1. The New World of Marketing Communication

2. Advertising

3. Types of Advertising

4. Practices and Concepts The Early Age of Print The Early Age of Agencies The Scientific Era The Creative Revolution The Era of Accountability and Integration

5. Advertising’s Key Components StrategyMessage MediaEvaluation

6. Strategy

7. Message

8. Media

9. Evaluation

10. Players The Advertiser The Agency The Media Suppliers/Consultants

11. The Advertiser

12. The Agency

13. The Media

14. Suppliers/Consultants

15. Advertising Agencies Full-Service In-House Specialized Holding Companies

16. Full-Service

17. In-House

18. Specialized

19. Holding Companies

20. Agency Jobs Account ManagementAccount PlanningMedia Research/BuyingInternal Operations

21. The Changing World of Advertising Consumer in Charge Blurring Lines and Converging Media Accountability and Effectiveness Integrated Marketing Communication (IMC)

22. Consumer in Charge

23. Blurring Lines and Converging Media

24. Accountability and Effectiveness

25. Integrated Marketing Communication (IMC)