Contents: Preface. 1. Introduction to advertisement. 2. Institutions of advertising management. 3. Planning through media. 4. Advertising budget process. 5. Layouts for advertisements. 6. Selection of media. 7. Plans for publicity. 8. Consumer research. 9. Promotional mix. 10. Advertising and customer behaviour. 11. Planning of advertising campaign. 12. Attitude of consumer and change. 13. Advertising in magazines and newspaper. Index.

"Advertising consists of those activities by which usual and oral messages are addressed to selected public for the purpose of informing and influencing them to by the products or services or to act or to be inclined favourably towards ideas, persons, trademarks or institutions featured. As contrasted with publicity and other forms of propaganda, advertising messages are identified with the advertiser either the signature or oral statement, further advertising is a commercial transaction involving pay to publishers, broadcasters on others whose media employed.

Advertising broadens the knowledge of the consumer. With the aid of advertising, consumer find and buy necessary products without waste of time. This speeds up the sales of commodities; the efficiency of labour in distribution increases; and the cost of selling diminishes, it is an accepted fact that without market stimulus of heavy advertising, consumers might have waited another sixty years for the product evolution that took place in less than ten years--it took, after all, over sixty years from the invention of the safety razor before the first acceptable stainless steel blade appeared in the market." (jacket)