Table of Contents

1. Advertising and the marketing function
2. Types of advertising
3. The advertising agency
4. Advertising media: above-the-line
5. Advertising media: below-the-line
6. Sales promotion
7. Sponsorship
8. Direct mail
9. Direct response marketing
10. Exhibitions
11. Copywriting
12. Layout and typography
13. Printing processes
14. Public relations
15. Advertising on the Internet
16. Corporate advertising
17. Advertising research
18. Law and ethics of advertising
19. Planning and executing an advertising campaign Appendices
Addresses
Further reading
Index