Includes index.

Contents: 1. Advertising perspectives: Advertising today? -- The big picture: the evolution of advertising -- The big picture: economic and regulatory aspects -- The scope of advertising: from local to global -- 2. Crafting marketing and advertising strategies: Marketing and consumer behavior: the foundations of advertising -- Market segmentation and the marketing mix: determinants advertising strategy -- Research: gathering information for advertising planning -- Marketing and advertising planning -- Planning media strategy: disseminating the message -- 3. Creating advertisements and commercials: Creative strategy and the creative process -- Creative execution: art and copy -- Producing ads for print, electronic and digital media -- 4. Using advertising media: using print media -- Using electronic media: television and radio -- Using digital interactive media -- Using out-of-home, exhibitive and supplementary media -- 5. Integrating advertising: Relationship building: public relations, sponsorship and corporate advertising --