List of Tables. Sl.No Table.No Table Name Page No Classification of Literary devices, elements and 21 components Literary groupings.

Transcription

1 List of Tables Sl.No Table.No Table Name Page No Classification of Literary devices, elements and 21 components Literary groupings Literary dimensions and Advertising forms Demographic profile of the sample Names of zones under Cochin Corporation and 98 number of divisions in each zone Names of divisions under Cochin Corporation 99 selected for study Distribution of households and their percentage-wise 99 distribution among zones Distribution of sample house holds selected from 100 Different divisions under various zones of Cochin Corporation Parameters of Literature used for the study Items of Information Communication Effectiveness 112 and Advertising Effectiveness Measures of Awareness, Recall, Recognition and 113 Clarity of Communication of Ad Messages Measures of Attitude towards Test Advertisement Measures of Communication Effectiveness Measures of Advertising Effectiveness Leisure Time Habit Reading Habit Viewing Habit Time Slot Preference Viewing Habit Ranking of type of TV Programmes 126

2 watched Viewing Habit Ad watching Behaviour Media Habit Time spent on various media Media Habit Most preferred Television channel Viewing Habit Most liked TV Programme type Brand Loyalty Brand Loyalty Unaided Recall of Product and Service 133 Categories and Brand Preference Brand Attributes affecting Brand Loyalty Critical factors affecting Purchase decision Unaided Recall of Advertisements Ad aided Brand Awareness Category aided Brand Recall Brand- Aided Advertisement Recall Brand-Aided Message Recall Most liked Literary form Attitude towards Advertisements using literary 144 devices and components Mean Values Attitude towards literary devices and components 145 in Ads- z test Correlation Coefficient between different literary 146 groupings on Attitude towards Ads Perception towards Ads using literary devices and 148 components in advts Buying Intention Advertising Effectiveness of warm-up Ads Advertising Effectiveness- Elaboration, Aad and 154

3 Difficulty of comprehension- Mean values Advertising Effectiveness- Elaboration, Aad and Difficulty of 155 comprehension- variation across -Anova Elaboration, Aad and Difficulty of Comprehension- 156 Correlation between different Elaboration, Aad and Difficulty of Comprehension- Z test Liking for Literary Groupings of Test Ads- Mean values Liking for Literary Groupings of Test Ads- Anova Liking for Literary elements Correlation between 161 different literary elements under various Liking for literary elements in Test Ads Mean values Liking towards literary devices, components in advts- 162 Comparison between - z test Differential effect of literary elements, devices and 164 components in test advts in terms of liking z test Liking for different literary elements in Test Ads under 165 four Anova Ad-aided Brand Recall Mean Values Ad-aided Brand Recall of Test Advertisements- Anova Ad-aided Brand Recall Correlation between different Ad-aided Brand Recall z test Ad- message Clarity of Communication Mean values Ad-message Clarity of Communication- across literary 171 groupings Anova Ad-message Clarity of Communication z test Persuasive Power of Ads Brand Rating Mean values Persuasive Power of Ads Brand Rating Anova 174

4 Persuasive Power of Ads Correlation between different Persuasive Power of Ads Differential impact of literary 176 elements on Brand Rating z test Most liked brand Advertisement Recognition Mean values Variation between in terms of 179 Ad-Recognition - Anova Advertisement Recognition Correlation between different Impact of various on 181 Advertisement Recognition z test Most liked Advertisement Feelings toward Advertisements Mean values Feelings toward Advts variation across literary 185 groupings on upbeat feelings and warm feelings Anova Upbeat feelings and Warm feelings toward Advts 186 Correlation Coefficient between different Upbeat feelings and Warm feelings toward Advts- 187 differential impact of literary elements under various z test Pathos Mean values Judgment of Ads variation across literary 189 groupings- Pathos Anova Pathos Correlation Coefficient between 190 different Pathos Differential impact of literary elements 191 under various z test Viewer Response Profile Mean values Viewer Response Profile Entertainment, Brand 193 Reinforcement and Empathy variation across

5 - Anova Viewer Response Profile Entertainment, Brand 195 Reinforcement and Empathy Correlation Coefficient between different Viewer Response Profile Entertainment, Brand 196 Reinforcement and Empathy differential impact of literary elements under various literary groupings z test Attitude towards Test Advts Mean values Attitude towards Test Advts Anova Attitude towards Test Advts Correlation Coefficient 200 between different Attitude towards Test Advts differential 201 impact of literary elements z test Content Analysis of Warm up Advts Content Analysis of Test Advts Data feedback from Focus Group Discussions Summary of Research Methods used 245