Chapter1 Introduction to Advertising 1
Chapter2 Agency Structure 11
Chapter3 Brainstorming 21
Chapter4 Situation Analysis Research 31
Chapter5 IMCs:What We Can Do for You 41
Chapter6 IMCs:What Else We Can Do for You 49
Chapter7 The Media 59
Chapter8 Ad Planning 69
Chapter9 Brand Management 79
Chapter10 Media Planning 89
Chapter11 Media Scheduling 99
Chapter12 Media Placement 109
Chapter13 Media Buying 117
Chapter14 Outdoor Advertising Preparation 127
Chapter15 Monitoring of Outdoor Advertising 135
Chapter16 TV Commercial 143
Chapter17 Promotions Cooperation 153
Chapter18 Exhibition Booth 163
Chapter19 Print Media 173
Appendix 1 Chinese Translation 182
Appendix 2 Answers,Hints and Help 209
Appendix 3 Vocabulary 244