Advertising perspectives: What is advertising today? -- The evolution 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 : findinig 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 execution -- 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 -- Repositioning a brand -- Marketing plan outline -- Advertising plan outline

1. Advertising