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part one: AN INTRODUCTION TO ADVERTISING
1 The Evolution of Advertising 2
2 The Environment of Advertising 26
3 The Business of Advertising 56
part two: UNDERSTANDING THE TARGET AUDIENCE
4 Targeting and the Marketing Mix 86
5 Communication and Consumer Behavior 116
part three: THE PLANNING PROCESS
6 Account Planning and Research 142
7 Marketing, Advertising, and IMC Planning 166
part four: THE CREATIVE PROCESS
8 Creating Ads: Strategy and Process 190
9 Creative Execution: Art and Copy 212
part five: REACHING THE TARGET AUDIENCE
10 Print Advertising 240
11 Broadcast, Cable, Digital, and Satellite Media: Television and Radio 264
12 Digital Interactive Media 290
13 Out-of-Home, Direct-Mail, and Promotional Products 312
part six: INTEGRATING MARKETING COMMUNICATIONS ELEMENTS
14 Media Planning and Buying 336
15 IMC: Direct Marketing, Personal Selling, Packaging, and Sales Promotion 362
16 IMC: Public Relations, Sponsorship, and Corporate Advertising 392
