APPENDIX - I

BLOCK - I GENERAL INFORMATION OF THE RESPONDENT

1.1. Area code: 1 category code: (1 1 .J.Name of the Household: - 1.4. Sex: ~ a l a ~ e r n a l e o

1.5 Marital status (Use codes) r) L I

1.6. Age:

1.7.Educational Qual~fications:

la. Occupation: 1- 1.9. Nature of Occupation: (Use t~ck marks)

Permanent 11 Temporary E3 1 I P I a of R e : - - -1 1.11. Monthly Income (in Rs.) C- -

BLOCK -11

OPINION OF RESPONDENTS REGARDING COMMERCIAL ADVERTISEMENTS

2.1. Are you an observer of Commercial Advertisement? n I u Yes

2.2.lf the answer is Yes, mention the media in which you observe advertisements quite

Frequently

l News Paper /Periodicals - ] Hoardings

I] Sign Boards All Media

2.3. If the Media is Newspaper/Periodical. mention the locatim of the Adverlisement in

the News Paper /Periodical which draws your attention significantly

a Front-page ] Middle pages

2.4. If the Media is T.V, mention the time slot of the Advertisement in the T.V, which drews your

Attention significantly

(Morning (10 am) [ Day time (loam -4.30~~1) u Early fringe(4.30~111- 8 pm)

[I Prime Time (8-1 1 p m ) [ I Late News (1 1-1 1.30 pm) 0 Late Fringe (ll.30prn- I am)

2.5. What factor influences you to observe an advertisement?

Theme E] Technical sophistication 0 Catchy words

Sense of humour 0 ContextslLocations 0 Way of presentation

Free offers c] ActorslAdr- 0 Duration of the advertisement

n Natural beauty E] Memorable events of 0 Others (specify) the past

2.6. Have you ever been influenced by the models in the advertisement?

Yes No

2.7.lf the answer is Yes, Which models appearing in advertisement influence you signifwntly?

a Babies EI1] Film stars I T.V. artists Sport stars [x Religious leade $11 Others (specify) ... ......

2.8. Is there any influence of religion on the advertisement of products?

yes No

2.9. If the answer is Yes, mention the typeofproduds, which have religious influence on consumers.

0 Food products Beverages Cosmetics

Health and hygiene Products 0 Products used for religiouslcemmonial

Occasions

2.10. Do you think that advertisements appearing in T.V. are undersbndaMe to majority of the

common mole?

2.1 1. What isyour opinion regarding the modem advertisements appearing in T.V.? ' '

Nn Opinion Rank

2.12. Do you feel that modem advertisements are tilled with sexual scenes ?

0 yes NO

2.13. If the answer is Yes, Mention the category of advertisements tilled with obscene events.

7-1 L- 1

2.14. Do you feel that some advertisements create a sort of nostalgia?

Yes

2.15. If the answer is Yes, Mention the category of advertisements creating nostalgia. r - I

I______ 2.16. Do you think that advertisements affect the moral values in life a Y= NO

If the answer is Yes. Mention the category of advertisements seen in T.V. and other media that affect the moral values of life?

1 Which category of advertisement you prefer to see frequently?

2.19 Do you th~nk that the viewers of advertisement in the media should be well inform4

about the after effects 1 s~de effects on the over consumption of the advertised products?

0 Highly Essential 0 Essential 0 Non Essential

2.20 Have you ever been deceived through advertisements?

U yes O NO

2.21 If the answer is Yes, mention the media through which you got deceived

Radio News paper I Periodicals

Hoardings Others (specify) ...... .......

2.22 Mentlon the type of advertised roducts / servlces in whichyougot deceived? - -. .-

- i%oduc ts , . -. . . - . - / . services - - . -. . . '-==cia1 . - Loss (Rs.) 1

BLOCK - Ill OPINION OF RESPONDENTS REGARDING COMMERCIAL ADVERTISEMENTS

OF TOILET SOAPS

3.1 Which media influence ou to purchase toilet soaps?

News paper d Magazine I Journals ~ o a r d i n ~ s o T.V Radio

3.2. When did you get the motivation to buy a particular brand of toilet soap?

On seeing the advertisement Incentives offered by dealers

Understanding the proven quality of the soap Seeing the attractiveness the

n Low price of the soap

wrapper of the soap

Attractive smell of the soap

3.3. Who is the influencing person to purchase a parbcular brand of toilet soap?

Husbandhife Fatherlrnother q Children

U Dealer 0 Friends Co-workers

e you ever about toilet soaps?

3.5. If the answer is yes, did you compare the quality of products with the quality as highlighted

in the advertisement? u yes U

3.6. If the answer is yes, what 1s your opinion regarding the quality when compared to what

has been advertised?

