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Part One: Overview of Advertising and Promotion
1. What are Advertising and Promotion?
2. Perspectives on Advertising
Part Two: Planning Considerations
3. What it Takes for Successful Advertising and Promotion
4. Understanding Cultural Differences
5. The Strategic Planning Process
Part Three: Developing The Strategic Plan
6. Selecting the Target Audience
7. Understanding the Best Positioning
8. Determining the Best Positioning
9. Developing Communications Strategy
10. Setting the Media Strategy
Part Four: Making it Work
11. Processing the Message
12. Creative Tactics
13. Creative Execution
Part Five: Integrating Advertising and Promotion
14. Message Delivery Options
15. Putting it All Together
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