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Browsing by Author Padmini Patwardhan

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  • Does planning make perfect? How advertising practitioners in India perceive account planning

    • Authors: Padmini Patwardhan; Hemant Patwardhan; Falguni Vasavada-Oza (2011)

  • 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. Fu...
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  • One region, two worlds? Cultural values in Chinese and Indian TV commercials

    • Authors: Hong Cheng; Padmini Patwardhan (2010)

  • Major cultural values in Chinese and Indian TV commercials were identified in this content analysis. Commercials in both countries were found emphasizing modernity over tradition as a dominant value. Chinese commercials used more traditional values while Indian commercials reflected a more Western value orientation. Foreign brands used modernity more frequently than domestic brands. Foreign brands of Eastern origin used modernity even more often than those of Western origin. Product category emerged as the most important variable affecting cultural values in both countries’ commercials. While contributing to international advertising research, this study provides implications for inte...