Pt. 1. Advertising Perspectives. 1. The Dimensions of Advertising. 2. The Economic, Social, and Regulatory Aspects of Advertising. 3. The Scope of Advertising: From Local to Global -- Pt. 2. Crafting Marketing and Advertising Strategies. 4. Marketing and Consumer Behavior: The Foundations of Advertising. 5. Market Segmentation and the Marketing Mix: Determinants of Advertising Strategy. 6. Information Gathering: Inputs to Advertising Planning. 7. Marketing and Advertising Planning: Top-Down, Bottom-Up, and IMC. 8. Planning Media Strategy: Finding Links to the Market -- Pt. 3. Integrating Advertising with Other Elements of the Communications Mix. 9. Relationship Building: Direct Marketing, Personal Selling, and Sales Promotion. 10. Relationship Building: Public Relations, Sponsorship, and Corporate Advertising -- Pt. 4. Creating Advertisements and Commercials. 11. Creative Strategy and the Creative Process. 12. Creative Execution: Art and Copy.

13. Producing Ads for Print, Electronic, and Digital Media -- Pt. 5. Using Advertising Media. 14. Using Print Media. 15. Using Electronic Media: Television and Radio. 16. Using Digital Interactive Media and Direct Mail. 17. Using Out-of-Home, Exhibitive, and Supplementary Media -- Epilogue: The Complete Campaign: Toyota Everyday -- Advertising Resources -- App. A. Marketing Plan Outline -- App. B. Advertising Plan Outline -- App. C. Integrated Marketing Communications Plan Outline -- App. D. Career Planning in Advertising -- App. E. Industry Resources.