Part. I INTRODUCTION
Chapter 1 The Field of Advertising Management
Chapter 2 Advertising Planning and Decision Making

Part. II Objective Setting and Market Positioning
Chapter 3 Integrated Marking Communications
Chapter 4 Setting Goals and Objectives
Chapter 5 How Advertising Works: Some Research Results
Chapter 6 Segmentation and Positioning

Part. III Message Strategy
Chapter 7 Attention and Comprehension
Chapter 8 Understanding Benefit-Based Attitudes
Chapter 9 Associating Feelings with the Brand
Chapter 10 Brand Equity, Image, and Personality
Chapter 11 Group Influence and word-of-Mouth Advertising

Part. IV Message Tactics
Chapter 13 The Art of Copywriting
Chapter 14 Advertising Copy Testing and Diagnosis
Chapter 15 production and Implementation

Part. V Media Strategy and Tactics
Chapter 16 Media Strategy: Setting Media Budgets
Chapter 17 Media Tactics: Allocating Media Budgets
Part. VI The Broader Environment
Chapter 18 Advertising Regulation
Chapter 19 Advertising and Society
Chapter 20 Global Marketing and Advertising