History of advertising -- Advertising and the economy -- Advertising and society -- Control of advertising -- The advertising agency -- The advertising department: manufacturers and media -- The advertising department: retailers -- Advertising and marketing management -- The opportunity for advertising -- Other ingredients in the marketing mix -- Marketing intelligence -- Advertising and the behavioral sciences -- The application of behavioral science to advertising -- The advertising expenditure -- The marketing plan -- Advertising media -- Newspapers -- Consumer magazines, farm publications, and business publications -- Radio -- Television -- Outdoor and transit advertising -- Creating the advertisement -- Advertising copy -- Advertising art and layout -- Print production -- Crating a print advertisement -- Broadcast creativity -- Creating a television commercial -- Sales promotion -- Evaluating advertising effectiveness -- Special problems of retail advertising -- Special problems of advertising to business -- Special problems of international advertising -- Non-commercial advertising

1. Advertising