0 Verygood Good Satisfactory Poor Very poor

3.7. From where do you often purchase toilet soa~s?

Super market n Margin free market Maveli store

[I novisionai store [I stationery stores

3.8. What factor influences you in selecting a place of purchase?

Best quality Convenience

u Personal contact with retailers [? Availability of s e l e c t i o n Credit facilities -

3.9 Are you a regular purchaser of toilet soap fmm a particular shop?

n yes o NO

3.10 What is the frequency of your purchase?

U Once in a week Beginning of month a Once in two months

a Once in three months 0 Occasional

3.1 1 When did you prefer advert~sements to be shown?

0 ~efore the programmeu During the programme After the programme

3.12 Which part of advertisement influenced you to purchase a particular brand of toilet soap?

a Action of models E-] - Songs a Sceneries 5 Cartoons

C7 Comedies Cr] Reminiscences of the past

0 Highlighting of the natural ingredients

C7 Highlighting of hygiene consciousness

3.13 What is your opinion about the existing style of Advertisement?

[7 Excellent Gwd Satisfactory q Poor 0 Very poor -

3.14 Which type of Advertisement you prefer most to be exhibited in case of toilet soaps? n Sceneries Product ingredients Artistic

Sexual Old songs

[r] Modem songs u Sports stars Film Stars Model girls I beauties - U Medicinal plants

3.15 What is your opinion about the honest ness of Advertisement?

C7 Very high 0 High A v e r a g a L a Very low

3.16 Are you a regular brand of toilet soap?

3.17 If the answer is yes, what is the reason for purchase of same brand of toilet soaps?

0 Rich lather Pleasant perfume Retention of fragrance

0 L o n g p e of u 0 Attractive price Therapeutic value

0 Non allergic nature Pleasant body odour 3.18 Which type of toilet soapsdo you prefer? . .

n Medicated toilet soaps 0 Multi purpose toilet soaps

0 General purposes toilet soaps n Glyceroid toilet soaps

of et soap do you p r e u o s t ?

100 gm 150 gm

3.20 Advertisement for which of the following soaps impressed you most?

'3 LM ufebouy pears Hamam Rexona

Denim / Godrej C] ~ v e r ~

D Dettol Cinthol n Nirma Iedirnix Mysore Sandal

U ~ e e v a Chandrika Lexus Radhas Santhoor

U Neem Linl Palmolive Johnson's Baby , Gladis Others (Specify): . . . . . . ... .. . ... ... ... . . . . . . .. . ... ... ..

3.21 Did you face any problem associated with the advertisement and consequent purchase of

toilet soaps?

3.22 In your opinion wh~ch type of TV advertisement is more effective in the case of toilet soaps? ' Those shoving description regarding the ingredients, both natural and synthetic, used

0 Those showing description regarding the side effeds and precautionary measures to be

0 taken Those showing details regarding the Date of manufacture and date of expiry

Those showing pricels of prcductls along with the advertisement.

3.23 Which of the following values of advertisement has attracted you more in the case of

toilet soaps ?

[7 Attention value 0 Suggestive value a Sentimental value

n Educative value Conviction value Memorizing value

0 Instinctive value

3.24 What are your suggestions for a consumer-oriented advertisement with respect to

toilet soaps ? - -

____?

BLOCK - IV

OPINION OF RESPONDENTS REGARDING COMMERCIAL ADVERTISEMENTS OF

DETERGENTS

4.1 Which media influence you to purchase detergents?

News paper 0 Magazine I Journals 0 t i oa rd ingso T V Radio

4.2 When did you get the motivation to buy a particular brand of detergent?

On seeing the advertisement 0 Incentives offered by dealers

I3 Understanding the proven quality of the detergent Seeing the attractivenesthe

wrapper of the detergent

LOW price of the soap Attractive smell of the detergent

4.3 Who is the influencing person to purchase a particular brand of detergent?

0 Husbandhife a Fatherlmother a Children

0 Dealer 0 Friends 0 Cmwrkers

4.4 Have you ever about detergents?

Yes

4.5 If the answer is yes, did you compare the quality of products with the qualtiy as highlighted

in the advertisement?

C] yes CI NO

4.6 If the answer is yes, what is your opinion regarding the quality when compared to what

has been advertised?

