Part1 What advertising is about--this advertising business--what advertising does--how advertising happens--picturing the market--Part2 How the advertising business functions--Planning advertising campaigns--how advertising comes into being --where advertising appears--advertising and its stable mates --how advertising is controlled--Part3 How advertising words in detail--how advertising is created--the printed media--the broadcast media--other media and media terms--media buying,planning and scheduling--the production of advertising material--measuring advertising effectiveness I theories of how advertising works--measuring advertising effectiveness II a review of research methods--Part4 Advertising internationally--media and other services around the world--advertising messages around the world--managing advertising internationslly

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