REFERENCES

1.B. Vijayakumari, The effectiveness of advertising with reference to Television and

Print Media, Ph.D. Thesis, Madras University, December, 1999.

2.P. Akbarbatcha, Advertising industry with special reference to print Media, Ph.D

Thesis, Madurai Kamaraj University, August, 2001.

3.Jacob Goldenberg et al., How cross market communication can create a major slump

to sales,Journal of a Marketing, volume.66, No. 2, April 2002, p. 8.

4.K.S Sujit et al., Liberalization and Advertisement Intensity in Indian Public Limited

Companies. The ICFAI Journal of Marketing Management, Volume.2, No.3, August

2003, p.15.

5.Shreekumar. K. Nair, Emotional Intelligence and Consumer Reactions to Emotional

Advertisements: A conceptual Framework, The ICFAI Journal of Marketing

Management, Volume. I, No.2, August 2004,p.64.

6.Roli Seghal, Challenges Faced in Advertising of Services Use of Narratives, ICFAI

Journal of Service Marketing Volume. II, No. 3, September 2004,pp. 17-22.

7.Neeru Kapoor and et al., Childrens Understanding of TV Advertisements: Influence

of Age, Sex and Parents The Journal of Business Perspective Vol. 9, No. 1, January

March 2005, pp.35,36.

8.Andrew Cole, The Rise of Telemedia Titans, Advertising Express, July 2005, p.35.

9.T.Kalai Selvi, Advertisng: the wings of Tourism Industry Advertising Express, July

2005, p.43.
10. Amitjain et al., Distribution and Retailing Trends in Rural Markets, Indian Journal

of Marketing, Vol.XXV, No.6, September 2005, pp.11-15.

11. Judith A. Garretson et al., The Role of Spokes character as Advertisements and

Cues in Integrated Marketing Communications, Journal of Marketing, Volum.69,

No.4, October 2005,pp. 118 132.

12. Sukanya Ashokkumar, Comparative Advertising and Brand Equity, Advertising

Express, March 2005,p. 23.

13. Jacquelyn S. Thomas and et al., Managing Marketing Communication with Multi

Channel Customers, Journal of Marketing, Volume.69, No.4, October 2005,

pp.239-231.

14. Amit Kumar Sinha, Gender Difference among Adolescent as Influencers and

Impact of Communication in the Family purchase Decision, The ICFAI Journal of

Marketing Management, Volume. IV, No.4, Nov. 2005, pp.50-56.

15. Anand Thakur and et al, Rural Consumer an opportunity beyond saturated

Markets,The ICFAI Journal of Marketing Management, February 2006, p 33.

16. Philips Hans Franses et al., Estimating Confidence for Advertising Effect Duration

Intervals. Journal of advertising, Vol. 35, No.2, Summer 2006, pp. 07-15.

17. Cristel Antonia Russel et al., Consumers. characters, and products, Journal of

advertising, Vol. 35, No.1, Spring 2006, pp. 7-16.

18. Pamela Miles Homer, Relationship among advertisement-induced affect, beliefs

and attitudes, Jounal of advertising, Vol. 35, No.1, spring 2006, pp. 35-49.
19. Kavitha, A study on the effectiveness of the advertising techniques used in the

personal segment of women consumers, Indian Journal of Marketing, Vol. XXV,

No. 6, August 2006 pp. 32-36.

20. Dr. M. Dhanabajyam et al., Ethics in Advertisements and its impact, Indian

Journal of Marketing, Vol. XXV, No.6, August 2006, pp. 17-23.

21. Smita Sharma, Celebrity Endorsement, Indian Journal of Marketing, Vol.XXVII,

No.6, August 2006, p.11.

22. Mr. Carrie La Ferele et al., Product Placement, Journal of advertising, Vol. 35,

No. 4, Winter 2006, pp. 65-84.

23. Tine Faseur et al., Different positive feelings leading to different advertisement

evaluations Journal of advertising, Vol 35, No 4, Winter 2006, pp.129-138.

24. Daniel J. Howard and et al., Broadening the Scope of Reference Price Advertising

- A Field Study of Consumer Shopping involvement, Journal of Marketing, Vol. 70,

No.4, October -2006, pp. 185-204.

25. S. John Gabrief, The impact of Television advertisement on Youth, The ICFAI

Journal of Marketing Management, Vol. V, No. 3, November 2006, p.70.

26. Mr. Young Zhang and et al., Response to Humourous Advertisements, Journal of

Advertising Vol. 35, No.4, Winter2006, pp. 113-124.

