Part Two Understanding the Target Audience
4 Segmentation, Targeting, and the Marketing Mix
5 Communication and Consumer Behavior
Part Three The Planning Process
6 Account Planning and Research
7 Developing Marketing and Advertising Plans
Part Four The Creative Process
8 Creative Strategy and the Creative Process
9 Creative Execution: Art and Copy
10 Producing Ads for Print, Electronic, and Digital Media
Part Five Reaching the Target Audience
11 Print Advertising
12 Electronic Media: Television and Radio
13 Digital Interactive Media and Direct Mail
14 Out-of-Home, Direct-Mail and Specialty Advertising
Part Six Integrating Marketing Communications Elements
15 Media Planning and Buying
16 IMC: Direct Marketing, Personal Selling and Sales Promotion
17 IMC: Public Relations, Sponsorship, and Corporate Advertising