An introduction to advertising -- The evolution of advertising -- The environment of advertising -- The business of advertising -- Understanding the target audience -- Segmentation, targeting, and the marketing mix -- Communication and consumer behavior -- The planning process -- Account planning and research -- Marketing, advertising, and imc planning -- The creative process -- Creating ads : strategy and process -- Creative execution: art and copy -- Reaching the target audience -- Print advertising -- Broadcast, cable, and satellite media : television and radio -- Digital interactive media -- Out-of-home, direct-mail, and promotional products -- Integrating marketing communications elements -- Media planning and buying -- IMC: direct marketing, personal selling, packaging, and sales promotion -- IMC: public relations, sponsorship, and corporate advertising -- Bonus chapter producing ads (available in connect and through create) -- Endnotes -- Credits -- Index.