ADVERTISING

[Link] (Business Management) — Semester IV

COMPACT NOTES — NEP 2020
Module I: Fundamentals of Advertising
Module II: Creativity, Production, Regulation & Ethics
Chapter 1: Introduction to Advertising
1.1 Definition of Advertising
Philip Kotler: Advertising is any paid form of non-personal presentation and promotion of ideas, goods or
services by an identified sponsor.
William J. Stanton: Advertising consists of all activities involved in presenting a non-personal, paid message
to attract attention and persuade people to buy.

1.2 Key Features of Advertising

• Paid Form of Communication – advertiser pays and controls content
• Non-Personal & Mass Communication – uniform message, no face-to-face interaction
• Identified Sponsor – company/brand is always known and accountable
• Persuasive in Nature – influences attitudes, emotions, and buying decisions
• Use of Various Media – newspapers, TV, radio, social media, hoardings
• Creative & Imaginative – uses colour, music, storytelling, graphics
• Creates Awareness & Information – informs about products, offers, changes
• Brand Building – builds identity, differentiates, builds long-term loyalty
• Wide Reach & High Coverage – national/global reach via TV, radio, digital
• Part of Promotion Mix – supports marketing objectives alongside personal selling

1.3 Evolution of Advertising

• Ancient Period: Oral announcements, town criers, symbols (e.g., pot = pottery shop)
• Medieval Period (10th–15th C): Handwritten notices, painted posters, market fairs
• Early Modern (15th–18th C): Printing press (Gutenberg, 1450); flyers, handbills, newspaper ads
• Industrial Revolution (18th–19th C): Bulk production, ad agencies, trademarks, slogans
• 20th Century – Mass Media: Radio (1920s), Television (1950s), outdoor & print expansion
• Internet Age (1990s): Banner ads, email campaigns, global reach, customer data collection
• 21st Century – Digital Era: Social media, influencers, AI/analytics, SEM/SEO, personalized ads

1.4 Advertising as an Art of Persuasion

Advertising persuades through: Emotional Appeal, Celebrity Endorsements, USP highlighting, Logical/Rational
Appeal, Repetition, and Storytelling.
• Influencing Consumer Attitudes – shapes thoughts and feelings towards a brand
• Creating Desire – beyond information, makes customer feel a need
• Unique Selling Proposition (USP) – highlights what makes the brand superior

1.5 Role of Advertising

In Business
• Creates demand, introduces new products, builds brand, expands market reach
• Supports sales & distribution, increases profitability, strengthens competitive position
For Consumers
• Provides information, awareness of new products, helps rational decision-making
• Protects interests, saves time, enhances confidence, provides entertainment
In Society & Economy
• Social awareness (health, safety, gender equality), cultural development, employment generation
• Encourages mass production, stimulates economic activity, promotes competition, builds consumer markets

1.6 Types of Advertising (Quick Reference)

• Product Advertising: Informative / Persuasive / Reminder
• Institutional: Promotes company image/goodwill, not specific product
• Comparative: Highlights superiority over rivals (must be fair & factual)
• Social / Public Service: Government/NGO-sponsored; health, environment, safety themes
• Digital: Social media, SEM, email, influencer, video, programmatic, e-commerce ads
• Outdoor (OOH): Billboards, bus shelter, transit, wall paintings, LED screens
• Broadcast: Television (mass impact) + Radio (economical, rural reach)
• Print: Newspaper, magazine, leaflets, catalogues, flyers
• Retail / POP: Window displays, in-store banners, standees – influences impulse buying
• Surrogate: Promotes alternate product under restricted brand (e.g., alcohol → soda)
 • Advocacy: Promotes a cause or organization's viewpoint
• Celebrity: Uses actor/sports star endorsement for credibility & recall
• Co-operative: Cost shared by manufacturer & retailer

1.7 Advertising Communication Process

Sender: Advertiser/company that initiates communication
Encoding: Converting idea into message via words, images, symbols, music
Message: Actual ad content – informational, persuasive, emotional, or reminder
Media (Channel): Platform to transmit: print, electronic, digital, outdoor
Decoding: Receiver interprets message based on experience, culture, beliefs
Receiver: Target customers – individuals, households, specific groups
Feedback: Response measured via sales data, surveys, social media metrics
Chapter 2: Advertising Models
2.1 SMART Advertising Objectives
S – Specific: Clear, focused goal (e.g., 'Increase awareness of herbal shampoo among college students in
Mumbai')
M – Measurable: Quantifiable via sales data, surveys, web traffic (e.g., 'Increase website visits by 20%')
A – Achievable: Realistic given resources and budget
R – Realistic/Relevant: Aligned with overall marketing strategy and market conditions
T – Time-bound: Clear deadline (e.g., 'within six months')
Example: 'Increase brand awareness of herbal soap by 30% among women aged 18–35 in Mumbai within six
months through social media and outdoor advertising.'

