COVER -- CONTENTS -- Celebrating 100 Years of Indian Advertising -- Advertising World -- Fundamentals of Advertising: I -- Fundamentals of Advertising: II -- Types of Advertising -- Advertising as a Career -- Advertising Business -- Campaign Planning and Creativity in Advertising -- Advertising Budget -- Media Selection, Planning, Scheduling & Strategy -- Print Media: Newspapers and Magazines -- Electronic Media: TV: The New Golden Goose -- Electronic Media: Radio -- Media of the New Millennium - Internet -- Outdoor and Transit Media -- Direct Marketing (DM), Cinema and Miscellaneous Media -- Message Design and Development -- Advertising Appeals -- Advertisement Copy for Print Media -- Copywriting for Radio, TV and Outdor Media -- Advertisement Art - The Layout of Advertisements -- Advertising Art - Preparation of a Layout: I -- Advertising Art - Preparation of a Layout: II -- Glamour of Advertising: Models, Fashion Shows, VJs, DJs, RJs and MCs -- Print Ad Production -- TV Commercial/ Ad Film Production -- Production of Animation Films -- Fundamentals of Computer Graphics -- Ad Effectiveness -- Marketing Research -- Advertisement Stalwarts -- Advertisement and Society -- Case Studies -- Index.