Prof. Pooja Tiwari is an Assistant Professor in the Department of Management at AISSMS College of Business Administration. She holds a Ph.D. in Marketing and has a strong academic and research orientation in the field of marketing and integrated marketing communications. Her areas of expertise include advertising, sales promotion, brand management, digital marketing, consumer behavior, and marketing strategy. She is deeply interested in understanding how organizations develop effective communication and promotional strategies to build strong brands and influence consumer behavior in competitive markets. Prof. Tiwari has published numerous research papers in reputed national and international journals, including publications in Scopus-indexed journals. Her research work focuses on contemporary marketing practices, digital marketing trends, and the role of integrated communication strategies in enhancing customer engagement and brand value. She has actively participated in various national and international conferences, seminars, and academic workshops, where she has presented research on emerging trends in advertising and marketing. Her academic approach emphasizes practical application, innovation, and strategic thinking. Through her teaching, Prof. Tiwari explains key concepts such as advertising planning, media strategy, sales promotion, public relations, branding, and integrated marketing communication in a clear and practical manner. She encourages students to connect theoretical knowledge with real-world business practices. Prof. Pooja Tiwari is dedicated to developing a strong understanding of marketing and promotional strategies among students and readers. This book reflects her academic expertise and research insights, providing a comprehensive understanding of how advertising and promotion contribute to brand building, customer engagement, and business success in today’s competitive environment.