Advertising theory and practice

The book starts with an overview that spans over the basic essence and inception of advertising and slowly the author migrates into the concept of advertising and how it got matured over the time. These are illustrated by examples of advertisments released in few decades. The book targets on fundamnetal advertising principles which need to be understood like Knowledge of the consumers, products or markets. There is a breif stint with creative startegies that can be used to gather response to advertising. The author also touches media planning in significant detail. To some extent an attempt has been made to quantify the advertisng results.Overall an interesting reading as it provides sufficient insight to advertising as a subject and there are examples that help understanding betteer.