What is advertising today? -- The evolution of advertising -- The economic, social, and regulatory aspects of advertising -- The scope of advertising : from local to global -- 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 -- Relationship building : direct marketing, personal selling, and sales promotion -- Relationship building : public relations, sponsorship, and corporate advertising.