part one: AN INTRODUCTION TO ADVERTISING 1 The Evolution of Advertising 2 2 The Environment of Advertising 26 3 The Business of Advertising 56 part two: UNDERSTANDING THE TARGET AUDIENCE 4 Targeting and the Marketing Mix 86 5 Communication and Consumer Behavior 116 part three: THE PLANNING PROCESS 6 Account Planning and Research 142 7 Marketing, Advertising, and IMC Planning 166 part four: THE CREATIVE PROCESS 8 Creating Ads: Strategy and Process 190 9 Creative Execution: Art and Copy 212 part five: REACHING THE TARGET AUDIENCE 10 Print Advertising 240 11 Broadcast, Cable, Digital, and Satellite Media: Television and Radio 264 12 Digital Interactive Media 290 13 Out-of-Home, Direct-Mail, and Promotional Products 312
part six: INTEGRATING MARKETING COMMUNICATIONS ELEMENTS 14 Media Planning and Buying 336 15 IMC: Direct Marketing, Personal Selling, Packaging, and Sales Promotion 362 16 IMC: Public Relations, Sponsorship, and Corporate Advertising 392
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