Table of Contents

Part One Advertising Perspectives 1. What is Advertising Today? 2. The Evolution of Advertising 3. The Economic, Social, and Regulatory Aspects of Advertising 4. The Scope of Advertising: From Local to Global Part Two Crafting Marketing and Advertising Strategies 5. Marketing and Consumer Behavior: The Foundations of Advertising 6. Market Segmentation and the Marketing Mix: Determinants of Advertising Strategy 7. Research: Gathering Information for Advertising Planning 8. Marketing and Advertising Planning 9. Planning Media Strategy: Finding Links to the Market Part Three Creating Advertisements and Commercials 10. Creative Strategy and the Creative Process 11. Creative Execution: Art and Copy 12. Producing Ads for Print, Electronic, and Digital Media Part Four Using Advertising Media 13. Using Print Media 14. Using Electronic Media: Television and Radio 15. Using Digital Interactive Media 16. Using Out-of-Home, Exhibitive, and Supplementary Media Part Five Integrating Advertising 17. Relationship Building: Direct Marketing, Personal Selling, and Sales Promotion 18. Relationship Building: Public Relations, Sponsorship, and Corporate Advertising Epilogue Repositioning a Brand Appendix A Marketing Plan Outline Appendix B Advertising Plan Outline Important Terms Endnotes Credits and Acknowledgments Name Index Company Index Subject Index