Advertising is a form of communicge that includes the name of the product or service and how that product or service could potentially benefit the consumer. Advertising often attempts to persuade potential customers to purchase or to consume a particular brand of product or service. Modern advertising developed with the rise of mass production in the late 19th and early 20th centuries. Commercial advertisers often seek to generate increased consumption of their products or services through branding, which involves the repetition of an image or product name in an effort to associate related qualities with the brand in the minds of consumers. Different types of media can be used to deliver these messages, including traditional media such as newspapers, magazines, television, radio, billboards or direct mail. Advertising may be placed by an advertising agency on behalf of a company or other organization. This book will prove beneficial to the students, teachers and researchers in the field of this subject. Contents: Introduction; Advertising and Marketing; Corporate Advertising; Strategic Advertisement Planning; The Basics of Market Research; Research Methodologies; Qualitative Research; Quantitative Research; Sampling; Questionnaire Design; Reporting and Communicating Findings.
