Papers by Nazish H Khan
Journal of Advanced Research in Journalism and Mass Communication, 2016
In the words of Sigmund Freud “Humans are born screaming for attention”. It seems that competitio... more In the words of Sigmund Freud “Humans are born screaming for attention”. It seems that competition is also an inevitable consequence of this basic human instinct. At every stage in life, success is often measured by how we equip ourselves to cope up with competition and one such area where we cannot deny its existence is undoubtedly ‘advertising’. Advertising is, after all, merely a reflection of human behavior. Therefore, to counter competition and to show oneself as the best, marketers often resort to ‘comparative advertising’.
Due to the newness of comparative advertising as an advertising strategy, there has been sparse academic discussion and research finding, especially in India. The area of comparative advertising in India and its regulatory aspect has largely been left unexplored. This paper presents the background on comparative advertising and explores the current status of comparative advertising in India along with its self-regulatory framework. As the global marketplace is becoming increasingly crowded, the global advertising scenario with respect to comparative advertising is also analysed. This study is conceptual in nature and mainly uses secondary sources. The sources used in this study include books, research articles, newspapers, internet sources, related works and other documents.
Book Reviews by Nazish H Khan
Communication Today, 2016
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Papers by Nazish H Khan
Due to the newness of comparative advertising as an advertising strategy, there has been sparse academic discussion and research finding, especially in India. The area of comparative advertising in India and its regulatory aspect has largely been left unexplored. This paper presents the background on comparative advertising and explores the current status of comparative advertising in India along with its self-regulatory framework. As the global marketplace is becoming increasingly crowded, the global advertising scenario with respect to comparative advertising is also analysed. This study is conceptual in nature and mainly uses secondary sources. The sources used in this study include books, research articles, newspapers, internet sources, related works and other documents.
Book Reviews by Nazish H Khan
Due to the newness of comparative advertising as an advertising strategy, there has been sparse academic discussion and research finding, especially in India. The area of comparative advertising in India and its regulatory aspect has largely been left unexplored. This paper presents the background on comparative advertising and explores the current status of comparative advertising in India along with its self-regulatory framework. As the global marketplace is becoming increasingly crowded, the global advertising scenario with respect to comparative advertising is also analysed. This study is conceptual in nature and mainly uses secondary sources. The sources used in this study include books, research articles, newspapers, internet sources, related works and other documents.