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The Selling concept essentially mirrors the thought that consumers will not purchase enough of the company’s products unless large-scale promotional and selling efforts are behind it. Advertising is a powerful communication force and vital marketing tool helping to sell goods, services, images, and ideas through a channel of information and persuasion. It is used to persuade an audience to purchase a product, idea or service. Advertising is a forceful tool in molding people’s attitude and behavior towards products, ideas, and services. The book is a comprehensive work, with a lucid and systematic presentation for theory questions. Further, all the relevant material is supported by the latest examples of big business houses for quick understanding. This book assumes that the B. Com student after studying this subject from our present book will come out with flying colors.