0 Very good= Good El Satisfactory I Poor a Very poor

4.7 From where do you often urchase detergents?

0 Super market 0 Margirt free market C] Maveli store

Provisional store n Stationery Stores

4.8 What factor influences you in selecting a place of purchase?

C] LOW price n ~ e s t quality Personal contact with retailers

Convenience Availability of selection 0 Credit facilities

4.9 Are you a regular purchaser of detergents from a particular shop?

0 Yes E l No

4.10 What is the frequency of your purchase?

0 Once in a week a Beginning of month 0 Once in hnro months

Once in three mont)O Occasional

4.11 When did you prefer advertisements to be shown?

Before the programmen During the programme I After the programme

4.12 Which part of advertisement influence you purchase a particular brand of detergents?

Action of models Songs Sceneries

cartoons a Comedies Reminiscences of the past

Highlighting of the natural ingredients 0 Highlighting of hygiene consciousness

4.13 What is your opinion about the existing style of Advertisement

0 Excellent 0 Good [x Satisfactory 0 Poor 0 Very poor

4.14 Which type of Advertisement you prefer most in case of detergents?

C] sceneries 0 Product ingredients Artistic Sexual

0 old songs U Modem songs 0 Sports s t a r 0 Film Stars

C] Model girls I beautie 0 Medicinal plants

4.15 What is your opinion about the honesty of Advertisement?

n Very high n H~gh rl Average LOW very low U U U U U

4.16 Are you a regular purchaser of same brand of detergents?

0 Yes 0 No

4.17 If the answer is yes, what is the reason for purchase of same brand of detergent?

0 Rich lather 0 Pleasant perfume 0 Retention of fragrance

0 Longer period of u- Attractive price Therapeutic value

0 Non allergic nature

4.18 Which category of detergent do you prefer most?

C] 500 gm 0 lkg. [-I - 1.5kg. 3kg. 4kg,

4.19 Advertisement for which of the following detergents impressed you most ?

Henko Wheel [I] Ariel Surf Sunlight

U Ms Mary Rin i-J Mr.White Nirrna

Stadite Tide r] - Others (S, m... ...... 4.20 Did you face any problem associated with the advertisement and consequent purchase

Non removal of dirt fron Excessive use of chemicals/&

4.21 In your opinion which type of adverti is

of detergents?

= Those showing description regarding the ingredients, both natural and synthetic, used

0 Those showing description regarding the side effects and precautionery measures to be

taken

0 Those showing Priceis of produws along with the advertisement.

=Those showing the method of use of product, including the quantity to be used

Rank ...... ~ ~~ ~-

SI. NO.

1 2 1 3 4 5

~

Problems ~ . .- ~ ~~~~

Itching of skin -. Parching of skin -. -- . - -- .~~ ~. Fading of the colour of clothes Damages to clothes - - Burning sensations Excessive consumption of detergents than the recommended quantity in the

4.22 Which of the following values of advertisement has attracted you more in the case of

detergents?

0 Attention value [=I Suggestive value ( Educative value

Conviction v a l u a Sentimental value 0 Memorizing value

CZ] Instinctive value

4.23 What are your suggestions for a consumer-oriented advertisement with respect

detergents?

Suggestions: r BLOCK - V

OPINION OF RESPONDENTS REGARDING COMMERCIAL ADVERTISEMENTS OF

TOOTH PASTE

5.1 Which media influence you to purchase tooth paste?

~ e w s paper 0 Magazine l Journals 0 Hoardings

T.V 0 Radio

5.2 When did you get the motivation to buy a particular brand of tooth paste?

0 On seeing the advertisement[l] Incentives offered by dealers

0 Understanding the proven quality of the tooth paste

0 Seeing the attractiveness the package of tooth paste

0 Low price of the toothpaste a Attractive colour of the tooth paste

5.3 Who is the influecning person to purchase a particular brand of toothpaste?

[7 Husbandhife Fatherlrmher ~ h i l d e m o Dentist

Dealer Friends Co-workers

5.4 Have you ever observed advertisement about toothpastes?

5.5 If the answer is yes, did you compare the quality of products with the qualtiy as highlighted

in the advertisement? 0 Yes No

5.6 If the answer is yes, what is your openion regarding the quality when compared to what has

been advertised?

Very good ~ m d Satisfactory ] P m Very poor

5.7 From where do you often purchase toothpaste?

Super market 0 Margin free market Maveli store

Provisional store U Medical shop Stationery Stores

5.8 What factor influences you in selecting a place of purchase?

LOW price r: Best quality Convenience

Availability of selection U Credit facilitites Penonal contact with the retailer

5.9 Are ou a regular purchaser of tooth paste from a particular shop?

Yes No

5.10 What is the frequency of your purchase?

Fortnightly a Monthly Bimonthly

Quarterly [I ~ccasional

5.1 1 When did you prefer advertisements of toothpastes to be shown?

0 Before the programme During the programme After the programme

5.12Which part of advertisement influence you purchase a particular brand of toothpaste?

0 Action of models 0 Highlighting of the natural ingredients

a Songs 0 Highlighting of hygiene consciousness

Sceneries a Highlighting of beautiful teeth 8 smile

a Cartoons a Highlighting a feeling of protection of teeth

0 Comedies 0 Reminding of spurious family and friendly relations due to bad breath

0 Realistic life styles

5.13 What is your opinion about th existing style of Advertisement of toothpastes?

0 Excellent 0 Good C] Satisfactory Poor 0 Very poor

5.14 Which type of Advertisement you prefer most in case of toothpastes?

Sceneries [Zl Product ingredients Artistic u ~ e x u a l Old songs

Modern songs Model girls /Beauties Sports stars Film Stan

Medicinal plants

5.15 What is your opinion about the hqnest ness of Advertisement in the case of toothpastes? 0 Very high 0 High 0 Average a Low 0 Very low

