Part One: Foundations Chapter One: Introduction to Advertising Chapter Two: Advertisings Role in Marketing Chapter Three: Advertising and Society Part Two: Planning and Strategy Chapter Four: How Advertising Works Chapter Five: The Consumer Audience Chapter Six: Strategic Research Chapter Seven: Strategic Planning Part Three: Effective Advertising Media Chapter Eight: Print and Out-of-Home Media Chapter Nine: Broadcast Media Chapter Ten: Interactive and Alternative Media Chapter Eleven: Media Planning and Buying Part Four: Effective Advertising Messages Chapter Twelve: The Creative Side and Message Strategy Chapter Thirteen: Copywriting Chapter Fourteen: Design and Production Part Five: Integration and Evaluation Chapter Fifteen: Direct Response Chapter Sixteen: Sales Promotion, Events, and Sponsorships Chapter Seventeen: Public Relations Chapter Eighteen: Special Advertising Situations Chapter Nineteen: Evaluation of Effectiveness