Modern Advertising Management plays an important and vital role in the economies of all modern societies. The book represents the society of the cosequently, it is an ever-changing process representing new products, services, supplies and demand, coupled with the new media and techniques for communicating the exchange situation. The advertising world was open to overseas brands and multinational tie-ups, while on the other hand political instability at the centre provided the inevitable challenge to a basic business subject and its range of subject matter will enlighten both those seeking a career. The study of advertising gives students regardless of their major many valuable tools to use in any subsequent profession.

Table of Contents:
Foreword Preface 1. The nature, functions and scope of advertising 2. Advertising, Marketing and consumer behaviour 3. Categories of Advertising 4. The advertising business agencies and client relationship 5. Advertising budgeting 6. Outdoor and transit advertising 7. Local and Non-commercial Advertising 8. An advertising campaign 9. Globalisation in advertising 10.The communication process 11.Sales promotion: concept, Types and objectives 12.Promotional Stategies 13.Brand and packaging 14.Media planning and stretegy 15.Role of electronic media in advertising 16.Role of print media in advertising 17.Direct mail 18.Creative execution:art, copy, and buying print media 19.Public relations 20.Futuristic scenario of advertising in India Glossary Index