Introduction to Advertising

Readings in Mass Communications aims to provide the reader with some knowledge on advertising, Public Relations and various facets of mass communication including the new media. The knowledge is useful to the beginning learner as well as advanced learner and teachers in the field of advertising and mass communication. One is able to get a wide range of themes and concepts being discussed in mass communication when one reads this book. The language is simple so that the initial learner will learn it without difficulty. This book would cater to the syllabi of Bachelor of Journalism and Mass Communication, Bachelor of Mass Communications undergraduate Courses in visual communication and electronic media, diploma courses in advertising and journalism and or mass communication. It would also serve as refresher for MJ, MA Communication and MA Mass Communication courses offered by the college and universities across India. This book would also be useful to IEC Consultants, Media Officers, Public Relations Officers, communication Officers and the like and also to personnel involved in advertising, PR and Communications businesses. Written in a simpler language, this would add to the existing knowledge and to provide new knowledge in the subject to those who are eager in learning. The introduction of new technology and the newer media have affected the mass communication media and too and new media are in vogue now more than ever. They are slowly replacing mass media and there is a convergence of mass media with newer forms of communication. Previously mass media cannot get frequent feedback and the feedback are delayed. Thus, it is hoped that this book will be useful to one and all. There is nothing more to say much in this connection.