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| List of Case Studies | |
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| List of Tables | |
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| List of Figures | |
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| List of Boxes | |
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| List of Adverts | |
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| List of Plates | |
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| How to use this Book | |
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| Guide to the Online Resource Centre | |
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| Overview of Advertising and Promotion | |
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| What are Advertising and Promotion? | |
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| Defining Advertising and Promotion | |
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| A Closer Look at Advertising | |
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| A Closer Look at Promotion | |
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| Advertising and Promotion in Social Media | |
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| Advertising and the Consumer | |
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| Ethics and Advertising | |
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| Criticism of Advertising | |
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| Perspectives on Advertising | |
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| Audiences and Individuals | |
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| Implications for Advertising Strategy | |
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| Advertising across Cultural Borders | |
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| Convergence or Divergence | |
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| Basic Sources of Different Cultural Assumptions | |
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| Cognitive Organization and Cultural Values | |
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| Cultural Differences and Values in Advertising | |
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| Brand Perceptions across Cultures | |
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| Some Implications for Advertising Management | |
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| Planning Considerations | |
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| What it Takes for Successful Advertising and Promotion | |
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| The Communication Response Sequence | |
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| Planning Overview | |
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| The Advantage of Sequential Planning | |
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| Relating Objectives and Goals to the Communication Response Sequence | |
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| The Strategic Planning Process | |
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| Review the Marketing Plan First | |
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| Implement the Five-Step Strategic Planning Process | |
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| Developing the Strategic Plan | |
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| Selecting the Target Audience | |
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| Target Audience Groupings | |
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| Loyalty in Target Audience Selection | |
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| Cost Implications in Selecting a Target Audience | |
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| Profiling a Target Audience | |
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| Target Audience and Strategy | |
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| Understanding Target Audience Decision Making | |
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| Developing a Model of Target Audience Decision Making | |
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| Determining the Best Positioning | |
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| Marketing Mix | |
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| Identifying and Defining the Market | |
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| Seeking a Differential Advantage | |
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| Effective Positioning | |
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| Developing a Communication Strategy | |
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| Setting Communication Objectives | |
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| Brand Awareness and Brand Attitude Strategy | |
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| Importance of Involvement and Motivation | |
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| Promotion Strategy | |
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| Setting a Media Strategy | |
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| The Turbulent Media Environment | |
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| The Media Trade-Off Trinity | |
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| Selecting Media | |
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| Scheduling Media | |
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| Target Audience Factors and Brand Ecology | |
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| Evaluating the Efficiency of Media Strategy | |
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| New Media | |
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| Making it Work | |
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| Processing the Message | |
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| What do we Mean by Processing? | |
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| Cognitive Responses in Processing | |
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| Emotion | |
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| Processing Advertising in New Media | |
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| Creative Tactics | |
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| Tactics for Attention | |
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| Tactics for Learning | |
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| Minimizing Problems with Memory | |
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| Brand Awareness and Brand Attitude Creative Tactics | |
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| Creative Execution | |
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| Creating Advertising | |
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| Creative Execution and Decision Roles | |
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| Consistency in Creative Executions | |
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| Social Marketing Communication | |
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| Briefing the Creatives | |
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| Creative Research | |
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| Integrating Advertising and Promotion | |
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| Sales Promotion and Broader Communication Mix | |
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| Sales Promotion | |
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| Public Relations and Sponsorships | |
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| Personal Selling and Trade Shows | |
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| Product Placement | |
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| Packaging | |
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| Channels Marketing | |
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| Putting it all Together | |
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| Integrated Marketing Communication (IMC) | |
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| Advantages of Using Advertising and Promotion Together | |
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| Monitoring the Campaign | |
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| Campaign Wearout | |
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| Problems in Implementing IMC | |
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| Glossary | |
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| Index | |