-Introduction: Forms and processes of advertising communication. Conventional media (press, radio, outdoor advertising, cinema and television) and new media (Internet, video games, mobile,..). The agents in advertising industry: advertising agency.
-Advertising planning: The design of advertising message and a campaign. Objectives and message, Media planning, Media Budgeting. Assessment of the results of a campaign thorough advertising research.
-Alternatives to Mass Advertising: Sponsorship, Public relations, Direct Marketing.
-Integrated Communication.