The Fifth Edition provides a perfect blend of state-of-the-art theory with current management practice and has been updated, to include current research and readings. The overriding objective of the book is to provide an approach to the management of advertising that is sophisticated, thoughtful and state-of-the-art, while being practical and relevant to real-world advertising planning, decision making and control. The book draws on and attempts to integrate three related disciplines: the behavioral sciences, marketing and advertising research and management science.