Introduction -- The development of modern advertising -- From traditional to industrial society -- Advertising in the … transition from industrial to consumer society -- Advertising and the development of twentieth-century communications media … -- The development of agencies in the bonding of advertising and media -- The structure of advertisements -- Goods as …

An introduction to advertising -- The evolution of advertising -- The environment of advertising -- The business of … advertising -- Understanding the target audience -- Segmentation, targeting, and the marketing mix -- Communication and consumer … behavior -- The planning process -- Account planning and research -- Marketing, advertising, and imc planning -- The creative …