Foundations: Introduction to advertising ; Advertising's role in marketing ; Advertising and society -- Planning and strategy: How advertising works ; The consumer audience ; Strategic research ; Strategic planning -- Effective advertising media: Print and out-of-home media ; Broadcast media ; Interactive and alternative media ; Media planning and buying -- Effective advertising messages: The creative side and message strategy ; Copywriting ; Design and production -- Integration and evaluation: Direct response ; Sales promotion, Events, and sponsorships ; Public relations ; Special advertising situations ; Evaluation of effeftiveness

1. Advertising