History of advertising -- Social and economic aspects of advertising -- Advertising as communication -- Ethics and truth in advertising -- Nonproduct advertising -- The role of research -- Consumer research -- Consumer groups -- Product analysis -- Market analysis -- Factors affecting response -- Advertising appeals -- Selecting the appeal -- Copywriting -- Illustrating the advertisement -- Preparing the layout -- Reproducing the advertisement -- Media planning -- Newspapers and magazines -- Television and radio -- Direct mail -- The rationale of testing -- Opinion and attitude tests -- Recognition and recall -- Controlled experiments in the field -- The advertising agency -- The advertising department -- Retail advertising -- The advertising budget

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