Today the world of advertising is going through dramatic changes. No longer is winning awards for creativity a sufficient reason for spending millions of dollars on advertising.
Modern advertising is led by objectives and implemented through carefully designed strategies.
Its strengths include an emphasis on the voices of real practitioners which are interwoven with the practical and theoretical lessons. Accountability is the byword as we approach the twenty-first century. Thus effectiveness is a continuing thread throughout this book. Introduction to Advertising 2. Advertising and the Marketing Process 4.