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