... contribution by the researchers specially on high and low-involvement product categories. © Emerald Group Publishing Limited 2015 India Youth Advertising and marketing With the increasing competition, comparative advertising has gained much needed attention from academicians...

... such as working children and at – risk youth. Findings The study finds that the young people market has been rarely researched in the MF sector. Children and youth like many other groups face a host of issues especially unemployed and poor ones. Program design has often focused on social interventions...