The spiral of silence and journalists' outspokenness on Twitter |
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| Authors: | Padmini Patwardhan Hemant Patwardhan |
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| Institution: | 1. Department of Mass Communication , Winthrop University , Rock Hill, USA;2. College of Business , Winthrop University , Rock Hill, USA |
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| Abstract: | This study examined views on the practice of account planning among advertising professionals in India. Three research questions were proposed to investigate perceptions of planning's growth in this emerging global hotspot, practitioner beliefs about planning, as well as opinions of coercive, mimetic and normative pressures in its development. A cross-sectional survey (n=154) across all key agency areas was conducted. Results indicate that (1) planning is seen as a growing practice in Indian advertising, (2) overall beliefs about account planning are highly positive, and (3) environmental (external) pressures impact planning in India though not all are considered equally important. Future research directions are proposed. |
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| Keywords: | account planning ad agency advertising India |
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