The book has been documented in an authentic manner for graduate students of commerce and business management. The book has been written in very simple language for easier understanding. The text examines various aspects of promotion, advertising and branding as an abandon area of Integrated Marketing Communication. Text has been supported with cases and examples so that students may relate to the concept easily. Almost each chapter has been supplemented with the one case study and relevant exercises so that it might become easy for the students to appreciate the practical application of the subject matter.