5.16 Are you a regular user of same brand of toothpaste?

0 yes U NO

5.17 If the answer is yes, what is the reason beh~nd the use of same brand of toothpaste?

Seeking of Fresh breath E] Dental health consciousness

0 Calcium protection [I] Small quantity 1s needed

Attractive prtce [I] Therapeut~c value

0 Non allergic nature El Avoidance of foul odour for longer per~ods

5.18 Which type of toothpastes do you prefer? u Vegetarian E] Ayurvedic General purpose

0 Special purpose Gel hlpe

5.19 Which category of tooth paste do you prefer most?

Cr] Travel pack CX 25gm Cr] 50gm 0 u 75 gm

100 gm El 150gm 0 Family pack

5.20 Advertisement for which of the following toothpaste impressed you most?

Colgate Close up [x Nleswake Anchor

0 Neem Dabur [I] Babool 0 Pepsodent Forhans - - U Promise U Vicco

5.21 Did you face any problem associated with the advertisement and cosequent purchase of

toothpastes?

~~ - - ~- - -~

~~~

~ ~

5.22 Given a choice what colour would you prefer in the case of tooth paste ?

Red n Pink [I] Yellow 0 White

Green 0 Others (specify). ........ .. . . ... . . ....

5 . 2 3 a o u r opinion which type of N advertisement is more effective in the case of toothpastes?

U Those showing description regarding the ingredients, both natural and synthetic, used

0 Those showing description regarding the side effects and precautionery measures to be a taken Those showing details regarding the Date of manufacture and Date of expiry

0 Those showing Pricds of productls along with the advertisement.

58. Rolland, S. Hall, "Theory and Practice of Advertising', McGraw Hill, h pw

Delhi.

59. Rust, R.T.. 'Advertising Media Models', Super Book House, Bombay.

GO.Sampson, Henry (1930), 'History of Advertsiement', Chatto & Windus,

London.

GI.Sandage, C.H., Fsyburger, V., Rotzall, K. and Irwin, R.D. (1987),

'Advertising Theory and Practice', Inc., Homewood, Illinois.

62.Santakki8 C.N (2001), 'Advertising', Kalyani Publishers, New Delhi.

63.Sawyer, H.G., Business-to-Business Advertising, Super Book House,

Bombay.

64.Schultz D.E. and Tannenbaum $.I., Essentials of Advertising Strategy,

Super Book House, Bombay.

65.Sen, Gupta and Subroto (1991), 'Brand Positioning: Strategies for

Competitive Advantage', Tata Mc Grow Hill, New Delhi.

66.Singh and Tandon, K.K.. 'Advertising with Special Reference to India',

Kalyani Publishers, New Delhi.

67. Sissors, Jack, Z and Burnba, Lincoin, 'Advertising Media Planning', Super

Book House, Bombay.

68.Sontakki, C.N (2001), 'Advertising', Kalyani Publishers, New Delhi.

69.Stanton, W., Etzel, M., and Walker, B.J. (1994), 'Fundamentals of the

Marketing', McGraw Hill, International Edition.

70.Station, William J. (1994), 'Fundamentals of Marketing', Tata McGraw Hill,

New Delhi.

71.Subbi, Reddy, T., 'Advertising and Sales Promotion', S. Chand a n j Co.

Ltd., Ram Nagar, New Delhi.

72.Sutherland, Max (1997), 'Advrtising and the Mind of the Customer', Allen

and Unwin, Bombay.

73.Taplin, Walter (1960), 'Advertising: A New Approach', Little Brown and

Co., Boston.

74.Thorson, Esther (1992), 'Advertising Age - The Principles of Advertising at

Work', Chicago,

75.Varma, M.M. and A g a ~ a l , R.K., 'Marketing Management', Forward Book

Depot, New Delhi.

76.Varshney, R.L. and Gupta, S.L., 'Marketing Management', Sultan Chand &

Sons, New Delhi,,

77.Vilanilam, J.V, Advertising', Kerala Bhasha Institute. Thiruvananthapuram.

78.Wells, 6 , Burnett, J and Moriarth, S, 'Advertising', Super Book House.

Bombay.

79.Wolseley and Campbell, L.R., 'Exploring Journalism', Prentice Hall of

India, New Delhi.

80.Wright, John, S, Warner. Daniel, S, Winter, William, L. and Zeigler

Sharilan, K (1985), 'Advertising', Tata McGraw Hill, New Delhi.

81.Young, James, H (1961). 'The Toadstool Millionaires', N.J. Princeton

University Press, Princeton.

REPORTS

1. American Association of Advertising Agencies (1918), New York.

2. Business Deepika Directory (Various Years).

