The revised 6th edition of Advertising combines the adequacy of a mature book that has stood the test of time, been accepted by readers, while also incorporating a fresh perspective on the development of the sections. It presents an innovation, as five new scientists who are engaged in research and have international presence in advertising issues are involved in the writing.

Advertising is a business activity, but it can also be considered a social and cultural phenomenon or a controversial form of modern art. It is a decisive factor in the functioning of the capitalist market and an expression of modern competition. It is considered to lack ethical grounds, is amoralistic, and is on the boundaries of social acceptance. However, it is not attributed justice when perceived as the cause of distortions, while it is only the result of conditions that are formed in the economy.

The examination of advertising in this textbook focuses primarily on its description, design, and analysis from the perspective of the business, the advertising company, and the recipient-consumer. Both modern articles and rapid technological developments are utilized, their impacts and how they change the environment in which advertising is shaped. As for the structure, five new chapters (8, 14, 20, 21, 22) were created and extensive interventions were made in the existing ones.

The book is aimed at students, undergraduate and postgraduate, of university and technological educational institutions related to the subject of advertising, but it is also aimed at executives of businesses and advertising companies.