05 RESERCH PAPERS RELEVANT TO THE INTENDED AREA OF STUDY

SR. NO. TITLE OF PAPER VARIABLES STUDIED THEORETICAL MODEL/ FRAME WORK USED METHOD OF DATA COLLECTION Questionnaire SAMPLING TECHNIQUE AND SAMPLE SIZE Random sampling 325 respondents STATISTICAL TEST USED HOW DO YOU PROPOSE TO MODIFY THIS RESEARCH Through the humor in radio advertising to brighten up the mood of consumers. Humor in advertising changes with making some considerations we can made a impact on consumers mood Humor or a celebrity endorser enhances ad and brand attitudes, brand recall and can make an impact mood of consumers

The impact of perceived humor, product type and humor style in radio advertising

The impact of humor in advertising: A Review 2

Humor, Product Type, and Humor Style + Radio advertising Humor + Advertising

Chi Square , Logistic regression.

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Tactical consideration model

Questionnaire

Random sampling 116 respondents

ANOVA

An examination of humor and endorser effects on consumer responses to direct to consumer advertising

Consumer responses to advertising + Humor and endorser

Elaboration likelihood model

Questionnaire

Convenience Sampling 405 respondents

MANCOVA

05 RESERCH PAPERS RELEVANT TO THE INTENDED AREA OF STUDY

4 The influence of humor strength and humormessage relatedness on AD memorability humor strength and humormessage relatedness + Ad memorability Path model Questionnaire Random sampling 253 participants ANOVA The use of humor in advertising attests to the wide spread belief that humor enhances the effectiveness of ads and creating effects on mood This study effect of positive mood on brand attitudes for readers of print advertising and humor made an effect on consumers mood.

Role of mood in advertising effectiveness 5

Mood + Advertising effectiveness --------------------

Interviews

Random sampling 251 participants

ANOVA