Online Thesis Search Results

TITLE
CERTIFICATE
DECLARATION
ACKNOWLEDGEMENT
CONTENTS
LIST OF TABLES
LIST OF FIGURES
1 INTRODUCTION
1. 1.1 Award Winning Advertisements for Consumer Non-Durable Goods -- 2000
1. 1.1 Award Winning Advertisements of Consumer Non- Durables- 2000
NEED & SIGNIFICANCE OF THE STUDY
STATEMENT OF THE PROBLEM
OBJECTIVES
HYPOTHESES
SCHEME OF CHAPTERISATION
2 LITERATURE REVIEW
Search Process
THEORETICAL LITERATURE
Theories of Advertising
Advertising Communication Models
2. 2.1 Process of Communication
3. 2.2 AIDA Model of Advertising Communication
4. 2.3 Hierarchy - of - Effects Model of Advertising Communication
5. 2.4 Innovation-Adoption Model of Advertising Communication
6. 2.5 High-Low Involvement Communication Model
7. 2.6 High-Low Involvement Products
Consumer Behaviour Models
8. 2.7 Anatomy of a Purchase Decision
9. 2.8 Stimulus-Response Theory of Purchase Behaviour
Theories of Advertising Creativity
2. 2.1 Advertising Creativity Parameters
CONCEPTUAL FRAMEWORK
REVIEW OF EMPIRICAL LITERATURE
CONTENTS of Advertisements
Research on Advertising Effectiveness
3 METHODOLOGY
GENERAL PERSPECTIVE
VARIABLES
SAMPLE FOR THE STUDY
3. 3.1 Demographic Composition of Respondents
RESEARCH INSTRUMENTS
1. Questionnaires
Scoring
2. Test Advertisements
Reliability & Validity
MEASURES OF ITEMS OF INFORMATION
4. 3.2 Parameters of Advertising Creativity Used
5. 3.3 Items of Information in Communication-Effect
6. 3.4 Measures of Recall & Recognition
7. 3.5 Adjective Checklist of Information Value
8. 3.6 Measure of Attitude Towards Advertisement
9. 3.7 Measures of Communication Objectives
10. 3.8 Items of Information in Consumer Purchase Behaviour
PROCEDURE
Selection of Product Groups
Selection of Brands
11. 3.9 List of Brands Selected for the Study
Selection of Test Advertisements
DATA COLLECTION
First Phase
12. 3.10 Scores Assigned by the Panel of Judges
13. 3.11 Groups of Advertisements based on Creativity
Second Phase
DATA ANALYSIS
Methodological Assumptions
14. 3.12 Summary of the Research Methods used in the Study
4 PRESENTATION OF RESULTS & DISCUSSION
UNAIDED RECALL
15. 4.1 Unaided Recall of Brands
16. 4.2 Unaided Recall of Advertisements
17. 4.3 Unaided Recall of Brands and Advertisements in the Selected Product Groups
MOST-LIKED ADVERTISEMENTS
18. 4.4 Most - Liked Advertisements
CATEGORY AIDED RECALL
TOP-OF-MIND-AWARENESS (TOMA)
19. 4.5 Top of Mind Awareness - TOMAb & TOMAad Category Aided Spontaneous Recall
BRAND AIDED RECALL
20. 4.6 Brand-Aided Recall of Brands & Advertisements
ADVT AIDED RECALL
21. 4.7 Advertisement-Aided Recall of Brands & Recall of Advertisement Message and Execution
10. 4.1 Summary of Recall of Brands and Advertisements Tea Brands
11. 4.2 Summary of Recall of Brands and Advertisements Talcum Powder Brands
12. 4.3 Summary of Recall of Brands and Advertisements Refined Edible Oil Brands
13. 4.4 Summary of Recall of Brands and Advertisements Detergent Powder Brands
14. 4.5 Summary of Recall of Brands and Advertisements Tooth Paste Brands
15. 4.6 Summary of Recall of Brands and Advertisements Toilet Soap Brands
RECOGNITION
22. 4.8 Creativity Vs Recognition of Advertisements
INTEREST OR COGNITIVE AFFECT (ICA)
23. 4.9 Creativity Vs Interest / Cognitive Affect
INFORMATION VALUE
24. 4.10 Creativity Vs Information Value
IRRITATION LEVEL
25. 4.11 Creativity Vs Irritation Level
ATTITUDE TOWARDS ADVERTISEMENTS
26. 4.12 Creativity Vs Attitude Towards Advertisements
BRAND PURCHASE INTENTION
27. 4.13 Creativity Vs Brand Purchase Intention
28. 4.14 Top-Of-Mind Awareness of Brands (TOMAb) & Brand Purchase Intention
29. 4.15 Top-Of-Mind Awareness of Advertising (TOMAad) & Brand Purchase Intention
30. 4.16 Attitude Towards Advertisements & Purchase Intention
BRAND ATTITUDE
31. 4.17 Brand Attitude: Brand-Wise
32. 4.18 Creativity Vs Brand Attitude
33. 4.19 Correlation Coefficient between Brand Attitude Brand Purchase Intention
BRAND ATTITUDE BENEFIT BELIEFS
34. 4.20 Creativity Vs Brand Attitude Benefit Beliefs & Persuasion
PERSUASION
BRAND AWARENESS
35. 4.21 Creativity Vs Brand Awareness
16. 4.7 Creativity Group-wise Summary of Communication Objectives: Brand Awareness
17. 4.8 Creativity Group-wise Summary of other Communication Objectives
BRAND IMAGE
36. 4.22 Creativity Vs Brand Image & Recent Brand Choice Behaviour
RECENT BRAND CHOICE BEHAVlOUR
37. 4.23 Top-Of-The-Mind Awareness of Advertising (TOMAad) Purchase Pattern
38. 4.24 Top-Of-The-Mind Awareness of Brands (TOMAb) Purchase Pattern
39. 4.25 Creativity V / S Brand Loyalty, Brand Trial & Level of Confidence in Product Claims
BRAND LOYALTY
BRAND TRIAL
LEVEL OF CONFIDENCE IN PRODUCT CLAIMS
BRAND SWITCHING
40. 4.26 Brand Switching & Brand Attitude
ADVT PERSUASION ON PURCHASE
41. 4.27 Advertisement Persuasion on Purchase
PURCHASE DECISION-MAKING PROCESS
42. 4.28 Ranking of Purchase Influence Factors
43. 4.29 Purchase Decision Making Steps
44. 4.30 Decision Makers in a Family
DISCUSSION
5 SUMMARY OF FINDINGS, CONCLUSIONS & RECOMMENDATIONS
OBJECTIVES
HYPOTHESES
METHODOLOGY
Sample
Research Instruments
Procedure
Statistical Analysis
45. 5.1 Summary of the Research Methods used in the Study
FINDINGS OF THE STUDY
CONCLUTIONS
LIMITATIONS
MANAGERIAL IMPLICATIONS OF THE STUDY
SUGGESTIONS FOR PRACTICE
FUTURE RESEARCH
REFERENCES
APPENDIX A
APPENDIX B
APPENDIX I UNAIDED RECALL OF ALL BRANDS
APPENDIX II UNAIDED RECALL OF ALL ADVERTISEMENTS
APPENDIX III QUESTIONNAIRE I: PANEL OF JUDGES
APPENDIX IV QUESTIONNAIRE I1: CONSUMER SURVEY
APPENDIX V
APPENDIX VI