Ch. 1. Advertising from a marketing communications perspective -- Ch. 2. The research foundation part one : understanding clients and consumers -- Ch. 3. The research foundation, part two : market, product, and competitive analyses -- Ch. 4. Appraising opportunities and setting objectives -- Ch. 5. Building the marketing communication strategy -- Ch. 6. Developing a creative strategy that moves people -- Ch. 7. Communication planning : media strategy and tactics -- Ch. 8. Integrated communications -- Ch. 9. Enhancing the marketing communication mix -- Ch. 10. Evaluating the effectiveness of the campaign -- Ch. 11. Preparing the plans book -- Ch. 12. Preparing a winning presentation.