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The main aim of advertising is to create demand for products and services. This book is a comprehensive collection of different aspects of advertising. Through an innovative and modern approach the book deals with a prodigal approach to advertising management. Numerous concrete techniques and technologies gives readers a simulate frame work of advertising in practice and provide an understanding of fundamentals and problem solving methods to face the challenges of advertising in 21st century.

Contents: 1. Introduction. 2. Concept of advertising. 3. Advertising in ancient times. 4. Legal framework of advertising. 5. Advertising media. 6. Advertising agency. 7. Advertising budget. 8. Advertising, product differentiation and trademarks. 9. Advertising and the marketing process. 10. Measuring advertising effectiveness. 11. Advertising scheduling. 12. Campaign planning. 13. Creativity in advertising. 14. Components of an advertising copy. 15. Consumer behavior and advertising. 16. Attitude. 17. Uses and abuses of advertising. Index.