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- 1. What does Advertising Do?
- 2. How the Advertising Industry is Structured
- 3. Advertisers: the Paymasters
- 4. The Media: Blowing the Advertisers' Trumpets
- 5. The Creative Agencies: Creating New Campaigns
- 6. The Media Agencies: Spending the Clients' Money
- 7. Research, Research, Research
- 8. The Good, The Bad, and The Ugly
- 9. The Role of Advertising in Society