3. Competition Review Pvt. Ltd., Year Book - 1992, Competition Success

Review, New Delhi.

4. General Listening Survey (1977-78) Audience Research Unit. All lndia

Radio.

5. Government of lndia, 'lndia -1995', Publication Division, Ministry of

information and Broadcastings, Government of lndia.

6. Government of lndia, 'lndia 1977-78', Publications Division, Ministry of

information and Broadcastings, Government of lndia.

7 . lndian Market Research Bureau and Operations Research Group,

'National Readership Survey', lndian Market Research Bureau and

Operations Research Group, Mumbai.

8. INES (Various Years).

9. INFA Publications (Various Years).

10. Sajeev, B. (1 991), 'A Study on Repositioning Medimix Ayurvedic Toilet

Soaps', M.Phil, Dissertation, Cochin University, Cochin, p. 87.

1 ?.The Hindu Survey of lndian Industry (Various Years).

12.The Advertising Standards Council of lndia, 'Annual Report'.

JOURNALS AND PERIODICALS

1. Aaker, D and Carman, J.M (1982), "Are You Over Advertising", Journal of

Advertising Research, Vol. 22, 1982, pp. 57-70.

2. Abraham, Koshy (1997), "Vision for Survival, Brand Equity, Strategic

Management", Economic Times, IIM Ahammedabad, March - April 1997,

p. 28.

3. Agarwal, D.P (1978), "Role of Advertising in Sales Promotion of Drugs in

India". Indian Journal of Marketing. September 1978, pp. 9 -1 I.

4. anon. (1995), India Today, Vol. XIX (6) , p. 188.

5. anon. (1895)), Nazrani Deepika, Malayalam Newspaper, September 20,

1895

6. anon. (1896), Nazrani Deepika, Malayalam Newspaper, January 10, 1896.

7. anon. (1904), Nazrani Deepika, Malayalam Newspaper, January 20, 1904

8. anon. (1905), NazraniOeepika, Malayalam Newspaper, May 17, 1905.

9. anon. (1909), Nazrani Deepika, Malayalam Newspaper, July 23, 1908and

July 6, 1909

10. anon. (1913), Nazrani Deepika, Malayalarn Newspaper, January 10, 1913

I I. anon. (1 91 6), Nazrani Deepika, Malayalam Newspaper, January 15, 191 5

and June 16,1916

12.anon. (1918), Nazrani Deepika, Malayalam Newspaper, January 25 &

July30, 1918, p.3.

13.anon. (1918), Nazrani Deepika, Malayalam Newspaper, January 25 &Jul

30, 1918

14. anon., Subothini, Malayalam Magazine, June,l919, pp. 6-8.

l5.anon. (1920), Nazrani Deepika, Malayalam Newspaper, Kottayam,

January 28,1920

16.anon. (1920), Senlice N.S.S, Malayalam Magazine, 1920, p.2.

17. anon. (1 921 ), Nazrarii Deepika, Malayalam Newspaper, Kottayam,

September 27,1921

18. anon. (1 922), Nazrani Deepika, Malayalam Newspaper, Kottayam,

December 28,1922.

19.anon. (1927), Nazrani Deepika, Malayalam Newspaper, Kottayam,

MarchlO, 1927.

20.anon. (1928), Jeevakarunyam, Malayalam Magazine, December,l928, pp.

3- 6.

2l.anon. (1928), Nazrarli Deepika, Malayalam Newspaper, Kottayam,

June8,1928.

22.anon. (1929), Nazrani Deepika, Malayalam Newspaper, Kottayarn, August

16, 1929.

23. anon. (1930), Nazrani Deepika, Malayalam Newspaper, Kottayam,

February 28,1930.

24. anon. (1930), Nazrani Deepika, Malayalam Newspaper, Kottayam,

March 3, 1930.

25.anon (1930), Nazrani Deepika, Malayalarn Newspaper, Kottayarn,

April 25.1930

26.anon. (1930), Nanani Deepika, Malayalarn Newspaper, Kottayarn,

April 28,1930.

27. anon. (1930), Nazrani Deepika, Malayalam Newspaper, Kottayarn,

May 15,1930.

28.anon. (1932), Nazrani Deepika, Malayalam Newspaper, Kottayam,

July 25,1932.

29.anon. (1932), Sarasan, Malayalarn Magazine, June 1932, p.15

30.anon. (1936), Nazrani Deepika, Malayalam Newspaper, Kottayarn,

December 8,1936

31.anon. (1942), Malayala Manorama, Malayalarn Newspaper,

January 1 1 .I 942

32. anon. (1 944), Mathrubhum;, Malayalarn Newspaper, Kozhikode,

November 15,1944

33. anon. (1 945), Chithodayam, Malayalam Magazine, December 30,1945,

Back page of the front cover.

34.anon. (1948), Naradan, Malayalarn Magazine, October,1948, p.6.

35.anon. (1950), Thoolika, Malayalam Short Story Magazine, November

1950, Back page.

