The Internet has changed the advertising world-forever.
In Ron Lan and Tom Russell's new Advertising: A Framework, find out how the Internet is changing the organization as well as the key strategies for agencies, marketers, and consumers. In addition, learn about the Internet's changing role in the production of advertising campaigns as the authors look into some of the key future developments. Lane and Russell have written a compact yet complete look at all aspects of advertising in the digital age, giving students time to develop campaign strategy and their own Web sites.

Chapter 1 The Background and Roles of Advertising
Chapter 2 The Advertising Spiral and Brand Planning
Chapter 3 Targeting Marketing
Chapter 4 Management of Advertising
Chapter 5 Media Planning and Execution
Chapter 6 Broadcast and Cable Media
Chapter 7 Print Media
Chapter 8 Other Media: Out-of-Home, Direct Response, Internet
Chapter 9 Sales Promotion
Chapter 10 Research in Advertising
,etc.