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Advertising is a multidimensional and multifaceted business activity and has become a vital marketing tool for the business organisations. Being the most visible activity of marketing, it has become controversial too. Certain aspects of advertising have been criticesed by researchers, consumerists,feminist advocates, public policy makers and social scientists. On the other side, it has been considered by the practitioners as one of the most potent tool in the armoury of a marketer. Certain objectionable aspects of advertising, however,n need extensive research from point of view of those who are frequently exposed to it. Whether advertising is perceived by these people in the same way as the experts or otherwise, is a debatable question. This book attempts to address this issue. In addition, the book also contains studies on certain aspects of consumer behaviour in which an endeavour has been made to profile the unique behaviour of Indian consumer. This book will be useful to the students of management who want to specialise in advertising and consumer behaviour. The book will also be of immense help to researchers and practitioners alike. Advertising agencies can also replicate these studies for their respective clients in order to obtain valuable inputs. About the Author Kaleem Mohammed Khan is Professor of Management in the Department of Business Administration, Aligarh Muslim University, Aligarh. He has been teaching post-graduate management students for over 23 years. His areas of interest are marketing, marketing research, advertising and consumer behaviour. He has extensively written in these areas and his research articles have been published in reputed Indian and foreign journals. Presently, Prof. Khan is Chairman of the Department of Business Administration and Dean, Faculty of Management Studies & Research, Aligarh Muslim University, Aligarh, India. Mohammed Naved Khan is Lecture in the Department of Business Administration, Faculty of Management Studies & Research, Aligarh Muslim University, Aligarh, India. After completing his B.Tech. in Electrical Engineering, he obtained his MBA and Ph.D. in Management from Aligarh Muslim University. His areas of interest are Online Marketing, Consumer Behaviour and Management of Information Technology. Several of his research articles have been published in leading management journals. Table of Contents Preface Facets of Indian Advertising and Consumer Behaviour: An Introduction Mega Attitudes Towards Facets of Advertising: A Study of Men and Women Viewers' Perceptions Towards Prime Time TV Commercials Influence of Cinema Advertising on Attitudinal Change and Purchase Intensions Use and Effectiveness of Celebrity Endorsers in Advertising Messages Audience Perception, Motivation and Recall of Humorous Appeals in Advertisements Media Exposure, Media Effectiveness and Demographics A Content Analysis Study of Comparative Television Commercials The Role of Financial Advertising in Influencing Investment Decisions Selling Appeals, Demonstration Techniques and Basic Approaches Used in Audio Visuals Sex Role Portrayal of Women in Advertising: Effect on Company Image and Purchase Intensions A Woman's Place: An Analysis of Potrayal of Women in TV Commercials A Cross Cultural Study of Role Portrayals of Men and Women in the Advertisements of India and USA Modering Effect of Family Type on Husband and Wife Involvement in Purchase Decision A Study of Demographic and Psychographic Variables of Car Owners Measuring Consumer Satisfaction Through Importance Performance Analysis Index