1. The world of advertising and integrated brand promotion -- 2. The structure of the advertising and promotion industry: advertisers, agencies, media and support organizations -- 3. The history of advertising and brand promotion -- 4. Social, ethical, and regulatory aspects of advertising and promotion -- 5. Advertising, integrated brand promotion, and consumer behavior -- 6. Market segmentation, positioning, and the value proposition -- 7. Advertising research -- 8. Planning advertising and integrated brand promotion -- 9. Managing creativity in advertising and IBP -- 10. Creative message strategy -- 11. Executing the creative -- 12. Media planning essential -- 13. Media planning: newspapers, magazines, TV and radio -- 14. Media planning: advertising and IBP in digital and social media -- 15. Sales promotion, point-of-point purchase, advertising, and support media -- 16. Event sponsorship, product placements, and branded entertainment -- 17. Integrating direct marketing and personal selling -- 18. Public relations, influencer marketing, and corporate advertising.