features of paratextual advertising and all types of brand communication, practice, strategy and research. The book examines … interest in advertising and promotion, marketing, communication, business management, and branding"-- …"Providing new insights into the textual and paratextual character of brands and advertising, this innovative book …

improvement of marketing communication’s mix efficiency is by reallocation the leading role of advertising with public relations … environment. The most implemented tool for marketing communications – advertising, is losing its power for effective … communications; customers are becoming over-advertised and resistant to traditional advertising stimuli. Advertising, as one …