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Under free global market economies and monopolistic market conditions, advertising has become a major means to reach the consumers either for market entry or to retain the existing market share. In India, two-thirds of 1.21 billion populations are middle class and are potential consumers. Hence, domestic as well international producers are relying heavily on advertising for sales promotion. This book, therefore, provides proximate factors affecting durable and non-durable product advertising to reach potential consumers in India. As an integral part of marketing research, the advertising...