36. anon. (1950). Deepika, Malayalarn Newspaper, February 11,1950.

37.anon. (1950). Malayala Mi3norama,Malayalarn Newspaper, April 10,1950.

38.anon. (1950), Vikadan, Malayalarn Magazine,July ,1950.

39. anon. (1 952), Deepika Malayalam Newsspaper, December, 1952 , vario~s

lssues.

40.anon. (1954), Sahodaran Malayalam Magazine, June-1954, pp.2-8.

41. anon. (1956), Sarojarn, Malayalam Magazine, December 1956.

42.anon. (1959). Sahodaran Malayalam Magazine. July 1959.

43.anon. (1975), Malayala Manorama, Malayalam Daily, 1975, (Various

Issues).

44.anon. (1975), Mathrubhumi, Malayalam Daily, 1975, (Various lssues).

45. anon. (1 977), Malayala Manorama, Malayalam Daily, 1977, (Various

Issues).

46.anon. (1977), Mathrubhumi, Malayalam Daily, 1977, (Various lssues).

47.anon. (1977, 1978), Eureka, Malayalam Science Magazine, Warious

Issues)

48.anon. (1977, 1978), Gulf Malayalee, Malayalam Science Magazine,

(Various lssues).

49.anon. (1991), 'Emerging Trends in Advertising & Marketing". Business

and Polifical observer, July 19, 1991.

50.anon. (1992), 'Year Book of Competition Success Review - 1992'

Competition Review Pvt. Ltd, New Delhi. p.718.

5l.anon. (1994, 1995), Malayala Manorama, Malayalam Daily.

52.anon. (1994, 1995), Mathrubhumi, Malayalam Daily.

53.anon. (1997) "Televisior~", India Today, Malayalam Magazine, May 21-

June 5, 1997,pp 41-42

54. anon. (1 9981, "Budgelt Kuravum, Guna - Menmayum", Dhanam, Indust, ial

and Comercia1 Bi- weekly (Mal.). February 28, 1998.

55.anon. (1999), "Parasya Agencikal Puthiya Meghalakal Thedunnu"

Dhanam, lndustrial and Comercial Bi- weekly (Mal.), February 15 - 28,

1999, PP. 15 - 16.

56.anon. (1999), "Keralathile Parsya Agnecikalude Prsnangal", Dhanam,

Industrial and Comercial Bi- weekly (Mal.), December 15, 1999,

pp.14- 15.

57,anon. (1999), "Puraskarangalute Thilakkathode Parasyalokathu",

Dhanam, lndustrial and Cornrnerceial Bi - weekly (Mal.), February 15 -

28. 1999, p. 16.

58.anon. (2001), "Parsyangalude Mattam", Dhanam, lndustrial and

Commerceial Bi -weekly (Mal.), May 31 -June 15, 2001, p. 14

59.anon. (2001), Vanitha, Malayalam Bi -weekly, 2001, (Various Issues).

60. anon. (2001 ), Gruhalakshmi, Malayalam Magazine, 2001, (Various

Issues).

61 .anon. (2002), "Malsaram Murukunnu, Gunamenma Kurayunnu", Dhanam,

lndustrial and Comrnerceial Bi -weekly (Mal.), November 30, 2002.

62.anon., (2003), "World Cup Feel - Good Factor Can Impact Economy

Studyn, The Hindu Business Line, February 11, 2003, p.6.

63.Atkin, Charles, K (1978), "Observation of Parent - child interaction in

Supermarket Decision Making", Journal of Marketing, Vol. 42, October

1978, pp.41 - 45.

64.Ayer. S.R. (2003), ',4dvertising - Changing with the Times", Busintss

India, January 20 - February 2, 2003, p. 107.

65.Beatry, Sharon, E ar~d Salil, Talpade (1994), "Adolescent Influence in

Family Decision Making - A Replication with Extension", Journal of

Consumer Research, Vo1.21, September 1994. pp. 32 - 41.

66.Bhandary. Divya (1993), "Women Viewers' Perception of n/

Advertisements", The Economic Times, August 17, 1993, p. 5.

67.Bhanu, Pande (1996), "The Art of Self Control", A&M, February 1996. pp.

26-28.

68.Bhatia, Neeru (2003), "Post World Cup - Cricketers' brand Equity has shot

up", The Week, Vol21, No.21, Apri127, 2003, pp.65-66.

69.Bhatia, Neeru (2003), "Team India", The Week, April 27, 2003, Vol. 21,

pp.64 - 65.

ZO.Bhatia, Ruchi (2001), 'Press Dictates", A & M, August 15, 2001, Vol. 13(6)

71. Bhushan, Ratna (2003), "Advertising", The Hindu Business Line, February

20, 2003, p.3.

72.Bhushan, Ratna (2003), "More Power for the Pesters", The Hindu

Business Line, February 20, 2003, p.3.

73.Bijoor, Harish (1998), 'Advertising on Television", The Economic Times,

March 15, 1998, p. 3.

74.Bradbent, S., "Mod9ling with Ad Stock", Journal of Marketing Research

Society, Vol. 26, pp. 295-3'12.

75. Chandaran, Rina (2003), "Ad Industry Turns ~ t s Back on 2002"~ The H;~

