Advertising foundations and environment: Introduction to advertising -- Advertising and society -- Advertising and the marketing process -- Advertising background, planning, and strategy: The consumer audience -- Account planning and research -- How advertising works -- Advertising planning and strategy -- Advertising media: Media planning and buying -- Print media -- Broadcast and interactive online media -- Creating advertising: The creative side of advertising -- Creating print advertising -- Creating broadcast advertising -- Direct-response marketing -- Integrating marketing communication elements: Promotions -- Public relations -- Retail and business-to-business advertising -- International advertising -- The integrated campaign

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