2.2 AIDA Model (E.K. Strong – Behavioural Model)

A – Attention: Grab consumer focus using bold visuals, celebrities, jingles, striking headlines
I – Interest: Highlight unique features/benefits to sustain attention (e.g., camera specs for smartphones)
D – Desire: Emotional appeal, demonstrations, lifestyle portrayals to make consumer want the product
A – Action: Call-to-action (CTA): 'Buy Now', 'Order Online', 'Visit Store' → converts desire into purchase
• Sequential model: Attention → Interest → Desire → Action
• Both rational (facts) and emotional (desire) appeals used at different stages

2.3 DAGMAR Model (Russell Colley)

DAGMAR = Defining Advertising Goals for Measured Advertising Results. Emphasizes measurable, stage-by-
stage results.
Awareness: Consumer becomes aware a product/brand exists
Comprehension / Knowledge: Consumer learns product features, uses, and benefits
Conviction: Consumer develops favourable attitude; persuaded by endorsements, testimonials
Action: Consumer purchases the product or takes desired step

2.4 Hierarchy of Effects Model (Lavidge & Steiner, 1961)

6 stages across 3 levels: Cognitive (thinking) → Affective (feeling) → Conative (doing)
• Cognitive Level: 1. Awareness → 2. Knowledge
• Affective Level: 3. Liking → 4. Preference
• Conative Level: 5. Conviction → 6. Purchase (Action)
Key point: Advertising is a gradual process, not an instant sale tool.
Chapter 3: Functions of an Ad Agency
3.1 Definition
Advertising Agency: A specialized organization that plans, creates, and executes advertising campaigns on
behalf of clients; acts as link between advertisers and consumers.

3.2 Functional Departments

• Client Service / Account Management – links agency with client; takes briefs, coordinates
• Creative Department – copywriters, art directors; generates ideas, visuals, slogans, scripts
• Media Planning & Buying – selects and purchases best media at lowest cost
• Research Department – surveys market, consumer behaviour, competitor analysis
• Production Department – converts ideas into final TV ads, banners, digital content
• Finance & Accounts – budgets, billing, payments, financial records
• Traffic Department – schedules workflow, monitors deadlines, prevents delays
• Digital Marketing Department – social media, SEM, SEO, analytics
• Public Relations (PR) Department – press releases, events, media interactions, crisis management

3.3 Types of Advertising Agencies

• Full-Service Agency – all services under one roof
• Creative Boutique – specialized in creative concepts only
• Media Buying Agency – selects and purchases media; no ad creation
• Digital Advertising Agency – SEO, SEM, social media, analytics
• In-House Agency – internal advertising team within company (e.g., Reliance, Tata)
• Social Media Agency – Instagram, Facebook, YouTube campaigns
• PR Agency – image management, crisis communication
• Specialized Agency – focuses on one industry (healthcare, education, FMCG)
• Outdoor Advertising Agency – billboards, hoardings, transit ads

3.4 Measures for Gaining Clients

• Offer creative & innovative ideas
• Provide quality, professional work on time
• Build strong client relationships
• Competitive pricing & flexible packages
• Strong portfolio showcasing past work
• Participate in industry networking events
• Deliver measurable, data-backed results

3.5 Reasons for Losing Clients

• Poor quality of creative work
• Failure to meet deadlines
• Poor communication & relationship management
• Overcharging or high costs
• Inconsistent performance
• Lack of understanding of client needs
• Outdated techniques; not using digital trends
• Ethical issues / misconduct

