@incollection{,
	
					
					
					EDE9005488B5CCE4C5F0CADCDC5062A7
				,
	author={{Mr. MitulDeliya} and {BhaveshParmar} and {Mr. BhagvanKarnavat} and {S. K. College of Business Management, HNGU, Patan.}},
	journal={{Global Journal of Management and Business Research}},
	journal={{GJMBR}}2249-45880975-585310.34257/GJMBR,
	address={Cambridge, United States},
	publisher={Global Journals Organisation}1216915
}

@book{b0,
	
	
		,
	title={{Advertising New Concepts}}
		,
	author={{
			SSKaptan
		}}
		
			,
	year={2002}
			1
			7
		
	
	,
	note={st Edition. Published by Sarup and Sons}

}

@book{b1,
	
	
		,
	title={{Advertising and Promotion}}
		,
	author={{
			GeorgeEBelch
		} and {
			MichaelEBelch
		}}
		
		
			,
	year={2008}
			,
	publisher={Tata McGraw-Hill Publishing}
			6
			16
		
	
	,
	note={th Edition}

}

@book{b2,
	
	
		,
	title={{Advertising and Promotion}}
		,
	author={{
			GeorgeEBelch
		} and {
			MichaelEBelch
		}}
		
		
			,
	year={2008}
			,
	publisher={Tata McGraw-Hill Publishing}
			6
			777
		
	
	,
	note={th Edition}

}

@incollection{b3,
	
	
		,
	title={{The impact of cognitive and/or affective processing styles on consumer response to advertising appeals}}
		,
	author={{
			SalvadorRuiz
		} and {
			MariaSicilia
		}}
		
	
	
		,
	journal={{Journal of Business Research}}
		
			
			,
	year={2004}
		
	

}

@book{b4,
	
	
		,
	title={{The impact of emotional advertising appeals On consumer implicit and explicit memory: An accessibility/diagnosticity perspective}}
		,
	author={{
			PattieWilliams
		}}
		
		
			,
	year={2000. May}
		
	

}

@book{b5,
	
	
		,
	title={{Advertising and Promotion}}
		,
	author={{
			GeorgeEBelch
		} and {
			MichaelEBelch
		}}
		
		
			,
	year={2008}
			,
	publisher={Tata McGraw-Hill Publishing}
			6
			269
		
	
	,
	note={th Edition}

}

@book{b6,
	
	
		,
	title={{Advertising and Promotion}}
		,
	author={{
			GeorgeEBelch
		} and {
			MichaelEBelch
		}}
		
		
			,
	year={2008}
			,
	publisher={Tata McGraw-Hill Publishing}
			6
			184
		
	
	,
	note={th Edition}

}

@book{b7,
	
	
		,
	title={{A Meta -Analysis of Fear Appeals: Implications for Effective Public Health Campaigns}}
		,
	author={{
			KimWitte
		} and {
			MikeAllen
		}}
		
		
			,
	year={2000. October Year}
			27
		
	

}

@book{b8,
	
	
		,
	title={{A Meta -Analysis of Fear Appeals: Implications for Effective Public Health Campaigns}}
		,
	author={{
			KimWitte
		} and {
			MikeAllen
		}}
		
		
			,
	year={2000. October}
			27
		
	

}

@book{b9,
	
	
		,
	title={{Advertising New Concepts}}
		,
	author={{
			SSKaptan
		}}
		
			1
		
	
	,
	note={st Edition. Published by Sarup and Sons, 2002) preface}

}

@book{b10,
	
	
		,
	title={{Advertising and Promotion}}
		,
	author={{
			GeorgeEBelch
		} and {
			MichaelEBelch
		}}
		
		
			,
	year={2008}
			,
	publisher={Tata McGraw-Hill Publishing}
			6
			157
		
	
	,
	note={th Edition}

}

@incollection{b11,
	
	
		,
	title={{}}
		,
	author={{
			KirtiDutta
		}}
	
	
		,
	journal={{Indian Journal of Marketing}}
		
			23
			,
	year={2009. December}
		
	

}

@incollection{b12,
	
	
		,
	title={{The impact of cognitive and/or affective processing styles on consumer response to advertising appeals}}
		,
	author={{
			SalvadorRuiz
		} and {
			MariaSicilia
		}}
		
	
	
		,
	journal={{Journal of Business Research}}
		
			
			,
	year={2004}
		
	

}

@incollection{b13,
	
	
		,
	title={{The impact of emotional advertising appeals On consumer implicit and explicit memory: An accessibility/diagnosticity perspective}}
		,
	author={{
			PattieWilliams
		}}
		
	
	
