Advertising perspectives -- The dimensions of advertising -- The economic, social, and regulatory aspects of advertising -- The scope of advertising: from local to global -- Crafting marketing and advertising strategies -- Marketing and consumer behavior: the foundations of advertising -- Market segmentation and the marketing mix: determinants of advertising strategy -- Research: gathering information for advertising planning -- Marketing and advertising planning: top-down, bottom-up, and IMC -- Planning media strategy: finding links to the market -- Integrating advertising with other elements of the communications mix -- Relationship building: direct marketing, personal selling, and sales promotion -- Relationship building: public relations, sponsorship, and corporate advertising -- Creating advertisements and commercials -- Creative strategy and the creative process -- Creative execution: art and copy -- Producing ads for print, electronic, and digital media -- Using advertising media -- Using print media -- Using electronic media: television and radio -- Using digital interactive media and direct mail -- Using out-of-home, exhibitive, and supplementary media.