The history of advertising dates back to the early days of human civilization, when farmers, potters, artisans and craftsmen strained their vocal cords to promote their products. However, modern day mass media advertising began with the discovery of the printing press, when William Caxton came out with the first printed advertisement in English. Then, came the Industrial Revolution which fuelled the growth of mass media advertising, as manufacturers heavily used mass media advertising to create awareness to the customers about their products. With the passage of time, the role of modern day ad campaign has undergone a sea change. In a world of intense competition, an ad campaign is being made more and more accountable for sales. Hence, advertisers need to explore the upcoming trends in media and advertising management. They should examine the emerging media options, do a cost benefit analysis of the same to find out how best they suit their marketing objectives. Advertisers should also evaluate the recent approaches to advertising so that the campaign can successfully entice the customer to patronize their products.Keeping this in mind, the book has tried to capture some of the new trends in the field of media and advertising management, which will provide a framework that will help advertisers in crafting an effective ad strategy under various settings and contexts.
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