1. MARKETING & PROMOTION, 2. PROMOTIONAL COMMUNICATION--AN INTRODUCTION, 3. CONSUMER
BEHAVIOUR-I, 4. CONSUMER BEHAVIOUR-II, 5. DEMAND FORECASTING, 6. TARGET MARKETING, 7. MARKET SEGMENTATION, 8. MARKET TARGETING, 9. PRODUCT POSITIONING, 10. ADVERTISING--AN INTRODUCTION, 11. COMMUNICATIO AND ADVERTISING OBJECTIVES, 12. BEHAVIOURAL AND PSYCHOLOGICAL PRINCIPLES AND INFLUENCES, 13. ECONOMIC EFFECTS OF ADVERTISING, 14. SOCIAL ASPECTS OF ADVERTISING, 15. ADVERTISING CLASSIFICATION, 16. ADVERTISING APPEAL, 17. ADVERTISING BUDGET, 18. ADVERTISING MEDIA PLANNING, 19. MEDIA CLASSIFICATION, 20. ADVERTISING AGENCY, 21. CREATIVE STRATEGY--PLANNING AND DEVELOPMENT, 22. ADVERTISING RESEARCH--EVALUATING ADVERTISING EFFECTIVENESS, 23. CURRENT ISSUES IN ADVERTISING, 24. SUCCESSFUL ADVERTISING STRATEGY ILLUSTRATIONS