Advertisements are the most powerful means for communicating the marketing message to the target audience. The presence of likeable attributes in ads has profound effect on the mindset of the audience and results in creating a positive image about the ads and consequently, the brands. This article focuses on understanding and using likeability in television commercials.

The purpose of this paper is to highlight the importance of the supply side risk assessment in the supply chain and present a framework for measurement. Managing supply chain is very difficult, since various sources of uncertainty and complex interrelationships between various entities exist in the supply chain. There has been a growing emphasis in business on outsourcing activities. The decision to outsource, however, has inherent risk. It becomes imperative to understand the characteristics of supply chain risks. A literature review was conducted on key risk assessment models in supply chain and measurement issues. Various dimensions of supply chain risk were explored. This was followed by exploratory interviews at different levels. Based on the insights gained through them, a conceptual model for assessment of supply side risk is presented. This paper advocates a fuzzy decision methodology that provides for an alternative framework to handle supply chain uncertainty, while there is a lack of certainty in data or even lack of available historical data. The assessment of risk in supply side in the supply chain is an attempt to address the relatively less explored area. The framework will be beneficial to researchers and practicing managers in identification of risk parameters and improvement of reliability in the supply chain. This paper explores research in the less explored area and offers practical help to researchers and practitioners in providing a direction for reducing uncertainty in the supply chain.

Risk management is emerging as an important contributor to most fields of management decision and control. The nature and evolution of the contribution of risk management to the supply chain management field is evaluated by Brindley (2004) who suggests that global competition, technological change and the continuous strife for competitive advantage are the motives behind organizations turning towards risk management approaches. This paper treats supply chain risk management as a way of supporting the achievement of supply chain management objectives. In this sense, risk management is "an integral part of supply chain management" (Christopher and Lee, 2004). This paper is an attempt to understand the characteristics of inbound supply that affect managerial perception of supply risk and to create a classification of the risk sources. By understanding the characteristics of supply risk, the supply chain professional can implement strategies for better managing that risk. The objective of this paper is to highlight the different supply-related risks as perceived by supply chain professionals and present a modeling framework for identification and mitigation of supply-related risk.

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