Part 1: An Introduction to Advertising

Ch. 1: The Evolution of Advertising

Ch. 2: The Economic, Social, and Regulatory Aspects of Advertising

Ch. 3: The Business of Advertising

Part 2: Understanding the Target Audience

Ch. 4: Segmentation, Targeting, and the Marketing Mix

Ch. 5: Communication and Consumer Behavior

Part 3: The Planning Process

Ch. 6: Account Planning and Research

Ch. 7: Marketing, Advertising and IMC Planning

Part 4: The Creative Process

Ch. 8: Creating Ads: Strategy and Process

Ch. 9: Creative Execution: Art and Copy

Ch. 10: Producing Ads

Part 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

Part 6: Integrating Marketing Communications Elements

Ch. 15: Media Planning and Buying

Ch. 16: IMC: Direct Marketing, Personal Selling, Packaging, and Sales Promotion

Ch. 17: IMC: Public Relations, Sponsorship, and Corporate Advertising