The managerial process which is designed to control and oversee the diverse advertising activities involved in a program to communicate with a company's target market is known as advertising management. It is an integral component of a firm's promotional mix, and works in close association with the overall marketing communications program. There are different types of advertising which are managed within this field such as brand advertising and corporate advertising. Brand advertising is a non-personal message which is placed in a mass medium to persuade the target audience to purchase a product or service. Corporate advertising seeks to convey the company's values in order to influence public opinion. The topics included in this book on advertising management are of utmost significance and bound to provide incredible insights to readers. It covers in detail some existent theories and innovative concepts revolving around this field. This textbook is appropriate for students seeking detailed information in this area as well as for experts.

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