The book introduction some basic notions about advertising and the role that they have played and are playing in business strategies. In modern time marketers are now faced with an interesting number of tactical option that must be efficiently and effectively applied ti an increasing number of product variations the brand. The concept of brand equity was identified as having the potential to provide guidance to marketers to help them to take such decision. The book is useful to B.Com., BBA, M.Com., and MBA students of Indian universities.