@incollection{, 4D8F2F732ACB8ADFB94DA63B64080F50 , author={{Ridhwan-Un-Nissa} and {Ansal University Gurgaon}}, journal={{Global Journal of Management and Business Research}}, journal={{GJMBR}}2249-45880975-585310.34257/GJMBR, address={Cambridge, United States}, publisher={Global Journals Organisation}165 } @incollection{b0, , title={{A closer look at classical conditioning}} , author={{ CTAllen } and { TJMadden }} , journal={{Journal of Consumer Research}} 12 , year={1985} } @incollection{b1, , title={{The impact of effect on memory of advertising}} , author={{ TAmbler } and { TBurne }} , journal={{Journal of Advertising Research}} 39 , year={1999} } @book{b2, , title={{The digital direction: content management and the marketing communication, HVS | 369 Willis Avenue}} , author={{ &Bagley } and { Lanz }} , year={2014} , address={NY 11501, USA} } @incollection{b3, , title={{Imagery as a relational organizer in associative learning}} , author={{ GHBower }} , journal={{Journal of Verbal Learning and Verbal Behavior}} 9 5 , year={1970} } @incollection{b4, , title={{Cognition in learning memory}} , author={{ GHBower }} , journal={{Journal of Marketing}} 54 4 , year={1972. 1990} , publisher={John Wiley} , note={Music, mood and marketing} } @incollection{b5, , title={{Conditions for a picture-superiority effect on consumer memory}} , author={{ TLChilders } and { MJHouston }} , journal={{Journal of Consumer Research}} 11 2 , year={1984} } @incollection{b6, , title={{Communication and generation of emotion through essence form}} , author={{ MClynes }} , booktitle={{Emotions-Their parameters and measurement}} , editor={ LLevi } New York , publisher={Raven Press} , year={1975} } @book{b7, , title={{Sentics: The touch of emotions}} , author={{ MClynes }} , year={1977} , publisher={Anchor Press=Doubleday} , address={Garden City, NY} } @incollection{b8, , title={{The communication of emotion: Theory of sentics}} , author={{ MClynes }} , booktitle={{Emotion theory, research and xperience}} , editor={ RPlutchik HKellerman } New York , publisher={Academic Press} , year={1980} } @incollection{b9, , title={{The living quality of music}} , author={{ MClynes } and { NNettheim }} , booktitle={{Music, mind and brain}} , editor={ MClynes } New York , publisher={Plenum Press} , year={1982} } @book{b10, , title={{Global marketing and advertising: Understanding cultural paradoxes}} , author={{ MDe Mooij }} , year={1998} , publisher={Sage} , address={Thousand Oaks, CA} } @book{b11, , title={{Global marketing and advertising: Understanding cultural paradoxes}} , author={{ MDe Mooij }} , year={2005} , publisher={Sage} , address={Thousand Oaks, CA} , note={2nd ed} } @book{b12, , title={{The advertised mind}} , author={{ EDu Plessis }} , year={2005} , publisher={Millward Brown} , address={London} } @book{b13, , title={{Marketing on the Internet: Multimedia strategies for the world wide web}} , author={{ JHEllsworth } and { MVEllsworth }} , year={1995} , publisher={Wiley} , address={New York} } @incollection{b14, , title={{The definition and measurement of creativity: What do we know}} , author={{ JEl-Murad } and { DCWest }} , journal={{Journal of Advertising Research}} 44 2 , year={2004} } @incollection{b15, , title={{The online advertising industry: Economics, evolution and privacy'}} , author={{ DEvans }} , journal={{Journal of Economic Perspective}} 23 3 , year={2009} } @book{b16, , title={{Marketing Food to Children and Adolescents: A Review of Industry Expenditures, Activities, and Self-Regulation. Selfpublished report to Congress}} , year={2008} , address={Washington DC} } @incollection{b17, , title={{New, larger ad formats recommended for web}} , author={{ AGeller }} , journal={{Philadelphia Inquirer}} F2 , year={2001. February 27} } @incollection{b18, , title={{Growing up with television: cultivation processes}} , author={{ GGerbner } and { LGross } and { Morgan }} , booktitle={{Media Effects: Advances in Theory and Research}} , editor={ JBryant & D. Zillman } Erlbaum, Mahwah, NJ , year={2002} } @incollection{b19, , title={{The effects of music in advertising on choice behavior: A classical conditioning approach}} , author={{ EBGoldstein } and { Wadsworth } and { GJGorn }} , journal={{Journal of Marketing}} 46 , year={1989. 