Select a Chapter 1. Advertising as a Process 2. The Structure of the Advertising Industry 3. The Evolution of Advertising 4. Social, Ethical, and Regulatory Aspects of Advertising 5. Advertising and Consumer Behavior 6. Market Segmentation, Positioning, and the Value Proposition 7. Advertising and Promotion Research 8. The Advertising Plan 9. Advertising Planning: An International Perspective 10. Creativity and Advertising 11. Message Strategy 12. Copywriting 13. Art Direction and Production 14. Media Planning, Objectives, and Strategy 15. Media Planning: Print, Television and Radio 16. Media Planning: Advertising and the Internet 17. Support Media, P-O-P Advertising, and Event Sponsorship 18. Sales Promotion 19. Direct Marketing 20. Public Relations and Corporate Advertising