INDO- AFGHAN RELATIONS A HISTORICAL ANALYSIS

India always had cordial ties with Afghanistan except for the four years of the Taliban rule. September 11 replaced the planet's political and security structure and gave India a chance to enter Afghanistan. Afghanistan's strategic position attracts the global community and it is a gateway to energy-rich CARs. New Delhi's interest in Afghanistan is quite realistic. After the end of the Taliban government in 2001, India increased its influence in Kabul, attended the Bonn Conference, and pledged to support Afghan people in the rehabilitation process. New Delhi enjoyed cordial ties with democratically elected regimes in Afghanistan and promoted its relations with Tehran to protect its objectives in Kabul to contain Islamabad. India has infused a lot of money in several projects in Afghanistan to increase its impact in Afghanistan. The global community thinks India is effective advertising in Southern Asia, but Pakistan believes New Dehli's foot in Kabul threatens its security. Islamabad stresses New Delhi must support Afghan nationals and avoid working against Pakistan from Afghan soil. Afghanistan has been suffering from war for the last two decades. This paper highlights the historical ties between India and Afghanistan

The Impact of Emotional Advertising on Consumer Buying Behavior for Apparel Products in Gujranwala

The purpose of the study was to determine the impact of emotional advertising on customer purchasing behaviour. High-end items, particularly garment companies, are the focus of research. It also intends to investigate the most effective advertising appeal for influencing customer purchase decisions. The question mark-based survey was done with a sample size of 150 respondents, and their reactions to various attractions such as love, joy, and excitement were recorded. Hypothetical models have been validated through the use of hypothetical analysis and structural equation modelling (SEM). The findings demonstrate that pleasant emotions such as love, laughter, and happiness have a beneficial influence on customer purchasing intentions. This study supports the favourable relationship between emotional advertising and consumer purchasing behaviour when it comes to clothing companies.

Emotional Cues’ Effects on Grotesque Advertising

A growing literature is examining the potential of grotesque advertising. The aim of this study is to examine whether curiosity or boredom cues in a grotesque advertisement are more effective at enhancing brand attitude and how this effect is moderated by consumers’ construal level. Across three experimental studies, this research shows that a curiosity cue will be more effective among consumers with a high construal level, whereas a boredom cue will be more effective among consumers with a low construal level (Study 1 and an ancillary study, Study 2). Further, perceived fit (based on construal level) mediates these effects (Study 2). This study thus offers a fresh theoretical viewpoint on the efficacy of emotional advertising cues in enhancing consumer evaluations of grotesque advertising by investigating the moderating role of consumers’ construal level. These findings benefit marketers in developing effective advertising strategies featuring grotesque imagery.

Types of Advertising Strategies on Social Media: on the Example of the Construction Sector of Kyrgyzstan

Any manufacturing company is aimed at selling its products, providing services, increasing production and making a profit. However, in order to retain regular customers, maintain competitiveness and achieve new heights in the market, it is necessary to constantly improve the quality of goods or services, to expand the circle of consumers. Consequently, for the formation of the company’s image in the minds of consumers, it is necessary to organize an effective advertising activity. Advertising is a creative process that requires very careful organization. With the advent of the Internet, it became possible to distribute advertising not only in the media, but also in social networks, since the latter became the only platform for the exchange of information. That is why construction companies of Kyrgyzstan using the example of Royal Construction are considered in this article from the point of view of their activities in social networks. The study analyzed the materials published by the aforementioned company on its Instagram page from May 3 to May 16, 2020.

Gender stereotyping and retro-sexism in advertising discourse from a postfeminist perspective

Negative female stereotypes and the portrayal of women in traditional and non-agentive social roles prevail in advertising. Advertisers believe that it is an effective advertising strategy to misuse postfeminist standpoints, stressing liberated womanhood and constructing a universe where women have gained it all and men have to reconquer their lost ground. This article analyses the appropriation of postfeminist discourse with the aim of showing how negative and even demeaning female stereotypes and clichés are represented, and by doing so, how a retro-sexist imagery is constructed within the advertising discourse. Undertaking a case study analysis of an advertising campaign of the brand IWC, a luxury brand for watches, and applying a feminist critical discourse perspective (Lazar, 2005, 2007), which shows the gender asymmetries in discourse, it is argued that advertising perpetuates misbeliefs about women’s roles in society and reinforces demeaning female stereotypes in the collective imaginary about the understanding of gender equality.

The Importance and Influence of Destination Advertising

The tourism industry has become a kingpin industry worldwide. The high proportion of individual travel demonstrates the need for effective advertising. In particular, there is a need to focus not so much on what motivates people to travel, but rather to influence their choice of destination. Tourism advertising, especially destination advertising, an under-investigated field of research, seems to play a significant role in influencing consumers such as future tourists. This paper explores the question of whether Hungarian university students are influenced by destination advertising when choosing their destinations. Using a questionnaire (N=125), this study examines the question of which advertising elements have the most significant impact on the students. Furthermore, the paper aims to find answers to these questions: How influential are media channels within the context of destination choice? Is it the language or the image which plays a crucial role in the transmission of the advertisement’s message? What might be the essential elements in the actual language used in destination advertising? The research will shed light on which particular linguistic devices increase the impact of the advertisements and which of these devices can be adapted to the Hungarian context.

Economic and legal basis of advertising management under current conditions

The study is devoted to the economic and legal basis of advertising management under current conditions. The concept of managing advertising activities that requires informal approaches to work using the experience of employees of production departments of the company, marketing services, and managers is defined. The necessity of using methods of decision support with the use of mathematical models and methods and means of information management is established. The combination of scientific methods and experience of experts allows effective advertising management. Advertising must be fair and reliable; therefore, unfair and unreliable advertising that does not comply with the requirements of the law is considered inappropriate. Another issue of the advertising business is the embedded advertising and advertising of products that are limited to advertising.

Marketing a startup targeting millennial travellers

Millennial generation travellers have different behaviors towards advertisements. The purpose of this project is to focus on answering the thesis question: do image-based advertisements including human figure gain more attraction than image-based advertisements that includes graphical, colorful content? For this research, we will create a startup focused on serving millennial travellers. Then, we will conduct a comparison between classic, combined, and graphic advertising styles, using differently created images. The goal of this comparative study is to understand the most effective advertising strategy for a startup geared toward millennial travellers. We tested these advertising strategies on millennial travellers visiting Toronto or currently living in Toronto. Our hypothesis was that millennial travellers will be more interested in an image-based advertisement including humans or human face within travel and tourism advertisements. The results showed that millennial travellers are more interested in an image-based advertisement including humans or human face.

Marketing a startup targeting millennial travellers

Millennial generation travellers have different behaviors towards advertisements. The purpose of this project is to focus on answering the thesis question: do image-based advertisements including human figure gain more attraction than image-based advertisements that includes graphical, colorful content? For this research, we will create a startup focused on serving millennial travellers. Then, we will conduct a comparison between classic, combined, and graphic advertising styles, using differently created images. The goal of this comparative study is to understand the most effective advertising strategy for a startup geared toward millennial travellers. We tested these advertising strategies on millennial travellers visiting Toronto or currently living in Toronto. Our hypothesis was that millennial travellers will be more interested in an image-based advertisement including humans or human face within travel and tourism advertisements. The results showed that millennial travellers are more interested in an image-based advertisement including humans or human face.