pt. 1. Advertising foundations and environment -- Introduction to advertising -- Advertising and society: ethics, regulation, and social responsibility -- Advertising and the marketing process -- pt. 2. Advertising background, planning, and strategy -- The consumer audience -- Account planning and research -- How advertising works -- Advertising planning and strategy -- pt. 3. Advertising media -- Media planning and buying -- Print media -- Broadcast and interactive online media -- pt. 4. Creative advertising -- The creative side of advertising -- Copywriting -- Design and production -- Direct-response marketing -- pt. 5. Integrating marketing communication elements -- Sales promotion -- Public relations -- Retail and business-to-business advertising -- International advertising -- The integrated campaign -- Appendix: The Hallmark brand insistence IMC campaign.