Incluye referencias bibliográficas e índice CONTENIDO: A passion for the business. Introduction to Advertising -- Advertising's role in marketing -- Advertising and Society -- Principle: Strategy is creative, too. How advertising works -- The Consumer Audience -- Strategic research -- Strategic planning -- Practice: Where are media heading?. Media basics and print media -- Broadcast Media -- Internet and nontraditional media -- Media planning and buying -- Principles: Creativity and breakthrough advertising. The Creative Side and message strategy -- Copywriting -- Design and production -- Principles: How to win the battle of the buzz. Direct-Response Marketing -- Sales promotions, events, and sponsorships -- Public Relations -- Special advertising Campaigns -- Evaluation of effectiveness.