| Part One Managing into the 21st Century Unit One The Origin of Advertising Unit Two Different Approaches in Advertising Writing Unit Three Techniques on Determining Appeals of Advertising Unit Four Quotes of Masters on Adverstising Unit Five Writing for Special-interest Groups Unit Six Selecting the Advertising Media Unit Seven Advertising Expenditure Unit Eight Effective Slogans Unit Nine Big Idea and USP Unit Ten Advertising on the Internet Unit Eleven Building Better Banners Part Two Letting Figures Talk in the World of Finace Unit One What Is Monkey? Unit Two The Structure of Interest Rates Unit Three Exchange Rate System Unit Four Financial Market Unit Five Commercial Bank Unit Seven The Federal Reserve System Unit Eight The Money Supply Unit Nine Monetary Policy Unit Ten Financial Innovation Unit Eleven Regulation and Economic Development Part Three The Art of Marketing ：Sense and Sensitivity Part Four Living and Surviving Under the Law |
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