Introduction to advertising -- The advertising environment : ethics and regulation -- Advertising and the marketing process -- Advertising agencies -- The consumer audience -- Strategic research -- Strategy and planning -- How advertising works -- Media strategy and planning -- Broadcast media -- Print and other media -- Media buying -- The creative process -- Creating print advertising -- Creating broadcast advertising -- Creating direct-response advertising -- Creating yellow pages and out-of-home advertising -- Sales promotion -- Public relations -- Advertising campaigns -- Evaluative research -- Corporate, business-to-business, and retail advertising -- International advertising

1. Advertising