M: Advertising: 2024 Release ISE

PART ONE: AN INTRODUCTION TO ADVERTISING<br>1 What Is Advertising?<br>2 The Environment of Advertising&nbsp;<br>3 The Business of Advertising<br><br>PART TWO: UNDERSTANDING THE TARGET AUDIENCE&nbsp;<br>4 Targeting and the Marketing Mix<br>5 Communication and Consumer Behavior&nbsp;<br><br>PART THREE: THE PLANNING PROCESS&nbsp;<br>6 Account Planning and Research&nbsp;<br>7 Marketing, Advertising, and IMC Planning&nbsp;<br><br>PART FOUR: THE CREATIVE PROCESS&nbsp;<br>8 Creating Ads: Strategy and Process<br>9 Creative Execution: Art and Copy<br><br>PART FIVE: REACHING THE TARGET AUDIENCE&nbsp;<br>10 Print Media&nbsp;<br>11 Audio and Video Media<br>12 Digital Interactive Media&nbsp;<br>13 Out-of-Home, Direct-Mail, and Promotional Product Advertising&nbsp;<br><br>PART SIX: INTEGRATING MARKETING COMMUNICATIONS ELEMENTS<br>14 Media Planning and Buying<br>15 IMC: Direct Marketing, Personal Selling, Packaging, and Sales Promotion&nbsp;<br>16 IMC: Public Relations, Sponsorship, and Corporate Advertising&nbsp;<br><br><br><br><br><br>