Advertising from a Marketing Communications Perspective -- The Research Foundation Part One: Understanding Clients and Buyers -- The Research Foundation Part Two: Market, Product, and Competitive Analyses -- Appraising Opportunities and Setting Objectives -- Building the Marketing Communication Strategy -- Developing a Creative Strategy that Moves People -- Media Strategy and Tactics -- Related Marketing Communications -- Enhancing the Marketing Communication Mix -- Evaluating the Effectiveness of the Campaign -- Preparing the Plans Book -- Preparing a Winning Presentation -- Index.