Includes index and appendix

Contents: Advertising today? -- The Big picture:the evolution of advertising -- The Scope of advertising:from local to global -- Marketing and consumer behavior:the foundations of advertising -- Market segmentation and the marketing mix:determinants of advertising strategy -- Research:gathering information for advertising planning -- Planning media strategy:disseminating the message -- Creative strategy and the creative process -- Creative execution:art and copy -- Producing ads for print,electronic,and digital media -- Using print media -- using electronic media:television and radio -- Using digital interactive media -- Using out-of-home,exhibitive,and supplementary media -- Relationship building:direct marketing,personal selling and sales promotion -- Relationship building: public relations,sponsorship and corporate advertising.