Unit 1 Introduction to Advertising 1
Unit 2 The Economic Effects of Advertising 21
Unit 3 Advertising Agency 39
Unit 4 Advertising Research 66
Unit 5 Advertising Strategy 97
Unit 6 Advertising Idea 119
Unit 7 Advertising Copywriting 142
Unit 8 Print Media 165
Unit 9 Electronic Media 188
Unit 10 Advertising Media Strategy 209
Unit 11 Integrated Marketing Communications 238
Unit 12 Advertising Ethics and Laws 256
Unit 13 International Advertising 281
Answers to Exercises 298
Reference 302