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Competition for consumer attention is intense because advertising penetrates nearly all aspects of everyday life. This environment makes it challenging to produce an attention-getting, cost-effective and significant ad. This course examines the role and use of advertising within the marketing function, providing an overview and evaluation of different advertising methods, including print and electronic media, television and radio. Models and research methods are explored with special attention to setting objectives, copy decisions, media issues and budgeting. Public relations, publicity and sales promotion techniques also are examined.