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Table of Contents
|What is Advertising Today?|
|The Evolution of Advertising|
|The Economic, Social, and Regulatory Aspects of Advertising|
|The Scope of Advertising: From Local to Global|
|Crafting Marketing and Advertising Strategies|
|Marketing and Consumer Behavior: The Foundations of Advertising|
|Market Segmentation and the Marketing Mix: Determinants of Advertising Strategy|
|Research: Gathering Information for Advertising Planning|
|Marketing and Advertising Planning|
|Planning Media Strategy: Finding Links to the Market|
|Creating Advertisements and Commercials|
|Creative Strategy and the Creative Process|
|Creative Execution: Art and Copy|
|Producing Ads for Print, Electronic, and Digital Media|
|Using Advertising Media|
|Using Print Media|
|Using Electronic Media: Television and Radio|
|Using Digital Interactive Media|
|Using Out-of-Home, Exhibitive, and Supplementary Media|
|Relationship Building: Direct Marketing, Personal Selling, and Sales Promotion|
|Relationship Building: Public Relations, Sponsorship, and Corporate Advertising|
|Epilogue Repositioning a Brand|
|Marketing Plan Outline|
|Advertising Plan Outline|
|Credits and Acknowledgments|
|Table of Contents provided by Publisher. All Rights Reserved.|