Table of Contents

Background of today's advertising
Roles of advertising
The advertising spiral and brand planning
Target marketing
The advertising agency, media services, and other services
The advertiser's marketing/advertising operation
Basic media strategy
Using television
Using radio
Using newspaper
Using magazines
Out-of-home advertising
Direct-response and direct-mail advertising
Sales promotion
Research in advertising
Creating the copy
The total concept : words and visuals
Print production
The television commercial
The radio commercial
Trademarks and packaging
The complete campaign
Retail advertising
International advertising
Legal and other restraints on advertising
Economic and social effects of advertising

Includes index