Part I: Advertising Perspectives

Chapter 1 What is Advertising Today?

Chapter 2 The Evolution of Advertising

Chapter 3 The Economic, Social and Regulatory Aspects of Advertising

Chapter 4 The Scope of Advertising: From Local to Global

Part II: Crafting Marketing and Advertising Strategies

Chapter 5 Marketing and Consumer Behavior: The Foundations of Advertising

Chapter 6 Market Segmentation and the Marketing Mix: Determinants of Advertising Strategy

Chapter 7 Research: Gathering Information for Advertising Planning

Chapter 8 Marketing and Advertising Planning: Top-Down, Bottom-Up, and IMC

Chapter 9 Planning Media Strategy: Finding Links to the Market

Part III: Integrating Advertising With Other Elements of the Communication Mix

Chapter 10 Relationship Building: Direct Marketing, Personal Selling, and Sales Promotion

Chapter 11 Relationship Building: Public Relations, Sponsorship, and Corporate Advertising

Part IV: Creating Advertisements and Commercials

Chapter 12 Creative Strategy and the Creative Process

Chapter 13 Creative Execution: Art and Copy

Chapter 14 Producing Ads for Print, Electronic and Digital Media

Part V: Using Advertising Media

Chapter 15 Using Print Media

Chapter 16 Using Electronic Media: Television and Radio

Chapter 17 Using Digital Interactive Media and Direct Mail

Chapter 18 Using Out-of-Home, Exhibitive, and Supplemental Media