Includes bibliographical references and index.

Ch. 1. The Field of Advertising Management -- Ch. 2. Advertising Planning and Decision Making -- Readings: "What Happened to Advertising?" -- Readings: "Do You Need Your Ad Agency?" -- Ch. 3. Integrated Marketing Communications -- Ch. 4. Setting Goals and Objectives -- Appendix: Regional Brand of Beer -- Cranberries -- Diagnostic Case -- Ch. 5. How Advertising Works: Some Research Results -- Ch. 6. Segmentation and Positioning -- Ch. 7. Attention and Comprehension -- Ch. 8. Understanding Benefit-Based Attitudes -- Appendix: New Developments in Conjoint Analysis -- Ch. 9. Associating Feelings with the Brand -- Ch. 10. Brand Equity, Image, and Personality -- Ch. 11. Group Influence and Word-of-Mouth Advertising -- Cases: Seven-up -- Cases: Canada Packers: Tenderflake -- Reading: "High Performance Marketing: An Interview with Nike's Phil Knight" -- Ch. 12. Creative Approaches -- Ch. 13. The Art of Copywriting -- Ch. 14. Advertising Copy Testing and Diagnosis --

Appendix: Notes on Four Copy-Testing Services -- Ch. 15. Production and Implementation -- Reading: "In Advertising, What Distinguishes a Great Client?" -- Cases: Perdue Food -- Cases: Levi Strauss & Co. -- Ch. 16. Media Strategy: Setting Media Budgets -- Appendix: A Model of Adaptive Control -- Ch. 17. Media Tactics: Allocating Media Budgets -- Reading: "Checking in at Checkerboard Square" -- Appendix: Sources of Media Data -- Ch. 18. Advertising Regulation -- Ch. 19. Advertising and Society -- Ch. 20. Global Marketing and Advertising -- Reading: "A Blueprint for Campaigns that Travel Around the World"