		,
	journal={{Journal of Consumer Research}}
		
			,
	year={2000. May 15. 2008. December}
		
	
	,
	note={Positive and Negative messages in Advertising}

}

@incollection{b14,
	
	
		,
	title={{Affect intensity and the consumers' attitude toward high impact emotional advertising appeals}}
		,
	author={{
			DWilliams
		} and {
			Harry
		}}
		
	
	
		,
	journal={{Journal of Advertising}}
		
			,
	year={1996}
		
	

}

@incollection{b15,
	
	
		,
	title={{Negative Emotions as mediators of Attitudes in Advertising Appeals}}
		,
	author={{
			DavidJMoore
		} and {
			ScottHoenig
		}}
		
	
	
		,
	journal={{Advances in Consumer Research}}
		
			16
			,
	year={1989}
		
	

}

@book{b16,
	
	
		,
	title={{A Meta -Analysis of Fear Appeals: Implications for Effective Public Health Campaigns}}
		,
	author={{
			KimWitte
		} and {
			MikeAllen
		}}
		
		
			,
	year={2000. October}
			27
		
	

}

@book{b17,
	
	
		,
	title={{Advertising and Promotion}}
		,
	author={{
			GeorgeEBelch
		} and {
			MichaelEBelch
		}}
		
		
			,
	year={2008}
			,
	publisher={Tata McGraw-Hill Publishing}
			6
			157
		
	
	,
	note={th Edition}

}

@book{b18,
	
	
		,
	author={{
			RichardILevin
		} and {
			DavidSRubin
		}}
		
		,
	title={{Statistics for Management}}
				
			,
	publisher={Pearson Education -Prentice Hall}
			,
	year={2008}
			7
			429
		
	
	,
	note={th Edition}

}

@book{b19,
	
	
		,
	title={{Advertising and Promotion}}
		,
	author={{
			GeorgeEBelch
		} and {
			MichaelEBelch
		}}
		
		
			,
	year={2008}
			,
	publisher={Tata McGraw-Hill Publishing}
			6
		
	
	,
	note={th Edition}

}

@book{b20,
	
	
		,
	title={{Advertising New Concepts}}
		,
	author={{
			SSKaptan
		}}
		
			,
	year={2002}
			1
		
	
	,
	note={st Edition. Published by Sarup and Sons}

}

@book{b21,
	
	
		,
	title={{}}
		,
	author={{
			G CBeri
		} and {
			MarketingResearch
		}}
		
		
			,
	year={2008}
			,
	publisher={Tata McGraw-Hill Publishing}
			4
		
	
	,
	note={th Edition}

}

@book{b22,
	
	
		,
	author={{
			RichardILevin
		} and {
			DavidSRubin
		}}
		
		,
	title={{Statistics for Management}}
				
			,
	publisher={Pearson Education -Prentice Hall}
			,
	year={2008}
			7
		
	
	,
	note={th Edition}

}

@book{b23,
	
	
		,
	author={{
			KenBlack
		}}
		,
	title={{Business Statistics, 4 th Edittion}}
				
			,
	publisher={Wiley India Pvt. Ltd}
			,
	year={2007}
		
	

}

@incollection{b24,
	
	
		,
	title={{The impact of cognitive and/or affective processing styles on consumer response to advertising appeals}}
		,
	author={{
			SalvadorRuiz
		} and {
			MariaSicilia
		}}
		
	
	
		,
	journal={{Journal of Business Research}}
		
			,
	year={2004}
		
	

}

@incollection{b25,
	
	
		,
	title={{Affect intensity and the consumers' attitude toward high impact emotional advertising appeals}}
		,
	author={{
			DWilliams
		} and {
			Harry
		}}
		
	
	
		,
	journal={{Journal of Advertising}}
		
			,
	year={1996}
		
	

}

@incollection{b26,
	
	
		,
	title={{Negative Emotions as mediators of Attitudes in Advertising Appeals}}
		,
	author={{
			DavidJMoore
		} and {
			ScottHoenig
		}}
		
	
	
		,
	journal={{Advances in Consumer Research}}
		
			16
		
	

}

@book{b27,
	
	
		,
	title={{The impact of emotional advertising appeals On consumer implicit and explicit memory:An accessibility/diagnosticity perspective}}
		,
	author={{
			PattieWilliams
		}}
		
	

}

@incollection{b28,
	
	
		,
	title={{A Meta -Analysis of Fear Appeals: Implications for Effective Public Health Campaigns, Health and Education Behavior 9. Positive and Negative messages in Advertising}}
		,
	author={{
			KimWitte
		} and {
			MikeAllen
		}}
		
	
	
		,
	journal={{Journal of Consumer Research}}
		
			,
	year={2008}
		
	

}