Business Line, January 1, 2003, p.2.

76.Chandarah Rina (20031, "HLL is World Cup's Biggest Advertiser", The

Hindu Business Line, March 19, 2003, p.6.

77.Chandarant Rina (2003), 'N Commercials Get Briefer, Print A ~ S

Smaller", The Hindu Business Line, January 7, 2003, p.6.

78.Chandran, Rina (2003),"Televison Ads - an exception to 80 : 20 rule",

The Hindu Business Line, October 15, 2003, p.6.

79.Chawla, Anu (2002), "Children Become Favourite Models for a String of

Brands", Business India, July 8 -12, 2002, pp. 100 -102.

BO.Chawla, Suran (1974), "Growth and Future of Advertising in India", Indian

Press, Vol.l( l), March 1974, pp. 65-66.

81,Cherian, Tarun (1995), 'Take Off or Break Off, A&M, Junel5, 1995, pp.

21 -22.

82.Dabholkar, Bharat (1994), "Of Research and Ad Impact", The Economic

Times, July 20. 1994, p. 3.

83.Dean, Joel (1951), "Advertising Budget", Harward Business Review,

January February 1951, pp. 65 -74.

. 84.Dutta, Sudipt (2003), "Sounds Good", Business India, January 20 -

February 2, 2003, pp. 106-107.

85,Geeyachan (1997), '"Vidagthante Sakshyapathram", Madhyama Bhodhi,

Malayalarn Bi -Magazine, May -June, 1997, Vol. 2 (2), p. 39.

86. Ghosal, Subhas (2003), "Creating Better Advertising", The Hindu Busin, ,ss

Line, February 27, 2003, p.2.

87.Gupta, Soma Sen and Verma (2000), "We Not Me Who Will Buy", Indian

Management, May 2000, pp. 64 - 68.

88.Hollander, Sydney (1949), "A Rationale for Advertising Expenditures",

Harward Business Review, January 1949, pp. 79-80.

89.Jadeja, Jayaraj (1994), "Emerging Trends in Retail Advertising",

International Journal olManagement and Tourism, Vol. 2(3 - 4), January -

June 1994, pp.154-59.

90. Jha, Bishwambar (1997), "Changing Scenario of Advertising in India". The

Management Accountant, December 1997, pp. 916 - 920.

91 .Khans, M.K (1993), "Advertising", Business India, January 1993, pp.90

-91.

92.Kasbekar, S.R (1995), "Satisfactory Growth Despite Bruising Wars",

Economic Times Data Hank, 1995, p. 76.

93.Katkar, Kumar (1972;1, 'Indian Advertising: Yesterday, Today and

Tomorrod, Vidura, Vol. 9 (4), August 1972, pp. 249 - 253.

94.Kau1, J.M (1974), "Importance of Sales Promotion & Advertising in

Industry", Capital, July 25, 1974, pp. 51 - 54.

95.Lahiri, Sanat (1974), 'Evaluating Advertising Effectiveness", Economic

and Political Weekly> November 30, 1974, pp. 97-100.

96.Lall, Gitanjali (1987), "'Advertising: Burgeoning Force in the Growing

Economy", Southern Economist, Vol. 26 (4), June 15, 1987, pp. 8 -10.

97.Madhu S.R (19961, "The Visible Persuaders - An Over Vie& of

Advertising in lndia and the US", Span, June I July 1996, pp. 18 - 20.

98. Marsha, Riching, L, "Negative Word of Mouth by Dissatisfied Consumers - A Pilot Study", Journal of Marketing Research, Vo1.47 (I), (Winter).

99.Mayer1 Martin (19581, 'What is Advertising Good for", Harper's Magazine,

May 1958, pp25-31.

100. Miranda , Brir~ston (1973), "Advertising in Independent India"

Industrial Economics, February 28, 1973, (Annual Number), pp. 173 - 180.

101. Mohan, Devendra (2003), "Well Pitched Up", Business India,

February 3 -16, 2003, pp. 60-62.

102. Mohan, Manendra (1982), "A Survey of Advertising Themes in

1970'sn, Indian Management, Vol. 21(4), April 1982, pp. 39 - 45.

103. Mukherjee, K., Goutam, and Roy, Dilip (2002), "Advertisement

Sales Response with a Case Study on a Leading Indian Company", The

Management Accountant, March 2002, pp. 166-171.

104. Munner, Muhamed (2000), Marketing for Tomorrow's Customers".

Indian Management, April 2000.

105. Muthu, C (2002), "How to Frame Good Advertisement in Economic

Depression", Dhanam, January 2002, p. 16.

106. Nair, Rajagopalan and Sudarsan, D (2000), "Children - The blast

Focused Consumers" Facts For You, December 2000, pp. 23-29.

107. Patankar, V.N (1964), "Importance of Research in Advertising",

Indian management, Vol. 3(1), January - February 1964, pp.20-21.

