Part 1: Advertising perspectives: The dimensions of advertising -- The economic, social, and regulatory aspects of advertising -- The scope of advertising: from local to global -- Part 2: 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: finding 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 -- Part 4: Creating advertisements and commercials: Creative strategy and the creative process -- Creative execution: art and copy -- Producing ads for print, electronic, and digital media -- Part 5: 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

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