PART ONE: AN INTRODUCTION TO ADVERTISING Chapter 1: What Is Advertising? Chapter 2: The Environment of Advertising Chapter 3: The Business of Advertising PARTO 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 IMC 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
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