(1) Carmichael E. Steve Jobs' amazing marketing strategy. YouTube. https://www.youtube.com/watch?v=kshIWIc15yg. Published 2014. Accessed August 26, 2018.

(2) Arens WF, Weigold MF, Arens C, Arens WF. Contemporary Advertising and Integrated Marketing Communications. McGraw-Hill Irwin; 2011.

(3) Rauf A. Dalda: the essence of motherhood - The Dawn Of Advertising (1947-2017) - Aurora. Aurora. https://aurora.dawn.com/news/1142969. Published 2018. Accessed August 27, 2018.

(4) Caples J. Tested Advertising Methods. 5th ed. (Hahn FE, ed.). Prentice-Hall, Inc.; 1997. https://www.scribd.com/document/3637589

            19/tested-advertising-methods-john-caples-pdf. Accessed August 27, 2018.

(5) Cao H, Folan P. Product Life Cycle: The Evolution of a Paradigm and Literature Review from 1950-2009.  Beijing; 2009.

            https://core.ac.uk/download/pdf/43094919.pdf. Accessed September 4, 2018.

(6) Living Better Media. Product Life Cycle Stages. Living Better Media. http://productlifecyclestages.com/. Published 2018. Accessed September 5, 2018.

(7) Ogilvy D. Ogilvy on Advertising. Vintage Books; 1985.

(8) Khan M. Consumer Behaviour and Advertising Management. New Delhi: New Age International (P) Ltd., Publishers; 2006. doi:10.15713/ins.mmj.3

(9) Ogilvy D. Ogilvy on Advertising. Vintage Books; 1985.

(10) Crain R. How Al Ries Positioned the Positioning Concept. AdAge. http://adage.com/article/print-edition/al-ries-

            positioned-positioning-concept/305968/. Published 2016. Accessed February 3, 2018.

(11) Ries A, Trout J. Positioning?: The Battle for Your Mind. McGraw-Hill; 2001.

(12) Al Ries. Long Slogans Are Absolutely, Positively More Effective Than Short Ones.  Ad Age.

            http://adage.com/article/al-ries/long-slogans

            -absolutely-positively-effective-short/145755/. Published 2010. Accessed August 30, 2018.

(13) Shahnawaz Zaidi, Interview with researcher, August 30, 2018.

(14) Al Ries. Long Slogans Are Absolutely, Positively More Effective Than Short Ones.  Ad Age.

            http://adage.com/article/al-ries/long-slogans

            -absolutely-positively-effective-short/145755/. Published 2010. Accessed August 30, 2018.

(15) ibid

(16) Trending VIDEO ZONE. Mughal Steel TVC 2018.  YouTube. https://www.youtube.com/watch?v=B7sj9WPVsOs. Published 2018. Accessed September 4, 2018.

(17) Mughal Steel. Mughal Steel TVC 2017. YouTube. https://www.youtube.com/watch?v=KsTP5H31fYo. Published 2017. Accessed September 4, 2018.

(18) Hasan Raza. Mughal Steel. YouTube. 2018.

            https://www.youtube.com/watch?v=hdC4Bw46pTE. Accessed September 4, 2018.

(19) Pakistan Status. Shan Masala New ad 2018. YouTube. https://www.youtube.com/watch?v=RPHoLU3ZvE4. Published 2018. Accessed September 5, 2018.

(20) Khan R. Pakistani man makes biryani for in-laws, ad goes viral. Gulf News. https://gulfnews.com/news/asia/pakistan/

            pakistani-man-makes-biryani-for-in-laws-ad-goes-viral-1.2252145. Published 2018. Accessed September 5, 2018.

(21) Fun Freaker. K&N's Smart Cooking App. YouTube. 2018. https://www.youtube.com/watch?v=5LGYSyyLPFE. Accessed September 4, 2018