大卫·奥格威《一个广告人的自白》导读 1
Selections from David Ogilvy’s Confessions of an Advertising Man 2
Questions 27
詹姆斯·韦伯·扬《产生创意的广告技巧》导读 28
Selections from James Webb Young’s A Technique for Producing Ideas 29
Questions 47
丹尼斯·希金斯《广告写作的艺术》导读 48
Selections from Denis Higgins’s The Art of Writing Advertising 49
Questions 79
罗瑟·瑞夫斯《实效的广告》导读 80
Selections from Rosser Reeves’s Reality in Advertising 81
Questions 103
艾·里斯和杰克·特劳特《定位》导读 105
Selections from Al Ries&Jack Trout’s Positioning：The Battle for Your Mind 106
Questions 163
哈罗德·拉斯维尔《社会传播的结构与功能》导读 165
Selections from Harold D&Lasswell’s The Structure and Function of Communication in Society 166
Questions 181
唐·舒尔茨、斯坦利·田纳本、罗伯特&劳特朋《整合营销传播》导读 182
Selections from Don E·Schultz，Stanley I·Tannenbaum& Robert F&Lauterborn’s Integrated Marketing Communications 183
Questions 217
参考文献 218