Overview : Handbook of advertising ; A brief history of advertising ; Integrated marketing communications ; Advertising and brand equity -- How advertising works : Understanding advertising effectiveness from a psychological perspective ; Reinforcement and low attention processing ; The role of consumer memory in advertising ; Emotions in advertising ; Metaphor in advertising -- Advertising practice : Client-agency relationships ; The creative brief and its strategic role in the campaign development process ; Account planning ; Learning from case studies of effectiveness -- Analysis : Pretesing ; Advertising tracking ; Advertising response models ; Advertising effectiveness in contemporary markets -- Planning : Advertising creativity ; Media planning ; A fresh view of the Advertising budget process ; Essentials of planning media schedules ; Peer-to-peer media opportunities ; Communication and new product adoption -- The advertising environment : Advertising regulation ; Advertising ethics ; Advertising across cultures ; Advertising to vulnerable segments ; Advertising. consumption and welfare ; Advertisings' performance in a market