"I don't believe this book is the last word on advertising; I don't consider this book will be hailed as the messiah for students studying the art of communications. What I do believe is that this book is a simple and easy to understand the how-why-when of advertising.  Many books claim to do so but, evidently, few deliver. Certainly, there are books on aspects of advertising & communications, books that parse the subject and then elaborate. Mastering the basics takes a whilel"

Smarth Bali

Global Communications Specialist

"Long overdue, the book bridges the chasm between Advertising and practical insights into Consumer Behaviour, OTT Platforms, and Digital Apps in the 21st century; I commend Prabuddh for this very distinguished work for the industry and the university on one hand and the professional and layman alike."

Professor (Dr) Anoop Swarup

MSc, MS, MBA, PhD, PSC, FZSI, FAB, FWBI, FRSA

Founder Chair, Global Knowledge Alliance