Part One Advertising Perspectives

1. Advertising Today?

2. The Big Picture: The Evolution of Advertising

3. The Big Picture: Economic and Regulatory Aspects

4. The Scope of Advertising: From Local to Global

Part Two Crafting Marketing and Advertising Strategies

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: Disseminating the Message

Part Three Creating Advertisements and Commercials

10. Creative Strategy and the Creative Process

11. Creative Execution: Art and Copy

12. Producing Ads for Print, Electronic, and Digital Media

Part Four Using Advertising Media

13. Using Print Media

14. Using Electronic Media: Television and Radio

15. Using Digital Interactive Media

16. Using Out-of-Home, Exhibitive, and Supplementary Media

Part Five Integrating Advertising

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