27. T. Frank Sunil Justus et al, Surrogate Advertising The Positive side, Indian

Journal of Marketing, Vol. XXXVII, No.1, January 2007, pp. 30-31.

28. Swati Balaji, Designing a rural communication strategy, The total marketing

journal, Vol. 2, No.1, January 2007, p. 14.

29. Ms. Shanthi Naichappan, Most popular Advertisements. Indian Journal of

Marketing, Vol. XXXVII, No.3, March 2007, pp. 9-11.

30. Dr.C. Anamdan et al., A Study on brand preferences of washing soaps in rural

areas, Indian Journal of Marketing, Vol. XXXVII, No. 3. March 2007, pp. 30-37.

31. R.Rengith Kumar, An evaluation of television advertising of Masala powder in

Pollachi (Tamil Nadu), Indian Journal of Marketing, Vol. XXXVII, No. 4, April

2007, pp. 13-19.

32. Rajesh Shinde, Recent Facts of Consumer Behaviour: A Case of Rural Market,

Indian Journal of Marketing, Vol. XXXVII, No. 2, April 2007, pp. 24.

33. Kervin T. Shanahan et al., Truths Half- Truths, and Deception, Journal of

Advertising American Academy of Advertising, Vol.36, No. 2, Summer 2007,

pp. 33-46.

34. Lynne Eagle, Commercial Media Literacy Jounal of advertising, Vol. 36, No. 2

Summer 2007, pp. 101-107.

35. Ashish Points, TV Scrolling Advertising Services at Doordharshan, Vol. 11. No.2,

June 2007, pp. 65-70

36. Dr. Karumesh Saxena et al., An empirical study of compatibility of advertising

channels and product categories, Indian Journal of Marketing, Vol. XXXVII, No.7,

July 2007, pp. 3-07.

37. Swetha Tanwar, Ambient media advertising: a new era of creativity, Indian

Journal of Marketing, Vol. XXXVII, No.7, July 2007, pp. 23-27.

38. Dr. Sabita Mahapatra, Impact of Emotive Advertisements, Indian Journal of

Marketing, Vol. XXXVII, No. 7, July 2007, pp. 26-29.

39. Mais Sukkar,et al., Advertising in the Middle East: Exploring the impact West,

Indian Journal of Marketing, Vol. XXXVII, No.8, August 2007, pp. 3-9.

40. Bhawna Garg, Rural Marketing Study of consumer behaviour with reference to

hair oil, Indian Journal of marketing, Vol. XXXVII, No. 8, August 2007, pp. 22-24.

41. Sudas Roy et al., Psychographics and its Effect on Purchase Frequency A Study

of the college-goers of Kolkata, India, Decision, Vol. 34, No. 1, January June

2007, pp. 63-93.

42. Kim-Shyam Fam et al., A Study of Liked/Disliked Television Commercials in

India, Indian Journal of Marketing, Volume. XXXVIII, No. 2, February 2008,

pp. 3-10.

43. Julian Villanueva et al., The Impact of Marketing- Induced versus Word-of-Mouth

Customer Acquisition on Customer Equity Growth, Journal of Marketing Research,

Volume. XLV, No.1, February 2008, pp. 48-58.

44. Dr.Rashmiprakash, The role of women in advertisement, Indian Journal of

Marketing, Volume. XXXVIII, No. 3, March 2008, pp. 3-6.

45. Peter. J. Danaher et al., The effect of competitive advertising interference on sales

for package goods, Journal of marketing research, Volume. XLV, No. 2, April 2008,

pp.211-224.

46. Kunal Gaurav, International Advertising Strategy: Standardization or Adoption?

Indian Journal of Marketing, Volume.XXXVII, No. 7, July 2008, pp. 8-13.

47. Manish Mital, TV viewing behaviour among Indian Kids, Indian Journal of

Marketing, Volume XXXVIII, No. 8, August 2008, pp. 22-26.

48. Dr. Sachin S. Vernekar et al., Kids means Business Marketers Beware! A market

survey on impact of advertisements on Indian Kids, Indian Journal of Marketing,

Volume. XXXVIII, No. 8, August 2008, pp. 22-26.

49. Janne Noriega et al., Advertising to Bilinguals: Does the Language of Advertising

influence the Nature of Thought? Journal of Marketing, Volume. 72, No.5,

September 2008. pp. 69-83.

50. Anil Chandhok et al., Creativity a strategy to Successful Advertising, Advertising

a press, Vol. VIII, No. 11, November 2008, pp. 21-23.