Chapter 1 Introduction to Advertising 1
Chapter 2 Agency Structure 11
Chapter 3 Brainstorming 21
Chapter 4 Situation Analys is ＆ Research 35
Chapter 5 IMCs:What We Can Do for You 47
Chapter 6 IMCs:What Else We Can Do for You 57
Chapter 7 The Media 69
Chapter 8 Ad Planning 79
Chapter 9 Brand Management 91
Chapter 10 Media Planning 101
Chapter 11 Media Scheduling 111
Chapter 12 Media Placement 121
Chapter 13 Media Buying 131
Chapter 14 Outdoor Advertising Preparation 143
Chapter 15 Monitoring of Outdoor Advertising 153
Chapter 16 TV Commercial 161
Chapter 17 Promotions Cooperation 173
Chapter 18 Exhibition Booth 185
Chapter 19 Print Media 195
Appendix 1 Chinese Translation 205
Appendix 2 Answers,Hints and Help 232
Appendix 3 Vocabulary 267