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Synopsis Advertising is a critical element for successfully establishing, positioning, repositioning or growing a brand. One can almost say that effective advertising is a prerequisite in today's competitive business scenario. For manufacturers and service providers, it helps generate and spread awareness. Customers benefit from advertising, as they are provided with information on features of existing products and launch of new products. Trade partners are also benefited by advertising, in terms of sales generated. In the present era of over communication, the target audience is averse to more exposure to commercial messages and advertisers are eager to extract maximum value from their ad spends. But, changing lifestyles of the target audience coupled with proliferation of the media channels imply creative deployment of media and devising more effective advertisng plans. This means pre-testing the messages, using highly targeted media, getting creative in dissemination of communication messages and devising metrics to measure results. A paradigm shift took place in the prevailing advertising practices from mere usage of traditional media to judicious mix of traditional and new media choices. It signifies usage of web and Internet technologies, blogs, E-mails, viral marketing techniques, apart from print and electronic media. The new media habits of the audience, however, pose new challenges to the advertisers. This book "Effective Advertising" focuses on current practices of advertising professionals. The book, divided into two sections, covers effective advertising approaches and experiences. It is so designed as to be useful for students, research fraternity and practicing executives.