3.6 Evaluation Criteria for Selecting an Agency

• Creative ability & portfolio quality
• Experience & expertise in relevant industry
• Range of services offered
• Media planning & buying skills
• Reputation, awards, past client feedback
• Financial stability & billing transparency
• Quality of client servicing
• Use of modern technology & digital skills
• Cost-effectiveness & value for money
3.7 Methods of Advertising Budgeting
Percentage of Sales: Fixed % of current/expected sales (simple, but low in lean times)
Affordable Method: Spend what's left after other expenses (may under-fund)
Competitive Parity: Match competitors' advertising spend
Objective & Task Method: Set objectives → calculate cost of tasks → sum = budget (most scientific)
ROI Method: Budget based on expected return from advertising
Unit of Sales Method: Fixed amount per unit planned to sell
Historical Method: Based on previous year's expenditure ± adjustments
Experimentation Method: Trial different budgets in different markets; compare results
Chapter 4: Media Planning
4.1 Definition
Media Planning: Strategic selection, scheduling, and use of media channels to communicate an advertising
message effectively to target audiences while optimizing budget.

4.2 Classification of Media

I. Indoor Media
• Posters & Wall Displays – malls, stores, cinema halls
• Point-of-Purchase (POP) – shelf talkers, danglers, counter displays near product
• Standees & Banners – at entrances of malls, theatres, exhibitions
• Digital Screens / LED Displays – inside airports, malls, restaurants
• Transit Indoor Ads – inside buses, trains, metro coaches
II. Outdoor / OOH Media
• Billboards / Hoardings – highways, main roads, rooftops (mass brand awareness)
• Bus Shelters & Bus Panel Ads – continuous daily exposure
• Transit Media – autos, taxis, metro, airport trolleys
• Wall Paintings / Murals – cost-effective, long-lasting; rural/semi-urban areas
• Flyover & Bridge Branding – pillars, underpasses
• Street Furniture – benches, lamp posts, kiosks
III. Digital Media
• Social Media Advertising – Instagram, Facebook, YouTube (targeted by age, location, interests)
• Search Engine Marketing (SEM) – paid ads on Google using keywords
• Display Ads – banner ads, pop-ups on websites and apps
• Email Marketing – newsletters, offers to customers
• Mobile Advertising – apps, push notifications, SMS
• Influencer Marketing – social media influencers promote to followers
• Video Advertising – YouTube, OTT platforms (Hotstar, SonyLIV)
• Programmatic Advertising – automated, AI-driven, data-based ad placement
• E-commerce Ads – Amazon, Flipkart, Myntra sponsored products

4.3 Media Selection Criteria

• Target Audience Characteristics – age, gender, income, lifestyle, media habits
• Advertising Objectives – awareness → TV/digital; information → print/digital
• Nature of Product – visual products need TV/digital/outdoor
• Reach & Frequency Requirements – mass reach vs repeated exposure
• Cost & Budget – CPM, cost-effectiveness, ROI
• Media Availability & Coverage – local/regional/national/global
• Media Credibility & Image – trusted media enhances brand credibility
• Timing & Flexibility – seasonality, quick updates via digital
• Competitive Environment – avoid clutter; choose less crowded media for recall
• Measurability & Feedback – digital provides real-time data

4.4 Media Objectives

Reach: Total number of different people/households exposed to an ad at least once in a specific period
Frequency: Number of times the same person is exposed to an ad within a given time frame
GRP (Gross Rating Points): GRP = Reach × Frequency. Measures total campaign weight/exposure (e.g.,
Reach 40% × Frequency 3 = GRP 120)

4.5 Measuring Media Effectiveness

• Reach Analysis – how many people saw the ad
• Frequency Measurement – how many times same audience saw ad
• GRP – overall campaign strength
• CPM (Cost per Thousand) – cost to reach 1,000 people; lower = more economical
• CPRP (Cost per Rating Point) – cost per 1 rating point on TV/radio
• Audience Engagement – likes, comments, shares, clicks (digital)
• Sales Response / Conversions – purchases after seeing the ad
 • Recall & Recognition Tests – remember (unaided) vs identify (recognition)
• ROI – profit generated vs advertising spend

4.6 Post-Campaign Analysis

Evaluates performance after campaign ends to improve future efforts.
• Measuring campaign reach & frequency vs planned targets
• Assessing audience engagement & response
• Sales & conversion analysis (pre vs post campaign comparison)
• Budget utilization review (CPM, CPL, overall ROI)
• Brand awareness & recall studies (surveys)
• Media performance comparison (TV vs digital vs print)
• Preparing final report with data, insights & recommendations
Chapter 5: Advertising – Creative Process
5.1 Definition
Advertising Creativity: The ability to develop original, meaningful, and engaging ideas that capture
audience attention and communicate a brand message effectively, balancing creativity with consumer
insights and brand positioning.

