interest in advertising and promotion, marketing, communication, business management, and branding"-- … features of paratextual advertising and all types of brand communication, practice, strategy and research. The book examines …

-way communication mass media tool is no longer effective as previously, hence can no longer fulfill the role of leading marketing mix … tool. Therefore, the necessity for altering the structure of the traditional marketing communication mix elements … improvement of marketing communication’s mix efficiency is by reallocation the leading role of advertising with public relations …