Table of Contents :
Chapter 1. Introduction to advertising
Chapter 2. The advertising environment : economy, society, and technology
Chapter 3. Legal and political forces and advertising
Chapter 4. The advertising business and advertising agencies
Chapter 5. Market segmentation, target marketing, and product positioning
Chapter 6. Consumer behavior and advertising
Chapter 7. Marketing and advertising research
Chapter 8. The marketing and advertising planning process
Chapter 9. The creative aspect of advertising
Chapter 10. Advertising production
Chapter 11. Advertising media planning and selection
Chapter 12. Print media
Chapter 13. Broadcast media
Chapter 14. Alternative advertising media
Chapter 15. Direct marketing /direct response
Chapter 16. Sales promotion
Chapter 17. Public relations, publicity, and corporate advertising
Chapter 18. Internet advertising
Index