Connect 1-Semester Online Access for M: Advertising
Table of Contents

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Program Details

Part 1: An Introduction to Advertising

Chapter 1: The Evolution of Advertising

Chapter 2: The Environment of Advertising

Chapter 3: The Business of Advertising

Part 2: Understanding the Target Audience

Chapter 4: Segmentation, Targeting, and the Marketing Mix

Chapter 5: Communication and Consumer Behavior

Part 3: The Planning Process

Chapter 6: Account Planning and Research

Chapter 7: Marketing, Advertising and IMC Planning

Part 4: The Creative Process

Chapter 8: Creating Ads: Strategy and Process

Chapter 9: Creative Execution: Art and Copy

Part 5: Reaching the Target Audience

Chapter 10: Print Advertising

Chapter 11: Broadcast, Cable and Satellite Media

Chapter 12: Digital Interactive Media

Chapter 13: Out-of-Home, Direct Mail, and Promotional Products

Part 6: Integrating Marketing Communications Elements

Chapter 14: Media Planning and Buying

Chapter 15: IMC: Direct Marketing, Personal Selling, Packaging, and Sales Promotion

Chapter 16: IMC: Public Relations, Sponsorship, and Corporate Advertising

Bonus Chapter: Producing Ads (Available via Create)