5.2 Generating Creative Ideas

• Understand the product & brand (features, USP, personality)
• Know the target audience (needs, emotions, lifestyle)
• Conduct market & competitor research
• Brainstorming sessions – free idea sharing without criticism
• Creative techniques: Mind Mapping, SCAMPER, storytelling, role-playing
• Develop a Unique Selling Proposition (USP)
• Create multiple concepts & variations
• Test ideas with sample audience
• Refine & finalize the creative concept

5.3 Role of Art Director

• Develops the overall visual concept (look, tone, mood)
• Designs layouts & storyboards (scene planning, camera angles)
• Selects colours, fonts, and images
• Works closely with copywriter (visuals + words)
• Guides photographers, designers, video producers
• Ensures brand consistency across all media
• Reviews & refines final artwork before release
• Adapts designs for multiple media formats

5.4 Role of Copywriter

• Creates headlines, taglines & slogans
• Writes ad copy (features, benefits, USP in persuasive language)
• Scriptwriting for TV, radio & digital video ads
• Collaborates with art director (text + visual alignment)
• Adapts content tone for different platforms
• Maintains brand voice & consistency
• Tests & refines copy based on feedback

5.5 Writing Effective Headlines

• Short & simple – conveys main message in seconds
• Grabs attention – bold statements, questions, power words (Free, New, Secret)
• Highlights key benefit – 'Whiter Teeth in 7 Days'
• Relevant to target audience
• Use of numbers/statistics – 'Save 50%', 'Join 10,000 Happy Customers'
• Pose a question – 'Are You Ready to Upgrade Your Lifestyle?'
• Align with brand tone (luxury → elegant; youth → casual/trendy)

5.6 Body Copy & Slogans

Body Copy
• Explains product/service in detail
• Highlights benefits, not just features
• Includes a clear Call-to-Action (CTA): 'Buy Now', 'Call Today'
• Maintains consistent brand tone; clear & concise
• Supports headline & visuals
Slogan
Slogan: Short, memorable phrase capturing brand essence (usually 3–7 words)
• Nike: 'Just Do It' | Apple: 'Think Different' | L'Oréal: 'Because You're Worth It'
• Must highlight brand promise/USP, be catchy, timeless, and evoke emotion
5.7 Storytelling Techniques
• Problem-Solution – shows problem then product as solution
• Emotional Appeal – happiness, nostalgia, fear, love
• Testimonial / Real-Life Stories – authentic experiences build credibility
• Hero's Journey – athlete overcomes challenges with the brand's help
• Humour / Entertaining Stories – friendly, relatable brand feel
• Slice-of-Life – everyday situations featuring the product
• Visual Storytelling – images, videos, animations tell story without heavy text
• Multi-Platform Storytelling – story extends across TV, social media, apps

5.8 Persuasive Language & Style

• Action-oriented words: 'Discover', 'Boost', 'Transform', 'Unlock'
• Emotional appeal: happiness, fear, love, pride, security
• Clarity & simplicity – everyday words, short sentences
• Repetition – reinforces brand recall ('Just Do It')
• Rhetorical questions – 'Why settle for less?'
• Bandwagon/Social Proof – 'Join millions of happy customers'
• Direct address – 'You deserve the best'
• Urgency/Scarcity – 'Limited Offer', 'Only Today', 'While Stocks Last'
Chapter 6: Advertising Design & Production
6.1 Layout & Design Principles
Balance: Symmetrical (mirrored) or asymmetrical (balanced by size/colour/weight) arrangement for visual
stability
Contrast: Differences in colour, size, font to make key elements stand out
Hierarchy / Emphasis: Most important element noticed first: Headline → Visuals → Body Copy → CTA
Alignment: Elements along a common line for clean, organized appearance
Proximity / Grouping: Related elements placed close together; unrelated elements separated
Repetition / Consistency: Consistent colours, fonts, styles across campaign for brand recognition
White Space / Negative Space: Empty areas that prevent overcrowding and improve readability
Focal Point: Main element that captures attention first
Flow / Eye Movement: Guides eyes: Headline → Visual → Body Copy → CTA

