Chapter 1 The Dimensions of Advertising 1
Chapter 2 History of Advertising 25
Chapter 3 The Scope of Advertising 59
Chapter 4 Analyzing the Communication Process 83
Chapter 5 Buying Decision Process 100
Chapter 6 Research:Gathering Information for Advertising Planning 114
Chapter 7 Creativity and Advertising 137
Chapter 8 Art and Copy 157
Chapter 9 Producing Ads for Print,Electronic,and Digital Media 183
Chapter 10 Media Characteristics 209
Chapter 11 The Internet and Interactive Media 241
Chapter 12 Media Planning 261
Chapter 13 Sales Promotion 286
Chapter 14 Public Relations 305
Chapter 15 Personal Selling 325
Chapter 16 Support Media,P-O-P Advertising,and Event Sponsorship 340