The appearance and layout of your MS Word RTF output is controlled entirely by the options in the following location:
•Configuration > Publishing Options > MS Word RTF
All other settings are irrelevant for Word RTF output. Also, please note that Word RTF is a deprecated and rather limited format that is only provided for backward compatibility. It is not very useful as a documentation format and should be avoided if possible. Adobe PDF is always preferable unless you have a specific application for which RTF is an absolute requirement.
See also: