Kunjesh PariharShelly Sinha2023-12-152023-12-1520000067200673http://ir.mica.ac.in/handle/123456789/477681p.en-USmedia planningtheoriesmodelseffective frequencyfactor/variables influence frequencyuse of models of effective frequency by various agenciesA study of the theories, models and practices used in the agencies to arrive at effective frequencyThesis