Features NEW ??????????????????Integrated coverage of what advertising effectiveness means and how to measure it. Effectiveness models are covered and elaborated on in Chapters 1, 6, 7, 11, and 12 so students will see how advertisers actually measure whether their ads are working. NEW ??????????????????Every chapter opens with new cases that feature award-winning ad campaigns, most of them EFFIE-award winners. These cases show theory in action by stressing the components of effective advertising campaigns. Additional award-winning ad campaigns are featured in the Matter of Practice and Matter of Principle boxes. NEW ??????????????????Expanded coverage of interactive advertising (Internet, e-commerce, and more)??????????????????Infused into every chapter. Web-related questions and projects are included in each chapter. NEW ??????????????????Streamlined discussion of copy writing, design, and production for both print and broadcast advertising. Chapter 12 covers copywriting; Chapter 13 covers design and production. Contents ADVERTISING FOUNDATIONS AND ENVIRONMENT. Introduction to Advertising. Advertising and Society: Ethics, Regulation, and Social Responsibility. Advertising and the Marketing Process. ADVERTISING BACKGROUND, PLANNING, AND STRATEGY. The Consumer Audience. Account Planning and Research. How Advertising Works. Advertising Planning and Strategy. ADVERTISING MEDIA. Media Planning and Buying. Print Media. Broadcast and Interactive Online Media. CREATING ADVERTISING. The Creative Side of Advertising. Copywriting. Design and Production. Direct-Response Marketing. INTEGRATING MARKETING COMMUNICATION ELEMENTS. Sales Promotions. Public Relations. Retail and Business-to-Business Advertising. International Advertising. The Integrated Campaign.