Contents: Preface. 1. Introduction. 2. Uses and abuses of advertising. 3. Types of advertising. 4. Setting advertising objectives. 5. Consumer behaviour and advertising. 6. Marketing communication process. 7. Perception, learning and diffusion processes of communication. 8. Communication mix. 9. Creativity in advertising. 10. The campaign planning. 11. Various media of advertising. 12. Media planning. 13. The advertising scheduling. 14. Measuring advertising effectiveness. 15. Advertising and the marketing process. 16. The advertising budget. 17. Production of print and broadcasting advertising. 18. The advertising. 19. Public Relations in India. 20. A glossary of advertisement terms. Bibliography.

"This comprehensive book on advertising management is intended to benefit the practitioners and the laymen alike and it is hoped that it will prove useful to all concerned in promoting healthy and creative advertising management. Advertising today, has assumed another vital dimension. It had become the main stay of the media. Both, the print and the electronic media depend upon it for their survival. Some of the media outlets run exclusively on it. It has therefore proved to be a boon to the readers, the viewers and the listeners of the media in that, it makes the media available to them either free or cheap. Since the media helps in keeping people informed on matters of public importance, advertising indirectly helps inform participation of the people in the affairs of the society. The book "Advertising Management" fills the gap for there is paucity of books on this subject." (jacket)