Advertising: Principles & Practice

I. ADVERTISING FOUNDATIONS AND ENVIRONMENT. 1. Introduction to Advertising. 2. Advertising and Society: Ethics, Regulation, and Social Responsibility. 3. Advertising and the Marketing Process. II. ADVERTISING BACKGROUND, PLANNING, AND STRATEGY. 4. The Consumer Audience. 5. Account Planning and Research. 6. How Advertising Works. 7. Advertising Planning and Strategy. III. ADVERTISING MEDIA. 8. Media Planning and Buying. 9. Print Media. 10. Broadcast and Interactive Online Media. IV. CREATING ADVERTISING. 11. The Creative Side of Advertising. 12. Copywriting. 13. Design and Production. 14. Direct-Response Marketing. V. INTEGRATING MARKETING COMMUNICATION ELEMENTS. 15. Sales Promotions. 16. Public Relations. 17. Retail and Business-to-Business Advertising. 18. International Advertising. 19. The Integrated Campaign.