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This textbook provides a fundamental overview of the strategies and methods used to create effective advertising. It outlines developmental trends while presenting theoretical foundations. Additionally, it offers insights into the practice of strategy development, concept creation, and advertising control in the 21st century through a variety of current examples. Alongside a business perspective, Thomas Heun incorporates findings from social and cultural sciences as well as psychology. Short learning units, clear didactic modules, and accompanying assessments ensure sustainable knowledge transfer. The book is aimed at anyone dealing with advertising issues in the context of their education and training, as well as their professional practice.