1. Advice
1.1. Know what’s going on within the world of communication
1.2. Get out there and physically meet people
1.2.1. Getting a job in advertising: top 10 tips
1.3. Understand what your campaign sets out to achieve
2. Things to Consider
2.1. Rhetorical Situation
2.1.1. Rhetor
2.1.1.1. Rhetorical Appeals
2.1.1.1.1. Ethos
2.1.1.1.2. Pathos
2.1.1.1.3. Logos
2.1.1.1.4. Kairos
2.1.2. Audience
2.1.3. Topic
2.1.4. Purpose
2.1.5. Culture/Context
2.2. Accessibility and Inclusivity
2.3. Visual Rhetoric
2.3.1. Colour Scheme
2.3.1.1. Cultural Significance
2.3.1.2. Readability
2.3.1.3. Accessibility
2.3.1.4. Colour Theory
2.3.1.4.1. Primary Colours
2.3.1.4.2. Secondary Colours
2.3.1.4.3. Tertiary Colours
2.3.2. Font
2.3.2.1. "Personalities"
2.3.2.1.1. Context
2.3.2.1.2. Purpose
2.3.2.1.3. Visual Associations
2.3.2.1.4. Credibility
2.3.2.1.5. Sustained Readability
2.3.3. Imagery
2.3.3.1. Copyright
2.3.3.2. Visual Pathways
2.3.3.3. Consistency
2.3.4. H.A.T.S.
2.3.4.1. Headings
2.3.4.2. Access
2.3.4.3. Typography
2.3.4.4. Space
3. Jargon
3.1. "Collaterals"
3.1.1. Audience giveaways
3.1.1.1. Bookmarks
3.1.1.2. Gift Cards
3.1.1.3. Gift Certificates
3.2. "Marketing Copies"
3.2.1. Quick informational blurbs about the book
3.2.1.1. Reviewers
3.2.1.2. Audience Input
3.3. "Review"
3.3.1. Critical Success of a Product
3.3.1.1. Positive or Negative
3.4. "Channel"
3.4.1. Distribution method
3.4.1.1. Direct Mail
3.4.1.2. Direct E-Mail
3.4.1.3. Radio
3.4.1.4. Television
3.4.1.5. Online
3.4.1.5.1. Social Media
3.4.1.5.2. Web Banners
3.5. "Call-to-Action"
3.5.1. An invitation to audience to take a certain action
3.6. "Keyword"
3.6.1. A specific word or phrase meant to trigger an audience into a call-to-action
3.7. "Reach"
3.7.1. The total number of people who view an advertisement
4. Genres
4.1. Press Releases
4.2. Memos
4.2.1. Purpose
4.2.2. Summary
4.2.3. Discussion
4.3. E-Mail
4.3.1. In-House
4.3.1.1. Bosses
4.3.1.2. Co-Workers
4.3.1.3. Other Professionals
4.3.2. Out-of-House
4.3.2.1. Clients
4.3.2.2. Representatives
4.3.3. Distribution Lists
4.3.3.1. Professional
4.3.3.2. Intra-Organizational
4.4. Social Media
4.4.1. Websites
4.4.1.1. About
4.4.1.2. Blog
4.4.1.3. Shopping Cart
4.4.1.4. Events
4.4.2. Facebook/Instagram/Twitter
4.4.2.1. Customer Relations
4.4.2.2. Instant Messaging
4.4.2.3. Company Updates
4.4.2.4. New Releases