Description

The introduction explains that advertising and promotion are important elements of modern marketing communication, helping organizations create awareness, communicate value, build brands, and influence consumer behaviour. The authors present advertising as more than a simple business tool; it is also a cultural and social practice that shapes meanings, identities, and relationships between brands and audiences. The book introduces the importance of understanding strategy, creativity, media choices, consumer responses, and the wider social effects of promotional activities. It aims to provide students with a critical understanding of how advertising works by combining marketing theory, industry examples, and perspectives from fields such as media studies and sociology.