. Case examples are used to illustrate the power of advertising to portray brand 'personalities' in terms that resonate with …This detailed and insightful text explains how advertising comes to cast its shadow over contemporary consumer culture …

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 …