Part One Foundations
Chapter One Introduction to Advertising
Chapter Two Advertisings Role in Marketing
Chapter Three Advertising and Society
Part Two Planning and Strategy
Chapter Four How Advertising Works
Chapter Five The Consumer Audience
Chapter Six Strategic Research
Chapter Seven Strategic Planning
Part Three Effective Advertising Media
Chapter Eight Print and Out-of-Home Media
Chapter Nine Broadcast Media
Chapter Ten Interactive and Alternative Media
Chapter Eleven Media Planning and Buying
Part Four Effective Advertising Messages
Chapter Twelve The Creative Side and Message Strategy
Chapter Thirteen Copywriting
Chapter Fourteen Design and Production
Part Five Integration and Evaluation
Chapter Fifteen Direct Response
Chapter Sixteen Sales Promotion, Events, and Sponsorships
Chapter Seventeen Public Relations
Chapter Eighteen Special Advertising Situations
Chapter Nineteen Evaluation of Effectiveness