1982} , note={Sensation and perception} } @incollection{b20, , title={{The softer side of services: exploring the effect of sincerity and emotional contagion on satisfaction}} , author={{ SGountas } and { MEwing }} , booktitle={{ANZMAC 2003 Conference Proceedings}} , year={2003. Adelaide, 1-3 December, 2003} } @incollection{b21, , title={{A new model for measuring advertising effectiveness}} , author={{ BFHall }} , journal={{Journal of Advertising Research}} 42 , year={2002} } @book{b22, , title={{A decade of radio advertising}} , author={{ HSHettinger }} , year={1933} , publisher={University of Chicago Press} } @incollection{b23, , title={{The buying process: Effects of and on consumer mood states}} , author={{ RPHill } and { MPGardner }} , journal={{Advances in Consumer Research}} 14 , year={1987} } @book{b24, , title={{State of Inbound Marketing}} , author={{ Hubspot }} , year={2015} , address={HubSpot} , note={Technical report} } @incollection{b25, , title={{Why three exposures may be enough}} , author={{ HEKrugman }} , journal={{Journal of Advertising Research}} 12 6 , year={1972} } @incollection{b26, , title={{Memory without recall, exposure without perception}} , author={{ HEKrugman }} , journal={{Journal of Advertising Research}} , year={2000. Nov-Dec} } @incollection{b27, , title={{A preliminary structural equation model of comprehension and persuasion of interactive advertising brand web sites}} , author={{ WMacias }} , journal={{Journal of Interactive Advertising}} 3 2 , year={2003} } @incollection{b28, , title={{Gender differences in cortical organization: Social and biochemical antecedents and advertising consequences}} , author={{ JMeyers-Levy }} , booktitle={{Attention, attitude, and affect in response to advertising}} , editor={ EClarke TBrock DStewart } Hillsdale, NJ , publisher={Lawrence Erlbaum Associates} , year={1994} } @incollection{b29, , title={{Factors Affecting Trust in Market Research Relationships}} , author={{ CMoorman } and { RDeshpandé } and { GZaltman }} , journal={{Journal of Marketing}} 57 1 , year={1993} } @incollection{b30, , title={{A content analysis of advertising in a global magazine across seven countries}} , author={{ MRNelson } and { H.-JPaek }} , journal={{International Marketing Review}} 24 1 , year={2007} } @incollection{b31, , title={{CONTENT OR COMMUNITY? A DIGITAL BUSINESS STRATEGY FOR CONTENT PROVIDERS IN THE SOCIAL AGE}} , author={{ GOestreicher-Singer } and { LZalmanson }} , journal={{MIS Quarterly}} 37 2 , year={2013} } @book{b32, , title={{International Marketing Tool: The Internet. Industrial Management & Data Systems}} , author={{ FPalumbo } and { PHerbig }} , year={1998} 98 } @incollection{b33, , title={{Interactive animation: Exploring spokes-characters on the Internet}} , author={{ BPhillips } and { W.-NLee }} , journal={{Journal of Current Issues and Research in Advertising}} 27 1 , year={2005} } @book{b34, , title={{The media equation: How people treat computers, television, and new media like real people and places}} , author={{ BReeves } and { CNass }} , year={1996} , publisher={CSLI Publications and Cambridge University Press} , address={Stanford, CA} } @incollection{b35, , author={{ VRehman } and { AVisha }} , booktitle={{Content Fusion in Traditional and New Media: A Conceptual Stud}} , year={2013} 12 } @incollection{b36, , author={{ VRehman } and { AVisha }} , booktitle={{Content Fusion in Traditional and New Media: A Conceptual Stud}} , year={2013} 12 } @incollection{b37, , title={{Animation, incidental learning, and continuing motivation}} , author={{ LRieber }} , journal={{Journal of Educational Psychology}} 83 , year={1991} } @book{b38, , title={{Entertainment-Education and Social Change: History, Research, and Practice}} , author={{ ASinghal } and { MJCody } and { ERogers } and { MSabido }} , year={2003} , publisher={Lawrence Erlbaum} , address={Mahwah, NJ} } @incollection{b39, , title={{Investing in creativity}} , author={{ RSternberg } and { TILubart }} , journal={{American Psychologist}} 51 7 , year={1996} } @incollection{b40, , title={{Defining virtual reality: Dimensions determining telepresence}} , author={{ JSteuer }} , journal={{Journal of Communication}} 42 4 , year={1992} } @incollection{b41, , title={{Atmospheric effects on shopping behavior: A review of the experimental evidence}} , author={{ LTurley } and { REMilliman }} , journal={{Journal of Business Research}} 49 , year={2000} } @incollection{b42, , title={{Appraisal determinants of discrete emotions}} , author={{ ARehman } and { Vaish } and { IJRoseman }} , journal={{Cognition and Emotion}} 5 , year={1991} } @book{b43, , title={{Emotional impact of music on television commercials. Unpublished doctoral diss}} , author={{ RRWintle }} , year={1978} University of Nebraska }