Synopsis Advertising is a management Function. While advertising is the event, advertising management is the whole process –a function of marketing starting from market research continuing through advertising management does not stop here. It goes further in regard to evaluation of the whole cost-benefits that were involved in the whole exercise. The present volume is written with the objective of giving students and practitioners the framework and knowledge with which to make more effective advertising decisions, and to communicate some of the excitement and vitality that characterizes the advertising business. It tries to pull together what we currently know about how advertising works, and to draw lessons from that knowledge for better advertising management.