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"This book provides everything students need to be successful as advertising professionals in today's fast-changing media environment. Focusing on the idea that good advertising always starts with an understanding of people and an awareness of their needs, the text moves through the creative process step by step."

"Basic tools -- The strategy -- Print -- The campaign -- The tagline -- Generating strategies and ideas -- TV -- Ambient -- Interactive -- Copy -- Radio -- Integrated -- Execution -- Presenting and selling your work -- The student book -- Conclusio"

"Recent law, corporate, and even public library closings are the sad confirmation that libraries are no longer a given. Despite the fact that librarians bring unique value to their communities and organizations, too often their work goes on under the radar. The benefits provided by information professionals are invisible and taken for granted as Internet search engines replace real experts."

"Sejak 10 Desember 1957, Pertamina telah berkecimpung sebagai perusahaan minyak dan gas bumi sebagai perusahaan yang dimiliki oleh pemerintah Indonesia. Setelah sukses menyediakan bahan bakar minyak (BBM) untuk memenuhi kebutuhan masyarakat, saat ini Pertamina mulai kesulitan dalam memasok BBM dalam jumlah yang sesuai dengan kebutuhan pasar. Melihat hal tersebut, Pertamina melihat pentingnya konversi bahan bakar dari BBM ke Bahan Bakar Gas yang berasal dari gas alam yang masih banyak persediaannya di Indonesia. Program konversi ini sebenarnya telah dicoba dari awal orde baru, namun masih belum teraplikasi dengan baik di Indonesia. Oleh karena itu, Pertamina membutuhkan perencanaan strategi komunikasi pemasaran yang sesuai, sehingga bisa menerapkan program konversi BBM ke BBG, khususnya pada sektor transportasi, kepada masyarakat Indonesia. Berdasarkan data pasar, diperoleh fakta bahwa program konversi BBM ke BBG memiliki masalah pada tingkat awareness. Oleh karena itu, diperlukan pemasaran yang bermaksud menciptakan awareness terhadap ide untuk melakukan konversi BBM ke BBG.

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Since December 10, 1957, Pertamina has been a company that work in oil and gas sector that owned by the government of Indonesia. After the successful era of supplying gasoline to the people, Pertamina starts to find it hard to supply enough quantity of gasoline to fulfill the consumer, s needs. Pertamina sees the importance of gasoline conversion from oil to natural gas that still a lot of it in Indonesia. This conversion program was started back in orde baru era, but there wasn, t any well application that happened in Indonesia. That, s why, Pertamina needs a marketing communication plan that fit, so the conversion program can be implemented, especially in transportation sector, to the people of Indonesia. From the market data, there is a fact that the conversion program has a problem in awareness level. That means Pertamina needs a marketing to create awareness to the idea to do the conversion from oil to natural gas. Solution for this problem is to do some campaign with a big idea "Conversion for Nation". That idea born from insight that there is a energy nationalization issue in target market, s environment. This campaign will be held around 5 months, starts from August until December 2012."

"Covers the various aspects of modern Marketing Communications, including 'Communications Theory', 'Advertising', 'Sales Promotion', 'Planning', 'Research' and 'Public Relations', 'Internal Marketing', 'Ethical Marketing' and the 'Regulatory Environment'."