Contents: Preface. 1. Advertising. 2. The economic social and regulatory aspects of advertising. 3. Advertising agency management. 4. Managing client agency relation. 5. Mass media laws concerning advertising. 6. Advertising standards council of India (ASCI). 7. Evolution and history of public relations. 8. Theories of public relations. 9. The role of public relations in management. 10. PR tools. 11. Public relations PR in industry. Index.
This comprehensive book is designed to serve as a primary textbook for advertising and public relations programmes at both undergraduate and master's levels. The book concentrates on the uses and applications of research in advertising and public relations situation. Besides introducing the reader to the basics of in a single textbook it explores the issues and ideas of advertising and public relations that will prove invaluable source of knowledge for students of communication as well as practitioners who need to commission and apply research to their work problems in the field. (jacket)