Lecture 1: Advertising: An introduction
Lecture 2: Marketing & Advertising
Lecture 3: The Consumer Audience
Lecture 4: Account Planning and Research
Lecture 5: How Advertising Works
Lecture 6: Advertising Planning & Strategy
Lecture 7a: The Creative Side of Advertising & Message Strategy
Lecture 7b: Copywriting
Lecture 8a: Creating Print Advertising
Lecture 8b: Interactive & Alternative Media
Lecture 9: International Advertising
Lecture 10: Advertising and The Society
Lecture 11&12: Media Planning & Buying - Intergrated Marketing Communication
Principles of Advertising
Chapter 2: Roles of Advertising
Chapter 3: The Advertising Spiral and Brand Planning
Chapter 4: Target Marketing
Chapter 5: The Advertising Agency, Media Services and Others Services
Chapter 6: The Advertiser's Marketing/ Advertising Operation
Chapter 7: Basic Media Strategy
Chapter 8: Using Television
Chapter 9: Using Radio
Chapter 10: Using Newspaper
Chapter 11: Using Magazines
Chapter 12: Out-of-Home Advertising
Chapter 13: Direct-Response & Internet Advertising
Chapter 14: Sales Promotion
Chapter 15: Research in Advertising
Chapter 16: Creating the Copy
Chapter 17: The Total Concept: Words & Visuals
Chapter 18: Print Production
Chapter 19: The Television Commercial
Chapter 20: The Radio Commercial
Chapter 21: Trademarks & Packaging
Chapter 22: The Complete Campaign
Chapter 23: International Advertising
Chapter 24: Economic, Social and Legal Effects of Advertising
Expendix 1: Outline for Advertising Plan
Expendix 2: Media chart
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