• Meaning and scope of advertising and sales promotion. • Basic concepts of advertising and sales promotion. • Related concepts of advertising and sales promotion. • Advertising as a form of mass communication. • Marketing communication mix. • Evolution of advertising and sales promotion. • Origin and evolution of advertising and sales promotion. • Advertising from the civil war to World War 1. • Advertising from World War 1 to world war 2. • Post-world war ii advertising. • Understanding the communication process. • Definition of the communication process. • Nature Of communication. • Components of the communication process. • Advertising and sales promotion as communication process. • The process of advertising and sales promotion. • Overview of advertising and sales promotion. • Process of advertising and sales promotion. • Developing the advertising campaign. • Media strategy development. • Appraisal of advertising and its effects on the society. • Arguments against advertising. • Social effects of advertising. • Ethical Issues in Advertising. • Counter Arguments about Advertising.