Evolution of advertising and sales promotion as strategic decisions -- The regulatory environment of promotion -- Advertising agencies and the creative process -- Introduction to persuasion -- How to win and hold consumers' attention -- Persuasion with information and argument -- Persuasion with emotion -- Persuasion using endorsers -- Overview of sales promotions -- Retail promotions -- Trade promotions -- Consumer promotions -- Setting goals for advertising and sales promotion -- Testing the effectiveness of advertising -- Planning mass media -- Planning direct media -- Budgeting -- Integrated advertising and sales promotion strategy

1. Advertising
2. Sales Promotion
3. Marketing -- Management