1. What Is Advertising Today?
2. The Evolution of Advertising
3. The Economic, Social, and Regulatory Aspects of Advertising
4. The Scope of Advertising: From Local to Global
5. Marketing and Consumer Behavior: The Foundations of Advertising
6. Market Segmentation and the Marketing Mix: Determinants of Advertising
Strategy
7. Research: Gathering Information for Advertising Planning
8. Marketing and Advertising Planning
9. Planning Media Strategy: Finding Links to the Market
10. Creative Strategy and the Creative Process
11. Creative Execution: Art and Copy
12. Producing Ads for Print, Electronic, and Digital Media
13. Using Print Media
14. Using Electronic Media: Television and Radio
15. Using Digital Interactive Media and Direct Mail
16. Using Out-of-Home, Exhibitive, and Supplementary Media
17. Relationship Building: Direct Marketing, Personal Selling, and Sales
Promotion
18. Relationship Building: Public Relations, Sponsorship, and Corporate
Advertising
Epilogue Repositioning a Brand
Appendix A Marketing Plan Outline
Appendix B Advertising Plan Outline
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