Advertising and integrated brand promotion in business and society -- The world of advertising and integrated brand promotion -- The global structure of the advertising and promotion industry: advertisers, agencies, media, and support organizations -- Regulatory, social, and ethical aspects of advertising and promotion in the global market -- The history of advertising and brand promotion -- Analyzing the environment for advertising and integrated brand promotion -- Advertising, consumer, behavior, and integrated brand promotion -- Market segmentation, positioning, and the value proposition -- Research in advertising and promotion -- Planning for advertising and integrated brand promotion -- The creative process -- Managing creativity in advertising and integrated brand promotion -- Creative message strategy -- Executing the creative -- Placing the message in conventional and new media -- Media planning essentials -- Media planning: newspapers, magazines, television, and radio -- Media planning: advertising and IBP in digital/interactive media -- Integrated brand promotion -- Sales promotion, point-of-purchase advertising, and support media -- Event sponsorship, product placements, and branded entertainment -- Integrating direct marketing and personal selling -- Public relations, influencer marketing, and corporate advertising.