Advertising

Advertising has become a great influence on our society helping it choose from a wide and impressive array of products and services which have flooded the market. Advertising and industry are supportive to each other and enjoy a symbiotic relationship. As a result, the advertising profession has received much importance and recognition as a career. Even students being absorbed by other functional areas of business like production, finance, personnel do need grounding in advertising and how it works for the overall benefit of the business and society. Though advertising is mostly pursued as a post-graduate course, the welcome feature is to study it at the graduate level. Though a few books are available for studying advertising at the post-graduate level, there was hardly any book in Indian market to cater to the needs of graduation students. Since these students are not exposed to marketing, marketing research and psychology, the book should summarize the concepts from these fields which have a bearing on advertising practice.