Chapter 1. Background of Today’s Advertising

Chapter 2. Roles of Advertising

Part II: Planning the Advertising

Chapter 3. Brand Planning and the Advertising Spiral

Chapter 4. Target Marketing

Part III: Target Marketing

Chapter 5. The Advertising Agency, Media Services, and Other Services

Chapter 6. The Advertiser’s Marketing/Advertising Operation

Part IV: Media

Chapter 7. Media Strategy

Chapter 8. Using Television

Chapter 9. Using Radio

Chapter 10. Using Newspapers

Chapter 11. Using Magazines

Chapter 12. Out-of-Home Advertising

Chapter 13. Digital and Direct-Response Advertising

Chapter 14. Sales Promotion

Part V: Creating the Advertising

Chapter 15. Research in Advertising

Chapter 16. Creating the Message

Chapter 17. The Total Concept: Words and Visuals

Chapter 18. Print Production

Chapter 19. Video and the Commercial

Chapter 20. The Radio Commercial

Chapter 21. Trademarks and Packaging

Chapter 22. The Complete Campaign

Part VI: Other Environments of Advertising                  

Chapter 23. International Advertising

Chapter 24. Economic, Social, and Legal Effects of Advertising

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