96 страниц. 2012 год. LAP Lambert Academic Publishing In the contemporary advertising world, different advertising techniques have been used in order to gain customer attention and to increase the company’s market share. All the multinational companies claim to follow strict ethical code of conduct in all regards but few are aware of the true essence of ethics. The book is written with an aim to educate the general consumer about ethical, religious and cultural aspect of the advertising industry. Moreover the book also aims to focus on the hurdles that an advertiser needs to surmount when designing a promotional message for the Pakistani target market, significance of the religious, cultural and ethical values in the modern advertising industry have also been analysed in this Book.