Advertising has today become an indispensable marketing tool of the
corporate world. The advent of the Internet, e-commerce, desktop
publishing and computer-aided designing has revolutionized the
advertising world. This book provides an in-depth coverage of the
concepts related to advertising, media planning and creativity in
advertising. Divided into five parts, the text covers all the
important aspects of advertising, including the changing face of
the advertising world, web advertising and the concept of
Integrated Marketing Communications (IMC). It describes, in detail,
how to develop and execute an effective advertising campaign by
understanding consumers' mind and conducting advertising and media
research. It enables the reader to assess, review and modify an
advertising campaign or a media plan.
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