Essentials of Contemporary Advertising

Part One An Introduction to AdvertisingChapter 1 Advertising Today and How We Got HereChapter 2 The Economic, Social, and Regulatory Aspects of AdvertisingChapter 3 The Advertising IndustryPart Two Understanding the Target AudienceChapter 4 Segmentation, Targeting, and the Marketing MixChapter 5 Communication and Consumer BehaviorPart Three The Planning ProcessChapter 6 Account Planning and ResearchChapter 7 Developing Marketing and Advertising PlansPart Four The Creative ProcessChapter 8 Creative Strategy and the Creative ProcessChapter 9 Creative Execution: Art and CopyChapter 10 Producing Ads for Print, Electronic, and Digital MediaPart Five Reaching the Target AudienceChapter 11 Print AdvertisingChapter 12 Electronic Media: Television and RadioChapter 13 Digital Interactive Media and Direct MailChapter 14 Out-of-Home, Trade Shows, and Supplementary MediaPart Six Integrating Marketing Communications ElementsChapter 15 Media Planning and BuyingChapter 16 Relationship Building: Direct Marketing, Personal Selling and Sales PromotionChapter 17 Relationship Building: Public Relations, Sponsorship, and Corporate Advertising