 | Chapter 1 WHAT IS ADVERTISING TODAY? |
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 | Chapter 2 THE EVOLUTION OF ADVERTISING |
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 | Chapter 3 THE ECONOMIC, SOCIAL, AND REGULATORY ASPECTS OF ADVERTISING |
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 | Chapter 4 THE SCOPE OF ADVERTISING: FROM LOCAL TO GLOBAL |
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 | Chapter 5 MARKETING AND CONSUMER BEHAVIOR: THE FOUNDATIONS OF ADVERTISING |
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 | Chapter 6 MARKETING SEGMENTATION AND THE MARKETING MIX: DETERMINANTS OF ADVERTISING STRATEGY |
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 | Chapter 7 RESEARCH: GATHERING INFORMATION FOR ADVERTISING PLANNING |
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 | Chapter 8 MARKETING AND ADVERTISING PLANNING: TOP-DOWN, BOTTOM-UP, AND IMC |
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 | Chapter 9 PLANNING MEDIA STRATEGY: FINDING LINKS TO THE MARKET |
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 | Chapter 10 RELATIONSHIP BUILDING: DIRECT MARKETING, PERSONAL SELLING, AND SALES PROMOTION |
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 | Chapter 11 RELATIONSHIP BUILDING: PUBLIC RELATIONS, SPONSORSHIP, AND CORPORATE ADVERTISING |
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 | Chapter 12 CREATIVE STRATEGY AND THE CREATIVE PROCESS |
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 | Chapter 13 CREATIVE EXECUTION: ART AND COPY |
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 | Chapter 14 PRODUCING ADS FOR PRINT, ELECTRONIC, AND DIGITAL MEDIA |
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 | Chapter 15 USING PRINT MEDIA |
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 | Chapter 16 USING ELECTRONIC MEDIA: TELEVISION AND RADIO |
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 | Chapter 17 USING DIGITAL INTERACTIVE MEDIA AND DIRECT MAIL |
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 | Chapter 18 USING OUT-OF-HOME, EXHIBITIVE, AND SUPPLEMENTARY MEDIA |
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