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In today’s media landscape where it’s very difficult to shape consumers attitude and intentions and move them to next level of buying process, advertisers find it even more difficult and challenging to break through the clutter of competing advertisement. The advertising industry has experienced dynamic changes over the last several decades. The changes have been good in terms of Technology advancement, Medium and more methods to attract consumers and on Creativity. Advertising is an instrument of information and persuasion. As per one definition “Advertising is the non-personal communication of information usually paid for and usually persuasive in nature about products, services or ideas by identified sponsors through the various media”.

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Thomas, J., & Basariya, D. S. R. (2019). An Evaluation on Advertisement Cost By The Soft Drink Company. Restaurant Business, 118(12), 571-579. Retrieved from