The Halo effect.

To obtain insights into how advertising works, it is important to appreciate the factors influencing its action on the public.

The Halo Effect

Anumita Sharma Pathfinders: India, AMER World Research Ltd, Cyprus; and Sanjaya Shunglu, Pathfinders: India, Penn State University, United States

1.0 BACKGROUND

About a third of India's 972 million population belongs to the lower middle class + income group. Of this, less than 10% (who are the elite) read English language publications.

The FMCG category studied for this project was lipsticks. The penetration of lipsticks in India is approximately 33% only, primarily among the lower middle class to upper class urban women.

Most of the lipsticks used are local brands with the...

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