What advertising can do for the small business -- The role of advertising in a marketing strategy -- Budgets and campaign planning -- Campaign themes and slogans -- Selecting the right publications -- Space buying -- Finding original ideas -- Writing effective copy -- Producing eye-catching advertisements -- Testing copy and media -- Writing leaflets, booklets and catalogues -- Literature design and artwork -- Print buying -- House-to-house circulars -- Direct mail advertising -- Exhibitions -- Display material -- Outdoor and transport advertising -- Radio and television advertising -- Cinema advertising -- Mail order advertising -- Advertising a shop or store -- Industrial and trade advertising -- Financial advertising -- The functions and value of an advertising agent -- Finding the right agency -- Recruitment media -- Recruitment advertisements

1. Advertising