Pollay, Richard, Within the District (1978), "Wanted: A History of

Advertising", Journal of Advertising Research, Vol. 18 (5),

October 1978.

Rajasree, S (2000)1, "Advertising Trends in Kerala", Dhanam,

October 31 - November 15,2000. p. 18.

Rajasree, S (2000), "Prasya Vyavasayam oyarthezhumelpinte

Pathayil", Dhanam, Industrial and Commercial Bi - weekly (Mal.),

October 31 - November 15. 2000, p. 18.

Ramchandran, Nandini (9175), "Advertising for Export Promotion",

Alpha, Vo1.14 (3 - 4), November 1975, pp. 22 - 26.

Ramachandran, Uma (1993), "Growth of Advertising". Business

India, 15 '~ Anniversary Issue 1993, pp. 302-303.

Ramani, V (2001), "Will Net Ads Click", Business India, February 5

- 18, 2001, p.108.

Rao, A.G. and Miller, P.B, "AdvertisinglSales Response

Functions", Journal of Advertising Research, Vo1.15, pp. 7-15.

Roy, Ghosh, Mahasweta, Shenoy, Meera and Choudhury, Indarni,

(1998), "Great Ads that couldn't Sell", Business India, March 9 - 22,

1998, pp.105-106.

Sabnavis, Madh'ukar (1996), "New Kid on the Block", A &M,

November 15, 1996, pp. 40-41.

Sabnavis, Madhukar (2003), 'Advertising - Pointers to Good

Times", The Hindu Survey of Indian Industry, 2003, pp. 372-374.

Samudhrarajakumar, C., Madhavi, C and Willaim, John (2000),

"Consumers' Attitudes Towards Advertisements", Management

Researcher, Vol 7 (I), July - September 2000, pp. 3 - 6.

Schoff (1995), 'lndian Companies are Increasingly Advertising in

Foreign Media", Business India, July and August 1995, pp.145-48.

Schultz, D.E. and Block, M.P., (1986), 'Empirical Estimation of

Advertising Response Functions", Journal of Media Planning,

1986, pp.17-24.

Scott, Jerome, Detergents (1943), "Advertising When Buying is

Restricted", Harward Business Review, September 1943, pp.443-

454.

Sekhar, G.C (1996), "Some Hard Truths on Soft Sell in Kerala",

Business Deepika, Annual 1996, pp. 43-46.

Sengupta, Nripen, (1974). "Effectiveness of Advertising

Communication", Indian Press, Vol.l(lO), Decemberl974, pp .67-

70.

Sengupta, Subroto (1989), "Up, Down and Forward ~dvertising",

Vidura, Vo1.17(6). December 1989, pp. 39 - 99.

Sha, Minari (1997), "The Art of Self Restraint", Business India,

Vol. 50, May 19 -June 1, 1997, p. 3.

Simon, J.L. and Arndi, J., "The Shape of the Advertising Function",

Journal of Advertising Research, Vol. 29, pp. 54-60.

Sindhu. Jain (1996), "Total Quality Management - The Leading

Edge". lnd;a Today, March 31, 1996, pp. 90-91.

Singh, Mohinder (2002), "Children are Soft Targets for n/

Advertisements", Facts For YOU, May 2002, pp. 6 - 10.

Singh, N.P (1988), "Limits to Advertising Growth: Press vs

Television", Economic Times, December 15, 1988.

Sinha, Tara (2000), "Oh - So - Smooth Advertising", A&M,

December 31,2000, pp. 11 3 - 115.

Suja. P.G (2002). "Brands Boom in Kerala", Dhanam, October 31 -

November 15, 2002, p.7.

Sathyasundaram, I (2001),"Advertising Industry Bound to Boom",

Facts For You, May 2001, p.14 -15.

Sturdivant, Frederick, D., Cocaougher and Bention, A (1993),

"What are Ethical Marketing Practices", Hanvard Business Review,

November - December, 1993, pp. 96-97.

Swamy, R.K (1975), "Advertising Today and Tomorrow",

Indian Press, Vo1.2 (4), April 1975, PP. 23 - 26.

Tikekar, Aroon (1982), "The Changing Face of Advertising",

//lustrated Weekly of india, V01.103(35), September 19,4982, P. 20.

Vahanvaty, Aliefya (2002). 'Road Show". Business India, October

14 - 27,2002, pp. 128 -- 130.

Ventaeshvarlu, H and Rao, Purushotham (2000), "Women as

Consumers", Ind~an Management, April ~ 0 0 0 . P. 65.

138. Vikram (1996), "Breaking Through Babble", Business India,

July 1 -14, 1996, pp. 100 -102.

139. Witt~nk, D.R, "Exploring Territorial Differences in the Relationship

between Marketing Variables", Journal of Marketing Research,

V01.14, pp.145-155.

140. Zaidi, Babar (1996), "Advertisers Turn Over a New Leaflet",

Business World, C3ctober 1996, pp. 68 -70.