10.5937/ekonhor1403265r = Belch E.G., Belch M.A.: Advertising and promotion: An integrated marketing communications perspective, McGraw Hill, New York, NY, 2012

Due to modern information technologies, the emphasis is shifting from the mass media to a more segmented approach that provides more information about consumers at individual levels.Striving to reach sales of goods and services and to improve the market position of a company, advertising proves to be one of the key marketing activities.