6.2 Use of Colour & Typography

Colour
• Blue – Trust & reliability (banks, tech)
• Green – Nature & freshness
• Red/Yellow – Attention & urgency (sales, food)
• Black – Luxury & sophistication
• Cultural context: White = purity (West); mourning (some Asian cultures)
Typography
• Serif fonts – Traditional, sophisticated (luxury, formal products)
• Sans-serif fonts – Modern, clean (tech, minimalist brands)
• Establishes hierarchy, improves readability, strengthens brand identity

6.3 Production Process

1. Pre-Production (Planning)
• Scriptwriting – dialogue, narration, tone, headlines, body copy
• Storyboarding – visual representation of each scene/frame
• Casting & Crew Selection – actors, models, directors, photographers
• Location Scouting & Set Design
• Budgeting & Scheduling
2. Production (Execution)
• Shooting / Filming – camera crew captures visuals per storyboard
• Photography – for print/digital ads
• Recording Audio / Voiceovers – music, sound effects, dialogues
• Direction & Supervision – ensures visual style matches concept
3. Post-Production (Finalization)
• Video/Audio Editing – cutting, arranging, sequencing footage
• Special Effects / Animation – CGI, motion graphics
• Colour Correction / Retouching
• Finalizing Text & Graphics – logos, headlines, brand colours
• Review & Approval – by creative team, client, brand managers
• Preparing for Distribution – formatted for TV, digital, print, outdoor

6.4 Pre-Test & Post-Test Methods

Pre-Test Methods (before release)
• Focus Groups – small target audience group discusses ad reactions
• Surveys / Questionnaires – structured questions on appeal & clarity
• Portfolio Tests – ad embedded in portfolio; recall measured
• Theatre / Field Tests – controlled viewing environment, observation
• Physiological Measures – eye-tracking, heart rate, galvanic skin response
Post-Test Methods (after release)
• Recall & Recognition Tests – unaided recall vs prompted recognition
• Attitude & Opinion Surveys – measures change in consumer perception
• Sales Analysis – pre vs post campaign sales comparison
• Tracking Studies – continuous monitoring of web visits, inquiries
• A/B Testing / Split Testing – compares different ad versions
Chapter 7: Advertising Regulation
7.1 Legal Framework of Advertising
Consumer Protection Act, 2019: Protects consumers from false/misleading ads; allows complaints; holds
companies accountable for unfair trade practices
ASCI Code: Self-regulatory code ensuring truthfulness, decency, honesty, social responsibility
Legal Restrictions: Tobacco ads banned on TV/print; pharma ads must be accurate; alcohol heavily
restricted
IPR (Intellectual Property Rights): Advertisers must not use copyrighted music, images, logos without
permission
Comparative Advertising Rules: Comparisons must be fair, truthful, verifiable; not misleading or
disparaging
Children's Advertising: Restricted – cannot mislead, encourage unhealthy behaviour; junk food ads
restricted during children's TV hours
Digital Advertising Regulations: IT Act, 2000 & ASCI digital guidelines; regulates fake reviews, data
misuse, misleading claims

7.2 Ministry of Information & Broadcasting (MIB)

Government body responsible for regulating electronic media (TV, radio, digital platforms) content.
• Monitors TV ad time, frequency, and content type
• Enforces ASCI guidelines on electronic media
• Grants licenses to TV/radio channels; monitors programming
• Regulates children's content – restricts junk food ads during kids' shows
• Creates & broadcasts public service messages (Swachh Bharat, Digital India)
• Monitors political/sensitive ads during elections
• Handles complaints; can order removal or modification of ads

7.3 ASCI – Advertising Standards Council of India

Formation: Established in 1985 by Indian advertising industry (advertisers, agencies, media organizations)
ASCI Code: All ads must be truthful, honest, decent, fair – no misleading, offensive, obscene, discriminatory
content
• Monitors print, TV, digital, radio, outdoor media
• Handles consumer/competitor complaints; can recommend modification or withdrawal
• Pre-certification for sensitive ads (health supplements, children's products)
• Digital advertising guidelines – ensures transparency, no exploitation
• Collaborates with MIB and IBF for enforcement
• Benefits: builds consumer trust, reduces legal disputes, promotes ethical competition

