Brief Contents 1
Preface xxiii 1
Acknowledgments xxxvii 1
Part 1 1
The Process: Advertising in Business and Society 1
1 Advertising as a Process 3
2 The Structure of the Advertising Industry 33
3 The Evolution of Advertising 55
4 Social, Ethical, and Regulatory Aspects of Advertising 79
Delta Air Lines: The Process of Integrated Marketing Communications 106
Part 2 115
The Planning:Analyzing the Advertising Environment 115
5 Advertising and Consumer Behavior 117
6 Market Segmentation, Positioning and Product Differentiation 155
7 Advertising Research 183
8 The Advertising Plan 211
9 Advertising Planning: An International Perspective 235
Delta Air Lines' Planning Integrated Marketing Com-munications 260
Preparing the Message 269
Part 3 269
10 Message Development 271
11 Copywriting 297
12 Art Direction and Production in Print Advertising 321
13 Art Direction and Production in Broadcast Advertising 345
Delta Air Lines: Preparing the Integrated Marketing Communications Message 370
Part 4 379
Placing the Message: and Supportive 379
14 Media Planning, Objectives, and Strategy 379
15 Media Evaluation: Print and Broadcast Media 407
16 Media Evaluation Traditional and Emerging Sup-port Media 441
17 Advertising on the Internet 469
18 Sales Promotion 493
19 Direct Marketing 519
20 Public Relations and Corporate Advertising 543
Delta Air Lines: Placing and Coordinating Advertising and Supportive Communications 564
Appendix: Web Site Addresses 569
Glossary 577
Name/Brand/Company Index 589
Subject Index 603
Credits 617