Rapidly changing technology and customer behavior have prompted several changes in the world of advertising due to increased brand clutter, decreasing consumer attention and tough client requirements. Besides, with the coming of technologies like digital video recorders, the Internet, mobile communications, etc., the industry has created communication methods innovatively. This book is divided into two sections: The Transformation of Advertising and Recent Innovations in Advertising. They give insights into the causes of the change, Indian and global advertising scenario, emotional advertising, etc. and provide solutions and models for advertisers and marketers to develop communications for a constantly changing world.
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