Indian Advertisements: Getting Two for the Price of One?

Authors

  •   Amit Banerji Associate Professor, Department of Management Studies, Maulana Azad National Institute of Technology, Bhopal
  •   Mohd Iqbal Khan Research Scholar, Chakravarti Rajgopalachari Institute of Management, Barkatullah University, Bhopal
  •   Mudasir Ahad Wani Research Scholar, Chakravarti Rajgopalachari Institute of Management, Barkatullah University, Bhopal

DOI:

https://doi.org/10.17010/ijom/2013/v43/i3/36368

Keywords:

Cloning, Celebrity, Double Role, Niche, Segment.

Abstract

Due to the presence of various niches in a large segment and to cater to the maximum possible audience within it, the concept of the multiple roles played by the same person in Indian cinema is being used with greater frequency in Indian advertisements. Clones serve the purpose of controlling advertisement costs and at the same time, target the segment and niches within it effectively.

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Published

2013-03-29

How to Cite

Banerji, A., Khan, M. I., & Wani, M. A. (2013). Cloning in Indian Advertisements: Getting Two for the Price of One?. Indian Journal of Marketing, 43(3), 24–32. https://doi.org/10.17010/ijom/2013/v43/i3/36368

Issue

Volume 43, Issue 3, March 2013

Section

Articles
Crossref
Scopus
Google Scholar
Europe PMC

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