Browsing by Author "A, Anu Ranjana"
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Analysis of brand ~ anti-advertising fit
A, Anu Ranjana; A, Prasanthkumar (Indian Institute of Management Ahmedabad, 2022)An average modern consumer is exposed to more than 5000 ads on daily basis. In a quest to making impressions & securing consumer attraction, over the years, brands have been exploring multiple channels to reach end users. ...