Lesson One What Is Adve rtising 1
Lesson Two Types of Adve rtising 20
Lesson Three The Impact of Advertising 32
Lesson Four The Role of the Adve rtising Agency or Department 42
Lesson Five Ads That Win vs.Ads That Work 54
Lesson Six Marketing:Determining the Type of Advertising to Use 68
Lesson Seven Integ rated Ma rketing 84
Lesson Eight Influencing People:Myths and Mechanisms 98
Lesson Nine Two Mental Processes in Decision-making 112
Lesson Ten Setting Promotional Goals:A Communications Relationship 125
Lesson Eleven Advertising Strategies in Diverse Cultural Background Markets 140
Lesson Twelve Advertising in China:Product Branding and Beyond 152
参考文献 164