The process: advertising in business and society: Advertising as a process -- The structure of the advertising industry: advertisers, advertising agencies, and support organizations -- The evolution of advertising -- Social, ethical and regulatory aspects of advertising -- The planning: analyzing the advertising environment: Advertising and consumer behavior -- Market segmentation, positioning, and the value proposition -- Advertsiing research -- The advertising plan -- Advertising planning: an international perspective -- Preparing the message: Creativity and advertising -- Message strategy -- Copywriting -- Art direction and production -- Placing the message: Media planning, objectives and strategy -- Media evaluation: print, television and radio -- Support media, P-O-P advertising, and event sponsorship -- Advertising on the internet -- Sales promotion -- Direct marketing -- Public relations and corporate advertising

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