Marketing is a significant aspect of business management. It involves market research, targeting and segmentation, pricing and promotion strategies, developing a communications strategy, budgeting and setting long-term goals. Marketing practice is based on the marketing of product, sales, production, market orientation and societal marketing. Advertising is sponsored marketing in the form of audio or visual communication to promote the sale of a product, a service or an idea. It is communicated through various mass media platforms such as newspapers, magazines, television, social media, websites or blogs. The purpose of advertising is to convince customers that the product or service delivered is of the highest quality, enhance the brand or organization's image, create or establish the need for the product, or announce new products and programs. This book explores all the important aspects of advertising and marketing in the present day scenario. It will provide in-depth knowledge about the theory and practice of this field. This book is meant for students who are looking for an elaborate reference text on advertising and marketing.