J. ManaklataRahul Sachdev2023-12-152023-12-152002001026001027http://ir.mica.ac.in/handle/123456789/4891iv, 64p.en-USattributesreactionstarget audiencemeasure effectivenessrecalladvertisers reactionkind of productsadvertising needsumbrella brandingidentification of booksThesis