7.4 Indian Broadcasting Foundation (IBF)

IBF: Non-governmental body representing private TV broadcasters in India
• Represents broadcasters; liaises with government (MIB) on policy matters
• Develops industry guidelines for content, advertising, programming
• Collaborates with ASCI for self-regulation of TV advertising
• Supports consumer protection and complaints resolution
• Promotes industry growth through research, training, quality standards
Chapter 8: Advertising Ethics
8.1 Social Responsibility of Advertisers
Social Responsibility: Obligation of advertisers to ensure ads are ethical, truthful, and beneficial to society –
not just focused on profit
• Truthfulness – accurate information, no exaggerated claims
• Avoiding Harmful Content – no violence, discrimination, stereotyping
• Protecting Children & Vulnerable Audiences – no manipulative content
• Promoting Positive Social Values – health, environment, gender equality
• Environmental Responsibility – avoid promoting harmful products irresponsibly
• Transparency – disclose risks, terms, side effects
• Avoiding Offensive Content – respect religion, culture, social sentiments
• Compliance with ASCI, IBF, MIB codes

8.2 Ethical Issues in Advertising

Misleading & Deceptive Advertising: False/exaggerated claims (e.g., '100% weight loss in 7 days' without
evidence)
False Comparative Advertising: Unfair comparison with competitors without proof
Exploitation of Vulnerable Audiences: Manipulative messages targeting children, elderly, or low-literacy
groups
Offensive / Insensitive Content: Ads hurting religious, cultural sentiments; promoting
stereotypes/discrimination
Promoting Harmful Products: Glamorizing tobacco, alcohol, junk food irresponsibly
Invasion of Privacy: Using personal data or images without consent (especially digital)
Lack of Transparency: Hidden charges, unclear disclaimers
Stereotyping: Using gender/caste/cultural stereotypes
Greenwashing: Falsely advertising product as eco-friendly without verification
Puffery: Overstating benefits beyond truthfulness – 'the world's best coffee'

8.3 Ethical Guidelines & Codes of Conduct

• Truthfulness & Honesty – verifiable claims, no deception
• Social Responsibility – no violence, discrimination, unhealthy habits
• Decency & Respect – culturally sensitive; no obscene or vulgar material
• Protection of Vulnerable Audiences – restrict junk food, misleading financial ads
• Transparency & Disclosure – reveal risks, conditions, limitations
• Avoiding Misleading Comparisons – fair, truthful, verifiable competitor claims
• Environmental Responsibility – no greenwashing
• Compliance with Laws – Consumer Protection Act, IT Act, ASCI codes
• No Stereotyping – promote inclusivity, diversity, equality
• Accountability & Professionalism – correct mistakes, withdraw misleading ads

8.4 Impact of Advertising on Culture & Society

• Shapes Cultural Values – reinforces/introduces norms, traditions, lifestyles
• Promotes Social Awareness – public service campaigns on health, safety, environment
• Influences Lifestyles – aspirational products as symbols of success or modernity
• Globalization of Culture – global brands spread uniform cultural values
• Challenges/Reinforces Social Attitudes – gender equality ads vs stereotypical portrayals
• Encourages Materialism – products as symbols of happiness (negative effect)
• Educational Influence – educates about new technologies & product usage
• Funds Media & Entertainment – advertising revenue supports free media content
• Cultural Sensitivity & Diversity – modern ads reflect multiple communities

8.5 Controversial Advertising Campaigns

• Shock/Provocative Content – grabs attention but may offend sensibilities
• Stereotyping & Gender Issues – unfair portrayals sparking criticism
• Cultural/Religious Sensitivity – misrepresentation causing protests or bans
• Promoting Unhealthy Behaviour – alcohol, junk food, reckless driving
• Political/Social Commentary – divisive; risky if perceived as tone-deaf
 • Misleading Claims – over-promising triggers consumer complaints
Key Examples: Dove India (2017) – racial insensitivity backlash; Pepsi/Kendall Jenner (2017) – trivializing
protests; Benetton – shock tactics on AIDS/war.
• Pros: Increases visibility, memorable, sparks discussion
• Cons: Reputational damage, boycotts, regulatory penalties
Lesson: Test for cultural sensitivity, ensure authenticity, comply with ASCI guidelines, prepare for backlash.

— END OF COMPACT NOTES —

University of Mumbai | [Link] Sem IV | Advertising (MC 4.7)