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The book has been documented in an authentic manner for graduate students of commerce and business management. The book has been written in very simple language for easier understanding. The text examines various aspects of promotion, advertising and branding as an abandon area of Integrated Marketing Communication. Text has been supported with cases and examples so that students may relate to the concept easily. Almost each chapter has been supplemented with the one case study and relevant exercises so that it might become easy for the students to appreciate the practical application of the subject matter.

Contents: 1. Introduction to advertising. 2. Advertising objectives, types and audience selection. 3. Setting advertising budget. 4. Message decisions and development. 5. Media choice and decisions. 6. Measuring effectiveness of advertising. 7. Media organisation and agency decision. 8. Social, ethical and legal aspects in advertising. 9. Branding concepts. 10. Brand management and brand strategy. 11. Creating and managing brand equity.