Advertising from a marketing communications perspective -- The research foundation I: understanding clients and buyers -- The research foundation II: Market, product, and competitive analyses -- Equity, problems, opportunities, and objectives -- Building the marketing communication strategy -- Developing a creative strategy that moves people -- Media strategy and tactics -- Related marketing communication -- Enhancing the marketing communication mix -- Evaluating the effectiveness of the campaign -- Preparing the plans book

1. Advertising Campaigns
2. Marketing Communication