Part One. AN INTRODUCTION TO ADVERTISING
Chapter 1. What Is Advertising?
Chapter 2. The Environment of Advertising
Chapter 3. The Business of Advertising
Part Two. UNDERSTANDING THE TARGET AUDIENCE
Chapter 4. Targeting and the Marketing Mix
Chapter 5. Communication and Consumer Behavior
Part Three. THE PLANNING PROCESS
Chapter 6. Account Planning and Research
Chapter 7. Marketing, Advertising, and MC Planning
Part Four. THE CREATIVE PROCESS
Chapter 8. Creating Ads: Strategy and Process
Chapter 9. Creative Execution: Art and Copy
Part Five. REACHING THE TARGET AUDIENCE
Chapter 10. Print Media
Chapter 11. Audio and Video Media
Chapter 12. Digital Interactive Media
Chapter 13. Out-of-Home, Direct-Mail, and Promotional Product Advertising
Part Six. INTEGRATING MARKETING COMMUNICATIONS ELEMENTS
Chapter 14. Media Planning and Buying
Chapter 15. IMC: Direct Marketing, Personal Selling, Packaging, and Sales Promotion
Chapter 16. IMC: Public Relations, Sponsorship, and Corporate Advertising

*The digital edition does not include access codes to additional material or programs mentioned in the book.