Pt. 1. Introduction to Advertising
Ch. 1. Advertising Yesterday, Today, and Tomorrow
Ch. 2. Economic, Social, and Regulatory Aspects of Advertising
Ch. 3. Business of Advertising
Pt. 2. Understanding the Target Audience
Ch. 4. Segmentation, Targeting, and the Marketing Mix
Ch. 5. Communication and Consumer Behavior
Ch. 6. Account Planning and Research
Ch. 7. Developing Marketing and Advertising Plans
Ch. 8. Creative Strategy and the Creative Process
Ch. 9. Creative Execution: Art and Copy
Ch. 10. Producing Ads for Print, Electronic, and Digital Media
Pt. 5. Reaching the Target Audience
Ch. 11. Print Advertising
Ch. 12. Electronic Media: Television and Radio
Ch. 13. Digital Interactive Media
Ch. 14. Out-of-Home, Direct-Mail, and Specialty Advertising
Pt. 6. Integrating Marketing Communications Elements
Ch. 15. Media Planning and Buying
Ch. 16. IMC: Direct Marketing, Personal Selling, and Sales Promotion
Ch. 17. IMC: Public Relations, Sponsorship, and Corporate Advertising.
