| Part I: Advertising Perspectives |
| Chapter 1 What is Advertising Today? |
| Chapter 2 The Evolution of Advertising |
| Chapter 3 The Economic, Social and Regulatory Aspects of Advertising |
| Chapter 4 The Scope of Advertising: From Local to Global |
| Part II: Crafting Marketing and Advertising Strategies |
| Chapter 5 Marketing and Consumer Behavior: The Foundations of Advertising |
| Chapter 6 Market Segmentation and the Marketing Mix: Determinants of Advertising Strategy |
| Chapter 7 Research: Gathering Information for Advertising Planning |
| Chapter 8 Marketing and Advertising Planning: Top-Down, Bottom-Up, and IMC |
| Chapter 9 Planning Media Strategy: Finding Links to the Market |
| Part III: Integrating Advertising With Other Elements of the Communication Mix |
| Chapter 10 Relationship Building: Direct Marketing, Personal Selling, and Sales Promotion |
| Chapter 11 Relationship Building: Public Relations, Sponsorship, and Corporate Advertising |
| Part IV: Creating Advertisements and Commercials |
| Chapter 12 Creative Strategy and the Creative Process |
| Chapter 13 Creative Execution: Art and Copy |
| Chapter 14 Producing Ads for Print, Electronic and Digital Media |
| Part V: Using Advertising Media |
| Chapter 15 Using Print Media |
| Chapter 16 Using Electronic Media: Television and Radio |
| Chapter 17 Using Digital Interactive Media and Direct Mail |
| Chapter 18 Using Out-of-Home, Exhibitive, and Supplemental Media |
2004 McGraw-Hill Higher Education