1. Introduction to advertising.
2. The advertising environment: economy, society, and technology.
3. Legal and political forces and advertising.
4. The advertising business and advertising agencies.
5. Market segmentation, target marketing, and product positioning.
6. Consumer behavior and advertising.
7. Marketing and advertising research.
8. The marketing and advertising planning process.
9. The creative aspect of advertising.
10. Advertising production.
11. Advertising media planning and selection.
14. Alternative advertising media.
15. Direct marketing/direct response advertising.
17. Public relations, publicity, and corporate advertising.
18. Internet advertising.
