The foundations of advertising -- The advertiser-agency partnership -- The advertising environment -- Audience analysis and buyer behavior -- Segmentation, targeting, and positioning -- Advertising research -- Objectives, strategy and plans -- Intercultural and international advertising -- Creativity, creative strategy and copywriting -- Art direction -- Print production -- Electronic production -- Media objectives, strategy and planning -- Print media -- Electronic media -- Direct marketing and out-of-home advertising -- Sales promotion and supplementary media -- Public relations and special communications -- Local advertising -- From plan to results: the complete campaign

1. Advertising