Table of Contents
Part One: Foundations
Chapter One: Introduction to Advertising
Chapter Two: Advertising’s Role in Marketing
Chapter Three: Advertising and Society
Part Two: Planning and Strategy
Chapter Four: How Advertising Works
Chapter Five: The Consumer Audience
Chapter Six: Strategic Research
Chapter Seven: Strategic Planning
Part Three: Effective Advertising Media
Chapter Eight: Print and Out-of-Home Media
Chapter Nine: Broadcast Media
Chapter Ten: Interactive and Alternative Media
Chapter Eleven: Media Planning and Buying
Part Four: Effective Advertising Messages
Chapter Twelve: The Creative Side and Message Strategy
Chapter Thirteen: Copywriting
Chapter Fourteen: Design and Production
Part Five: Integration and Evaluation
Chapter Fifteen: Direct Response
Chapter Sixteen: Sales Promotion, Events, and Sponsorships
Chapter Seventeen: Public Relations
Chapter Eighteen: Special Advertising Situations
Chapter Nineteen: Evaluation of Effectiveness