Includes bibliographical references (p. 299-300) and index.

The roots of advertising and the evolution of integrated marketing communication -- Where do we find the answers?: research and targets -- The making of an image: branding and positioning -- Marketing plans and creative briefs: how marketers and creatives work -- Media -- Creative: determining the product's or service's visual/verbal tone of voice -- Digital prepress: putting the pieces in place -- Public relations -- Print advertising: newspapers -- Print advertising: magazines -- Out-of-home advertising -- Broadcast advertising: radio -- Broadcast advertising: television -- Direct marketing -- Sales promotion -- The Internet -- Alternative media: guerrilla and viral marketing.