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No. of pages: 56

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Abstract:

Today nobody can escape from the wide influence of mass media (newspapers, television, advertising, videos, films, billboards, music, movies, magazines, and the internet etc.). Among the whole marketing tools, advertising is distinguished for the continuing impact on the observer’s mind as its impact is broader. Basically advertisement is a tool of the promotional mix that includes the 4p’s of the marketing mix (Product, Price, Place and Promotion). Nowadays, advertisement is a great source for promoting the business in the whole market. The consequences of advertisement continue to accelerate every year. Advertisement is used to build up the product’s strong image in the consumer’s mind. Advertising has become a vital issue and Kotler pointed out that appeal of advertising is the main idea of an advertisement, and to get the attention of the audience. Now in the twenty first century the messages can be delivered by different modes of media that consist of newspaper, radio, magazines, mail order, direct mail, outdoor displays, etc.